If Old-School Campaigns Came With Today’s Technology

If Old-School Campaigns Came With Today’s Technology
SHARE
THIS



In 1989, the ‘Back to the Future’ movies gave us a fictional snapshot of what Hill Valley would look like in 2015. And a whole host of prophesies actually came true: wireless gaming, tablets, Google glasses, video conferencing and this year, Nike are releasing the Nike MAGs Marty McFly wore complete with self-tightening laces.

It’s a form of content marketing, but content marketing is not a new phenomenon. Brands have been owning and earning media for well over 100 years.

Now, imagine waking up in 1954 armed with an almanac of today’s technology, sophisticated marketing techniques and channels…  what impact could you make on a couple of the great ad campaigns of the 20th Century?

The Marlboro Man

In the late 1940’s, Marlboro switched focus to the effectiveness of filters in cigarettes to combat concerns of the long-term health effects. Leo Burnett’s inception of the “Marlboro Man” came from an issue of ‘Life’ magazine, where the story of real life cowboy Clarence Long inspired a switch from models to real people. Within a year, Marlboro’s market share rose from less than one percent to becoming the fourth best-selling brand. This convinced Philip Morris to stick with the cowboy.

Image via RYOT.

Image via RYOT.

Clarence Long would have been the perfect foil for a modern day content marketing strategy.

The ‘cowboy’ is an exemplification of the Jungian Archetype. It is the Explorer, a unique, American version of the warrior known from ancient myths, representing a lone traveler.

We could only imagine that Clarence Long (@longsmoke) would make the perfect talisman for this archetype. For the ‘modern’ man of the 1950s, it would represent a virtual world connected by a longing for escapism. It’s easy to imagine the typical posts: ‘@longsmoke Long day ranching. Thank god I got my trusted #marlboros with me #goodtimes #marlborocountry’. Instagram @longsmoke would contain lens-flare saturated images of a world of studs, cacti and Stetsons, accompanied by #filter.

On Facebook we can check into Marlboro Country the ultimate men’s destination that contains life-hacks for the urban cowboy from lasso knots, cut throat shaves to a series of iPhone photography hacks called ‘filter-tips’.

Levis 501s, ‘Launderette’

This campaign premiered in 1985, the year of the present in Back to The Future.

The story begins with the opening bars of Marvin Gaye’s ‘I Heard It Through The Grapevine’ and saw Nick Kamen walking into a launderette and strip down to his boxer shorts.

Devised by John Hegarty and Barbara Noakes of BBH, the ad campaign was designed to try and switch Levi’s fortunes, which at the time were becoming the jeans worn by people’s dads. Research showed that the intended target audience for Levi’s 501 (15 to 19) saw the United States of the fifties and sixties as a cool time and place in history. “Grapevine” was the first of four Levi’s-related songs to all make the Top Ten, a feat that made advertisers realise that choosing the right music was of paramount importance pushing a product on TV. This early form of Integrated Marketing saw a single in the chart, an ad on the box and a 501 logo alongside the artist’s name on the record sleeve.

And just like the Back to the Future narrative, the ad jumps back to a mythical world somewhere in the 50’s, exemplifying the archetype of the Rebel.

The Rebel archetype is in some ways a definitive behavior of the American, inexorably linked to freedom. It’s the Wild Wild West with all its renegades and law-breakers. Later, it was rebels like Thomas Edison and Henry Ford that thrust America into the age of invention and technology. This idea of rebellion leading to innovation, reform and ultimately renewal is at the heart of this archetype.

In this world, we can only speculate what strategies would ensue.

Blog 501, called ‘The Grapevine’: a depositary for fashion and celebrity that feeds social channels from Pinterest to Twitter (#hearditonthegrapevine). Levis would no doubt encourage great user generated content by asking fans to create their own Launderette scenarios. On (the aptly named) Vine, Levis could ask you to stop a looping video of the washing machine cycle to try and spot the 501s. The stonewash bath-hack for shrink fitting your Levis will be in everyone’s sponsored story and the 501 Spotify List will spawn sales of a thousands of other rediscovered classics from Curtis Mayfield to The Flamingos.

From creating disruptive advertising to fueling dreams of escapism – both these groundbreaking campaigns began by consistently aligning to an archetype: The Rebel and The Explorer respectively. Which is often the start of any strong content marketing strategy. Finding our authority to publish before creating content pillars, tonality and ultimately the best channels to reach our intended audiences.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]