365 - 238 - in the movies
Originally uploaded by the brownhorse.

“Traditional brands now operate in an attention economy. The challenge is to develop communication strategies and campaigns that are entertaining, useful and social. Brands have to go further than delivering messages and nurture connection. They need to facilitate and orchestrate interaction.

To support the TV campaign we propose to create a series of engaging experiences that aim to elevate [x] from a product [x] to an iconic brand. Making this leap requires the development of a richer set of brand expressions and behaviours. The objective is to build a credible brand personality with which consumers can connect.

The new consumer is increasing in control, but equally they seek fun, playfulness and spontaneity. [x] needs therefore to more experimental and playful in its communications. Earning attention requires a fuller set of communications that are specifically targeted in terms of time, location and behaviour. [x] needs to either enable these experiences or be present by association.”