H&M: Branding Campaigns Through Diverse Media

As soon as we all arrived to Berlin the first question to cross our minds and escape our lips was: “when are ww going to H&M?” Though there is none in Miami, nor in the entire state of Florida for that matter, everyone still recognizes the name and rushes to its doors. Hennes & Mauritz (H&M), the world- famous Swedish fashion company, incorporates various marketing techniques and promotional campaigns to certify their brand name and association.

Discussion

When the company opened new shops in Berlin, Hamburg, and Cologne they used an up and coming marketing technique as part of their promotional campaign: mobile marketing. Initiated by YOC AG, one of the leading suppliers of mobile marketing and e-mail services in Europe, the campaign focused on mobile couponing. The purpose of this was to associate the targeted audience with the brand H&M through mobile phones. Approximately 120,000 registered members of the YOC.de community received a mobile coupon offering them a free H&M t-shirt upon presentation of the code at the new H&M shops. Though I was not present for this promotion, the results speak loud enough: within two hours all 2,000 t-shirts had been given away. This dramatically increased both the brand and its position within the German community.

While I was in Berlin I had the opportunity to experience H&M’s greatest campaign of the year: the Fashion Against AIDS campaign. This is yet another method that H&M employs to promote its brand name. For the second year in a row, H&M and Designers Against AIDS (DAA) teamed up with some of the biggest celebrities from the world of fashion, music, and entertainment. The apparel from this campaign works to fight the disease and raise awareness among young people. Artists such as: Estelle, N.E.R.D, Katy Perry, and Yoko Ono worked together with H&M to create their unique designs for their apparel. H&M advertises that 25% of the campaign sales will be donated to HIV/AIDS youth awareness projects.

Aside from the many billboards and posters that bombard the Berlin area, the collection itself can be viewed as a promotional device. The “special 100% organic cotton collection” mixes white, bright, and graffiti- like prints. The message on the apparel is loud and clear with bold language and vibrant colors. A few examples of what is written on the clothing are: Estelle’s “LIFE IS TOO SHORT- HAVE SAFE SEX,” Katy Perry’s “WHAT’S ON THE OUTSIDE IS WHAT COUNTS,” and Cyndi Lauper’s “GIRLS JUST WANT TO HAVE SAFE SEX.”

All in all, it is certain that H&M employs various methods of reaching its target audience; from mobile promotions to billboards they do not skip a beat. Their brand name and association is impeccable, even in places where they have not yet physically reached.

Highlights

- H&M incorporates various marketing and promotional devices.
- H&M uses up and coming techniques to attract its target groups
- Their brand name is known worldwide.

Detail

The pictures provided display advertisements of the H&M campaign. Aside from billboards, H&M used various other advertising techniques such as promotional aspects (distributing complimentary condoms containing the slogan) and mobile promotions.

Non- Traditional Advertising in Berlin

In our present day and age there are numerous markets that are constantly expanding, the lines between target groups are blurring, and noise prohibits consumers from truly understanding a marketer’s message. In this modern day reality, competition is cutthroat and marketers have been forced to employ any method possible to reach their audiences. Though we have only begun to see such tactics here in the U.S., Berlin was bombarded with various non- traditional advertisements.

Discussion

At first glance, Berlin had much in common with New York City. I must admit that I was both surprised and disappointed when I noticed how metropolitan the city was. However, after spending the three weeks there I came to see that certain aspects of Berlin were distinct in their own right. A major feature of Berlin that struck me as interesting was the many methods that marketers employed to advertise their products; ranging from the stairways in the tram stations to the floor, advertisements were everywhere!

It seems impossible to try and sum up the various methods of advertising that were used in Berlin. Aside from traditional marketing methods, marketers in Berlin used platforms such as tram stations, the trams itself, bicycles, the floor, and even bathrooms to promote their products! This just goes to show that they do not skip a beat; within the city of Berlin, empty space is wasted space apparently.

In the U.S. marketers would not even consider using many of the spaces employed in Berlin to market their products. One such example would be the floor advertisement that the Blue Man Group incorporated in their marketing strategy. Many advertisements for the show can be found on the floor of various tram stations. In the U.S., many would consider this disrespectful; that people would walk all over their product. However, in Berlin the marketers view it as the space that potential consumers see daily on their way to and from places.

