Every brand must have an application these days, or so it seems. To launch its own incarnation of the iPhone app, Toyota turned to UGC and encouraged passers-by to doodle on the prominent Reuters billboard overlooking Times Square in New York.
Billboards have become a secondary medium in recent years. Most brands see them as an add-on, rather than an integral part of a campaign, as they used to be. The type of digital interaction being utilised by Toyota, however, could see billboards regain a place in marketer’s hearts.
Toyota took over the Reuters billboard for a limited 3 day run. Members of the public sketched simple designs on a handily available Prius app, these sketches were then sent directly to the digital billboard and layered over the original display ad for Toyota’s iPhone application. A web cam on the Reuters site allows users to see what is currently being sketched and footage of passers-by interacting with the billboard was seeded onto YouTube. Available to download from the iPhone store, the app allows users to take a virtual tour of the new Prius, compare colours and watch videos – as well as interact with Toyota billboards, of course.
By creating a hybrid advert from the public’s doodles and the original billboard design, Toyota advertised its new app in a way that also promoted the core value of its Prius model.
Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out characters exploding out from the poster, the interlinked billboards are the longest advertising face in the UK. This is the first time in more than a decade that the opportunity to dominate one of London’s most famous outdoor locations has arisen. Located between Heathrow and the West End, this campaign will deliver almost 6 million impacts, according to data from the Department of Transport .
Advertiser name: Twentieth Century Fox Product: Avatar Campaign dates: December - four week campaign Format and weight: Clear Channel Create special build Creative Agency: TEA Media Agency: Vizeum and outdoor specialist Posterscope
The perfect infography must synthetize complex information in a simple visual representation, which is not easy. The following examples take information architecture to another level by making it beautiful.
Branding. In event marketing it’s more than plastering your logo on a pen, sponsoring a lunch or hanging the largest banner allowed by show management over your booth. To truly build a brand that leaves an indelible imprint on the hearts and minds of audiences, event marketers must adopt a more strategic, holistic approach. Think of it this way. People build perceptions through five lenses: emotion, reason, knowledge, personality and experience. It is exceedingly difficult to effectively address these through logos, signage and the like. To truly build a positive brand impression requires the building of trust and relationships. Here are 13 ideas to help you build your brand through broader and deeper audience engagement at your events. Everything Matters: Every touch point with your audience has the opportunity to make or break their perception of your brand as well as your relationship with them. Take nothing for granted. Booth Layout: The look and feel of your booth is a good starting point. Remember, what’s not in your booth is just as important as what is. Keep it open, inviting and comfortable. Signage: Use messaging as a strategic weapon. Adopt a messaging hierarchy for your presence. Consider what your messaging strategy is, and what high level and detailed messaging you will include to draw people into your booth and entice conversation with your staffers. Hint: you don’t have to tell the whole story from across the convention center. Also, the amount of messaging, fontography, and integration with pictures and video is critical. All elements need to work together simply and seamlessly, to tell your story. You have 3-5 seconds. Go! Experiences: Given that one of the key foundations of building perception is experience, you should really focus on this one. Make your events authentic, engaging, interactive and immerse your audience and you’ll go a long way to bolstering brand perception. Storytelling: Use case studies and stories to build positive brand impressions from an audience perspective. Using guest speakers on panels or use video both at the event and online to draw your audiences in and show how your brand addresses their needs and makes them a hero in their own story. Trained Demonstrators: It is true that no one in your company knows your products better than the folks who created them. It is also true that delivering demonstrations based on audience needs (not product features and benefits) presenting ideas effectively in a public forum and engaging audiences in meaningful conversations, is a skill in it’s own right. If your staff is trainable (meaning they could pass as a professional speaker or demonstrator) by all means train them. If not, use them as company and product experts after the pros energize, excite and engage the crowd. Educational Sessions: Whether you are participating in a third-party tradeshow, conference or planning a proprietary event, it’s important to add value to your audiences. In many cases this means offering some sort of education. The tracks you participate in, the type of knowledge you impart, the number of sessions, the quality of the speakers and the breadth and depth of content you provide all say something about your brand. Also, keep in mind that any educational session should be designed so it is entertaining, easily digestible and shareable beyond the session itself. Think about how audiences will use this content in social media. Speaking Opportunities: Like educational sessions, speaking session should be treated as critical for appealing to the emotion, reason and knowledge lenses of your audiences. Work with show producers to secure the most prominent speaking session(s) possible whether through purchasing sponsorships, or building such a reputation in the marketplace for excellence, the mere presence of your rockstar executive will draw crowds to the event. Private Meetings: The most important audiences are those who align themselves with your organization. This is true for prospects, customers, and loyal advocates. Holding special off-floor activities just for them will make them feel special and validate their affinity with your brand. Make sure these activities are of the highest quality, valuable, entertaining and allow for networking with peers. Audience Generation: Aside from “just do it,” remember the type and frequency of touches you have with