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‘Longevity’; ‘dialogue’; ‘entertaining to educate’; ‘failing fast’ and ‘campaign RIP’ were some of the key themes to arise from the IAB’s third half-day conference of 2007, Engage for Branding.
Friday, 27 July 2007
‘Longevity’; ‘dialogue’; ‘entertaining to educate’; ‘failing fast’ and ‘campaign RIP’ were some of the key themes to arise from the IAB’s third half-day conference of 2007, Engage for Branding. Presentations from event sponsors, Spannerworks and amongst others; glue London, Digitas, NSPCC and Sony provided an in-depth insight into how internet advertising is marking itself out to be a hugely successful branding medium. The event also saw the exclusive unveiling of the results from the IAB’s first FMCG Brand Engagement Study; where extensive cross media research in the haircare market helped prove the efficacy of online.
IAB head of marketing, Kieron Matthews kicked the day of with an introduction discussing the growing importance of internet advertising within media strategies and the effect online is having on the idea of the ‘campaign’. He quoted IPA dataBANK 2007 statistics that showed how the number of medias per campaign have risen from just two in the 1980s to five in the last few years. When you also consider that within online there are multiple delivery options, it’s clear that branding in the 21st Century is a complex business.
Chris Clarke from Digitas London picked up on a similar theme when he talked the gathered delegates through a case study that fulfilled the brief of improving brand consideration for Vauxhall. Clarke discussed the “death of the campaign” in its traditional form and pushed the idea of utilising ‘active branding’ to create sustained relationships with consumers over a long period of time. Offering a utility with your brand message, providing some kind of value exchange and aiming to present your brand proposition with some kind of consumer experience were important points to arise from the Vauxhall case study.
A further case-study was presented from the automotive sector, by Craig Morgan from Tribal DDB. He presented the ‘Night Drive’ campaign from VW to show how the straightforward notion that ‘consumers consume and producers produce’ is no longer applicable. The campaign strategy allowed consumers to actively engage in the ‘Night Drive’ big idea. Morgan believes the community nature of campaigns like the VW demonstrate how increased connectivity empowers the consumer and it is this that is the true killer application of the medium.
One of the highlights of the morning was the session by Anthony Mayfield from event sponsor, Spannerworks. Mayfield delivered an engaging presentation on the crucial branding mechanism that is search, and outlined the lessons that can be learned from social networking sites. He discussed the importance of being brave with online as there are no rule books to be followed and we are operating in a ‘new world’. Mayfield used pet social networking sites Catster and Dogster as an example of the importance of competing in live markets. People should not be afraid to fail with their online activity, but they should do so fast. Ted Rheingold the founder of Catster and Dogster said that any project he had worked on for his site that took over 6 months failed, such is the speed the audience moves on to other things . Instead of spending a long period on one project, Rheingold now tries to work on a number of projects with short lead times.
Glue London’s Martin Bailie continued on this idea with his presentation that looked at how to engage audiences online. He used creative examples from Virgin Money and Virgin Trains to emphasise the importance of creating an idea that was “bigger than the brief.” If you can create an idea that inspires the consumer, using active marketing your campaign will last longer and stand a chance of prompting dialogue with and amongst the target audiences. Bailie said whilst it was important to explore an idea fully to ensure you can get the most out of it, you shouldn’t be afraid to fail, but do it quickly and move on.
Presentations from NSPCC and Sony Bravia about the importance of knowing your audience and how to speak to them using social networking sites, and in the case of the latter, online PR provided useful perspectives in the second-half of the morning. As did a session on behavioural targeting from TACODA and Yahoo!’s discussion on the importance of understanding the role of different online formats.
Friday, 27 July 2007
‘Longevity’; ‘dialogue’; ‘entertaining to educate’; ‘failing fast’ and ‘campaign RIP’ were some of the key themes to arise from the IAB’s third half-day conference of 2007, Engage for Branding. Presentations from event sponsors, Spannerworks and amongst others; glue London, Digitas, NSPCC and Sony provided an in-depth insight into how internet advertising is marking itself out to be a hugely successful branding medium. The event also saw the exclusive unveiling of the results from the IAB’s first FMCG Brand Engagement Study; where extensive cross media research in the haircare market helped prove the efficacy of online.
IAB head of marketing, Kieron Matthews kicked the day of with an introduction discussing the growing importance of internet advertising within media strategies and the effect online is having on the idea of the ‘campaign’. He quoted IPA dataBANK 2007 statistics that showed how the number of medias per campaign have risen from just two in the 1980s to five in the last few years. When you also consider that within online there are multiple delivery options, it’s clear that branding in the 21st Century is a complex business.
"Death of the campaign"
Chris Clarke from Digitas London picked up on a similar theme when he talked the gathered delegates through a case study that fulfilled the brief of improving brand consideration for Vauxhall. Clarke discussed the “death of the campaign” in its traditional form and pushed the idea of utilising ‘active branding’ to create sustained relationships with consumers over a long period of time. Offering a utility with your brand message, providing some kind of value exchange and aiming to present your brand proposition with some kind of consumer experience were important points to arise from the Vauxhall case study.
Connectivity the internet's killer application
A further case-study was presented from the automotive sector, by Craig Morgan from Tribal DDB. He presented the ‘Night Drive’ campaign from VW to show how the straightforward notion that ‘consumers consume and producers produce’ is no longer applicable. The campaign strategy allowed consumers to actively engage in the ‘Night Drive’ big idea. Morgan believes the community nature of campaigns like the VW demonstrate how increased connectivity empowers the consumer and it is this that is the true killer application of the medium.
Be brave and 'fail fast'
One of the highlights of the morning was the session by Anthony Mayfield from event sponsor, Spannerworks. Mayfield delivered an engaging presentation on the crucial branding mechanism that is search, and outlined the lessons that can be learned from social networking sites. He discussed the importance of being brave with online as there are no rule books to be followed and we are operating in a ‘new world’. Mayfield used pet social networking sites Catster and Dogster as an example of the importance of competing in live markets. People should not be afraid to fail with their online activity, but they should do so fast. Ted Rheingold the founder of Catster and Dogster said that any project he had worked on for his site that took over 6 months failed, such is the speed the audience moves on to other things . Instead of spending a long period on one project, Rheingold now tries to work on a number of projects with short lead times.
Think bigger than the brief
Glue London’s Martin Bailie continued on this idea with his presentation that looked at how to engage audiences online. He used creative examples from Virgin Money and Virgin Trains to emphasise the importance of creating an idea that was “bigger than the brief.” If you can create an idea that inspires the consumer, using active marketing your campaign will last longer and stand a chance of prompting dialogue with and amongst the target audiences. Bailie said whilst it was important to explore an idea fully to ensure you can get the most out of it, you shouldn’t be afraid to fail, but do it quickly and move on.
Presentations from NSPCC and Sony Bravia about the importance of knowing your audience and how to speak to them using social networking sites, and in the case of the latter, online PR provided useful perspectives in the second-half of the morning. As did a session on behavioural targeting from TACODA and Yahoo!’s discussion on the importance of understanding the role of different online formats.
