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| THE ORIGINAL? Sony Walkman – 2005 Headline : “The new revolution is digital” Agency : Dentsu Latin America Sao Paulo (Brazil) |
LESS ORIGINAL DNA Digital Nation – 2012 Headline : “Each revolution is looking for a guide” Agency : SecondFloor (Belgium) |
Não é de hoje que muitas pessoas têm optado por fazer suas compras online. Muito mais do que livros ou aparelhos eletrônicos, mas também roupas, sapatos e tudo mais que estiver disponível. Basicamente, abrimos mão de experimentar uma roupa em troca das comodidades que um site oferece. Mas é mais do que isso. Online, a gente encontra com maior facilidade produtos pesquisados anteriormente, além de termos sugestões de produtos que combinam com nosso perfil.
Já tem um tempo que a gente tem pesquisado aqui na Royalpixel maneiras de integrar as facilidades da loja online com o PDV físico. Afinal, com tanto avanço tecnológico, fica difícil entender porque o mundo físico ainda não está ligado ao conteúdo digital. Recentemente, entretanto, a Razorfish anunciou um novo projeto, que propõe uma forma de reinventar a tradicional ida às compras.
Denominada 5D, a plataforma já disponível em versão beta propõe integrar diferentes dispositivos digitais em ambientes de varejo. Isso significa que a 5D é capaz de conectar quiosques, telas, tablets e smartphones para criar maior envolvimento do público – e até mesmo dos funcionários das lojas – com os produtos.
Para que essa integração seja completa, são necessários 5 elementos-chave: os dispositivos, conteúdo, experiências, analytics e o gerenciamento do relacionamento com o consumidor. E, é claro, uma boa dose de encantamento, algo que não pode faltar a nenhum bom projeto digital.
Para que o conteúdo funcione, assim como online, ele deve ser relevante e acompanhar o consumidor, criando uma experiência personalizada para lembrá-lo dos produtos que ele viu. Assim, mesmo que o consumidor não compre aquele produto na loja, as informações sobre ele ficam salvas no seu celular e disponíveis para compra em apenas um clique.
De verdade, esse é o tipo de projeto que empolga a gente. E a Razorfish, com o 5D, nos deu ainda mais inspiração para isso.
Post originalmente publicado no Brainstorm #9
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Maybe it’s the transitory nature of business these days or the the strict focus on business/clients and profitability, but finding and being a mentor is still invaluable to our industry and an enriching part of our humanity.
Early on, there were no formal mentoring programs where I began, but there were a lot of smart, fascinating people who were willing to talk about their work, their thought processes, and their clients. I’d watch how they presented, how they worked with clients, and how they handled themselves and their craft. There was much to study and absorb.
Slowly, I struck up conversations with them and developed relationships with my secret mentors, and it wasn’t just people from the creative side. I got to know senior account directors and media planners. Even the crusty, old guy in the studio was a source of wisdom and experience.
That’s one of the great things about our business: There’s always something new to learn if you’re open to it. I’d encourage people who are breaking into the business to poke your nose into a veteran’s office or cube and get to know them. Show some enthusiasm. That’s how you start a relationship. Later you might ask his or her opinion about your work or for career advice.
You don’t have to act on all you learn and hear, but you might walk away with a piece of knowledge you didn’t show up to work with. You can use what you learn from others to help chart your own course.
If you’re a veteran, show some patience and interest with the newbies. Don’t forget we were all newbies once upon a time. Spend more time chatting with your next generation, and get to know their work, life, and expectations. Your thinking and work will benefit from their freshness. Think of it as a reverse form of mentoring.
Give it a try. Ignore your e-mails and silence your Blackberries for a few minutes and reach out. It’s well worth the effort for everyone.
John Kistner is a freelance Creative Director/Writer/Closet Cartoonist. You can check out his handiwork here.
His name is synonymous with advertising genius. Got Milk? That’s his. There Can Only Be One. That’s also him. Now, Jeff Goodby backs Pepsi. He’s also launching an online “Twitter-centered” campaign. To all the advertising geeks reading this, if there was any doubt in your mind about going digital, then let this be your reassurance. If this man is doing it, you damn well better.