your potential attendees before the event creates an important brand perception. Here you have an opportunity to show you care about these audiences, which activates emotional triggers. Promotion: Although niche themes for your event can be fun and all, try to resist the temptation of going way off brand. Whatever promotions, gameshows, sweepstakes, giveaways, contests, booth themes, etc. you choose, they should be first and foremost designed to add real value to your audiences. Secondly, they should be aligned with your core brand values and messaging. The promotion should never outweigh the prominence of your brand. here’s a simple trick. Try saying the promotion name with your competitors brand and message as part of the slogan. If it works, it’s not for you. Follow-Through: The speed and authenticity of your follow-up activities with your audiences after the event also have a tremendous impact on brand perception. make sure you have a plan for how to manage hot, warm and cold leads after the event. Ensure any information captured on site about the audience is shared with the sales or field staff responsible for post-event contact strategies. Audiences should be contacted as close to immediately after the event as possible, or they will shop your competition, and you have lost an opportunity to build deep, meaningful relationships, not to mention negatively impacted your return on investment. Social Media Integration: Think beyond the event in terms of audience, content and relationships. Social media activities and audience engagement should be planned for and executed before, during and after the event. An event is a point in time, a relationship lasts far longer. Make sure you participate where your audiences are already congregating. Do your research. It may not be where you think. An event is the best place for audiences to look a company in the eye and become immersed in a ‘brand experience’. Second to this is the pervasiveness of the digital channel in providing interactive ‘brand experiences’ for many audiences. Outside of events, digital marketing provides an experience which engages audiences in a two way conversation with a brand. This often leads to a transaction that is immediately measurable. However, this transaction is far less indelible than a face-to-face conversation which helps build a long term relationship based on shared experiences, a mutual exchange of value, and the building of trust. ------------------- Technologies For Events
Human communication is evolving. What attracts us and motivates us is constantly changing. The way we interact with each other, our communities and the companies we do business with is increasingly complex. Technology is everywhere and can become an insurmountable distraction or a useful tool to help us in driving indelible experiences which last well beyond a single moment in time and spark long-term relationships.
Here are six game-changing technologies that will help experiences and events make more of an impact on audiences and brands alike.
Augmented reality combines visual, three dimensional environments with virtual information creating a hybrid view of the real world and relevant data. Several companies are running to create augmented reality applications for smartphones that will add information to maps, landmarks, people and the like. The most compelling vision of augmented reality however is not from a mobile device, but a wearable computer from MIT. Imagine interpreting attendee, product, brand, speaker, subject matter information instantaneously through an personal projection onto any surface. Other versions could involve audio cues delivered through headphones, or heads-up displays built into eyeglasses. Very cool stuff. Pretty soon, we won’t need to remember anything. First the calculator took away our ability to do simple math, then along came the GPS so we can’t find our way out of the driveway, and now this…
This system uses a camera and facial recognition software to determine the gender, ethnicity and emotional reaction of audiences to advertisements shown on an interactive screen. Using this data, the system can serve up different advertisements based on the audience standing in front of the monitor. Samsung is just scratching the surface here. Imagine using this technology for product demonstrations at a tradeshow, showcasing the most relevant products, features or benefits based on audience demographics or physical reactions. Imagine an entire experience being customized to a single member of your audience based on the same technology. What about speaking sessions? Or interactive virtual events where participants have their webcams on, giving the virtual event producer the opportunity to customize content based on the same information to each screen. Amazing stuff.
As an experiential or event marketer, if you haven’t heard of Kaon Interactive or their V-OSK solutions you may be missing out on some pretty amazing technology. Kaon creates high definition, three-dimensional product models and system demonstrations to help sales and marketing teams illustrate product features and benefits. The V-OSK solution is basically an interactive touch screen that allows users to interact with a virtual product, process or solution. Demonstrations can be self-guided or hosted by a staffer. Key features and benefits can be programmed into each layer of the high-definition, three-dimensional image which can be taken apart or otherwise manipulated to obtain just the right view. This is ideal for use in corporate lobbies, museums, executive briefing centers and tradeshows. I once heard someone define drayage as the best way to move freight the shortest possible distance, at the slowest possible pace for the highest possible cost. A Kaon solution virtually eliminates the need to ship or store products both large and small to events. A game-changer for companies who sell anything from consumer appliances to servers to manufacturing equipment, food processing machinery, medical equipment, or anything else that drives up the cost of floorspace, shipping and drayage. I can see this solution saving some companies millions. Their V-OSK presenter is a great tool for in-depth, interactive presentations for both simple and complex products alike. This can be used for speaking opportunities. Their solution is transferable to the web and e-literature, so once the models are built the ROI on multi-channel distribution is huge. Finally, everything a used does while using a V-OSK is tracked and measurable, helping you to design and develop the most effective demonstrations.
