Digital Media Monkey

So, you’ve launched your brand with a mammoth (largely daytime) TV investment featuring a catchy swing jingle that gets people clicking their fingers and humming along, plus a good looking girl (and guy) who make friends with a chirpy plasticine character that personifies your brand. Your URL is plastered on as much of the screen as possible and the youthful voice-over repeats that brand name at every opportunity.

Within a short space of time you’re already one of the major players in a swelling marketplace, but you can’t sit back because there’s a new competitor every week and it’s only a matter of time before the supermarkets jump on the bandwagon.

So how do you cement yourself as one of the experts, ensure your brand stays fresh and keep your name on top of people’s minds.

You call Paul Daniels and Debbie McGee, ply them with some cheesy lines and a magical piece of brand name word play, and hey presto, the marketplace is now your monopoly.

Or something like that.

What’s the music in the Mazuma television advert – if you’re wondering what that jolly little tune is in the background of the background of these ads it’s Easy Bean Swing by Paul Mottram

I’ve seen a few tweets scoffing at Thomas Cook’s latest TV advert which sees Jamie and Louise Redknapp parading and gyrating around one of their luxury resorts (I won’t scoff too much myself as I quite admire the Redknapps but that’s a digression for another day).

Thomas Cook’s tv ad does more to alienate me than attract me though. I somehow can’t see me and Sarah (my girlfriend) affording to stay in the same swish pad and private beach as Jamie and Louise (before the final frame I was convinced it would be a coveted luxury holiday brand rather than a high street one). I’m sure it will work to inspire some people but that sort of aspirational marketing leaves me a little cold (as well as guffawing at some of the slow-mo pics, particularly Jamie’s golf drive and Louise’s equestrian friend).

Anyway, this article isn’t about that tv ad or Thomas Cook. It’s about one of their rivals, and the data driven approach of their fiercest competitor Thomson, whose integrated approach really appeals to me. Read the rest of this entry »