Tagged 'digital'

Touchscreen Print Ad Offers Instant Car Insurance Quotes (Video)

Posted by Rick Mathieson on February 24th, 2013 at 1:23 pm

What are the Geico lizard or old Mayhem going to make of this?
More importantly, what might they do with it?
An insurance company called RSA in the Middle East has created an interactive print ad that enables readers to ask for a quote, no mobile phone or other consumer device required, though the quote comes back via the reader's mobile phone (which obviously provides the brand with contact information it could use for follow up communications).
As PSFK points out, the ad, developed by OgilvyOne, is targeted to prospective customers in Dubai, and supports the brand's "Easy as Ever" promise.
Sure it's early days in this kind of thing - a first step toward some of the interactive print concepts we saw in 'Minority Report' a decade ago - and it will need to be enhanced before it gets truly compelling.
But here, the medium is quite literally the message - an innovative "wow" moment that directly delivers on the brand's positioning.
Read more here.

Here's Why Data Impacts Everything

Posted by Jonathan Gardner on February 4th, 2013 at 9:53 am

While there are many critical reasons to reform education and job training in this country, here’s one thing we definitely need to do: start preparing a generation of data scientists, analysts and engineers who know how to work with and leverage data to build our tomorrow. I know for sure that our future depends on it. We’re all data now.

Get-To-The-Point Branding

Posted by Nanda Sibol on January 28th, 2013 at 1:09 pm

Consumers today are literally bombarded with brand messages on multiple media platforms and devices at home, on the go, in stores and on the shelf.  It is overwhelming for consumers to make sense of it all and sift through the clutter and noise to get to what is important to them. Consumers today have little time to read printed copy or listen to and watch an ad; instead they are scanning the surface or skimming to get a quick read on what a brand or product is about.
New brands are acknowledging this shift in consumer behavior, and, in order to build quick awareness, they are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name. Take for instance the brand “Eat Well Enjoy Life” that conveys the functional and emotional benefit in its name. In these instances, the brand name becomes the brand sound bite. We’ve seen several examples in food and pharmaceuticals where brands are developing their distinct sound bites to build affinity and awareness in seconds.
Thomas Keller of French Laundry fame has created a new 100% gluten-free flour. Leveraging the standard cooking instruction, “cup for cup”, and distilling it further by using... Read more

Tight Deadlines = Better Work

Posted by Scott Yanzy on January 23rd, 2013 at 3:00 pm

The struggle between deadlines and creative started the day marketing and advertising was conceived. Unfortunately one side seems to always win. So it's how we handle these unavoidable pressures that differentiates the great from the weak. The truly great creatives have figured out a way to turn that tight deadline into a positive situation--they revel in it.
How? First let's talk about those dreamy, mythical deadlines that are weeks or even months away. Besides the natural tendency to procrastinate, the tendency to over analyze becomes the greater issue. The more time you have, the more you second guess what you're doing or the less willing you are to commit to a direction until you feel it is the ultimate solution. Or something could be great at first, but because you have all the time in the world you don't know when to say when. You keep building up and tearing down until you're left with something average or safe, not realizing that brilliance was staring you in the face days ago.
When you have a tight deadline, you're forced to immediately focus on the ask and quickly come up with an efficient game plan. Once the essence of the brief is understood,... Read more

5 Top Trends in Mobile Marketing 2013

Posted by Rick Mathieson on December 29th, 2012 at 3:48 pm

Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more