2. “ It’s just a banner” Most people don’t click on banners. Average CTR is just 0.2%. But maybe clicking isn’t the point. In 2013 over 40% of banners will have branding focus.
3. Can hands Pringles = fun. A copy banner. It makes you click on it. About 100 times. More clicks than most campaigns will ever get. http://awardshome.com/cannes2009/pringles/can-hands.html
4. Fear of not flying Beautiful production. Faces are appealing. You’ll never forget product/brand. https://winstage.vml.com/mwente/vaa/VAA_banners.html
5. The truth: Banners are the passive mode format online. It’s the TVC of the web. The only way to get attention is to be interesting. Better creative, better results. Bad creative is not invisible though. It actually hurts the brand.
6. “ It’s just an eDM” Every eDM is spam. Even with opt-ins, we only give our emails if we really have to.
7. Dog It’s a fast car. Do we have to spell it out or can we just show it? http://www.lov.com.br/cases/classicas_2/
8. The truth: Sometimes we have to resist the temptation of cramming every piece of information in the copy and create an experience. Make the most of the “preview”, be personal and respect people’s intelligence.
9. “ It’s just DR” It’s called Direct Response because it has to be direct. Repeating the product features and the call to action has proven to be effective. No room for fun.
10. Everyone for a hair http://www.youtube.com/watch?v=rbCkxJdtdps
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15. Everyone for a hair How many times this man repeats the price and the CTA? And which CTA can be more compelling than having a hair implanted in someone?
16. The truth: Everyone likes a bit of fun. Also, there are more compelling ways of calling to action than telling people what to do.
17. “ It’s just a Facebook page” We don’t have any budget so let’s create a viral to post on Youtube. And give an iPad to people like us on Facebook.
18. Bing Lee vs QLD floods Buying engagement is bad. Buying engagement on the back of a tragedy is a really big mistake. Never blackmail your customers.
22. Old Spice guy It’s the perfect campaign. Even Youtube comments were positive. Not pushing a product. Not buying engagement. Just extremely well run and fun to watch.
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26. The truth: Social Media is the whole internet. It’s not a campaign, but the ability we now have to hear our customer’s reactions. There’s no way to control the message. In fact, it’s more hearing than actually saying something. Not: tomorrow HP starts a new live campaign on http://www.facebook.com/HPhome
27. “ It’s just digital” For most clients, digital is still an afterthought. Adapt an ATL campaign with 1/12 of the budget. Or expect it to be free media (viral).
28. 28,122,617 views That’s how many times just one of the Old Spice ads was seen on Youtube. More people than our whole country. Can you reach as many people with a TVC?
29. 55,002,415 p/ views, 8.25 mins Results of “Best Job in the World” website. How many campaigns get so much attention, time and mind space of viewers?
30. 110 billion minutes a day On social networks and blogs. And this is just 22% of the time online of the 1.97 billion Internet users (21.3 million in Australasia).
31. The truth: Digital is the new mass media. 3 out of 4 Americans multitask with TV and internet. 54% of them say the internet is the primary focus of attention. If we’re cheap or bad online, everyone will see and say it. If we succeed, it will improve the performance of the other touchpoints. Think propagation strategy, not just format or media placement (TVC different from film).
