So far, this year is being defined by an all too familiar request for the 'WOW' factor. Be it on an exhibitions stand, mall activation, or an event of one kind or another.
Sound familiar?
Augmented Reality, Gesture Technology, Pixel Mapping, Aqua Scripts etc…once the domain of the surplus-budgeted-brave, WOW technology appears to be gasping its way up the agenda of almost every category of client.
But 'WOW' (W) - should not to be courted or treated lightly. If not offered the respect it deserves it can - as we frequently have to endure - have the opposite effect to the one you, or your clients are seeking.
So whether you're a merchant of W, or someone desperately seeking W for an up and coming project, here's 5 tips to keep you on the right path:
1. Make sure it's relevant: As human beings, one of our most primal instincts is to seek relevance. Between our inner and the outer world. As consumers - of brands and media - it's no different; made more potent in fact by the immediacy and democratic expediency of social, digital and new media technology. Good news for us as discerning curators, bad news for brands and wannabe purveyors of W, who now need to work much harder to matter. W for W sake is short term, shallow and easily forgettable at best; annoying, confusing and resented at worst. To connect, enthrall and enchant, make sure your W is a real, believable and relevant part of your brand or event story.
2. Give it life after the event: This is really just basic commercial common-sense. By investing a little more energy at the planning stage, you can transform your W idea into a longer term part of your brand strategy. From experience, good W accounts for between 15 -20% of a project budget. The larger the project the more that amount of CAPEX is going to sting. By ensuring that your solution can live on in a broader context after the event, you'll not only be making that investment work harder, you'll also have made sure your agency or planning team have ticked that 'relevant' box.
3. Make sure it solves a real problem: Ok, closely related to relevance, but this is more a way of thinking. If W is required, brief it as a necessary 'solution' rather than a wanton 'gesture.' Scale, complexity, language, distance etc…look for axiomatic ways in which the potential impact of your project is being constrained. You'll have a much more solid platform to start planning on (and yes…increase its relevance).
4. Involve people as much as possible: Yes we've all heard the cliche: "...involve them and they'll understand". But it's a cliche for a reason. Get your W into people hands. Surround them with it. Allow them to interact, shape it and share it. The effect on impact and recall will be quantum!
5. Idea first, technology second: Always plan Bottom-up. 'Always'. Try not to be seduced into knee-jerk budget squandering by that amazing pixel mapping that's gone viral on Facebook. Or by the break through Augmented Reality application brand x has just released, that everyone's talking about. Or what about that new Gesture Based interactive window display in Shop Y? Surely that's reason to suck budget from online….(and breathe). Creating powerful, lasting and commercially sound W is no different to any other creative pursuit. And should be planned and built upon a strong, relevant and scalable idea, itself inspired by real commercial challenge or opportunity.
Sound familiar?
Augmented Reality, Gesture Technology, Pixel Mapping, Aqua Scripts etc…once the domain of the surplus-budgeted-brave, WOW technology appears to be gasping its way up the agenda of almost every category of client.
But 'WOW' (W) - should not to be courted or treated lightly. If not offered the respect it deserves it can - as we frequently have to endure - have the opposite effect to the one you, or your clients are seeking.
So whether you're a merchant of W, or someone desperately seeking W for an up and coming project, here's 5 tips to keep you on the right path:
1. Make sure it's relevant: As human beings, one of our most primal instincts is to seek relevance. Between our inner and the outer world. As consumers - of brands and media - it's no different; made more potent in fact by the immediacy and democratic expediency of social, digital and new media technology. Good news for us as discerning curators, bad news for brands and wannabe purveyors of W, who now need to work much harder to matter. W for W sake is short term, shallow and easily forgettable at best; annoying, confusing and resented at worst. To connect, enthrall and enchant, make sure your W is a real, believable and relevant part of your brand or event story.
2. Give it life after the event: This is really just basic commercial common-sense. By investing a little more energy at the planning stage, you can transform your W idea into a longer term part of your brand strategy. From experience, good W accounts for between 15 -20% of a project budget. The larger the project the more that amount of CAPEX is going to sting. By ensuring that your solution can live on in a broader context after the event, you'll not only be making that investment work harder, you'll also have made sure your agency or planning team have ticked that 'relevant' box.
3. Make sure it solves a real problem: Ok, closely related to relevance, but this is more a way of thinking. If W is required, brief it as a necessary 'solution' rather than a wanton 'gesture.' Scale, complexity, language, distance etc…look for axiomatic ways in which the potential impact of your project is being constrained. You'll have a much more solid platform to start planning on (and yes…increase its relevance).
4. Involve people as much as possible: Yes we've all heard the cliche: "...involve them and they'll understand". But it's a cliche for a reason. Get your W into people hands. Surround them with it. Allow them to interact, shape it and share it. The effect on impact and recall will be quantum!
5. Idea first, technology second: Always plan Bottom-up. 'Always'. Try not to be seduced into knee-jerk budget squandering by that amazing pixel mapping that's gone viral on Facebook. Or by the break through Augmented Reality application brand x has just released, that everyone's talking about. Or what about that new Gesture Based interactive window display in Shop Y? Surely that's reason to suck budget from online….(and breathe). Creating powerful, lasting and commercially sound W is no different to any other creative pursuit. And should be planned and built upon a strong, relevant and scalable idea, itself inspired by real commercial challenge or opportunity.
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