April 18, 2012

Stay True To the Core Brand Idea

Filed under: Digital Strategy,Marketing,Online Advertising — Emily Reeves @ 6:52 pm

Today I had the opportunity, at the AdAge Digital Conference, to watch the premier of the Google Project Re:Brief documentary film. It was inspiring and I can’t wait for everyone I know in this business to watch it. But, the value of watching at the conference was the discussion with the people behind the movie after it showed.

{Again, the crux of the conversation was about finding an idea true to the brand and figuring out how best to execute that through channels that are best for the brand’s consumers.}

The stray away from this as a strategic approach to communications is apparently rampant given the frequency of the discussions among marketing professionals.

At a glance, here are some of the highlights from the post-film discussion:

“Technology is an enabler to the story. It is not the story itself.”

“It is the story. We all know this, we’ve just been ignoring it. We are all so distracted by the technology.”

“Digital is the layer that connects everything together. It is not a channel.” {my favorite}

The problem is that people are afraid to take risks on the web. They are being way too conservative. That is why Google did this experiment. To show it can be done.”

Note: The film was shown for the first time at our conference (they said they literally finished editing it late last night in LA and ran to the airport to make the flight to NYC for the showing at our conference; true or not, it makes for a good story and made us feel special). It is supposed to be available to the public in the next few months (they claim to have not this far in advance yet, so they are not sure how and where and when it will be available).

March 14, 2012

Online Advertising Can Be Good

Filed under: Advertising,Digital Strategy,Online Advertising — Emily Reeves @ 3:38 pm

Too frequently our online advertising is thought of as an add-on to the campaign and is simply a hastily executed version of the television or print with little thought as to how it will be experienced differently online. Google has set out to show us that great “traditional” advertising can be great online when approached still with the same overall message and brand objectives, but with specific thought about the way a user can experience and interact with that message in the digital space. With Project Re:Brief, Google found iconic advertising and its creators, then worked with them to develop online versions of the advertising that are truly amazing.

So far, Google has released the Coca-Cola and Volvo ads, complete with a video documentary of the process and step-by-step descriptions of how the ads work through the technology. It is inspirational and educational. Check out the full site: Project Re:Brief.

(Thumbs up to Mr. Stone for sending this my way.)