International

Despacito; Puerto Rico tourism increases by 45% due to music video

Media and Social media are powerful tools, something we Egyptians know very well. The tool can be used to ignite…

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Media and Social media are powerful tools, something we Egyptians know very well. The tool can be used to ignite dozens of things; memories, attention, action and so much more. Puerto Rico now feels the true impact of media through the popular summer hit, Despacito.

The latest single and video from award-winning superstars Luis Fonsi and Daddy Yankee has indeed become a global smash hit three weeks since its release.

The “Despacito” video is now the fifth most-watched on YouTube and till today it hit 2,486,820,678 views on YouTube, and the video was just released this year.

Just a few months ago, the country’s governor, Ricardo Rosselló, declared the country bankrupt. That may not be true for long, Despacito’s catchy tunes has captured the world and has generated interest in the small island. Its worldwide popularity, and its single line in the song “This is how we do it down in Puerto Rico,” has increased tourism by 45%!

Drawing Tourism and Criticism

Even with the only mention of the country being one line in the song, mentioned once, the effect it has had is profound.

According to a local daily newspaper Un Nuevo Dia, the song and its music video has increased tourism to an unexpected degree. The video includes historically famous locations such as Club La Factoría in Old San Juan and La Perla sector, as well as beautiful shots of island scenery. Tour guides have seen the opportunity and now have included the locations in their new tours.

After learning of the news, one of the singers, Luis Fonsi, posted on Instagram stating “What a joy it is to read this in international media. Puerto Rico is the true protagonist of this song and this video.”

 

Although most are happy about the increase in tourism, the video has been criticized as creating “Ghetto Tourism.” Ghetto Tourism is defined as a type of tourism where people will visit improvised or slum areas, to see how it is like on ”the other side.” Although criticized, Ghetto Tourism doesn’t really come with terrible results, and usually brings in more income and interest to those living in the slums.

 

Social Media and Building Tourism

Ever since Instagram became truly popular, Tourism organizations around the world have been trying to use Social Media to encourage travel. The visual platform has become the travel company, or even tourism ministries, go-to social media.

Social Media has given birth to “Earned Media,” such as recommendations from friends and family, online forums, reviews online and searched social media posts. Earned Media has changed how tourism companies have to work on the online world, because earned media can easily go from “this place is magical” to “gross and lame” in a blink of an eye.

For companies working in the travel industry, or even tourism ministries, Puerto Rico’s sudden rise in tourism could be an interesting inspiration. The tour guides who have already added the music video’s locations to their stops understand the power that media had on their tourism.

Despacito’s effect on the tourism of Puerto Rico could be an inspiration to all in the tourism industry, as well as marketing. How will Puerto Rico use this knowledge and use the song to raise tourism more? Time will tell.

 

Soft Power & The Content Marketing of Nations

Soft Power Marketing (SPM). According to its creator Joseph S. Nye Jr., a Harvard Academic, Soft Power can be defined as a means of generating a foreign public opinion in line with the same outcome you desire through understanding and fine tuning your messages based on how the audience hears your messages and interprets it.

Soft Power Marketing is a medium of attracting others through effective public diplomacy that involves not just age-old broadcasting, but by using an exchange basket of intangibles assets like culture, political values and beliefs, well supplemented through physical trade of complimentary tangible assets.

We can glimpse what that new future could look like. It’s peak time to start emphasizing on Soft Power Marketing as Individuals and as nations.

 

Do think the one line in the song should be enough to generate such a response?
Let us know in the comments below.

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International

5 (Smart and Crazy) Super Bowl Commercials 2018 you should watch

The Super Bowl is one of the biggest nights for the USA, combining sports-filled action and highly entertaining half time…

The Super Bowl is one of the biggest nights for the USA, combining sports-filled action and highly entertaining half time shows, it is usually a night most Americans don’t miss.

On the other hand, it is something that advertisers shouldn’t miss. The Super Bowl’s audience isn’t just sports fans. Over the years, the event has gotten a widely known reputation for being one of the best platforms to launch some of the year’s best advertisements.

And since not all of us could watch the Super Bowl just to watch the ads, here are our picks for the best 5 Super Bowl ads of 2018.

 

5) Budweiser

Starting off the list is a tear jerker.

American Beverage manufacturer Budweiser changed up its usual fun ads for a dose of seriousness and heart. Their ad this years highlights the company’s disaster relief efforts, in which they have donated 79 million cans of water over the last 30 years.

“This year we wanted to use our Super Bowl time not only to entertain but also to bring a message that is really [about] purpose and to celebrate, of course, our incredible employees,” said Ricardo Marques, VP of marketing for Budweiser.

  • Creative Agency: David Miami

 

4) Doritos vs Mountain Dew

This fun, high-speed rapping, ad had a lot of people talking even before its official debut at the Super Bowl. PepsiCo had already dropped that Peter Dinklage and Morgan Freeman would be battling each other week before.

