When traditional woos digital

Jan 22 2013, 01:45 IST
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SummaryThe 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.

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. There’s 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 channel’s 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

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