If you could create a reader profile, what would it look like? Find out who media strategists wanted to get up close and personal with in the campaign to promote readership metric EMMA. Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
With the launch of EMMA data on Monday, the readership measurement battle is looming. The new kid on the block has thrown the gauntlet down even further with a shiny campaign spruiking its awesomeness.
Media strategists were recruited to create hypothetical profiles of consumers to demonstrate what EMMA offers buyers. Strategists which feature throughout the campaign are TMS' Ally Cooney, Match Media's Ian Czencz, UM' Paul Den, The Monkeys' Mat Rawnsley, X or Y Decision's Rob Pyne and Naked's Dominic McCarthy.
In order to highlight the message of 'lifelike' consumer profiles, Xbox Kinect technology was used to create the effect in a series of online films. There is also a print campaign. It will run from 19 August.
The campaign was created by independent agency The Hallway.
“What better way to demonstrate the power of EMMA than by putting it in the hands of those dedicated to creating compelling consumer portraits for their clients every day,” said The Newspaper Works marketing director Lucia Elliot. “EMMA has been developed using the most innovative methodology and technology so it's only fitting that our marketing campaign also draws on the freshest data-based techniques to show that EMMA really is the next generation in audience insights.”
The Hallway creative partner Simon Lee said: “To tell the story of what users can achieve with EMMA, we created what are, in effect, mini artist testimonials. Our subjects describe the profiles they created with the same intimacy in which an actor might talk about a character they are interpreting in a film.
“And visually, we've explored the rich field of data-art with a spectrum of different manipulations of Kinect motion capture footage.”
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