Author: Tony Jnr Nwachi

Boots’ tattooed children

By Tony Jnr Nwachi on 25 June 2018 posted in Blog

Summer officially kicks off on June 21st. We are all excited to spend more time outdoors enjoying the good weather. More time in the sun means increased risk of long term skin damage. If you’re a pale Caucasian (like myself), summer is a pain because of the endless slapping on of sun cream.

Ahead of summer, Dream Random have our eyes on how big brands are preparing their marketing campaigns to sell the seasons number one commodity – sun cream.

Over the years, sun cream has been sold to us as consumers in a number of ways. The most common but forgettable and honestly boring way has been through images of good looking people rolling around on a beach in the Caribbean.

Boots have gone the other way.

Boots Soltan have teamed up with the creative agency monolith, Oglivy UK, to reveal their summer campaign. Like all great advertising campaigns, this one’s a shocker!

The images released which are currently plastered on billboards across the UK show children playing in the sunshine supposedly unaware of the tattoos across their chest and face. The tattoo reads ‘sun damage for life’. The inspiration for this campaign came after research carried out by the company. The research found that 51% of parents choose a sun cream based solely on the SPF rating, without taking into account the star rating which indicates the level of protection against long term, permanent skin damage caused by overexposure to UVA. The campaign is clearly aimed at parents and warns that by not taking into account the UVA protection rating, you could be causing permanent damage to your child. Scary stuff.

The brilliance of this campaign is in its shock value. The image of the child playing in the sunshine stirs up positive feelings inside of you. This is contrasted with the horrifying realisation that the same child has a very visible tattoo inked onto their skin. The two aspects of the image contrast powerfully. I find myself looking at it everytime I pass it at the train station.

What’s that saying? All PR is good PR

The other stroke of genius is the ability to cause discussions. While some people might take offence to the suggestion that having a tattoo is permanent ‘damage’ to your body and not a form of self expression or body art. In the UK, 20% of the population have tattoos. A large number of people to potentially aggravate. Whether you like it or not, whether it scares you or enrages you, Boots have managed to cause a stir. The very thing companies selling a product love – get tongues wagging and more bottles of sun cream selling.

Boots summer campaign might be uncomfortable to look at but you have to admire their commitment to provide a hard hitting message while raising awareness and providing education about health.

 

Brands have taken a different approach to this years World Cup, why?

By Tony Jnr Nwachi on 9 June 2018 posted in Blog

We are a little under a fortnight away from the kickoff to World Cup 2018 in Russia.

A lot of us in the office are football fans but we are also fans of all things marketing, creative and digital. Leading up to and during one of the most watched events on the planet, big sponsors pull out all the financial and creative stops with their marketing campaigns. To give you an idea of how far the big players are prepared to go, FIFA made $404 million from marketing rights…

But, how have sponsors involved in the biggest sporting event in the world been affected by changes in technology and the current geopolitical climate?

 

Politics Putin??

Brand campaigns for each World Cup are linked to the host country. Four years ago, brands celebrated the vibrancy and colour associated with Brazil and carnival festivities. Russia, as the host nation of the twenty-first World Cup, has been in the news for all the wrong reasons. From the suspected poisoning of a former Russian spy on British soil to the never-ending speculations into their involvement with influencing US presidential elections and the Brexit campaigns.

This has had a clear impact on FIFA’s ability to fill their sponsorship quotas which have resulted in huge financial losses. A month out from the previous World Cup, sponsors were jumping at the opportunity to sign up stars and ready their campaigns. At the same stage, ahead of this year’s tournament, FIFA had failed to fill those spots and sponsors have been much slower to jump on the World Cup bandwagon.

 

Technology

Some have said Brazil 2014 was the social media World Cup. We are four years down the line which might not seem a long time but in the world of technology, it is a lifetime (there has been four Iphone’s since then).

Football is linked to the fans and the biggest competitions get fans talking. Advances in technology have made communication through social media apps like Facebook, Instagram and Snapchat more expressive. Now, more than ever, we can react to content in the online community.  During the 2017 Champions League Final, football fans were 48% more active than the average Snapchat user. Even those who aren’t die hard football fans enjoy events like the World Cup because of the shared experience of watching with friends who are.

