first day of GoaFest 2008 saw some fun, frolic along with
some insightful thoughts from well-known names from the world
of international advertising. One speaker that enthralled
who gathering was Kevin Swanepoel, President, One Club, who
took the audience through one of the best pieces of work produced
for the Internet in both viral and banner advertising.
Swanepoel began his presentation by explaining
the power of ?User Generated Content? (UGC). Stating that
the ad world was going through a revolution, Swanepoel said,
?Today, user control is turning the world upside down. Users
are taking control over content ? they have become the producers
and the consumers today, and pretty much controlling the content
in the manner they want.?
Explaining the factors that were driving the
UGC trend, he said, ?Today, what we are going through is what
I call ?Communitainment?, where users want to be actively
involved in the process of communication, and also be entertained
simultaneously. Growth of UGC websites and the Internet becoming
the mainstream channel for advertising are important factors
determining the growth of consumer?s active participation
in the creation of content. Media is fragmenting at a rapid
pace, and the usage of traditional media is on a decline.
With this, there is no doubt that the user is king. As advertisers
we need to understand this, embrace the digital technology
to engage the consumers with the latest technologies.?
Referring to a survey on the consumption pattern
of media among users, Swanepoel indicated that ?multi-tasking?,
was a very strong behavioural pattern among consumers. ?Almost
17 per cent of people said that they consumed TV and Internet
at the same time, and this number would only increase with
content getting more and more fragmented.? Citing trends in
the past, he said that in the early days of advertising, in
the 1960s, it was very easy for advertisers to reach the whole
country given the fact that there were hardly any media options
available. In 1996, he explained, the numbers of media options
started increasing, and in 2006 there were more than 30 media
?New Media as an option is burgeoning. Agencies
require good copy writers, good art directors/ creative professionals
to make an impact with the digital options,? he explained.
He urged agency members in taking initiatives to learn the
new media, take interest in creating innovative platforms
for users to respond to communication messages that a brand
delivers. ?If you aren?t embracing the digital space in the
manner it should be, you wouldn?t be able to deliver compelling
and effective content,? he maintained.
Swanepoel showcased several examples of effective
work on the Internet, out of which many of them, as he explained,
popped up in traditional media once they had gained popularity
over New Media. The Burger King campaign, Dove Evolution,
Trojan Condoms were some of the viral marketing campaigns
that he showcased as the ones that had generated a lot of
user response. Coca-Cola, Pilao Coffee and Cancer Foundation
were some of the banner ads he displayed in his presentation.
Concluding his presentation, Swanepoel informed
about the One Club?s foray into movie making with ?The Alchemists?,
which is based on five people who changed the business of
One Club is a non-profit oganisation, which
conducts the One Show Awards. He has over 23 years of experience
in traditional advertising, and has also authored several
books on advertising.