CREATIVES OF THE MONTH: GREENPEACE, VISIT JERSEY AND V&A

Here at Silence, we’ve spent the first weeks of January identifying the challenges this year will bring for our industry.

One thing that has caught our eye was Google’s announcement that they would be restricting the use of third-party cookies by 2022.

Audience targeting has always been a bone of contention within digital advertising, with data companies promising to deliver the impossible: people who fit exactly into your target audience.

While this all sounds good and well, our browsing history does not define our likes and dislikes, and using these segments leads to brands disregarding people who could be potential customers because they don’t fit into a pre-defined group.

For us, this move from Google signals the beginning of the end for these data companies and simultaneously highlights why contextual targeting strategies are essential to aid a brand’s growth.

Throughout 2020 we’ll be continuing to deliver bespoke contextual targeting strategies that tap into all potential audiences and ensure we’re reaching the right people at the right time.

BEHAVIOURAL SCIENCE

Last year we started to fully embrace behavioural science in our campaigns, running behavioural tests for brands like United Airlines, Puffin and Network Rail.

The results we saw were encouraging and signalled to us why we should all be using theories from behavioural science in digital advertising to provide the extra ‘nudge’ needed to get people engaging with your brand.

We believe that combining theories from behavioural science with high-impact formats is the best way to engage your audience, with the user experience ensuring your brand leaves a lasting impression.

In 2020, we’ll be continuing our research into behavioural science to help us develop more oblique creative strategies that inherently appeal to the underlying psychological biases present in us all.

CREATIVE

We rounded off 2019 by announcing our creative of the year, and as January draws to a close, we’d like to share with you some of our favourite campaigns from the month.

Greenpeace: The driving force behind this campaign was to increase signatures on their petition calling governments to protect the ocean. We led with a moving animated video telling the story of a family of turtles making their way across a polluted ocean. We also included mosaic tiles that flip to reveal more information on the threats that our oceans currently face. You can view the ad here.

Visit Jersey: We were thrilled to work with Visit Jersey again on two campaigns celebrating the island’s unique heritage. Leading with quiz creatives, we also tested two behavioural biases; scarcity and the category heuristic. You can read the news story here.

V&A Cars: V&A wanted to drive footfall to their new Cars exhibition, which focuses on the impact automobiles have had on our society. Our creative leads with shots of the exhibition with hotspots layered over the top. Each hotspot reveals further information about what’s on display. You can view the ad here.

Molly White, Account Executive, 30th Jan 2020



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