Archive for March, 2014

The internet isn’t a marketing tool, it’s a relevance engine.

The internet is essentially a relevance engine. It allows you to navigate a path of your choosing, digging deeper into topics that interest you and bypassing the things that don’t.











So, when it comes to trying to tell people about your product or service, relevance is your secret weapon.


You should do solutions and not ads. You need to think like an inventor and a storyteller.

Do a demonstration

A collective action

A creative platform

A phone app

An interactive video

A tool

A product

A game

A character

A world

A visulisation

An experience money can’t buy…

In-fact, an ad should be the last thing you should be doing.

Do something RELEVANT to the medium

The above is a TV ad done by the agency I used to work out.

This is a digital execution of the same thought.  We could have just created some banner ads with the funny looking kid and the same endline. This lazy approach to digital advertising is known as “Matching luggage”, and should be avoided as a rule.

Here are some other examples as you how you can make ideas relevant to the medium.

Be interactive

Subservient Chicken is a legendary example of an interactive campaign. It needed you to interact with it to bring it to life. It was unexpected, discoverable, bizarrely hilarious and super successful.

This Skittles You Tube video also asks for your interaction to close the loop in an unexpected and surreal way.

Put the audience inside the idea


Burger King’s Whopper Sacrifice gave you more than just a free burger for offing your sham Facebook friends, it gave you a story, kudos for calling bullshit on the whole competitive Facebook friending phenomenon. It put you inside the idea, and the story of your participation became yours to tell. The fact they turned Facebook shutting it down into PR victory, doubles the genius of this legendary campaign.

My agency did Remote Control Tourist last year. It put our audience in charge of the story and where it went.

Museum of Me literally built your personalised story using your own Facebook information. As well as being an incredible technical achievement, its true cleverness lies in creatively feeding back on everyone’s favourite topic – themselves.

Do a product demonstration

This is a project I worked on a few years back. We were luckily given a product that had a unique feature which allowed you to send prints to a printer from anywhere via email. So we demonstrated this capability by sticking it into an art museum and turned it into an inclusive art project.

Orcon Broadband in New Zealand could have just said our broadband is fast, instead, they did this.

Be useful

The brief for this project was to show that the Yellow Pages is still useful, so we used its API and catch-up TV of a renovation show to create a whole new way of using it.

Everyone got a bit carried away the promise of Augmented Reality a few years back. USPS using it to size-up parcels was a perfect application.

Bring data to life

Wearable tech is coming in all shapes and sizes, which means we will be able to feedback on peoples behaviour in new a meaningful ways.

Create a product

Make your idea relevant by adding to what is already going on rather than distracting from it.

Stay Smart, America! from Ben Jones on Vimeo.