Integrated, same message different executions

Too often in Ireland, and the rest of the world, an integrated advertising campaign just means taking a still from the TV advert and passing it off as posters, press, online, direct mail, etc. And how many stills from the TV advert make sense as stand alone pieces? Very few, I think you’ll agree. Just because you make a TV advert doesn’t mean people will see it, but yet those who haven’t are meant to make sense of a random still: it’s like asking someone to understand, in-depth, a movie after seeing the trailer—even then they get thirty seconds instead of just one frame.

A good integrated campaign takes the kernel of the idea, the core message, and applies it the whole campaign—even if it has a different look to the TV. People are smart enough to recognise the message your advert is trying to get across. Just because you spend the big bucks on the TV advert it doesn’t mean you have to milk it to the detriment of the rest of the campaign. At least if you’re smart you won’t.