Cam­paign caught up with top cre­atives look­ing to spark fresh ideas in dig­i­tal out-of-home

Campaign UK - - PROMOTION -

“I don’t look to tech­no­log­i­cal in­no­va­tions to give me an idea. I’m more ex­cited by the out-of-home space in gen­eral. We can do al­most any­thing in dig­i­tal out-of-home. The only thing hold­ing us back is our imag­i­na­tions. No cre­ative will thank me for say­ing this, but the only thing stand­ing in the way of them com­ing up with a great DOOH cam­paign is their cre­ative brains. That’s mean… but we can do it! Come on, cre­atives!”

• The link be­tween mo­bile and DOOH screens is ob­vi­ous – it is al­ways good to see when cre­atives have used it.

• The Women’s Aid, anti-do­mes­tic vi­o­lence ad [a former Cam­paign & Ocean dig­i­tal cre­ative con­test win­ner] is a fan­tas­tic idea.

• There is noth­ing DOOH can’t do, es­pe­cially with the ad­vent of AR, VR and pro­gram­matic.

• The key to DOOH is a bril­liant idea that will get trac­tion, PR and peo­ple talk­ing about it; we’re look­ing for some­thing that will make head­lines – and then be shared.

• Cre­atives are well aware there’s a na­tional net­work of DOOH screens to put a great idea across, but it’s eas­ier to of­fer a small idea than a big one.

“E very cre­ative learns ad­ver­tis­ing on bill­boards. If you’re not able to give a per­spec­tive of a brand in out­door, it is dif­fi­cult to hire you. A char­ac­ter­is­tic of out­door is sim­plic­ity. If work is able to make you look up and to give a shit, it’s good.”

• The power of dig­i­tal out-of-home is to make an iconic brand even more so.

• A huge en­emy is the mo­bile phone – so make peo­ple stop and look up, or in­ter­rupt them on their phone.

• Brands with a con­sis­tent tone of voice, such as Nike and Ap­ple, do best in out­door.

• DOOH can am­plify the trend of be­ing rel­e­vant at top­i­cal mo­ments.

• Con­sider the brand, but also the ac­tual po­si­tion of the site, in your cre­ativ­ity.

• Don’t mimic so­cial-me­dia me­chan­ics – it will make DOOH seem old.

• Me­dia and cre­ative teams must col­lab­o­rate at an op­er­a­tional, not just strate­gic, level.

“Dig­i­tal out-of-home is an in­cred­i­bly ex­cit­ing medium be­cause there are no ad-block­ers. You can’t avoid the mes­sage… brands [can] en­sure they are seen. One of the bar­ri­ers to great cre­ative in DOOH is that there are so many levers to pull. Ei­ther peo­ple aren’t aware of how much you can do, so ideas stay generic, or they try to do too much. The re­spon­si­bil­ity is al­ways to come up with a sim­ple idea that’s eas­ily un­der­stood.”

• The best DOOH ads have their own bud­get and are be­spoke cre­ations.

• “March for Gi­ants” [a win­ner in the 2016 Cam­paign and Ocean dig­i­tal cre­ative con­test] is an amaz­ing ex­am­ple of an in­ter­est­ing cre­ative so­lu­tion us­ing con­nec­tiv­ity and in­ter­ac­tion across a range of in­ter­na­tional screens.

• Con­tent is in­creas­ingly im­por­tant. The more a brand can en­ter­tain with­out forc­ing a mes­sage, the bet­ter.

• The use of mov­ing im­ages in DOOH adds vis­ual tone.

• See the po­ten­tial of mov­ing be­yond a mass mes­sage to a tai­lored one.

• Mo­bile as a sec­ond screen to out­door and an in­ter­ac­tion with DOOH is a clever way to ex­tend the mes­sage.

