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Red Crayon
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Free Advertising
Would you do work for nothing? While other industries baulk at the idea of providing work for free – this is a common practice that advertising agencies regularly face and a part of the industry that ad professionals are told to cop on the chin.
When an agency responds to a prospective client’s request for proposal, often times as part of the ‘pitching’ process the agency is asked to produce samples of work created specifically for that business.
There’s a long history of spec work in the industry, but many advertising agencies are speaking up to change the status quo. Toronto based agency Zulu Alpha Kilo made the statement at the end of their clever video that “It’s time we all said no to spec work.”
The video highlights how ridiculous spec work is, showing a man approaching other businesses and requesting products or services such as coffee, breakfast or architecture plans for free before he decides if he will commit to any remuneration. Unsurprisingly (and humorously), they all reject his request for free work ranging from spec breakfasts and spec framing to spec personal training.
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The simple fact is that agencies would rather support their existing client base instead of utilising resources that clients have paid for to win new business. There should be more trust between prospective clients and agencies. An agency’s capabilities should shine through their body of work and track record. If you like the look of our work shoot us an enquiry here.

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The Voice Of The Consumer And How It Shapes Branding.
Customers - What do they want? Transparency! When do they want it? Now! No longer are brands and marketing professionals around the globe ‘talking to’ their market, they are answering them and answering to them. The buying public is taking no prisoners if brands don’t play by the new rules; holistic accountability to the everyman is now a legitimate and unavoidable consideration for marketers and brand managers. 
It’s no secret that the Internet has re-defined communication. Branding is no longer solely the domain of the brand owner or marketer. Whereas once the brand lifecycle was linear and tightly controlled, it is now more fragmented than ever. To prosper brands must embrace the new order that is dictated by the voice of the consumer. Internet democracy, particularly social media in all its forms, means this voice that was once a whisper is now a multitude of megaphones with their volumes set to loud. Direct conversations are the norm and brands that harness this new flow are empowering themselves to take back some control, albeit a collaborative dominion.
So how do brands embrace this new MO? Engage. Buzzword or not, engaging with your target market ensures conversations lead to positive development, rather than a one way shout bound to fail. By engaging we mean making emotional connections because now more than ever, consumers desire to be heard – and understood. Never before has consumer behaviour been so quantifiable, where the abundance of information available means that marketers are now able to encompass consumer preferences and expectations into their plans and tailor the brand experience to fulfill the needs of the consumer.
The new order has not only impacted the branding process, it has also affected the market reception of the companies that own the brand. Creating brand image and shaping brand perception has become increasingly difficult as a result. Brands must be particularly well placed in consumers’ minds to thrive. No longer is a chocolate bar or taco the solution to satisfy hunger — the chocolate bar or taco has become a multi dimension personification of the brand and consumers want to know not only is the chocolate bar or taco good for them, is the maker of the chocolate bar or taco also doing good for the community as a whole. Brands must stand for something, and that something better be bona fide in essence and visible in practice.  
Creating emotional connections with consumers through social media requires brands to be nimble and consistent in order to maintain cohesion across all channels. The number of channels available means establishing and rolling out your marketing plan is increasingly complex, and how viewers consume content is a far wider consideration than before.  It does however open up more exciting opportunities for engagement.
To explore more ways to capture and engage your audience with effective multi-channel marketing contact us:

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Get people to look twice at your content with Cinemagraphs

