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6 PrecisionMarketing February 22 2008
Digital
Philip Scotcher
Skoda goes online for
Head of digital
Personal
estate model launch
Why are digital and
Sara Kimberley
then revealed behind the pour-
ing sweet topping. media having a fight?
Škoda is ramping up its online The expandable banner
activity to support the launch prompts viewers to interact
of the Fabia Estate model. with a plain white banner con-
The drive, created Archibald taining the line, ‘Fancy a bit It’s a popular myth that the
Ingall Stretton, will feature an more space?’ flashing in differ- inexorable rise of digital is
expandable ad and MPU execu- ent colours, along with the odd pushing aside the more
tion for the car’s debut. The ‘billion and trillion’ bouncing in
‘‘
Digital
solutions must traditional techniques used by
campaign carries the strapline, and out of frame. The ads will media planners and buyers.
‘full of lovely stuff’ and will appear from this month on sites expand beyond This misconception suggests
include a twist on Škoda’s latest such as autoexpress.co.uk and that media and digital are two
TV ad featuring the Fabia whatcar.co.uk. a blanket separate camps, both working
formed out of cake, ‘Hundreds Škoda head of marketing
‘‘
towards campaign delivery but
and Thousands’. Škoda Mary Newcombe comments: approach to fighting each other for atten-
The MPU features a long tube Campaign will borrow from latest TV ad “The ‘full of lovely stuff’ cam- tion in the process. Digital
of hundreds and thousands, paign has built a real following, planning claims to be misunderstood
which is labelled instead ‘Bil- and this latest work adds to a and wanting a bigger piece of
lions and Trillions’ to empha- the ad, the top of the bottle raft of creative of which we’re the pie, while planners and buyers believe they have all the
sise the amount of space in the immediately bursts off, and a very proud. The Fabia Estate is solutions clients desire, tending to offer microsite and ban-
Estate. The viewer is then never-ending torrent of multi- a great package, and this cam- ner campaigns as a matter of course.
prompted to ‘Help yourself’ and coloured ‘billions and trillions’ paign should help us catch the In truth, it is ludicrous to suggest that the two disciplines
upon moving the mouse over rains down. A shot of the car is eye of potential purchasers.” could ever work in isolation of each other, so these beliefs
need to be addressed urgently for the sake of the industry
as a whole. Digital solutions must expand beyond a blanket
approach to planning.
HarperCollins pushes Narnia tie-in
It is no longer enough to say that an Internet component is
needed in a certain place when deciding on a digital solution.
Instead, it’s necessary to drill down further into the individual
Publisher HarperCollins is colouring books, young reader digital touchpoints and consider specific techniques such as
launching a global digital cam- editions and new titles including blogs, an online network, a wiki, a banner and so on.
paign to promote a tie-in pub- The Chronology of Narnia, The The true nature of digital offers agencies the ability to
lishing deal to the forthcoming Chronicles of Narnia: Prince track and report the smallest of details, and it is this level of
film The Chronicles of Narnia: Caspian Official Illustrated consideration that needs to be applied when delivering cam-
Prince Caspian. Movie Companion and The Craft- paigns, allowing clients to see clear return on investment.
The publisher is launching a ing of Narnia. Everyone can be a winner in these situations. Clients will
‘read it before you see it’ cam- HarperCollins children’s mar- thank you for the added insight, because knowing exactly
paign before the second film keting director Alison Ruane what kind of digital element is needed will ensure that they
of the series is released. says: “Building on the success of get closer to their consumers. This will enable them to tap
It will focus on digital mar- The Lion, The Witch and The into exact needs and habits, and enter an individual’s per-
keting and social networking, Wardrobe, we are focusing our sonal space only at the right time and in the right way.
which will include the creation communications firmly on digi- Meanwhile, agencies are also winners because the more
of a dedicated microsite, tal channels in the lead up to the they provide this exact kind of information, the happier their
www.discovernarnia.co.uk, the Prince Caspian film release. clients will be.
launch of a flash game, and “By tapping into social net- Such an approach proves that as digital becomes an ever-
Prince Caspian profile pages on works, online communities and increasing part of the marketing mix, it is crucial for digital
Facebook and Bebo. existing fan forums we intend to and media planning and buying teams to dispel the old myth,
The campaign will promote The Chronicles of Narnia convert Narnia film-goers into and work closely together to pool their resources and
HarperCollins’ various tie-ins, Due to hit screens this summer fans of the books on a global achieve highly targeted campaigns with outstanding results.
which include puzzle and scale.”
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