The advertising eyes of New York have fixed themselves on Motown.
Collective, a data-driven multi-screen company, is bringing its “Life Is But A Screen” advertising campaign to Detroit after its initial success in New York and Washington, DC. With the campaign’s basis being on more tech driven areas, Detroit’s burgeoning tech sector seems like a natural attraction.
In fact, Detroit has taken a special place in this roll out. Along with cities like Chicago and Dallas, Detroit represents areas Collective views as underserved in advertising community. As a result, the campaign is being rolled out here before such tech-heavy cities as Seattle and San Francisco.
The rollout, which lasts into December 31, occurs in different cities at different times. It ends in Detroit in late November.
With computers and television both playing large parts in our lives and more and more people having their eyes glued to some kind of handheld screen this seems like the way advertising is headed, at least at for the moment. In short, Collective wants to help companies in Detroit market to you on whatever digital device you looking at … smart phone, tablet, television … whatever comes next.
“71% of American consumers now view media on at least two screens every day,” says Kristine Bonds, Collective’s regional sales director for Detroit. “This clear shift in consumer media behavior to multiscreen is a significant opportunity for advertisers in the greater Detroit market. Our campaign highlights precisely why consumers now expect marketers to bridge traditional media like TV, print and billboards into digital to deliver the right ad to them in the right format, on the right device at the right moment.”
Collective estimates that media-using audience in the US exceeds 200 million people and that the multiscreen users exceed the 81.4 million TV-only users by approximately 2.5 to 1.
Collective has taken the stance that a billboard is just another screen to be used in a multi-screen world. This idea might seem strange and using it is certainly low tech. However, with reports for the city already coming in as highly favorable it is not a bad idea.
“We’ve experienced increased inbound inquiries as advertisers are seeking solutions to help them reach their audiences across all screens during the critical retail holiday season,” Bonds said.
Anyone who has been driving around the city as of late may have noticed billboards for Collective’s billboards at Jefferson Ave. east of Riopelle, on I-75 west of Trumbull, on Ford Rd. west of Southfield, on I-75 400 south of 14 Mile Rd. and at Southfield and Paul.
Well, this is an idea that is localized to Detroit and based off of our unique setup. The goal is a straightforward one … to attract the attention of commuters who can take advantage of it.
Here’s an example of how the advertising campaign works from Collective’s website.
A Fortune 100 brand in the food category reinvented a flagship product and was looking for ways to increase favorable opinion among Women 25-49 with young kids. Collective targeted moms on smartphones from 6am-9am when they were most active on that device and delivered online video and banner ads throughout the day. The combined mobile + online video campaign generated 22% lift in favorability. The device-day parted campaign generated smartphone interaction rates 48% higher than the industry norm.
Despite the home office being in New York, the success is also aided locally. The Detroit office put its largest push on the billboards.
Collective is targeting the Detroit media-buying audience and is using three most successful campaigns to help attract them.
First is “Life is But a Screen,” which is targeted at high-level CMOs. This technique educates about the nature of multi-screen now and what might be.
Second is “Big,” which looks at each industry and offers a coordinated multi-screen strategy: the right screen, with the right creative, at the right moment.
Finally, there is “Timeless” for the well-read political crowd. This campaign illustrates the transformational value of multiscreen by placing modern devices in the context of timeless works of art and literature. The idea is to help the audience imagine how critical moments in history could have been influenced by multi-screen. Don’t be surprised to see this kind of campaign in the next election.
In that vein, its 30-second TV spot uses a “Life Is But A Screen” song — reportedly a takeoff on the 1950s song known as “Life Could Be A Dream.”
Here are lyrics.
“Life is but a screen to keep you entertained and up to speed on news, to let you share your wish for those designer shoes … Life is a but a screen that takes you from the streets to paradise up above, connects you anywhere to anyone that you love. Life is but a screen sweetheart!”
The campaign continues through December 31 and is focused on LinkedIn. After the campaign wraps up in the States, it will move to the U.K. early next year … making Detroit an early step in a global undertaking.