Monday 08-02-10

Is Your Detergent Stalking You?
Brazil's Omo Uses GPS to Follow Consumers Home With Prizes

NEW YORK (AdAge.com) -- Unilever's Omo detergent is adding an unusual ingredient to its two-pound detergent box in Brazil: a GPS device that allows its promotions agency Bullet to track shoppers and follow them to their front doors.

Starting next week, consumers who buy one of the GPS-implanted detergent boxes will be surprised at home, given a pocket video camera as a prize and invited to bring their families to enjoy a day of Unilever-sponsored outdoor fun. The promotion, called Try Something New With Omo, is in keeping with the brand's international "Dirt is Good" positioning that encourages parents to let their kids have a good time even if they get dirty.

Omo accounts for half of Brazil's detergent sales and is already found in 80% of homes there, so Unilever's goal is more to draw attention to a new stain-fighting version of Omo and get it talked about rather than looking for a big increase in sales.

That made the idea of doing a promotion where the prize finds the consumer, rather than the consumer having to look for the prize -- and maybe not bothering -- appealing.

Fernando Figueiredo, Bullet's president, said the GPS device is activated when a shopper removes the detergent carton from the supermarket shelf. Fifty Omo boxes implanted with GPS devices have been scattered around Brazil, and Mr. Figueiredo has teams in 35 Brazilian cities ready to leap into action when a box is activated. The nearest team can reach the shopper's home "within hours or days," and if they're really close by, "they may get to your house as soon as you do," he said.

Once there, the teams have portable equipment that lets them go floor by floor in apartment buildings until they find the correct unit, he said.

Of course, Brazil has a high crime rate, and not everyone is going to open the door to strangers who claim to have been sent by her detergent brand to offer a free video camera. Bullet has thought of that. If the team tracks a consumer to her home but she won't let them in, they can remotely activate a buzzer in the detergent box so that it starts beeping. And if the team takes too long to arrive, and the consumer has already opened the box to see if she's a winner or just do laundry, she'll find, along with the GPS device and less detergent than expected, a note explaining the promotion and a phone number to call.

"Anything can happen," Mr. Figueiredo said. "We have to be innovative, but we don't know what reaction to expect from consumers."

In a big web component, the site experimentealgonovo.com.br (Portuguese for "try something new") goes live in August, and will include a map showing roughly where the winners live, pictures of each winner and footage of the Bullet-Omo teams hunting down the GPS-enabled detergent boxes, knocking on doors and surprising consumers.

"It costs more than a traditional promotion and is riskier because it's never been done before, but it's worth it," Mr. Figueiredo said. The technology aspect of the promotion costs less than $1 million, out of Omo's overall marketing budget of about $23 million.

"We believe in using new technology for promotional marketing," Mr. Figueiredo said.

Plus Bullet just likes figuring out how to ingeniously embed stuff in products. Two summers ago, sales of Unilever's Fruttare Popsicles soared when Bullet disguised 10,000 iPod Shuffles as popsicles and popped them in freezer cases. The agency's creatives had noticed while reading their iPod instruction manuals that an iPod can operate at temperatures below freezing. They immediately began freezing their own devices as a test, then constructed a fake ice-cream bar case that mimicked the popsicle but fit an iPod, and a wildly successful summer ice cream promotion was born.

http://adage.com/globalnews/article?article_id=145183

Ladies and Gentlemen, Your Shadow Government!
There are very few of us who know just what all the CZAR's do up in
D.C.................Here are their names and job descriptions.......should
be educational to ALL AMERICANS............no matter what your political
agenda......if you resent this list, then get angry at the one who put these
characters on the payroll. And not at the one who mailed it...... Take some
time & investigate these people for yourself ............ You will NOT hear
any of the network news media report on who these people really are & what
they stand for.

"CZARS"-- Read who they are and realize what they want to do.


Richard Holbrooke
AfghanistanCzar
Ultra liberal anti gun former Gov. Of New Mexico. Pro Abortion and legal
drug use. Dissolve the 2nd Amendment

Ed Montgomery
Auto recovery Czar
Black radical anti business activist. Affirmative Action and Job Preference
for blacks. Univ of Maryland Business School Dean teaches US business has
caused world poverty. ACORN board member. Communist DuBois Club member.

Jeffrey Crowley
AIDS Czar
Radical Homosexual.. A Gay Rights activist. Believes in Gay Marriage and
especially, a Special Status for homosexuals only, including complete free
health care for gays.

Alan Bersin
Border Czar
The former failed superintendent of San Diego . Ultra Liberal friend of
Hilary Clinton. Served as Border Czar under Janet Reno - to keep borders
open to illegals without interference from US

David J. Hayes
California Water Czar
Sr. Fellow of radical environmentalist group, "Progress Policy". No
training or experience in water management whatsoever.

Ron Bloom
Car Czar
Auto Union worker. Anti business & anti nuclear. Has worked hard to force
US auto makers out of business. Sits on the Board of Chrysler which is now
Auto Union owned. How did this happen?

