| The Berlin Project |

PART 1


PART 2

| EYE EM' K? |

The very first week of IMK I was paired up with a person I have worked with in every single graduate course I have taken, and another IMK student. With the added advantage of having the only German speaking FIU student, I figured working with the IMK student to be a breeze, it wasn’t. Apparently she had already achieved the number of points she needed in order to pass for the semester and was completely unconcerned with the outcome of the assignment. Luckily, I had the other partner and we were familiar with each other’s work habits. Needless to say if both my partners had approached this first assignment with that kind of enthusiasm, come time to present FIU and IMK students alike would have been treated to an amazing display of Cuban bravado.
The second week I was paired with what I feel was one of the brightest IMK students. She was witty, spoke excellent English, and an incredible work ethic. She was constantly in touch with me and eager to meet to discuss the assignment. It helps that she was convinced she was going to present that Friday. Our partner however was the exact opposite. As she had presented the week before, my other partner was a ghost. Aside from the day in which the assignment was handed out, I never saw her again. After completing the assignment and emailing her the final product, she decided Fridays were better suited for sleeping and pulled a no show at the Friday presentation and left me and my partner empty handed. Lucky for me I did not have to present and her lack of presence did not affect my grade or my partners.
So up to this point if you had asked me what I thought about working with IMK students, you would probably have needed to censor the answer. But the problem is not with the students per say. The problem actually sits with the system in which the IMK students are working within and the point system in which they satisfy their course requirements. For starters, the students at IMK must fulfill the course requirements for each semester through acquiring points per presentation. The presentations are graded on a number of factors but do not provide a system of accountability to determine which students performed and which students coasted by. Additionally, once students have acquired the necessary number of points needed to pass the semester, unless paired in a group with a dear friend, they simply shut down. Therefore, the unfamiliar FIU students immediately shift into one of two reactions; 1) they stress out, take on more of the work load, and in some cases complete the assignment by themselves. 2) They complete the work equally with the remaining group members while simultaneously holding a grudge with the individuals who did not contribute.
However, there were examples of the perfect scenario. One in which all three group members contributed equally. One where each group member chose to participate in the aspects of the assignment they felt their talents were best suited. One where every aspect of the presentations was executed well and on time. This was my experience with my third and final assignment, and coincidentally we were the first group to present. We scored well and we were all satisfied with the level of work we had each handed in. But the unifying factor in this scenario was that each of my group members NEEDED to present, were anticipating presenting this particular week, and required a score of 7 or higher to fulfill their course requirements. Final conclusion; there is a reason people work hard and it is not motivated by the joys of working in groups. It is motivated by money, by recognition of achievement, and by the allure of achieving excellence. Remove that dangling carrot and the motivation runs from the person faster than a döner eaten at 3 A.M. after a night of heavy drinking. The system is flawed and should be revised.

| We Call Em' Lights, They Call Em' Gold |

Today I want to talk about Germany’s unique cigarette culture. Yes, that’s right I am calling it a culture of cigarettes. Virtually everyone I met in Germany smokes, with the exception of a handful. Now I myself am a social smoker, which is someone who smokes when in the company of other smokers. However, I found that while I was abroad it was incredibly difficult to adhere to my usual regimen of only smoking when having drinks with friends. It seems that almost anytime is a good time to have a cigarette break in Berlin. I found myself turning down endless invites to step out for a moment to burn another cancer stick. If I spent the day at IMK and I said yes to every request, I could have seen myself smoking an entire pack of cigarettes in a day.

So it appears that there is a very high percentage of people who smoke cigarettes among 18 to 30 years of age. They appear to be slowly getting adjusted to the, what I find to be familiar, smoking ban that exists in Berlin. This ban restricts bars and pubs larger than 75 sq. meters from allowing cigarette smoking within the establishment. However, there was a loop hole, much like in Miami, that allows establishments smaller than 75 sq. meters to have indoor smoking as long as they do not allow anyone under 18 and do not serve food. In addition the ban restricts advertising and using names such as Lights, that would suggest cigarettes any were less deadly. Instead, Marlboro chose to use the name Gold. As if this made them sounds any less desirable after downing a pint of beer?




So why I am I discussing this and what does this have to do with social marketing campaigns?

