Onitsuka Tiger Launch

Campaign Magazine’s take on the Onitsuka Tiger launch, featuring an online ad campaign with digital films and Instagram photos for its AW13 collection.

Blast Radius Amsterdam commissioned the photographer Laurence Ellis to direct and shoot the campaign. Ellis’s previous work includes shoots for Jil Sandertg, Vogue, and i-D magazine.

Read the full article here.

Marketing Magazine

Michelle DiPardo, Marketing Magazine, explores “How Green R U?”, SaskTel’s province-wide digital and social marketing campaign to boost the fortunes of their local football team.

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How Green R U?

SaskTel™ — the leading communications provider in Saskatchewan, with 1.4 million customer connections — will be turning Saskatchewan green this fall in a province-wide digital and social marketing campaign. The campaign asks How Green R U? for the Saskatchewan Roughriders™ as the telco starts fanning football fever, leading to the big game in the Canadian football championship to be hosted in Regina in November 2013.

The campaign, which represents a major shift in their creative strategy by using real people is built around a challenge to Rider Nation, the Roughrider’s loyal fans, and asking How Green R U? by posting photos of themselves on the campaign website, www.HowGreenRU.ca in their most outrageous fan outfits. The Roughrider green logo is the inspirational source for the concept and fans are being urged throughout the campaign to show their true colours and adopt green as their favourite hue in their clothing, face paint, hair colour and anything else their creativity can imagine.

The major push, developed and executed by Blast Radius, uses print, radio, outdoor, online and social media and will blanket the province. It runs from mid-August through to the big game, in which the Roughriders hope to be victorious.

“SaskTel is the homegrown communications service provider for Saskatchewan and the official communication provider and biggest fan of the Roughriders,” said Janson Anderson, senior director, marketing (communications and customer experience). “Blast Radius has developed a game-breaking campaign for us, which brings out the animal in our own fanatic employee fans, wearing their wildest green creations and rooting for the home team. We believe this will get the entire province behind us and make for a winning campaign. And the Riders are very much on board with us.”

Campaign Site: http://www.HowGreenRU.ca

Digital Customer Experiences Report

“The customer experience imperative is clear. Organizations must create connected digital content experiences across all of the channels they manage. Successful deployment of these tools requires true expertise and, most of all, experience. Selecting the right service provider to help deploy these solutions can make or break an organization’s plan.” — Cathy McKnight, Partner and Principal Analyst, DCG

Digital Clarity Group is a research firm focused on helping business leaders navigate digital transformation by providing actionable advice across four themes: Consumer Engagement, the Social Enterprise, Innovative Change, and Adaptive Technology.

Their Guide to Service Providers for Web Content and Customer Experience Management (2013 North American Edition) can be purchase at http://digitalclaritygroup.com.

Familiar Face, Newly Created CTO Role

Blast Radius is pleased to announce the promotion of established executive Gautam Lohia to the newly created role of Chief Technology Officer, based in Vancouver.

Lohia has been instrumental to the growth of Blast Radius for over 13 years, having held executive positions such as EVP, Global Delivery; SVP, Client Partner; and EVP, Emerging Technologies before taking on the role of Chief Technology Officer.

In his role, he will be responsible for overseeing the global technology practice; building partnerships with technology providers, introducing technology-based solutions and bringing innovative ideas to the agency’s roster of clients.

“Technology is becoming more and more important to the CMO. We have always embraced technology, but in the creation of this role we’ve formalized the importance of it – and I aim to bring solutions based on a fluid partnership between technology, strategy and creative to our clients,” explains Lohia.

Lohia has previously built the mobile practice for Blast Radius, as well as leading mobile strategy engagements for Colgate and Campbell’s. He has led large scale web implementations for clients including Nike, Starbucks, Vodafone, BMW, Electronic Arts and Microsoft. He will report to the CEO of Blast Radius.

WPP — Leaders in Advertising, Digital, Relationship Marketing.