Mc Cann Erickson have developed an interesting campaign for Microsoft Office 2007. Even though the stories are pretty trivial in their own right, the way they are told and the time (media take note) they take to tell them turn them into mini episodes which are actually quite enjoyable to view. They're all labelled as 'web-films' so my guess is that they won't make it into classic commercial blocks (save one or two times, just to be able to enter it in competitions) which is a bit of a shame.
Three of my favourites below:
I like the movies as well (to be honest I work at Microsoft) but why is it a pitty that they are not shown on television... is there anybody still watching television nowadays ;-)
Geert
Posted by: Geert | 27 April 2007 at 12:45
According to the media figures I see there are still quite a lot of people watching television. And I have no reason to believe that those numbers will start to diminish at an alarming rate soon. I'm not an avid television freak myself but I'm well aware of the fact that I still belong to a minority. If you look at the buzz some programs generate in Belgium you pretty much have to conclude that there are still a lot of fans up and about (and that includes youngsters).
I do, however, think it's a pity that networks don't see the potential in this kind of branded content. Because that's what it is: it's a commercial, but good drama and comedy nonetheless.
My guess is that it won't be long before networks start picking up from webrelated sources like YouTube et al, to fill in certain slots. Would it be such a crazy idea to have a daily overview of 'what's hot' on the net, on network television?
The biggest itch here is that commercial networks aren't really very accommodating for work like this: they'd have you pay the added rates for 30' spots and add a fee because you take up too much time...
Posted by: Yves | 27 April 2007 at 13:25
Yves, I agree with you (of course) but when it comes to B2B communications (such as for Office 2007 and the project I'm working on targetted at media and creatives) would you still invest in media on television?
Posted by: Geert | 27 April 2007 at 14:02
I'd agree on launching it on the web first, because current rates and ways of working would not allow anyone to do this on tv in a cost efficient way.
On the other hand: I know quite a lot of people in B2B who do watch television ;-). And it would be positive for Microsoft's consumer image as well.
Posted by: Yves | 27 April 2007 at 14:10