Adtech live blog – Big ideas (and why iSpyLevis wasn’t one)
Welcome back to Adtech Sydney.
We’re into the second session, and I’m sitting in on a debate on Big ideas.
9.54am. This session is chaired by Amnesia’s Iain McDonald.
We open with a clip from Mad Men of Don Draper having a big idea for flogging tobacco.
Droga 5’s Sudeep Gohil: “The big idea is now more about multiple ideas.”
“Gone is the day when we as advertisers could dictate a big idea by the force with which we could put it out.”
Soap’s Ashley Ringrose. “You’re better off having ten ideas for ten different target markets.”
Ogilvy’s Brian Giesen. Different ideas work in different places.
We’re playing another video. For the third time this morning (our of about five) the tech guys have forgotten the sound.
The panel is being asked to pick well known ads that aren’t big ideas.
Sudeep chose Carousel, which was for a TV brand. I forget which one though, and it was cut off before the end.
(Uh oh – low battery… there could be a slight interval in this live blogging…)
Sudeep: “I don’t know anybody who worked on it so I can slag it off.”
Ash picks One Green Bean/ Host’s iSpyLevis Twitter campaign, as his choice for something that wasn’t really a big idea.
Sudeep agrees, says it didn’t gather momentum.
Brian says it was interesting but not a big idea.
Sudeep’s choice for a big idea: Joga TV, football ad for Nike in the last World Cup.
As a great big idea, Sudeep points to the music site We Are Hunted and asks why a brand couldn’t have come up with it.
Ash adds: “As brands we should be asking how can we enhance or make people’s lives better.”
Other big ideas examples include the game Farmville from Ash and the Baby Center parenting website which J&J bought.
Tim Burrowes
Linkedin
Sense prevails. It’s about time the Levi’s campaign was called out as “not” a big idea – I was getting tired of hearing it spoken about as if it was some sort of hallelujah moment. It was a fun campaign but its reach was tiny.
User ID not verified.
Great Example: http://vimeo.com/10057219
User ID not verified.