I don't make a habit of criticising others work. It's unprofessional and often doesn't take into account the reasons why someone had done what theyve done. It may not be the most creative or groundbreaking campaign. It may not show innovative thinking or breakthrough media strategy but it is often effective and shows knowledge of the target audiences response rates to their offering. However..... I'm at a loss to understand the reasoning behind the Halifax tv ad with two employees pretending to be DJ's. Yes it's awful to look at and more cringe making to experience than most but it's not that that appalls the most. It's the fact that someone somewhere has given precious work to struggling actors and forced them into such a humiliating position. I wanted to be an actor when I was a teenager. My mother talked me out of it with the promise of penury and bitter despair. I've never really forgiven her. I've always yearned for the stage and a visit to the theatre leaves me breathless with both excitement and jealousy. And yet watching those poor souls try to make something good out of such a horrible piece makes me think that maybe mum had a point!
Sunday, 21 November 2010
Friday, 19 November 2010
How long should an online video be?
I have this debate all the time with clients when deciding how long an online video short should be. There are lots of factors that decide this but the main and obvious one is how long will the creative hold the attention?
Most 'Viral' campaigns created by brands are 'one hit' creatives and actually based on the methodology of a TV ad regardless of their adaptation to the online medium. Once the gag is revealed there is no point going beyond a short edit due to the short attention span on offer from your target audience. Not to mention the fact that the sooner you get to the point the more chance you've got of converting the view into a click.
If you are going to go for a longer edit then the content has to be super compelling and have a narrative pleasure for the viewer that transcends the 'joke'.
We achieved this with our short comedy film for Pringles Xtreme and Keith Lemon which had an almost 80% view through and here is another stunning example from trick biker Danny MacAskill for Red Bull. Their work gets ever more ingenious and I am totally taken with this and I am open mouthed in admiration at the talent of the man and that's what content should always strive to achieve.
How long should an online video be?
I have this debate all the time with clients when deciding how long an online video short should be. There are lots of factors that decide this but the main and obvious one is how long will the creative hold the attention?
Most 'Viral' campaigns created by brands are 'one hit' creatives and actually based on the methodology of a TV ad regardless of their adaptation to the online medium. Once the gag is revealed there is no point going beyond a short edit due to the short attention span on offer from your target audience. Not to mention the fact that the sooner you get to the point the more chance you've got of converting the view into a click.
If you are going to go for a longer edit then the content has to be super compelling and have a narrative pleasure for the viewer that transcends the 'joke'.
We achieved this with our short comedy film for Pringles Xtreme and Keith Lemon which had an almost 80% view through and here is another stunning example from trick biker Danny MacAskill for Red Bull. Their work gets ever more ingenious and I am totally taken with this and I am open mouthed in admiration at the talent of the man and that's what content should always strive to achieve.
Friday, 29 October 2010
The humanity of face to face marketing
I make mistakes all the time. As the father of young children I'm always being too easy going or too strict. My sleep deprived mind often puts the milk back in the cupoard and the teabags in the fridge.
I've never specialised in sampling but in there were times when I ran the UK's largest radio promotions agency that the prospect using of radio station's sampling crews proved too easy a win for a client who was promoting on that radio station. Seduced by the promise of genuine interaction with the local public who were so in love with their station that they would happily accept a sample and think all the better of the brand despite the tenuous link between brands.
Generally it was a happy mariage with everyting from soft drinks to hard liquor changed hands through a roving station crew and an eager public.
Not this time though. Tasked with neatly placing a sachet on each seat at the football ground the station assured us that they had permission and had done it loads of time. We took them on trust. There's a mistake i didnt make ever again.
The client happened to be in town and happened to see the sampling experts in action, dumping box upon box of their product in bins, behind doors and just generally misbehaving with the samples.
Needless to say this didnt go down at all well although the client let us off the hook, blaming quite rightly the station's appalling practice but this was many years ago before digital channels kicked in, before the sophistication of sampling increased exponentially.
I've always thought that actually the concept of face to face sampling is quite simple in theory Pick the right time of day, the right area where your target will be and give em the sample. Be cheery, flirtatious even wear the brands colours with pride, enhance their day and get them to sample the brand no?
