Crowdsourcing, SocMed campaigns, the Endline

1. Copywriting
and evolving media
Postgrad Marketing & Digital Comms
Nick McGivney Wk 6 // Thurs 7 Feb

2. • The Death of Advertising?
• Crowdsourcing and content
• Social media campaigns – some case studies
• The Endline

3. Cillian Kieran
Founder/CEO of CKSK
on the death of advertising…

14. By Vancouver agency Rethink

15. The
case study

16. 

18. Except… everybody hated it.

19. ‘This is just horrible.’

20. ‘It’s fitting that their logo now sucks
just as much as their clothes.’

21. ‘Shocking downgrade.’

22. ‘Maybe like their clothes, GAP’s new logo was
created by a small child in some far off land.’

23. ‘That is simply a polished turd!’

24. ‘This looks like a bad entry in a logo design contest.
WTF, Gap? At least a little effort would be nice…’
Comments from Under Consideration

34. Lots and lots more logos at ISO50

39. But crowdsourcing is still very popular…

41. ‘Obviously Coke is accustomed to seeing consumer-generated content as we have
huge online communities, but it’s always been seen as a way to drive engagement
rather than a possible source for brand building or for external messaging.
It was originally something we did on a big scale in Asia, but was largely done as an
experiment.
We had trouble cracking some positioning for Coke, so thought we would open it up
and invite the creative community to interpret this brief as our agencies were having
some difficulty.’
Leonardo O’Grady, Asia Pacific Director, Coca-Cola

42. ‘The results were amazing; we had around 3,600 responses, which we weren’t
expecting at all.
We were also blown away by the quality of the submissions and to be honest some
of the film quality was better than we get from our global agency partners.’

43. ‘In the end we got it down to about 10 high quality submissions to choose the winner
from, and to make it more interesting we invited the creative directors and heads of
marketing from some big companies like Diageo, Nokia and so on to come and
evaluate the work.
Our Chinese office then picked it up and they used the winning idea for a broader
consumer commercial idea.
They invited Chinese consumers to interpret the brief in their own way and do China
proud, and they had something like 1m people contribute ideas.’

45. And it’s a lot more than Coke…

50. Cost €6,000 Cost £400,000

51. Bon Iver’s tattoo. Got 59 designs. Paid $299 for the winner.

53. And it’s a lot more than Coke…

54. ‘I believe that agencies who
continue with a sixty year old
model will die. It's time to
iterate again. Get rid of
creative departments and
production teams. Have an
entire floor of imagineers who
consider technology first, as a
creative expression and not as
the nuts and bolts you
address at the end. Brands
and agencies that do that will
reap the rewards of the
future.’

60. Link

63. But do you need megabudgets?

64. But do you need megabudgets?

65. Desire might be enough

67. Or point to prove, if you have one.

68. • Sean Dolan set up his own
internet marketing agency
• He built PimpThisBum.com
to help homeless Tim
Edwards off the street.
• Over 4,843,420 hits on the
site.
• Over $100,000 for Tim and
other homeless people in
Houston
• Tim in an alcohol treatment
course, over a year and a
half sober and is an
apprentice machinist.

72. Endlines
What makes a good one?

73. ‘An endline is to deliver a USP or branding. It is
not there for mood, or tone of voice, or to attract
a new generation of users. If you have a five-year
idea, that’s your endline.’
Dave Trott, Walsh Trott Chick Smith

74. ‘I don’t think they’re good if they’re just
confectionery. They must mean something.
They can be a useful centre of gravity for a
campaign.’
Robert Campbell, Rainey Kelly Campbell Roalfe

75. ‘One of the great forgotten skills in
advertising is consistency. We are not
living through a vintage time with endlines.
They don’t get time to become established.
Agencies get bored with them and clients
have a ‘not invented here’ attitude.’
Gerry Moira, Publicis

77. Is the endline the idea?

79. The ultimate driving machine?

81. Welcome to the world?

83. Because I’m worth it?

85. Vorsprung Durch Technik?

87. For all our tomorows?

89. I can?

91. UK slogans of the year 2010
1.Dixons (M&C Saatchi)
The last place you want to go
2.Old Spice (Wieden + Kennedy)
Smell like a man, man.
3.Diesel (Anomaly)
Be Stupid

92. UK slogans of the year 2012
1.Twinings tea (AMV BBDO)
Gets you back to you
2.National Lottery (AMV BBDO)
Life Changing
3.C.A.L.M (Beattie McGuinness Bungay)
The silence is killing us

93. Whose endline is it anyway?

96. Endline
Power to you
Now you’re unstoppable
Purer than you
For small steps, for big steps, for life
Write the future
Get the right people behind you
Love it. Live it.
Made of more
Made of Ireland
We look at things differently