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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Nov Dec 2010
OPINION 20 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2010 The need for urgent genius in creative agencies By Grant Hunter Regional Creative Director iris APAC ALWAYS ON. CONSTANTLY ON THE look out. Connected to what’s going on. Inherently interested in the inter- esting. Ready to pounce. Ready to react to the Now. Get an idea. Stay up all night. Write. Design. Code. Seed it on one website. Get 25 million hits in 3 days. This is the new breed of hybrid creative. They’re dangerous. They join start-ups. They revolutionise design and ad agencies. And they're turning creative departments into newsrooms. The agency of today, and fit for the future, will embrace proactivity. The topical is always king, with wit and intelligence the content has to be on the button and delivered swiftly. This is the only way it will have an imme- diate impact across all social chan- nels. This means hours. Not days and weeks. These hybrid types have a motto: Do it now. Ask forgiveness later. It’s easier than getting permis- sion. These Hybrid thinkers concept as well as ‘do’. They are the new norm. They observe, then think, then cre- ate. Agency structures need to flex to adapt to fan the fire of their ambi- tion. In these new environments, Curators and Creators work together to respond and interact in a free- flowing vortex of the now. The cura- tors are always on constantly search- ing for what happens next. The creators respond, crafting in real- time making work that’s fresh and new. Always topical. Always mindful of adding to the conversation, rather than hijacking it or shamelessly fak- ing authenticity. The creative department as we know it is dead. The agency needs talented minds inherently interested in culture. They should have a deep understanding of an area they feel passionately about. To create extra- ordinary ideas you need an extraordi- nary mix of people. Collaborating with like and not-so-like minds with a shared mission is the key to unlock- ing fresher thinking for the Now. Creativity needs to be embraced by all parts of the agency. The tradition- al creative department becomes part newsroom, part artist’s studio, part experimental lab. Perspectives col- lide. New ideas are expressed with urgency and are released for the world to engage with. Case Study examples Brands across the globe are using the power of Now and are demon- strating ‘Urgent Genius’. Best Buy Consider Best Buy’s technology Twelpforce that swept the boards at Cannes. It was a brilliant way of util- ising staff expertise, empowering them to answer consumers queries directly and quickly. And all without the costly outlay of building a dedi- cated call centre. Hippo Baked Munchies A newly-launched snack food had a problem with availability in India. Utilising Twitter again, the team at Creativeland Asia demonstrated urgent genius in a different form. The Indian market is mainly unor- ganised retail - 92% to be precise. After launch, sales of the snack went through the roof leading to empty stories and not very happy shoppers. Using Twitter as a platform Hippo spoke directly to their customers turning them into field market intelli- gence agents. The public were sim- ply asked to tweet @HelloMeHippo whenever they couldn’t find the snacks in stores. Hippo promised to re-stock any empty store within hours using their distribution network. Tweets came in from 45 cities around India. To deal with the volume of tweets they estab- lished a central Twitter monitoring operation. This nerve centre passed stock details directly onto the sales & distribution arm of the business. Followers were updated via Twitter when stocks were replenished. Hippo also offered a reward for the most active Tweeters in the form of Hippo Hunger Hampers http://twitter.com/hellomehippo Case study film here: http://www.youtube.com/watch?v=dt8 zT26DOGo& feature=player_embedded Virgin Australia Virgin Australia’s Cannes Direct Lion winning ‘24 hour non-stop twitter idea’ and the follow up which saw 3 American’s fly to Oz and spend the whole time tweeting about their experience so consumers could follow them real-time. They threw down the challenge to America <http://www.4320syd.com/> for three of their countrymen or women to fly down-under and experience the best Sydney has to offer, while sending a 'tweet' every single minute of the 4320 minutes they are in Australia. See the results here http://www.4320la.com/ Synergy Last month Synergy, a chain of gyms in New York and New Jersey, received loads of free media men- tions for an ad claiming that its treadmills have the face of Mel Gibson painted on them encouraging them to “Stomp Mel” – a great exploitation of the Now. Long Shot Urgent genius is the driving force behind the Long Shot Magazine. It’s “a raucous experiment in using new tools to erase media's old limits”. The team, with the help of anyone who wants to get involved, write, photograph, illustrate, design, edit, and ship the magazine in two days. They set a theme and give you24 hours to produce and submit your work. They then take the next 24 to edit it and polish it. They then pub- lish it online and in print. Vodafone Meanwhile, others are telling sto- ries by utilising the technology of Now as they embrace quality content on the fly. Big Balls Films embraced the here and now with the real-time docu-soap Who Killed Summer from Vodafone. The actors travelled Europe’s music festivals and the drama unfolded in real time inviting live time participation from the audi- ence. adidas For our adidas Made from 100% campaign, we unleashed a team of social media writers to engage with the 800,000 Chelsea fans on the Chelsea Fan book page. We reward- ed fans for their knowledge in real time with limited edition works of art and next season every week we'll be added to the Ultimate Fans prize: our one of a kind leather sports bag will be filled with a Chelsea piece of merchandise every week, e.g., Lampard scores a hat-trick and his boots go into the bag. At the end of the season one lucky fan will have the ultimate 100% Chelsea souvenir - a bag of the most pivotal moments from that season. Sony Ericsson Our Twentertain_Me Twitter feed for Sony Ericsson in the UK curated engaging content in the Now. Teams of our writers, each with an area of interest, scoured the internet for the most interesting entertain- ment stories – SE in the UK now has a following of 3300 dedicated enter- tainment followers Our SE branded channel Pocket TV has 8 million hits and rising. The series has been so well received Channel 4 have agreed to air it on their T4 channel during the summer. This is valuable content of the here and now with the audience actively involved, all fronted by an up-and- coming DJ of the Now – Matt Edmonson. And The Bunker is our creative experimentation unit operating ahead of the curve creating and co- creating cultural ideas in true two- track style. Agencies must employ people who have an inherent interest in culture if they are to keep pace with the ever changing now. Our best people have a natural interest in the cultural arena our clients operate in. We have musicians, national standard tri-athletes, renowned street artists and published authors to name just a few. They understand the boundaries and can sniff out authenticity in a millisecond. Agencies should stop employing ‘creatives’ because they can ‘do digi- tal or integrated’ this is still a channel based approach - embrace the ‘Now’ employ creative minds who create culture, who are culture. Stop talking about it, get on and do it. The agency of today, and fit for the future, will embrace proactivity. The topical is always king, with wit and intelligence the content has to be on the button and delivered swiftly. This is the only way it will have an immediate impact across all social channels. This means hours. Not days and weeks. These hybrid types have a motto: Do it now. Ask forgiveness later. It’s easier than getting permission. Hunter
CB NAT FEB 2011