AdAge Digital 2010 6 Foundations of Great Digital Creative

Soap Creative
Soap CreativeSoap Creative
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6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose
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Youtube Link
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INTERACTIVE 1 IS THE IDEA?
REWARD THE USER FOR CLICKING
“ INTERACTIVITY INCREASES BRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” * B arnum S ulley Research 2010
“ TELL ME AND I'LL FORGET; SHOW ME AND I MAY REMEMBER; INVOLVE ME AND I'LL UNDERSTAND.” ANCIENT CHINESE PROVERB
“ TELL ME AND I'LL FORGET 86%; SHOW ME AND I MAY REMEMBER 19% ; INVOLVE ME AND I'LL UNDERSTAND 63% ” UPDATED CHINESE TWEET
CP+B [US] Agency: Interactive
Bridge [US] Agency: Interactive
Glue [UK] Agency: Interactive
INTERACTIVE CUSTOMIZABLE 1 2 IS THE IDEA?
Weapon 7 [UK] Agency: Customizable
DM9 DDB [BR] Agency: Customizable
Tribal DDB [UK] Agency: Customizable
INTERACTIVE CUSTOMIZABLE CONTEXTUAL 1 2 3 IS THE IDEA?
Mediafront [NO] Agency: Contextual
Various Agency: Contextual
INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING 1 2 3 4 IS THE IDEA?
Soap [US] Agency: Entertaining
Boondoggle [NL] Agency: Entertaining CONCERT
INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE 1 2 3 4 5 IS THE IDEA?
YOU CAN’T PLAY WITH A TV AD FOR 5 MINUTES
CP+B [US] Agency: Playable
DM9 DDB [BR] Agency: Playable
Further Reading
INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE USEFUL* 1 2 3 4 5 6 IS THE IDEA?
Useful!
Useful?
Holst Digital [UK] Agency: Useful
Agency.com [US] Agency: Useful
USEFUL ADS? OR USEFUL | ADS
#1 REASON DIGITAL IS BETTER THAN ADVERTISING? Iain Tait, Poke UK
WE DON’T HAVE TO DO ADVERTISING Iain Tait, Poke UK
BRIEF FOR SOLUTIONS, NOT ADS
JUST FOR STEVE JOBS EMOTIONAL
BBH [UK] Agency: Emotional
YOU FORGOT WHAT THE INTERNET WAS BUILT ON!
Grand Union [UK] Agency: Sex!
FINAL THOUGHT
WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA) HAVING TROUBLE DOING DIGITAL WELL?
THINK DIFFERENT FOR DIGITAL
UNDERSTAND PEOPLE, THEN TECHNOLOGY Mark Pollard, McCann Sydney
Thank you bannerblog.com.au slideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog
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AdAge Digital 2010 6 Foundations of Great Digital Creative

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