Carlton has a new advertising agency

Megaman · **Posted:** Thu Sep 01, 2011 10:49 pm

QLD_Blue wrote:

I ordered some stuff for a mate off the Boston Celtics store and found it really user friendly and a great looking site.

http://www.celticsstore.com/index.php?&ecid=PRF-SM-200000&PA=PRF-SM-200000

Woah high tec!!! They even have actual photographs of the things they are selling...we'll get there eventually!

Donstuie · **Posted:** Fri Sep 02, 2011 7:27 am

Gilly34 · **Posted:** Fri Sep 02, 2011 10:38 am

Laguna Legend wrote:

Gilly34 wrote:

Soylent Green??

I don't have people :cry:

This might be slightly controversial, but I reckon clubs have got it wrong with the emphasis on membership numbers.

We'll take your money and you make up a number.

Others (like Blue Vain) have already said it better than I can, but I'd be far more interested in the number of members that felt engaged and part of a community.

That's Self's first step.....make people feel like they are worthwhile contributors to something good.

Being a number for the number crunchers doesn't make me feel a part of a community, either does the current CFC web site.

Blue State Digitals work on the Obama campaign was nothing short of stunning. If OgilvyOne are selling more efficient and useable ways to manage and increase our numbers I'm not interested.....if they are selling engagement I am.

For anyone interested these are Self's 8 steps for engaging people with social media:

1. DO something worthwhile
2. Talk about it effectively
3. Get the word out
4. Collect people
5. Talk to the appropriately (most important step)
- honestly
- transparency
- relevancy
- treat people as trusted partners and potential helpers
6. Let your people get involved (deeply)
7. Let them tell their friends
8. Measure, see what evolves, adapt

There's a fair bit of potential to do something industry leading here

my hunch would be to not put too many eggs into the social media basket,
chances are you'll only be re-inforcing messages to the people who already are loyal members

Not true, in fact social media has the opposite effect......retweeting, social groups on facebook, it's in the steps I laid out.....tell people, get the word out and get them to tell their friends.

.....part of the answer might about getting people to self-organise and feel involved...and it should be easier now with new social media...for example (and we may have tried this in the past), you could offer incentives and affordances for people to sign up other friends/family/schoolmates, etc...frequent referrer points or something....then upgrade their membership or give them an iPad.....put a tally up of membership signings that members themselves have generated instead of the club.....get the members to act as your foot soldiers.....there's a great and passionate cohort out there....(granted, not all, but some) are an affordance to tap into, not a statistic

The whole Obama campaign revolved around getting others involved..in any way, whether it be door-knocking or telephone (I'm talking about the principle, not the methods)

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

Gilly34 wrote:

Laguna Legend wrote:

Gilly34 wrote:

Soylent Green??

I don't have people :cry:

This might be slightly controversial, but I reckon clubs have got it wrong with the emphasis on membership numbers.

We'll take your money and you make up a number.

Others (like Blue Vain) have already said it better than I can, but I'd be far more interested in the number of members that felt engaged and part of a community.

That's Self's first step.....make people feel like they are worthwhile contributors to something good.

Being a number for the number crunchers doesn't make me feel a part of a community, either does the current CFC web site.

Blue State Digitals work on the Obama campaign was nothing short of stunning. If OgilvyOne are selling more efficient and useable ways to manage and increase our numbers I'm not interested.....if they are selling engagement I am.

For anyone interested these are Self's 8 steps for engaging people with social media:

1. DO something worthwhile
2. Talk about it effectively
3. Get the word out
4. Collect people
5. Talk to the appropriately (most important step)
- honestly
- transparency
- relevancy
- treat people as trusted partners and potential helpers
6. Let your people get involved (deeply)
7. Let them tell their friends
8. Measure, see what evolves, adapt

There's a fair bit of potential to do something industry leading here

my hunch would be to not put too many eggs into the social media basket,
chances are you'll only be re-inforcing messages to the people who already are loyal members

Not true, in fact social media has the opposite effect......retweeting, social groups on facebook, it's in the steps I laid out.....tell people, get the word out and get them to tell their friends.

.....part of the answer might about getting people to self-organise and feel involved...and it should be easier now with new social media...for example (and we may have tried this in the past), you could offer incentives and affordances for people to sign up other friends/family/schoolmates, etc...frequent referrer points or something....then upgrade their membership or give them an iPad.....put a tally up of membership signings that members themselves have generated instead of the club.....get the members to act as your foot soldiers.....there's a great and passionate cohort out there....(granted, not all, but some) are an affordance to tap into, not a statistic

The whole Obama campaign revolved around getting others involved..in any way, whether it be door-knocking or telephone (I'm talking about the principle, not the methods)

disagree, social media just doesnt have the punch of traditional media, actually has a pathetic punch, so to speak. Its an extremely untrustworthy way of getting a message across. happy to be proven wrong with stats. show me a product launch that has seen sales boom as a result of social media, and ill show you 100 that have had no, if nit a negative, effect.

