Back when I first started to work in the advertising industry, we understood the power emotions played in creating campaigns that would become part of popular culture and actually motivate people into action; be that to buy something, support something or alter social or professional behaviour. We did it by tapping into their emotional response mechanisms.
It was a time when psychology and sociology influenced ideas and brands were creating effective and iconic campaigns that frequently bridged the gap between art and sales in such a way that they took on a cultural relevancy that brands today, simply aren’t achieving.
People looked forward to the release of a new advertising campaign and friends would talk about their favourite ads in general conversation. Slogans became part of our everyday lexicon and brands actually achieved a love status. As much as digital has a place in youth culture, I’ve never once came home to find one of the children having printed out their favourite banner ad and stuck it on their wall.
However – the emotional purge perpetrated during the digital revolution saw many advertisers sacrifice this human connection between brand and consumer with the result that the media channels themselves have grown to become more important than the brands that are paying to advertise on them. People have stopped crafting brand stories and simply started to churn out emotionless content to fix little boxes on a little grid with little hope of any real engagement.
With many of the world’s most popular social media and search engines now being called out over manipulating their results, the question that many digital advertisers are having to ask is – just how effective is digital and have they been getting the results they were told they were?
For what it’s worth, my view is that digital can be genuinely effective, but brands need to be creating campaigns that people want to be exposed to in the first place and not just force fed. You can’t just bombard people in the hope of wearing them down. We need to create emotional connections with people again – be that making them happy, angry, sad or hopeful about a situation, product or service. When people feel, they act. Apathy is not an option. View digital as one of the many tools at your disposal and not the only one.
As mentioned earlier this week in one of our other posts, two of the most noteworthy campaigns of the past year were rooted in tangible experience that people could see and touch. They elicited real human emotions.
So whilst it might pain some of the digital evangelists out there to admit, we did know a thing or two about brand engagement pre www.
ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
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Every so often we like to share a piece of work that we are particularly proud of. In this instance; that piece is a direct mail campaign created to plug directly into a fully integrated marketing strategy targeting doctors, surgeons and researchers working to understand, treat and cure degenerative neurological conditions including Alzheimer’s and Parkinson’s.
The campaign was aimed to break through the clutter of press and digital banner ads that the audience is traditionally used to being bombarded with and for the most part, block out – especially since the rise in popularity of ad blockers.
The thinking was to create a talking point that would find a permanent place with in the recipient’s office and mind space – not just a temporary impression on their desktop before being deleted.
“We can’t ignore the impact of degenerative neurological conditions so let’s create a campaign that people can’t ignore.”
This tactile approach was created to make people stop and think. It was to promote a human engagement with the objective of solving a human problem that shatters tens-of-thousands of lives every year.
It is also an opportunity to get inside our heads and see how we approach some of the most complex and sensitive subject matters.
We’ll have more on this project and more on our new site – coming soon!
We’ve always known that we are effective Communicators – but now it seems we have the awards to prove it. Designed and cast by the same foundry that make the Oscars®, our three Communicator Awards come from working with great clients who believe in effective communications that push boundaries.
We’ve been waiting for these bad boys to arrive from New York now for a few weeks now, so pretty excited to finally have them in our hands.
OK. So last Thursday night we had to go to the 2013 An Post Integrated Direct Marketing Awards in Dublin. We were the only agency from Northern Ireland that had been shortlisted. This left us with a problem. How do we amuse ourselves for 2 hours on the car journey there?
We decided to create a diary of the journey and the exploits of our Creative Muse…
…Meet Boris, the original Creative Monster and the inspiration behind our now award winning ‘Unleash Your Creative Monster’ campaign.
Boris wasn’t always this fortunate however. When we first found him back in 2012, he was rummaging through some old concepts in our studio. Like many of his kind, Boris had been ignored by other agencies before escaping and finding his way to The Mission; attracted by the scent of great ideas and the lights burning into the small hours of the morning.
A little T.L.C., and some belly rubbing and Boris was soon part of our team. We found that the more great ideas we fed him, the more of his kind turned up. Pretty soon we were overrun by Creative Monsters.
So we began to release them back into the wild. We tracked down hundreds of brand and marketing managers and soon we were Unleashing Creative Monsters all over the world.
Our release programme proved a massive hit. Within weeks Creative Monsters had been unleashed in New York, Los Angles, Vancouver, Toronto, Seattle, Frankfurt, Cologne, Sydney, Belfast, Dublin and London. Well you get the idea…
Then last month we heard that An Post had shortlisted us in their 2013 Integrated Direct Marketing Awards for all of our hard work in helping people like you to ‘Unleash Your Creative Monster’.
So on Thursday night, Boris put on his bowtie and set-off to Dublin to compete against some of the biggest names in the industry. Still a shy little creature at heart, he invited some of us to come along with him.
Approaching the border, Boris was in great form and actually treated us to an impromptu version of Gangnam Style ‘The Monster Mash Up’ version. “Whoop Up Gangnam Style Grrrrrr….”
As we crossed the border from Northern Ireland into the Republic of Ireland, we were delighted to see that An Post had sent us an escort. A lovely big green lorry just for us! How thoughtful and polite.
But Boris was in a hurry. He hadn’t eaten all day so we couldn’t wait and had to dash on ahead of our escort.
Wave as you go past Boris and be a polite little Creative Monster to the nice man in the An Post lorry.
Finally we reached the Mansion House and settled in the evening. Perhaps it was the nerves or maybe just because he was thirsty, but Boris emptied his glass and most of those around him. Boris had a secondary Mission – to get fuzzy on the fizzy!
Then came the moment of truth. We were up against three of the biggest and best known agencies in the country. We all pretended it didn’t matter and that it was the privilege of being shortlisted in the first that mattered. But deep down inside we all knew the ugly truth. It was all about the winning. Our hearts began to beat faster; unconsciously we all moved a little closer to the edge of the seat. The bronze was awarded. The silver was awarded to the agency we had pegged as being the cert. And then… “The winner is…. …The Mission Unleash Your Creative Monster!”
We didn’t even see Boris go he was that fast. He was the first on stage bowling over anyone that got in his way and collected the award on behalf of The Mission and Creative Monsters all over the world. Good one Boris!
And here we see a well deserved Gold Winning Creative Monster standing outside The Mansion House about to be Unleashed onto the Streets of Dublin for the night.
Oh and we also promise to spend the €5,000 we won as part of the Award in helping hundreds more Creative Monsters like Boris find their way into good businesses all over the world.