6 foundations of great digital creative

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6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose

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The presentation below was presented today to in NYC at the Ad Age Digital Conference 2010 by a nervous Ashley Ringrose who in Sydney time did this at 7am. Thanks to the Ad Age team for the opportunity to speak and their support.

TRANSCRIPT

Page 2: 6 Foundations of Great Digital Creative

DISPLAY ADS?!SOOOO 2004#needsmoresocialmedia

Page 4: 6 Foundations of Great Digital Creative

SORRY STEVE, IT’S MUCH MORE THAN JUSTINTERACTION + EMOTION (VIDEO)

Page 5: 6 Foundations of Great Digital Creative

THERE ARE 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE

Page 6: 6 Foundations of Great Digital Creative

WHICH NO OTHER MEDIUMCAN OFFER SIMULTANEOUSLY

Page 7: 6 Foundations of Great Digital Creative

INTERACTIVE1

IS THE IDEA?

Page 8: 6 Foundations of Great Digital Creative

REWARD THE USER FOR CLICKING

Page 9: 6 Foundations of Great Digital Creative

“INTERACTIVITY INCREASES

BRAND RECALL 63% MORE THAN NON

INTERACTIVE ADS”

*Barnum Sulley Research 2010

Page 10: 6 Foundations of Great Digital Creative

“TELL ME AND I'LL FORGET; SHOW ME AND I MAY

REMEMBER; INVOLVE ME AND I'LL

UNDERSTAND.”

ANCIENT CHINESE PROVERB

Page 11: 6 Foundations of Great Digital Creative

“TELL ME AND I'LL FORGET 86%;

SHOW ME AND I MAY REMEMBER 19%;

INVOLVE ME AND I'LL UNDERSTAND 63%”

UPDATED CHINESE TWEET

Page 12: 6 Foundations of Great Digital Creative

CP+B [US]Agency:

Interactive

Page 13: 6 Foundations of Great Digital Creative

Bridge [US]Agency:

Interactive

Page 15: 6 Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLE

12

IS THE IDEA?

Page 16: 6 Foundations of Great Digital Creative

Weapon 7 [UK]Agency:

Customizable

Page 18: 6 Foundations of Great Digital Creative

Tribal DDB [UK]Agency:

Customizable

Page 19: 6 Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUAL

123

IS THE IDEA?

Page 20: 6 Foundations of Great Digital Creative

Mediafront [NO]Agency:

Contextual

Page 22: 6 Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAINING

1234

IS THE IDEA?

Page 23: 6 Foundations of Great Digital Creative

Soap [US]Agency:

Entertaining

Page 25: 6 Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLE

12345

IS THE IDEA?

Page 26: 6 Foundations of Great Digital Creative

YOU CAN’T PLAY WITH

A TV AD FOR 5 MINUTES

Page 30: 6 Foundations of Great Digital Creative

INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLEUSEFUL*

123456

IS THE IDEA?

Page 31: 6 Foundations of Great Digital Creative

Useful!

Page 32: 6 Foundations of Great Digital Creative

Useful?

Page 33: 6 Foundations of Great Digital Creative

Holst Digital [UK]Agency:

Useful

Page 34: 6 Foundations of Great Digital Creative

Agency.com [US]Agency:

Useful

Page 35: 6 Foundations of Great Digital Creative

USEFUL ADS?

OR

USEFUL | ADS

Page 36: 6 Foundations of Great Digital Creative

#1 REASON DIGITAL IS BETTER

THAN ADVERTISING?

Iain Tait, Poke UK

Page 37: 6 Foundations of Great Digital Creative

WE DON’T HAVE TO DO ADVERTISING

Iain Tait, Poke UK

Page 38: 6 Foundations of Great Digital Creative

BRIEF FOR SOLUTIONS,NOT ADS

Page 39: 6 Foundations of Great Digital Creative

JUST FOR STEVE JOBSEMOTIONAL

Page 40: 6 Foundations of Great Digital Creative

BBH [UK]Agency:

Emotional

Page 41: 6 Foundations of Great Digital Creative

YOU FORGOT WHAT THE INTERNET WAS

BUILT ON!

Page 42: 6 Foundations of Great Digital Creative

Grand Union [UK]Agency:

Sex!

Page 43: 6 Foundations of Great Digital Creative

FINALFINAL THOUGHT THOUGHT

Page 44: 6 Foundations of Great Digital Creative

WHY ARE AGENCIES WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)(ADVERTISING, DESIGN, MEDIA)

HAVING TROUBLE HAVING TROUBLE DOING DIGITAL WELL?DOING DIGITAL WELL?

Page 45: 6 Foundations of Great Digital Creative

THINK DIFFERENTFOR DIGITAL

Page 46: 6 Foundations of Great Digital Creative

UNDERSTAND PEOPLE,THEN TECHNOLOGY

Mark Pollard, McCann Sydney

Page 47: 6 Foundations of Great Digital Creative

Thank you

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