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Blog Posts (18)

  • Sonic Identity & Audio - Your Brand's Superpower

    Scroll... Tap... Swipe... ... and then you scroll some more. Our eyes and our attention is tethered to these small and large screens equally. Which is why we can spend hours on Tiktok, Instagram Reels, or just binge watch television series, season after season. No wonder, from frustrated parents to tired professionals, we all just want to give our eyes a long needed break. What happens when you close your eyes and just listen? You engage... You connect deeply. As you ease into the intro or the voice of your favourite podcast host, or just listen to a sweet jazz riff playing, audio cuts straight to the emotion and makes you, the listener, open your heart and mind to this medium that is as old as time itself. This 'new normal' There's no medium that has adapted to this new normal better than audio. It is no accident that audio has quickly gained traction and that audio listening and ad spend are ever increasing when it comes to audio. The powerful trio, OTA (Over the Air) Audio, podcasts, digital audio are now delivering what both consumers and marketers have long been craving: a more meaningful connection. Research shows that audio spurs more emotions than any other medium, and in the age of measurement, real-time insights and analytics, audio has become an integral part of any advertisers arsenal. Audio ad spend rose 10.4% in 2020 compared to 2019. Podcast spending will hit a fantastic $1 billion in 2021. And why is this sudden shift happening? It's simple, audio has kept all the emotion and impact it’s always had while adding measurability and versatility that match the moment. Let's turn up the volume! 2020, we all had our entire lives and routines shifted around, and this led to some very definitive and permanent disruptions in our day to day lives. People stuck at home started spending more time listening to podcasts and personalized music. Your favorite playlists and podcasts became as essential to you as masks and sanitizers. One thing is certain, audio will be a permanent solace for the lot of us, just as it has been for the past century, but now audio finally has taken center stage. We know the genres we like more evocatively, the styles and the variations. We know why we like that particular artist because they either pump up our moods during those downer phases, or they just enable us to get in a relaxed state of mind after a long day at work. Screenless finally is catching up If you dread your next Zoom meeting, you're not alone. Screen fatigue is real, but we are yet craving content that we can enjoy without being locked in and tiring our eyes. That's the great thing about audio; it moves with you wherever you go. Think about it- you could be driving the car, walking the dog, or doing grocery shopping, but with a trusted pair of earbuds, your choice of audio moves along with you. But even though you're on the move, it means that your full attention is on the audio. Emotions are evoked - you're yet intently listening. That's the beauty of audio. It's a beautiful medium that you can multitask effectively with. Audio just gets you in the right mood, regardless of where you are at mentally. The heart and the brain are biologically connected. Neuroscience helps us determine how people respond to content and stimuli by measuring variations in heart rate. This measure of engagement is called immersion. And studies show that the more someone is immersed in content, the more they will recall and take action. Meeting Consumers at the moments that matter Immersion is a blend of attention and emotional connection. That’s why the power trio of integrated audio is driving immersive experiences, beating out even TV and social media. Audio can evoke the right emotions, pique our interest, and stop us in our tracks (or in our driveways) with deeply connected and quite often emotional experiences. Brand awareness ads in podcasts jumped from 25% in 2016 to 45% in 2020. Talking is the new clickety click While audio consumption is on the rise, so is voice. We now can control our doors, amplifiers, lights, computers and even our phones with voice instructions. And more so, now brands can even talk back to us. Voice assistants that used to just play music or deliver the weather now offer interactive brand-to-consumer experiences. Brands are embracing the speaker-as-touchpoint phenomenon, adding voice-triggered ads to their audio campaigns. That paves the way for some amazing new opportunities with shoppable sonic interactions. Your bottom line Sonic branding tends to stir up emotions, and if crafted correctly, can lead to brand associations that are meaningful and impactful to the end consumer. In a world of visual chaos, audio is a 'breath of fresh air'. It is the place brands need to be, to enable them to stand out from the noise. Audio is trusted above all other media - more than TV, more than social media, and even more than Google...

  • Why the Elon Musk bid (for twitter) is not as bad as it looks...

