This week's White Paper : Getting your point across in the digital age
Bright Giant : People like adverts (really, they do!)
www.brightgiant.com
by Austin Vernon, Director at Bright Giant
People enjoy good advertising.
When we are making a purchase, we research what products are available. Adverts give us pointers on where to start that research. Great campaigns are funny, emotive, poignant, and unforgettable.
Recent research has shown that a significantly higher proportion of viewers who have Sky+ watch the ads in a break than those who don't have the option to fast-forward them. This is because they are not being forced to watch them, and therefore don’t feel manipulated. They watch them for all the reasons that advertisers want – to be entertained, and informed. Seems simple, doesn't it?
Successful B2C campaigns need to go beyond interesting and innovative, offering more than mere access to products.
At the more extreme end of the scale, look at the viral video campaign for movies such as Cloverfield or The Watchmen.
Towards a common goal
Both of those campaigns engaged people from all the over the world, who had never met each other, to come together and work towards a common goal – wannabe fans who hadn't even seen the films spread the word and created a buzz, leading to massive opening box office takes in both cases.
This people power is the true power of the Internet, and the open source communities are the prime example of this coming together. As the power shifts from the personal computer companies to internet-based organisations, and former industry leaders like Microsoft are usurped by new and bigger behemoths (Google being only the most obvious), the open source community is still the pure, beating heart of the internet. Much of Google's success is due to empowerment.
Anyone can use Google tools on their site – and make money from them. The company also makes no secret of its policy of allowing employees time to work on their personal projects – the results of which have often been fed back into the company's official research and development.
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