The Razorfish Digital Brand Experience Report 2009 Key Findings

This sums up succintly what many of us have been saying to our clients for ages. More to the point, they've backed it with their own research and then made it available to all of us gratis. Big round of applause for Razorfish. To be fair, there's many similar presentations out there, but this one is to the point, based purely on facts and presents the odd challenge here and there (think consumers don't want brands encroaching in their social life? think again).

It's timely. I've just come back from a client meeting where they've said that digital is going to be big for them next year. It's taken them a long time, and a few terse discussions, but it's happening. I'm sure it will take them a while to grasp the implications and understand that this isnt just a change in marketing, but a change in the way they need to organise their business and invite participation from consumers.

We will see...

FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings

View more presentations from Razorfish Marketing.

These are the droids you're looking for....

Chris Heg is in this, so it must be cool. One of those "why hasn't this been done before" lovely pieces of brilliance, that warms the cockles of your heart and sends you off to the pub feeling all friday forced up....

Ladies, gentlemen and droids Star Wars: Uncut!

Star Wars: Uncut Trailer from Casey Pugh on Vimeo.

The vinyl countdown....

Quick post, following a brilliant blog post from Shake & Vac and a great blog post on the NME site, referencing respectively the death of the music business and the growth in vinyl sales.

The bit that really jumped out for me was this beautiful quote from Roger Daltrey, fish farmer, TV presenter and....oh, he's the lead singer in The Who - still the greatest Rock and Roll band in the world.
“With a CD, you start with a nice plastic box and end with a scratched plastic box. It has no character whatsoever. But with vinyl, we threw away an art form that was so much more than the record… Sometimes the covers were more important than the music. The more fingerprints you got on it, the more it was a part of you.”

He got to the heart of the matter succintly and poignantly - in a proportionately declining market, abandoning or trying to reinvent your product isn't always the sensible thing, it's going back to the heart of what made your product so special in the first place and celebrating it's innate values.

Vinyl sales are steadily growing, with a wealth of beautifully produced releases (think Radiohead In Rainbows and most recently the gorgeous and comprehensive Warp 20 retrospective) for which people are more than willing to shell out substantial amounts for.

That's a success story in my terms.

Please sponsor me....

Yes, I love digital stuff, but some things in life are better off analogue.

As you may or may not know I'm up in Manchester these days and, in a bid to become a good citizen, I'm joining my fellow Code Computerlovers (my wonderful employer) and taking part in Byte Night Manchester on 10/2/2009 to raise money for Action for Children. I'd really appreciate your support and, if you have a look at what Action for Children do to support and speak out for the most vulnerable children and young people in the UK, you'll see it's an important and very deserving cause.

It's easy to donate online with a credit or debit card - just go to my JustGiving page:

http://www.justgiving.com/Alex-Comyn

JustGiving sends your donation straight to Action for Children and automatically reclaims Gift Aid if you're a UK taxpayer, so your donation is worth even more. I hope you'll join me in supporting Action for Children.

Thanks for your time.

Alex

Come fly with me...

Netjets, the private chartered airline service for the busy exec in all of us, have a campaign running on FT.com extolling their investment in pilot training, no matter the cost. The ad bumps you through to a microsite called "A Culture of Safety" that offers a few pages of content detailing their investment in safety. It's good to see high value elite brands bothering to advertise themselves, and finding a point of differentiation in a sector not always at the mercy of price wars. It's equally good to see them hone in on the real value of any airline - we get you to your destination without death or delay with people who really do know what they're doing. So, why the post? Well, to be honest I couldnt see why this was done as an online campaign.

The execution is pretty old school, and could have been carried out much more effectively as a high quality DM piece (think something akin to the wonderful Mercedes Benz luxury mailer from 2007). We're talking about 4 pages of nice imagery and a bit of copy, with a call to action to request a call back from one of their client services team.

Essentially, it's brochureware for a brand that I'd have thought would have a better grasp on it's marketing channels. Like I say, as a piece of DM, done to a high standard and sent to CEO's (or their assistants) it would have been perfectly acceptable. Now, if it was a matter of budget, and for their media agency digital offered the best spend in terms of reach, then I would have hoped for something...well...a bit more digital. Others are using digital admirably, not least in the area of health and safety (see this great post form The AirSafe.com news discussing the adoption of social media on this very issue).

Bear in mind that the airline is part owned by the reknowned Warren Buffet, and has Bill Gates (you know, keeps trying to invent the internet we don't know we want yet) as one of it's shareholders. It's got the right messages, but hasn't really exploited the medium in the storytelling, interactive manner I might have hoped for:

• Eight safety staff (their competition have none) - What do they do? How do they do it? How do I see it when I purchase my jet from them or charter a plane? Can I book a visit to their HQ?
  

• They select only one out of every 14 qualified pilots who want to work for them. Can I meet them? Can you tell me anything about them? Names? Some nice footage on YouTube? (again, Mercedes did some nice work for their AMG campaign a couple of years back celebrating the engineering team who make some of the finest cars in the world).

• Their pilots train longer and harder on flight simulators and have around (50% longer than most commercial pilots) and average 5000 hours flight time (3500 hours more than EU regulations). Wow! That's commitment for you. Tell me more! Show me the money!

Digital is a brilliant and interactive way to tell stories and to help your customer understand and demonstrate why you're better than your competition in an immediate, tangible and interactive way. High value elite brands, as much as anyone, should be embracing this to an audience increasingly connected to the internet 24/7. There's a ton of stories waiting to happen in this piece of work, I'd quite like to see them teased out a bit more is all.

One, two, free....

First audiobook on Spotify and guess what? It's free!

How to....part 2

Saw this in the book shop the other day. A Haynes manual for building a website! They've got one for building your own computer as well. I always thought they were just about Morris Travellers and changing the headlights on your mate's Ford Capri. Oh my! They've even got one for a lunar lander! Where can I buy one of those?

It's the banner that keeps on giving....without having to take you anywhere

Brilliant, a banner that let's you keep on clicking without taking you anywhere but proving immensly enjoyable all the same. I'd love to see that stats on this. Hat's off to Pringles for doing it. Lovely stuff!