Earlier this year, Twitter introduced the new GIF-like video app that allows users to create 6 second long videos. I’m sure everyone has heard (sound is optional), or at least seen a few of them by now; quite a few large brands have been early adopters, including American Outfitters and Dove.
Vine isn’t the first of its kind; first came Viddy, Tout, Socialcam, Cinemagram, which are notably available on Android as well as iPhone and iPod touch. But due to Twitter’s backing, it’s immediately being hailed as the Instagram of video. It’s zoomed past Viddy and SocialCam in its first month by gaining steady market penetration to 2.8% of highly active tweeters. But compared to a 0.5% and 0.2% of penetration by the others respectively, media sharing on Twitter is still most reliant on Twitter photo hosting and Instagram (thanks to RJMetrics blog for numbers).
But, rather than replacing still pictures, it seems there’s much talk about whether Vine will soon replace the now 26 year old GIF format, beloved by Tumblr. Interestingly, previous to the release of Vine, noises were being made about the re-emergence of GIFs. Whereas it was previously quite hard to generate GIFs – or at least you had to be relatively tech savvy – in the last year apps such as Cinemagram and Gifboom have been released for both Android and iPhone, allowing users to create GIFs via their cameras. Once again this increases accessibility for the GIF format – known best for its accessibility across nearly all online platforms due to its relatively low download time (compared to high res images).
So, with all the new programmes and apps around, even the GIF isn’t really being left behind – like all technologies with a decent following, it’s evolving into something new.
Anne Street Studio Cinemagraph
From the ashes of terribly looped clip-art animation, it’s now occupying the space of advanced photography that bridges the gap between still image and video and that current fashion of being vintage.
So no, Vine isn’t the new GIF. GIF is the new GIF. It’s just going in a new direction.
by Jen Talbot, Account Manager
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Unilever has announced the appointment of Havas EHS to lead the development of a global consumer data strategy and roadmap that will enable its brands to harness the power of consumer data, including social graph data, to improve their ability to engage with the right audience at the right time.
Babs Rangaiah, Unilever VP Global Media Innovation, explains, “Data has always been important for marketing purposes, but collecting and harnessing consumer data has taken on greater urgency because the sheer amount of data that is passed through the internet is growing exponentially by the day.”
“We still firmly believe that our brands need a balance of Magic and Logic – this will make sure that our best creative efforts reach our consumers in an efficient and effective way,” adds Rangaiah.
Tash Whitmey, CEO of Havas EHS says “Unilever are setting out to completely change how they use data and social media data on all of their brands and we are delighted to be the agency they’ve chosen to lead this project. It is completely in line with our agency strategy of enabling brands to bring together data, technology and creative and deliver it to customers via a genuinely helpful and inspiring experience.”
Event date: 9 October 2012
This Headspace, like all our events, aimed at illuminating an area of our field by sharing our views as well as those of a guest speaker. We gave the event an upgrade this time, going to the gorgeous, glittering Goldsmiths’ Centre, just around the corner. The guest list went way over the capacity of our office space so we had to go off-site – which is very much not a complaint, we assure you!
Enter the speakers: our own Matthew “Fitz” Fitzsimons, Head of Planning in our Cirencester office. He spoke about our new approach to CRM and brand experiences, called FulCRM.
Kicking things off was Google’s Director of Cross-Product Solutions, Noah Samuels, who shared Google’s thought-provoking vision of how to “win the moments that matter”.
Matthew "Fitz" Fitzsimons at Headspace
In his talk on the relationship between advancing digital technologies and the evolution of the customer journey, Noah explained that consumers are now hyper-informed. They consult an average of 18 online sources before buying a car and seven sources for beauty products. The average time to make a purchase takes up to seven times as long as it used to, and that’s not just for big ticket items.
The need for truly mobile-optimised websites was among the other topics, along with the blurring of lines between commerce and e-commerce.
Where is CRM headed? Fitz spoke to us about the many ways that brands and customers interact now, where each touchpoint gives the opportunity to round out the customer’s story. Using this plethora of information in a focused and creative way can bring customers closer and drive value through loyalty.
The Havas EHS approach is about delivering brand experiences that are useful and enjoyable. If a fulcrum is the point around which a lever pivots, FulCRM is the experience around which a brand pivots.
Fitz signed off with some sound advice on making the most of data using the FulCRM philosophy.
Full notes on the talks have been written up (and are an interesting read, if we do say so ourselves), so ask Henry to send them to you by emailing firstname.lastname@example.org.
