6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose DISPLAY ADS?! SOOOO 2004 #needsmoresocialmedia Youtube Link SORRY STEVE, IT’S MUCH MORE THAN JUST INTERACTION + EMOTION (VIDEO) THERE ARE 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE WHICH NO OTHER MEDIUM CAN OFFER SIMULTANEOUSLY IS THE IDEA? 1 INTERACTIVE REWARD THE USER FOR CLICKING “INTERACTIVITY INCREASES BRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” *Barnum Sulley Research 2010 “TELL ME AND I'LL FORGET; SHOW ME AND I MAY REMEMBER; INVOLVE ME AND I'LL UNDERSTAND.” ANCIENT CHINESE PROVERB “TELL ME AND I'LL FORGET 86%; SHOW ME AND I MAY REMEMBER 19%; INVOLVE ME AND I'LL UNDERSTAND 63%” UPDATED CHINESE TWEET Interactive Agency: CP+B [US] Interactive Agency: Bridge [US] Interactive Agency: Glue [UK] IS THE IDEA? 1 INTERACTIVE 2 CUSTOMIZABLE Customizable Agency: Weapon 7 [UK] Customizable Agency: DM9 DDB [BR] Customizable Agency: Tribal DDB [UK] IS THE IDEA? 1 INTERACTIVE 2 CUSTOMIZABLE 3 CONTEXTUAL Contextual Agency: Mediafront [NO] Contextual Agency: Various IS THE IDEA? 1 2 3 4 INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING Entertaining Agency: Soap [US] Entertaining Agency: Boondoggle [NL] CONCERT IS THE IDEA? 1 2 3 4 5 INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE YOU CAN’T PLAY WITH A TV AD FOR 5 MINUTES Playable Agency: CP+B [US] Playable Agency: DM9 DDB [BR] Further Reading IS THE IDEA? 1 2 3 4 5 6 INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE USEFUL* Useful! Useful? Useful Agency: Holst Digital [UK] Useful Agency: Agency.com [US] USEFUL ADS? OR USEFUL | ADS #1 REASON DIGITAL IS BETTER THAN ADVERTISING? Iain Tait, Poke UK WE DON’T HAVE TO DO ADVERTISING Iain Tait, Poke UK BRIEF FOR SOLUTIONS, NOT ADS JUST FOR STEVE JOBS EMOTIONAL Emotional Agency: BBH [UK] YOU FORGOT WHAT THE INTERNET WAS BUILT ON! Sex! Agency: Grand Union [UK] FINAL THOUGHT WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA) HAVING TROUBLE DOING DIGITAL WELL? THINK DIFFERENT FOR DIGITAL UNDERSTAND PEOPLE, THEN TECHNOLOGY Mark Pollard, McCann Sydney Thank you bannerblog.com.au slideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog