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THE BRIEF: Born to be wired
Wednesday November 03rd 2010By TO411Daily Columnist Linda Chandler
As digital advertising has the unique capacity to launch a brand straight into your iPhone and then into the zeitgeist, traditional agencies have re-branded themselves at the speed of click. Goodby, Silverstein & Partners was a traditional advertising agency until 2006 when they became “highly useable” and won “The Digital Agency of the Year”. * Taking nothing away from the consistent brilliance of Goodby, or, their nimbleness, I have a nagging feeling that all traditional advertising agencies have a kid’s table. And I’m guessing it’s Generation text.
Are twenty-somethings to the manner born?
Where better to go than GRIP LIMITED, where Leilah Ambrose, second-generation writer, and editor of The Big Orange Slide, explains why young people are so good at it.
Ambrose says: It’s funny. As a child of the digital age, I know that I have an innate expectation of instant response. Which pretty much sums up one of the challenges of the digital space: the lack of “dark periods.” Marketers used to plan around ebbs and flows in the calendar year. Creatives now have to reckon with daily – even hourly – tides of opinion, engagement, numbers and innovations. At any given time, you’re addressing or connecting against new conversations, new dev platforms, and new ways to target, new social media and new mobile opportunities. Campaigns can come and go, but in the digital world you’re always “on”.
I just remembered I left my hair iron on.
Ambrose continues: Story and utility are the currency of the digital space, manifesting in everything from mobile apps to games to branded entertainment. Because these things offer a depth of experience that feels more like a play date than a marketer’s message, consumers are doing something improbable — actively inviting advertising into their day.
“Since this is all an opt-in system, the amount of time consumers spend with a brand is a measure of success. In some ways you could say that a creative’s job is as much about getting consumers to vote with their watches as their wallets.”
David Ogilvy’s great-great-great granddaughter couldn’t have said it better.
Next, I called Christina Yu, the young EVP/Creative Director at Red Urban and unexpectedly, she picked up the company telephone. I asked her about this “digital is for the young” notion but instead she gave me the bottom line, common denominator for any great campaigns. Digital or otherwise.
YU: “It’s all about the idea. If it’s a great idea, then it’s what fits the medium best. We’re creating content and storytelling for an audience with a short attention span and we know as an agency that we have to come up with big ideas for every client. Having one campaign go viral isn’t enough. You have to hit it out of the ballpark consistently.”
Easy for Yu to say inasmuch as her latest digital campaign, created with David Bonder for Fortnight Lingerie, has had over one million hits. And if SUPERSEXYCPR.COM hasn’t shown up on your Facebook wall yet, go to the Fortnight Lingerie website (not NOW!) and watch “the big idea”:
Fortnight Lingerie sells sexy lingerie and save lives at the same time. How stunning is that!
The vimeo’s have such stickiness the UK Armed Forces are using SUPERSEXYCPR and its companion piece, ABDOMINAL THRUSTS, as instructional pieces.
The following was created by guys being guys who have to show their IDs to get a beer.
Coors Light “Mystery Mansion” interactive campaign
A bunch of guys are at a bar when one of them starts divulging some secret information which is aborted by a wrecking ball that bashes him into a wall. That’s when you notice three hidden Easter eggs planted within the scene which nudge you to pause your PVR and read, “Uncover a mystery”, wherein a URL (Cimm.ca) and a code then lead you to the site where you are offered the chance to win an exclusive Mystery Mansion watch, after which you click back to Facebook to check out the Coors “Maid to Order” app. that prompts you to create a personalized video, for the chance to win a trip for two to the Secret Locale, whilst viewing the video triggers a phone call from a spicy “Mansion Maid”.*
What sort of brain is wired to think this stuff up? NETLINGO - THE BLOG found the answer in some stunning research about “The Always, Always, Always-on Generation” funded by The Kaiser Family Foundation. It found that “…the average young person from 8 to 18 now spends (nearly) every waking moment outside of school on the Internet, watching TV, listening to music on MP3 players, texting, or using some other electronic device. That comes to kids spending an average of seven and half hours daily consuming media in some form, AND, when you include multitasking, kids actually consume close to 11 hours worth of content in that time.”
At least we know that when the time comes, there’ll be no staffing problems.
My sincere thanks to the following sources:
For command in-coming text– I submit:
The List of Chat Acronyms & Text Message Shorthand
AdAge Digital Agency of the Year (2006)
Coors Light “Mystery Mansion” Strategy, October, 2010
Next Wednesday I’ll be speaking with Arthur Fleishmann, President/CEO of John St. about the proven relevance of traditional media and his strategy for growth.