Google's Noah Samuels
YouTube channel homepage
Our pre-launch campaign to support Peugeot’s new baby, the 208, is now up and running. And very proud of it we are too. It’s fronted by Nonstop, the US dubstep dancer who’s currently taking the world by storm, and who pulled a lot of gravity-defying moves out of the bag in a drafty Bristolian car park. Here are Ingo and James with Nonstop at the shoot, in their best ‘Meeting A Famous Dubstep Dancer’ outfits. Nonstop is the one in the middle:
Dads’ day out
The campaign focuses on a dance competition, Who’s Got The Moves?, to draw out the UK’s hordes of closet dancers, with the intention of sending the best one to Ibiza with seven of their mates for a VIP holiday. The competition is hosted on our LetYourBodyDrive YouTube channel, so if you’d like to enter then dust off your disco pants and check it out here.
The video was produced and directed by the tireless Rubber Republic, and the competition is supported by various social media channels, and a nationwide roadshow run by Initials Marketing. Entries are now starting to come in so have a look at the Gallery for the last word in UK popping. Word. Up.
By: Sarah Wood, Senior Copywriter
Breaking news in the world of FloorD: our NFC competition was written up in the Metro!
That means that UK-wide readers of the Metro newspaper learned about our stair-climbing NFC competition and work for the Mayor of London’s Summer Like No Other.
Interest in FloorD is building rapidly; enquiries are coming in and there have been some great write-ups in trade press like Digital Buzz, Campaign and The Drum. Here’s the clipping, in association with the highly respected Contagious Magazine:
FloorD in Metro, May 8, 2012
FloorD’s first winner is Eve James, who won a Nike Fuelband for the 1,077 flights climbed since FloorD’s launch.
Something quite odd happened to me at a cross-agency meeting recently. After presenting a series of email concepts to the room, one of the other Creative Directors turned to me and said,
“Of course, email is all very well. But if you want to create true impact, you need to do a printed piece. Print is the most premium way to convey a message. But as digital marketers, you wouldn’t understand.”
Now this led me to think a couple of things. The first probably isn’t it printable. The second thought was, “Great!” Because it really is about time that print DM came back in fashion.
Of course, we’re never going to produce as many DM packs as we used to. The cost-effective nature of emails has put paid to that. But introducing more print back into the marketing mix can only be a good thing. And as someone with quite a lot of experience in print, thank you very much, I couldn’t be happier about that.
By: Jimmy Thompson, Associate Creative Director
We’re proud to unveil FloorD, a new competition incorporating the latest technology to get EHSers to step up to a ‘Summer Like No Other’ in London 2012.
We’ve given all our staff NFC (near field communications) computer chips embedded into stickers that they swipe against card readers installed in our stairwells. Every time they swipe, a signal is sent to a central server which keeps track of the number of stairs climbed. And if they swipe too many times or too quickly, the computer smells a rat, assumes they have taken the lift and deducts points for cheating. Each month, prizes are awarded to the departments and individuals with the most points.
This innovative use of technology to drive behaviour change using gamification was conceived by the agency team working on the website and social media platform for ‘A Summer Like No Other’, the Mayor of London’s £90m programme of free sports and cultural events in London in 2012.
“We want our ‘Summer Like No Other’ programme to inspire every Londoner and it’s great to see our digital agency, EHS 4D, bring together creativity, technology and good old good fun like this”, said Daniel Ritterband, Marketing Director for the Mayor of London. “I’m sure this will be the first of many examples of the UK’s creativity that will be showcased to the world this summer.”
“It’s amazing how quickly you can bring an idea to life by finding the bits you need on Google, solder them together, hack some code and work up some design ideas to get a prototype running.” said Nigel Clifton, Head of Creative at EHS 4D. “Moreover this is a great example of the use of ‘gamification’ to drive behaviour change, something many of our clients are now looking to do to with consumers who want to be entertained, engaged and inspired by their relationships with brands and not just sold to!”
For an up to date league table, images and movie of the project see: www.floord.co.uk
Someone’s getting a bit carried away with the sticky back plastic! What could it be?
Kind words in the annual Campaign school report today:
“The agency is as well-known now for its digital capabilities as it is for its direct marketing credentials, making it an attractive option for brands”.
“Effectiveness and CRM are the agency’s bread and butter”.
“EHS 4D should be applauded for its continued impressive new-business performance and, with a new leader in place, 2012 could be a year for further growth.
And they agreed with us, saying we’re worth 7 (out of 9).
But must and will try harder. Watch this space.
Lovely ad in Campaignmag this week from Google on the mobile web and an invaluable guide to how it all works. Shame the URL in the ad is wrong and they forgot to buy the adwords to help people find the right site. Check it out here.