six foundations of great digital creative
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6 FOUNDATIONSOF GREAT DIGITAL
CREATIVE
Ashley Ringrose
DISPLAY ADS?!SOOOO 2004#needsmoresocialmedia
SORRY STEVE, IT’S MUCH MORE THAN JUSTINTERACTION + EMOTION (VIDEO)
THERE ARE 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE
WHICH NO OTHER MEDIUMCAN OFFER SIMULTANEOUSLY
INTERACTIVE1
IS THE IDEA?
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
INTERACTIVECUSTOMIZABLE
12
IS THE IDEA?
INTERACTIVECUSTOMIZABLECONTEXTUAL
123
IS THE IDEA?
VariousAgency:
Contextual
INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAINING
1234
IS THE IDEA?
Boondoggle [NL]Agency:
Entertaining
CONCERT
INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLE
12345
IS THE IDEA?
YOU CAN’T PLAY WITH
A TV AD FOR 5 MINUTES
CP+B [US]Agency:
Playable
DM9 DDB [BR]Agency:
Playable
Further Reading
INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLEUSEFUL*
123456
IS THE IDEA?
Useful!
Useful?
Holst Digital [UK]Agency:
Useful
Agency.com [US]Agency:
Useful
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 JOBSEMOTIONAL
BBH [UK]Agency:
Emotional
YOU FORGOT WHAT THE INTERNET WAS
BUILT ON!
Grand Union [UK]Agency:
Sex!
FINALFINAL THOUGHT THOUGHT
WHY ARE AGENCIES WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)(ADVERTISING, DESIGN, MEDIA)
HAVING TROUBLE HAVING TROUBLE DOING DIGITAL WELL?DOING DIGITAL WELL?
THINK DIFFERENTFOR DIGITAL
UNDERSTAND PEOPLE,THEN TECHNOLOGY
Mark Pollard, McCann Sydney
