Truly interactive communications

A graduate in Film and Media Studies, and now a professional in Digital Marketing, I was excited to hear that the BAFTA award winning Gate Films would be visiting our Aberdeen office to do a ‘Lunch and Learn’ to share the type of work that they produce. Our Creative Director had told me about some of the new technology they have been dabbling with, and I was intrigued to hear more about it.

After a bit of excitement over the Brie sandwiches, my colleagues and I settled down to listen up to Richard Lindsay’s presentation.

So, what do The Gate have to offer? Well, they describe themselves as having 8 components:

  • Strategy
  • Creative
  • Planning
  • Content
  • Technology
  • Delivery
  • Eyeballs
  • Analytics

A pretty impressive line up I think you’ll agree?

Richard shared a few examples of their best work with us, and my personal favourite (being a bit of a closet shopaholic) had to be the campaign for the online fashion store, MissGuided.

In an impatient and Internet obsessed world, MissGuided has succeeded in providing their customers with fashionable, yet affordable clothes, delivering vibrant catwalk trends daily through its online outlet.

With this in mind, The Gate sought to create a campaign which incorporated MissGuided’s fun, fashionable and tech-savvy customers with the company’s mission – to deliver fashionable items to consumers the second they hit the runway. The result of this collaborative thinking was an online shoppable media channel, housing promotional videos of models showcasing the clothes.

So – what exactly is a shoppable media channel? This is where content and creative are married together by technology to deliver something extra special. The shoppable media channel was named ‘#MISSGUIDEDTV’ and was delivered via the fashion brand’s website. Customers were able to select a video, and then whilst watching, the clothing items would be linked below the video, enabling customers to click and buy the product instantaneously. This type of immediacy is what customers in the digital age crave and The Gate fully delivered.

All this, incorporated with a kick-ass social media campaign and TV adverts got the word out there into all the right corners, reaching all the right eyeballs.

At Fifth Ring, we are a bit geeky when it comes to analytics and ROI, so we were keen to hear about how it was measured. #MISSGUIDEDTV turned out to be an extremely successful campaign, confirming the brand’s position as a front runner in the online fashion world.

Richard’s insight into The Gate’s work got the room excited about the possibilities that video, combined with new technology, can bring - it certainly got me thinking about how we in the energy B2B market could incorporate these new technologies into our own work. The energy sector is at the forefront of new technology development so I can’t help but think there could be a synergy between the industry and a truly innovative marketing channel such as this one. I can see it really standing out as the centrepiece of an exhibition or event to showcase new technologies.  Will you be the innovator of your industry that takes the next step towards truly interactive communications?

PS. If you would like further inspiration, take a look at this video.