    At the Unmarketing Agency, we've always encouraged different thought processes, because we've always felt that collaborating within the difference of thoughts and ideas is what strengthens us, and not what limits us. The whole Elon Musk putting up a whopping $43 billion to outright purchase Twitter, delist them, and run them as a private entity, all in the name of free speech, has stirred up controversy from 'free speech' advocates, to 'tax the rich', to 'eliminate billionaires' and so on and so forth. But in my perspective, everyone is missing a deeply fundamental point - Elon Musk was amongst the first generation of internet users, and of that extension, entrepreneurs that were created in that space. To him, the internet is a whole lot different than most of the younger generations who grew up with the internet as a part and parcel of their lives... Web 1.0 to Web 2.0 There was an old culture from Web 1.0 (pre-90s) to Web 2.0 - pre Facebook, AOL, eBay, etc (pre-2005s), that had a very strong free speech culture. Let me explain from my personal perspective. During this time, I had just left Dubai, United Arab Emirates, graduated from high school, and moved to Boston and then subsequently New York, but the explosion in exposure to new concepts, ideologies and thought processes left me in awe. Most of this was from the early internet companies like mIRC, Kazaa, Napster, ICQ and a whole lot more. You have to understand that from the 90s to early 2000s, Dubai was at best a small town, the landmark structures it is currently known for, were starting to build, but it was yet a fairly small community. I knew all my neighbours in my locality by name, by character and by reputation. Walking down to the corner grocery store, the bakery and even the bank involved interacting with people I knew either personally or at least by name. The Dubai then, was not the flashy metropolis people aspire to go to today. More so, Dubai was also pretty closed off at that time. Ramadan meant you wouldn't dare to be seen out in public, eating or even drinking water. You had to be careful of what you said, free speech was not a reality in early Dubai days, and the danger was that everyone knew you, so there was no anonymity, no cover to articulate your views without the danger of repercussions. So when I suddenly found myself in Boston, I was shocked to see that censorship was gaining momentum. Religious conservatives sought to ban rap, hip-hop and heavy metal, for as simplistic reasons as they 'felt' those music genres were satanic. Violent games (even though they were heavily pixelated) were considered bad influences on our youth, and dangerous to the future of our society. Anything that affected the so-called moral fabric of American society (at that time), including porn, music videos, etc had to be banned. Free speech of Web 1.0 For me as a foreign kid in the land of the dreams, home of the brave, this was more of a culture shock. You see, I grew up watching movies on how Americans fought against all odds for what they believed in, so suddenly realizing that they weren't all that different from the rest of us, was a huge slap in the face. But for us Gen Xers, the saving grace of that time was the internet. Programs like mIRC, ICQ, were lifelines for us. To us, the internet represented the best of the human spirit and ingenuity, a new frontier, a new world. To us, the internet would be the evolution of our kind, of our species, allowing us to aim for the stars. But first starting at our home world, evolving our thought processes, making us more attuned to new ideas, new frames of thought, new ways of thinking... The internet was supposed to usher in the next evolution of mankind. But... while it did all of that, it allowed us to truly be ourselves. While we would wear avatars in the online world, use usernames like sapiothinker999, we were truly being ourselves. For those people who were outcasts in the real world, and the so called geeks and nerds, we congregated online, exchanged ideas, thoughts, notions ... anything and everything. The