Manuel Angel Alonso Coto

Marketing is every time a harder business. With such an amount of TV commercials, press ads, Internet banners and all kinds of outdoor messages, it is more and more complicated to gain some awareness for your brand. It is said we receive and advertising impact every three seconds…
So we need to do something so our message can get any differentitation from the rest; no matter the cost, at least for the most powerful companies…
On the other side, leisure time is everyday more important for all of us; looking for an amusing entertainment is something we devote time and money in modern societies…

Taking these two ideas into account simultaneously, the concept of brand entertainment emerged… And it’s being widely used by the worldwide leading companies –mainly in the format of movies- to communicate and enhance their brand values to a wider audience. Some of the most recent case histories are represented by:
- What women want: Nike Women Division
- Cast Away: FedEx
- One minute photo: Kodak

Although this is a unique privilege that only world leading companies can access, with the leverage of the emotions and aspirations of a target group, the movie becomes the link between the story, its characters and the brand.
Internet provides a simple channel to increase the number of impacts with the movie you develop and Pirelli knows how to do it. After having a worldwide success with their 2006 minifilm “The call” starred by Naomi Campbell and John Malkovich (five million visits arounf the world), they decided to launch early this year “Mission Zero” only through http://www.pirellifilm.com with Uma Thurman heading the cast.

The minifilm (nine & a half minutes long) was created to promote the P Zero tyre and features a car chase with Uma Thurman driving a yellow Lamborghini. The agencies behind "Mission Zero" are Leo Burnett Italy and Nurun. An interesting side-note copy & pasted from the Nurun press release states: "The Pirelli Film experience comes at a strategic time in the online video world where predictions of more than 157 million users by 2010 (up from 108 million in 2006) aren't uncommon (Source: eMarketer). Additionally, a recent report from Strategy Analytics predicts that by the end of 2007, the online video market will grow to $1.5 billion."

Movies definitively appear to live forever - far longer than any other possible marketing campaign! But is it obliged to use digital media for its delivery? What do you think?

Best regards

Manuel Angel Alonso Coto

Posted on 16 August 2007 in ADVERTISING, E-MARKETING

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