Analogue Vs. Digital – Why Old Media Is Ripe For Innovation

Analogue Vs. Digital – Why Old Media Is Ripe For Innovation
SHARE
THIS



Real innovations are taking place beyond our screens, says brand strategist Daye Moffitt.

Increasingly, creative agencies are asked to produce digitally relevant, new and inventive ideas. No pressure of course; except there is, and gigabytes of it. Accelerating change is a real thing. Technology evolves as we blink. And those that don’t evolve synchronously will soon die; cause of death, irrelevance.

But here’s the question: have we become so obsessed by the digital realm and its linkage with forethought that we’ve failed to see the enduring value of a brand’s physical presence? I think so. And here’s why: In today’s digitally overloaded world, physical presence is a gesture to your consumer, and if executed correctly, a measure of quality. Conduit Inc recently argued that the move towards the ‘end of print’ in favor of digital content is in fact having an ‘invigorating’ affect, declaring that the value of print has increased because it now stands out more than it did in the past; a direct symptom of the multitude of electronic and digital distractions vying for our scattered attention.

Consider the rare joy of receiving a personal and handwritten letter in your mailbox: Or the distinction between the thrill of a postcard versus an email. The difference experienced is an inherent sense of keepsake or ‘felt value’ in something tangible, where someone (business of person) has taken the time, money and effort to produce something real. Irrespective of whether its thrown away the next day or not. Still not convinced? Perhaps the new ways in which agencies are reinventing communication materials to create purposeful meaning and benefits will sway your opinions.

The perfect example: The Drinkable Book. To assist people in the developing world who don’t have easy access to clean water, DDB North America collaborated with WATERisLIFE to create a guide to safe drinking water. Printed in English and Swahili, The Drinkable Book teaches communities about safe water habits: Critical information, but only the start. Each page of The Drinkable Book includes two filters treated with silver nano particles. These particles remove bacteria that cause diseases such as cholera and typhoid. And each filter, which costs only a small amount to produce, can be used for a month. This clever little book provides someone with clean water for four years. Innovation indeed. And there are more examples: like a mosquito-repellent newspaper in Sri Lanka that mixes ink with citronella essence to help combat a country plagued by dengue fever. Or a giant poster on a wall at the University of Sheffield featuring a poem, In Praise of Air that’s been coated with microscopic particles of titanium dioxide; which, when mixed with sunlight and oxygen absorbs atmospheric pollution.

The more you probe, the more cases you stumble upon. Genuine brand and communication innovations are taking place beyond our screens. Which leads me to my next point: Sometimes technology fails. And sometimes, it’s just not the best business solution. Yes technology often fails, I hear you echo. But I’m not talking about that inevitable, awkward moment when your Mac stubbornly refuses to sync with your client’s PC system. Or even the recurring and agonizing occurrence of The Spinning Wheel of Death. I’m talking about those moments in recent history where brands have thought long and ‘logically’ about the ways consumers behave, their new unmet needs and indeed, their future desires.

There is no better case in point than the humble digital photo frame. Whilst on paper it makes sense, on your mantelpiece, or lord forbid, wall, it makes little. At best I’d call it a numbing of the senses. And at worst, just plain, bad, misguided taste. This perhaps explains the digital frame’s wearisome presence on the Top 5 Gifts to Return After Christmas list; cited: These gadgets looked neat on Star Trek 20 years ago, but digital photo frames have become obsolete. I concur. I’m not saying that there’s not still a significant role for digital or online communications; I’m simply saying that striking the right balance and knowing when to exist in which world is key.

Long live what’s real.

Latest News

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]