internet originally was meant to be open source, a liberated space where all of us could freely think without fears of repercussions and worrying about the other camp. Free speech to us, was the freedom to be yourself, so we fiercely protected that ideal with a ferocious zeal. Elon, being amongst some of those early entrepreneurs of the golden internet age, free speech to him is not what free speech today is perceived to be. As he says, "Creating a public platform that is maximally trusted and broadly inclusive is extremely supportive to the future of civilization." And he is not wrong... The world has fundamentally changed... It's not that the principle of 'free speech' has changed, or is no longer valid - it definitely is. It's that the practical issues that uphold those principles are hugely different, because the world is different today, and is presented with a larger set of challenges that are more complicated to uphold than it was in the 'heyday' of the internet. The internet is no longer that frontier where you go to be free. Today, it literally is where the entire world is. The internet is so ubiquitous, that it's as common as electricity in our days. Culture wars are now being fought on the internet, in the same way culture wars were fought in the news channels, television shows and courtrooms of yesterday. Upholding free speech in this environment is not only challenging, its an imperative. Why? You are not only standing against some religious conservative nut, or someone trying to mandate the information you are fed- you are now fighting against everyone. All because the other side is trying to take away the rights of those who think different from themselves. We've had this discussion amongst friends, and even amongst our colleagues. All our left wing friends are convinced that the algorithms unfairly favour the right wing, misogynistic patriarchy, and they have tons of evidence that show this happening. All our centrist/right wing friends are convinced that the algorithms unfairly favour the Marxist, LGBTQIA+, Anti-government, anti-business agenda, and they also have tons of evidence that show this happening. These egregious violations cannot stand- they both say, it is a danger for free speech. But whose free speech? I think us Gen Xers understand this fundamentally, but what we should be talking about, is how internet culture has changed since its inception. Donald Trump was not banned from various tech platforms because they didn't agree with his politics. His politics have been pretty clear from the start. Donald Trump was banned from politics because his actions on the platform threatened the whole integrity of the platform. 'Free speech' is a cognitive construct: it does not have a physical reality, but our combined powers of human intelligence and perception, has imagined it as a fundamental right. Every nation has a limitation to 'free-speech', for example in Germany, 'free-speech' is allowed, but definitely with no Nazi undertones. This is why the notion of free speech varies with cultures, and quite possibly with time. Today universally, free speech is without spamming for example. The algorithms that these tech platforms run on, do not have a fundamental bias - they are algorithms, or mathematical formulae, and quite honestly most of these tech platforms do not really care about your political bias. If they didn't spend so much time and resources, continuously adding pointless new features to fix our conflicts, they'd be releasing new features that would better our society. Elon Musk realizes that, a company that is, at best a platform where we articulate our thoughts in public for the world to see, cannot be run in the conventional capitalistic sense. It needs to be a private entity, run for the sole purpose it was created for. For us to post memes, quotes, thoughts and most importantly to be an idea exchange platform between cultures, people and groups. Now if Elon Musk can get us to that point, possibly bringing back the heyday of the internet glory days, hell he's got my support...

