A few weeks ago I did a talk about the ‘Rebirth of Advertising‘ at TEDxLiege. Rebirth was the theme of the TEDx event that day and I wanted to bring a story that proves it is actually a great time to be in advertising today. That is if you don’t think about advertising as the intrusive, obnoxious thing that interrupts interesting experiences. Here’s how I define advertising:
“Advertising should be about enabling stories to be told. Whether those are brand stories, product stories, consumer stories, … Why would I listen to anyone if it they don’t have something interesting to say?”
Also when I started developing the talk I wanted it to have no advertising in it, I wanted it to excite people about a business I am excited about without showing entertaining work. You can see the 18′ talk in the video below.
Thanks to the team at Duval Guillaume for trying to push the boundaries of advertising every single day and special thanks to Mike Arauz (Undercurrent) whose thinking influenced me quite a bit lately. Thanks Mike!
Alright. There’s not much I will say about this, you just have to watch the video. In short, the organisation Terre Des Hommes that fights child exploitation, created a robot that looks like a 10 year old child. This robot, called Sweetie, is operated from Amsterdam and once online engages in chats with pedophiles. Apparently when you go online on popular chat services with the profile of a 10 year old Philippine you attract these sex offenders within seconds so that’s what Sweetie’s for. And since they all ask to put on the webcam, Sweetie activates that webcam without any hesitation… and while the conversation lasts, the specialists in Amsterdam get photo & video evidence of the offenders and they try to find all information that helps identify these men. And it works: 1.000 pedophiles identified in merely 2 months. I don’t say this often but this is just amazing! Watch. And don’t forget to sign the petition.
I’ve been a close witness to some of the impact short-form video has had on campaigns I was involved in. Small campaigns like the launch of IKKI.be (which most of you will be unfamiliar with) where the video was responsible for creating so much buzz within the target audience that we had reached the platform sign-up target within days instead of months. Or campaigns where the video travelled the world such as we experienced with “Bikers” for Carlsberg or “Push to add drama” for TNT.
All of these (and other) cases made me get a firm believe in short-form video used within online communication strategies. Fast Company believes the same – read “Why Short-Form Video is the Future of Marketing” – where they highlight some key reasons why that is the case:
More and more users are consuming their video entertainment online
Marketers are using video to engage with social media audiences
Barriers to entry are low
Quality is expanding quickly
There are plenty of avenues for dissemination
All true, but apart from the 3rd point, all of these are mostly observations of what is happening and not really reasons of why it is happening. So I agree, but I think they are missing the point a bit.
Video is a very rich audiovisual experience but it allows brands as well to keep control of the story in a time there’s no more control. You can craft a message in such a way (editing, music, …) that you get the maximum effect and when people share it they share it generally for the full 100%. So basically if you’re doing a good job, people will share your video content adding comments etc so taking over control – but not over the message, because when it is consumed again, it will be again exactly how you as a producer crafted it in the first place. That is what makes it very powerful for online communication, the combination of this fact with the knowledge that more and more people consume online video entertainment.
This doesn’t mean video should always be the center piece of your communication online, but try to get video in that communication in some form as much as you can. It’s pretty powerful.
We’ve launched 2 new campaigns for AXA during the last few days. In line with our “i-Ad” campaign using digital to make a print ad come to life, we’ve now come up with an idea to get more out of a TV commercial using a QR code. The code doesn’t serve as a link to a nice extra piece of information, it actually let’s you enjoy the full story. Check it out in the video below.
Only a few days earlier we also launched a campaign for AXA’s new renovation loan, using a billboard on which we’ve created a QR code with 3.800 paint pots. Quite a bit of work as well to make that one happen :) See video below.
Let’s say you never had the time to watch any of the videos that your friends sent you by email or on Facebook, well I’ll spare you some time, you can now watch them all at once… kinda. And like my friend Kevin says, if you did watch them all… think about the all the time you’ve wasted :)
A couple of days ago I read this article about a new book format called ‘Dwarsligger’ (Dutch) which is supposed to make it easier to read in bed or on a plane… Not only is the book’s size adapted but more importantly you have to read from top to bottom instead of left to right.
Interesting thought, I’m almost amazed nobody else thought of this before. Funny enough, only a couple of days later, I noticed the following video in which another Dutchman presents a new invention at the INMA Outlook 2010 Conference: the vertical newspaper. I smell a trend :)
This trailer shows a the website project created by Andreas Lutz as part of a study project and is rather inspirational. The website uses video and sound input to control the navigation, so basically you navigate using gestures and voice.