Online advertising - cases from Cannes 2008

ONLINE: Where are we now?

Paul Clements
creative director

TBWA

Friday, February 20, 2009

TBWA


A wallpaper to play your life on - Apple case

BUT HOW DID WE GET THERE?

“well online anyway”

TBWA



The web was born
Sir Tim Berners-Lee
‣

6 August 1991 in a back room
‣
of the European Organization
for Nuclear Research (CERN)
Primo II - first server
‣

httpd (HyperText Transfer
‣
Protocol daemon)

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quot;Conseil Europeen pour la Recherche Nucleaire,quot; and is now called quot;European Laboratory for Particle Physics.

The world wide web (W3) is a wide-area hypermedia
information retrieval initiative aiming to give universal
access to a large universe of documents.

TBWA


Is that not a briefing for Google

Origin of the name quot;Googlequot;
From time to time I read or hear stories of the origin of the search engine and company name quot;Googlequot; that are incorrect, which prompts me to write this brief account, based on my understanding of the genesis of the name. The source of my information is my friends and colleagues from Wing
3B of the Gates Computer Science Building at Stanford University, where Google was born.
In 1996, Larry Page and Sergey Brin called their initial search engine quot;BackRub,quot; named for its analysis of the web's quot;back links.quot; Larry's office was in room 360 of the Gates CS Building, which he shared with several other graduate students, including Sean Anderson, Tamara Munzner, and
Lucas Pereira. In 1997, Larry and his officemates discussed a number of possible new names for the rapidly improving search technology. Sean recalls the final brainstorming session as occurring one day during September of that year.
Sean and Larry were in their office, using the whiteboard, trying to think up a good name - something that related to the indexing of an immense amount of data. Sean verbally suggested the word quot;googolplex,quot; and Larry responded verbally with the shortened form, quot;googolquot; (both words refer to
specific large numbers). Sean was seated at his computer terminal, so he executed a search of the Internet domain name registry database to see if the newly suggested name was still available for registration and use. Sean is not an infallible speller, and he made the mistake of searching for the
name spelled as quot;google.com,quot; which he found to be available. Larry liked the name, and within hours he took the step of registering the name quot;google.comquot; for himself and Sergey (the domain name registration record dates from September 15, 1997).

and it grew...
3 years after its birth the web
‣
grew with a rate of 341,634%
www became the fastest
‣
growing protocol ever with the
number of hosts doubling yearly
by 2000 there where 304
‣
million people with access Live info?

today we have over 1.5 billion
‣
TBWA


Welcome to the 21st Century. You are a Netizen (Net Citizen), and you exist
as a citizen of the world thanks to the global connectivity that the Net gives
you. You consider everyone as your compatriot. You physically live in one
country but you are in contact with much of the world via the global computer
network. Virtually you live next door to every other single netizen in the world.
Geographical separation is replaced by existence in the same virtual space.
...

We are seeing a revitalization of society. The frameworks are being
redesigned from the bottom up. A new more democratic world is becoming
possible.

Michael Hauben 1992: Author of the net and netizens

TBWA


the colt 45 for the late 20th century ... the great equalizer!

16 years later...
face-to-face conversations
‣

TV & film streams
‣

Music downloads
‣

Gaming
‣

voting
‣

Shopping
‣

Social networks
‣
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However the essence of the web hasn't
changed. We still connect to the internet
to retrieve information.

The way we interact with that information
has however dramatically evolved.

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There are of course teething troubles
1999 it all went boom!
‣

5 trillion dollars
‣

A lengthy recession
‣

the survivors had mostly based
‣
their business on traditional
models (Amazon, eBay etc)

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Coming of age
Commerce is working again
‣

Downloads are expected to be free
‣

The internet has become an instrument of lifestyle
‣

Companies think digital more and more from the start
‣

Users today use more time online than any other media
‣

TBWA


The explosion of Blogs and Wikis over the last 5
years is taking the web back to Berners Lees’ original
vision of a decentralized information resource.

User generated content is feeding the next big growth
and simultaneously the development of technology
allowing us top do more and more at home.

TBWA


NOW IT’S NOT ONLY ABOUT WHO HAS
GOT THE BEST DEAL

BUT INSTEAD

WHO’S GOT THE BEST DEAL AND THE BEST
DELIVERY METHOD

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TBWA


SO BECOME A MEDIA ARTIST

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How should my brand behave in media?
What are the strengths, weaknesses and social currency of this media?
What does this media do best? What is this media’s conventional role in the mix?
(How did we used to use it? Can it be used differently?
the medium What penetration/adoption/usage shifts has it undergone or is it undergoing?
How can this space be a media for our brand?

audience understanding How is our audience using (digesting) this media now?
What role does this media play for them in general? In this category?
What are the 'currencies' in this media that our audience values?
Can we leverage an audience insight in this environment?

brand pov What does our brand believe in, and value?
How do those values translate into behavior?
How can the brand “BE” itself in this media?

filter for
if not ideal, how can the media be changed so the brand can “BE” itself?

idea What is the specific creative opportunity for our brand, to connect to our audience, in this media?
How does this idea leverage an audience insight or trade in the currencies important to this audience?
Can we articulate what the ROI: Return on Idea will be?
Can we measure what matters?