I think what youre talking about specifically is known as "WORD-OF-MOUTH", and is a hell of a marketing weapon.
But that will be generated from the hype of the tvc and mainstream executions. twitter/facebook will be a big waste of $, when it will just re-inforce the same messages to the same 5000 teenagers that we're hoping start retweeting CFC stuff like mad.
epic crap

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

"I AM CARLTON"

mrkt dept "thanks ogilvyone, here's your $5million, now someone remind me how many times have we been pitched this idea, or really really similar ones before?"

"I'M ONE" - Essendon*
I AM BLACK & WHITE - collingwood (bout 5 yr ago from memory)
WE ARE CHELSEA
WE ARE THE NAVY BLUES

hardly a new concept, just a differently worded version of the same idea. pretty disappointed to be honest, from an industry pov, but sure hope it works though. seen way worse work before.

Gilly34 · **Posted:** Fri Sep 02, 2011 11:00 am

Indsutry types should know their market as well as if not better than being able to come up with catchy slogan.

I think OO might be on the right path.

Juanita Jones · **Joined:** Fri Oct 01, 2010 12:30 pm **Posts:** 4183

Laguna Legend wrote:

"I AM CARLTON"

mrkt dept "thanks ogilvyone, here's your $5million, now someone remind me how many times have we been pitched this idea, or really really similar ones before?"

"I'M ONE" - Essendon*
I AM BLACK & WHITE - collingwood (bout 5 yr ago from memory)
WE ARE CHELSEA
WE ARE THE NAVY BLUES

hardly a new concept, just a differently worded version of the same idea. pretty disappointed to be honest, from an industry pov, but sure hope it works though. seen way worse work before.

LL what would you suggest as a campaign instead?

kingkerna · **Posted:** Fri Sep 02, 2011 11:04 am

it's not the words, it's how they're presented, and they are presented well on this occassion

muzza · **Joined:** Wed Aug 17, 2005 8:41 pm **Posts:** 2385

Laguna Legend wrote:

"I AM CARLTON"

mrkt dept "thanks ogilvyone, here's your $5million, now someone remind me how many times have we been pitched this idea, or really really similar ones before?"

"I'M ONE" - Essendon*
I AM BLACK & WHITE - collingwood (bout 5 yr ago from memory)
WE ARE CHELSEA
WE ARE THE NAVY BLUES

hardly a new concept, just a differently worded version of the same idea. pretty disappointed to be honest, from an industry pov, but sure hope it works though. seen way worse work before.

I think you overestimate the IQ of the average football consumer.

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

muzza wrote:

Laguna Legend wrote:

"I AM CARLTON"

mrkt dept "thanks ogilvyone, here's your $5million, now someone remind me how many times have we been pitched this idea, or really really similar ones before?"

"I'M ONE" - Essendon*
I AM BLACK & WHITE - collingwood (bout 5 yr ago from memory)
WE ARE CHELSEA
WE ARE THE NAVY BLUES

hardly a new concept, just a differently worded version of the same idea. pretty disappointed to be honest, from an industry pov, but sure hope it works though. seen way worse work before.

I think you overestimate the IQ of the average football consumer.

tell me about it

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

kingkerna wrote:

it's not the words, it's how they're presented, and they are presented well on this occassion

this I agree with kk.
its a well directed and executed tv ad
its the core concept that I feel is just way too generic for its category

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

JohnM, looking fwd to hearing what you thnk

mikkey · **Joined:** Mon Feb 28, 2005 6:27 pm **Posts:** 4129

Laguna Legend wrote:

kingkerna wrote:

it's not the words, it's how they're presented, and they are presented well on this occassion

this I agree with kk.
its a well directed and executed tv ad
its the core concept that I feel is just way too generic for its category

It targets emotion, i.e. the pride. We have lost a lot of brand value since 2002 - especially "pride" and "passion". I think the membership numbers show that we convert less "supporters" to members than our traditional rivals. I think the last 10 years have a lot to do with it. I think the club/agency have identified this and the first step is to strengthen the brand using the finals "hype" as a vehicle.
While not ground breaking it is the right message a the right time if part of a longer term relationship strategy as well as the overall brand strategy. Never seen a campaign in my long career in marketing everybody liked. I can see where they are going and I can see how they are ramping up the social media efforts. Quite happy with this.

