Google: Technology, Creativity and now.. Marketing!

“Can America’s most iconic advertising campaigns be re-imagined for the web?”

As you logon to www.projectrebreif.com – this is the question that welcomes you to the website. Project Re:Brief is an advertising experiment by Google where it attempts to bring back some of the most famous advertising campaigns in the history of marketing in the US, and re-invents those still alive brands on the web.

Google Project Re Brief

As digital marketers (and regular brand managers) grapple with the all important question of how to leverage technology and the internet to communicate better with their customers, Project Re:breif comes almost as a guiding light – a set of case studies to re-imagine, if I were to steal the old Disney paradigm and apply it here, now and in a bid to fundamentally change display/banner advertising currently works on the web.

To popularise the concept, Google has extended the definitions of experiential marketing. Clearly, the people behind the project hold very deeply the fact that real engagement comes when the viewer “feels” the need to share the story with friends – just like I am doing right now. And that is the premise on which the two represented brands have been engaged with – Coke and Volvo – both experiments for Project Re: Brief. The team got in touch with the legendary men and women who designed these campaigns in the 70s and 80s and re-created the magic in collaboration with them.

“Story-telling” will truly be the future of succesful advertising – since this is the format that takes engagement to an altogether new level. The emphasis will not be on “what” you want to communicate, rather it will be on “how you involve your audience” while communicating with him or her.

Here’s an excerpt from an article about the experiment quoting the Product Marketing Manager, Aman Govil:

Google came up with the idea after talking about adapting classic ads into banners with New York-based creative agency Johannes Leonardo. According to Govil, it evolved after he saw the documentary Art & Copy, about 1970s ad world mavericks. “If we can shift the way the industry approaches building digital advertising, we can come up with amazing work that people will love, remember, and share 50 years from now,” he says.

Read the complete article at thinkwithgoogle and check out the Coke and Volve stories I just mentioned about on the Project Re:Brief website . I don’t want to dwell on it any longer – I’d rather leave you with the official video form the team introducing the concept:

1,00,000 Hits!

Traffic - by month

And here’s the Traffic by month – Of course, September is still ‘in progress’

Number of Posts: 126

Total Comments: 1,307

Categories: 24, Tags: 399

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I didn’t quite see this coming – but TalkingTails has clocked 1,00,000 hits – I had no idea it would ever get to this number, but I am glad it has!

Among other surprising ‘revelations’ was that my Google PageRank is 5 – which means:

In other words, a PageRank results from a “ballot” among all the other pages on the World Wide Web about how important a page is. A hyperlink to a page counts as a vote of support. The PageRank of a page is defined recursively and depends on the number and PageRank metric of all pages that link to it (“incoming links“). A page that is linked to by many pages with high PageRank receives a high rank itself.

— Wikipedia

Also, while we’re on numbers – Alexa has given TalkingTails a rank of  1,658,355.

I must admit – the majority of the ‘hits’ are due to one particular post that I had written about Maslow’s Need Heirarchy (Maslow, Greek Mysticism and Indian Philosophy), Gr – I guess someone StumbledUpon or ‘digg’ed it. That particular post seems really popular – it gets some 300 hits on an average day and most of the traffic is diverted from Google. If you type in ‘Maslow India’ on Google, this page is the FIRST page that is returned – try it!

Thanks for reading and do keep coming back ye’ all! 🙂

Google Docs!

Google continues to amaze me. I had written about Google Translate a few months ago.. and Now it’s Google Docs I am going ot talk about. This amazing utility allows you to edit Office Documents online as well as store them. The interface is very neat and easy-to-use and what I particularly liked about Google Docs is the fact that it allows people to share documents / utilities with restrictive as well as full-access! You can also upload your existing Microsoft Office Documents and store / view / edit / share them online.

I started using Google Spreadsheets for Elaan, the NGO I work for. We wanted to create some sort of a mailing list to capture data from the members who actively engage in the Elaan Orkut Community – (we are almost nearing a thousand members!). — Anyway, so all I had to do was simply configure a form to capture all the data I recuired, map it into a Google Spreadsheet and there.. Done!

Whatever data is entered onto the form is automatically inserted as an additional row in the Google Spreadsheet that I have created. To view the form & add your details, CLICK HERE.