Alistair Dickson Explores Really Real Experiences

2010 has already seen 3D technology take the world by storm, but why is there a sudden need to get up close and personal with absolutely everything? The answer lies in the emerging trend of ‘really real’ experiences that consumers now crave; a trend which has been around for a few years and is showing no signs of abating.

Consumer’s pursuit of everything and anything that gives them something different to talk about is a must. Status is no longer measured by symbols that you can show; it’s all about the personal experiences that you can talk about. Having ‘really real' experiences is the most authentic and relevant way to appease this consumer craving, with entertainment technologies like 3D, augmented reality and the rest, in pole position to deliver them.

In their very nature, these technologies make what you see more life-like, they bring you closer to the action and they captivate an audience. They are harder to fabricate and therefore more trustworthy. They move the interaction from simple passive participation to an immersive experience, engrossing and involving the audience to a much greater degree.

Examples of this in action can already be seen with O2’s 3D screening of England’s six nations rugby matches at cinemas across the UK, providing a completely new rugby viewing experience. Sky has also got in on the act, recently conducting a trial of 3D football screenings in pubs across the country. Of course we can’t forget the traditional stomping ground of 3D, the cinema, with the hugely successful release of Avatar 3D taking all the headlines (and the box office).

Technology aside for a minute, this trend goes deeper than execution and into the very fabric of communication. Concepts and messages must maintain the raw sense of honesty and reality to truly resonate in the modern market place.

So the point is simple. The rise of these technologies isn’t technology for technology’s sake, its meeting a consumer need; a need to close the gap between sender and receiver. And this is true of both media and message. If brands can help facilitate this pursuit for ‘real’ experiences they not only create positive brand association, they also create an immersive interaction with a consumer which has no interruption. Surely, a marketers dream (certainly and experiential marketers dream)?

One important caveat… content is still king. If it is poor quality, really real or not, the technology and the strategy will only bring to life your failings. So come on folks… time to GET REAL.

Case Study Focus

We’re working with Trident on a digital campaign headed up by the cool and collected George Lamb. The first phase of the project is to recruit the ultimate Trident Globe Trotting Guide who will tour 30 festivals in 30 days. So far we’ve had over 5,000 entries ranging from witty, to ridiculously radical, to-in some cases-downright absurd.

The second phase also drives consumers to the www.tridentgum.co.uk website through on pack promotions- giving them the chance to win some of the best festival experiences in the world.

The success of the Trident campaign so far helps highlight the fact that projects don’t have to be complex or overly elaborate to be successful. It’s best not to confuse your audience and keep things simple. Something that George Lamb clearly can’t quite fathom....

New Pop

What is Pop...? Cultural Icons, National Lottery, Celebrity Style? It is all of these and more. The perception of Popular Culture has moved from being the route from cool to un-cool. Alternative music and culture seems to have become the new pop. Are the cool kids now the ones who rubbish the mainstream? Has this made Alternative the new Pop?

The phrase popular culture was first used in the 1950's but was not readily used until TV made Pop more mainstream and it became easier for people to spot and follow trends.

Pop is generally measured by exposure in; news, events, trends, fashion and celebrity following.

“If the kids find it cool it must be Pop!”

Pop has sprouted many trends and followings, such as Cool Hunters who seek out the latest and coolest trends. TV programs that constantly push Pop based shows to willing and eager audiences. However, the coolest patrons of this media are now denying their Pop existence which makes them more “cool” than the rest. Does this mean that they are now Pop? Or has pop become “Retro”?

Perhaps Pop should be re-named to make it sound cooler and more acceptable

Enjoying festival sponsorship responsibly

You wouldn’t know it to go outside, but summer really is just around the corner, and with festival line ups being announced and tickets selling out already for most of the big ones, the subject of sponsorship starts to become quite heated.

Take Professor Gerard Hastings recent comment in The Main Event about alcohol sponsorship of festivals. Professor Hastings has produced a study looking at how alcohol advertising influences the behaviour of the people it is targeting. And whilst I agree with his point that “the problems we have when people drink too much could be serious issues at festivals”, I don’t agree at all that alcohol brands are the cause of this.

In my view, no alcohol brand wants its consumers to drink TOO much. In fact it is quite the opposite.

