Creativity in Public Relations » obama 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 en hourly 1 Toyota Asks “Why Not” – Inviting People To Share Innovation Ideas Mon, 02 Feb 2009 07:57:15 +0000 Ryan Peal Toyota launched a very cool campaign this week called “Why Not” — with the company simply asking all the smart people out there in the world (like you and me) to share your thoughts on ways to make theworld a better place.  A simple idea – you guys know stuff, tell us what you think we should do and who knows, maybe we’ll do it.  A great sublte positioning for Toyota as well – a type of “we’re all in this together” feeling.  The campaign is similar to an initiative President  Obama launched last year asking  people to submit their own ideas on how to make things better – both ideas grounded in human nature we all have to help each other out.

When you go to the campaign website you find a cool little island that you hover over, reading little blurbs about Toyota’s innovations (nice, natural way to position Toyota as a cool company doing lots of cool things).  To submit an idea you just click on a particular part of the island (air, land, safety, community, energy) and fill out a little form with your idea and that’s it.  While there you can see what other people have said – rate the idea, say you’ll commit to doing it yourself or send to a friend.  In each section you can read more about what Toyota is up to by doing some more reading or watching some very cool videos.

To motivate people to submit an idea Toyota is offering trips to meet with some cool innovators in New York City, or my personal favorite, a VIP tour of Toyota’s largest plan in the US in Georgetown, KY – right outside my hometown of Lexington, KY (this is the one you want to win).  You win based on originality and creativity, so you better bring your big game to this one.

For me I love this kind of campaign – Toyota isn’t trying to sell you a car, its trying to simply provide a voice for people out there who may have some great ideas but aren’t sure who to tell.  The company has a natural vehicle to toot its own horn as appropriate, and it doesn’t feel pushy or out of place at all.  This is the kind of campaign that shows how well Toyota understands how to be a part of a conversation, naturally connecting with consumers , building a deeper relationship with each.  It’s a great idea every company could think about doing in a similar fashion – having a convesation with their customers about topics of interest to them – and learning something along the way if the dialogue is set up right.

A big hats off to Toyota for providing this casual forum and exchange of ideas – I look forward to the next evolution of the campaign which I’m hoping will highlight some innovations people submitted that Toyota is bringing to life.

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Goodbye Bush, Obama’s New Puppy – Fast Thinking Scores Big Fri, 30 Jan 2009 08:18:00 +0000 Ryan Peal Those of us who work in the marketing industry know the importance of moving fast and thinking ahead, especially in today’s supercharged world.  Today I’m thrilled to share two great examples of companies who excelled in both areas.

Case #1:  Veet hair removal.  The Veet line of products help remove unwanted hair on various parts of the body.  The company has a fun and humorous history of talking about removing hair with their desired audiences.  So, it was not surprising to see the smart people at Veet purchase a bottom strip advertisement to run on the day after Obama’s inauguration (when they knew there would be lots of media coverage) with simply the words “Goodbye Bush” and the company logo.  Such a smart marketing play and one that I’m betting had many Aussies laughing when they read their morning paper.  Solid, smart work by Veet.

Case #2:  Pedigree dog food.  This one is another one related to Obama, but this is from when he gave his acceptance speech and mentioned that his daughters have earned their new puppy.  Two days later Pedigree jumped into the conversation with a full page ad in a US national paper raising awareness of the dog shelter charity efforts by Pedigree, offering to help Obama find a great shelter dog who needs a new home.  A great example of a company who not only sees history happening but saw an opportunity at the same time, moving fast to jump into the conversation.  The ad running a few days later wouldn’t have had the same kind of impact.

Both visuals are great examples to use when trying to showcase the power of pop culture connections and the benefits of moving as fast as the speed of light.

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