- 2009/01/17 Sat
- お仕事関連 > クリエイティブ > クリエイティブって
新聞、テレビ、雑誌など、今まではこの3媒体に加えラジオを入れて、マスメディア4媒体なんて呼ばれていました。これら媒体は企業などの団体がスペースを購入し、伝えたい情報を広告としてコンシュマーに流す、一方通行の情報でした。
インターネットが普及し、Webの特性を生かした広告や、商品告知の方法は、今まで色々な方法使って試行錯誤を繰り返してきました。
その中でも、昨年のカンヌ国際広告祭2部門でグランプリを受賞した、ファーストリテーリング社の「UNIQLOCK」が、発想の斬新さ、ブログに貼ってもらうという媒体の使い方など、インターネットを使った広告の一つの方向性を示してくれました。
昨日初めて見た、SONYのビデオカメラHandy CamのWeb広告が、非常に優れた物でしたので紹介します。説明を聞くよりも、上の矢印をクリックしてみてください。
Web 広告の内サイトで良く見るバナー広告自体、効果的には相当目新しい商品など、それ自体に話題性がないと、ただ街で見る看板程度でしか見られませんでしたが、Handy Cam自体今まで長い時間をかけて特徴とブランドイメージを作り上げたおかげか、すんなりと作り手の思惑に乗せられる気軽さが感じられます。
メーカー側の購買ターゲット層も、お金を持っていない若い夫婦よりも、退職金や年金などで小金を持っているその親の世代を狙っている戦略に感じられます。
出てくるムービーは、子育て真っ最中の夫婦はもちろんのこと、自分たちの若かった頃とムービーを重ね合わせ、成長し嫁いだ娘の産んだ孫を見て、思い出という記憶から心地よさを共感させる事。
よく練られた良い広告です、特に成長した子供を持つ世代には、キラーコンテンツになる可能性を持っています。
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