Archive for 2010
November 24th, 2010
The News:
The Chinese brand of women’s lingerie, Jealousy International, has released a print ad featuring a Princess Diana look-alike, playing a cello in underwear. A young boy (Prince William?) holds a music score for her to read, with the headline “Feel the Romance of British Royalty”.
November 18th, 2010
On November 18th, Textappeal was invited by the IMF (French Fashion Institute) in Paris to share insights on how to advertise luxury in China and the Middle-East. What are the pitfalls of these culturally different markets? How does local understanding help global brands succeed? Read more
November 4th, 2010
In July 2009, Textappeal and LONDON Advertising launched the first-ever global report on low-cost, high-return recession marketing. Having reviewed 500 examples from all over the world, 100 were selected for the final report, “Marketing in the Recession”. It was covered by dozens of publications across the globe, including the Advertising Age and the Internationalist, and accurately predicted a positive upturn in a number of markets.
October 26th, 2010
Check out Textappeal’s new website: www.textappeal.com.
Textappeal’s new site is designed to illustrate the trust global brand owners put in our cross-cultural services. Not only to translate their brand messaging around the world, but also to provide the cultural insight they need to succeed in every market.
October 12th, 2010
Beijing, August 2010 – In an article titled “Textappeal: the Advantage of Talents”, the leading Chinese industry publication Modern Advertising (affiliated to Advertising Age) has introduced the notion of transcreation to China.
August 4th, 2010
The News:
New facial-recognition technology created by NEC is currently being tested in Japan: interactive billboards equipped with hidden cameras that determine the gender and age group of people who pass in front of them. The goal is to display advertisements that are tailored to each individual, so that they are better suited to their interests.
July 16th, 2010
The news:
On billboards in Buenos Aires, Argentina, next to the familiar red, white and blue Pepsi logo, there is an eye-catching spelling mistake: “Pecsi”.
The spelling change is accompanied by slogans promoting “freedom of pronunciation” (“el libre albedrio pronunciativo”) and “the beautiful democracy of pronunciation” (“la hermosa democracia pronunciatoria”).
June 17th, 2010
THE NEWS:
Have you ever heard a child tell you that he will cut mean people into pieces, put the bits into bags and hide the corpses so that nobody will find them – just like his daddy does? This is how an ad on French radio begins, for the American drama series Dexter and Canal +. It was adapted from what was initially a successful print and outdoors campaign. Dexter, broadcast in France by the TV channel Canal +, features a sexy policeman during the day who is driven by an uncontrollable urge to kill murderers at night.
June 4th, 2010
The News:
Venus Williams, the world’s No.2 women tennis player, has successfully gained attention from all over the world by her appearance at this year’s French Open, not by her tennis playing (even though she won the match), but because of the outfit she was wearing. Williams, who also designs tennis wear, wore an original lacy corset-like dress in the spirit of the Moulin Rouge with flesh-coloured underwear underneath. Gasps of shock were to be heard from the courtside viewers each time her skirt flipped up during play, wondering if she was wearing underwear or not.
May 11th, 2010
To reverse a drop in sales, Fanta has launched a new campaign with a compelling call to action: ‘Grab a Taste of Friday’.
The Coca-cola brand’s first global campaign in 5 years features a countdown to Friday clock on an ad screen in London’s Piccadilly Circus, and a variety of fun, engaging activities for a day that one brand executive calls “the beginning of the most enjoyable, less serious part of the week”.