Written by Nuri Djavit
We’re very happy to announce the launch of the Vespa USA website. It’s been a thrilling ride to get to this point and we’ve worked with some amazing people at Piaggio Group USA. Our team has been exemplary throughout the process and the results reflect the skill and commitment from the Last Exit team. Congrats to all.
Be sure to check out the scooters as well as the Community Rides section.
A few of the first press articles:
Written by Nuri Djavit
I believe that one of the highest accolades must be for a creative agency or design company to ask us to conceive, design and produce their website. This is no more pronounced than in this instance. McCann Ericksons New York business has been a client/partner of ours over the last year or so and being asked to develop ideas for their portfolio web site left us speechless. The process was not straightforward though. The ideas we conceived with creative partner SuperFad were ambitious - at the time, were had no higher option in technology that Flash 8 and attempted to build a 3D site using the ActionScript 2 programming platform. The first version was good but wasn’t a 100% match for our capabilities or the quality of work produced by McCann New York. Without approval of any budgets, we decided to experiment with AS3 in conjunction with the PaperVision3D engine. During that time, Flash 9 / AS3 gained acceptable user penetration and when we presented our experiments - basically a fully redeveloped site - McCann were blown away. Budgets were quickly approved and with some final design direction from the Agency we were done.
Total development time was fraction of that in AS2 - further evidence that whilst AS3 and PaperVision3D demands a higher level of programming skill, it remains a more efficient development tool for spatial Flash projects, whilst providing vastly improved site performance and lower processor draw.
The site displays floating assets representing a selection of McCann NY’s creative output. Rolling over these thumbnails draws connections between related assets, Selecting one will bring that family into a new layout. A further selection will play/preview that piece. In the bottom left, you can select work by media or client and drill down to specific works. IN the top right, you can change the display configurations from random to a grid arrangement and also toggle to and from full screen mode.
Enjoy the site by clicking here: McCann NY
Written by Nuri Djavit
I had the intense pleasure of visiting the beautiful Brooklyn Museum this past weekend and attending the Gilbert & George exhibition. If you don’t know who they are, or much about they’re work I strongly suggest you go along. This is their first international tour in more than 20 years and is as dramatic, emotional, subversive and as provocative as ever. The duo’s work is definitely unique and tackles (rather brutally at times) themes such as faith, religion, sexuality, superstition, race and identity, urban life, terrorism and AIDS related loss.
My personal reaction, whether I liked a particular piece or not, was profound. My particular interest is the approach they employ and the deeply ‘graphics’ style of their work and the high level of engagement with the visitor - something I feel is very difficult to achieve in a static, passive medium such as this. Perhaps some lessons to be learned here while applying to digital / interactive design, advertising and marketing campaigns and messaging?
Here’s a great review in the New York Times.
Written by Gary Lockton
Brilliant though Google and other search engines are at bringing some level of sense and order to the billions of web pages out there, they all still rely almost completely on our ability to look for something in the right way. Keywords are really that - KEY!
Luckily as the amount of content online grows so does the average level of skill of people using search engines. Two years ago the average number of keywords entered into Google’s search field was not much more than 1.5, today it is more like 3.0. We are being more specific when we search which is a good thing - finding a million or more results is hardly a badge of honour now is it?
In spite of this there remains the ‘Did you mean?‘ problem or the ‘Did we mean?‘ problem as I would describe it.
As an agency advising our clients on SEO or search engine optimisation one of the toughest tasks is convincing businesses to think like customers and ensure the way they write about themselves online does likewise. By all means ‘build it’ but they won’t be coming unless the way you talk matches the way they search!
Take Last Exit and PaperVision for example. We are a Papervision3D agency and would like to be found as such when potential clients search for this kind of service online. Because PaperVision is a new technology however the challenge is to make sure we talk about it in the right ways. The correct description for this Flash plug-in is PaperVision3D but a quick check within Google’s Adwords Keyword Tool reveals a whole host of ways people are looking for it - papervision 3d, paper vision 3d or even pay per vision 3d are all commonly used.
This wouldn’t be a problem but as I say above search engines rely on keywords in a very exact way. Try it yourself - a query of ‘paper vision 3d agency‘ will deliver very different results to one of ‘papervision3d agency‘ regardless of the fact both may be intended to find an agency supplying PaperVision3D.
