Questo post è la sbobinatura (chi non si fida del tastierino dell’iPhone deve ricredersi) della mini-conferenza tenuto dal simpatico ed enciclopedico Stephane Scheyven di Contagious, nella sede del Cristal festival di cui ero giurato nella sezione Interactive. La lascio in inglese per comodità (mia ;-)).
Starting thought: people don’t need advertising. They love services. They adapt to technology.
Advertising shouldn’t feel like advertising. It should dissolve into content. Useful, relevant, entertaining.
Agencies should treat consumers like real people, creating personal experience.
Farfar, Sweden defines itself “The original in time bandit advertising”, since it believes that the best digital agency creates time. Time is more than money: it’s the new layer to reality, where digital life lies in. About time, Philips Carousel commercial lasts 2 minutes but peolpe spend 5 minutes in front of it.
Brands are a network of the unacquainted: linking like minded strangers. And providing branded utility.
An example: Doritos “bring back the slow dance”, phisically approach the person you like: bring slow dancing back multimedia campaign.. Because approaches are now too virtual to be real. That’s understanding humans and giving them something useful for them.
The punchline is no more “what’s in it for me?” but “what’s in it for them?”.