TBWA


Schools out, so what did we learn?

Cannes lions 2008

TBWA


Don’t let your brand be like the
moonwalking bear!

TBWA


When it comes to creating campaigns
today, “business as usual” just aint
gonna do it today!

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After all a definition of insanity is
doing the same thing again and
again expecting different results.

TBWA


So how is it to run a campaign today?

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What can we learn from
the Grand Prix winners?

TBWA


UNIQLOCK
Websites & Microsites - Clothing, Footwear & Accessories

TBWA

It's a fusion of dance video routines, time signal music and clock utility.
The video sequence and the clock display intervenes one another every 5 seconds,
while the time signal music seamlessly connects the two.
The infinite video sequence appears randomly and endlessly.
Viewers are eager to see what happens next.
The clock intervals also give the full-screen videos time to re-load.
It's an artistic expression that serves utility as well as technical necessity.
It’s a 24/7 presentation of UNIQLO clothing.
In summer, dancers dress in DRY POLO SHIRTS.
In fall, they change into CASHMERE SWEATERS.
At midnight, UNIQLOCK goes to sleep mode.
Every hour, there is a special sequence.
It even has an alarm function.
They can use the mini-version of UNIQLOCK on their own blog.
The website maps out all the users on the world map,
visualizing the world’s UNIQLOCK experience.

UNIQLO CLOCK, UNIQUE CLOCK, UNITED CLOCK...

In short, UNIQLOCK

S-OL
Online Advertising - Publications & Media

TBWA

The aim of the campaign is to create attention and generate interest in the new S-OL website, one of Norway's largest News/info/entertainment portals. The communication needed to be solidly rooted in S-OLʼs personality and the product sol.no. S-OL guides you and
keeps you updated with a friendly smile. Separation from the competition, standing out in the crowd and taking advantage of the internets capabilities where critical to the concept of this campaign.

The concept “S-OL Comments” - is banner ad unit space used as an outlet for on news and articles related to the content found on sol.no

The copywriters monitor the websites where the current media placement is live and create and update commentary on the ﬂy day and night. 3 copywriters take it in turn in the commentary chair producing, in the initial phase 200 hours of content for the front pages of
Norway's largest news websites. So far 3000 adverts have been created and published via a custom tool created with the Flash media server. Content is written with a pen tablet, maintaining the human touch.

Year Zero
Viral Advertising - Viral Marketing

TBWA

http://en.wikipedia.org/wiki/Campaign_timeline_of_the_Year_Zero_alternate_reality_game

http://www.ninwiki.com/Year_Zero_Research

http://en.wikipedia.org/wiki/Year_Zero_%28alternate_reality_game%29

In an interview with Kerrang! magazine, Reznor hinted that the album was quot;part of a bigger picture of a number of things I'm working on.quot;[3] In February 2007 fans discovered that a new Nine Inch Nails tour t-shirt contained highlighted letters that spelled out the words quot;I am trying to believequot;.[2] This phrase was registered as a
website URL, and soon several related websites were also discovered in the IP range, all describing a dystopian vision of the fictional quot;year 0000quot;.[2] It was later reported that 42 Entertainment had created these websites to promote Year Zero as part of an alternate reality game.[8]
The Year Zero story takes place in the United States in the year 2022; or quot;Year 0quot; according to the American government, being the year that America was reborn. The United States has suffered several major terrorist attacks, and in response the government has seized absolute control on the country and reverted to a Christian
fundamentalist theocracy. The government maintains control of the populace through institutions such as the Bureau of Morality and the First Evangelical Church of Plano, as well as increased surveillance and the secret drugging of tap water with a mild sedative. In response to the increasing oppression of the government, several
corporate, government, and subversive websites were transported back in time to the present by a group of scientists working clandestinely against the authoritarian government. The websites-from-the-future were sent to the year 2007 to warn the American people of the impending dystopian future and to prevent it from ever
forming in the first place.[9]
The Year Zero game consisted of series of websites, phone numbers, e-mails, videos, MP3s, murals, and other media that expanded upon the fictional storyline of the album. Each new piece of media contained various hints and clues to discover the next, relying on fan participation to discover each new facet of the expanding
game. Rolling Stone described the fan involvement in this promotion as the quot;marketing team's dreamquot;.[10] Reznor, however, argued that quot;marketingquot; was an inaccurate description of the game, and that it was quot;not some kind of gimmick to get you to buy a record – it IS the art formquot;.[11]

