Jakamisen arvoiset mainokset


Written by on Wednesday, February 29, 2012

TED julkaisi jälleen hienon listauksensa mainoksista, jotka ovat jakamisen arvoisia. Mikä mainoksesta tekee jakamisen arvoisen tässä kontekstissa?

Kuten monesti esimerkiksi omissa Facebook- ja Twitter-feedeissämme huomaamme, sisältö jota jaetaan

  • ravistelee nykyisiä käsityksiämme asioista
  • viihdyttää meitä ennen kokemattomalla tavalla
  • saa meidät kokemaan samaistumista
  • opettaa meitä ymmärtämään ja tekemään asioita toisin

– – – – – – – – – – – – – – – – – –

Katso TED:n Ads Worth Spreading -lista tästä.

Oma suosikkini vuoden 2011 mainoksista TED:n listalta on tämä:
http://www.youtube.com/watch?v=ArLiKPFsFoU

Amazing Instead of Branded?


Written by on Saturday, February 18, 2012

Branded content has been on the table since a while now and also when speaking about online video. As brands are becoming publishers it’s the content that actually matters, especially when there are expectations for a bigger buzz.

Brands are desperately trying to involve their logos, products and taglines everywhere, and that’s a thing which partly might annoy a great bunch of people. The audiences skills for analysing the content they consume have become much more sophisticated, and too rude brand messages for example in videos might make the viewer click on the next video suggested.

I recently came across an interview of Katalyst Media’s president Anthony Batt and was impressed by his words on the future of branded content:

“Branded content” sounds like, “Well, brands need to make content.” But they can’t make content because they want to talk about themselves all the time. They need to get behind people who actually create content, and they need to sponsor it, not lightly, not like, “Hey we bought you this,” because people won’t know about it. They need to get into it, but they need to understand who their audience is, understand what their audience would love, realize that no one else in the world is doing that for them…”

Here’s a great example of amazing content that has begun to spread on YouTube for two days now. And it’s all about “amazing”:

Here’s a classic piece of amazing content too, but in this case a brand is more clearly involved. This is amazing too, and it feels it’s done right:

I think that more and more brands are beginning to move into the direction of “amazing content”, which is a nice thing for the audiences they’re targeting.

The web is what you make of it


Written by on Thursday, February 9, 2012

True story from UK:

This is something that I came across already some time ago. It still inspires me. Why? Because the effect of the web is so real.

In terms of online video this also shows clearly what you can do with YouTube. Many have said: “Well ok, that’s cool but hard to replicate.” Sure! Of course it is. But that’s not the point to learn to replicate what Jamal has done.

The point is to see the possibilities that lie in this. What could you do with YouTube? How your hobby and passion, business or private, become big and reach millions of people…

Sure it’s not easy to do. It’s hard work, which requires commitment. But there are no limits, no boundaries. And there are also many people to help you! People like us.

About the author

Pauli is one of the co-founders behind the KLOK. He's been active developer of the style and expression of online video content as a director for years now. More recently developing ideas into productions as a Creative Director. Relevance, engagement, original style as well as strategic point of view are equally important to every story he's been working with.

Super Bowl on poikkeus


Written by on Monday, February 6, 2012

TV-mainokset eivät toimi YouTubessa. Ne on tarkoitettu nimensä mukaisesti näytettäväksi TV:ssä. Internetissä ihmiset hakevat useimmiten hyötyä, inspiraatiota, ohjeita ja viihdettä, ja tämä pätee myös videoihin.

Todella harva on innoissaan joutuessaan pakon sanelemana kohtaamaan mainontaa (esim. netti-TV:iden pre-roll), ja vielä harvempi suoranaisesti etsii keskivertoyritysten mainoksia YouTubesta. Kuitenkin lukemattomat suomalaisetkin yritykset sortuvat siihen, että ne lataavat TV-mainoksensa YouTube -kanavalleen ja kutsuvat sitä sitten vaikka “sosiaaliseksi videosisällöksi” omissa sisäisissä palavereissaan. Puhelimessa kerrotaan, että “Meillä on nämä asiat hoidossa”. Ei muuten ole, jos kysyttäisiin sitä mitä heidän asiakkaansa haluaisivat heidän esimerkiksi YouTubessa näyttävän.

Kuten otsikkokin kertoo, tekevät maagiset sanat “Super” ja “Bowl” tähän pienimuotoisen poikkeuksen. Kyseisen megatapahtuman mainostauoilla näytettävät mainokset ovat vuosi vuoden perään internetin katsotuimpien joukossa. Ne ovat suurta viihdettä, niihin panostetaan valtavasti, ja ne saavat niin suuren mediahuomion, että niitä jaksetaan myös netissä katsoa. Keskiverto TV-mainoksella kuitenkaan ei ole mitään asiaa tuolle em. listalle (suuren luokan mainokset ja retroilu saavat yleisöltä vielä ehkä pienen mahdollisuuden). Mikäli tämän vuoden Super Bowl -mainokset ovat menneet ohi, voi niitä kätevästi katsoa ystävämme YouTuben tarjoamalta Ad Blitz -kanavalta.

Case study: Nokia World 2011


Written by on Thursday, February 2, 2012

http://youtu.be/9x63ksRA2LE

Let’s move a little bit backwards to last autumn. At the late 2011 one of the biggest cases for us was the Nokia Research Center lounge at Nokia World.

Case: Bring the concept of the lounge, “digital butterfly”, to life at the venue and online with video footage.

What we did was a lot of stuff with videos. One part of the whole thing was animations to visualize the butterfly and give the digital
appeal for the whole concept. Another part was to produce product videos that were shot in Helsinki, Tampere, Istanbul and finally one
in London.

The key to animations was to attract people into the pavilion which was the centerpiece of the Future lounge.

Using the areal video screens around the whole venue and animating the flying butterfly we were able to catch people’s attention and to
communicate the light and modern feeling of the lounge. Video screens inside the cocoon were used to reflect the butterfly theme and give the digital look for the whole area.

Demo videos that were produced in advance were shown around the lounge showcasing the different aspects of new technologies. Finally one key element was to push the whole story of the Future Lounge to online audiences –  so the final touch was to make a news video, a wrap up of the whole thing. Within 24 hours from script to release this production was a very different process than anything else. Still we had to manage and maintain the look & feel of the whole concept.

3 key elements made the Future lounge move and go online:

  1. Animations to visualize the concept and catch the attention
  2. Product demos to materialize the future
  3. A news story to make all of this public

Results? Our clients have said:

Just awesome. More than i’ve expected. The visualizations looks great.

The ideas from you and the whole production process was top notch and the quality of the work is better than I imagined.

We’ve received a huge amount of positive feedback. People have been so excited. One part of it is thanks to you guys.

The wrap-up news story about the Future lounge:

http://youtu.be/G_BsO3bRe1w

About the author

Pauli is one of the co-founders behind the KLOK. He's been active developer of the style and expression of online video content as a director for years now. More recently developing ideas into productions as a Creative Director. Relevance, engagement, original style as well as strategic point of view are equally important to every story he's been working with.