12:05PM April 25 2013
Smartphone and tablet penetration is increasing rapidly, and ad spend is following this trend. A recent Ad Age article highlights just how quickly the pace has changed in the last few months.
2:27PM July 10 2012
If like me you are an 80s child, you may recall a kids’ TV programme that aired during the school holidays called ‘Why Don’t You‘, it was similar to Blue Peter only a little more ‘street’. Like Blue Peter it featured do-it-yourself arts and crafts sessions, the majority of which required you to empty out your Mum’s washing up liquid bottle without her noticing (only losers would offer to wash up more), or flush copious amounts of toilet paper away to get the cardboard roll in order to complete a model (apologies for the blocked toilet Mum!).
2:11PM July 2 2012
There is nothing more compelling than a well produced TV commercial.
It’s a hard fact to argue as most of the highest viewed and shared videos on the web are commercials. I’m thinking about VW’s The Force, Cadbury’s Gorilla, the Evian Roller Babies, The Guardian’s 3 Little Pigs – all TV commercials that have achieved global word-of-mouth activity. Their success is down to persuasive storytelling, which taps into our emotions and is what great marketing is all about. More recently, brands have been looking at ways to extend the 30-second or 1-minute spot, and we now have the technology available to enable more immersive cross-platform storytelling.
2:03PM June 25 2012
Developments in tech such as augmented reality, 3D and facial recognition have allowed creative’s to explore split narratives for storytelling campaigns. A split narrative is a story told from two different perspectives – so you can develop a piece of creative for a brand that targets two audiences at the same time or even turn a physical environment which tells its own story into a different environment virtually that tells another.
In New Zealand the Pedigree Adoption Drive’s latest campaign merged split narrative storytelling with an innovative spin on the optical science behind 3-D technology to raise funds and awareness for abandoned dogs. Moviegoers at select theatres in Auckland were asked to choose either free red glasses or yellow glasses for a small donation.