Well, virtually unheard of to my friends in Berlin, the European Union as a whole recently launched a massive social marketing campaign to empower the public with the right to ban cigarettes in their establishments. This would not concern Germans directly if it weren’t for the fact that Bavaria became the first state to endorse a total no smoking band in all public buildings. Without keeping small businesses in mind the push to ban cigarettes in public places is set to commence next week and continue through 2012, the hope is to create a smoke free Europe.

Best of luck with that.

resources:
http://www.cigarettesflavours.com/anti-smoking-campaign/ec-initiates-13-5m-anti-smoking-campaign/
http://www.dw-world.de/dw/article/0,,5760072,00.html

| International Search Summit |

During our first few weeks in Berlin there was an important meeting taking place among companies concerned with social media, globalization, and localization. I discovered this meeting only after returning to Miami. As students of global strategic communications, the use of social media, and localization, I was surprised we were unaware this was taking place. However, after reading a number of reviews on the event it would surprise anyone to know that a convention specializing in international communications, failed to successfully communicate its importance, significance, or purpose.
The meeting is known as the International Search Summit. The focus of the meeting is to bring together companies who specialize in online services particularly those interested in maintaining a global brand image, search marketing, and translations. There were a number of guest speakers who lectured on a number of topics but as one speaker reportedly pointed out – This was a meeting of companies interested in a multitude of topics which in many cases may or may not be interrelated. The example given was by Isabella Ballanti who stated that translators and search marketers are two different species.
I think this sort of conference could be beneficial to students such as ourselves. It can be incredibly beneficial when speakers such as Calijn van Lennep, member of the E-Commerce team at KLM, discussed the importance of maintaining brand image on global websites. I believe they are hosting this event in Berlin next year, and I feel it would make a great addition to the site visits.

resources:
http://www.internationalsearchsummit.com/berlin.html
http://www.stateofsearch.com/international-search-summit-berlin/

| Represent! Represent! |

I watched very little television the entire time I was in Germany. Something about watching Charlie Sheen speaking in a high pitched German voice, on a delay, was unappealing. The only thing keeping me even remotely aware of television was the World Cup, which was typically watched in public setting. However, in between the matches and at halftime I did manage to see some television commercials. From what I can remember, not a single individual depicted was anything but a white German. This also held true in most billboard advertising I saw as I traveled around the city. I can honestly say as a person who traveled around Berlin for about a month paying extra attention to its advertising, that I saw a complete lack of ethnic diversity in their campaigns.

In preparation for this trip I did read an article on npr.org that discussed the large Turkish population in Germany and a lack of representation in the media. The article discussed a phenomenon which exists in what western culture considers “racist” and what Germans misunderstand, as they consider their country monoracial. Therefore, they consider all Germans to be one race, and do not recognize or are generally unaware of the need to represent, what they describe as, “people of migrant origin.” This was no less truth after realizing that we, students of Florida International University, were staying in the very area of Berlin in which the article was written about, Wedding.

In a related blog, I discussed my encounters with a few Palestinian residents who hung out at a local bar in reference to where we were staying. In that entry I mentioned a discussion I had with those individuals about their advertising preferences, particularly how they felt they would be more likely to remember a product if they felt represented in its advertising. I even asked about products they purchased and which products they preferred, all of whom admitted they preferred brands from their country of origin. Essentially, despite specific targeting they were more likely to purchase culturally familiar brands.

In addition, I examined a global brand called H&M, and with another student, we attempted to breakdown how they managed to be so successful despite using one race in their advertising. While presenting that case in class there were students from other countries who recalled seeing advertising in their native country in which H&M had diversified their choice of models. The conclusion I drew from this was that financially this strategy must be working, otherwise it would be reexamined.