A promotional strategy that is not being incorporated enough within the U.S. is mobile promotion. As stated in a previous blog, H&M employed this tactic when it opened new stores within various cities in Germany.

All in all, Berlin is a hub of color and slogans and advertisements can be seen from every angle and place. This is what makes Berlin unique, artistic, and beautiful; and ultimately, this is what will make me always remember it.

Detail
The following video depicts a gentleman on a tram in Berlin placing his advertisements on the railings. I found this to be a form of non- traditional media.




http://www.youtube.com/watch?v=9XuEAAtalKE

* I could not upload it on blogger.com for some reason. So, this link should take you to it on youtube under my account. If there are any problems, please let me know!

Highlights

- Competition is increasing forcing marketers to employ various methods to reach their audience.
- Berlin incorporates many advertising methods; both traditional and non-traditional.
- The Blue Man Group and their marketing strategy is a prime example.

Culture Within Berlin: a Low Context Lifestyle

In my mind, I left Berlin with two very contradictory opinions of the city: on one hand I saw how many cultures there are living within the city yet, on the other hand I also saw just how close minded the German culture actually is. Before arriving in the city I was told that the stereotypical German is very cold, low context, and not accepting of other cultures and anyone who is “different.” Needless to say I thought that this, as is the case with all stereotypes, would be proven wrong… Sadly, we were all in for a surprise.

Discussion

Much can be said regarding the German culture. Aside from the typical blonde hair, fair skin, and blue eyes I uncovered an entire population of tanned skinned, dark hair and exotic eyes. Though I never imagined it before arriving, Berlin has a large population of immigrants. The question that now arises is: how can a city with so many different cultures be so ignorant to others?

The feeling of hostility was not present within the first couple of days there. Perhaps it was due to the excitement and lack of sleep, but I could not tell that we were disliked until after the Carnival. Ever since then we all noted that we were being stared at in the trams and on the streets. Though many would only stare others were rude enough to actually approach us and belittle us in German. It was very unsettling to not be liked and accepted somewhere.

It seems incredible to me that a city that houses so many cultures would have such a close-minded community. Throughout our stay in Berlin we lived in a predominantly Turkish neighborhood where the people were friendly and smiling. Though the advertisements presented on the streets and restaurants were completely in German and featured models with German features the community itself could not be more different. From their outward appearance to their personalities, you could tell who was a German and who had immigrant roots.

It is because the various cultures are so diverse that marketers need to advertise to each specific group differently, this is a prime example for the need of cultural competence. Each culture can be seen as a distinctive target group that can become a potential consumer. If each group’s customs and cultures are so different, then why would marketers expect them to be persuaded by the same material? They will not be and that is why they should be marketed to distinctively.

Highlights

- There are many diverse cultures living within the city of Berlin
- Typical Germans are very low context and not accepting of those who are “different”
- Marketers should advertise their products to the various cultures differently.

Detail
The following video portrays a scene at the "Karneval de Kulturen" where various cultures came together and spent the day in harmony through dancing and singing. This was the best example of culural competence that I could find. It was a surprise to see how many different cultures there actually are in Berlin.




http://www.youtube.com/watch?v=Hsd8Cn09LzI

* I could not upload it on blogger.com for some reason. So, this link should take you to it on youtube under my account. If there are any problems, please let me know!

Beauty is in The Eye of The Beholder

As the cliché saying goes: beauty is in the eye of the beholder and sex sells. Advertisers around the world promote a beauty standard that does not come naturally or cheap to most women. With their promotions and billboards they promise that: long, shiny hair; smooth, glowing skin; pearly, white teeth; and plump, full lips are all within your reach. There’s not a body part that cannot be improved…. Or so say those who have products to sell.

