6 foundations of great digital creative via Adage

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6 foundations of great digital creative via Adage

  1. 1. 6 FOUNDATIONSOF GREAT DIGITAL CREATIVE Ashley Ringrose
  2. 2. DISPLAY ADS?!SOOOO 2004#needsmoresocialmedia
  3. 3. Youtube Link
  4. 4. SORRY STEVE, IT’SMUCH MORE THAN JUSTINTERACTION +EMOTION (VIDEO)
  5. 5. THERE ARE 6 FOUNDATIONSOF GREAT DIGITAL CREATIVE
  6. 6. WHICH NO OTHER MEDIUMCAN OFFER SIMULTANEOUSLY
  7. 7. IS THE IDEA?1 INTERACTIVE
  8. 8. REWARD THE USER FOR CLICKING
  9. 9. “INTERACTIVITY INCREASESBRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” *Barnum Sulley Research 2010
  10. 10. “TELL ME AND ILL FORGET; SHOW ME AND I MAY REMEMBER;INVOLVE ME AND ILL UNDERSTAND.” ANCIENT CHINESE PROVERB
  11. 11. “TELL ME AND ILL FORGET 86%; SHOW ME AND I MAY REMEMBER 19%;INVOLVE ME AND ILL UNDERSTAND 63%” UPDATED CHINESE TWEET
  12. 12. InteractiveAgency: CP+B [US]
  13. 13. InteractiveAgency: Bridge [US]
  14. 14. InteractiveAgency: Glue [UK]
  15. 15. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE
  16. 16. CustomizableAgency: Weapon 7 [UK]
  17. 17. CustomizableAgency: DM9 DDB [BR]
  18. 18. CustomizableAgency: Tribal DDB [UK]
  19. 19. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL
  20. 20. ContextualAgency: Mediafront [NO]
  21. 21. ContextualAgency: Various
  22. 22. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL4 ENTERTAINING
  23. 23. EntertainingAgency: Soap [US]
  24. 24. EntertainingAgency: Boondoggle [NL] CONCERT
  25. 25. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL4 ENTERTAINING5 PLAYABLE
  26. 26. YOU CAN’T PLAY WITHA TV AD FOR 5 MINUTES
  27. 27. PlayableAgency: CP+B [US]
  28. 28. PlayableAgency: DM9 DDB [BR]
  29. 29. Further Reading
  30. 30. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL4 ENTERTAINING5 PLAYABLE6 USEFUL*
  31. 31. Useful!
  32. 32. Useful?
  33. 33. UsefulAgency: Holst Digital [UK]
  34. 34. UsefulAgency: Agency.com [US]
  35. 35. USEFUL ADS?ORUSEFUL | ADS
  36. 36. #1 REASON DIGITAL IS BETTERTHAN ADVERTISING? Iain Tait, Poke UK
  37. 37. WE DON’T HAVE TO DOADVERTISING Iain Tait, Poke UK
  38. 38. BRIEF FOR SOLUTIONS,NOT ADS
  39. 39. JUST FOR STEVE JOBS EMOTIONAL
  40. 40. EmotionalAgency: BBH [UK]
  41. 41. YOU FORGOTWHAT THE INTERNET WAS BUILT ON!
  42. 42. Sex!Agency: Grand Union [UK]
  43. 43. FINAL THOUGHT
  44. 44. WHY ARE AGENCIES(ADVERTISING, DESIGN, MEDIA)HAVING TROUBLEDOING DIGITAL WELL?
  45. 45. THINK DIFFERENTFOR DIGITAL
  46. 46. UNDERSTAND PEOPLE, THEN TECHNOLOGYMark Pollard, McCann Sydney
  47. 47. Thank you bannerblog.com.auslideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog

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