We are all aware of how saturated the globe is now with new technology.
You are even likely to see grandma’s walking around typing an SMS these days.
The convenience that this technology offers us makes it an easy choice, hence its growth as the preferred means of communication.
It could be easily assumed, therefore, that we as consumers prefer everything to be on a screen.
But there is an opposing force, which is driving consumer desire. As technology changes so rapidly there is a longing for how things used to be.
Nostalgia for the more tangible, personal, and authentic ways of the old days reinvented in modern times
So we have a desire for convenience.
Clashing with a desire for engagement.
What if advertising could bring these two ideas together?
If our campaigns don’t just focus on the digital space, but use this as a platform for collaborative projects that the audience can then translate into their own world.
A nice example was executed for the Swedish postal service last Christmas.
The insight being that people still prefer to receive a traditional Christmas card, even though online e-cards were increasing in popularity for the givers.
The creative execution, ‘Living Christmas Cards’, allowed personalised ‘one-off’ cards to be created and ordered online and then mailed to the recipients home as a hard-copy, similar to a post-card.
Another proof of the pudding is the campaign involving the use of iPhones to catch ‘invisible’ butterflies out in the ‘real world’.
Multi-dimensional campaigns that weave their way into peoples lives both on and off-line.