The subject of this post is one of those (now) old, well used quotes from the film, Ferris Bueller’s Day Off. Whatever context you want to take it, I don’t think it has ever resonated more than in today’s marketing climate, everything moves fast and if you don’t stop and look around once in a while, then chances are you are going to miss (out).
Marketing strategies are prepared many months, if not years in advance but the question is, with the now fast moving times, do they have the flexibility to respond to the moment? In my opinion that takes great courage within brand teams, and is largely based on whether they are willing to take a risk and put themselves forward before competitors. Can brands be agile and still maintain their values? Can they be reactionary?
The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function. Via agilemarketing.net
I wanted to write this post and illustrate how agile marketing and digital production can go hand-in-hand and to dispel some myths about how animation and motion graphics can take a long time time and by virtue are expensive, which is not always the case. There are many levels of that process, that can be worked in order for marketeers to ‘hit the moment’. Engaging content can be created quite quickly; games, apps, websites and banners can all be generate in days, not weeks if its needed. Frameworks can be built within which target messages and values can all be placed in an instant.
The most recent, noticeable example in the storm of agile marketing was during this year’s Superbowl, when, halfway through the game the power went out for about 45mins, during which Oreo Cookie’s tweeted: “Power out? No problem.” Then Oreo linked to an ad of an Oreo cookie, with the copy, “You can still dunk in the dark.” By the time the lights came back on, the tweet had already been shared more than 12,000 times.
The brand and its agency, 360i, were already huddled together and poised to produce a real-time ad. “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” 360i president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.” via Canadian Business
Back in 2005 we created an online series for SONY called Trona which assisted in promoting their online magazine My SONY. We produced one episode a week for 25 weeks and each episode was about 30-secs in length. The storyboard was approved on a Monday and the following Monday its was delivered complete. Since SONY is about (electronic) products, each week we agreed which product would feature, the stories themselves we pre-approved (in principle) on commission of the project. This project in my opinion is a primary example of how animation can work as an agile marketing asset. We laid down key foundations but we were able to move and change direction within any given week, we could roll with the moment. From our perspective this made the project even more enjoyable, it was challenging, innovative and got us recognised. From a SONY point of view it was risky and took courage from many stakeholders in order to make it happen. The project was a great success.