Branding

L’Oréal Transforms Its Business Game “Brandstorm” into an Innovative Project Incubator Dedicated to Students

Brandstorm  is one of the world’s major competitions for students, Brandstorm has won several awards in the Human Resources sector….

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Brandstorm  is one of the world’s major competitions for students, Brandstorm has won several awards in the Human Resources sector. The competition has attracted more than 95,000 participants from 58 countries in 25 years.

Brandstorm supports the L’Oréal Group’s Employer Brand reputation by letting young talents discover the company, its challenges and its culture “from the inside” and developing participants’ employability with educational resources.

Each year Brandstorm helps to recruit 150 to 200 profiles to the Group’s entry-level programs. In 2017, Brandstorm is repositioning itself and becoming an innovation incubator for talents and their projects.

L’Oréal Egypt Brandstorm 2017:

With over 95,000 participants from more than 58 countries in 25 years, Brandstorm has become one of the top business games that globally aims to enable students to go beyond living the experience of a L’Oréal employee and allow them to transform their innovative ideas into reality.

L’Oréal Egypt organized 2017 National competition edition of the global business game “Brandstorm” where talented students from top universities in Egypt compete to win the National title. The event was attended by L’Oréal Egypt executive figures, universities partners, talented students and media.

In addition, L’Oréal is committed to providing participants with educational resources and dedicated to developing their personal and professional skills. But the Group is going even further by taking on the role of the incubator to help them bring their projects to life.

In 2016, L’Oreal Egypt launched “Brandstorm” where 72 of students registered, from more than 3 universities, formulated in 24 teams. During the 6 months assignment, L’Oréal Egypt provided coaching, tools, support, guidance to all talents in order to enable them to achieve their targets and be ready to compete on the international level.

Hossam Soliman, L’Oréal Egypt HR Director said, “Brandstorm is one of the top business games worldwide & one of the top launched in the Egyptian universities. It provides a unique opportunity for talents to unleash their creativity and entrepreneurial skill & to help us discover the young brilliant minds. I am happy to see every year it attracts more students and more universities from allover Egypt”.

He further added, “I am confident we have in Egypt the talents & creative minds that can compete globally and represent Egypt in the finals”. At the end, he wished the young attendees all the best in 2017 National Finals.

This year, Brandstorm game is reinventing the concept, to further open up the competition, especially to engineering and technology profiles. More than 7 top universities participated, represented in 52 teams, and 156 talented students, with a 90% increase in the teams joining the competition.

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Branding, CAMPAIGNS

Aliens Campaign: Cadbury escapes planet earth and Egyptians aren’t happy

Customization marketing is an important and crucial aspect of marketing that many of us forget to take into consideration. Marketers…

Customization marketing is an important and crucial aspect of marketing that many of us forget to take into consideration. Marketers continue to focus on pushing maximum reach, but forget that reach isn’t always everything.

Cadbury is a British multinational confectionery company wholly owned by American company Mondelez International (originally Kraft Foods) since 2010.

The Mondelez-owned brand Cadbury Egypt catches up ‘Free the joy’ global campaign, but seemingly bites the dust with consumer feedback. Cadbury’s Dairy Milk chocolate is both an international and local hit, a popular choice for many. Unfortunately, it seems that Dairy Milk may lose some of its strong footing in Egypt after its newest campaign.

Dairy Milk jumps out of the box in 2018, so far out that they have flung themselves into space! The chocolate bars have found their way into alien hands.

 

Don’t let those wide innocent eyes fool you.

They’re coming.

They’re here.

And we know what happens when aliens visit our planet!

 

The idea behind the campaign is brining people to [Feel the Joy or اطلق السعادة]. The alien symbol aims to send out a message of universal love of the chocolate. Showing that Cadbury’s Dairy Milk is able to surpass the limits of culture, language and even planets.

One thing is for sure, the custom-made aliens are definitely making a splash on social media, and everyone has their own opinion on the invasion.

 

Cadbury Egypt catches up to global campaign, 2 years later….

Cadbury’s not-so fuzzy aliens actually come from one of Cadbury’s international divisions, Cadbury India.

