Us advertising agency folk are a strange bunch. Ordinarily we are in an intense competition with each other. But once in a while someone comes up with a campaign and we can't help but admit that we wish we were part of it even if it means working for the competition. I found myself in that space this week.
When I read about the recent Friendly's Restaurant iScream campaign, I felt exactly that. The campaign was put together by Valassis, an integrated marketing shop out of Michigan. According to the MediaPost article I read, the campaign integrated all the bells and whistles of Web 2.o and traditional TV, direct mail, online as well as guerilla marketing tactics such as, mobile, t-shirts and merchandising component like table tents.
What struck me about the success of this campaign is that when the idea is a brilliant one, the medium used really fades in the background. This is ideally how it should work out. Customer should be given a seamless brand experience. The ultimate component of such a successful campaign is the degree of relevancy. It does not really matter how "quirky, funny and creative" the agency is or how sophisticated the market research is....at the end of the day when you have a brilliant and compelling creative idea and you are able to integrate all the tools seamlessly, your customer awards you by engaging with your brand, becoming part of that brand universe and purchasing your product/service. And when you have brand engagement and purchase together you have brand loyalty and business growth.
A very happy nirvana for all!
Tuesday, October 02, 2007
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