How to persuade the consumer to voluntarily come see you?
In case of HBO Voyeur, the big idea, big enough to be extended on 11 mediums, was HBO’s power of storytelling, whose fictions go beyond the TV screens. Instead of saying that in a commercial, BBDO New York preferred to show it: on the wall of the building, on the mobile phones’ screens, on websites, on blogs.
Can you find an idea just as big irrespective to the brand you are working for? Of course, says Lubars. The next campaign that the creative officer expects to be as well received as “Voyeur” is “Ram Challenge”, made for Dodge Ram and launched in early 2009. The promotion campaign that begins with the central idea of a reality-like program is made up of a series of “webisodes”, where pairs of cowboys, military men, firefighters and contractors race in an obstacle-course driving competition, at the wheel of a Dodge Ram truck.
“I don’t think that a truck is any different from HBO”.
Even if the website of the campaign has been intensely promoted on TV, “Ram Challenge” moulds along Lubars’ line of vision over the future of advertising: a piece of content that people will seek voluntarily. Advertising that is no longer served to you, that you don’t want to avoid but that you come and see willfully. Real entertainment.
And if the consumer comes voluntarily to the advertising, you considerably cut essential spending, especially in times of crisis: media spending.
“That’s why digital is so important, because it doesn’t cost much in media to be on digital. You have to have some kind of good piece of content that people will seek voluntarily. So it really has to be highly creative”, Lubars says. “I think that highly creative companies are the ones that clients go to in a bad time because you got to get your costumer to voluntarily come see you”.
As it happens, BBDO New York is the most creative agency in the world, according to The Big Won (and BBDO Worldwide – the most creative network). Thus, Lubars’ theory applies in this case: recently, BBDO won the creative duties of Starbucks and a part of Hewlett-Packard, victories that, as manager notes, wipe out the loss of Pepsi over TBWA/Chiat/Day, in last year’s fall.
“You can do well on a bad economy if you make smart decisions and people know what you do. That’s where we’re heading”.
Can you find an idea just as big irrespective to the brand you are working for? Of course, says Lubars. The next campaign that the creative officer expects to be as well received as “Voyeur” is “Ram Challenge”, made for Dodge Ram and launched in early 2009. The promotion campaign that begins with the central idea of a reality-like program is made up of a series of “webisodes”, where pairs of cowboys, military men, firefighters and contractors race in an obstacle-course driving competition, at the wheel of a Dodge Ram truck.
“I don’t think that a truck is any different from HBO”.
Even if the website of the campaign has been intensely promoted on TV, “Ram Challenge” moulds along Lubars’ line of vision over the future of advertising: a piece of content that people will seek voluntarily. Advertising that is no longer served to you, that you don’t want to avoid but that you come and see willfully. Real entertainment.
And if the consumer comes voluntarily to the advertising, you considerably cut essential spending, especially in times of crisis: media spending.
“That’s why digital is so important, because it doesn’t cost much in media to be on digital. You have to have some kind of good piece of content that people will seek voluntarily. So it really has to be highly creative”, Lubars says. “I think that highly creative companies are the ones that clients go to in a bad time because you got to get your costumer to voluntarily come see you”.
As it happens, BBDO New York is the most creative agency in the world, according to The Big Won (and BBDO Worldwide – the most creative network). Thus, Lubars’ theory applies in this case: recently, BBDO won the creative duties of Starbucks and a part of Hewlett-Packard, victories that, as manager notes, wipe out the loss of Pepsi over TBWA/Chiat/Day, in last year’s fall.
“You can do well on a bad economy if you make smart decisions and people know what you do. That’s where we’re heading”.