In times like these, we need a quote from the man himself. “I like big fonts,” Goodby said.
He’s obviously referring to his 117 year-old Victorian house. That’s really the topic here. Goodby has inspirational and evocative words painted on the outside and inside of his house, words that evoke what takes place inside.
It’s this house that seems to have played a part in Goodby’s digital switch. See, he needed someone to paint the words on the house, and it was done digitally. Upon completion, Goodby created a Web site: www.poemhouse.org and promoted it on Facebook. The rest, needless to say, was history. Once captured by the blogging fanatics, publicity instantly ensued: Tweets, re-tweets, traffic, publications, you name it.
If this is not a prime example of digital prosperity, then I don’t know what is. This small event exemplifies the marketing shift occurring today. The shift that more agencies, like Goodby, Silverstein & Partners, have adapted should be adapted elsewhere. The key here is versatility. The new wave of advertising professionals are versatile (like me!! ): They take classic technique and weave in a digital mind-set. They are more marketable and more valuable. Now, if more could firms could see that value, maybe we could even afford to live off of it.
Rena Prizant is a Copywriter, Ad Creative, SEO Gal, and mammal in the Chicago area. Visit www.RenaPrizant.com or @WriteLeft.
Un travail du studio Strukt et plus précisément du chef de projet Gregor Hofbauer dans les bureaux administratifs de Büro Hirsberger à Vienne. Un mur et une visualisation mêlant la lumière et les projecteurs, le tout généré en processing. Vidéo de démonstration dans la suite.
This week, the ad community was put on display by an ad leaked out of DDB Brazil. The client, the World Wildlife Fund, was none too excited over this release (or was it?), and the pundits were salivating at the opportunity to rip this spot apart with their fake outrage.
The ad features a very moving truth and the media uproar displays a few ‘inconvenient truths’ about Americans. First, we seem to only care about ourselves. Second, we can’t stomach a brutally honest message. If three people die in a shooting in the US, we talk about it nonstop for months, but if 100 people die in a mudslide in Taiwan, we barely bat an eyelash. This spot tells a great truth about the power of mother nature and is effective in portraying it. It has made me think about mother nature more than anything since Hurricane Katrina, in part because I, too, am a silly American who tends to think only about American lives.
We’ve become distanced from reality. When the ad community attempts to make a hard-hitting PSA to curtail drinking/texting while driving, drug use, or to impress upon people the awesome power of mother nature, we’re forced to go soft for the sake of the populace. Why are we such wimps? The events of September 11, 2001 were horrific, and I don’t see how this spot is, in any way, attempting to make our tragedy seem like anything less.
This creative concept is brilliant. It is so simple, so logical, and so impressively gut wrenching. More people should take a moment to get past the fake outrage and digest the information being presented. Still, the point of the campaign was to create awareness of the awesome power this planet has over us, but I think it accomplished that and then some. This might just be the most efficient use of a client’s money this year.
Pete Kahn is a Product Insights Specialist, blogger and aspiring writer. Feel free to leave a comment, follow Pete on Twitter, or view his profile on LinkedIn. As always, thanks for reading.
I love the TV show “MadMen,” mostly because it’s a reminder of a quaint time in the history of our industry – big accounts, big egos, and big paychecks. Of course, at that time, advertising was limited to print and radio, as well as the “new” medium of TV.
Flash forward nearly 60 years to 2009. Magazines and newspapers are folding left and right, radio seems to have a limited shelf life, and TV is too expensive for many potential advertisers. While agencies like the fictional Sterling Cooper still exist, they’re working to hold their own against relative upstarts – the small boutique agencies that specialize in digital and social media. What would Don Draper do – get a Twitter account and attend PodCamp instead of chasing secretaries and boozing?
Traditional agencies are downsizing – many have considerably smaller employee rosters and account lists – while smaller agencies are flourishing due to the focus of specialists such as brand evangelists, social anthropologists, and relationship managers. Their primary methodologies engage the consumer through digital, mobile, and direct mail, then supplement campaigns with broadcast, print, out-of-home, and outdoor. These small shops seem to get it as they can implement a specialized yet multi-faceted approach for clients. Think of it as one-stop-shopping and the agencies that can’t keep up with the so-called little guys are folding quickly.
