Now that we are spoilt with a dizzying array of communications channels, it’s easy to get confused as to what the objective is. Perhaps we should forget the channels and simply put our ideas into one of two categories: entertainment and assistance. If you can do both, then that’s great, but one should be the lead and the other a bonus.
Take the recent ‘break up’ campaign for NAB bank in Australia. In a category renowned for being to difficult to differentiate, they have created an irreverent and entertaining discourse with the public. Does it provide us with startling information as to why its interest rates are preferential? No. But it does show they have some character and personality we can relate to.
Nike+ on the other hand would be one of the greatest recent examples of a brand making itself incredibly useful to its customers, without selling anything directly.
In an age where it’s difficult to come up with an unfettered idea due to what we may call ‘channel distraction’ (so many options that we jump to delivery before idea), considering whether we are primarily entertaining or being useful could be a wise starting point.
Props to caro-tography for the image.