Author Archives: Enzo Annunziata

Enzo Annunziata

Passionate about innovation and emerging technologies, Enzo has been with Profero for over 2 years.
As a Social Marketing strategist he holds the fort for ‘The Hive’ in the UK and is responsible for all the Social Media and Online PR activities.
If you are interesting, you’ll grab his attention! ‘Creativity fuels Innovation’ is the reason why he started his own blog at http://rumourhas.it/

Twitter 140

By Enzo Annunziata | Published: 2009/07/27

Hey guys

We put this Twitter guide together for our clients
Check the slides below and please let us know what you think about it…
As usual, we would highly appreciate any feedback

Twitter 140
View more documents from Profero.

Also, if you click through to our Slideshare account you can see our Sunny Side Up goodness:

Cheers
Enzo

@Profero
@ThisIsEnzo

Posted in ...Media, Research | Tagged , , , , , , , , , , , , | Comments closed

Check-in to the Tiny Chat Hotel

By Enzo Annunziata | Published: 2009/06/08

TinyChat has created a fresh, new idea in offering disposable, private chat-rooms, completely free of charge. The service is simple, straightforward and uber-convenient to use, there is no sign up and once you’re finished with the room you leave, just like a hotel minus the irritating checking-out process of course.

So how does it work? Well, you simply visit the site, submit the name that you wish the chat room to be called, create a preferred nickname and then post the link to those you wish to talk to. The chat rooms feature a web cam option for video conferencing, allowing up to 5 people to talk simultaneously using both audio and video. Another useful characteristic is the option to share files with other users whilst inside the chat room via a simple “share files” tab.

What’s in it for the owners? Although TinyChat offers the above as part of its free service, there is also the option to upgrade to a “Pro” account for $14.95 a month, this gives you:

•    Ultimate privacy with password protection.
•    5 rooms that you name and save.
•    HQ upgraded video (2X free resolution)

So, whenever you want to converse away from the hustle, bustle and super pokes of a crowded social media space, yet want to take a select few with you, TinyChat is right up your cyber street!

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UpNext – Experience cities in a new way

By Enzo Annunziata | Published: 2009/06/02

UpNext is a new application from the iTunes store that you may be familiar with if you caught a glimpse of last week’s Sunny Side Up Meeting in London (If you missed the whole thing catch it here). It’s an application that is sure to revolutionize how cities are experienced.

So, what makes this so different from the existing “Maps” application?
Well, if you throw in a dose of Maps, a hint of Grand Theft Auto, a pinch of Yellow Pages and a dash of TFL journey planner (A dash will do, anymore and the app will strike) then you’re close.

On activation, the software will lock on to your location and render a 3D representation of the city that surrounds you. The 3D image is completely interactive, allowing the user to travel and explore the virtual city provided. The level of interaction allows users to tap on a building/location of interest and extract information on the point of interest i.e. the user (commercial) of the building, contact information etc. UpNext is also interactive past street level, displaying the tube lines below, so you’ll never be lost again! It can be daunting and often frustrating being lost in an unfamiliar city, which can spoil the experience at times. Now a solution is here.

Availability of the application at this current time is limited to the US with other cities in the pipeline. It is rare to find an app that is totally unique and relevant to the real world whilst offering genuine longevity and this is surely going to be a cracker. UpNext is not only available for the iPhone and iPod Touch but you can also experience it fully via your web-browser!

A to Z? Nah, more like 3 to D.

Lets cross our fingers (and toes) in the hope that the London edition is UpNext ;-)

Video demonstrating UpNext on the iPhone

Posted in ...Marketing, Public Spaces, The future | Tagged , , , , , , , , , , , , | Comments closed

MINI iPhone App – OPENNESS

By Enzo Annunziata | Published: 2009/05/26

We are delighted to announce the launch of the new MINI iPhone application, OPENNESS

The app is part of the latest digital MINI activity to promote the new MINI convertible, Stay Open, and  something completely different from the run-of-the-mill motoring iPhone applications available within the iTunes Store

Drivers of convertibles are more open to new experiences so the MINI Openness mobile application encourages users to explore the unexplored and try new things. By downloading the application, users will have access to an off-beat guide to the UK’s major cities, including London, Manchester, Birmingham and Edinburgh and over 400 unusual and spontaneous experiences: from getting a Brazilian to attending a Mexican wrestling match with fetish cabaret, joining a literary salon to jumping on a coach to an unknown destination.