Dennis Ross
Central Region Czar
Believes US policy has caused Mid East wars. Obama apologist to the world.
Anti gun and completely pro abortion.

Lynn Rosenthal
Domestic Violence Czar
Director of the National Network to End Domestic Violence. Vicious anti
male feminist. Supported male castration.Imagine?

Gil Kerlikowske
Drug Czar
devoted lobbyist for every restrictive gun law proposal, Former Chief of
Police in Liberal Seattle. Believes no American should own a firearm.
Supports legalization of all drugs

Paul Volcker
E conomicCzar
Head of Fed Reserve under Jimmy Carter when US economy nearly failed. Obama
appointed head of the Economic Recovery Advisory Board which engineered the
Obama economic disaster to US economy. Member of anti business "Progressive
Policy" organization

Carol Brower
Energy and Environment Czar
Political Radical Former head of EPA - known for anti-business activism.
Strong anti-gun ownership.

Joshua DuBois
Faith Based Czar
Political Black activist-Degree in Black Nationalism. Anti gun ownership
lobbyist. WHAT THE HELL DOES A FAITH BASED CZAR DO???????????

Cameron Davis
Great LakesCzar
Chicago radical anti business environmentalist. Blames George Bush for
"Poisoning the water that minorities have to drink." No experience or
training in water management. Former ACORN Board member (what does that
tell us?)

Van Jones
Green Jobs Czar
(since resigned).. Black activist Member of American communist Party and
San Francisco Communist Party who said Geo Bush caused the 911 attack and
wanted Bush investigated by the World Court for war crimes. Black activist
with strong anti-white views.

Daniel Fried
Guantanamo Closure Czar
Human Rights activist for Foreign Terrorists. Believes America has caused
the war on terrorism. Believes terrorists have rights above and beyond
Americans.

Nancy-Ann DeParle.
Health Czar
Former head of Medicare / Medicaid. Strong Health Care Rationing
proponent. She is married to a reporter for The New York Times.

Vivek Kundra
Information Czar
Born in New Delhi , India . Controls all public information, including
labels and news releases. Monitors all private Internet emails. (hello?)

Todd Stern
International Climate Czar
Anti business former White House chief of Staff- Strong supportrer of the
Kyoto Accord. Pushing hard for Cap and Trade. Blames US business for
Global warming. Anti- US business prosperity.

Dennis Blair
Intelligence Czar
Ret. Navy. Stopped US guided missile program as "provocative". Chair of
ultra liberal "Council on Foreign Relations" which blames American
organizations for regional wars.

George Mitchell
Mideast Peace Czar
Fmr. Sen from Maine Left wing radical. Has said Israel should be split up
into "2 or 3 " smaller more manageable plots". (God forbid) A true
Anti-nuclear anti-gun & pro homosexual "special rights" advocate

Kenneth Feinberg
Pay Czar
Chief of Staff to TED KENNEDY. Lawyer who got rich off the 911 victims
payoffs. (horribly true)

Cass Sunstein
Regulatory Czar
Liberal activist judge believes free speech needs to be limited for the
"common good". Essentially against 1st amendment. Rules against personal
freedoms many times -like private gun ownership and right to free speech.
This guy has to be run out of Washington !!

John Holdren
Science Czar
Fierce ideological environmentalist, Sierra Club, Anti business activist.
Claims US business has caused world poverty. No Science training.

Earl Devaney
Stimulus Accountability Czar
Spent career trying to take guns away from American citizens. Believes in
Open Borders to Mexico . Author of statement blaming US gun stores for
drug war in Mexico .

J. Scott Gration
Sudan Czar
Native of Democratic Republic of Congo . Believes US does little to help
Third World countries. Council of foreign relations, asking for higher US
taxes to support United Nations

Herb Allison
TARP Czar
Fannie Mae CEO responsible for the US recession by using real estate
mortgages to back up the US stock market. Caused millions of people to lose
their life savings.

John Brennan
Terrorism Czar
Anti CIA activist. No training in diplomatic or gov. affairs. Believes
Open Borders to Mexico and a dialog with terrorists and has suggested Obama
disband US military A TOTAL MORON !!!!!

Aneesh Chopra
Technology Czar
No Technology training. Worked for the Advisory Board Company, a health
care think tank for hospitals. Anti doctor activist. Supports Obama Health
care Rationing and salaried doctors working exclusively for the Gov. health
care plan

Adolfo Carrion Jr..
Urban Affairs Czar
Puerto Rican born Anti American activist and leftist group member in Latin
America . Millionaire "slum lord" of the Bronx , NY. Owns many lavish
homes and condos which he got from "sweetheart" deals with labor unions.
Wants higher taxes on middle class to pay for minority housing and health
care

Ashton Carter
Weapons Czar
Leftist. Wants all private weapons in US destroyed. Supports UN ban on
firearms ownership in America .. No Other "policy"

Gary Samore
WMD Policy Czar
Former US Communist. Wants US to destroy all WMD unilaterally as a show of
good faith. Has no other "policy".

How lucky are we that these are the people who are helping President Obama
in the RUNNING of our country and the White House?