THINK DIFFERENT Ashley Ringrose Soap Creative & Bannerblog + random useless things

The #1 reason why digital is better than advertising...

We don’t have to do advertising From Iain Tate’s (Poke UK) talk

+ No media needed + No budget restrictions + Can just do it

GAME MOBILE APP WIDGET VIDEO SERIES INTERACTIVE MOVIE COMP CONVERSATION (SOCIAL) SURVEY SERVICE WE CAN MAKE A... & MORE

NEED TO CHANGE CLIENT MINDSETS NOT TO BRIEF FOR DIGITAL ADS BUT BRIEF FOR DIGITAL SOLUTIONS

*Insight Stolen from Far Far’s Cannes Workshop TRADITIONAL ADVERTISING

DIGITAL ADVERTISING

A DIGITAL BRIEF

Create a banner (468x60) to support this TVC

Shitty Brief

Results A bunch of banner concepts?

Ask to be briefed differently

Status Quo of Digital vs Traditional

Digital People suck at, while traditional are best at Story Telling Copywriting Selling in ideas Working with media agencies Getting big budgets >100k

While traditional suck at, while digital are best at Non advertising ideas Interaction Non linear experiences Working with other creative agencies Technology Video Games Working with Budgets <50k

But we should both be scared. Breakthrough ideas NOT from agencies

And the #1 Youtube channel in the world?

THINK DIFFERENT FOR DIGITAL

Goodbye expensive digital graveyards

Hello multiple digital touch points

Niche

Super Niche

What about a site where people post in postcards revealing secrets?

What about a site where people post photos of stupid cats?

What about a site about those annoying ads on websites?

One Function Website

DATA IS SEXY

WOULD YOU LIKE TO SEE YOUR SPENDING HABITS OVER THE LAST 20 YEARS?

AND NOW FOR A TEST

YOUR CAMPAIGN MIGHT BE A DANCING BEAR BUT IF PEOPLE ARE DISTRACTED THEY WILL MISS IT

A FINAL NOTE DIGITAL IS POWERFUL

Good Luck Ashley Ringrose www.soap.com.au www.bannerblog.com.au