When traditional woos digital

Written by kv sridhar | K V Sridhar | Updated: Jan 22 2013, 07:15am hrs
The year 2013 will witness the marriage of traditional creative agencies with futuristic digital agencies. While traditional advertising will continue to be seen on television, after this marriage, traditional agenncies will learn to speak the language of digital technology.

Every year commences with a lot of hope, expectations, anticipations and resolutions. Theres an unmistakable excitement and buzz in the air. People come after vacations and start off new things. One of the most exciting things for me is the New Year calendar. In my bid to have that calendar on my desk, I often go without a calendar for the initial days of January. After all, it is something that I will be looking every day of the coming year and also it is the most crucial piece of stationery determining and charting out the fate as to how the year will turn out. As I looked at my calendar this year, I did ask myself this question.

The year 2013 will witness the marriage of traditional creative agencies with futuristic digital agencies. Marriage between creativity and technology will make 2013 a year to watch out for. While traditional advertising will continue to operate in the traditional TV medium, after this marriage they will get familiar with other mediums as well and gradually exploit these to their benefits. Just to get a preview of how this marriage will play a larger role in the industry, all you have to do is take a look at the following pieces of work done in the near past.

Fox Crime: Star Network launched the first ever mass media awareness campaign for Fox Crime. Titled The Photographs Case, the campaign had three 30-second films operating as three different scenarios to a major crime mystery. The viewers were given clues through outdoor, radio, digital and print to solve the mystery. Two weeks time was given to viewers to solve the mystery and identify the real victim, the real murderer and the real accomplice, on the channels website. The five lucky winners to solve the case won an all-expense paid trip to the Museum of Crime & Punishment, in Washington D C.

Airtel viral Har Ek Friend Zaroori Hota Hai: Following the success of its Har ek friend zaroori hota hai, campaign, the company decided to extend this brand idea with the launch of an all-new online viral campaign on its YouTube channel. Created by Taproot, the seven videos were inspired by interesting friend types or tags created by the online audience on Facebook (www.facebook.com /AirtelIndia) during an outreach programme initiated by Airtel earlier. Over the following weeks, the company periodically released a total of 20 of these videos on the web and used the concept of gamification to excite viewers to unlock, access and share them. These new videos encouraged viewers to spread the word on these evocative videos that bring alive ways in which friends touch different aspect of our lives.

Audi A8L launch 3D campaign : Creativeland Asia took the 3D route for the integrated launch campaign of luxury sedan Audi A8L. With a campaign line, The advanced state of mind, viewers were given a sneak peak of the car with a 3D experience through the TV commercial. Viewers explored the car and interacted with its intrinsic details in full 3D on the microsite. There was also a full 3D iPad app, and mobile versions of the site were on their way as a part of the campaign.

Now that youve seen the above past works you can gauge what exciting works are going to come up in 2013. So far, Indian creativity has always been recognised in traditional mediums. When it comes to categories such as Cyber, Titanium, Integrated, etc., we draw a dismal blank. This marriage will establish our presence in the above categories and make a mark for us on the digital front globally. The rise of new-age agencies such as Crispin Porter + Bogusky (also known as CP+B), Droga5, Wieden & Kennedy (W+K), etc., have forced large traditional agencies to prepare for this new-age world of communications. Guardians campaign by BBH was an example of how a great traditional agency can change itself to speak the language of new-age communications.

We may expect to see similar conversions of traditional agencies embracing digital technology. Large groups such as WPP, Publicis Groupe have recognised this and have started pairing their acquired digital agencies with big agencies.

Digital advertising will become big and will be about brand building, creativity and engagement. Indian communication will truly become a two-way communication process with the advent of all of this. And 2013 will be a year the likes of which weve never seen before.

The author is chief creative officer, India sub-continent, Leo Burnett.