This is the follow-up video by Microsoft Advertising, talking about the broken relationship between the advertiser and consumer. A lot of buzzwords that are still misunderstood. “viral” “integrated” “web 2.0″
Check it out for yourself.
Go to: http://www.gocourtyard.com
Click on “Watch Brian’s Lobby Video”
If you want to go deeper, click on the “New Lobby Features” tab and click through the different videos.
Now, I wouldn’t normally get very jazzed about Courtyard by Marriott, but I’m very impressed by how much they’re trying to evolve a pretty tired and boring brand. They thought through every last detail of a business traveler’s needs (everything from workspace, to food, to music, to color).
I think this is a great example of how more and more brands are taking the opportunity for a major redesign a step further. Beyond the old model of simply refreshing their aesthetics, brands are understanding the consumer’s needs at a much deeper level of experience and interaction. I’m seeing this trend happening across multiple categories (read up on jetBlue’s new Terminal 5 at JFK).
The key seems to be in making the experience true to the brand, but also flexible and adaptable enough for the consumer to mold it to what they want it to be. It’s beyond just a “new look and feel” to drive differentiation. Today’s consumer can sniff-out surface-level differences in brands – they need to feel the difference for a brand to earn their share of wallet. As a result, brands seem to be pushing their redesigns to a new level that goes beyond updated logos and color palettes.
I like this Courtyard by Marriott example because they’re clearly using the web to tout the news of this redesign, and they’re incorporating “digital” into the refreshed Courtyard experience. Note the digital touchscreen with prominent placement in the lobby. I think it’s a nice reminder that while these kinds of digital experiences are important, within our client’s fuller, broader perspective, they’re just part of the overall story. This is an example where digital is critical, but it’s not the whole enchilada.
There was a time when the “big idea” was all that mattered. You didn’t need to know how it was produced because the medium was always predictable and the line between idea and execution was distinct. Ideas will always be central to great work. But we can no longer separate them from the platforms and channels they play out in. In our world, you can’t plan digital communications insightfully, or execute effectively, without understanding how to build it.
Consider the emerging model we’re crafting. Digital communication is dynamic. It starts a conversation, one that is multifaceted and adaptable. The platform of delivery can change, grow or respond every time you engage. And the platform and the message are deeply interrelated. The division is disappearing, because what the idea “says” is no longer enough; what it is and what it does are intrinsically linked. Static, one-way messaging is antiquated.
. . . . . .
Big Spaceship is a digital creative agency. We don’t define our projects in terms of strategy versus production. We come to the table as partners, and there’s strategy and insight behind everything we do. But our core philosophy is rooted in respect and collaboration. Because without those tenets, there’s little chance of achieving excellence.We’re at the very beginning of this. If you aren’t interested in discussing it, optimizing it, improving it, and reconsidering the way you run your business, you’ll inevitably fade into the background. But this can go incredibly well for all of us who start talking…and listening.
COMMENTS:
By Wrecker August 12th, 2008 6:03 pm:
Very well put. I totally agree! Change is in the air, breathe or suffocate!http://creativity-online.com/?action=news:article&newsId=130090§ionId=pov
