I always try to keep posts short and simple. I’m afraid however that this one is going to be long, but if you get through it, hopefully really interesting.
Tomorrow is the first ever LOVE ideas breakfast. Ed and I are not exactly hosting it, but we want to come prepared with some material, to make sure everyone finds it interesting and well worth repeating this get together in the months to come. I’ve had a look at some new viral material doing the rounds in social media – its just got to be as current as possible because being in an agency, you’re always at risk of thinking you’ve discovered something new when actually it has already been around the office, discussed in the kitchen and someone’s already blogged about it last week.
Also, the speed with which great advertising campaigns become old advertising campaigns has never been as fast as it is now: Old Spice is old advice. Since then we’ve had some great stuff done by Tipex, Diesel and now Nokia, to mention a few.
What are they doing well, how are they doing it and what insights can we draw from their success? Lets take Nokia as an example:
Wieden + Kennedy London (for those not in the industry they are also the creators of the Old Spice campaign) once again show us why they are so highly regarded. The campaign follows a consistent theme throughout: “It’s Not Technology, It’s What You Do With It” and promotes the new Nokia N8 using various entertaining videos which test that very hypothesis. Its nerdy but cool, or perhaps its time we realise, nerdy is the new cool.
Remember those three seconds in which you saw the dancing robot in the video above, or the kickflip on the skateboard… of course not, but its still an opportunity to expand on the campaign’s core message and make further interesting videos, each getting thousands of views.
“Our ‘hackerbox’ initiative for the launch of the Nokia N900 used traditional direct marketing techniques. But it combined these with an awareness of the new trend for the posting of ‘unboxing’ videos for new gadgets and an understanding of the influencers amongst online tech communities. We identified a dozen or so of the most infuential tech bloggers and sent them an awesomely mysterious black cube containing geeky goodies and the new N900. The box could only be opened by hacking its secret access code. The recipients made and posted their own unboxing videos and the tech community went wild for hackerbox,. Huge online buzz was generated. Engadget described it as ‘the best unboxing ever’”