KEEP IT SIMPLE
How do you create influence? Well, it is not very complicated. Start by understanding the problem behind the problem. Treat people as friends, not as customers. And look at technology as a tool to help develop the most innovative and effective solution.
Looking at technology in new ways allows us to bring more meaningful solutions to improve people’s lives. We made it easier to donate to Community Chest in Singapore by looking at commuter transit cards differently. In Brazil, we brought comfort to children with cancer by adding WhatsApp audio notes to their teddy bears.
In Belgium, B-Classic’s “Classical Comeback” shows what can happen when we really understand the problem and treat people as friends. They found a way to make classical music hip in a digital world, beating out Kayne West to the top of the new music video charts and even airing as part of the regular mix on MTV and other local music video channels. By focusing on the problem behind the problem we were able to develop life-saving solutions for Water is Life and the City of Las Pinas – two clear examples of the true convergence of creativity, humanity and technology.
Find the relevant truth. Craft it. Always remember that digital is not media – it is infrastructure. Focus on relevance, not on awareness. Create something that adds value to people’s lives and they will care. No one is really interested in advertising.