Does the Lovells Pure Larger Campaign Launch Have Wings

Here is another campaign that I would like my students to consider in terms of fresh identity campaign ideas and the effective use of brand touchpoints. Please compare this campaign in terms of effective communication, memorability and how well you think it connects with the target audience to the same criteria for the twitter campaign video (posted below).


"Lovells Lager was created by two successful, Australian music industry professionals, with a passion for great tasting beer….hey wanted to take the creative inspiration, craftsmanship and independence, that was the driving force of their music, and channel it into the production of their new beer. Lovells Lager was created on this very premise….Early in the process, we established the idea of disruption, as a way of acknowledging the language and expectations of established beer brands, yet putting a new twist on it. The dragon became an icon to symbolise this concept.

Reposted from Level 11 blog please view the entire campaign there.


Did Twitter’s Touchpoint Video Hit the Mark?

When tweeting about a free jewelry giveaway that I am running for Valentine's Day on Etsy I noticed that Twitter was featuring a video on their homepage about the new features coming soon!

Since we have been discussing "brand touchpoints" in my Corporate Communications class, I decided to post the video for my students to comment on. Let's see what they and you think about how effectively this video connects with the target audience.

Questions: What message was communicated and was it communicted clearly and convincingly? What did we learn here that we didn't know before about Twitter? How would you rate the video on a scale of one to ten?