Discussion

It is a common known fact that the mainstream beauty standard is so pervasive yet so unnatural. However, this does not stop women from always feeling inadequate. Billboards and posters around Europe, with the U.S. being no exception, portray women as sexual exhibitionists, performing for the benefit of the male gaze. Women’s bodies and sexuality are used to sell countless products to men. Naked women are relied on to add allure to all kinds of products. However, it can be noted that Berlin was not as obvious in relaying such a concept when compared to other European countries such as Prague. Though it is common within the German culture to be open with regards to sex and various advertisements portray women in the nude, they are in no way considered provocative or demeaning images.
While on a weekend get-a-way to Prague, I noted that many of their advertisements portrayed women completely in the nude. The difference being that they were placed in provocative stances. It was not unusual to see ads featuring women in positions that are submissive to men. Both women and men were frequently portrayed in sexually suggestive situations, where the woman appeared ready and willing to please.
Within both these countries I found their advertisements conveyed much about their society. Though Berlin was also open in regards to sex and portraying it in their media they did it in a classy and respectful way. It can only be assumed that women are viewed with higher regards than in Prague. In the end, ads in Berlin focused not on the sexuality of a woman rather on the true beauty and ultimately what was being sold.

Highlights

- Berlin is not as obvious when portraying women within their advertisements
- Prague placed little respect for women through their provocative and sexual ads
- Berlin focused more on the product rather, which ultimately sells.



Detail

To the right, a typical Berlin advertisement is shown. Clearly, the woman within the ad is fully clothed and although she emits a sexual appeal it does not convey a provocative message or seem over-the-top sexual. However, on the left is an example of an advertisement found in Prague. This is a prime example of how women are objectified and turned into the product itself; just another "product" to be bought and consumed.

The Turks: An Ethnic Minority on the Rise

Discussion

As stereotypical as it may sound, before arriving to Berlin I pictured all Berliners to be fair skinned with blonde hair and blue eyes. I practically paraded this information around Miami various weeks prior to departing; and boy was I in for a surprise. Though many of the people I encountered have fit that profile, minority groups are on the rise.

By staying in a predominantly Turkish neighborhood I have personally seen how many Turkish people there actually are in Berlin; though what I encountered can only be described as a glimpse of this growing society. It is appalling to note that although the Turkish people represent a significant percentage of the population in Berlin, they are completely ignored with regard to the media.

Many of the advertisements seen around Berlin depict my stereotypical vision of a Berliner. Alongside this, every single poster, billboard, or other medium that I have seen is written in German. This presents a humongous problem within the advertising market. Each year thousands of tourists flock to Berlin’s gates to experience the city that is rich in history, the question I pose is: how will an advertisement written in German appeal to any of them? I can admit, for arguments sake, that tourists come and go. So why should marketers attempt to appeal to them and base their campaigns around a language that is not the national one? The answer is simple: tourists may leave but the minority groups found in Berlin are actually living here. They deserve the same amount of attention that any other Berliner receives; whether it be written in Turkish or any other language.

It is a fact that various minority groups, such as the Turks, have a tremendous impact on the marketing community within Berlin. Due to their high numbers they have acquired a buying power over the industry. Thus, it has become a necessity for marketers to be culturally competent and generate campaigns aimed towards them. However, this is easier said than done as after walking everywhere for three weeks only one such advertisement was seen.

Highlights

• Minority groups within Berlin are increasing at a steady rate; however, marketing methods aimed towards them have not.
• Minority groups, such as the Turks, have tremendous buying power within the economy due to their increasing size.
• It is vital for marketers to be culturally competent and adapt their work to the minority groups.

This advertisement shows the only minority group advertisement that I was able to find within my three week stay in Berlin. It depicts two Turkish men in a passionate embrace while the slogan reads: love deserves respect. The slogan, which is written in three different languages, is a prime example of cultural competence. This way everyone can understand what message is being conveyed, regardless of barriers.

i amsterdam: Marketing the city of sin

This picture was taken last weekend at Amsterdam. Though it might look slightly hidden, it shows one of the methods of the city marketing: a huge "i amsterdam" sculpture. Through the great multitude of marketing methods employed, this logo has become a household name not only for locals but for visitors as well.