Monday, 10th August 2015

In our image-saturated world, attention-grabbing cinemagraphs are cutting through the noise. Helping brands to deliver rich visual stories and enhance engagement with their content, the simple sophistication of this bite-sized format is taking over digital and social platforms, even email.
Described as a photograph that has a living moment inside of it, marketers are embracing this popular new entrant into the toolbox of advertising as an opportunity to deliver customers a story, rather than an advertising message.
Originally developed by New York Photographer Jamie Beck and Graphic Designer Kevin Burg, a cinemagraph delivers motion within a static image. Essentially two opposing mediums – a photograph and a video – are combined. The two are then digitally assembled with only one element of the video retaining its motion, whilst the surrounding elements remain static. The results are captivating when done well, elegantly showcasing a product and capturing a mood.
“Cinemagraphs provide a great balance. They take the best of photography and best of video, and there’s an immediacy about it that captures peoples attention. From an ad perspective they’re non-intrusive and non-disruptive.”  – Mark Homza, co-founder and Chief Creative Officer of Flixel.
Facebook is keen for advertisers to make use of the gifs in their advertising, positioning the platform to move forward with the trend because of its video auto-play feature, which can be ‘hacked’ to enable the gifs to constantly loop. Following suit, Facebook-owned Instagram has also been updated to enable videos to play on a loop.
To start exploring the creative possibilities and more information on how to enhance your brand with immersive visual content, contact us!

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4 False Assumptions Marketers Are Still Making
Think you’ve got marketing all figured out? Highly-targeted approach – check. A focus on brand loyalty and brand attitudes – check. If these are top of your list when planning an advertising and communications strategy, then you’re probably guilty of making 4 false assumptions that commonly mislead marketers. Bust these 4 marketing myths and start boosting your sales!
#1 Targeting is always the best idea
The common client brief that lands on our desks will usually specify the brand’s target market. And it’s usually a very narrow segment —think 25-40 years old, well-educated female hedonists…who wear yellow every second Friday. Great, so we have a target! BUT by determining such a narrow segment, marketers immediately limit the number of their potential buyers.
Why? Let’s say you’ve identified potential category buyers. According to the ABS 51% of them are female, and of this about 20% fall between 25-40 yrs. But how many of them can be considered well educated? 3%?
So once you’ve boiled it down, can 3% of the potential category buyers generate enough sales to grow a brand? Not really.
#2 The heaviest brand buyers contribute the most to sales
According to the 80:20 rule, the top 20% of brand buyers’ contribution to sales is 80%. But it may surprise you to know that empirical research shows that in most markets the heavy buyers’ and light buyers’ contribution to sales is actually exactly the same at 50%.
In fact, the light buyers (who have bought the brand once or twice before) represent a larger number in the customer base.
So to be able to achieve the most common client business objective (to generate sales), the marketing communications activities should aim for this significant group of people.
#3 So agencies should focus on building loyalty through campaigns…
Nope! Or at least loyalty building shouldn’t be the foremost goal of marketers if they want to grow their brands.
Why? Marketing activations focusing on loyalty building reach mainly the heavy buyers (who have already been loyal to the brand) —that’s why they have bought it 3-4+ times. But do these buyers have any more of a need to satisfy?
#4 ...and of course promote positive brand attitudes
Brand attitudes are an evaluation of the brand; they can vary from very positive to negative. While all marketers want to encourage and promote positive brand attitudes – advertising that focuses solely on telling people how great the brand is often neglects to consider the customer!
The overarching goal of all marketers should be to get the customers to ultimately choose their brand when they are in a buying situation, right?
So instead of just focusing on strengthening the positive feelings of customers about a brand, campaigns should focus on implanting right links to critical consumption occasions.
Does your company need some help with marketing strategy? For more details on how to achieve your marketing objectives, contact us!

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The Brief
Royal Melbourne Institute of Technology is a university based in Victoria. RMIT is one of the largest universities in Australia, with an enrolment of over 80,000 students across vocational, undergraduate and postgraduate levels. Red Crayon was engaged by RMIT to become a digital partner for the university’s Open Day event for prospective students, and to handle the Open Day online planner and microsite.
The Solution
Red Crayon responded to the brief by developing and implementing a comprehensive solution addressing mobile, tablet and desktop users to enhance the Open Day experience for attendees. While the responsive and user-friendly design enabled users to retrieve the general event information and schedule, Red Crayon thoughtfully conceptualised beyond the client’s initial expectations. The microsite had the functionality to allow for a ‘build your own planner’ experience whereby users could log in and create their own personal planner for the Open Day, based on the sessions and events they wanted to attend. And with great planning comes great mapping. As helping prospective students find their way around the campus is a crucial part of Open Day, Red Crayon built a Google Maps API with seamless and intelligent Event integration. The site also incorporated a gallery, links to social media, news section for updates, and had the in-built ability to house video content.
The Result
Enrolments are expected to be up this year with traffic to the site already suggesting expectations will be exceeded.
RMIT were super happy with the end product and praised everything from Red Crayon’s forward-thinking design initiative and effective management of the development process, all the way through to final execution and ongoing support.