The television ad, and aliens, was first released in 2016 as a part of a global campaign, which was set to release in Canada, South Africa, Egypt, Saudi Arabia, UAE, Pakistan, and in some countries in South East Asia.

The campaign was created for Cadbury for their back-then new slogan, “tastes more chocolately.”

The original TVC was animated by Ogilvy & Mather Mumbai and released between October and November of 2016.

 

With only a few small details changed, and an entire scene cut from the end, the ads are basically identical. It seems like Cadbury did not invest enough in customization or marketing localization, instead opting to not customize the ad for local consumption.

 

Cadbury 2018 global brand platform changes into kindness

Cadbury global marketing strategy in 2018 tends to leave joy positioning after six years to go ‘back to brand roots’. The new key marketing messages are designed to focus genuine acts of kindness and generosity.

The new marketing direction in 2018 is re-connecting consumers to Cadbury brand equity by aligning the key messages with moments of kindness instead of moments of joy.

Watch the new TV campaign first aired on 12 January which marks the same date of launching the aliens campaign in Egypt.

 

The new brand positioning aligned with kindness theme will be implemented across the Cadbury portfolio in 2018, starting with the Cadbury Dairy Milk brand.

 

Egypt’s Social Media Feedback

If you do not get Egypt, Egypt will get you. A quick review of the teaser published on Facebook brand page shows that 49% of the comments have been negative towards the aliens (40% positive, 11% other).

Comments ranged from” Irrelevant and not consistent with their “Happiness” platform… Not every global campaign should fit locals!” to “Is this an ad or a horror movie?” *

Another issue that some fans have brought up is the fact that the Aliens were featured on major billboards days before the teaser’s release.

Enabling many people to figure out their feelings about the creatures without the campaign’s context. Perhaps if Cadbury had waited to release the billboards after the ad had been released, then they may have had a better reception.

It’s not all bad though, some people have clearly enjoyed the ad such as this commentator, “I have to buy a Cadbury chocolate bar soon cause [I] love this type of out of this world creepy and unusual stand out advertisement.”

There are two things that this campaign has left us to wonder.

Would the campaign have made it through if Cadbury focused more on customization, and created focus groups to check on feedback?

Would have revealing the billboards at a later date, after the ads release, allowed customers to have more time to like the aliens?

And here is another question, why is their dance so catchy?

Give us your answers in the comments!

*Translated from Arabic

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Branding

Infographic: The original names and logos of famous Egyptian brands

There are many reasons an organization or a famous brand would decide to rebrand. The main reason is when it…

There are many reasons an organization or a famous brand would decide to rebrand. The main reason is when it needs to create a greater sense of brand unity across its business to reflect differentiated identity in the minds of consumers.

For new marketers and experienced professionals, it can be difficult to keep up with the changes that occur in the market. From classic brand names getting uplifts, to brands completely going under the knife and getting a new identity, we are tasked to keep documenting the changes.

We at Think Marketing are working on developing new indigenous content initiatives that meant to provide valuable help for both local and international businesses to better understand and track the Egyptian marketing scene.

In the last 25 years, some Egyptian brands implemented new rebranding strategy which involved a new logo design uplift while others got a totally new brand identity. To make it easier for you, we’ve made an infographic! *

*Give it a moment, it may take a moment to load.

 

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Branding

Formula 1 rebrands iconic 30-year old logo

Formula One unveiled a new logo at the season-ending Abu Dhabi Grand Prix on Sunday as the first step in…

Formula One unveiled a new logo at the season-ending Abu Dhabi Grand Prix on Sunday as the first step in the rebranding of the U.S-owned racing championship. The previous logo and trademark was used by the championship since 1993.

The new identity cements a year of change for F1, as it hopes to re-engage its global fan base. The design was inspired by feedback from fans across the globe, while the redesign and brand overhaul was led by Ellie Norman, Formula 1’s first Director of Marketing.

The design, described as symbolizing the look of a Formula One car with a ‘modern-retro feel’, replaces one introduced three decades ago by former commercial supremo Bernie Ecclestone.

F1-new-old-logos

The expensive redesign by Liberty Media, the American owners of the company that controls Formula One, replaces the logo which was introduced by former F1 supremo Bernie Ecclestone, and has stood for 23 years.

