Recently, I was chatting with a condominium property manager about her board of directors’ interest in adding DigiNotice’s services to their existing elevator screens. The elevator company had installed some great looking hardware, but the software left something to be desired and overall the appearance of the notices that she uploaded was little better than what was previously posted on a cork bulletin board, which meant the same old problem – residents still weren’t paying attention to the notices. No surprise there and I know I’m like a broken record when it comes to yelling “Content is King!” but there you have it.
While we were chatting, she asked me about some of the work that DigiNotice is known for, and of course our famous “Shame Campaign” came into the conversation. You might have seen one piece from this before.
I was then asked how long a campaign generally runs and when I said that this particular piece ran just three days before it solved the problem and people stopped chucking stuff over their balconies she was amazed. Then I told her about an infographic that we did for a corporation in Vaughan that in just 2 weeks reduced chute clogs from one a day to just one a week.
Our creative is specifically designed to have an impact, and discussing DigiNotice’s role as the “creative agency for condos” reminded me of another very successful ad – one by agency Chiat/Day done way back in 1984 for none other than Apple.
Back in 1984, two of the biggest players in the personal computer world were IBM and Apple, and IBM was aiming to take it all. Apple’s ad agency Chiat/Day came up with a very successful ad titled “1984” that ran in the Super Bowl and the rest, as they say, is history. The ad ran only once and yet is credited for generating $155 million USD in Macintosh sales in the three months after the big game. It also established Apple as an innovator – something bright, young and new when compared with the old-fashioned “big brother” perception of IBM. (Never mind that 30 years later Apple has rather morphed into that which it professed to battle against – but that’s a blog for another day, and perhaps another blogger.)
While doing a bit of research for this blog something else about Apple struck me as something that I could relate to at DigiNotice. Back in the seventies, IBM declined to get into the personal computer market, because they considered it unsuitable for serious computing and basically regarded it as unimportant to their business. Oops. Reminds me of the time nearly ten years ago when a top executive at one of the major property management firms in Toronto insisted that elevator screens with creative notices were “never going to be something that our clients need.” (I name no names but this person missed out on what could have possibly set them quite apart in the highly competitive property management field). In the end, personal computers became important for every business and on a much smaller scale, DigiNotice is also making a big impact on condo clients who understand that condo communication needs a creative agency touch. Just like Apple, our clients think different. http://www.thecrazyones.it/spot-en.html
If you aren’t familiar with the “1984” ad, have a little fun and take a few minutes to watch a very young Steve Jobs introduce it to his staff.
Do you want to communicate different? Send me an email – firstname.lastname@example.org