Ad Week New York: The Power of Creative Campaigns and Physical Connections

What we39re finding is that while marketers and advertisers spent 273 billion this year on digital advertising globally brands from Hulu to LinkedIn are upping their investment in offline activations at Ad Week carefully curating events and panelsamp160and designing popups to cater to their target audienceamp160 They39re placing the user39s experience at a premium and they are looking to connect with consumers IRL at a time that consumer confidence in digital advertising is at an alltime lowBig data has taken a big beating this year especially with the recent Twitter and Facebook hearingsamp160 This is changing the way many consumers interact with brandsamp160 The questions more and more consumers are asking are who are you why should I trust youamp160and what are you doing with my dataAd Week New York reminded us that one of the best ways to build consumer confidence is through offline activations and through fully integrated campaigns that use both physical and digital signals to inform all elements of their marketing effortsamp160 During its session at the event ecommerce giant eBay not only discussed the necessity of personalization of the buyer39s journey but created a physical quotneighborhoodquot to spotlight their community of vendors and buyersamp160 They took the digital concept of a marketplace from an abstract idea to something tangible physicalamp160and immersiveMeanwhile Google capitalized on what it is best known for applying consumer data and using it to inform delightamp160and surprise its audienceamp160 Google really stood out at Ad Week New York by taking its presence there to the next levelamp160 This was done by taking consumer data from recent searches and using it to create interactive installations with games that quizzed eventgoers about a variety of marketing and searchrelated topics that turned the ordinary into the extraordinaryamp160 Theyamp160were testaments to the power of creativityThese types of installations also nicely complemented each brand39s sessionamp160 While theyamp160were hourlong deepdives into subjects that are topofmind for marketers the installations captured the excitement of the moment illustratingamp160how you can leave a memorable impression on consumers within secondsPart of galvanizing the 100000plusamp160attendees at Advertising Week is through the strategic usage of strong creative in your campaignsamp160 At Ad Week we saw how creativity was at the heart of some of the most successful campaignsamp160and how it can be a gamechanger for brandsamp160 The panel on Nike39s recent Colin Kaepernick campaignamp160made clear that bold ideas can lead to even bolder paychecksamp160 In fact the campaign is estimated to having added an extra sixamp160billion dollars to the company39s market valueamp160 This campaign rolled out with a series of outofhome socialamp160and physical activations and revealed that a concept likeamp160quotBelieve in something even if it means sacrificing everythingquot is one that resonates deeply with consumersWhen it came to our own activation we understood how important it was to merge strong creative and a bold physical presence to build IRL connectionsamp160amp160We launched our quotWe Get You Americaquot campaign at Ad Weekamp160 We brought the campaign to life by identifying audiencesamp160and giving them what they wantedamp160 We recreated the iconic look of the New York City subways complete with a kiosk full of curated giveaways for the specific New York audiences we serve as the city39s largest media provideramp160 Young momamp160 We got youamp160 Big cheeseamp160 We got youamp160 Agency rock star We got youamp160 Paired with our video and internetenabled triptych screens which we39re rolling out across the city the activation was a conversationstarter that showcased how creative campaigns can be a key differentiator that helps connect online brands with consumers offline and serve as a way to inspire relationships with your audienceThis year39s Ad Week New York was a masterclass on how to use data to boost consumer confidence employ physical activations to connect toamp160audiences and leverage bold creative campaigns to send lasting messages to move consumersamp160 It was an event that showcased the power of physical campaigns and the importance of building IRL relationships in order to for brands to have longlasting impactClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Ad Week New York: The Power of Creative Campaigns and Physical Connections

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Carly Zipp

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Ad Week New York: The Power of Creative Campaigns and Physical Connections

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Carly Zipp

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