Hasta La Creative!

In a similar vein of discussion, how do we make security cameras cool? Oncam is a manufacturer of sophisticated 360-degree camera technology, as featured in private homes, businesses, banks and casinos. Their latest campaign invites you to become a detective, reviewing security footage to catch a gang of Faustian criminals called ‘The Magicians’. Most people go out of their way to avoid ads online. As an ad critic, I go out of my way to click on them, but only the ones which are genuinely interesting and feel fresh. The clever aspect of this campaign is it let’s you take part in a forensic analysis, looking through different scenes via a 360-degree camera, but you’re doing so for the story. Because which one of us hasn’t wanted to step into a Hard Boiled detective novel and become the hero? Sure the story is a little rough around the edges, but this is a branded microsite, not Raymond Chandler. It’s digital storytelling, well done.

We reached out to Oncam who told us they were really pleased with the results so far from the campaign and were happy to share some of their social media metrics with us (as of July 2015). As an ex-social media manager, these are great stats.

Stats:
Total number of interactions with the campaign, to date: 1.6M
% increase of Twitter followers since launch: 450%
Tweet engagements: 2.01K
Number of likes: 776
Completion rate: 62%
Users returning to site: 13.1%

Therese Hume, Digital & Social Media Marketing Manager at Oncam told Adland:

We are only a small company and we have been delighted with the level of interaction and awareness the campaign has generated. We have received a number of business opportunities as a direct result of this campaign, although due to the sensitive nature of our business I am unable to give you any names.

And you know what – I bet they have. Brave marketing can change perceptions. This is my favourite digital campaign of the year so far. Professionalism can be interesting. A CCTV camera can be interesting. And brave advertising needs to be self assured, and unlock that interest.

Good luck detective: http://www.heistoncam.com/

DAN Paris, the digital Agency of TBWAFrance Group, may have the answer. They’ve made JustTheBell, a tiny designed wooden cube controlled by your smartphone. By downloading an app on your phone, you can set your alarm and send them to JustTheBell. Then all you need to do is keep JustTheBell on your nightstand, and leave your phone in the living room.

After designing and prototyping the product, DAN Paris presented the first units of JustTheBell in the prestigious innovation event “Future en Seine”, in Paris. Now, with the production plan ready to be deployed, the agency is jumping to the French crowdfunding site KissKissBankBank to bring 1,000 of these to market and ship to backers by Spring 2016.

If you can’t wait nine months, here’s a solution: try getting an alarm clock and leaving your phone turned off.

While I really like the execution, how the images zoom out only to become flyers, wanted ads and “missing” pictures on the side of a milk carton, I wished that WD’s main USP against everybody elses cloud was stressed just a little more. While we see all the models available at the end and I really would hope people understand that this means the WD cloud is a piece of hardware that you control, instead of how Googles cloud or Apples cloud out in the ether works. It’s a secure personal alternative, a smart hardware in your house. Goodness, I sound like a client: “can we make that it’s hardware pop more?”

Dave Hodge, explains, “The spots were briefed from the beginning to be very rhythmic, when m:united sourced Shane and Kevin, we knew the filming would also incorporate the rhythmic movements of their hands. Being brought in at this early stage meant that we were able to get the process of the filming, edit and music to harmonise throughout the production process.”

“Over two studio days with Shane and Kevin, two tempos were chosen for the spot which were organic with the pen tapping they were doing. It was important that these were ascertained beforehand so that we could ensure the visuals of the hand movements were in complete sync with the final music and sound.”
“The editor Frank Snider was great in this respect, we developed a strict edit grid which he handled expertly to ensure the visuals matched what we wanted to achieve with the sound, which is not an easy task.”

“This campaign is truly an example of how music in advertising can be more than just an afterthought. Being involved in the creative process from the outset comes with boundless advantages in developing the final sound. We’re really proud that everyone on the project had confidence in the idea from the beginning and were happy with the overall result.”

“It was also great to get to work so closely with Director Olivier Gondry and Agency Music Producer Eric Johnson. Eric was fantastic to work with and in no way overbearing. It was great to have each other to bounce ideas off of and I think this easy flow of ideas and creative output comes across in the final films.”