i think this web page has hit it “effectiveness objective”

/Smatis

On another note, anyone have a clue what “The Ones” is about and who sings it(one of the pieces in their work)? Very addictive, but I can’t find a darn thing about it doing a google search.

Thanks for any response!

Clearly not a design for everyone, and clearly not an agency for everyone, but then that’s the point….we say there’s always an Alternative, and good on Boone Oakley for showing there are alternatives to the norm!

On the point of creating something different we launched our site a year ago and have a unique feature which no one else has, we’ve got our own biccie booker, try it out and let me know what you all think at http://www.thealternative.co.uk

However, I did feel a little let down by their actual advertising work at the end of the spot. Sorry, but I don’t think their work is anywhere near as good as the bigger advertising agencies in London or New York.

On the other hand, a friend of mine has just founded a business he is calling ‘my website is dead’ who’s argument is that if a business monitors buzz correctly, and activates it effectively, they do not need a website. A huge claim I think, but obviously something that BooneOakley have succeeded in doing to some degree.

You can look ‘My website is dead’ up on Facebook for more info if you’re interested – obviously they don’t have a website

It’s it’s a mistake to apply the attribute of ‘most creative’ to any piece of commercial communication. Instead, the attribute should be “most effective”, which might mean “increasing brand preference” or some such result that bears directly upon effecting greater revenue growth for the client’s products.

Here’s why. Clients invest in commercial communications in order to accomplish a specific business result of greater value than the investment in communications. Commercial communications, such as web sites must be evaluated vis a vis this effectiveness objective. And it should be praised to the extent to which it does that.

Attributes such as “creative” or “memorable” are relevant only to the extent to which these contribute to that greater business objective. Otherwise, clients, and agencies will find themselves inadvertently wasting the investment.

Commercial communications be extremely creative, and yet be a waste of the client’s money. Commercial communications can also be memorable, and yet be a waste of the client’s money. Hence these attributes should not be used in a way that shadow or obscure the only objective, to be effective toward the fulfillment of its business objectives.

Yes, the BooneOakley website is a very creative execution. But it is a great execution of a poor strategy. This website appears to establish BooneOakley merely as being different. This is a me-too strategy. That’s what almost every agency promises. Even the big agencies owned by the four holding companies.

It’s not enough for commercial communications to be different. It’s not enough to be promised what one will NOT get, sameness, in this case.

No. It must provide the visitor/user with a reason to prefer BooneOakley over all the other agency. And this advertisement fails to do this.

How do I look up their phone number from my iphone?

Or for that matter, how do I call them without watching that entire video.