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Digital2 aula08

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Digital2 aula08

  1. 1. Campanhas Digitais Aula 8: DIGITAL IS DIRECT DIRECT IS DIGITAL Parte 2 Prof. Plinio Okamoto 11 de Setembro de 2010
  2. 2. Direct is Digital / Digital is Direct Digital 2: Campanhas Agenda de hoje - Aula: Direct is Digital, Digital is Direct – parte 2 - Job para ser desenvolvido em classe - Atendimento Job 2 Reposição de Aulas 18/Set – Sábado – 13h30 às 16h30
  3. 3. Direct is Digital / Digital is Direct Digital 2: Campanhas Mídia Tradicional - Estímulo aos sentidos VISÃO / AUDIÇÃO / OLFATO / TATO / PALADAR - Uma mídia interativa? Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  4. 4. Direct is Digital / Digital is Direct Digital 2: Campanhas Rádio - VISÃO / AUDIÇÃO / OLFATO / TATO / PALADAR Televisão - VISÃO / AUDIÇÃO / OLFATO / TATO / PALADAR Impressos - VISÃO / AUDIÇÃO / OLFATO / TATO / PALADAR
  5. 5. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  6. 6. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  7. 7. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  8. 8. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  9. 9. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  10. 10. First, here's the ad that gals will find in Cosmo Secondly, here's the ad that guys will find in their manly magazines... I was particularly won over by the Molson example from 2004. Here, the advertising set a goal of helping guys impress the ladies. Being tongue in cheek, Crispin created fake magazine covers for fictional books such as Trustfund, Animal Rescuer, and Aspiring Groom (above). I saw a case study that says these ads were read at 2x the rate of other beer ads and increased brand favorability from 29% to 60%. Further, according to Porter, these ads actually drove higher magazine sales! As I mentioned yesterday, when your customer pays for your marketing, it’s meaningful. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  11. 11. Plinio Okamoto Altoids Burn Through plinio.okamoto@rappbrasil.com.br
  12. 12. Upskirt billboard BBR Saatchi & Saatchi Tel Aviv Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  13. 13. Axe - New Day&Night - SMS interactive print ad Take a good look guys, because this is one of the few times you'll see this new tech as an interesting feature in an ad, soon it will become old hat. Adlist has been chatting about it, opining that it's great new tech. It actually works better for Playboy, or anything else that serves to give you the whole picture, rather than a perfume which once upon a time had fun advertising telling you that it magically attracts ladies - even recycled cans had that effect on women. These days Axe has lost their tone of voice and just slap ladies in lingerie all over. I can't tell if its a Victoria Secret ad sometimes. ;)
  14. 14. Anúncio com Máscara Stencil http://comunicadores.info/wp-content/uploads/2008/09/gas_guarana_1_web.jpg
  15. 15. Anúncio com Estampa de Camiseta http://comunicadores.info/wp-content/uploads/2008/09/gas_guarana_3_web.jpg
  16. 16. Anúncio Half-pipe http://comunicadores.info/wp-content/uploads/2008/09/gas_guarana_3_web.jpg
  17. 17. DHL - Acetato
  18. 18. DHL - Acetato
  19. 19. Resto Van Harte “Loneliness brings them together”
  20. 20. MODhair “Musical comb businesscard” http://www.directdaily.com/wp-content/uploads/MODhair_Musical_Comb.jpg
  21. 21. Ajax – Glass Effect
  22. 22. Ariel Pro-zim 2 “Stain By Numbers”
  23. 23. McDonald's - Giant Puzzle - Get your head straight - Stockholm, Outdoor DDB in Stockhoolm are at it again, this time creating an oversized "push puzzle" outdoor poster that only people who've had a decent amount of coffee can solve. (actually the poster is located inside, at the central train station.)