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Will Emojis Take Over Advertising?
Love or loathe them, it cannot be denied that emojis are fast becoming the world’s first global language. But is your brand ready to put a smile on its dial?
Emojis. Those cute icons you use in your digital communication to express plethora of emotions. Whether you’re horrified, amorous, feeling blessed, or simply prawn —emojis pretty much have the spectrum of your moods and emotions covered.
Pioneered in the late 90s, Shigetaka Kurita aimed to develop a more simplistic form of emotional expression. With Apple adopting the emoji keyboard for its international iOS in 2011, today around 2 billion smartphone users worldwide are using the symbols in their digital communication.
Instagram recently reported that Internet slang has plummeted, with nearly half of all comments and captions on the social platform now containing emoji characters. Communications specialists who had ignored these smiley signifiers are starting to take notice.
Predicting the future of global digital communication, marketers are looking into how this cartoon imagery can strengthen brands and engage with customers in creative and effective ways.
Tom Ollerton of We Are Social notes that Twitter teamed up with Disney and Lucasfilm to create special Star Wars emojis ahead of the release of Star Wars:Episode VII – The Force Awakens, amassing Twitter and press conversation around the film. Brands like Ikea and Footlocker are working with Twitter, Kik and WhatsApp to develop custom emoji sets.
Other companies are looking at existing icons to drive business value and to propel communication. WWF recently launched their #EndangeredEmoji campaign which highlighted 17 animal emojis people use every day that depict endangered species. With a strong call to action, people were encouraged to donate €0.10 to the WWF by tweeting one of these emojis.
Whether you see emojis as a passing fad or a salient communication tool, here is some food for thought: just last month, Dominos began allowing US customers to order their pizza from Twitter using the pizza emoji. Now that’s definitely something to smile about.

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Building brand engagement and heightened perception through work environments.
Late last year, Red Crayon was at a pivotal point of growth, a 148 sqm office was no longer adequate for our future plans, the office had grown tired and lacked lustre. Our creative mantra of ‘Creativity isn’t what we do, it’s who we are’ had evolved but our environment had not.
White walls, white desks and grey carpet were hardly how we saw ourselves and definitely not the impression we wanted to pass onto our clients. A big statement was needed, we were moving, we were becoming bigger, we were walking the walk and talking the talk.
Our new office needed to truly represent our brand. From the moment our clients step into our oversized black metal cage drenched in fluro yarn they are experiencing the eclecticness of our brand, from the polished concrete flooring to intricate details of 13 perfectly placed bronze lights hanging over the glass enclosed board room they are, without knowing, connecting feelings to their perceptions before a word is spoken. Once accustomed to the space, our ethos and work structure is evident in the meticulous planning of our new playground.

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We here at Red Crayon appreciate many fine things, but we love amazing design and most of all we love a good marriage between innovation and design! This beautiful calendar by Spanish designer Oscar Diaz is stunning in it’s simplicity. The calendar is made of paper, with the dates of the months an additional layer of paper, and each month a fresh bottle of ink is attached with the end of the paper dipped into it. It takes 24 hours for the ink to be absorbed through each number so the passing of time is matched by the passing of the ink through the paper and as the designer states – it should appeal to our senses and touch our perception of the passing of time.
The calendar appeared as part of an exhibition in Madrid titled ‘Suenos De Un Grifo’ where the exhibition explored the part played by objects in our dialogue with water.
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