Remixed advertising and the next creative revolution

REMIX ADVERTISING

INFUSION - 13 NOV, 2008

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Planner and concept developer at Daddy, a swedish digital agency

Co-founder of Burt, a software company developing creative tools

GUSTAV VON SYDOW

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LEGO STYLE INNOVATION AND THE KNEX WARS

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by

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LEGO STYLE INNOVATION

by

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THE PERPETUAL AWESOMENESS MACHINE

INNOVATE SHAREBLUEPRINT

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MY REMIX

THIS TALK

by

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IT’S SIMPLY OLD BEHAVIORS AMPLIFIED BY NEW TECHNOLOGY

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IT’S A QUESTION OF:

BUY THIS VS. DO SOMETHING

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THE REMIXES WITH THE MOST IMPACT ARE MADE UP OF THE

STUFF WE ALREADY KNOW

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THE MASHUP

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+ =

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TECHNOLOGY IS GETTING MORE ACCESSIBLE.

WILL MASHUPS BECOME THE NEW BLOGS?

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”DESIGN PATTERNS”

JUST ANOTHER REMIX

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SO, WHERE ARE THEADVERTISING PATTERNS?

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THERE ARE NONE.

TO A LARGE EXTENT GREAT ADS ARE ”ANTI-PATTERNS”

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THERE ARE NONE.

TO A LARGE EXTENT GREAT ADS ARE ”ANTI-PATTERNS”

GREAT ADVERTISING IS ABOUT BREAKING THE RULES.

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"Rules are what the artist breaks; the memorable never emerged from a formula."

Bill Bernbach

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BREAKING THE RULES IN THE 60’s SPARKED THE CREATIVE REVOLUTION

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HOW DID BERNBACH BREAK THE RULES?

1. IT WAS HONEST

2. BASED ON INTUITION, NOT PRE-TESTING

3. IMAGINATION TRUMPS RESEARCH

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IF THERE ARE NO RULES, HOW DO WE KNOW WHAT WORKS?

EXPERIMENTGET REAL

GET FEEDBACK

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“RELEASE EARLY, RELEASE OFTEN”

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NO OTHER PLACE IS THIS IDEA MORE CRUCIAL THAN ON

SOCIAL NETWORKS

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by

PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

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by

PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

FIERCE COMPETITION FOR ATTENTION

FROM BOTH BRANDS AND USERS

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by

PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

GREAT ADDITIONS TO THE MARKETING MIX

BUT NOT SCALEABLE

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CONTENTTravel & Leisure sites etc

CONVERSATIONFacebook etc

by

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TARGETING NIRVANA

DEMOGRAPHICS

PSYCHOGRAPHICS

GEOGRAPHICS

SOCIAL STATUS

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IT’S NOT THE TARGETING

ATTENTION AND IMPACT IS THE BOTTLENECK.

by

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CREATING IMPACT BY REMIXING HOW WE USE TARGETING DATA

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Reactive advertising is mass-customizing how ads look and behave based on the

unique conditions of each exposure.

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In a wider sense – reactive advertising is about using data and variables to enhance messages in a creative way – just like we

use sound, graphics and interaction.

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by

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GOT A TV SCHEDULE? GREAT!LET’S MAKE AN AIRLINE CARRIER AD!

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by

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by

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by

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MESSAGE BASED ON THE FOLLOWING VARIABLES:

1. The user’s closest airport2. Local time

3. Flight time-table4. What’s on TV

Not many copywriters pull this off.

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COPYWRITERS DON’T THINK IN CODE.

DEVELOPERS DON’T THINK IN COPY.

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CopyBox. THE COPYWRITER’S PHOTOSHOP

by

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CREATIVE REVOLUTION 2.0

WHEN?

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FROM WHO TO HOW

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DIGITAL LIVE EVENTS:

THE ADVERTISER AS DJ

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CASE STUDYANDY THE BOT

FROM “SAYING” TO “SHOWING”

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“Kids aren’t rebelling against marketers, they want to be marketers”

Rana Reeves, Shrine

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THE LESSONS OF REMIX CULTURE:

INNOVATE THRU ASSEMBLY

RELEASE EARLY, RELEASE OFTEN

PREPARE TO BE REMIXED

CREATE TO BE SHARED

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THANKS!

www.daddy.sewww.byburt.com

www.copyboxapp.com

twitter.com/vonsydowgustav.vonsydow@daddy.se

vonsydow@byburt.com

tisdag, 2009 februari 10