As Charlie Brooker’s C4 mini-series ‘Black Mirror’ recently dramatised - we are a nation increasingly addicted to mobile devices. Just look up on any bus or train journey to see how many people are eyes down for mobile content.
Tv the second screen
Recent research from the annual Childwise survey suggests this is only going to increase as digital natives grow up. Its survey of 2,770 5-16 year olds shows that not only are there now fewer TV sets in children’s bedrooms, but also amongst gadget use, the biggest growth area is mobile internet. This increasingly reflects an ‘on-demand’ culture that wants immediate access to information as a running commentary to what they are doing / watching / interested in buying.
This suggests that traditional 2 screen strategy – which typically sees the TV as primary and mobile devices as secondary – may become outdated. Mobile devices are becoming increasingly primary, with TV as initial stimuli, or as a backdrop for mobile-led interactive experiences.
1. Linking broadcast media to opportunity to purchase in a couple of clicks 2. Consolidating and adding value to social feeds around sponsored video content 3. Using broadcast to deliver inspiring promotional marketing – e.g. take Olympics tickets from the TV 4. Delivering updated content in real time, as a reaction to live events 5. Gamifying broadcast content - with home viewers competing/voting in real time
For anyone that missed it first time around - here at the Cream office we highly recommend Twenty Twelve. This BBC comedy tracks the chaotic story of the London 2012 Olympic Games.
Worth watching just to see 'head of brand' Siobhan Sharpe (from fictional PR agency Perfect Curve) poke fun at PRs and brand consultants everywhere. We all know someone a little bit like her I'm sure...
As retirement plans go, living in hope that one day you will be swept off your feet by George Clooney is -probably not one of the most reliable, at least that is the view taken by DnB NOR bank. With typical Nordic pragmatism, DnB offers an alternative to the 'one day I'll just wake up rich' strategy.
This is proof that even financial services advertising can maintain a sense of humour.
Discovery Channel is integrated into Gears of War game to promote Monday night schedules. See our full case study here.
The Discovery Channel combined science with slapstick cartoon-like violence to make the content fun for young boys to learn. See our full case study here.
In the US, the Discovery channel broadcasted HDTV to the idle bus travellers of Manhattan in Bluetooth fitted bus shelters. See our full case study here.
Many brands dream of spreading that perfect piece of viral content. A viral video that achieves a high number of views through the organic word of mouth, rockets the number of followers and ‘likes’ the brand has and thus increases brand awareness. But while the ‘virus’ approach receives impressive results, it doesn’t leverage the same powerful communication capabilities of social video. Many in the industry are even calling for the death of viral. Luke Aviet the UK MD of AOL Advertising and goviral recently wrote a piece in Campaign magazine discussing the new species of online video following the death of viral.
Last week IAB and GfK research revealed that online advertising delivers far greater brand awareness than TV, and at a fraction of the cost. Imagine the possibilities when combining the two channels into one; the internet-connected TV. The IAB research showed that when combined, both TV and online media generated a 17.1% uplift in brand awareness. It would be fair to point out that the survey was focused on FMCG brands only, but its significance is no way diminished.
Product-led communications and feature ‘demonstrations’ may not always be as sexy or have the fireworks of a Cadbury gorilla-esque piece of entertainment, but the simple equation of showing product features and the consequent benefits remains a powerful and effective selling tool (that owes something to the advertising of the 50s).
However, there’s a fine line between an entertaining and edifying product demonstration, and a dull infomercial. Here we look at examples of brands that have excelled in the art of making product-led communications relevant and engaging by keeping consumers informed, but also entertained. Since, to quote another doyen of the advertising industry, Bill Bernbach, "You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."
In each of more than 190 videos, Tom Dickson, founder of Blendtec, demonstrates how his range of blenders is able to blend anything. Over the years he has blended a wide variety of things: from marbles, golf balls, keyboards, iPhones and iPads, to most recently blending a whole set of "Justin Bieber's stuff", which included his latest DVD, his CD, a Justin Bieber action figure, and other related merchandise.
Whatever Tom Dickson puts into his blender is always topical and relevant to the consumer; which is precisely why people keep coming back to and sharing these videos, which have now reached 164,094,410 views on YouTube.
Dyson
Dyson is renowned for an exclusive focus on product features and benefits, and has built a successful brand around this.