The ad is fun, simple, and captivating as Busta Rhymes and Missy Elliot help with their catchy and well-known songs.

  • Agency: Goodby Silverstein & Partners

 

3) Alexa

One of the most entertaining ads of this year’s Super Bowl, Amazon’s very own voice assistant loses her voice, creating panic.

What does Amazon have planned for this particular crisis? A very random group of celebrities that will bring out the smile on your face. Even Amazon’s own founder makes an appearance, but it is easy to miss.

  • Agency: Lucky Generals/in-house team D1

 

2) Dundee

This is one campaign that should be buzzed about all year.

The campaign has been around for a few weeks, in which its masqueraded as movie trailers. Movie fans of the original Crocodile Dundee were excited for a sequel no one thought they wanted. The ads included stars such as Danny McBride, Chris Hemsworth and Margot Robbie.

Many were shocked when it was revealed at the Super Bowl that it was an elaborate campaign for Tourism Australia. Yet, it was such a well-made campaign, that most were tricked, making it a great campaign in deed.

  • Agency: Droga5

 

 1)    Tide

The absolute best ads of the Super Bowl 2018. This set of ads had it all.

Totaling in an absurd 5 separate TV spots, Tide went above and beyond this year. There is so much to love. Making fun of older Super Bowl ads, and some classics which you may recognize like the famous Old Spice Ads, and even makes fun of other parent company P&G brands.

  • Agency: Saatchi & Saatchi New York

 

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Featured Stories, International, Recommended Stories, Social Media

Google reveals 2017’s top YouTube ads

It’s December, and that means end-of-year reviews are coming up! Keep up with us as we upload content on the…

It’s December, and that means end-of-year reviews are coming up! Keep up with us as we upload content on the year’s best and top things, just like with this article.

Starting off is YouTube’s biggest global ads, showing us that although 2017 was filled with a lot of heartbreak and hurtful events, admen and women around the world continued to try and lift our spirits.

This year’s global ads have been filled with a lot of heart, care and goofiness. Surprisingly, a surprise entry this year shattered the competition, coming out of the blue and into our hearts.

 

10 –  Mr. Clean | 2017 Super Bowl Ad | Cleaner of Your Dreams

With over 17.6 million views, this video starts off the list and lifts the mood for the rest of the list.

The cleaning brand not only shows off its brand’s “assets,” and famous Mr.Clean, but also enjoys making light of the housewives’ dream of a man who cleans.

 

9 – Levi’s® “Circles” Commercial l Full

At 22.3 million views, this fun dance-filled video shows off the brand’s lifestyle and message to youth across the world.

 

8 – iPhone 7 — The Rock x Siri Dominate the Day — Apple

At over 25.2 million views, The Rock continues to be a media darling with his fun and easygoing personality.

Read more at The Rock and Siri go crazy; The Rock dominates the day with Siri

 

7 – adidas Originals | ORIGINAL is never finished

Right above iPhone’s 25mill is adidas’s 25.3 million viewed ad.

As adidas was one of the originals, original sneaker creators and sellers, the brand aims to remind people that Originals (and their original sneakers which are super popular right now) are still desirable.

The brand created a similar video later in the year with well-known celebrities.

 

6 – 2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy

You don’t need to save the Earth on your own, but you can always provide in the little ways.

With their 2017 ad for the Niro, Kia shows that you don’t need to be saving the world all the time, but you can always do your part with their new Eco Hybrid car.

This funny and goofy ad has been viewed over 25.9 million times.

 

5 – Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

In a year where America has seen a lot of heavy criticism due to issues with racism and etc., Budweiser, which is one of America’s most iconic Beer brands looked to put its hand in the ring.

The ad depicts the hardship that one of the company’s founders went through to come to America, showing that America is still the land of dreams for many immigrants, and that dreams can come true.

The ad comes at number 5 with 28.5 million views.

 

4 – MISS DIOR – The new Eau de Parfum

Dior has been in the industry for years and know just how to reach their audience.

With beautiful visuals and a popular celeb focus, this ad has reached over 44.5 million views.

 

3 – Ping Pong Trick Shots 3 | Dude Perfect (Oreo)

Oreo decided to go a bit different, using content creators and Trick Shot Aficionados Dude Perfect (with over 24 million subs), the brand was able to reach their audience with fun and engaging content.

At 94 million views, here is number 3.

 

2 – Clash Royale: The Last Second (Official Commercial)

2nd on our list comes mobile game application Clash Royale, which has been an advertising powerhouse for a while now.

The brand’s ad continues to gather fans and views even though it was released back in 2016, at 111 million views, here is number 2.

 

1 – Samsung India Service (SVC) – We’ll take care of you, wherever you are. #SamsungService

Coming in at Google’s YouTube’s top ranking, comes a surprising and endearing video all the way from India.

Although American ads have dominated YouTube, the winner goes to Samsung India with their beautifully crafted video.

This heart-wrenching ad breaks out of 2017 with a whooping 150.3 million views.