So what does this mean to traditional agencies? Is it the end of the line for them? Or can they peacefully co-exist with this new agency hybrid?
Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.
Can you feel it? Probably not…it’s much like the spin of the Earth. E-v-e-r s-o s-l-o-w-l-y, we’re being herded by unseen forces swirling about; price, comfort, security, and laziness. Why fight the crowds or the traffic when it can be done from home? If you don’t have to leave the house, then don’t.
Massive online sites such as Ebay and Amazon make shopping online simple. Well, prepare to add another couch magnet to your arsenal: NoitWorld.com.
Before you ask:
In the US Military, the term “NOIT” is used to describe something as “cool” or “hip.” This Military slang term served as the impetus for the creation of this website, which combines the variety and diversity of a true online marketplace with the cool, hip world of social media.
NoitWorld, launched on June 1, 2009, heralds itself as the ”newest, coolest, and most consumer friendly online marketplace for buying and selling new and used merchandise. Although I have never used the site I did peruse it extensively. Very simple to navigate, users have the ability place products in more than 100 categories, such as Anything Goes, Motorcycles, Cars, real estate, etc. Depending upon the item being sold, ads are posted for 30 days and are either free, $20, or $25 per ad. The site is actually global in scope although most items listed currently are from the US or Mexico.
Noitworld.com, however, is not “just another sales site.” It is the first site of it’s type that allows users to re-post listings on social media sites like Facebook, Twitter, MySpace, LinkedIn, and more. Todd Foret and Sean Legros, both of Yuma, AZ, developed the sites unique strategy:
“With so many internet users spending a majority of their time on their social media sites, it only makes sense to provide a buyers and sellers market that can interact with these sites,” said Foret.
Although “in business” for just over a month, there are plenty of items available, from a classic Styx CD to a beach home in San Felipe, Mexico. As the economy doesn’t seem to be immediately bouncing back, maybe it’s time to start “Noiting” all stuff.
Jeff Louis: Strategic Media Planner & Brand Project Manager for B2B and B2C clients, he is fascinated by innovation in the face of adversity, branded creative that is on-strategy, and past participles. He can be contacted via Twtter or LinkedIn.
Much anticipated, the switch to Digital Television, or DTV, finally took place on June 12, 2009. Despite over 1.5 years of warning, many found themselves with no programmings that fateful day. The original switch date of February 17, 2009 was pushed back due to the “lack of preparedness” of over 10% of US households. The whole effort to switch to DTV, according to the Federal Communications Commission, began on January 23, 2001.
Eight years of planning, $10 billion dollars invested, and you’re now looking at it. Whew! Glad that’s over. Reminds me of Y2K.
Yet, it’s not really funny. Especially for the 1,700 broadcast stations that spent their money to upgrade to the new 
digital equipment, and then to wait patiently for the change. It arrived in February,and then the digital implementation was delayed. It arrived again in June as the cut was finally made.The money invested by the stations was to be recouped via the use of additional signals. Each broadcast station has been given its core channel, which currently carries the signal, along with 5 additional signals that “piggyback” on the original.The additional signals are actually sub-channels, capable of carrying additional programming. For instance, if a viewer wants to watch an “all business, news and weather” version of his or her local NBC affiliate, the station can theoretically satisfy this niche. Geographic areas with high Hispanic indices can have access to Spanish sub-channels.
BusinessWeek reports that there are areas of the country already utilizing DTV’s capabilities, but the others have run into a major stumbling block: the economy.
ION’s Qubo airs cartoon programming for kids while ION Life focuses on health and fitness. NBC offers its local stations a sports channel and just launched a New York City news channel. MGM aims to partner with local stations to offer a movie channel, and entertainment service LATV offers bilingual programming for young Latinos.
Here’s the problem: The cable, satellite, and phone companies are loath to distribute programming that is largely untested and may compete with their own channels. What’s more, the recent switch to digital TV coincides with a punishing recession. Local TV advertising fell 28% in the first quarter from the same period in 2008.
It is not a question of “if” the stations will use the expanded bandwidth, but a question of “when.” There has been speculation that the added sub-channels will be used to send TV programming straight to computers and cell phones, further integrating TV, Online, and Mobile platforms.
