ISSUE 3: DIGITAL IS INFRASTRUCTURE
“Adapt your techniques to an idea, not an idea to your techniques.” – Bill Bernbach
Bill Bernbach may not have been able to imagine all the new inventions and technologies of our lives today, but his words may be even more relevant to our business now.
One of the reasons so many online marketing campaigns aren’t successful is because they are still approaching digital as a media. They are trying to develop messages to fit the latest technology, rather than finding or building relevance for the brand and their customers. Digital is an infrastructure. Everything in the world is connected now and there is no lack of information. You cannot fool people. You have to use this infrastructure to deliver the relevant truth of your client – that special something that brings real meaning or value to people’s lives.
With their “Our Food Your Questions” campaign, Tribal Toronto allowed McDonald’s to address the myths and misconceptions surrounding their brand, openly and honestly, as only an online platform could deliver. Also for McDonalds in Sydney, we developed a digital app that lets its customers track exactly where the ingredients in the food they bought came from, introducing them to the local farmers, bakers and fisherman who are their suppliers. By understanding the digital infrastructure, DDB NY delivered a powerful pro bono campaign for Water is Life that raised awareness and donations in a whole new way. DDB Chile’s “This or That” pro-reading campaign also used twitter to personalize and add value to its idea.
When we understand how technology connects us today, we are able to uncover the right techniques to communicate our message. And we are able to spend more of our time finding the relevant truth and shaping the kinds of ideas Bill Bernbach still calls us to create.