Filed under: Digital Strategy
I was at the Effectiveness Awards last week with the brilliant Todd. I think it was the second time he got up on stage one of the agency types who were sitting next to me said, ‘who did the TVC on that account?’
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Chatting about it afterwards, Todd said: “30 seconds doesn’t give you a lot of room for seduction” and it’s been making me think ever since, and not just ’cause he really knows what he’s talking about. Todd is also behind one of Australia’s best known TVC campaigns. The ad plays only on one day of the year. Once. It’s over 3 minutes long. And its remembered by 51% of the target group. This is despite it only reaching 33% of them. So there’s a bit of other stuff going on then…..maybe…
How much of our thinking is proscribed by the ad units of channels- not just TV but all channels? We can buy Reach and Frequency and we can build Context and Creativity, but how effective can we really be if all ad messages are interruptions?
– What if all consumers only ever subjected themselves to content entirely of their own choosing?
I’m not all that sure that this reality is five years away.
It is possible to create advertising that people look for, that they look forward to, that they talk about, and helps them to buy stuff…. and you don’t have have to rent space on somebody else’s platform to achieve it.
What if…..instead of buying engagement vehicles to deliver an audience to your brand message…you threw away convention and created your some of your own engagement instead.
Keep in your mind that advertiser don’t integrate messages- consumers do.
I’m a huge fan of musical structure as an analogy to allow understanding of layered brand communication. I get told again and again that consumers cannot understand more than one message at a time.
Think of musical round– a simple one like “Row, row, row your boat”. It has four parts. Each voice starts at a different time. 5 year old children can manage it.
So why have a brand song with only one note?
Why not allow you consumers to build their own tune and join in with you as they uncover your song in what ever way works best for them.
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