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Effective Creativity
Internet is a great tool for effective creativity...
Ad campaigns are becoming more and more multi-medial: teasers on radio or TV followed by long commercials on the internet. This development has not only impact on the 'format' of for example integrated ads which show the power of advertising combined with entertainment, but also the 'content': ads are not showing the product in specific, but the vision of the brand more in general. This is called 'concepting'. The idea behind the new Volvo 'Life on Board Project' for example is quite simple: give a number of interesting people a Volvo, wheel them on an interesting journey and let them talk with each other concerning their life. The conversations are lifelike and reflect the values of Volvo related to the positioning of the several models. 
Stills Volvo ad: lifelike conversations. Or take the Diesel Dreams campaign. Diesel hopes to inspire people to create their own world. And dreams create the best adventures and fantasies! In this context, the campaign contributes to Diesel's innovative and creative way to show dreams as a surrealistic form of escapism. 
Diesel ad: dreaming. So what does this mean for advertising? Well, ad agencies will get new competitors like concepting agencies, internet, communication and design companies. These organisations will not be competitive in 'size' but in 'quality': they are actually more 'creative' than traditional ad agencies. In general companies are seeing the communication opportunities of the internet. Dutch companies like Lost Boys, TPG Post en Clockwork use corporate and business weblogs for their corporate communication: it's becoming an intranet for employees and external relations. Microsoft is trying to build a connection between people and technology, changing the idea of being a company whose technology everybody has to use to the technology everybody wants to use. According to Microsoft audience marketing manager Bas Paumen it's about bringing back the emotion and personality to the brands of Microsoft, showing the customers and technology enthusiast that Microsoft creates its technology with passion, vision and not only to generate revenue. The internet is a reservoir of information and input for new ideas and concepts. New technology atracks new business: in this respect entrepreneur Guy Kawasaki, one of the individuals responsible for the success of the Macintosh computer, proved his skills. Weblogs collect, select and arrange information on the internet. And because of it's dynamic format and content, these weblogs are very useful for creative professionals. |
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posted by BlogFonk: Friday, November 26, 2004 [#]