The Flasher

What do you think of Facebook?

Every year Naked selects a handful of interns to work at our abode. A delightful student from UTS walked through our red doors and immersed himself within the strategy pillar and within the Naked Culture. Marcus was asked to create a think-piece on how the communication landscape has changed with the advent of social media and the subsequent interaction between youth. Naturally, most had a leaning toward Facebook given its popular at the moment. Watch out for the guy smoking the cigarette... hilarious!

Naked Communications wins Specialist Agency of the Year and Best Media Plan

At the 2009 B&T Awards last week, we were delighted to win Specialist Agency of the Year as well as pick up the Best Media Plan for our Ask Richard campaign with FBi Radio. It's been a great year at Naked, and that was a great way to top it off. Congratulations to the other winners and finalists - it was wonderful to see so much good work being done in a year that was pretty challenging at times.

 

Naked is hiring Ground Control / Reception

Festivals - Creating tiered premium experiences

There was a time when VIP event tickets were a thing of fantasy, an unachievable fantasy for most of us mere mortals who would never be able to convincingly say “I’m with the band.”

In the past couple of years, astute festival goers have noticed that they can buy VIP tickets (for $50-$100 extra for one day events). They sell well, catering to the reasonably well off crowd who don’t actually enjoy spending as much time queuing for toilets and drinks as watching music. Given such success it is unsurprising that the next stage in evolution is creating multiple tiers within the ‘premium experience’. Future Music festival this year offers ‘general admission tickets’, ‘VIP tickets’ and ‘1st class tickets’. Looking to score a merchandise pack and make it to the upper deck of the VIP area? Then 1st class is for you!

The challenge of creating tiered premium value within what is essentially the same service is an area that airlines have been exploring for many years. Recent creation of ‘Premium Economy’ is the latest attempt to build enough value to charge more than basic economy without encroaching on the upper echelons of business class. Perhaps we will soon be able to buy our flights in increments of a ‘leg-room-inch’, or the number of minutes the in-flight entertainment is complimentary before demanding that you swipe your credit card.

Who knows what learnings the entertainment industry will be able to take from the airlines as we move increasingly into an experience economy where mass events demand differentiated experiences within a single event. Another more subtle question remains – what motivation is there these days to actually become a celebrity worthy of actual VIP status? What can an event offer the really, truly, legitimately VIP... if such a category still has any meaning?

FBI campaign shortlisted for B&T Media and Digital campaign of the year

FBI is an Australian icon, a station that champions local music, arts and culture. FBI approached us to help develop an idea that would raise a lot of money, off a very small budget. When I say small, they actually had $0. So appreciating that the audience of FBI are a creative, forward thinking lot who rely heavily on digital channels for communication and entertainment we developed an idea to raise the money and save the station.

We developed a central idea called ‘Ask Richard'. In a cheeky call to action, we asked the listeners of FBI to ask Sir Richard, the most outgoing, eccentric, music loving billionaire, for a cool $1,000,000. Whoever asked you in the most creative way also got a lazy $50k. We built an easily accessible low cost destination that housed all Social Media elements essential for a campaign of this nature, askrichard.com.au was easy to use, housed all necessary content and above all was free to set up.

This idea empowered the FBI listeners to flex their creative muscle and generate interesting content and would motivate them to propagate the message via social networks, influential blogs and news sites.  With every entry that was submitted the FBI message was amplified and the campaign took on a life of its own over the ensuing few weeks.

So what were the results? Previous campaigns had only ever raised up to $80,000, we raised over $600,000 and saved our beloved FBI Radio in the process! In the words of Evan Kaldor, FBI’s Managing Director “This campaign was a shot to the heart of any FBI listener; it was different to anything we had ever done before”. Further, the campaign generated an estimated $7.2 million dollars worth of media. Taking a digitally focused strategy for the first time allowed us to raise over 6 times more funds than any other previous campaign drive run by FBI (note others had all be radio based). The FBI Campaign is shortlisted for B&T Media Campaign of the year and Digital Campaign of the year. 

Order confirmation: that customized fuzzy feeling

Two pieces of communications came across my desk in the past few weeks and they both gave me a fantastic consumer experience.They were interesting to read as they changed the standard message structure into something unexpected. It (a) made friends with me and (b) conveyed their brand personalities. They are great pieces of DM and it's not what you say, but how. Everything is a channel and everything communicates. 

Here is one example:

Hello Philip,            

(Your book asked to write you a personal note - it seemed unusual, but who are we to say no?)            

 Holy canasta! It's me... it's me! I can't believe it is actually me! You could have picked any of over 2 million books but you picked me! I've got to get packed! How is the weather where you live? Will I need a dust jacket? I can't believe I'm leaving Mishawaka, Indiana already - the friendly people, the Hummer plant, the Linebacker Lounge - so many memories. I don't have much time to say goodbye to everyone, but it's time to see the world!           

I can't wait to meet you! You sound like such a well read person. Although, I have to say, it sure has taken you a while! I don't mean to sound ungrateful, but how would you like to spend five months sandwiched between Jane Eyre (drama queen) and Fundamentals of Thermodynamics (pyromaniac)? At least Jane was an upgrade from that stupid book on brewing beer. How many times did the ol' brewmaster have one too many and topple off our shelf at 2am?          

But hey, enough about me, I've been asked to brief you on a few things: We sent your order to the following address: Philip Khoury Lvl 5, 2-12 Foveaux St Surry Hills, Sydney, NSW  

We provide quick shipping service to all our customers. You chose International Priority Mail shipping, your book should arrive within 5 - 14 business days. Your order should arrive no later than Friday, October 30. Please keep in mind this is not an expected delivery date, but the last possible date of delivery before the order is considered lost in transit.            

If you have any questions or concerns, please email my friends in Customer Care at help@betterworldbooks.com. If you could please include your order number (10738785) that would be very helpful.            

Eagerly awaiting our meeting, The 50th Law

Q&A on Mumbrella - Ferrier gets probed

From our Friends at Dosh

Titled Wallets as Art, dosh has just done a collaboration with some of the worlds best contemporary artists using their wallets as the canvass. To launch their new range, Kill Pixie has been commissioned and has produced a stunning hand-painted piece across 50 dosh wallets with each being auctioned off separately. The auction is live now and is worth a look even if it’s for the unique and innovative auction mechanic and the build of the site. Cool idea, even cooler wallets...love this. Place a bid now at www.dosh.com.au

Telstra ‘Bluey’ cruises into Bathurst

We just completed building Australia’s largest custom-built truck for Telstra / Bigpond. It’s designed to be a mobile promotional space that will be taken to major sporting events Australia-wide over the coming years. With approximately 180m squared of floor space over two levels, it’s sure to stand out in any crowd.

Another Naked First!

Adam spoofs his party guests

Ferrier proves that he's an all rounder, from ideation to execution; from coming up with the idea to actually hand making the booth. Adam spoofs guests into thinking that they were getting their photo taken, when in fact they received a hand drawn caricature from an artist hidden behind a meshed screen. Adam received a internal pioneer award for going places he had never been and using parts of his brain that he had probably never used whilst constructing the Foto Spoof.