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DRAFTFCBlog is a collaborative blog written by the employees of Draftfcb, one
of the world's largest ad agencies. It's a chance for us to share our thoughts,
insights and opinions on the state of the ad industry and business in general.
Because, let's face it, there's a lot to talk about. To learn more about DRAFTFCBlog, visit our
Terms of Use. |
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5/24/2013By Draftfcb Chicago
Draftfcb continues to celebrate its diversity with an employee reflection on Asian-Pacific American Heritage Month. The U.S. Congress chose May to commemorate the Heritage Month since the first Japanese people immigrated to the United States on May 7, 1843, and to mark the anniversary of the completion of the Transcontinental Railroad on May 10, 1869. The majority of the workers who laid the tracks were Chinese immigrants.
Thanks to Crystal Zhong, supervisor, strategic analytics, Draftfcb Chicago, for sharing with us who she looks up to in the Asian-Pacific American community.
Video 5/23/2013
By Dan West, innovations manager, Draftfcb UK
Hello and welcome to this week's Espresso of Innovation; the hottest news and strongest stories from the world of creativity and technology filtered into a quick shot of inspiration. This week we hadouken you into the battle for gaming supremacy.
This week Microsoft launched the Xbox One. It not only integrates TV, Internet and gaming, but will also measure your heartbeat, recognises your voice and has social incorporated throughout. Xbox sees the future of gaming to be home console entertainment, the best way to fight off the trend of mobile and social gaming.
There is an argument to say that mobile and social is where the future of gaming is as 70% of casual gamers are young women, who have a disposable income or control the family wallet. You can see why many companies are focusing their attentions here. In fact, one of the fastest growing gaming companies is Supercell which focuses on mobile gamers and attracts 8.5 million daily players who play their games an average of ten times per day.
As a testament to the popularity of value, Ouya are launching a console that operates on Android and allows you to play games on a freemium model. It also links up to existing apps so you can play music, listen to radio and stream films all through the console for a fraction of the price of the big boys. Other companies like Nvidia are also jumping on the Android platform with their console Project Shield going on pre-order this week.
It’s not all about the consoles, but the accessories too. People are always looking for more realistic and immersive experiences and the Oculus Rift is set to do this with the demo units shipped last month. Essentially Rift offers commercially viable virtual reality. If you don’t want to put on a pair of goggle glasses then the IllumiRoom might be the option for you as it extends the gaming experience beyond the TV and into your living room.
Not only are the games and consoles themselves big business but so is in game advertising. Forbes magazine predicts that in-game ad spending will increase to $7.2B by 2016 with in game product placement being the future of product placement. In fact, Pizza Hut believes that the family unit is going to spend more time around the console and so they are launching a revolutionary new Xbox 360 app that allows you to customise and order your pizza directly from the console using voice and hand motion interaction.
As we all know, gamers are no longer geeks playing on their own but potentially everyone who owns a mobile phone (remember snake) or a Facebook account. But knowing this is not enough: we can use the psychological insights of why people love gaming, like the brain chemistry of an epic win, to create more engaging and entertaining content. We can now communicate to them in the moment and supply transmedia experiences that go beyond the usual TV, print and digital.
5/20/2013
This short film, created by our Madrid office, is a tutorial for storytelling, brand content and transmedia. It illustrates Draftfcb’s commitment to creating powerful creative ideas that work seamlessly across a variety of media touch points to connect with consumers.
What makes a story great? The type of story that is universally shared and liked across borders?
On May 9, 2013 during Creative Week in New York, Draftfcb sponsored a panel discussion with some of its network’s most creative minds to answer these questions. The seminar, “Advertising Deconstructed: Connecting Across Cultures,” focused on three Draftfcb creative campaigns: The "Oreo Daily Twist," created by Draftfcb New York, UTEC’s water-generating billboard, created by Mayo Draftfcb Peru, and the MINI/SPCA "Driving Dogs" campaign, created by Draftfcb New Zealand.
Each of these campaigns resonated so well with a worldwide audience, that the audience itself promoted and shared the campaigns with others creating a viral momentum that brought the campaigns to new heights.
The Draftfcb panelists included:
- Javier Campopiano, chief creative officer, Draftfcb New York
- Humberto Polar, chief creative officer, Mayo Draftfcb Peru
- Peter Vegas, senior copywriter, Draftfcb New Zealand
Each panelist shared their view on what makes for timeless and creative work including humor, relevance, and an end result that speaks to a sense of humanity.
Creative Week Video 5/17/2013By Martin Talks, president digital UK
Hello and welcome to this week's Espresso of Innovation; the hottest news and strongest stories from the world of creativity and technology filtered into a quick shot of inspiration. This week, we're going wild in the aisles.
Bricks & mortar retail business is under huge pressure and technology sometimes seems to be its enemy. But in fact technology could be offline retail’s saviour. A challenge is to know what technology to invest in when it everything changes so fast. In such circumstances, it is a great help to root oneself in the way consumers make decisions and consider how technology can best be used to persuade them.
There are three key principles of persuasive decision interfaces and in each case digital technology can give the offline retailer an edge:
Immediacy - We are all programmed to respond to immediate information. This goes back to our cavepeople days when a rustle in the bushes could be something you could eat or something that might eat you, so immediate information on rewards are highly motivating. As soon as shoppers come in through the door, retailers can start rewarding them with the Shopkick app. There is even technology that not only knows you're in a store but where you are in that store.
This is very helpful if you're anything like me and can never find those vital pickled onions in a supermarket. It can also act as a powerful recommendation tool and reward you with relevant deals. A similar function which maps your fastest route round the store and analyses nutritional information has been integrated into Google Glass and recently Hellman’s in Brazil used NFC enabled trolleys to suggest recipes and boosted their sales by 68%.
Certainty - For much of human existence, survival has been precarious. If there is a shopping opportunity we are immediately inclined to grab it. That’s why there are so many price comparison schemes being run by supermarkets. Currently they mostly offer money off the next shop, but we don't want “next shop” deals; we want the certainty of now. Step forward real-time pricing within physical stores and Dynamite Data who pipe competitive pricing information into a POS system to allow staff to negotiate prices.
Tangibility - In this world of "hi-tech", "hi-touch" is vitally important. If you can get consumers to experience products in a tangible way, then that can be highly persuasive. Technology can enhance what is possible even in a physical store. Retailers themselves can be helped by finding out what products consumers are touching, whether they buy them or not, using sensor technology.
It is clear that in the age of Big Data, no one should ignore the potential of personalising and curating the customer journey. Consumers are not only walking around with a myriad of connected devices, but can also generate data through thermal and retinal tracking. The Minority Report scenario may not be so far off. To ensure offline retailers make the most of these opportunities, they should apply the principles of persuasive decision interfaces. |
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