THE PHILIPPINES, SEPTEMBER 28, 2012 – Type ‘reinvention’ on Google and this definition will jump out at you: “(reinvent) bring back into existence.”
Eric Cruz, executive creative director of Leo Burnett Malaysia, talked about bringing brands back into existence (or back into the consciousness of the consumer) in “Reinvention: Adapt or Die” today at the Mind Museum, Taguig.
One was the Dekirukoto campaign in Japan (2008) for search giant Google, which only ranked number 2 in the top search websites. It was a world first for the search giant, which launched this cross media campaign in Japan to teach Japanese about its products in a ‘Googly’ way – for example filling one of the busiest commuter trains in Tokyo with Google video content. The train ran past Shibuya, the entertainment and youth culture epicenter of Tokyo, where commuters looking out of the train window could catch a glimpse of the live “on ground activation” event portion of the campaign.
Commenting on all the successful reinvention campaigns, Cruz said, “We as creatives need to think like a client. We’re not doing stuff for ourselves.”
But reinvention is not only limited to reviving brands. Cruz also took the cases of China, which took the chance to reinvent after it has been closed off to the world for too long, and Korea, which stepped up in the last two years and infiltrated the whole world with k-pop and Korean movies.
After Cruz’s talk, the 90-plus participants were grouped into nine to create their own case studies of reinvention.
The nine groups were presented with 10 top issues in the Philippines today and the winning group, who called themselves “One”, dealt with choosing well during elections and the brand assigned was Mercury Drug.
The group presented an innovative campaign featuring QR codes in medicine bottles which will allow customers to see what the ingredients are.
With all the reinvention efforts agencies are doing for their clients, Cruz’s words ring true, “Create acts, not ads.” When the people act upon a campaign, that’s only when reinvention is successful.
The event was made possible with the help of The Mind Museum, Hotel InterContinental Manila, Holographics Enterprise and Executive Decisions. Refreshments were provided by Manila Beer and Don Papa Rum. Souvenir photos by Fotomoto, photography and documentation by Shampoo Shots. Media partners include BusinessMirror, Manila Bulletin, The Philippine Daily Inquirer, Inquirer.net, The Philippine Star, WheninManila.com and Mellow 94.7. Some Design Para Sa Lahat shirts by Brian Tenorio were also given away.
To view photos from the event, click here.
