Creative Insight study #1
description
Transcript of Creative Insight study #1
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마이너리티 리포트
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SF영화에서 나오는 스크린 컨트롤 장면은 경탄을 자아내는 꿈에 가까웠다
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2011년, 우리는 이미 미래를 관통하고 있다
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Insight study
<Idea share>
2011. 5
Part one
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i-Pad creative <아이패드가 바꿔놓은 것들>
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i. 광고
ii. 매거진
iii. 인터넷(브랜드, 프로모션)
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i. 광고
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기존 오프라인 광고와 동일 일부 기업들은 아직 매체의 특성에 적응하지 못했다
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기존 오프라인 스타일 + 영상 + 바이럴 유도 + 사이트 유도 디바이스가 지닌 영상 재생 및 인터넷 기능을 활용한다
(네이버 브랜딩보드와 비슷)
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인터넷 기능(기존 오프라인 스타일 + 영상 + 바이럴 + 사이트 유입) + 터치 스크린을 통한 경험 유도
기존 PC & 노트북과 차별화되는 특정 기능을 통한 브랜드 경험 최대화
(아직 이 정도까지 적극적으로 활용하는 광고는 드문 상태)
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ii. 매거진
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미용실이나 은행에서 시간이나 때우려고 넘기던 때랑 다르다
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기존과 다르지 않은 판형과 스타일로 익숙함을 전달하되
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한 면에 여러 장의 화보를 싣기 어려운 인쇄의 한계를 벗어나
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웹진보다 훨씬 견고한 디자인과 구성, 높은 퀄리티를 갖췄다
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무엇보다 사진과 화보가 영상으로 대체될 수 있다는 점이 기존 잡지와 가장 차별화될 수 있는 지점이랄까
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PC에서 PDF나 웹사이트로 보는 것과 같을 수 있으나,
모바일 디바이스만이 줄 수 있는 휴대성과 기존 잡지와 별 차이가 없는 사이즈가 확연한 선을 긋는다
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일부 경제/시사지에서 지원되는 음성지원은 시각에만 의존하던 기존 오프라인 잡지의 전달방식을 보다 입체적으로 확장시킨다
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현재 초기 시장 장악을 위해 무료 서비스가 대대적으로 진행 중
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출판물 시장을 완전히 바꿔놓았다고 해도 과언이 아니다
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iii. 인터넷(사이트)
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휴대폰 사이즈 안에서 정체되어 있던 모바일 인터넷은 아이패드를 통해 데스크탑의 권위에 도전한다.
아니, 이미 넘어서고 있다
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가입과 로긴을 통한 회원수 확보만이 온라인에서 가능한 브랜드 인지도 확장과 수요 창출이라는 생각은
이미 과거.
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이미 오프에서 확고한 지지를 얻고 있는 브랜드들이 새로운 미디어를 통해 접점을 형성하고 있고
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오직 새로운 미디어에서 독점으로 얻을 수 있는 혜택을 통해 충성고객층을 모으고 있다
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위치 기반 서비스를 통해 매장검색과 접근성을 높였고
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기존 온라인에서 진행되는 브랜드 경험과 프로모션과 달리 보다 적극적이며 지속적인 유입을 가능하게 하고 있다
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광고, 매거진, 사이트의 변화 이 모든 것이 이곳을 통해 가능해지고 있다
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