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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
UP F RONT NE T#WORK Orange ‘Balloonacy’ - the world’s first internet balloon race, created by Orange Uniqlok - about creating global awareness for a brand relatively unknown outside Japan, which is expanding internationally. To achieve that objective, a traditional campaign would’ve been out of the question. Can digital unpaidmedia pay dividends? Is creative advertising without paid media a real possibility, or are we still talking about BMW Films after all these years? Charles Clapshaw, head of digital at The Furnace chats to Bob Mackintosh, digital creative director of Host, about recent campaigns and the opportunities now available online. <CC>: If y ou look a t rec ent c am- paigns t hat haven’t u sed paid media, how can we describe it? Can we progress past web 2.0 and call it some thi ng n ew? Or is i t s imply socia l n etworking/user g enera ted content? <BM>: Essentially it’s about c lever use of social media, and cr eating content that has some sort of value – whether it is functional, entertain- ing, or just something new. Some of the best examples achieve all three of these things. It’s al so important to have a solid unders tand of the audi enc e and ho w t he y b ehav e online. If you get it right , i t’s this audience that distributes the con - tent f or you – th ey beco me the media channel – and it can be very powerful and extremely effective as we’ve seen with ca mpa igns like Uniqlo ck, which won the Grand Prix in cyber at Cannes this year, or Orange Balloonacy, the world’s first internet bal loon rac e, cre ated by Orange. Back in the mi d-nineties when banner ads first appeared, they inherited a traditional media model, i .e., a publisher sold space to brands in the ho pe s ome one would actually see it (then click on 6 CAMP AI GN B RIEF it). Although, in many c ases, th e model is still valid it ’s hard not to think of it being a li ttle o utdated and ir relevan t when you t hin k about just how much th e me dium itself has changed. The most su c- cessful campaigns acknowledge the changes by understanding the many different ways of reaching the audi- ence at the right time. Part of that may well include some banner ads (for awareness, or to k ick sta rt a campaign, for example), but that’s only one of many media o ptions avai lab le. Unfort una tely , th ere seems to be a perception that to do online communication you need to spend loads on tradi tional online media. It’s not cheap, an d if onl y some of that money was going in to production. <CC>: Is the process to get to the idea diffe rent than tr adit ion al media? Is an idea still the core value you seek and then build the execu- tion around that? <BM>: Ultimately, it’s still about having a great idea or a good story to tell, but the process i s di fferent. Instead of trying t o cre ate some- thing that in terrupts th e use r o r requests them to do something out of their habit, i t’s about seamlessly integrating into their world and as a bran d showi ng you ‘g et it’. Of course, if you get it wrong, it can go really wrong. Once something goes live, it’ s there to be publicly cele- brated if it’s g ood, or completely shot down, if i t isn’t . The EA Games video for the Tiger Woods game on YouTube is a good exam- ple of a brand getting it right. It all started wi th a guy pos ting video foo tag e of a bug from the game where Tiger is standing on water. It could have ended there, except EA Sports re-shot that scene for real, referenced the original clip and stat- ed that it’s not a glitch in the game, but Tiger’s s imply that good. The main difference is that once the production finishes and something goes live, that’s when it real ly beg ins. It’s abou t establ ishing a construct for the idea to thrive – it’s the a udience that doe s th e rest. Orange Balloonacy is a great exam- ple of that. <CC>: So after you launch, it is then a case of cat herding, helping the audience find the goodness? <BM>: Yeah, that is really a big part of it. It’s sometimes hard to con- ? SEP T E MBE R/OCT OB E R 2 0 08
Awards Dec 2008