"Traditionally you would do TV for a campaign this big," said Rob
Bagot, exec VP-executive creative director, McCann WorldGroup. "And to
say there is no TV is technically true. But to say there’s no
broadcast, that’s not true at all."
The broadcast he is referring to includes a series of
two-minute web films, online demonstrations, test drives and
downloadable interactive videos. Each of the five films is built around
a customer "pain point," or dissatisfaction.
The longer web-film format allows for better storytelling and more engagement with consumers, the creative directors said."
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