——
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
Front Page, Industry News
THE BRIEF: Born to be wired
Wednesday November 03rd 2010By TO411Daily Columnist Linda Chandler
As digital advertising has the unique capacity to launch a brand straight into your iPhone and then into the zeitgeist, traditional agencies have re-branded themselves at the speed of click. Goodby, Silverstein & Partners was a traditional advertising agency until 2006 when they became “highly useable” and won “The Digital Agency of the Year”. * Taking nothing away from the consistent brilliance of Goodby, or, their nimbleness, I have a nagging feeling that all traditional advertising agencies have a kid’s table. And I’m guessing it’s Generation text.
Are twenty-somethings to the manner born?
Where better to go than GRIP LIMITED, where Leilah Ambrose, second-generation writer, and editor of The Big Orange Slide, explains why young people are so good at it.
Ambrose says: It’s funny. As a child of the digital age, I know that I have an innate expectation of instant response. Which pretty much sums up one of the challenges of the digital space: the lack of “dark periods.” Marketers used to plan around ebbs and flows in the calendar year. Creatives now have to reckon with daily – even hourly – tides of opinion, engagement, numbers and innovations. At any given time, you’re addressing or connecting against new conversations, new dev platforms, and new ways to target, new social media and new mobile opportunities. Campaigns can come and go, but in the digital world you’re always “on”.
I just remembered I left my hair iron on.
Ambrose continues: Story and utility are the currency of the digital space, manifesting in everything from mobile apps to games to branded entertainment. Because these things offer a depth of experience that feels more like a play date than a marketer’s message, consumers are doing something improbable — actively inviting advertising into their day.
“Since this is all an opt-in system, the amount of time consumers spend with a brand is a measure of success. In some ways you could say that a creative’s job is as much about getting consumers to vote with their watches as their wallets.”
David Ogilvy’s great-great-great granddaughter couldn’t have said it better.
Next, I called Christina Yu, the young EVP/Creative Director at Red Urban and unexpectedly, she picked up the company telephone. I asked her about this “digital is for the young” notion but instead she gave me the bottom line, common denominator for any great campaigns. Digital or otherwise.
YU: “It’s all about the idea. If it’s a great idea, then it’s what fits the medium best. We’re creating content and storytelling for an audience with a short attention span and we know as an agency that we have to come up with big ideas for every client. Having one campaign go viral isn’t enough. You have to hit it out of the ballpark consistently.”
Easy for Yu to say inasmuch as her latest digital campaign, created with David Bonder for Fortnight Lingerie, has had over one million hits. And if SUPERSEXYCPR.COM hasn’t shown up on your Facebook wall yet, go to the Fortnight Lingerie website (not NOW!) and watch “the big idea”:
Fortnight Lingerie sells sexy lingerie and save lives at the same time. How stunning is that!
The vimeo’s have such stickiness the UK Armed Forces are using SUPERSEXYCPR and its companion piece, ABDOMINAL THRUSTS, as instructional pieces.
The following was created by guys being guys who have to show their IDs to get a beer.
Coors Light “Mystery Mansion” interactive campaign
A bunch of guys are at a bar when one of them starts divulging some secret information which is aborted by a wrecking ball that bashes him into a wall. That’s when you notice three hidden Easter eggs planted within the scene which nudge you to pause your PVR and read, “Uncover a mystery”, wherein a URL (Cimm.ca) and a code then lead you to the site where you are offered the chance to win an exclusive Mystery Mansion watch, after which you click back to Facebook to check out the Coors “Maid to Order” app. that prompts you to create a personalized video, for the chance to win a trip for two to the Secret Locale, whilst viewing the video triggers a phone call from a spicy “Mansion Maid”.*
What sort of brain is wired to think this stuff up? NETLINGO - THE BLOG found the answer in some stunning research about “The Always, Always, Always-on Generation” funded by The Kaiser Family Foundation. It found that “…the average young person from 8 to 18 now spends (nearly) every waking moment outside of school on the Internet, watching TV, listening to music on MP3 players, texting, or using some other electronic device. That comes to kids spending an average of seven and half hours daily consuming media in some form, AND, when you include multitasking, kids actually consume close to 11 hours worth of content in that time.”
At least we know that when the time comes, there’ll be no staffing problems.
My sincere thanks to the following sources:
For command in-coming text– I submit:
The List of Chat Acronyms & Text Message Shorthand
AdAge Digital Agency of the Year (2006)
Coors Light “Mystery Mansion” Strategy, October, 2010
Next Wednesday I’ll be speaking with Arthur Fleishmann, President/CEO of John St. about the proven relevance of traditional media and his strategy for growth.
