Kevin Malloy: Presence is easy, try integrated impact

One of the hottest topics in the media world at the moment is the drive for communications plans that go beyond traditional media and standard exposure thinking. Multi-nationals such as Coca-Cola and Procter & Gamble are demanding communications planning that truly connects and resonates with consumers.

It used to be enough to pump out media schedules that simply maximised exposure. Today we need to be much smarter. It's about making connections that engage rather than simply counting exposures.

The Impulse Groove campaign, and its integration into the NZ Idol series, provides a good example.

The campaign is relevant to the target and is integrated with touch-points such as the Impulse Groove dancers on stage, signage on the set and references by the host to the NZ Idol website, where there is an Impulse competition. There is also the obligatory commercial spot during the break.

The challenge will be to take this approach even further. One key facet will be media and communications plans that get into branded entertainment, which requires early and seamless involvement with a show's production.

Branded entertainment doesn't mean product placement. It means having a relevant (and that's key) connection into the editorial of the show. The trick is be involved early in the show's concept and production, not to be presented with a finished product that requires a naming sponsor. That's old-world thinking.

Running 30-second spots in breaks is easy and, dare I say it, lazy thinking. In today's environment, especially when targeting young consumers, we need to be much smarter about how, and where, we make connections.

Presence is easy, impact is hard.

The latest The Sopranos series is a good example of branded entertainment and how non-commercial channels, such as HBO, are finding new revenue streams. The series has several clever, relevant product integrations, all paid for by advertisers and representing smart examples of how advertisers are reinforcing brand perceptions. For the advertisers, this is a key part of multi-touch-point campaigns built around a strong communications idea.

So, fair play to the Impulse folks for a solid, integrated campaign that was probably put together at short notice. But the industry has a long way to go in getting beyond exposure thinking. Making connections that captivate through insight-based, integrated communications planning is the real challenge. Presence and exposure is easy. Engagement and relevance requires a smarter approach.

Reviewer: Kevin Malloy, Starcom chairman, Australia and New Zealand

Campaign: Impulse Groove - NZ Idol

Agency: sparkphd/sparkactivate

Creative Team: Hilary Berridge, Nick Ascough and Cherie Driver