In the world of advertising, there are two essential ingredients for success. The first is creative. The second is media management innovation. Without the two, it results in a lot of work that never works and the profession suffers another defeat.
Great creative should make the intended audience respond and react positively. It should get the audience involved and wanting more. Media management innovation is critical in placing your product and/or service in front of your prospective audience in order for them to become involved and respond.
The difficulty lies in putting the two together. If you want to see these two elements work beautifully, you should see what TNT did in Belgium as it launches its cable channel in that nation. Go to: http://www.youtube.com/watch?v=316AzLYfAzw.
This is an amazing example of Creativity and Media Management innovation coming together.
They placed a big red push button in a Flemish square in a Flemish town. A sign overhead, next to the button read, “Push to add drama.”
Drama is exactly what the button pushers got. This is MUST SEE work that borders on brilliant.
They understood their audience in a specific country where they were launching their product. What they received was an extraordinary amount of attention which made their point that ‘TNT is where drama can be seen”. Thus, if you like drama, you will like TNT.
Advertising is to tell the who, what, where and when of it.
TNT accomplished that.
Can you imagine the buzz created by this? Over 5.7 million have already viewed it on YouTube as of this date.
That’s a lot of buzz.