What we see increasingly in the world of marcomms is the rise and rise of the branded event. It’s advertising that transcends media.
Take the HBO ‘Voyeur’ campaign from BBDO New York. It was a film projected onto a wall which drew people into an online experience, which then got fed back to a wider audience through TV advertising.
It was difficult for awards juries to say exactly what sort of an idea it was so they gave it prizes for Outdoor, Digital, Direct Marketing, TV advertising and Media Innovation.
Other similar ideas were Shackleton’s ‘Monument’ for the Spanish Association of Gynaecologists and Fallon’s ‘Foam’ for Sony cameras. These are ideas that start with live events which become online content, inviting people in to both share and grow the experience.
The first campaign of this sort that we’ve seen this year is from the UK, the T-Mobile Liverpool Street extravaganza. On Monday January 19th, 316 actors and T-Mobile staff sprang into life at the railway station and began a Fame Academy routine that startled and entertained the few legitimate train passengers who were milling around. The whole flashmob routine was filmed and broadcast as a commercial the next day, taking over an entire break on Channel 4.
Already on Youtube the movie has had over 1 million views. There are also clips captured by punters who were there on their camera-phones. And now at Liverpool Street station the digital poster sites there are playing those clips back to the people who created them. What’s more, the new campaign theme of ‘Life’s for sharing’ has now been sold into their own people, who were actively encouraged to be a part of the event.
Clever stuff from Paul Silburn, the creative tyro at Saatchi & Saatchi, London.
Thursday, February 5, 2009
How observant are you?
No-one is entirely sure what makes a piece of video go viral. Some agencies think it’s got to be a bit naughty (the boys behind the Fleggaard video) and some think it’s got to be entertaining:
Most, however, simply can’t predict what will happen. Russell Davies, the brilliant commentator on all things cyber (russelldavies.typead.com) has written that many companies would be better off hiring more people to talk to consumers one to one than running ad campaigns on TV.
And Transport for London seem to have been listening. They seem to have someone on the payroll whose job it is to surf the net, plugging TfL’s latest video wherever he goes. His job is to go out and make audiences. Which is interesting.
He’s cheaper than a network spot and he seems to be doing his job pretty well. So on his behalf, have a look at the video here and then go to www.dothetest.com.
Here you will find a piece of film that has gone wildly viral not just thanks to Martin Uttley but because it is amazing.
Most, however, simply can’t predict what will happen. Russell Davies, the brilliant commentator on all things cyber (russelldavies.typead.com) has written that many companies would be better off hiring more people to talk to consumers one to one than running ad campaigns on TV.
And Transport for London seem to have been listening. They seem to have someone on the payroll whose job it is to surf the net, plugging TfL’s latest video wherever he goes. His job is to go out and make audiences. Which is interesting.
He’s cheaper than a network spot and he seems to be doing his job pretty well. So on his behalf, have a look at the video here and then go to www.dothetest.com.
Here you will find a piece of film that has gone wildly viral not just thanks to Martin Uttley but because it is amazing.
The joy of shaving
Recently we were working on a project that involved shaving. A casual search in Youtube came up with this gem made by Lee Rubenstein.
Compare and contrast with Gillette’s recent TV ad. Roger Federer, Tiger Woods and Thierry Henry poncing around in black suits. Campaign Magazine in the UK voted it Turkey of the Year.
The amateur film has more wit, more surprise and more point than the spot that cost a million.
If an ad is rubbish, there’s every chance people will believe the product is rubbish too.
We are getting used to what used to be trusted brands becoming untrustworthy. Mercedes make cars that fall over, Ford make cars that have to be recalled because they crash, Nestle milk substitutes turn out to be harmful to babies. Cadbury’s CEO, Todd Stitzer, really thought that salmonella in his chocolate was not a problem.
What saved his brand from ruin was a gorilla on drums. Gillette need to find some charm as well. At the moment, every ad they run reveals the heartlessness of the organisation. In response, people are turning to brands that appear to have some sort of integrity. King of Shaves, for instance.
Last year, around $470 billion was spent on advertising that was somewhere between okay and appalling. That’s $470 billion which might actually be undermining the very brands that have been investing in communications.
At Adcademy we applaud creativity. Not because it’s nice to have but because
In these times of consumer opt-out it is essential. Creative brands want to touch people by sharing stuff – even if it’s just sharing a laugh.
Lee Rubenstein is a giver. Gillette, however, are on the take.
