Rethink the Mix
Creating memorable visual metaphors
Rethink the Mix
Think With Google
Concepting • Animation
Ad spending is down and competition for media dollars is heating up. Media buyers need to decide how they make the most of their budgets to maximise effectiveness for their clients. The Hallway was tasked to come up with an overarching idea that creatively lands the message that digital media is effective, in a memorable and compelling way. Why? The evidence is irrefutable. YouTube builds brands and Search is a crucial, always-on strategy. Instead of telling media buyers to rethink their media mix, we’ll show them, using engaging visual metaphors and demonstrating hard-hitting media statistics in a compelling way.
Skills and Involvement
Worked closely with the Creative Director and Art Director to explore multiple routes and styles in order to convey the data effectively.
Took the master illustration assets and repurposed them for animation.
The data tells us that 85% of shoppers research online before purchasing.
Perhaps it’s time to consider adding Search to cart for your media mix? Rethink the mix.
Look what’s happening. The data tells us that ads on catch up TV are only seen half the time.
Whereas ads on YouTube earn the highest share of attention. It’s easy to see how YouTube could benefit your marketing mix.
The data tells us over half of Australia uses YouTube to research what to buy. Perhaps it’s time to add some spring to your media mix with YouTube.
The data also tells us that integrated campaigns enjoy 31% more than non integrated campaigns.
Perhaps it’s time to add a few more digital ingredients to your media mix.
You can still build a strong campaign leveraging offline media, but the data tells us combining offline and online makes your comms 50% more effective.
Perhaps it’s time to add a scoop of digital to your media mix.
Why just go long, when you can go short at the same time? You see, research shows that digital video yields short term ROI while also delivering over the long term. When you can have both ways, why wouldn’t you?
Your audience is still watching TV. However, the data tells us combining TV and search increased ROI by 25%.
Have you considered adding search to boost your media mix?
Watch out! Even your most loyal customers are vulnerable to the charms of other brands - and nowhere more so than online. In fact the data tells us that when a competitor brand shows up in Search, as many as 1 in 3 people will choose this brand over their original choice. What can you do about it? Keep your eyes on the road, and… maintain your Search presence.