One prominent media partnership recently announced has been between Copa90 and Snapchat. Through this partnership, Copa90, aims to give its users a more up close and personal experience of the World Cup by using Snapchat correspondents to report on their experience.

On June 14th, half of the planet’s population are likely to be watching this event and if their eyes aren’t glued to the TV, they will be sharing video content, updating Instagram stories or following football-related hashtags.

Sophie Baldog: How it is to work as an intern at Dream Random

By Tony Jnr Nwachi on 1 June 2018 posted in Blog

Finding an internship as a student in the creative industry which teaches you valuable skills in a short period of time is quite challenging. Mostly, only graduates get accepted for an intern program. Yet, I was lucky enough to get a position at Dream Random as a business development intern for a month. However, getting in touch with these guys isn’t the easiest thing because they are super busy at all times.

Therefore, I knew that I have to keep pushing. So I called the office at least four times until I finally got to speak with one of the founders, Richard, who then agreed to interview me together with one of his partners, Tony.

The interview took place at the Monohaus where their office is situated. It was an informal conversation about my previous experience, what kind of services Dream Random offers and wherein the team I would fit in. Both guys were incredibly nice and welcoming which was one of the many reasons why I was super excited when I got the news couple of days later that I got the position.

When I started my internship, I got thrown in at the deep end. I eventually became the assistant of the account manager, Joy, who introduced me to the world of sales and marketing. So from day one, I was working on real-life projects which included taking part in brainstorm sessions, conducting research and reaching out to new potential clients.

Through my experience at Dream Random I have now understood that it is of vital significance to be an action taker in the creative industry. Because as soon as I proved that I am capable to work on more serious tasks, my opinion started to matter more. My eagerness to learn, eventually lead me to become a part of creating a proposal for a new client.

I attended meetings together with Joy where I observed the nature of sales. It was there where I understood that human qualities are essential, if not the most essential quality of a salesperson. The highlight of my time at Dream Random was my last day of work, where I got to pitch my ideas for the first time in front of a client. In short: my time at Dream Random was inspiring, instructive, demanding but mostly it was fun. Thank you!

Cryptocurrency and its impact on our daily lives

By Tony Jnr Nwachi on 1 June 2018 posted in Blog

The ripple effect of cryptocurrencies

There has been a growing hype around cryptocurrencies for at least two years now. What interests me most is yet to come because it hasn’t hit the mainstream quite yet. But when it happens; when cryptocurrencies become a transaction-tool used by the masses, our lives as we know it today will have changed completely.

Just imagine a world without banks or credit card frauds – a world that values your privacy. Sounds good, right? But how exactly would that work? So, cryptocurrencies create a decentralized system where you basically take the role of a bank yourself.

However, it’s not only the financial institutions that this phenomenon will affect. Cryptocurrencies will disrupt everything and everyone – from a small rice farm in south east Asia to an entire country. I know, this might sound scary at first, but change always holds opportunities to build upon – many entrepreneurs have already realized its potential and so capitalized on it. And as more people do so, the ripple effect of cryptocurrencies will reach every corner of the world.

Before that happens though, there are major risks, the world of cryptocurrencies has to eliminate; such as becoming more secure so hackers wouldn’t have the chance to steal your money. Another risk is if your hard disk crashes that you basically lose all your e-money.

But as fast everything develops, I am pretty certain that these issues will be resolved sooner than later, and we will be living in a world where the economic system is completely decentralized.

To Trap or not to Trap? The House of Hustle

By Tony Jnr Nwachi on 15 April 2018 posted in Blog

When will brands learn to appreciate culture properly?

Puma & JD have recently partnered up for an event where the theme was “Trap”. For those who may not be familiar with the meaning of “trap”, it means working and it can be applied in any manor.

