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Gustav von Sydow talks on Infusion Amsterdam '08 about the concept of remix to create novel ideas, how this extends to advertising and how remixed data will power the next generation of ads.
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REMIX ADVERTISING
INFUSION - 13 NOV, 2008
tisdag, 2009 februari 10
Planner and concept developer at Daddy, a swedish digital agency
Co-founder of Burt, a software company developing creative tools
GUSTAV VON SYDOW
tisdag, 2009 februari 10
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
tisdag, 2009 februari 10
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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by
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
tisdag, 2009 februari 10
THANKS!
www.daddy.sewww.byburt.com
www.copyboxapp.com
twitter.com/[email protected]
tisdag, 2009 februari 10