Date post: | 17-Dec-2015 |
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What are they:
Ambient: Outdoor, often near the point of
purchase. Has evolved into a concept that has the message appearing in unexpected places.
Guerilla: The outside edge of ambient. Aggressive, invasive, often done without permission
http://www.youtube.com/watch?v=c4xmFcrJexk
Interactive: Using digital technology to engage the
consumer in a two way communicationhttp://www.youtube.com/view_play_list?annotation_id=annotation_691978&feature=iv&p=484F058C3EAF7FA6
Integrating the campaignMoving beyond traditional + alternative
to a broader and more holistic concept of Paid-Owned-Earned
The Concept or Big Idea = telling the story in a compelling, emotional and direct way
Integrating is realizing the Big Idea across many areas/media
Pedigree
http://www.youtube.com/watch?v=juz2eESoLfY&feature=relmfu
http://www.youtube.com/watch?v=UtLDEoOQONY
http://www.youtube.com/watch?v=NGkfcR9DrDQ&NR=1
An integrated campaign fully considers all the brand authors
1.Company – what they “own” and what they “paid” for
Buildings, website, trucks, product, people, trademarks, characters
Mass media
2. Consumers – what they perceive about both above
“Earned” extensions through social media, you tube, WOM, texting
Telling the story with implied endorsement
3. Culture – how society integrates it into popular culture
“earned” mentions that shape the larger inference about the product, i.e. what is cool, what is desirable, what is valued and important
4. Influencers – how their interactions shape other perceptions
“earned” through publicity, endorsement
Ambient/Guerilla
Zimbabwe 2009 Cannes
Key = it demonstrates the story rather than tells it
http://www.canneslions.com/lions/50_years_of_grand_prix.cfm
Interactive – One Show Definition changes every day Key = leveraging customization and
engagement and speed
Elements:
One great, insightful idea Art direction Copy Sound/Music Photography Cinematography Animation Navigation Illustration/Type Special Effects
Don’t forget your objective!
http://www.youtube.com/watch?v=fD1WqPGn5Ag – Old Spice
http://www.canneslions.com/lions/50_years_of_grand_prix.cfm - Gatorade