The new visual identity echoes the shape of a Formula 1 car – flat, low to the ground, an icon of speed rather than a diagrammatic representation of it. It has a modern-retro feel with enough aggression in its engineered sharpened edges to hint at both the technical prowess of the teams, while leaning into the extreme and dynamic nature of the sport.

Sean Bratches, Formula One’s MD, said the new logo shows the broader transformation occurring in the sport, as its owner, US media conglomerate Liberty Media, attempts to widen the sport’s appeal and “lead it into a digital future.”

New Misson Statement

Formula One also unveiled its mission statement with five key behaviors. The five ‘key behaviors’ are listed as: ‘Revel in the racing,’ ‘Make the spectacle more spectacular,’ ‘Break down borders,’ ‘Taste the oil’ and ‘Feel the blood boil.’

The first involves working with teams and the FIA to improve racing, the second to build up events around races, and create more of a buzz, while the third is about increasing the audience and drawing in new fans with digital technology.

The last two relate to presenting the technology in a more compelling way, and highlighting the human emotions and rivalries.

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Branding

Vodafone Launches New Visual Brand Identity

Established in 1991, Vodafone is one of the world’s largest telecommunications companies, with 523.5 million mobile customers and 18.5 million fixed broadband…

Established in 1991, Vodafone is one of the world’s largest telecommunications companies, with 523.5 million mobile customers and 18.5 million fixed broadband customers across Asia, Africa, Europe, and Oceania.

Last week, Vodafone introduced a new logo designed by Brand Union as part of a global brand re-positioning. Staying in place will be the Vodafone ‘speech mark’ logo that was created in 1998.

As part of a major global rebranding and brand re-positioning, Vodafone Group has launched a new campaign called “Hello” which forms part of the brand’s biggest advertising campaign in its 33-year history.

“The story of hello” video focuses on the constancy of human interaction even while technologies evolve over time.

The new brand positioning strategy and related advertising campaigns were developed after extensive research and concept testing by Kantar which included qualitative and quantitative responses from 30,000 people in 17 countries.

To help position the campaign further, Vodafone commissioned an opinion study with YouGov to determine how people felt about the future.

The study surveyed 13,000 people across 14 countries and found that, overall, people are more positive about the future. Nearly half, 48%, think that today’s children will have a better life, but nearly a third, 32%, think it’ll be worse.

The future is exciting. Ready?

Changing the ‘Power to You’ tagline the company has used in all of its advertising and marketing campaigns since 2009, and in comes a new slogan: ‘The future is exciting. Ready?’

Serpil Timuray, Group Chief Commercial Operations and Strategy Officer, Vodafone Group
Serpil Timuray, Group Chief Commercial Operations and Strategy Officer, Vodafone Group

Nearly 30,000 people in 17 countries had input into the new branding through market research. The language used in the brand tagline will vary from country to country so, for example, in Italy, it will be “il futuro e straordinario. Ready?”, and in Spain “El future es apasionate. Ready?” while in Egypt will be “اللي جاي أقوى. جاهز؟”.

The new identity will be used at all brand touch points, from advertising platforms to Vodafone retail stores and packaging. Vodafone currently has equity interests in 30 countries across five continents and around 50 partner networks worldwide.

Vodafone Global new ad campaign
Vodafone Global new ad campaign

Vodafone logo evolution

Vodafone redesigned its logo completely in 1997. All the older elements of the logo except the color have been removed. The red color in the Vodafone logo represents talking, sound and passion.

This logo was shaped as a SIM card. The “apostrophe” icon later becoming the Vodafone signature has been used for the first time. To incorporate the new logo to its brand identity, the word “Vodafone” also took its place in the logo. The space between two “o” letters has been designed to place the “apostrophe”.

The new visual identity will place much greater emphasis on Vodafone’s iconic ‘speech mark’ in the biggest change to one of the most recognisable symbols of Vodafone since the ‘speech mark’ logo was created in 1998.

The ‘speech mark’ will now appear as the central graphical focus overlaid on all marketing and marketing communications activity. The logo will also appear in a new 2D design in place of a skeuomorphic 3D approach.

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