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

"I AM YOUR SLOGAN"

http://www.youtube.com/watch?v=Pc6zpe7YRP0

onya ogilvy

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

"I AM RED" - Queensland Red ad from 2009
tad familiar?

http://www.youtube.com/watch?v=pIVxxyaVvyg

IMO this is as close to agency suicide as u can get,
it's inexcusable.
if I was the creative on the carlton ad, and had seen this before, I'd be getting my folio nice and ready

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

(should be in this thread)

Wet Willie wrote:
It's certainly not a new idea - very few things are - and the "I AM [insert sport here]" campaigns have been working with other sports in the USA for years:

http://www.youtube.com/watch?v=es1tGHY7R00

I just hope our fab new ad agency didn't charge too much for it and claim it as their own... :banghead:

But it works fine and we are first in the Australian market to pinch, er...do it!!

laguna legend wrote:

this is my beef. they wouldve charged a friggin fortune, and if you don't get originality from an ad agency of such repute & stature, then you're being shafted.
it's actually a disgrace, (not the ad, just the unoriginality and generic message served up from a world class agency) and it will surely be scrutinised & exposed as such within the industry in the coming weeks.

on this thread alone there's already been 3 other sport related ads posted with pretty much exactly the same idea and very similar execution,
and wet willie check my previous Queensland Red ad youtube post - we're not the first in australia to pinch it

dont get me wrong though, I'm not saying the campaign wont work (you'd be amazed by some of the advertising ideas that succeed) It probably will. It's got a good feel, and it's got legs. but i really expected something fresher

lily of laguna · **Joined:** Tue Apr 24, 2007 4:37 pm **Posts:** 417

mikkey wrote:

Laguna Legend wrote:

kingkerna wrote:

it's not the words, it's how they're presented, and they are presented well on this occassion

this I agree with kk.
its a well directed and executed tv ad
its the core concept that I feel is just way too generic for its category

It targets emotion, i.e. the pride. We have lost a lot of brand value since 2002 - especially "pride" and "passion". I think the membership numbers show that we convert less "supporters" to members than our traditional rivals. I think the last 10 years have a lot to do with it. I think the club/agency have identified this and the first step is to strengthen the brand using the finals "hype" as a vehicle.
While not ground breaking it is the right message a the right time if part of a longer term relationship strategy as well as the overall brand strategy. Never seen a campaign in my long career in marketing everybody liked. I can see where they are going and I can see how they are ramping up the social media efforts. Quite happy with this.

I'm not in the Ad/Marketing industry so the originality or creative angle doesnt bother me so much, yes it would be great to do something brand new but it looks professional and create an emotive response. I havent seen those other campaigns mentioned so the impact of the slogan hasnt been diminished.

Mikkey makes a great point about passion and finals being a great vehicle to engage supporters and I think the club has really nailed the timing of this membership/supporter drive. Has any other team really ramped up their marketing strategies and membership drives like this by CFC at this time of year?? It seems to me that the timing is quite innovative and should really build if we can gain some momentum and go deep into finals!!!

camel · **Posted:** Fri Sep 02, 2011 10:56 pm

lily of laguna wrote:

I'm not in the Ad/Marketing industry so the originality or creative angle doesnt bother me so much, yes it would be great to do something brand new but it looks professional and create an emotive response. I havent seen those other campaigns mentioned so the impact of the slogan hasnt been diminished.

I think LL needs to read the above bit again.

I don't think the club will give a crap if 'I am Carlton' doesn't win any awards for creativity so long as it translates to bums on seats as far as memberships etc go. :thumbsup:

Laguna Legend · **Joined:** Sat Feb 20, 2010 11:09 am **Posts:** 497

camelboy wrote:

lily of laguna wrote:

I'm not in the Ad/Marketing industry so the originality or creative angle doesnt bother me so much, yes it would be great to do something brand new but it looks professional and create an emotive response. I havent seen those other campaigns mentioned so the impact of the slogan hasnt been diminished.

I think LL needs to read the above bit again.

I don't think the club will give a crap if 'I am Carlton' doesn't win any awards for creativity so long as it translates to bums on seats as far as memberships etc go. :thumbsup:

i do concur. honestly.
I've have had my overly critical art directors hat on all day, hence the sledgings and expressions of disappointment.
but now that I'm nice & stoned & relaxed & Ive just watched the new ad bout 10 times over, it gives me a really good warm fuzzy feeling and actually gives me goosebumps, as I expect it does to all with navy blue blood. How could I not love it! It's MY BOYS, ITS EMOTIVE, ITS HONEST, I LOVE EVERY TINY LITTLE THING ABOUT CARLTON, and while I'm a tad disappointed as previously explained regarding it's creative merits and originality I do get a fantastic feeling from it and hope and expect to really help the m/ship and whole Carlton brand.

I'm also hoping (and expecting) that there's probably going to be a couple of 'sequel' ads, which they would have shot at the same time, with even more of the boys, and more supporters saying their bit.

I just wish Mitch's line was simply (to be delivered in a very serious tone) as "I AM NUTS".

also would've liked to see sticks wearing his old guernsey, not in a suit. I prefer him that way.

jimmae · **Posted:** Sat Sep 03, 2011 12:35 pm

Your idea of comedy and nostalgia are both very tacky. Neither of those would be that well received by anyone between the ages of 13 & 28, which is presumably where we have a huge gulf between supporters and members (because we've lost a lot of footy games in their lifetime).

Carlton has a new advertising agency

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