A discussion of what makes campaigns successful

gustav — Thu, 10 Dec 2009 18:23:21 +0000

On 18 November, the three researchers in the project and Morgan met up with half a dozen advertising professionals in Gothenburg, mainly from award-winning agencies Crispin Porter + Bogusky Europe and Forsman & Bodenfors. The purpose of the event was to improve our understanding of what makes an internet advertising campaign successful, innovative, and award-winning. Mathias Appelblad first gave his view of how F&B approached the internet and created a series of highly acclaimed campaigns such as Cannes Grand Prix winning Volvo XC 90 launch from 2003 and gold-winning Drömkök åt alla for IKEA from 2006. The CP+B (formerly Daddy) people similarly explained the background to their acclaimed commercials for Volkswagen, Burger King, and SAS. The panel also gave their view of other pathbreaking digital campaigns such as Farfar’s work with Milko, Nokia and Diesel, and Great Works longstanding collaboration with Vin & Sprit. Towards the end of the evening we had formulated something akin to a shared understanding of the milestones and breakthroughs of digital advertising – technological (Shockwave, Flash, XML, social media) as well as institutional (notably the 2000 IT bust). Thanks to all participants for sharing your time and ideas and helping the project along the way!

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A discussion of what makes campaigns successful