Nothing wrong with the term but its the theme which they based the trap, a f**king crack house. I mean I don’t know whether to laugh or cry, I already have an idea in my head on the type of character who approved this event. A middle-class privileged, thinking Shoreditch is edgy but now too mainstream, so I pop over to Dalston as its more up and coming prat. There’s a term for people like this, culture vultures. Only want the best part of cultures and don’t like to focus on the rest.

Brands need to understand that in order to talk about certain topics you need to speak to people who REALLY come from that background and can give you first hand insights, if there was any level headed person that was consulted on this project, they would tell you not to do an event around a crack house.

You can’t place branded content on topics such as this because it comes with baggage, in this instance violence, addiction and homelessness to name a few. An event such as this should not be one for those who have never been in a real crack house to now feel safe and start glamorising it at a brand event across their social media.

With all this being said, it goes back to my previous blog, lack of knowledge for different diversities. The solution, hire and consult with people from backgrounds you want to talk about.

Here’s the selling part, if you are a brand and you’re having troubles connecting with different cultures, let’s have a chat ;

Dream Random moved to Monohaus

By Tony Jnr Nwachi on 13 April 2018 posted in Blog

Dream Random has moved! We are expanding the team and moving to new offices in the Monohaus building in London Fields with plans to move to even larger premises later in 2018 or early 2019. Our new home is right in the heart of London Fields and only a short walk to the London Fields train station.

 

Tony Nwachi said:

“As we aim to continue growing, we are servicing an increasingly large international client base, and the transport links that are only 8 minutes from London Liverpool Street has to offer are vital. Moving for us will create new jobs spanning across design, development and marketing and we aim to attract the best talent in the area.”

 

 

#LONDONFIELDS

THE LONDON FIELDS CULTURE

We believe London Fields gives us the best opportunity to continue our growth, especially as it’s increasingly becoming the hub for technology. The investment coming into the area is improving not just in terms of business and technology but in its re-development and infrastructure. with Monohaus being a brand new building and being situated next to WorkSpace and WeWork we really believed we have moved into a real thriving hub.

THE AREA

We want to be a prominent fixture in the area of London Fields and to be known as one of the best Creative Marketing Agencies around. Over the last few years, we have been lucky enough to work with some great established brands and some fantastic start-up projects. Our rigorous research and standout UX design and creative campaigns have helped us in attracting new and exciting projects ll over the world. We want to join in inspiring culture and creativity in the area. The variety of industry events that take place in and around the area means we can learn from other like-minded companies and individuals. We believe that learning is growth and we are able to offer you the best in what we do.

THE OFFICE

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COME AND SAY HI!

So all that’s left to say is please pop in and say hello! The kettle is always on and we’ve got some great coffee from 21 SID

What is crypto currency & ICO?

By Tony Jnr Nwachi on 1 March 2018 posted in Blog

What is crypto currency & ICO?

A lot of will be talking about “Did you buy this crypto currency?” or ” Were you part of the first dibs with that ICO?” and you may be wondering to yourself “what is exactly being said here?”. Fear not, with this short blog you’ll soon be updated on both crypto currency & ICO.

Crypto currency

Crypto currency in lehman terms is a form of digital currency which works as a medium of exchange that uses cryptography to secure its transactions. A limited amount is created, this changes depending on the crypto currency but most tend to have a set amount which has been created. It operates using decentralised control as opposed to centralised electric money and central banking systems.

For those who are after a more in-depth analysis, this can be found here http://bit.ly/1hIi2CF.

ICO

You may be familiar with Bitcoin, the first and most popular crypto currency on the market which was launched in 2009. There is currently 49 active crypto currencies in the market that are active and more are being introduced each month.

When a new crypto currency is introduced to the market it is known as a Initial Crypto Offering, acronym for ICO. This is when a crypto currency start up is raising funds for its venture.

Part of an ICO a marketing campaign is done in order to raise awareness and help build traction. Dream Random offers ICO marketing, for more information check out our service page here or get in contact with joy@dreamrandom.com

An in-depth analysis can be found here http://bit.ly/2GukBWK regarding ICO.

This should now equip you with the knowledge to hold your own when some one asks you “Do you know what crypto currency is?” or “Do you know what an ICO?”