Here are a few quick words on what the application does:

  • When launching the app on your iPhone, based on the level of open-mindedness you choose, the app will provide you with the most adventurous things to do, either closer to where you are or in a specific location (the app supports two geo-options: ‘Find My Location’ and ‘Insert Location’)
  • The application also has a built-in Google Maps API, where you can find the venue or the exact location for each single ‘open-minded’ experience
  • If the experience chosen doesn’t tickle your fancy, you can choose amongst many others, simply clicking on NEXT.
  • Also, if you are not really sure on how adventurous you feel, a simple shake of the iPhone will provide you with a random experience.

The wider digital campaign, Stay Open, is supported by online banner activity, also centred on openness and spontaneity.

You can download OPENNESS simply clicking here!

Let us know what you think!

:-)

Posted in ...Marketing, Branded Experience | Tagged , , , , , , , | Comments closed

Profero Thumbs/UP – CompareTheMeerkat.com

By Enzo Annunziata | Published: 2009/03/13

Brand: Comparethemarket.com
Campaign: Comparethemeerkat.com
Date: January 2009
Market: United Kingdom

Background
Launched in 2006 Comparethemarket.com is a trading name of BISL Limited. The property is an insurance comparison site where customers can compare quotes from over 400 insurance providers.

The Challenge
Comparethemarket.com had to create a campaign that would increase the number of prospects searching for the site by name. To get onto the shortlist in this highly competitive market, you have to be amongst the top three search results.

The Approach
Forget about buying general keywords like ‘compare’, ‘market’ or ‘car insurance’ – all they needed was a bold new asset whose influential presence offline would drive users to search for the company online through relevant keywords.

The Idea
Through playing with words and a touch of genius, the Russian meerkat Aleksandr was born. After realizing the keyword ‘meerkat’ could bring a funny character to life and would cost a fraction of the cost of buying ‘compare’ or ‘market’ on Google, the idea of creating an integrated campaign around this character came to life.

Through a powerful TV ad, the character is launching an appeal to people to stop visiting his site when looking for cheap car insurance as he only compares meerkats.
With a clear call to action, if users want the best deals on car insurance the newly born character invite users to go to comparethemarket.com instead.

The surprise was not only the development of a fully functional website to compare meerkats but an integrated media approach using a Facebook profile page, a YouTube channel and a Twitter account for Aleksandr to entertain his fans

The Results
The campaign has been an incredible success for Comparethemarket.com through ensuring the brand would became front of mind in a very competitive market.

These are some significant figures:

  • The number of quotes on the website is up by 90% on the same period last year.
  • Within only two months, Facebook fans have increased from 5,800 to an astonishing 290,000
  • From an average of 400 followers in a month, as of today Aleksandr has 8,088 people following his updates on Twitter
  • The commercial on YouTube has received a total amount of nearly 220,000 views spread across different accounts
  • The campaign has been so successful that no paid search is now required for the company to be on top of Google ranks. Also, as a consequence, competitors are actually now bidding on ‘meerkat’ as a keyword to be visible on sponsored results
  • Because of Aleksandr receiving a lot of attention, he was chosen as one of the 14 most famous characters in advertising for the latest Red Nose TV campaign

The Learnings

  • Integration between Creativity and SEM – As mentioned within the case study, the winning formula was adapting a creative idea based on a simple search engine insight.
  • Continue Building The Brand Online – They saw the opportunity of enriching the brand experience online rather then driving traffic straight to their comparison service
  • Embracing Social Media when Relevant – There are so many brands using Social Media spaces inappropriately just to be visible to their consumers. However, using a Twitter account for Aleksandr to bring the character’s sense of humour to life was appropriate to the campaign rather than just using the platform because you can
  • Be Different – Through the launch of a memorable character and breaking the rules from what is standard comparing sites’ advertising, the brand will be remembered to have taken the risk and turned a boring category into something fun and different.
  • A Funny Accent Works Everytime…
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