Media: creativity (MC, unit 7)

Cost of fragmentation and saturation is that you need to be creative to get people's attention and bring something new.

Examples: BEcause (Loewybe) ran award-winning campaign for Pampers. Sleep like a baby roadshow immersed parents in recreated baby's world through a 16 meter toy train. Experienced the confusion of a baby's mind while it sleeps, tried to build tower with unstackable blocks etc. Each carriage dedicated to different sleep insights intended to educate parents and entertain babies. Trained brand advocates (mums) guided people through. Had product pod at end. Hosted in shopping centres.

London Lite went to war with the London Paper. Jack Liberties sent army of tea-ladies out to hand out afternoon treats to London's drivetime DJs (Lite as London's favourite afternoon treat). As figures showed Lite ahead of competition, they dressed as superheroes to ambush major media agencies shouting about the impressive figures.


Advertisers are also looking at new ways of using traditional media e.g. interactive billboards etc.

Examples: BBC World's New York interactive billboards showing image of soldiers. Live counts of text messages for either 'liberator' or 'occupier'.

Channel 4 was the first advertiser to sign up for a new series of bluetooth enabled poster sites on the London Underground that let users download 4Docs on their phones.