  24. 24. Direct is Digital / Digital is Direct Digital 2: Campanhas Ver Vídeo
  25. 25. Direct is Digital / Digital is Direct Digital 2: Campanhas Ikea Crossword – interactive print ad placed this crossword ad, alongside the crossword section in the newspaper…nice Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  26. 26. Direct is Digital / Digital is Direct Digital 2: Campanhas A Master Comunicação criou para Petrobras anúncio interativo, com o objetivo de divulgar o envolvimento da marca com os esportes motorizados. Inicialmente, a peça será veiculada no anuário Esporte Auto Motor e na Revista Quatro Rodas. O anúncio traz a mensagem “Vire esta página para a esquerda e direita várias vezes” convidando os leitores a balançar a página quadriculada em frente e verso, simulando uma bandeirada em final de corrida. Na parte de trás do anúncio, a frase “Pronto. Você acabou de sentir o gostinho de cruzar a linha de chegada junto com a gente”. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  27. 27. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  28. 28. Direct is Digital / Digital is Direct Digital 2: Campanhas Nextel - cinta que será veiculada na edição Melhores & Maiores, da revista Exame, entregue a executivos e personalidades ligadas ao mundo dos negócios. A cinta traz um dispositivo capaz de fazer uma ligação ao simples toque de um botão para um consultor da operadora. Cada cinta possui um código único (ID), que é reconhecido pelo consultor no momento da chamada. Assim, a Nextel garante atendimento exclusivo e personalizado a cada leitor. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  29. 29. Direct is Digital / Digital is Direct Digital 2: Campanhas Melissa - anúncio interativo para a campanha “Create Yourself” , 'finalizado' pelos próprios consumidores. A ação inclui um saquinho, contendo 81 elementos adesivos, entre fotos de modelos, títulos, imagens de retalhos, logos, etc. Ver Vídeo
  30. 30. A Neogama/BBH criou campanha para divulgar a edição de outubro da revista Playboy, que traz em sua capa a atriz Ana Paula Tabalipa, que faz o papel de Raíssa, a musa dos bombeiros da novela "Chamas da Vida", da Record. Anúncio, spot de rádio (ouça aqui) e material de PDV exploram a personagem e trabalham o universo dos bombeiros. No display, aparece o corpo da atriz coberto com duas tarjas pretas, em suas partes íntimas. As tarjas são a superfície de acendimento de fósforo. Os leitores podem interagir com a peça e riscando o fósforo no próprio anúncio. O título explica “Não perca Ana Paula Tabalipa, a fogosa de Chamas da Vida, na Playboy de outubro”. O anúncio mostra a atriz posando de costas para a lente e o título: “Aproveite. Não é toda hora que mostram a Tabalipa pra você”. Já o spot de rádio traz gritos masculinos que se assemelham a uma sirene de bombeiro. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  31. 31. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  32. 32. Direct is Digital / Digital is Direct Digital 2: Campanhas A DM9DDB assina para a Sadia um encarte especial, que será veiculado na revista Veja, em São Paulo e no litoral paulista, no dia 06. A Sadia pedirá aos leitores que coloquem no microondas o encarte especial, que faz parte da segunda fase de campanha criada para o lançamento dos novos produtos Hot Pocket X Burger e Hot Pocket X Frango. Direcionada ao público jovem, a peça é toda preta e, depois de levada ao microondas por 30 segundos, revelará a imagem dos novos produtos. A surpresa é possível graças a uma tinta especial, dos EUA, com características termocrômicas, com propriedades ativadas pelo calor. Elas podem tanto mudar de cor como passar para o transparente, e vice-versa. A produção durou quase 50 dias, entre preparativos e testes. Segundo o diretor do departamento de produção gráfica da DM9DDB, Yoshito Yagura, é a primeira vez que uma revista brasileira utiliza uma tinta termocrômica em material publicitário. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  33. 33. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto Pepsi e a rede CBS colocam anúncio Video-in-Print na plinio.okamoto@rappbrasil.com.br revista Entertainment Weekly. Pode ter até 90 min de video Ver Vídeo
  34. 34. Direct is Digital / Digital is Direct Digital 2: Campanhas Plinio Okamoto plinio.okamoto@rappbrasil.com.br Ver Vídeo
  35. 35. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  36. 36. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  37. 37. Direct is Digital / Digital is Direct
  38. 38. Direct is Digital / Digital is Direct
  39. 39. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  40. 40. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  41. 41. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  42. 42. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  43. 43. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  44. 44. Direct is Digital / Digital is Direct Sydney Morning Herald's "Cymbal" ad wins Aug/Sept Could Be a Caxton competition. An ad by Whybin/TBWA Sydney for The Sydney Morning Herald has been announced as the August/September winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis. Client: The Sydney Morning Herald Agency: Whybin/TBWA Sydney ECD: Garry Horner Creative Director: Matt Kemsley Art Director: Janelle Shearer Copywriter: Joe Craig Michael Syme, Art Director of Whybin/TBWA Melbourne and the judge of the August/September competition, said: “My winning choice for this month is The Sydney Morning Herald’s classical music ad. Trust a newspaper to show how a newspaper can be used. Inspired use of space that shows newspaper ads don’t Plinio Okamoto have to be static.” plinio.okamoto@rappbrasil.com.br