Fear not, the city of sin is rather sinless! I came to realize, while I was there, that the debauchery found stream into the red light district and extends to the dull antics of visiting stoners stuck in the city’s coffee shops. Beyond these clichés, Amsterdam is a beacon of grown- up civilization and a playground of innovative art venues, edgy nightclubs, political activism and urban experimentation. In order to convey this message to potential visitors, the town hall is trying hard to rebrand the city as a creative hub under the “I amsterdam” banner.
“I amsterdam” is the concept devised by advertising agency KesselsKramer in 2005 for Amtsterdam and the surrounding area. The main objective was for Amsterdam to profile itself assertively on the international arena. Since there is increasing competition among the various European cities, it has become a requirement that more emphasis be placed upon each city’s respective strengths in order to attract desired visitors, businesses, and residents. Amsterdam intends to showcase its enterprising, innovative, and creative qualities.
The motto has become adopted by the Amsterdam Partners Foundation and its members, including: the City of Amsterdam, the City's Economic Development Department Foreign Investment Office, the Amsterdam Tourist and Convention Board, the Amsterdams Uitburo, and Amsterdam Airport Schiphol as well as by partners from the business community and the public sector, in conjunction with their respective house styles. In order to get all parties in the Amsterdam area working together on city marketing, Amsterdam Partners was set up in March 2004 as a platform for government, industry, the area and organizations with marketing and promotional objectives. In their mission statement it states that: “the goal of Amsterdam Partners is to promote and improve the image of Amsterdam and the surrounding region among relevant target groups in the Netherlands and abroad. The improvement and rising of Amsterdam's profile is guided by a single concept for the city's national and international positioning: Amsterdam is distinctive for its combination of creativity, innovation and commercial spirit. “ Essentially, the target groups could be classified as companies, visitors and inhabitants; both existing and potential, and both national and international.
From what I could see, the “I amsterdam” logo was placed everywhere; from parks to buildings and millions of tourist souvenirs not one person can escape it. Since my friends and I drove from Berlin to Amsterdam it could be considered a low involvement product, whereas from Miami that would not apply. However, with such superb marketing the city of sin is enticing to one and all from around the world.
Ultimately, Amsterdam’s strongest asset is its people: the people who live here, the people who work here, the people who study here and the people who visit here. The people of Amsterdam are Amsterdam.

The City of Design: A First Impresson

Germany, which is conveniently located within the vicinity of both political and federal institutions, remains a strategic hub between Eastern and Western Europe. Thus, it comes of no surprise that Germany has one of the strongest advertising industries in the world. I experienced this first hand the moment my feet touched the German ground. Everywhere we walked, my eyes gazed in wonder and amazement at the different advertisements that are strategically placed at various locations within the country. However, what caught my eye is how artistic their advertisements really are; at first they do not even seem like an advertisement!

In 2006, UNESCO dubbed Germany the “City of Design;” a title that is extremely befitting (1). With their clear statements and aesthetically pleasing colors, it is as if the advertisements come to life within the country. Again, it comes of no surprise that 9 out of the 10 largest German advertising agencies have their headquarters or a branch in Berlin. This is a sure indication of the creativity and quality of Berlin’s advertising industry.

The little research that I did about Berlin seemed almost irrelevant upon seeing the actual city. Having expected an old fashioned town, I was amazed by everything I saw. From billboards advertising not only a certain product but also political and cultural ideas to paper towels within restaurants imprinted with propaganda, color and design reign free.
After attending a bicycle tour of the city, I came to a better understanding of all that I was seeing; all advertising agencies follow talent and potential. Berlin, being Germany’s greatest university city with numerous types of universities, offers more than 44 study courses related to media and communications (2). With so many students enrolled, the competition within the industry must be tough. This is bound to make it a necessity for those involved in advertisement to create new and different ways of attracting both customers and consumers. With over 3 million residents the communication platforms are just as numerous ranging from the International Consumer Electronics Trade Fair (IFA) to the Carnival of Cultures.

All in all, I find Berlin to be a beautiful city immersed in history, color, and design that is unique to any other place in the world. Berlin truly is the “City of Design.”


This picture depicts my reaction after seeing propaganda on paper towels in a restaurant. Though I could not entirely understand what was being promoted, I did notice that one of the advertisements was for the brand "Ille," which also happens to be the brand of the machine. Coincidentally, I am sure.

Footnotes 1 and 2: www.businesslocationcenter.de/imperia/md/content/blc/pppmodule/englisch/ppp_module_werbewirtschaft_en.pdf