Case Study Jaguar: branded video content for the launch of the new F-type
It will finally be time on the 25th May. 52 years after the legendary E-type and an eight month long pre-launch phase, Jaguar is launching its new sports car with the F-type and is now putting all its energy into promoting it. Since the Indian parent group, Tata Motors bought Jaguar and Land Rover in [...]
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How are traders reacting to ever increasing e-commerce turnover?
E-commerce is gaining ever more of the market share: 33 billion € was made last year by online traders in Germany. Compared with last year, the market volume has increased by just under 15% – this is according to current figures from the new IFH industry report online trade. The share of online trade in [...]
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Digital, Social & Mobile: for the first time Coca Cola has a purely digital campaign’ The AHH-Effect’
The Ahhhhhhhhhhhhhhhhhhhhhhh-effect – what does a mouthful of Coca-Cola taste like? What does it feel like? And how can we describe this feeling? Coke as the ultimate refreshment – this is what the soft drinks producer wishes to communicate with its latest campaign, ‘The Ahh-effect’. This is based on 61 websites whose URLs are differentiated [...]
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Case Study Visual Social Media: marketing with Instagram
Surely but slowly, the big international brands are distancing themselves from social media campaigns focusing only on one network. Big brands are increasingly moving over to Instagram, a photo sharing app used to take pictures on the smartphone, then add filters and share them with friends and the Instagram community. This is simple and really [...]
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Bike-sharing-systems: Traditional bike rental goes digital
Even the traditional bike rental is no exception. It is an interesting example for the change of distribution channels as part of the digitalization. Classic offline distribution channels are thereby challenged by innovative online versions. Where there were good hotels in a holiday area or local bike shops just around the corner, which provided bikes [...]
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Structural changes on the IT-market: The triumph of tablet PCs
It is going to happen in no later than four years: the traditional PC with mouse and keypad is going to be transformed into an end-of-range model. According to the latest Gartner-survey, the sales of tablet PCs are going to increase from 116 million to 468 million devices between 2012 and 2017, whereas the traditional [...]
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Aldi focuses increasingly on digital marketing: farewell ‘pork belly’?
Aldi is once again in 2013 the most valuable retail brand in Germany according to the current Interbrand Rankings. With a market value of 2.92 billion US$ and a big lead (still), the discounter is in first place but had to accept losses of 11 or rather seven percent, while competitor Lidl made its way [...]
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Smartphones are used as games platforms
The market for mobile games is booming. Smartphones and tablets are increasingly popular as games platforms. According to a current FORSA study ordered by the IT association BITKOM, every third German smartphone owner uses their mobile to play games. That means over eight million Germans. So the smartphone is now behind the computer and the [...]
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