Ambient/Guerilla/Interactive

What are they:

Ambient: Outdoor, often near the point of

purchase. Has evolved into a concept that has the message appearing in unexpected places.

Guerilla: The outside edge of ambient. Aggressive, invasive, often done without permission

http://www.youtube.com/watch?v=c4xmFcrJexk

Interactive: Using digital technology to engage the

consumer in a two way communicationhttp://www.youtube.com/view_play_list?annotation_id=annotation_691978&feature=iv&p=484F058C3EAF7FA6

Integrating the campaignMoving beyond traditional + alternative

to a broader and more holistic concept of Paid-Owned-Earned

The Concept or Big Idea = telling the story in a compelling, emotional and direct way

Integrating is realizing the Big Idea across many areas/media

Pedigree (Chiat/Day)

More Pedigree

“I wish I were home”

Pedigree

http://www.youtube.com/watch?v=juz2eESoLfY&feature=relmfu

http://www.youtube.com/watch?v=UtLDEoOQONY

http://www.youtube.com/watch?v=NGkfcR9DrDQ&NR=1

Old Spice

http://creativity-online.com/news/behind-the-work-old-spice-responses/144947

An integrated campaign fully considers all the brand authors

1.Company – what they “own” and what they “paid” for

Buildings, website, trucks, product, people, trademarks, characters

Mass media

2. Consumers – what they perceive about both above

“Earned” extensions through social media, you tube, WOM, texting

Telling the story with implied endorsement

3. Culture – how society integrates it into popular culture

“earned” mentions that shape the larger inference about the product, i.e. what is cool, what is desirable, what is valued and important

4. Influencers – how their interactions shape other perceptions

“earned” through publicity, endorsement

Old Spice

http://brandleadership.wordpress.com/tag/wiedenkennedy/

Owned/earned/paid?

Ambient/Guerilla

Zimbabwe 2009 Cannes

Key = it demonstrates the story rather than tells it

http://www.canneslions.com/lions/50_years_of_grand_prix.cfm

Characteristics of good ambient

SimpleOriginalCheapRelevantPracticalInteractiveLegal

Lego - Chile

Consider where are the relationships between your product and the object world.

Interactive – One Show Definition changes every day Key = leveraging customization and

engagement and speed

EOS Photo chains 2010 http://www.canneslions.com/lions/

50_years_of_grand_prix.cfm

Best Buy

http://www.canneslions.com/lions/50_years_of_grand_prix.cfm

Elements:

One great, insightful idea Art direction Copy Sound/Music Photography Cinematography Animation Navigation Illustration/Type Special Effects

Concepts can be…

Entertainment drivenInformation drivenCombination of the two

Don’t forget your objective!

http://www.youtube.com/watch?v=fD1WqPGn5Ag – Old Spice

http://www.canneslions.com/lions/50_years_of_grand_prix.cfm - Gatorade

It’s to find the truth.