This document promotes FreeWall, an advertising platform, through examples of how famous brands and ads could have benefited from using it. The document is presented as if FreeWall existed during the era of Mad Men advertising in the 1960s. It provides tips for advertisers such as making users think, penetrating minds, telling stories, testing messages, and delivering simple but significant creative. Each tip is accompanied by a hypothetical example of how a famous brand could have improved its advertising with FreeWall. The overall message is that FreeWall allows advertisers to create memorable ads through interactivity and feedback.

1. If Mad Men
made FreeWalls.

2. “[…] if it does not
prompt them to
think, it will be
instantly dismissed.”
Maurice Saatchi

3. *Research conducted with Unilever and a national news brand
FreeWall®
is 3.4x more effective than display in driving brand recall.*
By harnessesing the power of active recall, requiring the user to think, FreeWall
makes a memory.
Make users THINK.

4. Volkswagen made you think
more than anyone.
FreeWall would have ensured
everybody was thinking the VW
way.

5. FreeWall by Rezonence
Think Small.
Squeezing into
parking slots
Small
insurance bills
Small
repair bills
What’s the best thing about a small car?

6. “Good advertising […]
penetrates the public mind […]”
Leo Burnett

7. *Research conducted with Sky and Neuro Insight
TV
0.75
Outstream
0.69
Social Media
0.58
FreeWall
0.93
Minimum
threshold
for long term
memory encoding
Memory encoding is the impact content has on the subconscious — and the only
way a consumer can act on an ad is if they remember it.
PENETRATE the mind.

8. Hilton wanted the moon. Little
did they know, getting into
long-term memory was the real
mission.
If only they’d had FreeWall to
hammer home the message.

9. FreeWall by Rezonence
Hilton
How do you say Hamburger in Japonese?

10. “If your advertising
goes unnoticed,
everything else is
academic.”
William Bernbach

11. 100% viewability and 0% Ad-blindness — so you just need to nail the message.
TICED.NAlways

12. Don needed to get noticed, to
“change the conversation”.
With FreeWall, he would have had
all the attention he needed.

13. FreeWall by Rezonence
Why I’m quitting
Tobacco.
As of today, Sterling Cooper Draper Pryce
will no longer take tobacco accounts, because
tobacco kills.
Sincerly,
Donald F. Draper
Creative director
Sterling Cooper Draper Pryce
Because tobacco kills To make more money
Why are we quitting tobacco?

14. Someone else could do with
some FreeWall help…

15. FreeWall by Rezonence
Fake
news is
not our
friend.
Not our problem Not a concern Not our friend
What is fake news to us at Facebook?

16. “Visuals are important,
yes, but as a part of the
story.”
David Droga

17. Don’t serve just another ad, engage readers in a journey.
FreeWall gives you the unique opportunity for a continuous dialogue.
Tell a STORY.

18. Coca-Cola loved to tell a story.
FreeWall would have given them the
opportunity, over time, to engage
their readers in a unique journey — as
previous FreeWall responses shape
the story being told.

19. FreeWall by Rezonence
On my puase At lunch At home
Where do you like to enjoy a refreshing coke?

20. FreeWall by Rezonence
On my pause At lunch At home
Where do you like to enjoy a refreshing coke?

21. SE…Now we know it’s your PA

22. FreeWall by Rezonence
The taste The refreshment
What’s your favourite thing about Coca-Cola?

23. “If you […] pre-test your
advertising, you will do
well in the marketplace.”
David Ogilvy

24. Study the results, and make sure people are taking away exactly what you want.
User feedback means you can test your new ads.
TEST your message.

25. If only Heinz could have tested
Don’s concept.
It might not have taken them 50
years to give it the green light!

26. FreeWall by Rezonence
Ketchup Mayo Mustard
What’s missing from the chips?

27. PLATFORM.The perfect

28. "Make it simple, but significant."
Don Draper

29. the message.DELIVERING

30. CREATE.Letting creative

31. SIGNIFICANT.Simple. But

32. c r e a t i v e ’ s n e w b e s t f r i e n d