This week we look at the Value of Creativity, namely the value of cross-media integration and the importance of media and creative agencies working collaboratively towards a common goal.
When we consider ‘integration’ across today’s media
platforms, it is apparent that the concept itself is somewhat confused. For a start, the boundaries between out of home
media, experiential, social, mobile and digital are blurred making it difficult
to separate them in some cases. Long gone are the days when advertisers could
only use these channels in isolation, instead they can now create larger, more
impactful and engaging user experiences. One particular campaign that explored
these boundaries was CBS’s very own Look
for Longer campaign which was activated in October 2012.
The campaign was launched on 50 x LU 48 sheets (rate card
value £85,750) from which consumers were prompted to complete a challenge
online by submitting the various LU tube station names from which they could
see in the image. They were also prompted to share the campaign and clues with
others via #lookforlonger.
A question was raised – ‘can an outdoor campaign really
integrate social media in a measurably successful way?’ The results were
impressive. The site received just under 300,000 unique visitors, 30% of which
accessed the site from a mobile device, with over 12 million answers submitted.
When asked where they had heard about the campaign, just 24% stated that it was
from an Underground ad – 30% discovered it via social media and 34% via word of
mouth. There were 97 forums created and it was mentioned on 46 blogs, resulting
in £238,619 social earned media and £65,657 PR coverage value. The conclusion,
get your campaign in front of the right audience and your message travels further.
Onto the importance of agency collaboration - is there now
more of a need than ever for media agencies to be directly involved in creative
strategy? In order to make the best of new Out of Home platform technologies
and pick‘n’mix targeting opportunities, digital panel creative requirements are
surely more complex than static images or rotating executions – or at least,
they could be.
One media owner already hinting at the value of this collaboration
is JCDecaux, who have devised a relatively new initiative known as ‘Hack Day’. This allows creative agencies, and
more recently encouraged media planning agencies, to test the way advertisers
can use digital to its full advantage. Essentially, JCDecaux would give the
agencies access to a full or half days’ worth of digital inventory to test what
they can do.
of this was Spotify who ran a localised campaign last year off the back of the
campaign went live across handpicked National transvision screens, broadcasting
localised updates of musical highlights that were trending for each
city/station. While the creative differences were fairly minor, it certainly
opens doors to what could be achieved more visually when media planners and
creatives work together.
Taking into consideration the potential for creative ideas, innovative use
of formats and insightful business strategy, it is up to us as an agency to
utilise these to the full by integrating, where relevant, the ‘full spectrum’
of agency services.
The idea of ‘packaging’ campaign proposals by
strategy (rather than separable lines on a media schedule that can be selected
like a shopping list) would enable agencies to incorporate various channels and specialisms to demonstrate their ability to
manage all areas of a campaign in unison, not to mention getting the best insight
and imaginative ideas from various specialist teams.
The Huffington Post outdoor campaign, which won the Clear
Channel Outdoor Planning Awards in 2012, had the potential to integrate Total Media
services but, as the idea of using a live Twitter feed within digital out of
home was in its infancy (this was in fact a media first), there were reasons as
to why this wasn’t achievable on this occasion.
These stumbling blocks will more than likely occur when building
a similar package of this calibre but by taking learning’s from The Huffington
Post campaign, we could look to bring our social team to the forefront in the managing
the social feeds and service integration for future social/out of home campaigns.
When planning an ‘outdoor campaign’ going forward, the
question should now be: how can we
utilise our other specialist services to make this better?