Either way, it looks as if it may be a while before the dollars flow out of DTV at the same rate they were invested.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.
If you’re looking for another reason to cry yourself to sleep tonight over this whole “recession” thing, here’s a whole nine minutes chock-full of reason.
Warning: The following video may lead you to question your allegiance to the media world as we know it. (Or cling to it for dear, dear life.)
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Okay, so if you’re anyone in the advertising or media industry, you might have gotten a chuckle or two out of that rather painfully long parody of a Don McLean classic. (And I think the creator, Terence Kawaja, had intended for such a response.) The video, which was recently shown at Federated Media’s Conversational Marketing Summit in NYC is too long, in my opinion. And yet, despite its length, lack of editing, and downright dismal outlook on the future of media — I find it rather inspiring.
I will tell you that I am the last one you will find riding through town shouting, “The media is dying! The media is dying!” (Hell, there’s plenty of cynics and even a twitter account out there for that.) No, it is much more my style to stand up as a proponent for the future of media, and of advertising for that matter, than flood the — uh, media — with dying media talk.
The reality is that times are a-changing. And whether you perceive it as dying or evolving, traditional media is undoubtedly ADAPTING to the changing world we live in today. Advertisers are finding new and innovative ways to craft clever media plans that not only suit their strategy, but also fit nicely into their client’s pinched budgets.
It’s easy to blame “the digital revolution” for the demise of “traditional media.” But honestly, is it so treacherous to want the best of both worlds?
… Where digital and traditional combine to produce true creative harmony. Where the consumer is always top-of-mind. Where agencies are held more accountable to their clients. And where the Wanamakers of the world actually get the results they desire.
Oh yeah, and where people start talking about the new ways advertising and media professionals are rewriting the rules of the game, instead of listening to the same old song on repeat.
So tell me — how are YOU changing the game?
Deanna Lazzaroni is a self-professed sponge of creative advertising, armed with enthusiastic vigor to tackle the challenges of the mighty marketer’s world. She’s ripe for the picking at deannalazzaroni.com.
The Atlanta Journal-Constitution (AJC) has launched a campaign begging consumers to have a digital-free Sunday. The paper, owned by Cox enterprises, rolled out the over $1 million campaign this week with the tagline “Unplug. It’s Sunday.” The campaign is to promote the Sunday newspaper as a way to escape the ringing of cell phones, e-mail notifications, IM, and all of the other digital devices that “clutter” our work weeks. Instead of reading the news on an RSS Feed, we can lug out the seven pound paper and spend some quality time getting newsprint on our fingers. Nice. The campaign is slated to run for the remainder of the year.
Perhaps the funniest (or dumbest) thing about this story is that Cox Enterprises chose a digital agency to lead consumers back to print. The AJC tapped IQ Interactive, an Atlanta digital agency. Weirdly, we can digitally view this couple reading the traditional newspaper, which is like Xeroxing a mirror (don’t do it, you’ll go back in time). The fully-interactive microsite gives off that ”peeping tom feel,” staring into someones home from a bay window. A couple is sitting on the couch reading the paper, and “Tom” can move from room to room, opening cabinets, running water, and even taking bread from a shopping bag. Voyeurism does have its advantages…
There are other media components to the campaign, including; print, TV, radio, online, point-of-purchase, direct mail, and out of home.
“It’s about how to reposition the newspaper,” said Tony Quin, CEO of IQ Interactive, the independent Atlanta digital shop
that created the campaign. “We came up with the idea as a counterpoint to the digital cacophony that exists in everyone’s
lives. Sunday is the day to relax and do something different than you do the rest of the week.”
The AJC has fared no better than the rest of the newspaper industry; the paper’s circulation dropped twenty percent in the last year for weekdays and Saturdays, and seven percent on Sundays. Earlier this year, the AJC cut 30% of the news staff.
The takeaway: although the marketing team will be gone next year after this debacle, they did show foresight by using forms of media that actually reach the consumer. Just another bullet point for the ol’ resume.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.
Remember that song, “I always feel like, somebody’s watching me, and I get no privacy…?” Well, stop inviting people to watch you, and maybe they will. George Orwell’s 1984 has gotten a little too close for comfort these days, except that big brother is not the government or the media, it’s “We, the People.”
