Global Hue (Michigan) was the creative agency of Jeep’s new campaign in the U.S.A “I Live. I Ride. I am. Jeep”.
They seized the Thanksgiving Day to launch the campaign in New York, specifically Times Square, the subway and various stations throughout the city.
They used a variety of creative elements such as stairs wrapped in floor graphics, banners and videos of 30 seconds that they projected in digital billboards for 6 o’clock in the morning until 2 o’clock in the morning on 27 November.
Memorex conducted a customer survey and 70% of women said they felt neglected when there are new electronic products in the market, also felt that marketing in the digital point of sale and only focused on attracting a male audience. This contrasts with the fact that women represent 40% of purchases in the electronics world.
“We assume that women are the backbone of our families, but we often ignore the fact that women are the backbone of our middle class.”
In these words the new president of the USA has referred to women during “Women for Obama” event, in July of 2008 in New York.
Historically in the USA there are more women voters than the men ones. Obama is aware of this fact and he decided to run for feminine votes. How? Surrounding himself with women: his wife Michelle, Hillary Clinton, Eva Longoria, Oprah Winfrey and his sister.
The strategy was aimed to indentify Barack with women’s values. During different events “Women for Obama”, women were directing their speeches and actions to women. (more…)
Finally advertising is starting to realize the power of women. An example is 3iying, an all-girl advertising agency and specialized in marketing for girls.
3iying, pronounced “three-eye-ying”, was set up in New York by the versatile Heidi Dangelmaier. Heidi has a broad experience as an expert in the female market. Among her merits, she led Sega’s first initiatives to make videogames for girls and she has worked for clients as Barbie and Metlife focused in the female audience.
3iying emerged with the idea of contributing to end with “the gap between what girls want and what the marketing community is giving them”. Their communication talks to girls ranging in age from 15 to 25.
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