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Ambient/Guerilla/Interactive

Ambient/Guerilla/Interactive. 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

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Ambient/Guerilla/Interactive

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  1. Ambient/Guerilla/Interactive

  2. What are they: Ambient: Outdoor, often near the point of purchase. Has evolved into a concept that has the message appearing in unexpected places.

  3. Guerilla: The outside edge of ambient. Aggressive, invasive, often done without permission • http://www.youtube.com/watch?v=c4xmFcrJexk

  4. Interactive: Using digital technology to engage the consumer in a two way communication http://www.youtube.com/view_play_list?annotation_id=annotation_691978&feature=iv&p=484F058C3EAF7FA6

  5. Integrating the campaign Moving 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

  6. Pedigree (Chiat/Day)

  7. More Pedigree “I wish I were home”

  8. 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

  9. Old Spice • http://creativity-online.com/news/behind-the-work-old-spice-responses/144947

  10. 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

  11. 2. Consumers – what they perceive about both above • “Earned” extensions through social media, you tube, WOM, texting • Telling the story with implied endorsement

  12. 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

  13. 4. Influencers – how their interactions shape other perceptions • “earned” through publicity, endorsement

  14. Old Spice • http://brandleadership.wordpress.com/tag/wiedenkennedy/ • Owned/earned/paid?

  15. 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

  16. Characteristics of good ambient • Simple • Original • Cheap • Relevant • Practical • Interactive • Legal

  17. Lego - Chile

  18. Consider where are the relationships between your product and the object world.

  19. Interactive – One Show • Definition changes every day • Key = leveraging customization and engagement and speed

  20. EOS Photo chains 2010 • http://www.canneslions.com/lions/50_years_of_grand_prix.cfm

  21. Best Buy • http://www.canneslions.com/lions/50_years_of_grand_prix.cfm

  22. Elements: • One great, insightful idea • Art direction • Copy • Sound/Music • Photography • Cinematography • Animation • Navigation • Illustration/Type • Special Effects

  23. Concepts can be… • Entertainment driven • Information driven • Combination of the two

  24. 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

  25. It’s to find the truth.

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