Interesting video from R/GA talking about what they see as the “way forward” – it may not all be right, but they’ve definitely got some interesting points…
Lovely idea – you can only apply if you live in the US, but there you go.
Allegedly, they took their Superbowl budget and spent it on this. To quote from Mashable: “That could be changing. For the first time in 23 years, Pepsi will not have any ads in the Super Bowl. Instead, the company will be spending $20 million on a social media campaign it’s calling The Pepsi Refresh Project.”
Which means they won’t be producing anything like this… how times have changed in 13 years!
So apt for the marketing/advertising/comms industry.
Which is based on perceptions, not reality. And behaviours, not demographics… which is why people REACT to communications, rather than always processing/understanding them.
I’m not out to damn the research industry, so don’t misinterpret my upcoming point… BUT, this is exactly why we need to delve into people’s behaviours and reactions to communications rather than asking them to tell us what ads mean to them. And why a communications world where we can interact with people is so much more interesting and exciting than one where we simply search out a message to tell people. At least, that’s what I think of when I watch this!
Firstly, watch this fascinating depiction of air traffic movement – it’s 24 hours condensed down to 2 minutes, so things move pretty quickly considering the distances involved. Each yellow dot is a large aircraft (so, it’s only a small chunk of the real air traffic up there at any time)…
Watching this reminded me of the shocking film I saw yesterday – I didn’t post it at first because it’s so grim. The film was Mother’s “Plane Stupid” demonstrating the fact that the average European flight produces 400kg of greenhouse gases for every passenger (which seems impossible and frightening at the same time) – the weight of a polar bear… I warn you now, this is not a pleasant film and the reactions on YouTube are pretty negative because it is so shocking.
Although searching for that, I stumbled across something else – from Ogilvy New York – a really sweet, arty piece that plays on similar grounds…
Celebrities, climbers (and one agency person to help broadcast) are climbing Kilimanjaro to make people aware of the lack of clean water available to people around the globe. Something you don’t think about often. In fact, something you probably take for granted or complain about when travelling!
The site itself is technical, impressive, and linked to everything from Twitter to FaceBook…
There’s an ad (in the style of the HP campaign)…
You can sponsor them – and help the cause – but there’s also stuff to buy on the site, that results in greater donations. Check out the laptop skin made specifically for this…
All round smart thinking. And I challenge you not to be mesmerised by the water counter showing donations to date!
I’ve posted this before, so apologies for the repetition. But, a world record for views (at 45 million and counting) has put this in the Guinness Book of Records… So, how many more views will that prompt?
Anyway, just in case you haven’t watched it recently, enjoy…
Funny, surprising new spot for Methodfrom Droga5… Simple, effective, dirty little idea.
But then it opens into a way bigger thing online. Asking you to sign up to know what goes into cleaning products. Makes you question it quickly. Impactful, great stuff.
I was perusing the web and reading the Hall and Partners site when their “Fresh Meet” blog link caught my eye. And I’m glad it did. Not simply because they’ve used the same design template for their blog – although it’s a sign of great taste, for sure! No – they had a pecha kucha night, used the term “how meta” and plenty more – just in one of their posts! And there’s plenty more to read on there.
Go here to see the full line up of speakers from that pecha kucha night, but just in case you’re too lazy for a full helping, absolutely watch this talk from Paul Barton (of Brooklyn Brothers). In this, he talks about the need to really define the business task before getting all twisted up in looking at your proposition. And that’s simple, smart thinking we should all listen to. Far too often, we all leap into the task of solving the brief, rather than worrying about what the problem was in the first place and finding a truly disruptive way of tackling it, reframing it or simply interrogating it properly before we begin.
I’ll boldly assert this now: You cannot lose by spending time really understanding what it is you’re trying to achieve. At the very least, whatever comes next will have genuine purpose. More likely than not, though, you’ll actually give yourself the thrust to find something far better in your strategy.
Writing my last post drew me to visit the “Never Hide” youtube page again, which I haven’t done in a few months (or more).
I’ve posted about this campaign a number of times, but then it’s good, so why not?! And they’ve added more to it. From the beginning, they’ve taken a ‘be prepared for some to be niche and some to go mass’ approach to adding content to YouTube, and it’s really worked. What now exists is a channel worthy of spending some serious time on – with everything from the light-hearted fun of “guy catches glasses with face” catch, through the product demo that is the “super chameleon” (albeit damn watchable still), the darkness that is “cow gives birth to a dude“, or the sheer arty joy of “color goes pop“… see here for all those films.
They haven’t stopped there, though – there’s a FaceBook page which gives fans all the latest news. There’s a Flickr site with all the movie posters on it. I didn’t find a Twitter user, but that might be bad searching!
Love it. Truly love it.
Visible Measures publish this chart weekly – tracking the most watched videos online – which is effectively a measure of viral videos, although some of the very best weren’t written to be ‘viral’.
What piqued my interest was the presence of some advertising spots that aren’t at all new, as commented on by Abbey Klaassen in this article on Ad Age. In particular, T-Mobile ‘Dance‘, Cadbury ‘Eyebrows‘ and Evian ‘Babies‘… embedded below, in case you haven’t already added to the stats! Not one of these was written as a “viral film” in the old sense of the word. But they’re good enough that people are interested in watching them even after they’ve finished on air. And with over 200 thousand people watching weekly (since that’s what it takes to make it in to the top ten), they’re adding good reach and/or frequency to the campaigns.
The reason I ask whether this could become an effectiveness measure is slightly different, though. I’m sure people have used the ‘online viewers’ measure to prove the added reach/frequency or ‘eyeballs’ gained, but have they used it as a more qualitative measure of being genuinely great? Because lots of ads go into this top ten (Nike’s ‘today was a good day’ and Microsoft’s ‘Laptop hunters’ for instance), however few stay in the ranks for 20+ weeks – and that kind of lasting impact seems a lot more effective than any “500 thousand people watched it online” quote.
In a totally separate league, there is the work for Ray Ban “Never Hide” campaign – since it set out to be a viral piece – with all of the low budget limitations and the need to capture pass-on viewings; after all, this film didn’t have the advantage of being able to gain momentum on TV first. And it’s been repeatable, with the catching taking on new forms over time… so it’s a campaign of viral value, not just a one-off. I mention this as well, since it held in the charts for ages, and even re-appears again this year.
Whether written for TV, or written for online viewing, they all have one thing in common… The message (or explicit advertising part of the ad) is subtle – allowing people to enjoy something that is content, with entertainment value and a degree of “how the hell did they do that?”. Not a bad thing for us all to aim for in our quest for effectiveness…
Clearly I’m biased, since this is TBWA work, but I love the power of the “We’re For Dogs” campaign for Pedigree and this is a great little addition…
They’ve created a “Dogs Rule Day” (yesterday, so the timing of this post is a bit late!) and formed a Facebook link for people to show their support. There’s also a website that you can’t see if your IP is UK-based, annoyingly. But will work elsewhere.