  • Marketing Campaigns that did it Right

    Human advertisement Time and again it is preached to tailor ad campaigns where the customer is the hero, where ideas and discussions are encouraged, stereotypes are dismissed, and brand is the highlight instead of the product. It may not sound that rationale as the product is what the customers are after right? What we fail to see is that our customers are humans first, whose decisions are guided by their emotions initially. So connecting to them in ways more than just the product, results in higher chances of conversions. Ads are a great outlet to showcase your brand personality and what it truly stands for. By letting your audience know you, your ideals and goals, you may create a relatable brand personality for the target groups to agree with. Plus it is understood that living personalities are better connected with and leave lasting impressions than the product itself. Many brands have tried and tested this method, usually ending up with good results. In this article, we’re going to see different marketing campaigns that have been speaking volumes in volumes. Netflix This American streaming service and production company has established themselves very well all over the world. We know Netflix not only by their logo, but their sounds as well. Sounds that are specific to the brand play a major role in their personality, which is why sonic branding is a scope not to be forgotten. For example, Apple’s notification ping or Windows logging out. I am sure it played in your head while reading this. Their ad campaign played that sonic branding card, and said that everyday scenarios can be a start of a great movie or series, if one can recognise them. See how they just related good movies and stories to “Tudum”? Dove A personal care brand that believes beauty should be a source of confidence, and not anxiety. As the age long saying goes, beauty is pain, this brand stands to defy that and change the definition of beauty. The Dove Self-Esteem Project fights for the younger generation who are constantly bombarded with social media fantasies and unrealistic beauty standards. This is a concerning issue seeing how today's generation battle with insecurities, affecting their overall mental and physical health. Highlighting their agenda and opinions humanises the brand, creating a following that supports and stands by them. Sinyi The 2021 Cannes winning campaign got people talking, challenging their mindset and the norm of questioning marriage. Such is the power of good marketing campaigns. This campaign was made keeping in mind the growing trend of divorce in Taiwan which ranks 1st in Asia and 2nd in the world. This is not good for real estate business since newly wed couples are their main target group. While the campaign will not bring an overnight change, it is a long term shift in the mindset of the people. Before its release, an online debate about “the age of doubting marriage” was launched by the agency. The ad garnered 14 million likes in a week and more than 40 news outlets in Taiwan reported on the film and numerous local celebrities shared it on their own social media, creating millions of dollars’ worth of exposure. Heineken A beloved beer brand took the pandemic and launched a series of ads in its own cheeky and humorous way. #socialiseresponsibly ads were positive, hopeful and witty as they showcased different problems and scenarios faced in the past two years. From virtual meetings, the longing of being out, to in-person gatherings, Heineken has shown that it is not the end of the world. It also openly advocated vaccines which has affected its brand following both negatively and positively. But hey! As long as you have a loyal group who believes in you, you are not alone. Apple Needing no introduction, this aspiring brand has established itself so well that now, their campaigns are powered by the customer itself. Introducing #shotoniphone where the world took this challenge to showcase the product. Instagram itself has more than 15 million posts on it. It built a community where the users felt as a part of the brand, increasing brand retention to 90%. At the same time, UGC also establishes trust and credibility of the product because people trust real users and their reviews. Showcasing their top-notch product, real content from real users, brand awareness and social media; they ticked all the boxes in the right way resulting in increased sales. Axe We are all too familiar with the axe effect. Initially it depicted women swooning over men who used the product, but conversation of toxic masculinity and sexist stereotypes led them to abandon the tagline in 2016. Now there is a refreshing take on the tag, where they have adapted to the mindset of today's consumer, bringing in inclusivity and positive attraction. (see what I did there?) This new Axe Effect depicted in “The Walk” draws attention from a broad range of people and a dog too! The entire video is active, warm, positive and definity humorous. Today, people are not only confined to one type of attraction therefore the open minded concept chucks out the sexist stereotype, a good riddance. It definitely takes advantage of the time when everyone is finally stepping out after the pandemic. Conclusion Your marketing campaigns connect you to your target audience, and deeper connections lead to loyal followers which in turn convert to sales. It is a no brainer that what you portray will determine what you attract, therefore keep it real, simple and human.

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  • Award Winning Campaigns, Branding Agency in Singapore and India | Unmarketing Agency

    Our Thoughts LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Elevating a financial institution to represent more than just money Elevating a financial institution to represent more than just money LEARN MORE Branding, Product Design, Storytelling Branding, Product Design, Storytelling How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? LEARN MORE Product Design Product Design Redesigning an insulin pen to look more like a personal accessory Redesigning an insulin pen to look more like a personal accessory LEARN MORE User Experience, Branding, Storytelling User Experience, Branding, Storytelling Refreshing the image for a made-to-measure menswear company Refreshing the image for a made-to-measure menswear company LEARN MORE Branding, User Experience, Experiential Marketing Branding, User Experience, Experiential Marketing How do you rebrand Dubai's Favorite Beach? How do you rebrand Dubai's Favorite Beach? LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Meeras, Dubai's best kept secret, that's no longer a secret anymore Meeras, Dubai's best kept secret, that's no longer a secret anymore VIEW ALL PROJECTS Featured Projects Stories transform the way you talk about who you are, what you do, and emphasize on the unique value you bring to your customers. Campaign Management Experiential Marketing User Experience Storytelling Sonic Identity Branding Identity Gladwyn Lewis Nov 20 4 min A foray into the world of flat design 9 0 3 likes. Post not marked as liked 3 Gladwyn Lewis Nov 20 6 min Making User Experience go Viral 14 0 3 likes. Post not marked as liked 3 Gladwyn Lewis Oct 26 4 min Dune, a masterpiece in sonic experiences 27 0 5 likes. Post not marked as liked 5 Gladwyn Lewis Oct 26 6 min The Ultimate Guide to storytelling in advertising 19 0 3 likes. Post not marked as liked 3 1/4 Be Seen, Heard & Understood We craft signature stories, that help connect your brand to your customer. How? Through the below services... Looking for help with your branding, website and content? WORK WITH US

