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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
NE T#WORK vince clie nts that you do n’t k now what is going to happen once some- thing goes l ive, but often you need to be in a position to move quickly and know how to respond to what- ever happens. <CC>: One problem I c an see with this ap proach is total bud get – d o you find that if you take out media, then t he a ssumptio n is that it is cheaper? <BM>: Yes! Problem is, the content you produce h as got to wo rk e ven harder which often requires ta king more risk s - fo r exampl e, tr ying somet hing with no gu ar anteed results. That makes it harder to sell thing s i n. But tak e ‘Su bservi ent Chick en’ , whic h was done o n a small bud get (all pro duction) and ‘bought’ b y the client f rom a one paragraph tr eatment: ‘we’re goi ng to dress a guy up in a c hicken sui t and film him doing whatever people want’. It seemed absurd at the time and it c ould ’ve ea sil y be en di s- missed for somet hing much mor e tangible and conventional. <CC>: Objectives have changed – for examp le, build an email data - base – it didn’t exist with Bernbach. <BM>: That’s right. The role of dig- ital can be really broad, much more than jus t d isplay advertising. The Uniqlock campaign was about c re- ating globa l awareness for a brand relatively unk nown outside Japan, which i s expanding internationally. To achieve that objective, a tr adi- tional campaign would’ve been out of t he que stion . In t he case of building a database, there are some pretty clever promotions and some of them certainly incentivise sign- up through a good prize. I think the best online promotions are those you participate in out of choice, not just to win somethin g. A g ood recen t ex ampl e i s t he Ni keID Manchester United/Arsenal promo- tion. Fans got to de sign the shoe of their favorite player and the win- ning shoe will be made and worn by that pla yer when the two teams meet l at er i n the s eas on. T he entrant gets to go to the game, which is a great prize for fans, but designing the shoe for their hero would in itself be engaging and ulti- mately showed just what Nike ID is all about – customised shoes. <CC>: What about embedded distri- Clapshaw (top) and Mackintosh (right): “When the value offered by a brand is greater than what’s been asked of the user, the campaign should in theory be successful,” says Mackintosh. bution where you no longer own the content but let people take it, put it on their blog and be their own? Is this a future for distribution? <BM>: Certainly, it’s already hap- pening and i t will continue to as brands nervously but inevitably shift i nto this area. Ult imately, whether it is about getting people to distribute stuff for you, or building a database, it all comes down to ‘the value exchange’. It’s a trade off of I’ll give you my email address/45 sec s of my time if you give me something of equal or greater value. In most cases it involves something that has some sort of social curren- cy – i.e., the send-on factor. When the value offered by a brand is greater than what’s been asked of the user, the campaign should in theory be successful. 7 MICHAEL LEWIS PETER COLLIE MATTHIAS TUNGER ERIK WILLIAMSON SYDNEY\ MELBOURNE\ BRISBANE\ AUSTRALIA\ | MAYNARDIMAGING.COM.AU | | INFO@MAYNARDIMAGING.COM.AU | | +61 7 3337 7902 | JULIAN WA TT GERARD O’CONNOR MAURO RISCH CALL TO RECEIVE OUR CREDENTIAL BOOKLET OR ARRANGE A FOLIO PRESENTATION 8 CAMP AI GN B RIEF SEP T E MBE R/OCT OB E R 2 0 08
Awards Dec 2008