The aesthetics of the Dyson products, and the genuinely unique and apparently advantageous design features make what would otherwise be rather plain, purely informative adverts interesting and engaging. While in some cases the language and explanations can be technical and complicated, the use of Sir James Himself, for example in the 'Ball' advert, gives it watchability, credibility and persuasiveness.
In 2010, Dyson created a video that demonstrated how their Air Multiplier Fans work. A couple of Dyson engineers experimented with these "bladeless fans" to make a balloon travel across their lab. The video made consumers aware of the mechanics of the product, but the spectacle and playfulness of the film, and the demonstration of a genuinely intriguing product feature made it such that it captivated the audience.
Earlier this year, Volkswagen Norway released an innovative iPhone app called "The VW Test Drive". The app used augmented reality to allow consumers to test VW´s latest car features in a print ad.
Depending on which of the three modes – Assist, Adaptive Lights, and Cruise Control – the user selected from the app, the phone would vibrate and react differently to mimic what the car would do if it were being driven in real life.
This is an engaging, innovative and fun campaign that not only informs consumers about VW’s latest features, but also allows them to experience them in an interesting and unexpected way.
Apple iPhone and iPad
The Apple iPhone is another brand that has succeeded in creating desire through product-led communications (albeit the desirability of the Apple brand itself is a contributing factor).
When the iPhone first launched, the focus in communications was on showcasing the capabilities of the device, and demonstrating the ‘gadgety’ features to people in order to drive interest, credibility and desirability. The ads created were memorable, simple and engaging.
However the iPhone was swiftly followed by a number of self-proclaimed ‘iPhone killers’ – and the Android and Smartphone market took off. Rather than enter into an app-off with other devices, Apple started to imbue a more emotional edge into their communications – demonstrating not only the desirable product features, but the emotional benefits behind them.
Since the launch of their ‘Your M&S’ positioning, Marks & Spencer has become synonymous with appetite-tickling food advertising; and their latest campaign is no exception, as the ads take us through the mouth-watering journey of how M&S prepares their ‘ready-meals’.
What makes the M&S ads stand out from the competition is the treatment the product receives, now widely referred to as ‘food porn’. The food is lit, shot, filmed and put on display to attract attention and deliver a simple ‘quality’ and 'appetising' message; the food is the ‘star’ of the ad in its own right.
Call of Duty is one of the biggest franchises in the gaming world, and in line with the majority of gaming promotions and adverts, in the past they have created simple trailers that purely showcase the gameplay, showing quality graphics, exciting plot lines and new or evolved playing features.
However, last month they released a different kind of promo trailer for a new online service – a new platform for playing the Call of Duty games – Call of Duty Elite. This trailer is notably different for its creative, engaging and humorous approach to showcasing the features and gameplay, the advertising of which is normally quite flat and didactic.
In the 6 minute long demo, they have created ‘The Legend of Karl’, showing the features from the point of view of a player, but demonstrating how the different features make for a much richer experience, getting across a humorous tone of voice and story that helps to hold the attention for the full length of the trailer.
This week I attended the Google Zeitgeist 2011 conference discussing the 'massive potential' of open data. Like many others at the meeting I was intrigued about George Osborne’s address; what the government’s plans are to unlock valuable government data and how this will affect not only the public but UK brands as well.
George Osborne addressed Google Zeitgeist 2011
Although, as Osborne rightfully pointed out, there are still 9million adults in Britain who haven’t been online and a need to address a more connected UK, we are however still seeing billions of people accessing more information and engaging with businesses, brands and governments online. In the next 12 months the British government is hoping to unlock more valuable data currently stored on government servers with the aim to provide more intelligence and benefits for the general public. But how do brands utilise this information to increase revenue and provide better customer service?
Brands and marketers often talk about the power of data gathered through customer loyalty cards, email marketing and surveys. But this is often limited to the customers the brands already engage with and those customers willing to engage back. Social media has over the past few years allowed brands to communicate in a new and more personal way and as such brands are able to gauge customer behaviour and feedback to a more precise degree. What the open data proposal from the government offers however, is a chance for both the private and public sectors to work together to boost sales and services.
Budget cuts, the deficit and the ‘modernisation of the NHS’ that David Cameron is still adamant will progress despite an earlier block by doctors and health professionals, has impacted the public services we have and need access to. Brands who understand the power of customer data and engagement will see the government’s open data initiative as a positive step toward an intelligent and personalised customer service.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.
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