A guide to writing ads for that information super highway we've been hearing so much about.

A talk for 2011 Melbourne Copyschool about digital and copywriting.

Transcript

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15. Insight. Wealthy New Yorkers pass by poorer neighbourhoods daily. Idea. Many African American students aspire to the same things you do. Money is the only thing holding them back. Execution. A letter left on each seat of a train headed towards wealthy suburbs that visualises their plight and directly explains how the reader can help. Watch a conversation about advertising with David Ogilvy
19. A little favour. . . We are seeking australia ‚ s five best emerging architects to send to london, barcelona and copenhagen. help us find them by taking pictures of this model and sharing them via email, facebook, tWitter or your blog. many thanks, dulux.com.au/studytour A little favour. To attract emerging Australian Architects to apply for the Dulux Study Tour we asked the 15 biggest influencers in the Australian Architecture community to do us a little favour. We sent them a parcel, inside was a 1:200 scale architects model of a person and a billboard promoting the tour and a note asking them to take photos of the models and share them via email, blogs, twitter and Facebook. They did, over 100 photos were taken in locations across the country and shared across social media sites putting our ad directly in front of Australia’s best emerging architects. Results: 15 packages resulted in 159 applications, a 148% increase on the previous year.