Granted this all sounds very anal indeed but the truth is that Google and the other search engines are very anal indeed! Words, and the exact way they are used, are all they have to go on when routing that important query of yours to a handful of those 3 billion web pages!
The solution is writing for the web, making frequent reference to important keywords, and writing like the customers you want to attract would ask for you.
The solution is really not rocket-science, or should that be rocket science!
Written by Nuri Djavit
The headline article in today’s AdAge looks at how car dealerships are utilizing video. It focuses on one particular dealership who has created a nice little (viral) video espousing the concept of transparency and honesty. Hold on, a car dealership saying it’s honest? It might take more than a highly staged video to convince us of that, but nevertheless the event is interesting to me on a number of levels:
1. The accessibility of video: largely thanks to Apple, video creation tools (both hardware and software) professional video creation can meet almost any budget. Of course this depends on your expectation and demands for quality. Distribution tools such as YouTube also offer access to a broad audience, if the content is good enough. Imagine spending $50k on a video and reaching a million people without any additional media spend. Amazing (potentially). Added to this, the fact that the spend is easily measured and analyzed.
2. Increasing the effectiveness of your website: according to Larry Pryg , national marketing and ad manager for General Motors Corps, certified-used-auto business, websites with video are twice as likely to general calls or emails from shoppers to dealers.
Of course, this video has to be engaging and entertaining and, most importantly in my opinion, demonstrate utility; it’s got to be informative, useful and empower the viewer to make intelligent qualified decisions - hopefully quick ones that result in check writing etc. Many dealers still just re-purpose TV commercials, which is OK, as many car ads are stil among the best (most entertaining and well produced) but, of course, there’s an opportunity with the online space and a great expectation of users to offer more interaction and information.
3. Transparency: the main ad this article references from the Clay Corp in Norwood, Mass, attempts to offer transparency and honestly by explaining the typical ways (other) car dealers try to screw you over. Ever since Naomi Klein wrote ‘No Logo’ in 2000 I’ve been convinced by the idea of discussion between a brand and it’s audience/customers, rather than the old industrialist approach of preaching brand values from a well staged, er stage. This video doesn’t really embody that notion completely but we feel that it’s vital to empower our clients with the knowledge to make the right decisions regarding digital agencies. So in that vein, we’ve created short documents explaining how to look for and how to buy digital services such as SEO - a practice that is still largely shrouded in smoke and mirrors.
The comparison I’m making here is a potential one: that many agencies, especially digital agencies are already building reputations as charlatans and spinning a web of confusing processes, technologies and TLAs (three letter acronyms). Time to get undresses, and bare all I reckon.
Written by Nuri Djavit
The lead article in todays Ad Age Daily news covers, in part, a study examining the effects and possible contribution to the rapidly growing (excuse the pun) obesity epidemic in the US. With particular focus on the African-American community, it suggests that marketing to this group has been squarely focused at fast food chains and not healthier options and complains that in poor neighborhoods all you can find to eat is bad food.
My concern with this kind of research is simple that it doesn’t capture the broader picture, e.g. that fast food, and in particular budget meals at fast food chains, is targeted at poorer people generally not just poorer African Americans. It also makes a very relative and unquantifiable statement, that the marketing “contributes”.
Well, how much does it contribute? Is that contribution 50% contribution to other socio-economical shifts, or is it a tiny/negligible amount?
So, my point, though more of a political one is that we are constantly moving towards a system or blame and lack of responsibility for oneself. Ignorance may have a part to play here: is it McDonalds’ fault if a person picks up a scalding hot coffee from a drive through, places it in her lap and subsequently burns herself as she pulls away? No! And it’s also probably not their fault when people get fat because they eat McDonalds at every meal (including more than one sandwich, fries and a soda).
Of course I do appreciate that there should be boundaries: I don’t agree with soda drink manufacturers sponsoring schools and planting their vending machines in every vestibule, or misleading advertising. I also agree that we haven’t done enough, particularly in the last 8 years, to resolve our extreme poverty problems here in US, but ultimately, people must take responsibility: to educate themselves (the only way to improve your status) and to keep yourself fit and healthy. You don’t need an Equinox membership to do that.
