Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Poslovni.hr
Rogier Vijverberg is the executive creative director at the agency SuperHeroes which he co-founded seven years ago.
Rogier started his career in advertising working as a junior at the agency Young & Rubicam. One of the first campaigns in which he worked was an advertisement for a six-cylinder Mazda – the smallest six-cylinder in the world. It included six dwarfs who were jumping up and down, to explain how the engine works. The campaign was a great success and laid the foundation for all future Rogier’s works.
Your agency has an unusual name. What are the superpower necessary to fight against boring ads?
Well, a whole bunch. We have to be omnipresent, because there are too many boring ads around us. We have to travel through time, to resist mediocrity. We also need telepathy, to make sure that we are thinking like the clients.
Who are the “bad guys” you fight against with your campaigns? Which industry has the most boring and non-innovative ads, and why do you think that is so? What has to be done to change that?
There are a lot of things to fight against when it comes to boring advertisements. I don’t have a specific, targeted industry, but personally I hate when I see a boring ad for the tenth time. It’s like when your friend tells you the same boring story ten times. You’ll tell him that he is boring and will ignore him the next time you see him.
What was once the ‘power of repeatability’ should become the ‘power of variation’. We create advertisements that people choose to watch and we believe that campaigns must have a strong universal emotion as a starting point. The combination of surprise, humor, emotional attachment is much more effective than a boring ad of a product. We also believe that you need to continually tell new stories, instead of just repeating one.
Many ads tell a story from the perspective of a brand. But if I can’t connect ‘what’s in it for me’, I’m just going to take my cell phone, switch the program or look away. Each annoying ad that gets through my defense mechanism is destined to be ignored.
Your agency is specialized in digital advertising. What are your predictions on development of digital advertising in relation to the classic ads?
We’re actually no longer specialized only in digital. We are digitally native, which means that we have a background as a digital agency. But, in reality, today everything is digital and everything is a medium. It’s hard to make a meaningful difference between digital and classic, so we don’t do that.
For us, digitally native means that we understand that we have to work hard to earn people’s attention. In the early days as a digital agency, we had to motivate people to click, to visit your website. Now we use the same principle in our integrated campaigns: we focus on getting the attention of people without competing.
Innovation. It’s the IT thing today, and is everywhere. How do you give a “human face” to tech products and bring them closer to users?
Many innovations start from what is technically feasible.
Innovation is often triggered by tech people. We look at innovation same as we look at advertising: Start from a strong human comprehension and keep it simple.
We also think that innovation should be more segmented and better focused. Innovation doesn’t always have to be focused on masses, but rather on groups of significant size.
Third, people love products that give a sense of personal. With a creative voice tone, simple ‘human’ confrontation, and adding interesting features about which people will talk and write, the product becomes closer to the heart.
You are one of the speakers at the Days of Communication in Rovinj this year. What can the audience expect from you?
Presentation title is ‘Useless is Awesome’. I can promise you that it will be the most useless presentation at the conference. :)