What?! Toy blocks for events?! Yep. These are interactive blocks or cookie-sized computers with motion sensing, neighbor detection, graphical display and wireless communication that can be programmed with calculators, dictionaries, music, etc. Kid’s play, right? Well, partially. I can see Siftables being programmed with more complex data. For example, molecular, atomic, genetic, physics, chemistry, pharmaceutical, biological, ecological, geological, astronomical, electronic, or business-process data. Now we have something very interesting for business and events as a result. Imagine using these interactive blocks as a demonstration or learning tool to tell a story to attendees about what happens when different elements of a (gene, pharmacutical drug, business process, etc.) are moved around or reordered. Add a projector and you can address a mass audience in a very compelling and entertaining fashion. Attendees could each carry around their own siftables and engage in collaborative ideation or problem solving. The possibilities are endless. I am watching these guys closely.
Sure, we’ve all heard of using RFID to track whether or not attendees are sitting in our breakout sessions, but the power of RFID is so much more than that. AllianceTech’s ‘Intelligent’ series of products allows brands to understand attendance, manage leads, create surveys, understand booth and demonstration visits and durations, drive attendee networking and even tie into signage that can be customized for each attendee. What’s more, is I’ve heard AllianceTech is doing some very interesting things tying onsite behavior to pre and post event activities, including social media monitoring for some clients to give a true 360 view of audience behavior. Now that’s powerful. Real-time data which can be used to customize experiences on the fly, and longer-term analytics to create predictive models to drive real, consistent brand performance. I’m looking forward to when RFID is fully integrated into complete event experiences, well beyond intelligent signage. Imagine customized one-to-one signage, demonstrations, sound, video, lighting, temperature, scent, carpet pile, you name it.
Ambient noise is a huge problem at events. Booth theater, speakers, product demonstrations, magicians, gameshows, even the attendees themselves add to the noise pollution and detract from the experience for everyone in the audience. Imagine sound being delivered exactly to the ears of the specific attendee you were targeting. The person to their left or right would not hear the demonstration, only them. Pretty amazing stuff. I’m waiting for active noise cancellation technology to be more effective and efficient in three-dimensional spaces (beyond the more traditional noise-cancelling headphone). It will be very cool when we can step off the tradeshow aisle carpet into a booth and experience total silence.
These are just six of some of the most interesting technologies with event applications I’ve come across. Of course, there’s virtual reality, photo or video activation, mobile applications and many others as well.
Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Tal Raviv
Creative Directors: Sigal Abudi, Nir Levi
Art Director: Guy Laufer
Producers: Guy Laufer, Maya Kushnir
Graphic Designer: Eli Azarzar
Photography: Photo Azi
Published: December 2009
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This print ad from The German Road Safety Organization (DVW) aims to show the importance of wearing seat belts while driving. The message has been conveyed clearly through the meticulous way of art-direction. DVW is an organization which has been working towards greater safety and fewer accidents on Germany’s roads for over 85 years. This print ad aims to bring this message home to German car drivers. The copy reads-Buckling up can save lives.
CREDITS Advertising Agency: Scholz & Friends NRW, Duesseldorf, Germany Managing Director: Niels Alzen Creative Director: Alexander Hansen Art Director: Pia Niehues Copywriter: Leander Schmalfuß Graphics: Stephanie Blaschk, Sebastian Jahrmarkt Photographer: Bsmart Stockholm, Johannes Pöttgens Managing Director: Raphael Brinkert Management Supervisor: Bastian Kühl Junior Account Manager: Holger Hansen Consultant: Jens Lange
One in Nine is a non profit organization in Israel dedicated to make awareness of breast cancer. The name compels further reading of the startling statistics that one in every nine women in Israel will be forced to cope with breast cancer during her lifetime. This campaign for One in Nine, developed by McCann Erickson, Tel Aviv, aims to tell women that they should be more cautious about the attack of breast cancer disease and gives a message that early detection can prevent the disease. As part of this initiative, they launched the campaign in association with several daily newspapers. They took the horoscope page and moved the reading for the Cancer sign several pages back, so that the reader would discover the cancer horoscope earlier than usual. The campaign was signed with “Early detection of cancer can save lives. Get yourself tested”. The campaign is sure to grab the necessary attention. But, there is a slight problem of misleading the readers from what they actually intend to read. Considering the magnitude of the subject, we can leave it. Right?
CREDITS Agency:McCann Erickson, Tel Aviv, Israel VP Creative: Eldad Weinberger Creative Director: Ido Ben Dor, Sigal Abudy, Meiran Pachman Art Director: Guy Laufer Copywriter: Ido Mymon VP Accounts: Hagar Barzelai Account Supervisor: Alona Dekel
