While looking for Jon Lunds url for my previous post on DIA06 I stumbled upon a post on Jon’s old blog about the campaign Avistid. The title of the post claims “Top danish directors in cutting-edge online-only campaign”. Which I actually thought was a joke. After reading the post, I’m not so sure. For the record, by the way: This is by no means “talk trash about Jon Lund”-day. I just missed a post some time back, found it and decided to post my comment here as opposed to in the comments as it appears Jon is now blogging somewhere else.
Anyway. A lot of bloggers have written about Avistid (can’t be arsed to link to it all, just search for it — you won’t be bothered with any other hits ;-), most of it being about the cluelessness with regards to the reason the campaign is even launched. Which is, by the way, where it connects to my previous post about online marketing.
So just a few thoughts on the claims Jon is making:
Top-“dogme” directors: True. But this isn’t the same as their films are any good or support the aim of the campaign in any way. Actually, I’ve found them pretty boring so far, the first by Søren Kragh-Jakobsen definenately being the worst.
Web-only: Yup, all other media is trying to drive traffic to the (horrible) website, trying to get people to watch the films. For what reason I ask? Please keep in mind that the Danish newspapers aren’t trying to sell just any product, they are actually trying to sell newspapers — and could benefit a great deal if they would please explain us what they are good at.
Cutting-edge: Bullshit. Being cutting-edge for the reason of being cutting-edge.…is not cutting-edge.…
As BMW before them: Mmm..no! BMW’s films were semi-viral pieces being linked because of the quality of the films. Which I haven’t experienced with the films from Avistid. Also, Selling cars and selling newspapers isn’t the same. At all. It’s obvious, however, that they’re trying to get it to be the same; going ‘lifestyle’ on the consumers poor asses.
The link to my DIA06 comments is this: If you want to respect your customers and not stuff whatever down their throats, you should take a good, hard look at the context in which you’re ‘communicating’. Noone gets offended if people selling jeans, soft drinks or cars pull the ‘lifestyle’ card on them. After all, this is a lot of what you buy. When you are a newspaper, however, sell less newspapers due to — among other things — the internet with its user empowerment, conversations and free niche-content and then
decide to market your product as if nothing has happened and you just need some flashy advertising and some promises about ‘being cool when you take the time to read a paper’ — you are taking the piss.
I’m willing to talk shop anytime, focusing solely on craftmanship, techniques and what have we. But in cases like this where the message you’re trying to convey so clearly goes against everything what’s right while wasting a lot of money and treating your (former) customers like stupid sheep — especially when you’re in a business who should have no trouble managing communication and hightlight what’s good about the product (and not the lifestyle sorrounding it) — then I think it’s time to take a step back and look at what it is you’re trying to do. And admit you’ve failed miserably.