Think before you write, do, or say anything in the public eye(s)…and that includes on your computer. You can be social, just not too sociable: What you say can and will be used against you in the courtroom of life.
In the latest incident of it’s not reality, its Virtual Reality (VR) a Swiss woman, complaining of a migraine, left work “sick” and was sacked when she showed up on Facebook later that day.
She said the company had created a fictitious Facebook persona which become “friends” with her, allowing the company to monitor her online activity. Her suspicions were raised when the “friend” suddenly disappeared after she was fired, the woman told 20 Minuten daily. But the company says it followed a simple logic: that those who are well enough to use Facebook with a migraine are well enough to work with a migraine.
If you think about it logically, it’s better to assume that you are being monitored… Every credit transaction, every search result, every phone call…it’s all tracked somewhere. The Man always triangulates off cell signals and pulls data off the hard drive.
This latest incident has generated online warnings from social bloggers regarding the protection of your account. The trick is to separate your real friends (the ones that would help you move a body) from your friends (those that might show up to help you move) from your acquaintances (those that wouldn’t move out of your way on the train). If you want to protect yourself from unwanted scrutiny, read Facebook Fail on Mashable.
Jeff Louis is a Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.
Today, as I was feverishly submitting resumes and simultaneously reading about the economy (multi-tasking for all you would-be employers), I came across ”Ten Winners in the Recession” on Yahoo!, nestled nicely on the Personal Finance page.
Although there weren’t a whole lot of suprises, a few made me scratch my head. Some of the better listees included: Resume Writers & Editors, Condom Manufacturers (we’re poor, but safe!), At Home Coffee Brews, and…(drum roll, please) Career Development Websites!
That just goes to show you that there is opportunity out there if you know where to look for it.
Surprisingly omitted from the Top Ten list was the single shining light emanating from the advertising sector: Online Ad expenditures. According to the IAB, 2008 saw Internet advertising revenues increase by 10.6 percent overall compared to 2007. Search advertising showed the highest percentage gain, increasing by 19.8 percent over 2007 and accounted for 45 percent of all Internet ad spending. Online display advertising increased by 8 percent while classified ad revenues fell 4 percent. The IAB study, completed with the aid of PricewaterhouseCoopers, can be downloaded here.
Searching the web this morning for fun advertising news (using Google), I groggily checked out the advertisers that were vying for the top paid slots as was my usual habit. What I saw nearly made me spit out my coffee, and will be burned into the back of my brain forever: The number one paid slot on my Google search for “advertising” was none other than Yahoo! Sponsored Search?! Disbelieving my own eyes, I refreshed the page. Same result. Now fully awake, I ran the search again. No change. This was no fluke…this was real…Yahoo was paying for search on Google! I thought about all of the people that I should call to alert, but couldn’t think of a single one. So, I sat back and thought about it for a second.
Well, I reasoned, maybe Google pays for search on Yahoo!, as well. So, I decided to check it out, although I secretly scoffed at the thought of Google paying for search. But, I logged in to my Yahoo account anyway and searched for “advertising.” No Google in the results. Slyly, I typed in “Google” and hit search. No paid results for Google, although they occupied the top bazillion pages of Yahoo’s organic results.
And that’s when I noticed the innocent-looking words, right beneath the search bar, near the top of the results:
“You could go to Google. Or you could stay here and get straight to your answers.”
A plaintive plea from Yahoo!, begging me to stay. So, I went to Google. Obviously, if Yahoo! is begging me to stay, I have no use for them.
As far as the known means of promotions and providing advertising mediums is concerned, digital media advertising is the new resort that most people turn to today. It has been hailed as the ideal means of getting ads across to a new market, especially the ones who hate to wait.
Normally, most digital media advertising campaigns can be found in the airports for captive audiences. This concept originates from the fact that whenever a person finds himself waiting for his flight or turn, he is seeking something to entertain him for the moment. Digital advertising aims to do just that.
You may be thinking that digital spending may be costly which is true. But if you are inclined to make each second count, rest assured digital media advertising is a worthy investment for vast exposure for your product or service today.
You can read more of it here at Digital Signage Today.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
