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Six Foundations of Great Digital Creative

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6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose
Transcript
Page 2: Six Foundations of Great Digital Creative

DISPLAY ADS?!SOOOO 2004#needsmoresocialmedia

Page 4: Six Foundations of Great Digital Creative

SORRY STEVE, IT’S MUCH MORE THAN JUSTINTERACTION + EMOTION (VIDEO)

Page 5: Six Foundations of Great Digital Creative

THERE ARE 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE

Page 6: Six Foundations of Great Digital Creative

WHICH NO OTHER MEDIUMCAN OFFER SIMULTANEOUSLY

Page 7: Six Foundations of Great Digital Creative

INTERACTIVE1

IS THE IDEA?

Page 8: Six Foundations of Great Digital Creative

REWARD THE USER FOR CLICKING

Page 9: Six Foundations of Great Digital Creative

“INTERACTIVITY INCREASES

BRAND RECALL 63% MORE THAN NON

INTERACTIVE ADS”

*Barnum Sulley Research 2010

Page 10: Six Foundations of Great Digital Creative

“TELL ME AND I'LL FORGET; SHOW ME AND I MAY

REMEMBER; INVOLVE ME AND I'LL

UNDERSTAND.”

ANCIENT CHINESE PROVERB

Page 11: Six Foundations of Great Digital Creative

“TELL ME AND I'LL FORGET 86%;

SHOW ME AND I MAY REMEMBER 19%;

INVOLVE ME AND I'LL UNDERSTAND 63%”

UPDATED CHINESE TWEET

Page 12: Six Foundations of Great Digital Creative

CP+B [US]Agency:

Interactive

Page 13: Six Foundations of Great Digital Creative

Bridge [US]Agency:

Interactive

Page 15: Six Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLE

12

IS THE IDEA?

Page 16: Six Foundations of Great Digital Creative

Weapon 7 [UK]Agency:

Customizable

Page 18: Six Foundations of Great Digital Creative

Tribal DDB [UK]Agency:

Customizable

Page 19: Six Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUAL

123

IS THE IDEA?

Page 20: Six Foundations of Great Digital Creative

Mediafront [NO]Agency:

Contextual

Page 22: Six Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAINING

1234

IS THE IDEA?

Page 23: Six Foundations of Great Digital Creative

Soap [US]Agency:

Entertaining

Page 24: Six Foundations of Great Digital Creative

Boondoggle [NL]Agency:

Entertaining

CONCERT

Page 25: Six Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLE

12345

IS THE IDEA?

Page 26: Six Foundations of Great Digital Creative

YOU CAN’T PLAY WITH

A TV AD FOR 5 MINUTES

Page 27: Six Foundations of Great Digital Creative

CP+B [US]Agency:

Playable

Page 28: Six Foundations of Great Digital Creative

DM9 DDB [BR]Agency:

Playable

Page 29: Six Foundations of Great Digital Creative

Further Reading

Page 30: Six Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLEUSEFUL*

123456

IS THE IDEA?

Page 31: Six Foundations of Great Digital Creative

Useful!

Page 32: Six Foundations of Great Digital Creative

Useful?

Page 33: Six Foundations of Great Digital Creative

Holst Digital [UK]Agency:

Useful

Page 34: Six Foundations of Great Digital Creative

Agency.com [US]Agency:

Useful

Page 35: Six Foundations of Great Digital Creative

USEFUL ADS?

OR

USEFUL | ADS

Page 36: Six Foundations of Great Digital Creative

#1 REASON DIGITAL IS BETTER

THAN ADVERTISING?

Iain Tait, Poke UK

Page 37: Six Foundations of Great Digital Creative

WE DON’T HAVE TO DO ADVERTISING

Iain Tait, Poke UK

Page 38: Six Foundations of Great Digital Creative

BRIEF FOR SOLUTIONS,NOT ADS

Page 39: Six Foundations of Great Digital Creative

JUST FOR STEVE JOBSEMOTIONAL

Page 40: Six Foundations of Great Digital Creative

BBH [UK]Agency:

Emotional

Page 41: Six Foundations of Great Digital Creative

YOU FORGOT WHAT THE INTERNET WAS

BUILT ON!

Page 42: Six Foundations of Great Digital Creative

Grand Union [UK]Agency:

Sex!

Page 43: Six Foundations of Great Digital Creative

FINALFINAL THOUGHT THOUGHT

Page 44: Six Foundations of Great Digital Creative

WHY ARE AGENCIES WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)(ADVERTISING, DESIGN, MEDIA)

HAVING TROUBLE HAVING TROUBLE DOING DIGITAL WELL?DOING DIGITAL WELL?

Page 45: Six Foundations of Great Digital Creative

THINK DIFFERENTFOR DIGITAL

Page 46: Six Foundations of Great Digital Creative

UNDERSTAND PEOPLE,THEN TECHNOLOGY

Mark Pollard, McCann Sydney

Page 47: Six Foundations of Great Digital Creative

Thank you

bannerblog.com.auslideshare.net/soapcreative

soapcreative.com

@100ftzombie@bannerblog


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