MJ Bale’s new suits are designed to be the brand’s most breathable yet, and the campaign leverages the fact that global temperatures are on the rise.
Armed with his forecasting equipment, Beresford went malta telemarketing database on a world trip, each day delivering the weather forecast in one location, before predicting where the highest temperatures would be the following day, then flying to these locations for the next day’s read.
These hot temperatures were replicated
in custom-built MJ Bale changerooms at store locations, so customers could test the Cool Wool suits for themselves.
Each forecast was delivered via a Facebook Live broadcast, as Beresford went to hot locations for 11 days straight. Locations he visited included the middle of the Sahara Desert, Death Valley in the USA and Jodhpur in India.
Deputy executive creator of TBWA Sydney Craig Brooks says “when we were coming up with the idea I assumed that I wouldn’t actually be heading out on the shoot, so we really pushed the torture elements to the limit. Big mistake, because I then had to experience it all for myself.”
“We wanted to show men, no matter how hot the forecast, they can still stay looking smart and feeling cool, so we invited them to feel the difference for themselves in-store,” says Matt Jensen, founder and CEO of MJ Bale.
“The coolest suit in the hottest change room, it was a perfect fit.”
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Ben Ice
Ben Ice was MarketingMag editor from August 2017 - February 2020
Public perception of Apple and Samsung’s corporate social responsibility efforts suffers a steep decline, according to an annual study.
A study compiled by the Reputation Institute (RI), a Boston-based reputation-management consulting firm reveals that Danish toy and media company Lego beat many other reputable companies in the perception that it conducts business fairly, operates transparently, protects the environment, behaves ethically and supports worthy causes.
The 2017 study, scored by RI’s proprietary RepTrak Pulse system, was based on based on more than 170,000 ratings from its survey across 15 countries. The top 10 rated are:
Apple, Samsung and Volkswagen saw a steep decline in their ratings. Since last year, Apple and Samsung dropped by 5.3 points each and are now in 49th and 89th places respectively. Volkwagan is at the 100th spot.
“Apple experienced a backlash in 2016 when it
was discovered that conditions within iPhone factories were so poor that they installed safety nets to prevent workers from killing themselves. This led to a mass protest which gained widespread media attention, creating a negative perception of Apple’s workplace environment,” says James Bickford, managing director at RI, though he speculates that the recent launch of the iPhone X, iPhone 8 and 8 Plus may improve the company’s standings.
Samsung’s reputation took a hit because of its combustion problems with the Galaxy S7 Note phone and the bribery scandal that involved its vice chairman Jay Y. Lee. Volkswagen continues to suffer from its emission scandal revealed in 2015.
The research also showed that good CSR drives business results, Bickford concluded: “For an organisation, having a strong CSR agenda is important, because it ensures customers will do business with you, policymakers and regulators will give you license to operate, and potential employees will be more willing to work for you. CSR is increasingly a top driver of stakeholder support. It equates to good will and good business.”