Tuesday, November 20, 2007
The inhumane network
Advertising can be entertaining (Well, actually it should be!), inspirational, informational. Good creative combined with a sophisticated, well thought out media buy can be magical. Good creative combined with an unthoughtful media buy can be worse than Chinese water torture.
Case in point: Cisco's current campaign for their human network. Yesterday, I was catching up on my Fox shows online and enjoyed the first commercial interruption brought to me by Cisco - interesting visuals, intriguing story and creative. I even memorized the URL for later exploration. But my memory became really foggy when I had to watch the identical commercial message for a second time. Third time. By the fourth time, I felt like water was slowly dripping onto my forehead, driving me insane. And my drive to explre Cisco's site just disappeared and turned into anger. At the lazy media buyers who didn't even bother thinking about frequency capping, user experience and, most importantly, how they wasted their client's money.
It's very easy to turn an engaging experience into an annoyance if you didn't focus on the little details of each campaign.