Almost should invent another film grammar

Groping. Its infancy. Assuming a further incidental role in media plans. So can the advertising communication on mobile and "smartphones", iPhone in mind. They urge potential, but it is unknown when and to what extent it will deploy.

Light back. With the generalization of the mobile phone, imaginations are are first unleashed, on how "it's great, we're going to send plenty on laptops: banners, SMS, viral spots...". ", remembers Anne Browaeys, Executive Director of the full six integrated communications agency.

Las! The wave of enthusiasm fell quickly. "Viral SMS were assimilated to a form of nuisance to the user," summarizes Farid, co-Chair of the Agency Fred & Farid. Innovative event that could be the emergence of pubs on laptops, it has run out. The user now requires a genuine added value and services. At the time, where it is expected the banners, saw the proliferation of specific applications for the iPhone and to a lesser extent for other "smartphones". A movement taken by the sectors of luxury and beauty, the image of the device in place for Van Cleef & Arpels, designed in 2008 by Fred & Farid.

"Smartphones" are granted is a good step ahead, if initially for purely physical reasons (wide screen, better rate) and for the possibility of designing special applications. In advertising, according to a logic inherited from Web sites, these applications combine commercial information in interviews and the "making" made behind the scenes of the filming of a spot, or even video games. A way of reconciling business and communication, while attracting the user at the heart of the universe of the mark.

Decline campaigns

As such, the example of the association between Dita Von Teese and the Wonderbra brand, in an iPhone application, orchestrated by the full six Agency is telling. A click, and the world reference for trimming arises, wearing four wisely sulphur lingerie models. Classic. But clicking on the right of the screen, and a long interview with Von Teese unfolds as a Ribbon. Even a click, and the user learns where to buy models. Cost of the application: 20,000 euros. A very modest sum digit, because a very sophisticated interactive device can reach 150,000 euros, with a median price of 50,000 euros.

From here, the structures sharpen their strategy... with caution. Thus, ask design spots of pub exclusively adapted to the format and requirements of mobile and the iPhone. Too early. Too risky. And even "absurd", it annoys the filmmaker Patrice Leconte, Director of many spots of pub. "It is not the same images to a screen of laptop 4 cm2 and a screen plasma..." Almost should invent another film grammar. At the same time it is perfectly understandable that advertisers wish to see their campaigns on a maximum of formats.

Today, many agencies leave from the original classic spot for later various declensions. "We do see no specifically dedicated to new technologies spot, says Benjamin Courdol, project manager at Fred & Farid." But, just as it does already on the Internet, will broadcast the Orangina Rouge, censored film on television, in a full on mobile and "smartphones" version, for example or even implement an interactive device. New spaces of freedom open, while the broadcast that the single version of a spot is exceeded.

Better, "as early as the design of the classic spot, occurs Andeis Raphael, co-Chair of BETC Euro RSCG, it ponders its future adaptations." It is in this spirit that we realized the clip of singer Izia, which combines its image than our budget small boat. "And, on the filming of the original spot, teams have multiplied efforts to feed the subsequent content: long interviews to be divided in several sequences,"making off "... To the point of bringing Nicolas Bordas, boss of TBWA France, said: "A term, the issue of enforcement prevail in any way on the traditional formats." A new turn to negotiate.