Creativity in Public Relations » naked http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Hot Rugby Guys Getting Naked http://blogs.hillandknowlton.com/ryanpeal/2009/05/13/hot-rugby-guys-getting-naked/ http://blogs.hillandknowlton.com/ryanpeal/2009/05/13/hot-rugby-guys-getting-naked/#comments Wed, 13 May 2009 11:39:32 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=589 This one is for all of the ladies out there who need a hump day pick me up (you are welcome in advance).  We all are quite aware of the theory that “sex sells,” and I think the team at adidas in New Zealand has just proved it with their new campaign site called “Jersey Swap.” It’s a simple idea (again, always the best) that has been brought-to-life masterfully by the adidas team — pick one guy wearing one jersey and pick another guy wearing another jersey.  They exchange glances and take their shirts off – unveiling their athletic bodies in the process – and throw their jersey to the other.  That’s it – jersey swap, brought to you by adidas.

The campaign site – beyond the jersey swap element – provides a fun way to create a personal poster of any of the players (with the ability to write your own message on it) and the chance to buy a jersey and win a ticket to a game and the possibility to really swap jerseys with one of the stars.  Love it!

Yes, it works for several reasons.  The first, sex sells.  The second, a subtle reminder that adidas is behind some of the greatest athletes involved in some of the biggest sports in the world.  The third, the pass-along factor is extremely high, especially in the circle of ladies in my office.  Fourth up, the subconscious effect it has on women watching, that maybe the men in thier lives need a new adidas jersey (that they can take off) for their next birthday.  And finally, as mentioned before, it’s simple.

A great example of creative, smart thinking in action.

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Naked Media Stunt – Aer Lingus Style http://blogs.hillandknowlton.com/ryanpeal/2009/03/19/naked-media-stunt-aer-lingus-style/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/19/naked-media-stunt-aer-lingus-style/#comments Wed, 18 Mar 2009 21:12:02 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=532 I promise this isn’t going to be a theme this week (it will continue as a once-a-month theme, however) but today in London the tactic of “naked marketing” was on display in a promotion by Irish airline Aer Lingus.  The campaign was a simple one – anyone who came out today, stripped down to their undies, placed some shamrock cut-outs over their private parts and walked to the London Eye received 2 free tickets across Europe.

The event, as with most well-done naked marketing activities, has generated lots of media coverage and some solid online buzz.  The company was hoping to have 1,000 people to come out for the St. Patricks Day event/photo op but most accounts think a few hundred decided to give it a go.  I of course would have been there wearing a shamrock and picking up some free tickets – no worries at all.

So, does this work?  If Aer Lingus wanted to raise awareness of the new routes they were announcing it seems to have worked.  Most news coverage has referenced that the near naked stunt was related to the company announcing 8 new routes from Gatwick – so mission accomplished.  The brand is also a “challenger brand” – so they are comfortable stirring up some controversy and having fun with their fans who love the airline for its cheap prices – so check that box too.

At this point it seems most airlines, especially in Europe, are happy for every passenger they can get, so Aer Lingus did what they had to do in order to stir up some media coverage to remind people of their new routes and cheap rates.  Simply announcing new routes wouldn’t have made it out of the airline trade outlets as most media would say “buy an ad” to let people know about it.  By using some naked marketing the company probably saved money from a traditional ad campaign, showed off the company’s personality and entertained tourists in London who definitely can’t think the UK is stuffy now.  Go Irish!

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Naked Girls and Guys Controversy Works For Calvin Klein http://blogs.hillandknowlton.com/ryanpeal/2009/02/03/naked-girls-and-guys-controversy-works-for-calvin-klein/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/03/naked-girls-and-guys-controversy-works-for-calvin-klein/#comments Tue, 03 Feb 2009 07:58:31 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=425 Sex sells – at least the theory goes.  And today thanks to my friend Katy there’s another example of campaigns hoping that theory is right.  Calvin Klein Jeans this week unveiled a sexed up video of naked guys and girls wearing CK Jeans and having some fun on a sofa of what looks like an old apartment in NYC with a grainy, hidden camera feeling to the whole thing.  I think there are two girls and one guy or made three girls and one guy or some combination, but the end result is hot, hot, hot.

The CK jeans are on full display throughout the video, so it does the initial job of showing off the product well – and with the sex-factor on high my bet is this video will make its way around the net fast.

So does this work?  I’d say yes.  For the CK brand it is just another example of the company’s history of using hot guys and girls to sell underwear, jeans, fragrances and more.  So they are extremely consistent on what the overall brand platform is and how to deliver it.  It all started way back when with Brooke Shields and her Calvin Klein video (which I found right next to this one on YouTube).

Katy said she heard the commercial was banned on TV so another added bit of conversation that will only drive people to seek out the video even more.  For me I still think I like the hot girls playing soccer selling a Samsung TV better, but this is a very close runner-up.

This kind of approach isn’t for every brand.  But for the ones that can get away with it, something tells me they have a bit more fun every day at work than the rest of us.  Now sit back, take 30 seconds out of your day and have a look below at the video – no one is looking and if they are just say its for research.

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