Great campaign and particularly great of interactive part of it for Billboard Magazine by one of most awarded ad agencies in the World - Almap BBDO.
Why I like it and believe it is great campaign? Few quick points rather focusing on interactive par to the campaign:
- Interactive and dynamic, not static. You can influence the result. You have to participate to make it work.
- Eye-catching. Visually attractive and merges technology and self-expression putting the result (not the technology!) in the center.
- Unleashes your creativity. Brand provides you platform (digital canvas) to make your own piece of work, your own unique version of ad rather than saying you what to think.
- Linked with major social platform (http://www.flickr.com/photos/billboardyourself/) to publish and share the result of work with others. And to see what other people has done.
- Makes some buzz. At least in advertising community.
- Relevant to the brand.
Besides of that "You are made of music" is such a great insight for music magazine. Because you really are!
Before the very last remark - enjoy the gallery:
"What about GRP and TRP???" would some mass-media age people shout out.
In theses times impact very often is much more important than immediate reach. If there is impact - through involvement, relevancy, creativity and potential to share - reach could follow, sooner or later. If you focus on reach sacrificing impact - at the very best case it will be short-term.
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