In summation, I would have to say that although Germans of “migrant origin” or “New” Germans feel underrepresented, advertisers have not stepped up their efforts to include this target. Either due to their preference in their own native brands, or due to the simple fact that corporations may not feel it is necessary as it relates to their bottom lines, I see no sense of urgency to remedy this situation. Even following our agency visit to McCann Erickson, in which we were given a sneak peak at their 2011 Lufthansa campaign, it was pointed out that roughly 1/10 images contained a non-white person. That one exception might have even been specifically targeting another country. This does not seem to be a concern for corporations selling products within predominantly white societies, although it should considering the rapid incline in “people of migrant origin.”

references:
http://www.npr.org/templates/story/story.php?storyId=99189265

| Fresh Baked |

So my friend and I are walking outside of the mall in Potsdamer Platz after eating lunch, and I glance at the floor where I see writing. Written on the sidewalk in chalk is a message about something “fresh baked.” I begin looking around and realize that just up the street is a bakery. The sheer genius of the tactic hit me and I realized how much foot traffic must pass by that very sidewalk daily. As it is not a permanent inscription and does not mention a brand or a company, the message is completely legal and does not violate any city ordinances (as confirmed through my German source). Now there is nothing inventive about placing written messages in public places however, the area this message was placed and the manner in which it dances around the various limitations imposed on advertising is indeed Non-traditional. What I mean is -- I am yet to hear about how much Nike allotted for its sidewalk chalk advertisements in its last few campaigns.
This is just one example of how inventive Advertising can be. In trying to reflect on what is considered traditional and what is nontraditional I find myself in a chicken and egg scenario. What is considered traditional to me may not be for someone in a different country. I have to be honest; I did a little research before writing this assignment and the most common definition of non traditional advertising was any form that was atypical or grasped the viewer’s attention of without them expecting it. (Chalk on a sidewalk passes, would you agree?)

After our site visit to Wall AG, I was wowed by their desire to produce non traditional forms of displaying media. Though I did not get to see the real world application of their most creative inventions, the idea was enough to broaden my understanding of potential possibilities. Without getting too caught up in the technical side of the business, I believe that companies such as Wall AG that invest in urban furniture, public services, and creative media displays will set the bar for targeted (nontraditional) advertising. Even the concept that a public service, a multi media display and advertising can coexist within a single fixture is in itself nontraditional.

| The Great Escape |

In the late night hours the true artists of our time brighten walls of this concrete jungle. They can transform the dull and monotonous into the vibrant and animated. There is no charge for admission and no fee to photograph. It is a completely free service that carries the added thrill of potential arrest. It is a gift for those who appreciate its beauty and an eyesore to those who misinterprets its purpose. Art in Berlin spills from the traditional gallery out its windows, on to the streets, and up its walls.

Maybe it’s due to my affinity with graffiti, but some days traveling about the city were more satisfying than the majority of art galleries I have visited in my lifetime. Mixed in with the traditional tags are messages about political injustices, insightful social observations, and unique caricatures. The city is a breeding ground for creativity and artistic innovation.

In what I observed this type of art lends itself to advertising targeting the younger generations. This form of urban art is used on flyers promoting parties, billboards promoting clothing, and in one case even window display for a cell phone company. It is the backbone of a youthful subculture that is closely tied to many forms of music and styles of dress.

Speaking of music – from what I observed, live instruments have become obsolete. The local music scene in Berlin is all about electronics. The digital representation of sound is very much a part of everyday life. Rock music is almost nonexistent, with the exception of a few bars still clinging to the music of the 1950’s and 60’s. Therefore with regards to the younger generations there are fewer dominant music scenes than exist in the United States, here your choices are Electric, R&B, or Black (which is really Hip Hop). I would get into the interesting choice in renaming the genre but that is a whole other blog.

Till next time.....

| No Flash Photography |

Something that struck me as interesting throughout my first few days in Berlin came from my inability to use my camera (Bear with me, I promise this will have a point). Like any goofy tourist I immediately activate my camera and start searching for things I found interesting the minute I arrived. I began to realize very quickly that in the area I was to be staying, after taking a picture, I was given a disapproving look. Students I was traveling with were told not to take picture flat out, and in some cases were shouted at the minute the flash went off. However, after a short ride on the train taking photographs of interesting advertising, store fronts, or just in the general direction of people did not seem to offend anyone. Can you guess why?

First impressions of German culture left me scratching my head. As I ventured outside of my hostel I observed the streets, the smells, the stores and began to realize something, there is nothing German about this neighborhood. Some of the women wore headscarves, some of the men had a darker complexion, and there was an intoxicating smell of kebabs in the air. Though much of this was foreign to me, there was one aspect I found very familiar – it is a community comprised of Germans, first generation citizens, and immigrants (who for legal reasons don’t like having their picture taken).



