Although this is about 4 months old I thought this campaign was worth blogging because it is by far the best digital led campaign I’ve seen by a traditional agency – in this case Saatchi & Saatchi. A lot of people in adland obviously did not ‘get it’ – questions around why would someone bother to take a photo are easy to find, but we would argue that putting a measurable element in an Outdoor is gutsy and that the campaign was a great conversations starter packed with emotion – which is what digital is all about.
How it worked: Take a photo (outdoor billboard) with your phone and the audio story is sent for you to listen to. The website is also very well constructed even though the UG comments feature deserved to be more prominent.
Whilst Saatchis did claim at launch that this was new technology, we would argue this was not true. Companies such as Mobot (here) have been offering these services for several years and they have been used by companies such as Ministry of Sound and MX magazine in campaigns. We’ll forgive Saatchi’s on this occasion because this is a beautiful campaign.