But in the #globesmad2016 conference in Tel-Aviv last week, LEAD advertising built an escape room that drew a lot of attention. (see more in this movie, in Hebrew) The point was to illustrate the stressful reality ad agencies deal with today, and the right way to deal with new challenges and new technologies.
Rami Yehudiha, founder and CEO of LEAD, said “we all feel in panic because of this ever changing environment, and when people panic they make up excuses like: every day there is new technology, Generation Y & Z. These are excuses. We always lived in a changing world”. The right was to deal with these challenges is go back to basics: What is the key to the campaign? What is the big idea? How do I leverage current trends (like escape rooms or generation Z) and use them? And of course how do I take control of new technologies, like big data, and turn it from a big waste of data into a technology platforms that provides me with much deeper understanding of consumer behavior.
Another person who attracted much attention in the conference was David Shing, known as the “digital prophet” of America Online (AOL). He talks about “price, product, promotion and place” being the four P’s which drove advertising when he was growing up; now it’s “platforms, partnerships, performance and pedigree” and an additional two very important P’s; perspective and patience. The proliferation of platforms in the last couple of years, be they for crowdsourcing or cat photos, has given everybody a voice. And while it’s fair to say the value-add of sites like Kickstarter are their equalising effect, Shing argues that the real benefit is “the interconnected network of people who give a shit about the brand you’re building.” Read more
And last but not least – Ying Wang from the China Business Group at PwC Israel that shared some very useful tips, experiences and insight about doing business in China, and specifically about China’s media marketplace.
So coming back to escape rooms. Obviously it’s a huge trend in Israel today. Fanta drinks just launch a digital campaign with same theme – www.freefranco.co.il. So being a pretty new entrant myself, I wasn’t exactly sure what should I be looking for when choosing my next escape room experience? Is it about the theme? The level? The number of people that can participate? What are other people looking for / liking / dis-liking in experience rooms? Perhaps a company like http://www.aspectiva.com/ can help me find out.