 

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Brand Activation, Featured Stories, International

Cultural Marketing: Barbie finally makes a Hijab wearing doll

While most young girls around the world are accustomed to playing with Barbie dolls that are dressed in fashionable and…

While most young girls around the world are accustomed to playing with Barbie dolls that are dressed in fashionable and sometimes sexy dresses.

Hijabs and Niqab have become an international discussion, usually due to bad situations. Well, they are back in the news, but finally the international community is celebrating another side of the Hijab and Niqab story.

Barbie’s manufacturer, Mattel, has just released a new Barbie doll, and this time, it is definitely newsworthy.

Recommended Read ► What marketers can learn from Nike “Pro Hijab Collection”

Barbie has always been the same since its launch in the 1950s; tall, white, slim and blonde has been Barbie’s most memorable traits for decades. But in a world filled with multiple cultures, multiple looks, Barbie’s old look just doesn’t seem to fit.

Mattel’s newest strategy?

To rebrand itself, not as the slim tall blonde of the pack, but as a pack leader of a diverse and strong group.

 

Bringing the future, lifting the spirits of young girls around the world

First hijab-wearing Barbie launched inspired by Olympic fencer. Meet new and improved Barbie, with beautiful dark skin and a sleek hijab. She says the doll is a “childhood dream come true”.

Based off of the USA’s Ibtihaj Muhammad, an Olympic Fencer who became the first US Olympic team member to compete in a Hijab.

The Olympic Bronze winner played for team USA in Fencing. She also won gold in in 2014 at the world fencing championships in Russia.

Now she has made history again by having the very first Hijab Barbie modeled after her.

Barbie’s marketing vice president Sejal Shah Miller said in a statement: “Ibtihaj is an inspiration to countless girls who never saw themselves represented. By honoring her story, we hope this doll reminds them that they can be and do anything.”

 

The Barbie has quickly become a visual reminder that we now live in a multi-cultural world, and a self-esteem booster for many Hijab wearers.

Ibtihaj herself said that she loved playing with Barbies when she was young, but had trouble with the fact that they didn’t look like her. So, she started to sew hijabs to put onto her dolls.

Now she hopes that young girls around the world will be inspired “to embrace what makes them unique.”

 

It’s not only about the Hijab

Ibtihaj made sure that the doll wasn’t simply a covered up classical Barbie; thick sports trained legs, strong arms and dressed in full fencing gear, this Barbie is definitely far away from the stereotypical Barbie.

The Fencer is featured as part of Mattel’s “Sheroes” line, in which they are inspired by real women.

According to Mattel, to be considered for Shero status, a woman needs to have broken boundaries, inspired girls and played with Barbies as a girl herself.

Ibtihaj isn’t the only Olympian on the Barbie Shero roaster, fellow team USA Olympian Gabby Douglas also has her own doll as part of the line.

 

Tell us, do you think this is the right step to the future? Comment and share your thoughts with us.

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Featured Stories, International

Samsung smacks Apple and Apple fans in new Ad

Samsung has always loved to make fun of its biggest competition, Apple. The two smartphone giants have been butting heads…

Samsung has always loved to make fun of its biggest competition, Apple. The two smartphone giants have been butting heads for years now, each biting back through ads or even court room drama. Although it’s been a while, Samsung has finally come out with its newest dig at the iPhone manufacturer.

In Samsung’s newest Ad, Growing Up, the mobile giant has a lot of fun at Apple’s expense.

The ad follows Erik as he falls in love with Apple and its popularity. It starts with iPhone’s very first launch in 2007, with Erik excitedly calling friends with his new phone.

The Galaxy Note creator soon makes fun of the things that many Apple users have come to dread and fear.

 

Making fun of Apple

First was a poke at Apple’s usage of 16GB storage space for many years, and with no external SD memory slots available.

In another scene, we find Apple’s small screen made fun of beside one of Samsung’s much larger phones.

Later, the ad makes use of Samsung’s water-resistant phones, showing an iPhone in a bowl of rice after an accident in water. Lastly was Apple’s newest contraption, the Dongle, an accessory necessary to listen to music and charge the phone at the same time.

Throughout the ad, you can also see the jokes around Apple’s diehard fans, as they wait in rain and snow for the company’s newest release.

The ad ends with Erik finally switching to Samsung, happily putting his diehard Apple ways behind him.

 

Rivals to the point of crazy

The theme of Growing Up simply is about making fun of Apple, and that Samsung is always ahead of iPhone’s hardware.

Apple and Samsung fans have always been quick to jump on any opportunity to make fun of the other. Samsung’s unfortunate exploding battery problems are one of many that Apple fans love to point out.

Samsung and Apple fanboys and girls have been at each other’s throats for years, with some incidents of actual physical fighting.

The rivalry between the two has been so well documented, and popular that even Windows made fun of the rivalry in a Windows Phone commercial.

What do you think of the ad? Did you see the final Easter egg that Samsung left behind? Tell us!

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