When friends send you ads because they think they are “clever” - your faith is restored in our profession. Before I did a quick Google search on the ad, I already suspected it was the work of WongDoody out of Seattle. Not that it was stylistically identifiable- but because it was clearly an amazing use of a small budget to create something that was worth passing around.
That, my friends, is the mark of a great ad agency, one that understands our mantra of “It’s our job to make you more money than you pay us,” - that seems lost on many of the mega-agencies.
Here is the synopsis of the ad campaign from AdRants:
In addition to the site, the campaign also includes print, radio and a branded truck with a museum-like diorama of the road that makes stops along the highway. Brochures will also be handed out to travelers on the road convincing them Horizon Air is really the way to go. In all, it’s one of the best airline campaigns we’ve ever seen.
To briefly explain how the campaign works so well on a limited budget:
The campaign connects with consumers based on a fundamental truth: commuting by car can really suck.
The small video clips aren’t video at all- but sequential stills with a solid voice over. This saves considerable cost to the client, yet delivers a comparable effect.
The short vignettes are funny- “the suicidal marsupial, the speed bump possum” doesn’t make it into every campaign.
No matter how entertaining, the stories connect back to the consumer/commuter to parts of their regular journey in a way that almost can’t but remind them that “I could have taken the plane.”
The campaign was supported by other low budget yet highly visible media to connect to the site.
There are of course a few flaws in the strategy- one being that while the time you save from your I-5 Slog by flying over all those dead possums- you now have to deal with the TSA and their less than friendly shake downs, not having a car when you reach your destination (not as bad for destination Portland where you can find decent public transit- not good for Seattle bound folks where it’s still car culture).
From a delivery standpoint- WongDoody hasn’t made the site as search friendly as possible- and have totally failed on accessibility standards. That’s the norm for almost all agencies today. Without costing the client, Horizon Air a dime more, the site could have been built in a way that met all 508 requirements and had exactly the same effect- only being much more search and consumer friendly.
For instance, there is no way to send you a link to just one of the funny stories- like the one about the dead possum in the middle of the road. I also abhor any site that starts playing audio without specific instructions for it to- just in case I’m looking at something somewhere where I shouldn’t be (like watching this at work).
All that aside, working with a smaller creative shop like Wong Doody can definitely get a client much better results than working with a mega agency. Not only is the work top-notch and yet affordable, they are genuinely nice people as I remember setting an appointment with Pat Doody on my last visit to Seattle on a moments notice.
So, next time you are looking for a big bang for a smaller budget- look to agencies that deliver high value concept- not high dollar production expenses. Making your advertising budget work hard is the mark of a true hot creative shop, and when that happens- friends and strangers will start sending out emails about your last campaign calling it clever.
Last Friday I ended a 9 year relationship with Sprint. It didn’t have to be that way, but failed customer service policy made it inevitable- and also, made it unlikely that I’ll ever say anything nice about Sprint ever again.
So, today when the CEO resigned- and they announced a major loss of customers, I wasn’t surprised. I’m sure my story is repeated every other minute- and it’s not the advertising that’s at fault, it’s bad customer service.
First, here’s what Ad Age said about the churn at the top- and then I’ll share my story and how Sprint could reverse it’s fortune:
Sprint CEO Resigns; Carrier Announces Major Loss of Customers - Advertising Age - News
SAN FRANCISCO (Adage.com) — Despite $1.78 billion in ad spending, and its hiring of one of the leading ad agencies in the nation, Sprint Nextel continued to bleed customers in the most recent quarter, leading to the resignation today of Gary Forsee as chairman and president-CEO.
In a statement regarding the resignation, Sprint also said it will announce that during the third quarter it lost some 340,000 postpaid wireless customers, that is, customers who pay a bill each month instead of those who pay in advance for a limited number of minutes. (more…)
Last Friday I ended a 9 year relationship with Sprint. It didn’t have to be that way, but failed customer service policy made it inevitable- and also, made it unlikely that I’ll ever say anything nice about Sprint ever again.
So, today when the CEO resigned- and they announced a major loss of customers, I wasn’t surprised. I’m sure my story is repeated every other minute- and it’s not the advertising that’s at fault, it’s bad customer service.
First, here’s what Ad Age said about the churn at the top- and then I’ll share my story and how Sprint could reverse it’s fortune:
Sprint CEO Resigns; Carrier Announces Major Loss of Customers - Advertising Age - News
SAN FRANCISCO (Adage.com) — Despite $1.78 billion in ad spending, and its hiring of one of the leading ad agencies in the nation, Sprint Nextel continued to bleed customers in the most recent quarter, leading to the resignation today of Gary Forsee as chairman and president-CEO.
In a statement regarding the resignation, Sprint also said it will announce that during the third quarter it lost some 340,000 postpaid wireless customers, that is, customers who pay a bill each month instead of those who pay in advance for a limited number of minutes. (more…)
Fallon may be winning the battle as the womb of new agencies - as I’ve stumbled upon yet another spin-off: Zeus Jones. This agency popped onto the scene March 1, 2007 (and deserves extra credit for not naming the agency after themselves).
While we’ve not been very complimentary of Brew: A creative collaborative, or Barrie D’Rozario Murphy and the way they started off online (weakly)- the crew at Zeus Jones scores a B+ for “getting it.” The front page is just a series of places you’ll find them online- starting with their presentation on Slideshare (see below). Very cool stuff.
Zeus Jones Welcomes You.
Zeus Jones approaches marketing differently.
View our credentials to see what we mean by “Marketing As A Service.”
They also have a separate blog: From the head of Zeus Jones which for some odd reason, they didn’t decide to build on their own site- but using Blogspot- which is what stopped me from giving them an A+
The idea of a blog, separate from a site, is old school. Ideally, while having all those places online as place to hang out is great- the fulcrum of your online (the de facto realization of your brand these days) in 2 places is a mistake.