The idea of creating a memorable experience for an alcohol brand at a festival is about having more than a few drinks in a tent. A huge amount of thought and effort goes into creating an experience where the consumer will not only enjoy the product being promoted, but enjoy the environment and atmosphere around them as well.

Far from promoting excessive drinking, alcohol brands have, working closely with the alcohol concessionaires, been keen to prevent the general ‘free for all’ that has occurred at events in the past. For example, I have no doubt that every festival this year will have numerous branded bars, all of which will have professional bar staff who adopt the challenge 21 policy.

Now, I’m not totally naïve in thinking that there won’t be one single festival goer that has one too many. I’m just saying that the blame simply isn’t down to alcohol brands sponsoring the event.

Sponsorship of festivals can be an effective and rewarding form of communicating with target consumers. This communication is never based on a quick fix “sell as much alcohol as you can” approach. In fact, it is about establishing a much longer dialogue with consumers, and building valuable relationships through the power of the experience.

Over a cold pint of cider preferably, enjoyed responsibly of course

A Grad's View Of The Marketing Industry

Every year RPM runs a graduate scheme, allowing us to welcome fresh talent through our doors with open arms. Once successful, the selected grads are offered the chance to work for a couple of months in each of our in-house departments: Planning, Production, Creative and the Account Teams, before being potentially offered full time employment.

We appreciate that the marketing industry is extremely tough and competitive for those wanting to get a foot in the door; which of course grad schemes are brilliant for. So in order to advice future grads on what it’s really like working in a fast-paced marketing agency, we interviewed one of our grads, Sam Haydock, about how she found agency life, what surprised her about the industry, and what advice she had for future grads or those looking for a career in marketing.

Over to Sam...

Sam Haydock RPM Grad 09/10: The main challenges have definitely been managing tight deadlines. When you’re still learning how the industry/agency/clients/suppliers work, managing deadlines becomes even harder when you have everything else of your plate. Sometimes the pressure is high, and you have to be really switched on; you definitely get thrown into the deep end, and often you have to learn on the job and end up having a lot of responsibility early on. I find this a welcome challenge though.

What has surprised me most about the industry is that it doesn’t stop and it’s constantly evolving. A marketing-savvy audience results in a need for constantly evolving ideas and concepts; making agency life an extremely exciting place to be. There is also an enormous amount of work by so many individuals- it becomes a really collaborative affair- yet often the end project could appear very simple.

My recommendations for future grads are be positive and focused on your end goal. If you want to get in to the industry, you will if you are determined enough. In terms of the research I did, the following websites are really useful for tips on interview technique, and industry insight: www.ipa.co.uk, www.milkround.com and www.prospects.ac.uk.

It is so important to make sure you are switched on; you can’t turn up to work in this industry and be vacant. Be prepared to face challenges and commit yourself, but also be prepared to love your job. Day to day tasks and repetition don’t really exist in this industry and- you’ll never be bored. In terms of interviews and applications, remember to be yourself and not what you think people want you to be. I was very surprised that on the grad day, the loudest and most confident characters did not get through despite thinking that they were what agencies offer

Coca Cola's Vending Machine

Coca Cola have been about the business of spreading happiness for a while now (...or simply selling fizzy drinks for the cynics amongst us). However, their latest stunt at a college campus in America has really hit the mark. A purpose built vending machine was placed in the canteen with a man hidden inside it.

When students went to buy their lunchtime refreshments they were also handed some peculiar free items to brighten up their day. The reaction of the students was caught on camera and turned into what has become a very successful viral. The happiness vending machine is a brilliant expression of Coke’s ‘open happiness’ concept, hailed by many as the idea that has breathed life back into the brand.

Let Us Create

A freelance creative sent the above pack to our Creative Director to advertise himself in an ingenious way. It certainly deviates from the norm and provides a memorable talking point. The small details are what make the package seem more premium as it’s printed on good quality stock with consistent branding.

The company name is Let Us Create, which was printed onto a t-shirt, and the pack also included a covering letter and business card. It would be interesting to see what others have done to make themselves stand out- it certainly worked this time!

What's in our Creative Lunch?

Each month the studio host RPM’S official ‘Creative Lunch’. All are welcomed into the boardroom, encouraged to bring along something creative or inspiring that interests them. Here are some of the items we liked the best.

This origami fortune teller is a blast from the past and could inspire a piece of interactive marketing. This one is quite confusing and a slightly random, but done well they could be very relevant and certainly intriguing