——
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
Leave a Reply
Front Page, Industry News
THE BRIEF: Born to be wired
Wednesday November 03rd 2010By TO411Daily Columnist Linda Chandler
As digital advertising has the unique capacity to launch a brand straight into your iPhone and then into the zeitgeist, traditional agencies have re-branded themselves at the speed of click. Goodby, Silverstein & Partners was a traditional advertising agency until 2006 when they became “highly useable” and won “The Digital Agency of the Year”. * Taking nothing away from the consistent brilliance of Goodby, or, their nimbleness, I have a nagging feeling that all traditional advertising agencies have a kid’s table. And I’m guessing it’s Generation text.
Are twenty-somethings to the manner born?
Where better to go than GRIP LIMITED, where Leilah Ambrose, second-generation writer, and editor of The Big Orange Slide, explains why young people are so good at it.
Ambrose says: It’s funny. As a child of the digital age, I know that I have an innate expectation of instant response. Which pretty much sums up one of the challenges of the digital space: the lack of “dark periods.” Marketers used to plan around ebbs and flows in the calendar year. Creatives now have to reckon with daily – even hourly – tides of opinion, engagement, numbers and innovations. At any given time, you’re addressing or connecting against new conversations, new dev platforms, and new ways to target, new social media and new mobile opportunities. Campaigns can come and go, but in the digital world you’re always “on”.
I just remembered I left my hair iron on.
Ambrose continues: Story and utility are the currency of the digital space, manifesting in everything from mobile apps to games to branded entertainment. Because these things offer a depth of experience that feels more like a play date than a marketer’s message, consumers are doing something improbable — actively inviting advertising into their day.
“Since this is all an opt-in system, the amount of time consumers spend with a brand is a measure of success. In some ways you could say that a creative’s job is as much about getting consumers to vote with their watches as their wallets.”
David Ogilvy’s great-great-great granddaughter couldn’t have said it better.
Next, I called Christina Yu, the young EVP/Creative Director at Red Urban and unexpectedly, she picked up the company telephone. I asked her about this “digital is for the young” notion but instead she gave me the bottom line, common denominator for any great campaigns. Digital or otherwise.
YU: “It’s all about the idea. If it’s a great idea, then it’s what fits the medium best. We’re creating content and storytelling for an audience with a short attention span and we know as an agency that we have to come up with big ideas for every client. Having one campaign go viral isn’t enough. You have to hit it out of the ballpark consistently.”
Easy for Yu to say inasmuch as her latest digital campaign, created with David Bonder for Fortnight Lingerie, has had over one million hits. And if SUPERSEXYCPR.COM hasn’t shown up on your Facebook wall yet, go to the Fortnight Lingerie website (not NOW!) and watch “the big idea”:
Fortnight Lingerie sells sexy lingerie and save lives at the same time. How stunning is that!
The vimeo’s have such stickiness the UK Armed Forces are using SUPERSEXYCPR and its companion piece, ABDOMINAL THRUSTS, as instructional pieces.
The following was created by guys being guys who have to show their IDs to get a beer.
Coors Light “Mystery Mansion” interactive campaign
A bunch of guys are at a bar when one of them starts divulging some secret information which is aborted by a wrecking ball that bashes him into a wall. That’s when you notice three hidden Easter eggs planted within the scene which nudge you to pause your PVR and read, “Uncover a mystery”, wherein a URL (Cimm.ca) and a code then lead you to the site where you are offered the chance to win an exclusive Mystery Mansion watch, after which you click back to Facebook to check out the Coors “Maid to Order” app. that prompts you to create a personalized video, for the chance to win a trip for two to the Secret Locale, whilst viewing the video triggers a phone call from a spicy “Mansion Maid”.*
What sort of brain is wired to think this stuff up? NETLINGO - THE BLOG found the answer in some stunning research about “The Always, Always, Always-on Generation” funded by The Kaiser Family Foundation. It found that “…the average young person from 8 to 18 now spends (nearly) every waking moment outside of school on the Internet, watching TV, listening to music on MP3 players, texting, or using some other electronic device. That comes to kids spending an average of seven and half hours daily consuming media in some form, AND, when you include multitasking, kids actually consume close to 11 hours worth of content in that time.”
At least we know that when the time comes, there’ll be no staffing problems.
My sincere thanks to the following sources:
For command in-coming text– I submit:
The List of Chat Acronyms & Text Message Shorthand
AdAge Digital Agency of the Year (2006)
Coors Light “Mystery Mansion” Strategy, October, 2010
Next Wednesday I’ll be speaking with Arthur Fleishmann, President/CEO of John St. about the proven relevance of traditional media and his strategy for growth.
——
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
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