In an increasingly crowded platform, simplicity and creativity will set you apart.
💡 Simplicity
When it comes to media buying, we consider reach, frequency and attention, but another thing that plays a crucial role in effectiveness is ad duration.
While there's no perfect optimal ad duration, as it depends on context, creatives and other factors, brands should keep it as short as possible when it comes to paid media. After all, cutting your ad from 30 to 15 seconds can double your spots, and significantly increase reach and frequency, within the same budget.
A study found that a 30-second TV ad achieves around 14 seconds of attention anyway. Source: https://lnkd.in/gxiDC8fy.
💡 Creative
Other than being original, this campaign below ticks all the boxes for right-brain targeting (System1), which is responsible for sustained attention and a driver of brand-building effectiveness, as shown in Orlando Wood's book Look Out or article here: https://lnkd.in/gj3xxGg7.
✅ A clear sense of place
✅ One scene unfolding
✅ Characters/Animals
✅ Dialogue
✅ And extra point for localisation
So say less when you can, and speak to the right/emotional brain for greater long-term effect.
Well done to all involved.
#marketingeffectiveness #advertisingeffectiveness
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So proud of this.
26 individual, stop-motion films for our friends at Telstra, to launch our ‘better on a better mobile network’ campaign.
Made in partnership with +61 and OMD Australia, each spot is built around a specific location in Australia and the uniquely idiosyncratic characters who live there, and benefit from better mobile coverage.
Cast from a wide variety of authentic Australians from all over the country, the characters come to life as everything from a father and son krill and blokey wattle flowers, to larping Tasmanian Devils and teenage goth cockatoos.
Attached here is the 26 spot compilation. More to follow...
Massive thanks to our director Jeff Low from Revolver and animation director Tobias Fouracre along with all the other amazing puppet makers, puppeteers and set designers who helped bring it to life.
It’s been a huge production endeavour with too many folks caring hard to thank here, but big shout out to all of you.
Brent Smart Alita McMenamin Anna Jackson Vanessa Burr - thank you for your trust and support.
Cass Jam Emma Wright Mark Carbone Hanne Haugen Toby Hussey
Pip Smart Michael Ritchie Caroline Kruk Citizen Jane Casting Jan Pawel Kamas MRICS the Editors Electric Theatre Collective Rumble Studios Mrs Walker
Visual Effects Artist
3wKeep moving mountains ⛰️, fantastic work 👌