Well i'd have liked to see the client's face if they's experienced what I experienced earlier this week at Baker Street Station. I was ambling in thinking about some aspect of the day to come and was confronted by an unshaven frankly thug like looking guy dressed all in black with a plastic bag in one hand and a handful of sachets in another....
"Hot sauce!!"
He bellowed at me.
"Sorry" I said, slightly startled thinking he was promoting some completely different service
"Sample! Hot Sauce!"
"Er no thanks, I'm fine"
and off I went slightly disturbed, completely unaware of the brand he was forcing on me but generally feeling unkindly to any make of hot sauce yoo could think of. It was 8am. Hot Sauce?
AS I walked through the station heading towards the Met line there was another one, much gentler looking but atill all dressed in black, no branding but the ubiquitous white plastic bag.
He was appealing slightly pathetically to passers by.
"Sample.....hot sauce sample....sample"
I dont know about you but when someone says 'sample' out loud it conjures an image of a wholly different type of sauce I would not be keen to put on my jerk chicken.
Tuesday, 5 October 2010
Quote of the day on the BBC homepage
"Ants are so much like human beings as to be an embarrassment. They farm fungi, raise aphids as livestock, launch armies into war, use chemical sprays to alarm and confuse enemies, capture slaves, engage in child labour, exchange information ceaselessly. They do everything but watch television." LEWIS THOMAS (1913-93)
I guess in that regard they're more advanced!
Turning a publicity stunt into a viral video success
A perfect example of how to take a publicity stunt, ensure news coverage and get a powerful viral video campaign out of it.
Hats off to the very clever Mr. P Power!
Sunday, 3 October 2010
Chiltern Society | No HS2
< HS2 homepage | < Previous page
September news
29 September 2010
Society’s first formal HS2 submission
The first in a series of evidence-based papers which the Chiltern Society is presenting to the Government as part of its campaign to against HS2 crossing the Chilterns has been published.
It is a paper by Alison Doggett, an acknowledged expert on the area and co-author of the definitive book about the region, The Chilterns. She is a trustee of the Chiltern Society and Head of Geography at Berkhampstead School.
The paper, which is also being sent to all MPs and other decision makers, establishes the Chilterns as a long-standing natural region with a unique cultural heritage. It is ancient countryside with a strong sense of place, despite pressure from all sides. The special characteristics of its woodlands, farms and settlements combine together in a way that is not found anywhere else and it is important that the responsibility for preserving the cultural heritage of this beautiful area is understood.
A number of other evidence-based submissions will follow in the coming months.
The paper will be here soon…click here. -->
12 September 2010
Walkers show their opposition
Eighty protestors took part in an eight mile walk along the proposed preferred route of HS2 between Amersham and Great Missenden on Saturday 11 September.
Numbers had to be restricted in the Chiltern Society-organised walk because of health and safety reasons, but a shorter two mile walk attracted nearly 100 others.
The walk attracted extensive publicity and support – it coincided with an HS2 information day in Great Missenden – and it was such a success that future walks are being planned.
2 September 2010
Protest walk on route of HS2
A protest walk against High Speed 2 travelling through the Chilterns is being held along its proposed route through the Misbourne Valley on 11 September.
The sponsored walk, organised by the Chiltern Society, will start at Amersham Station and follow the route to Great Missenden Station – a total of nearly eight miles.
It’s been held to highlight the impact the High Speed 2 would have on the valley if it is built.
Organiser Jim Rodda said: “Only by walking the route can you truly appreciate the utter devastation HS2 would bring, and realise not only the horrendous visual impact it will have but how the noise from these enormous trains would carry over the valley.”
Most of the walk is on public rights of way, but Mr Rodda has obtained permission from private landowners where the route crosses private land.
Walkers are being asked to be sponsored to raise money for the Chiltern Society’s fighting fund against HS2. The Society is preparing an evidence-based case against HS2 across the Chilterns and is raising cash for a major publicity campaign in the autumn.
Sponsor forms are available in newsagents in the Amersham and Great Missenden area. They can be also be downloaded by following the 'Join our sponsored walk' link above left. If you wish to enter the walk please contact Mr Rodda at jrodda@ukf.net so he knows the numbers that will need to be managed. -->
Subscribe to:
Posts (Atom)
Posts
