Everywhere we find different logos and images of companies and brands trying to impact on us. We are surrounded by brands.
We receive so many visual and audio impacts every day, that we have become immune to almost any kind of commercial or advertisement. We change the channel when ads appear on TV and our brain “auto-switches off” when we get a promotional message in other contexts.
Some people have noticed this and they have produced this video, expressing their vision of the actual world, full of brands everywhere. In this fiction, brands play a main role, becoming protagonists of a short story that will be presented at major film festivals around the world.
This world full of trademarks is an invitation for consumers to think about their relationship with brands, but also allows companies to realize that traditional marketing ways are being heavily exploited and now have low effectiveness on consumers.
Business should explore new ways and channels for sending their messages to people. This is not something new but periodically happens in the marketing world. People tend to focus their attention to a small number of different channels and, sooner or later, they become saturated with marketing campaigns, forcing companies to seek new formulas.
It’s also about the fact that technology is growing day by day, putting new options in front of the consumers. Nowadays, people spend more time on social networks or reading blogs than watching TV. New formulas appear and large companies invest on them. For example, investment in online advertisement campaigns is growing each year.
Is the Internet channel saturated as shown in the video? In my opinion, there is still a long way to saturate Internet, and users are still not immune to messages received from their screens (computer, mobile, tablets). Especially if advertisements doesn’t interfere with the user experience while consuming contents.
Strategies based on combinations of different channels are very interesting and some companies know it, so they are exploiting and experimenting with this. They can generate a extra attention from users, leading to successful campaigns.
An example is Shazam: if someone is watching television, he can open a mobile app called Shazam, scan the audio with this app and get extra information about the product, at that moment or later, once in front of the computer. In the following video you can see how it works: