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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
TVCINDUSTRY Galluzzo: “Made for mobile is already obsolete. People talking about it are already a year behind the game. Making great content that entertains – that’s the trick. The fact that the new iPhone has a YouTube button is testament to this.” sent on is to make sure it is really funny or really spectacular. Chris Moore, who joined Film- graphics in February as its new chief executive from US hotshop Crispin Porter & Bogusky, Miami says internationally the lines between online and TVCs has shift- ed faster than he expected, but Australia is still miles behind. “The North American and English agencies seem to be han- dling it very well, whereas here I don’t think any agency is taking the lead except maybe BWM, but there’s not a lot of other agencies pushing that agenda here in Australia,” says Moore. He says embracing digital extends beyond putting TVCs out virally. Instead, the TVC leads a whole lot N O V E M B E R / D E C E M B E R 2 0 0 7 of other things you could do on the internet, for example, Burger King’s Xbox King Games through Crispin Porter which won this year’s Titanium Grand Prix at Cannes. Partnering with Microsoft, the fast food chain developed three XBox games featuring characters and products seen in Burger King’s advertising that were sold in-store for $3.99 with a value meal pur- chase. In five weeks 2.4 million games were sold and the estimated media impressions was the equiva- lent of 12 Superbowls with record traffic through the stores. “To do it here, someone has got to have the balls. It’s different in the States, it is a much bigger mar- ket, there are a lot more people to talk to. Australia is a smaller market Prince (above) thinks the boundaries between online and TVCs need to be broken down and if they haven’t already, then they need to. “Increased bandwidth will be a digital direct marketer’s dream. Virals are a little like traditional media, I think clients want to spend money where the results are more measurable.” and it seems like people are com- fortable with the way things are. There are a couple of big brands, such as the beer brands and Big Pond doing things here and there, but maybe it’s the clients,” he says. Having been away from Australia for the past seven years he professes to being still in a little bit of shock about how stale the industry here is in terms of production and not going further than a standard idea, show the car, show the product. While 8 Commercials executive producer, Mike Vanderfield thinks there’s a certain inevitably to the industry moving into the digital space with TVCs becoming less rel- evant, but the past 12-18 months has been the best in a long time for your standard TVC. “I don’t really think the clients and the agencies in this country have really cracked how to use virals and branded content and interactive and the whole digital regime when it comes to their own brand building and sales,” he says. “Meanwhile, there’s been some back peddling and reverting to what they know and that has flowed through to us and given us more TVCs to make.” Helene Nicol, producer at The Guild in Melbourne, says virals are influencing TVCs by freeing up what is seen as production value and craft: “The ‘just grab a camera and shoot it’ school. Which for the right product/advertiser can be great. The biggest problem we have now is for clients and agencies C A M P A I G N B R I E F ( 37
AWARD Awards 2007
September October 2007