  45. 45. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  46. 46. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  47. 47. Direct is Digital / Digital is Direct I have done many blogs for a few different sites on all of the crazy things IKEA has done to promote their brand. And let me tell you, I have loved every single one of them. From the crazy billboards, to the making of their store into a birthday cake, to literally covering the streets of New York City with fabric, I have loved them all. I recently found this print ad from IKEA. A print ad. I couldn’t believe it. I have never seen a print ad fromn IKEA. So if any of you know of any other IKEA print ads out there, please share! In the mean time, enjoy this new print ad from IKEA, but they of course go above and beyond a plain old print ad. This interactive piece grabs the attention of all readers. Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  48. 48. Direct is Digital / Digital is Direct UN Voices' Talking press ads UN 'Voices Project' talking newspaper campaign is great example of creativity and innovation in press. The concept of the UN Voices Project was to literally give the disadvantaged a voice. Through the aid of pioneering mobile technology this media-first campaign, which comprised of outdoor posters and press ads, would talk when the public engaged with the advert. Using their mobile phone, the reader would take a photo of the featured person’s mouth and send it the advertised number as a text message. Digital image recognition technology and a call back service enabled the sender to receive a return phone call where they could actually hear a pre-recorded story belonging to the person featured in the press ad.
  49. 49. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  50. 50. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  51. 51. Direct is Digital / Digital is Direct NZ Army 'Careers' Press ad Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  52. 52. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  53. 53. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  54. 54. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  55. 55. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  56. 56. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  57. 57. Direct is Digital / Digital is Direct Weeds is an HBO show based on the premise of a single mother making ends meet by dealing pot. This print ad for the show includes a scent strip that smells like pot. Or so I'm told. How would I know what pot smells like? Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  58. 58. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  59. 59. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  60. 60. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  61. 61. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  62. 62. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br
  63. 63. Direct is Digital / Digital is Direct Plinio Okamoto plinio.okamoto@rappbrasil.com.br Ver Vídeo
  64. 64. Travel Agency – Rain Ad Every time it rains the he message appears on the street. When the streets dry up the Raincampaign® disappears again. It appears in 1000 locations in the Netherlands. The locations are carefully positioned round the 175 D-reizen stores. http://www.directdaily.com/?p=7502
  65. 65. Shift into newspapers In a media first, Nissan ran a blank front page in one of Brazil’s largest Sunday newspapers, inviting readers to “shift” and make their own front-page stories. Advertising problem Arriving late in Brazil, Nissan was still a small player in the automotive market. They had to invigorate the brand’s relationship with Brazilian drivers as well as launch the worldwide brand proposition: Shift. To achieve this objective they looked to newspapers, whic was also identified as the most important research vehicle that people consulted when buying cars. For the first time in history, The State of Sao Paulo, one of Brazil’s largest papers ran a blank front page to creatively facilitate the brand proposition. Nissan wanted to shift people’s relationship with the news. Rather than have people passively reading the news, it wanted them to become the news. Campaign execution The campaign started with subscribers receiving their Sunday newspaper with the front page being absent of all articles and headlines; only an ad for Nissan appeared inviting readers to produce their own news. To participate, readers went to the newspaper’s website, clicked on the Nissan banner ad and went to a related microsite where they could customise the front page with their own headlines, images and articles. The following Sunday, each person who had participated in Plinio Okamoto the promotion was front page news. Their news stories and plinio.okamoto@rappbrasil.com.br photos were actually printed on the cover of The State of
  66. 66. Follow the Rabbit - OOH Video http://tomorrowawards.com/showcase.php?user=Fallon&showcase_id=145
  67. 67. Direct is Digital / Digital is Direct Digital 2: Campanhas Atendimento Job 2 Plinio Okamoto plinio.okamoto@rappbrasil.com.br

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