Digital Advertising is a medium being used a lot recently:
A great example of digital media in action with Playstation Campaign.
Reading material expresses several points about ‘drivers of alternative advertising’ and how there are variety of different advertising mediums emerging through the past few years like ambient and experimental, but also expressing how word-of-mouth is still the most powerful tool of communication.
Proximity. Exclusivity, Invisibility, Unpredictability being four factors to consider when producing our work and creating a successful campaign that communicates our ideas well.
1. BE PERSONAL.
2. GO WHERE THE COMPETITION ISN’T
3. MAKE THE BRAND INVISIBLE
4. BE UNPREDICTABLE
Looking at the factors within out group (Michael, Dimitri) we have decided to keep the idea of ‘exclusivity’ within out idea, and we ought to keep the car app concept exclusive to ‘Be Car’ and creating a buzz worthy campaign through all mediums especially exploring avenues where competition such as Nissan Leaf , Toyota Auris and other electric cars, aren’t advertising. to think where have the missed out in terms of potential interest and we concluded to be focused within the city and using ‘city lifestyle promoting in areas like restaurants, cafes, bars…identifying our key consumer is vital to producing a great campaign and analysing our consumer behaviours in order to understand their traits and habbits in order to create a good campaign. The brand doest need to be ‘visible’ as such but a buzz about the idea needs to be created. We dont want to go down the obvious route of advertising a car and whats in the car. its been done. we want to create a buzz, without mentioning the fact its a car more of an idea as this would hit all 4 nails on the head, ambiguity of the brand, unpredictable route and rather risky if not pulled of well it could completely fail and the audience would not understand or it could fuel an vast campaign that propells the brand into stardom and breaks boundaries. the idea of personalisation is also key not only to advertising but to the concept that we will brainstorm-
Over the past 25 years there has been drastic movement within advertising not only the construct and ideas, but also in which mediums they are expressed.
Traditional mediums such as Print, Radio had evolved drastically although still dominant in culture used as a contributing factor of an camapaign.
Print ads have evolved digitally and the creation of ‘3d’ art work playing with illusion of dimensions.
Although 3d art has been around since 16th century when Italian Renaissance Madonnari and French trompe l’oeil (French for ‘deceive the eye’) painters created stunning murals to decorate the interior walls of luxurious villas. 3d art can also trace it’s routes further back to ancient Greek days when painter Zeuxius (born around 464BC) painted a still life painting so convincing that birds flew down from the sky to peck at the painted grapes. The magic of 3d is created by painting a 2d picture and viewing it from a specific angle to capture the right perspective.
This is an interesting way to advertise, it has a strong cultural viewpoint, and can be positioned anywhere, has an artistic feel and is an interpretation on advertising evolving.
Tasks: 1. On your personal blog, record your thoughts on the changes that have seen Traditional Advertising models give way to new experiential marketing paradigms over the past 25 years.
2. Continue reading the first three chapters of Martin Lindstrom’s ‘BRANDSense’, regularly discussing this content with your fellow group members. Log development of your thoughts and ideas on your personal VCD blog.
3. In your groups, prepare questions on the ‘SPARK’ brief for José Filipe Torres’ briefing session in person next Monday morning.
This Campaign is great its interactive and involving, like a treasure hunt to find the pages to compile into a collection prior to release is something we want to create.
Bee Car Concept found online.
Bee AutomobilesProduct Strategy for the Bee One Electric City Car
The challenge: In the tumultuous automotive sector, developments in low carbon technologies are important, but how do you create a car that is environmentally-friendly and still has mass-market appeal? Bee Automobiles saw a business opportunity in the concept of an electric car as a profitable instigator of change. Our challenge was to define the visual language for their product and turn their vision of a technology-friendly, smart, inexpensive and desirable car into something tangible.
What we did: We worked with their senior management team to develop a business model and a product strategy that could realise their ambitions. By working closely with the company and identifying their core goals, we were able to develop a series of features which maximised the conceptual elements of the project and were feasible for manufacture. The chosen concept underwent rigorous aesthetic development culminating in a quarter-scale fiberglass model which was later shown on the BBC’s Dragon’s Den.The result: A family car that is elegant, practical and ‘light on its feet’, whilst fully utilising the space it takes up. Our model was delivered on time and on budget and included a multitude of innovative lean strategies, from built-to-order manufacturing to top-to-bottom symmetrical door handles that could be used on all four doors. These functions augmented Bee Automobiles’ original concept, enabling highly customised products at a reduced cost.
- Target Group
- The Message-
- The Timing
- The Communication Channels
“The eight techniques of alternative advertising.”