APSotW Assignment Feedback

Gareth Kay, planning director at Modernista!, posted his feedback on the last assignment of the Account Planning School of the Web. There were 6 entries discussing Mr. Clean and Gareth has taken the time give useful critique to all. Brett and Hayley were named winners.

Here is my entry:

 

  

And here is Gareth’s feedback:

Visually I think this is the best presentation and kept my interest levels up – good way of showing competitive clutter, etc.  I like the implicit call for brand humility.  But here I had a real problem in understanding your recommendation – I see the issues you raise but don’t get a sense of what the recommendation is.  What are the things you would recommend the brand to do? Just saying make better product is not the answer.  Some seeds here, but I would have loved to have seen the flower.

Yeah, when I put the finishing touches I pretty much knew this was not complete. I guess it is a limit of the format: 10 slides without any written coming with it. You just can not add everything that swings between the lines.

The recommendation really is that Mr. Clean should try become part of the process of cleaning. Right now, people spend more time with brooms, buckets, cleaning cloth than any cleaning detergent. The P&G Swiffers of the world come with those special brooms, while Mr. Clean just handed out a license to a broommaker in the US to produce Mr. Clean branded cleaning utensils. So you see what caught my attention.

I figured that a “New Formular!” would not really help. But a brand that would start saying “We work to improve cleaning!” and does everything to relieve us of the nuissance would have impact. Instead of that magical thing out of the bottle that never cleans like on TV, Mr. Clean should become a strong, physical support. Does that make sense?

Thanks very much to Gareth for taking the time.

 

 

The brick walls

The brick walls in life are there to see how badly we want things

  • September 20, 2007
  • Notes To Self
  • comments closed

Lost

A Lost-Note outside my house. It says:
Small RC-Plane.
If found, please return Monday Block 20c Flat 5 from 1pm.
P L E A S E
Hope they found it.

  • September 19, 2007
  • Diary
  • comments closed

Weekend Activities: Walk in the Alps

Spent the weekend in Salzburg. First of all, to meet Lisl and Sameel with whom we had stayed in Brisbane. It was so nice to see them again. On Sunday we took the opportunity of fabulous sunny weather for a hike up the Nockstein near Salzburg with Heidi’s parents. We were rewarded with a beautiful panorama of the Northern Alps.This is one of the really nice things about Austria. Heidi and I renewed our vow to get out in the mountains more often.And we found mushrooms while walking. It has been a while since I found so many. That was a perfect dinner for five people.

  • September 17, 2007
  • Diary
  • comments closed

Floating Ideas on my birthday

We went to dinner at Midori. Pretty neat asian place beneath the Schlossberg. Miso soup, noodles. Very nice.Best thing though was the lamps above the corner tables. Lots of notes attached to the lamps. Many ideas, quotes, poems, maybe shopping lists in a multitude of different languages.

  • September 10, 2007
  • Diary
  • comments closed

Happy Birthday

Don’t you get bored after 30 birthdays?A day like any other.Except for the Birthday Muffin in the morning.And the phone calls, messages, E-Mails.

  • September 10, 2007
  • Diary
  • comments closed

Weekend activities. This week: Boiler replacement.

The total lack of warm water and the recent drop in temperature forced us to replace our warm water boiler. With the professional help of Herbert and Stephan. The DIY heart of mine jumps with joy and pride looking at our new archievement. However, the soup we retrieved from our old boiler was quite a view. To think that we washed ourselves with this and felt clean afterwards…

  • September 2, 2007
  • Diary
  • comments closed