“There’s a great Paul Ar­den line: ‘Stop chas­ing the per­fect brief, it’s the one that’s on your desk right now.’ There are so many ways you can in­ter­act with your mo­bile and out­door. It’s the re­spon­si­bil­ity of the whole agency to ask: ‘What’s the most in­ter­est­ing thing we can do with this space?’”

• DOOH means you can now “tweet” your mes­sage; it’s way more cur­rent and re­ac­tive.

• But brands are not on board with the tech­nol­ogy – it is agen­cies’ job to push clients to be braver.

• And me­dia agen­cies should push cre­atives to get into more in­ter­est­ing, di­verse spa­ces.

• Cre­atives see the op­por­tu­ni­ties of DOOH, but there are al­ways chal­lenges with some­thing new, es­pe­cially tech­ni­cal.

• We linked the Ocean in­ter­na­tional dig­i­tal screens to bring to life the ‘March for Gi­ants’ cam­paign to tackle and talk about the plight of the ele­phant [a win­ner in the 2016 Cam­paign and Ocean dig­i­tal cre­ative con­test].

• The com­pe­ti­tion was an op­por­tu­nity as it was not some­thing you can do any day in any old space.

“Most cre­atives have a ‘bot­tom drawer’ full of ideas that would play out in DOOH. Some­times in the cre­ative process, it’s bet­ter not to know what the tech­ni­cal lim­i­ta­tions are and just worry about the idea. Then you can work with smart cre­ative tech­nol­o­gists, devel­op­ers and me­dia part­ners to see how it can be de­liv­ered.”

• Where DOOH gets ex­cit­ing is in its abil­ity to con­nect to other dig­i­tal de­vices and of­fer a per­sonal ex­pe­ri­ence. • The goal is to get peo­ple talk­ing about the brand and the idea – play­ing with it and touch­ing it. Then you get nat­u­ral shar­ing.

• The tech does not have to be new. It is the idea that con­nects it to peo­ple and gets the re­sponse.

• As ad plat­forms be­come more so­phis­ti­cated on dig­i­tal de­vices, so peo­ple will ex­pect the same from DOOH screens.

• Tech­nol­ogy is an en­abler. Peo­ple do not think about the tech­nol­ogy be­hind some­thing – un­less it fails. It is the emo­tional ex­pe­ri­ence it de­liv­ers.

• The idea will al­ways be the most im­por­tant thing.

“We are peo­ple of the screens. Dig­i­tal out-of-home is a huge op­por­tu­nity for cre­atives and clients – if they can nail it. I like an idea to be like a Tro­jan horse that storms the citadel – be­fore you know it, it has made you love, it has con­nected with you and it has charmed you.”

• It’s not about shiny new ob­jects and new tech. It is about the imag­i­na­tion that you can use with tech­nol­ogy.

• Screens are mul­ti­sen­so­rial. What is the mu­sic, the smell, the ex­pe­ri­ence?

• You need great idea – a fairy­tale such as Bri­tish Air­ways’ “Visit Mum” that makes the heart soar.

• We need clients to take a lit­tle risk – not a big one, but a cal­cu­lated one – to go fur­ther, rather than be­ing sat­is­fied with an idea as it is.

• New ideas are driven by the au­di­ence, not by cre­atives. • The au­di­ence to­day is so pow­er­ful it can make you in­cred­i­bly fa­mous – or click you to death, if you’re not care­ful. Hence the fear.

• No mat­ter how big or small the screen, you need an in­cred­i­ble idea. Oth­er­wise, it’s wall­pa­per. The screen is the en­abler.

Anna Carpen ECD 18 Feet & Ris­ing Ben Tol­lett group ECD Adam & EVE/DDB Bruno Bertelli global CCO, Publi­cis World­wide Publi­cis

Tham Khai Meng co-chair­man & world­wide chief cre­ative of­fi­cer Ogilvy World­wide Ni­cholas Hul­ley copy­writer & Nadja Loss­gott art di­rec­tor AMV BBDO Aaron Goldring ECD Part­ners An­drews Aldridge

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.