As a first generation citizen of the United States, I can draw certain parallels to this German sub-culture and that of my own as a Cuban-American. There remains a strong connection to their native culture maintained in their daily lives, coupled with the obvious German influences makes this area Berlin cultural stew. A short stroll down the street with the IPod on mute and the diversity in their spoken language preferences begins to become quite obvious. However, after traveling a few train stations down the S1, German surfaces as the dominant language. After resurfacing in a more central part of Berlin, I began to see and notice the busy streets, cars, clothing, dining establishments and even some of the music from a passing car. To the untrained eye the differences would appear somewhat subtle from where I began my observations, but something about this cultural mix reminds me of home.

| Urinals, Trains, and Hot Air Balloons |

First Impressions (Advertising)

What does a bus stop, a bus, a building, a subway wall, a subway, a trolley, a train, a staircase, a wall under an over pass, the area above the urinal in a public restroom, and a hot air balloon all have in common? If you guessed areas to place advertising you would be correct. The city is littered with billboard type advertising. This would lead me to believe that in the case of Berlin, public displays play a large part when deciding how to reach the target audience in their advertisements.

Depending on the size a budget of the company one can make certain inferences on the cost of the placement of the advertising. For example, when riding the subway system you will see various advertisements for local events or places of business in stations that I assumed were less frequented. Traditionally, this advertising can be relatively effective and inexpensive for local businesses. And, the 4 story billboard on the wall of a building facing one of Berlins busiest train stations gives a slightly different impression. So we see the differentiation between the local advertising targeting the people of Berlin and broader bolder attempt to target everyone, including tourists. The almost illogical shift from German to English advertising helped me come to that conclusion.

German seems to be the dominant language in the advertising I first witnessed. However, after exiting a train station in Postdamer Platz, I came across an Oakley poster in a subway billboard that was entirely in English. This would normally not surprise me if the message was simple and easily comprehended however the poster was a part of a larger series of billboards leading to the stations exit that would have been to obscure for a novice English speaker.

| The Local Watering Hole |

My biggest fear coming to Berlin was that I would be completely reliant on another student who speaks fluent German. I was hesitant my first few days to even venture outside of the hostel without having her in ears reach in the event I found myself in a difficult situation. However, given the fact that I understood her time here was better served enjoying the experience rather than serving as a translator, I have since abandoned the notion.
It is now my fifth day living in Berlin and I have now become comfortable with using the two or three sentences I learned on the plane. As I have become familiar with the surrounding businesses I have become sociable with a local bar/lounge owner. His English is slightly better than my German; however our friendly demeanor seems to go a long way in attempting to communicate which has encouraged my repeat business. Last night, I made my usual visit to the establishment and came upon a large gathering of locals. After ordering a round of drinks I took notice of some of the drinks they were ordering and attempted to inquire in my best German, I was quickly interrupted by a young Palestinian who spoke fluent English. He kindly served as a make shift translator for his friends and so a seemingly endless session of questions and answers followed. Two hours later, I had discussed everything from politics to advertising and had a unique insight into the level of advertising that catered to minorities in Berlin.
Through the satellite television they have connected within the lounge he often gets together with cousins and sibling and watches programming from all over the world, the United States in particular. His perceptions of what is considered a norm in our country is astounding, I initially found myself trying to convince them that much like the city they live in, there are a variety of truths and fallacies, but I digress. Their exposure to western advertising that depicts what they agree to be minorities in the United States leaves them feeling their representation in their local advertising much to be desired. As a minority who speaks both his native language, English and German, he prefers to be advertised to in German. As he put it, he is more susceptible to purchase German brands that acknowledge his cultures existence in Berlin, yet he prefers to purchase brands that are originally from his country.
In retrospect I am embarrassed in my apprehension to venture out of my comfort zone. Through my interactions with these particular locals I have gained a very personal insight into not only my own language barriers but also in the ones existing within the local population. Luckily I was able to befriend an intelligent and open minded individual who was as curious about my world as I was with his.

May 21st, 2010

May 21st, 2010

Things are a bit chaotic at the moment. I am scrambling to get as many things complete as humanly possible before lift off. In 5 days I will be on a plane bound for the Dominican Republic then London and finally Berlin!