  • The Unmarketing Agency | Tiger Beer Asia | Singapore | India | Dubai

    Tiger Beer Asia Uncaging local talent whose approach to their craft serves a good cause. Storytelling, Experiential Marketing The Brief Tiger Beer’s new campaign, “The Uncaged,” takes the idea of showcasing emerging talent and “uncaging” local heroes and focuses it on those whose approach to their craft serves a good cause. The campaign features a group of “Uncaged Heroes” from fields like technology, dance, fashion, music, art and food. Tiger Beer - Uncage Series - Anthony Chen Singapore born and bred and from a classic middle class family, Anthony was expected to follow the predictable path to career and financial success. Unexpectedly however, he discovered a passion for filmmaking. In 2013 he won the prestigious Cannes Camera D'Or for his debut film 'Ilo'. Today Anthony continues to break new ground, inspiring others to pursue their creative dreams and find the courage to make them reality. As an uncaged hero Anthony has broken through the conventions of Asian cinema, dominated by action and gangster films, to create work that conveys a new sense of honesty that he hopes will inspire others to uncage their stories and their creativity. Tiger Beer - Uncage Series - Charlie Ruedpokanon Tiger Films presents Charlie Ruedpaknon. Born into a world of business Charlie uncaged to become an acclaimed professional stuntman. Tiger Beer - Uncage Series - Joey Chan Joey Pang moved to Hong Kong when she was three, and grew up wanting to be an artist. Moved by the way the human body and art could interact, she began as a makeup artist - but the transient nature of her work became frustrating. The permanency of tattoos caught her attention and she pursued her dream of becoming an artist working on living canvas and changing how body art is seen. As an uncaged hero Joey Pang hasn't just broken free from the cage that has kept women away from the art of tattooing, she has completely redefined the way the human body can be used as canvas to express a personality. Out of gallery Our Solution To kick off the campaign, Tiger Beer starts by highlighting the group of Uncaged Heroes, sharing their work in a launch film that can be seen on the brand’s social media channels and campaign website. Tiger Beer through partnerships with Hypebeast, hosts contestant submissions and direct chosen finalists to perform on stage in one of three “Uncaged Nights” events in June. Finalists chosen from each of these three performances will then faceoff in July for a chance to be featured at The Uncaged LIVE event on Sept. 20 in Venice, Italy. The Results Jeremy Beadles, regional corporate affairs director of Tiger Beer, HEINEKEN Asia Pacific, said the brand has always done things in a different way and challenged norms to help people uncage their tiger spirit. “Our belief is that the best ideas are born on the streets, in much the same way our brand started life on the hot streets of Singapore. Uncaged is a reminder of the tremendous potential that lies within the young generation, and we want to use our global scale to ensure that these people are given the recognition and support they deserve as they use their creative talent to make a positive impact in their communities,” he added. < PREVIOUS PROJECT NEXT PROJECT >

  • Projects - User Experience | The Unmarketing Agency | Singapore | India | Dubai

    All (12) Branding (6) Storytelling (8) User Experience (5) Experiential Marketing (5) Product Design (3) PROJECTS - USER EXPERIENCE LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Elevating a financial institution to represent more than just money Elevating a financial institution to represent more than just money LEARN MORE User Experience, Branding, Storytelling User Experience, Branding, Storytelling Refreshing the image for a made-to-measure menswear company Refreshing the image for a made-to-measure menswear company LEARN MORE Branding, User Experience, Experiential Marketing Branding, User Experience, Experiential Marketing How do you rebrand Dubai's Favorite Beach? How do you rebrand Dubai's Favorite Beach? LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Meeras, Dubai's best kept secret, that's no longer a secret anymore Meeras, Dubai's best kept secret, that's no longer a secret anymore LEARN MORE User Experience, Product Design User Experience, Product Design Helping address some of the region's most pressing healthcare challenges Helping address some of the region's most pressing healthcare challenges

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