A spectrogram of the noise at the end of quot;My Violent Heartquot;, one of the tracks on the USB drive found at a concert in Portugal.[12]
Part of this promotional campaign involved USB drives that were left in concert venues for fans to find during Nine Inch Nails' 2007 European tour. During a concert in Lisbon, Portugal, a USB flash drive was found in a bathroom stall containing a high-quality MP3 of the track quot;My Violent Heartquot;, a song from the then-unreleased
album.[12] Another USB drive was found at a concert in Barcelona, Spain, containing the track quot;Me, I'm Notquot;.[13] Messages found on the drives and tour clothing led to additional websites and images from the game, and the early release of several unheard songs from the album.[14] Following the discovery of the USB drives, the
high-quality audio files quickly circulated the internet. Owners of websites hosting the files soon received cease and desist orders from the Recording Industry Association of America, despite Interscope having sactioned the viral campaign and the early release of the tracks.[11][15] Reznor told The Guardian:
The USB drive was simply a mechanism of leaking the music and data we wanted out there. The medium of the CD is outdated and irrelevant. It's really painfully obvious what people want – DRM-free music they can do what they want with. If the greedy record industry would embrace that concept I truly think people would pay for music and consume more of
it.[14]

On February 22, 2007 a teaser trailer was released through the official Year Zero website. It featured a quick glimpse of a blue road sign that said quot;I AM TRYING TO BELIEVEquot;, as well as a distorted glimpse of quot;The Presencequot; from the album cover. One frame in the teaser led fans to a URL containing the complete album cover.[16]
In March, the multitrack audio files of Year Zero's first single, quot;Survivalismquot;, were released in Garageband format for fan remixing. The multitrack files for quot;Capital Gquot;, quot;My Violent Heartquot; and quot;Me, I'm Notquot; were released on April 26;[17] quot;The Beginning of the Endquot;, quot;Vesselquot; and quot;God Givenquot; were released on June 12.[18] In response to
an early leak of the album, the entire album became available for streaming on Nine Inch Nails' MySpace page on April 10.[19]

And some great examples
from the rest of the winners

TBWA


AAATOWN
Websites & Microsites - Financial Services

TBWA


To show how AAA Auto Insurance offers unexpected benefits in unexpected times, we created a website where you can see a crash and replay it from different angles.

HBO VOYEUR
Websites & Microsites - Publications & Media

TBWA

HBOvoyeur.com was the online hub of a multi-platform storytelling experience that invited super-fans to engage with the project as a whole. At centre stage was a film made up of interconnected stories within eight apartments of a random urban dwelling. Each apartment was a single-take performance to heighten the effect of window peeping. If users chose
to explore the cityscape beyond, they found four new stories featuring other city dwellers. In total, there was over two hours of filmed content, a behind-the-story blog (thestorygetsdeeper.com), six custom soundtracks and downloadable extras including screen savers and video for PCs and mobile devices.

MINIMALISIM
Websites & Microsites + Automotive

TBWA

CAMPAIGN DESCRIPTION
MINI has made several new advancements designed to reduce its environmental impact and increase its efficiency. On a global scale, MINI wanted us to highlight each of these technologies in a simple, innovative, and of course, efficient way. Hence, MINIMALISM: An efficient and minimal microsite that provides users with a
waste-free experience and lets them learn about the MINI in the amount of time they have available, right down to the second. After selecting a feature, users are then treated to a series of different vignettes – ranging from 60 seconds right down to one – that explain these complex technologies using minimal and entertaining
animations. That way we don’t waste anything, including people’s time.

NAVIGATION

Just click the little green box to choose a feature. For example, the Auto Start/Stop Function. Now, simply drag the cursor along the time bar to select the desired time. Once that’s done, just click GO. If there’s time to spare, select the 60-second animation. If there isn’t, choose the 30-second version. And for those who feel like
their bladder is about to burst, we suggest selecting the one-second version.

A BLIND CALL
Other interactive digital media

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Cyber Lions
Other Interactive Digital Media
Mobile Advertising, Mobile Phones, PDAs, Etc.
A BLIND CALL
BRAILLELIGA
FOUNDATION FOR THE BLIND
DUVAL GUILLAUME BRUSSELS
BELGIUM

Type Of Entry: Other Interactive Digital Media
Title: A BLIND CALL
Advertiser/Client: BRAILLELIGA
Product/Service: FOUNDATION FOR THE BLIND
Entrant Company: DUVAL GUILLAUME BRUSSELS
Country: BELGIUM
Advertising/Web Design Agency: DUVAL GUILLAUME BRUSSELS
Country: BELGIUM

NON STOP FERNANDO
Websites & Microsites + Banner advertising

TBWA

Brief: Emirates has launched a new route from Dubai to Sao Paulo: the first time any carrier has flown direct from the Middle East to South America. Solution: The non-stop flight between Dubai and Sao Paulo takes 14 hours and 40 minutes. Our idea was to create a character who could talk non-stop about Sao Paulo and Brazil for 14 hours and 40 minutes.
Fernando is our hero and talks non-stop for 14 hours and 40 minutes - no cuts, no cheats, no edits. Watch it all or just type in a specific time code to check it's for real

So just to sum up where we are...

TBWA


Technology > Creativity > People

TBWA


So schools out

TBWA


GET CREATING, CANNES IS
OPEN FOR ENTRIES AGAIN!

TBWA


Thank you

www.linkedin.com/in/clemtbwa

TBWA


Online advertising - cases from Cannes 2008

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