Compare and contrast with Gillette’s recent TV ad. Roger Federer, Tiger Woods and Thierry Henry poncing around in black suits. Campaign Magazine in the UK voted it Turkey of the Year.
The amateur film has more wit, more surprise and more point than the spot that cost a million.
If an ad is rubbish, there’s every chance people will believe the product is rubbish too.
We are getting used to what used to be trusted brands becoming untrustworthy. Mercedes make cars that fall over, Ford make cars that have to be recalled because they crash, Nestle milk substitutes turn out to be harmful to babies. Cadbury’s CEO, Todd Stitzer, really thought that salmonella in his chocolate was not a problem.
What saved his brand from ruin was a gorilla on drums. Gillette need to find some charm as well. At the moment, every ad they run reveals the heartlessness of the organisation. In response, people are turning to brands that appear to have some sort of integrity. King of Shaves, for instance.
Last year, around $470 billion was spent on advertising that was somewhere between okay and appalling. That’s $470 billion which might actually be undermining the very brands that have been investing in communications.
At Adcademy we applaud creativity. Not because it’s nice to have but because
In these times of consumer opt-out it is essential. Creative brands want to touch people by sharing stuff – even if it’s just sharing a laugh.
Lee Rubenstein is a giver. Gillette, however, are on the take.
AKQA's genius jingle
Most agency Christmas cards are crap.
This is usually because the approval process is unbelievably painful. More people get involved than would do on the client side buying even a major TV campaign.
For agencies desperate to show what they can do, it’s a creative opportunity wasted.
Last year, Shackleton, Madrid, managed to win awards around the world with their card.
They figured that their clients would either want a traditional ham or they’d like something shiny and tecchy. So they decided to give them both. The i-Ham, a brilliant pastiche of Apple design and finest Spanish porker.
This year, the one electronic card that stands out above a largely disappointing inbox, is AKQA’s offering. I hope it leads to some nice presents at The Big Awards, Cannes, etc.
This is usually because the approval process is unbelievably painful. More people get involved than would do on the client side buying even a major TV campaign.
For agencies desperate to show what they can do, it’s a creative opportunity wasted.
Last year, Shackleton, Madrid, managed to win awards around the world with their card.
They figured that their clients would either want a traditional ham or they’d like something shiny and tecchy. So they decided to give them both. The i-Ham, a brilliant pastiche of Apple design and finest Spanish porker.
This year, the one electronic card that stands out above a largely disappointing inbox, is AKQA’s offering. I hope it leads to some nice presents at The Big Awards, Cannes, etc.
Suck on this from Orange
How do you get guys who are into football to sign up for your results service? Turn to a rugby player, obviously.
Orange in France, through agency Buzzman, created a viral film in which French rugby legend Sebastian Chabal lines up to kick a goal. As you watch the video, suddenly Chabal stops and reaches into his pocket for his mobile ‘phone. To your amazement, it is YOUR mobile that he is calling.
“I have doubts,” Chabal tells you. “Help me by telling me where I should direct my kick.” You are shown how to use the numbers on your phone to direct him. Kapow.
And then you think it’s so cool you mail it on to a dozen of your friends, thus allowing Orange to capture over 1 million names, e-mail addresses and ‘phone numbers.
Incidentally, if you press the number 5 to help Chabal score, he doesn’t do what you might expect him to. This really intriguing use of mobile marketing to sell a mobile service was a worthy winner of the Grand Cristal du Marketing at the Meribel Advertising Festival and is a pointer to things to come. Respect to Buzzman.
Orange in France, through agency Buzzman, created a viral film in which French rugby legend Sebastian Chabal lines up to kick a goal. As you watch the video, suddenly Chabal stops and reaches into his pocket for his mobile ‘phone. To your amazement, it is YOUR mobile that he is calling.
“I have doubts,” Chabal tells you. “Help me by telling me where I should direct my kick.” You are shown how to use the numbers on your phone to direct him. Kapow.
And then you think it’s so cool you mail it on to a dozen of your friends, thus allowing Orange to capture over 1 million names, e-mail addresses and ‘phone numbers.
Incidentally, if you press the number 5 to help Chabal score, he doesn’t do what you might expect him to. This really intriguing use of mobile marketing to sell a mobile service was a worthy winner of the Grand Cristal du Marketing at the Meribel Advertising Festival and is a pointer to things to come. Respect to Buzzman.
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