Written by Paul Newnes
I blogged here how I’d swapped my 1st gen iPhone out 4 times for hardware problems. So I had under my ownership a total of 5 iPhones and now as the owner of a 2nd gen, 3G-network iPhone the number is now 6.
Tomorrow it will be 7. The casing has cracked, but I haven’t dropped it or rough-housed it at all. It drops 1 out of 3 calls. Accessing the contacts takes about 5 seconds. And the 3G data connection during peak hours is non existent. Yesterday (after I had applied the 2.01 firmware patch) a dropped call managed to lock the entire phone and required a reset. Having owned mobile phones for the last 13 years, I can’t remember having such problems placing and receiving calls.
These don’t seem to be isolated to me, and don’t seem to be the fault of at&t.
Of course I’ve applied some introspection and checked with my neighbors that they aren’t running giant Tesla coils in their apartments.
So, the well trodden path to the Genius Bar will be walked again.
Written by Nuri Djavit
So as not to waste a good site, we thought we’d post and host the ExpressJet site we’ve recently done for Dentsu. The site was designed to allow people to submit their stories in/of ExpressJet destinations. It’s a lovely site with a small dose of 3D Papervision thrown in. Check it out and let us know what you think - hey, why not submit a story. The competition isn’t active but you might discover something about yourself in the process. Or not.
Written by Nuri Djavit
Pete Blackshaw of Planetfeedback.com, wrote in AdAge today a (self serving, yes) article about consumer feedback, or rather the lack of it. Here’s a snippet:
I wonder if we’re afflicted with service schizophrenia. Take a mega brand such as McDonald’s, which aggressively spends billions to position itself around ease, convenience and service (e.g. “We make you smile”). The company practically hides the most basic of contact forms on its website. Further adding to the disconnect, the company’s comments-rich corporate blog is called “Open for Discussion.”
From the point of view of a design agency, these forms are, for the most part, blown off, left until last and pretty much standard. The sub-conscious assertion being that if someone really wants to contact us, they will. Most forms are pretty simple simple and easy to use but yes, definitely uninviting and if you’re a brand projecting an open door philosophy, this could be detrimental to your cause. Worse still are customer service telephone lines. These seem to be designed to frustrate and often cause extreme anger as you are constantly passed from department to department and required time and again to repeat your account details. OK, we’re not going to go into all that as we don’t have much control apart from suggesting better approach to our clients.
Back to web-based consumer feedback. After reading this post, I considered one of our recent clients, an Italian motorcycle brand, that prides itself on being very connected to its consumer. We’re currently in the design production cycle and considering the global community behind this brand, I thought it necessary to review our strategy. We’re now considering allowing users to upload images, movies and to format their feedback via a rich text editor (much like using word) so our client’s customers can really articulate their message. I’ll post a link once we’re done.
Written by Nuri Djavit
As a digital agency, one might think it odd that we’re producing our reel as a hard media, DVD. In deed, it has been a bone of contention for some time and thats why, several months after completing our 2008 Design Reel
, we are only just approving the production. After laboring over the reel itself, we’re spending a fair penny on mastering, duplication, packaging and distribution. So I’m still asking why? when we’ve done a great job encoding at different sizes and serving. Electronic distribution is easy and basically free and above all: immediate. As a digital agency, perhaps we should be committed to the channels we predominantly work within? The answer is punctuated by a single word that my partner at Last Exit often heralds “RELEVANCE”. On top of that, I would like to add “penetration” and “visibility”. Our in-boxes are, unfortunately crowded with enough spam to fill a million cheap sandwiches and whilst we can use many different creative tactics to draw attention to a mailer, we believe in a multi-channel and relevant approach that taps into the the behavioral characteristics of our audience. Ours is splie between CMOs at the brands themselves and producers/CDs at ad agencies. Both sets have spent much more time in TV/Radio than in interactive and whilst the transition is happening it’s important to bridge the gap, speak the right language and not to be too disruptive.
So, our belief is that receiving a well designed, beautifully produced DVD (spot glossing and all) will, at the very least, leave an impression in the recipients mind (even if they never actually load the disk into a player) backed by the appropriate and well timed follow up. This is a tried and true and simple tactic that has worked for many reps and EPs in the advertising and motion business and whilst there’s not model for reps in interactive, we’ll give this a go.
Here’s a few screen shots. You can view the reel here, or let us know if you’d like to receive DVD.
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