Wednesday 16 January 2013

OUGD401 - Lecture Notes: Creative Advertising and New Media

What is new media?

'...media that work not through persuasion or impressions but through engagement and involvement.' (Sutherland, 2009)

Rory Sutherland, former president of the IPA

Need to break with a past media 'model'

Advertising Strategy (Emotive)
  • Requited speaking to the masses
  • Global print campaigns
  • Imagery of Britannia and Royalty suited all domestic and imperial markets
  • High feeling strategy (Signs = patriotism and empire)
High Feeling Strategy Today
  • Remember Reach Campaign (2010) Agency Two Fifteen and AKQA
  • Launch film Birth of a Spartan - announce Reach /beta
  • Involves the audience emotionally
Halo - Reach
  • Global campaign
  • Involving people in a different way and collaborating with people
Old and new communication models
  • Old: transmission
  • Transmit ideas to an audience
  • New: cybernetic
  • Engage with an audience
  • Via computer (Mediated communication) CMC
  • New media based on... (ICTs) such as the internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and... communication process (Spurgeon, 2008)
Illustration of the Kaiser Chiefs engaging with the audience
  • Universal music
  • Choose track order and create album cover
  • Their name was then put on the drum cover and all over websites, Twitter etc
New Media Model
  • Advertising and New Media (Spurgeon, 2008)
  • Shift from Mass to My media
  • More targeted (mobile)
  • Audience involvement:
  • (a) voluntary passing views ads (virals)
  • (b) creating spoofs or filming events
  • More personalised
Viral unpaid advertising
  • Unpaid peer to peer communication of (provocative) content originating from an identified sponsor using the internet to persuade of influence
  • Using the internet
New way of communicating
  • Virals (ads) becoming part of our converstions
  • BMB after labour account
  • May elections 2010
  • Sent to friend
  • From talk about to talk with
  • Trevor Beattie (BMB) Hello Boys and FCUK
Two Conversations
  • Two Little Pigs viral 992
  • Recession and riots
  • BBH
  • Client The Guardian
  • TV & Print
  • Celebration of NM iteself; citizen journalism, open platform collaboration
  • idea 'transform brand' from newspaper to globral news hub
  • 'Modern news is dynamic, participative with open dialogue' (Gonsalves, 2012) Head of Strategy, BBH London
Conversation three Invisible Children campaign
  • R4 ICC Congo warlord Lubanga guilty 30yrs
  • March 5th released
  • 3 days 26m views. 5th 63m
  • Oprah Winfrey treet 5th March
  • 9.7m followers
Beattie The Big Creative Idea
  • Internet biggest idea since the wheel
  • Enables lots of small ideas to circulate
  • 'that combination of a trillion little ideas is it itself the biggest idea there is...'
Viewer-generated content
  • Case study Coke-Mentos
  • Viewer generated advertising worth US$10 million to Mentos 'more than half its annual advertising budget' (Spurgeon, 2008, p1)
  • New media threatens the top down communication model
Creating a dialogue
  • Paul Burns (TBWA) 'talking with audience'
  • 40 million Old Spice
  • Responding to a tweer
  • The making of Old Spice: copywriter and art director Craig Allen and Erik Kallman W&K
  • Released adjacent to the American Superbowl most viewed sports event 106.5m viewers
  • Actor X-footballer/Superbowl player) ran online then TV
10 reasons why this is the best time to be in advertising
  • An audience with Sir John Hegarty 25.3.10
  • No. 1 Agencies can innovate eg. NYC tourism campaign
  • The idea NYC = street culture = street musicians
  • Linked 2 campaigns 'Dig out your soul'. New album tracks released to NYC street musicians to play
The Third Screen
  • Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising
The Kairos factor
  • Fog (2003) primarily due to their kairos factor
  • The principle of presenting the desired message at the opportune moment
  • Location
  • Routine
  • Goals
  • Tasks
  • Okazaki article (2009)
Impact of NM Conclusions

1. Shift from old to old and new media
2. Blurring communication, entertainment, education creators, producers, consumers and professional roles
3. New models communication, creativity and agency structures
4. Third layer experimental, engaging, social and tactile
5. Golden age of creativity - embrace it
6. New skill set work collaboratively on and off line
7. Creatives LCA Ad

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