and so to Benjamin Button (great but too long), which Mediation caught last weekend at the Brixton Ritzy; or more specifically the ads that came before it. the new adidas effort with Becks at the coolest house party ever was on show (wonderful – very post-Skins – and cracking seeing it in the cinema), but what caught my attention was the new Ka effort.
opening with the copy '80 Kas?', the ad clearly invites you to look for and find the 80 Ka images hidden in the ad. the fact that you could never catch them all in one view means that you have to follow the trail online. after a bit of online exploring you eventually reach http://www.gofindit.net, only this appears not to exist, as you're immediately directed to Ford's corporate space for Ka.
so far so complicated. the site then has a host of product stuff and ways you can engage with the campaign and the brand, much of which is vaguely interesting but its a bit of a gush of stuff. everything from Banksy street art in Shoreditch to using mobile phones to make a Ka digitally appear in the real world are present. and they all genuinely add up to the campaign 'Find It' idea.
the question I have is why? aside from engaging further in the campaign, what's the reward for taking part? a huge amount of effort has clearly gone into creating a great ad (= broadcast & amplify the campaign idea) and website (= access & digital engagement), but not a lot of effort – it would seem – has gone into incentive.
you could argue that the website being difficult to find is reward in itself, but its a bit of a push. no, it seems Ford, like a lot of campaigns, are assuming that engaging with the campaign is reward enough. it's a busy and cluttered world out there. time is short and attention precious. planners should be asking themselves hard questions about what they are giving consumers back. what's the quid pro quo for their time and attention.
would have been great to have seen some Kas hidden either around the country or in the digital space. how much fun could it have been to make the campaign idea tangible by physically being able to find and take home a Ka? this could also have provided the link between the TV ad and the digital experience… the first person to locate all 80 Kas wins a real one?
the question for planners is clear… what incentive are you planning into your campaigns? what's the reward – above and beyond engaging in your brand's idea – for someone's time and attention; it may not come as cheaply as you may think.
(here's that adidas ad – a joy)