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Winning ads really work for consumers,[link widoczny dla zalogowanych]
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Even in a slowing economy,[link widoczny dla zalogowanych], worldwide ad spending is expected to top $600 billion this year,[link widoczny dla zalogowanych], up from $500 billion just two years ago. That's a lot of messages battling for consumers' attention.
Now some advertisers are trying to create ads that offer consumers something useful with the brand message - something they'll seek out - instead of trying to bombard them with ads they can't escape,[link widoczny dla zalogowanych].
"People today know (it) is advertising. If there's a special approach,[link widoczny dla zalogowanych], people get the feeling they are being talked to in a new way," says Armin Jochum, chief creative officer of BBDO Stuttgart and Berlin.
The alternative approach was on display recently at the ad industry's annual competition, the Cannes Lions festival in France. Jochum was one of 200 judges for the 28,[link widoczny dla zalogowanych],284 entries in 10 ad categories.
Among ads at Cannes that work for consumers:
Japan's Uniqlo,[link widoczny dla zalogowanych], a global retailer with a flagship store in New York, won the top award for new idea with a downloadable digital clock with video of dancers in Uniqlo clothes. It can be used as a PC screensaver or a mobile screen, or embedded in a Facebook page. The clock, which has sleep and alarm modes,[link widoczny dla zalogowanych], has been downloaded by 32,[link widoczny dla zalogowanych],000 people in 85 countries.
A Uniqlock website has video of dancers (updated as new apparel hits stores) and an interactive world map that shows users on the site and their cities, as well as the time in any city selected. It has had 124 million page views in 212 countries.
"It's viral,[link widoczny dla zalogowanych], it's brand,[link widoczny dla zalogowanych], it's simple, it's beautiful, it's a clock that shows their collection," says Matias Palm-Jensen,[link widoczny dla zalogowanych], an ad executive at Swedish agency Farfar. "It's utility."
People in jobs that require collaboration found an Adobe program fun when it was set up as a tennis match with two players. In Adobe Layer Tennis,[link widoczny dla zalogowanych], which won a Bronze Lion for media strategy, the first player has 15 minutes to create a single layer of art. It is then posted to the Web "stadium" - viewable by others online - and the second player has 15 minutes to manipulate it with Adobe tools and return it to the first player. They volley five times. Simple word of mouth attracted more than 50,000 users to watch the first "match," and 500,[link widoczny dla zalogowanych],000 have watched since.
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