What I had time to look at on ZJ’s sites looked good. They’ve decided it’s not advertising brands need- it’s more of a reason to like a brand- utility. We’ve always thought of our solutions for clients as one that makes the relationship between customers and our clients one of mutual joy, as opposed to a one-way shouting match.
There are some smart, small agencies out there- but, finding and identifying them will take a new kind of filter. With agency search firms still clueless about what makes good web strategy, and Ad Age and everyone else so fascinated by Crispin Porter & Bogusky (us included)- what has been slipping under the radar is agencies like Zeus Jones who seem to have a true Unique Selling Proposition- and the smarts to make it happen in our Web 2.0 world.
Mark Silveira at Ordinary Advertising reminisces about two clients who asked for, and got, great advertising. To help you understand how to get the advertising you think you deserve- he offers a list of 7 traits in a good client- but number 4 was worthy of mention here:
A Frank Appraisal at Ordinary Advertising
Neither of these clients believed the agency should be considered a “vendor” (more than a little demeaning) or a “partner” (utterly unrealistic), but rather as an “asset” of the client’s business to be taken care of in direct proportion to the return being generated from it.
I’ve seen hundreds of agency sites that talk about being a “partner” when in fact, the agency has nothing on the line- no risk, other than losing the business.
Considering your ad agency an “asset” fits much better - along with the understanding that the part of the balance sheet that accounts for “goodwill” and “brand value” comes in part from the client/agency relationship which should include an almost symbiotic relationship, an intertwining of DNA of the two organizations. Understanding a brand isn’t something that comes overnight or with a contract, it comes from insight gained over time.
In choosing an agency, look closely at what kind of agency you are retaining:
How long do people stay there?
Who owns the agency- and what is their personal stake (holding companies can be very cold bedfellows)?
How long do their client/agency relationships last?
Is there a passion for the craft, and your product in the agency?
What are the rewards for both sides if the relationship blossoms?
Are your expectations for advertising realistic?
Do you trust them as experts in the field?
In buying a piece of capital equipment- what do you look for?
How long it will be relevant to your processes?
Who makes it?
How do they treat their current customers?
Is it the best it can be for the money?
How does it pay off?
Will it do the job?
Is it the best solution?
See, your relationship with your agency is the same as that of your new CNC machine- and just like that CNC machine, it can only produce great work if there isn’t operator error- which brings us back to what Mark was talking about- and the idea of the relationship as an asset.
When Nike licensed the Beetles “Revolution” for a commercial - music purists thought the world was ending.
Other artists decried the practice- some swearing it off- and then later changing their minds. Reality is- having your music in a commercial, or in a video that goes viral is the best thing to happen for sales.
Since the ad debuted in mid-September, sales of “1, 2, 3, 4” and its parent Cherrytree/Interscope album, “The Reminder,” have skyrocketed.
Earlier this month, the track was selling about 2,000 downloads per week, while the album was shifting 6,000, according to Nielsen SoundScan. On the most recent charts, “1, 2, 3, 4” clears 73,000 downloads and reaches new peaks of No. 7 on Hot Digital Songs and No. 28 on the Billboard Hot 100. “The Reminder” jumps from No. 36 to No. 28 on the Billboard 200, with sales of 19,000.
In total, “1, 2, 3, 4” and “The Reminder” have amassed sales of 181,000 and 235,000, respectively. (Feist’s debut album, 2005’s “Let It Die,” has sold 147,000 copies.)
While the iPod Nano spot is introducing Feist to mainstream America, online chatter is paving the way to sales of the singer’s music. Feist is not identified in the campaign — created by TBWA/Media Arts Lab — and this has led many consumers to the Web in search of the voice behind the song in the commercial.
Considering that many people will actually buy the music from the iTunes store- Apple has another revenue stream to offset the cost of advertising. Apple is actually smart enough to put a link to the song right with the online version of the ad- but, could do better by doing the following:
Have a unique URL for each ad- so people can link to it.
Have text with the words to the song for people searching the words.
Add a description of the ad so that blind people would know what the ad is all about. Like it or not- an iPod is something a blind person would buy (and that makes me wonder about how ADA compliant the iPod interface is?)
Include a way to embed the video in blogs- I had to get it from YouTube- where there is no “buy it now” button for the iPod.
These are simple tips to building a better website for companies who spend huge sums on ads- but haven’t quite mastered the art of incorporating them into their websites.
And if you really want the song, 1,2,3,4 from Feist, you can buy it from this link:
The complete lyrics are:
One Two Three Four
Tell me that you love me more
Sleepless long nights
That is what my youth was for
Old teenage hopes are alive at your door
Left you with nothing but they want some more
Oh, you’re changing your heart
Oh, You know who you are
Sweetheart bitterheart now I can tell you apart
Cosy and cold, put the horse before the cart
Those teenage hopes who have tears in their eyes
Too scared to own up to one little lie
Oh, you’re changing your heart
Oh, you know who you are
One, two, three, four, five, six, nine, or ten
Money can’t buy you back the love that you had then
One, two, three, four, five, six, nine, or ten
Money can’t buy you back the love that you had then
Oh, you’re changing your heart
Oh, you know who you are
Oh, you’re changing your heart
Oh, you know who you are
Oh, who you are
For the teenage boys
They’re breaking your heart
For the teenage boys
They’re breaking your heart
When friends send you ads because they think they are “clever” - your faith is restored in our profession. Before I did a quick Google search on the ad, I already suspected it was the work of WongDoody out of Seattle. Not that it was stylistically identifiable- but because it was clearly an amazing use of a small budget to create something that was worth passing around.
