Advertisers can now tap into an additional layer of interactivity when it comes to youtube videos. The new feature that runs on Google’s TrueView ad platform enables consumer to pan around the field of view using their mouse or by tilting their mobile device. Bud Light is the first brand to leverage this technology featuring its #UpForWhatever Parade in 360°. Check it out in video below. While this example seems a bit plain, I am sure it won’t take long for brands to make smart use of this new feature.
When a champion of German automotive engineering is asking people to slow down, you know you’re looking at a pretty special campaign. Colenso BBDO in New Zeeland created this experiment that aims at getting people to reduce speed at critical moments by introducing a customized speed-dial that uses a hand-crafted design for the numbers, as well as special messages from your loved ones.
Instead of monitoring the speed of your car by looking at the standard speed dial, people would look at tailor made dial that instantly reminds them of their kids, their wife of husband, triggering some instant attention on their driving behavior and getting people to drive more safely. A simple idea with great effect.
For some reason it feels like we live in a hyper-connected world. However, if you look at Marc Zuckerberg’s Internet.org project or many other initiatives that help bring the internet to people, you realize that actually there is still such a long way to go. With addresses it’s exactly the same. In developing countries not having a clearly defined address is actually a crucial barrier for accelerating the growth of small and mid-size businesses as well as for very fundamental things like providing food or medicine.
What3Words is an interesting start up that have developed a solution that addresses exactly that problem. They are using a giant grid comprised of 57 trillion 3m x 3m squares that cover the entire globe. It is the simplest way to communicate location. Smart Innovation that can actually make a difference to people. Have a look and vote via virginmediabusiness.co.uk if you like it.
Using a celebrity in an ad is easy if you have money. Making an authentic and entertaining ad can be a different story. Optus, the brand that is introducing Netflix to Australia proves to understand this game. They allow Emotive, M&C Saatchi and Fuel Communications to be bold and let Ricky Gervais the freedom to work on the script himself, making it a true Ricky Gervais experience, rather than a typical TVC celebrity endorsement.
You will find different degrees of using the pure Ricky Gervais irony vs. actually delivering the brand and product message across the different variants. But overall a very brave move from Optus. Watching Ricky Gervais talking in his very typical arrogant style about the tons of money they are paying him and his unwillingness to put any effort into this spot is just hilarious. In my view an absolute best practice example for good use of a celebrity in an ad. Enjoy.
The typical pre-roll ad is probably one of the most intrusive and annoying format within the array of online media ads. However, recently agencies and brands manage to become more creative in exploiting this genre.
Check out the un-skippable pre-rolls from Geico Insurance that show the usual testimonials who freeze after only a few seconds as the ad is apparently already over. Meanwhile, there is still some interaction with the background or elements of the ad that become active. Simple humor, but it works as always with the clear message: ’15mins could save you 15% or more on your car insurance’.
This is very much in line with the cheeky humor we already know from Geico’s 2014 ads, which I personally like very much as they are actually entertaining and fun. The type of content that consumers don’t mind watching.
Happy Chinese New Year of the goat/sheep/ram! In case you haven’t seen it yet, check out the below 15min video. It’s a great speech/presentation by Scott Galloway, who runs the L2 Think Tank and known through the Digital IQ ranking ( http://www.l2inc.com/ ).
He looks at the 4 big players and their role in shaping the future of brands. Who wins/who loses?
I’ve rarely been exposed to so much valuable content and point of views in a short 15mins PPT presentation.
Once a great idea has been created, the follow up either comes across light-footed or forced. This one is a really nice and ‘on brand’ Christmas-specific interpretation of the acclaimed ‘dumb ways to die’ campaign. The new song is called ‘Deck the halls’.