An advertainment application for Volvo XC70…

http://www.usatoday.com/money/advertising/adtrack/2007-10-14-movie-ads_N.htm

Consumers are in a message bombardment every day and so they prefer to escape these ad messages as far as possible. In this situation, brands are trying to find new methods to attract consumers’ attention. “Advertainment” is a new concept which is serving this purpose. Advertainment is consisted through combining of two words: ‘Advertising’ and ‘entertainment’. This definition is also explains what does it mean. If you let consumers have fun during advertisement, they don't feel like they've been intruded upon. In this regard, advertainment applications are becoming widespread increasingly in the Internet and physical platforms. For example, Volvo has used advertainment concept at a movie theatre in London in 2007. Before the movie, Volvo XC70 ad has shown and asked audiences to raise their hands and waving their hands right and left together. The camera which exists in front of the stage detects this collective movement and so they direct which side Volvo XC70 is going on the way. With this advertainment application, Volvo XC70’s sensor technology advertised by entertaining people. Advertainment is an interactive way and I think this method is much more effective than traditional advertisement video films.

Consumer Generated Content Example:2...

http://www.topthistv.com/

Heinz Ketchup has created an online campaign which is an example of consumer generated content project...

Take your own 30 second advertisement film for Heinz Ketchup and load it to its web site. The favorite advertisement will be won the big price. Also, you can share these advertisement videos with your friends.

Consumer Generated Content Example...

www.cevirbitombow.com

We have all probably played turning the pencil game in the childhood. Tombow (which is a pencil brand) has created an online campaign with turning pencil game concept. It is a project about consumer generated content. Firstly, register to the web site, watch the other’s trial videos and after that create your own video and try to join final contest.

Simple and effective:2...

I think Victorinox Swiss army knife advertisement is one of the good examples of creative ads. It is very simple, effective and striking, too. Advertisement says “Victorinox Swiss army knife has lots of functions and it is like tool bag.” in a simple and clear way. Also ad shows it very effectively and conspicuously: There is a tool bag and there is only Victorinox Swiss army knife in the middle of it.

Victorinox Swiss army knife advertisement shows everything very simple and striking, and so it becomes a very creative application example. On the other hand, customer representative intervene creative team and wants some changes and additions on this simple and effective advertisement. Here is the process of changes in the Victorinox Swiss army knife ad:

http://elmaaltshift.blogspot.com/2005/08/bir-ilann-maceras.html




This is the last form of the advertisement:

You see that the final form of the ad says lots of thing and it lost the simplicity and effectiveness; so creativity has gone. I think this is a very common situation in today’s advertisement world conditions.

Simple and effective...

http://adsoftheworld.com/media/print/durex_fathers_day?size=_original

We expose lots of advertisements everyday and we think that some of the advertisements are so creative and some are not. When i started to think about which advertisements are creative, what are the critical points of the creative applications, i have found two basic issues: Simple and effective... I think that being simple and effective is the common points of the creative advertisements. But we mustn't think 'being simple' in a negative way. Ad message mustn't try to say lots of thing; it must be canalize a clear and distinctive point and also executive part must support the message effectively... I think Durex's "Happy Father's Day." ad is an good example of creative advertisements. “To all those who use our competitor’s products: Happy Father’s Day” sentence explains the message of advertisement in a very simple and striking way. Because of the simple, clear and effective ad message, Durex ad doesn't need any image or picture. Moreover, we see 'humor appeal' in this advertisement and it makes the ad more attractive.

There is no any image in the ad, only there is a sentence in the middle of the page; ad has a very powerful and simple message; and this 'simplicity' is so 'effective'!