The microwave was the last major addition to the kitchen appliance family and has become as common as the kettle and toaster on most countertops. There was that awkward time when some of us spent money on a convection microwave, but let’s be honest you don’t use a microwave to grill with. Convenience food would be less convenient without the microwave as would steamed veggies and hot chocolate in winter!
From a functionality perspective the microwave completes the basic appliances. It’s not great to heat chips or pizza, unless you like limp and soggy, but it’s convenient and you never read the manual for the convection part, so you live with it.
Or should I say you lived with it. Things have changed, the basic appliance balance has been challenged as has speed and efficiency. Crispy golden moments are being delivered like never before and yesterday’s chips and pizza slices are enjoying their time beyond the microwave.
Welcome the new kid on the counter – The Air Fryer. The appliance you didn’t know you needed!
A challenge to the status quo, a change in approach or a shift in mindset is often what we need to deliver new thinking and results never previously imagined.
In conceptualising, creating, managing and executing campaigns it is essential to bring the right skills (or tools) to the table. The key is not to replace the basics, but to complement and enhance what you already have. Clients often have a very good idea of what they’re looking to achieve and how they believe it could be done. As a specialist integration agency, it is our role to review the clients’ needs and objectives and to create the best possible impact scenario with the resources they have.
You could turn on the entire oven to cook a chicken or you could use the air fryer to get the same results with less effort. Yes, if we’re cooking three chickens, roast potatoes and heaps of roast veggies, the oven is the obvious go-to, but not all campaigns are a full meal.
Campaign management is about:
- Efficiency – How do we maximise resources, budgets and time for the best targeted impact. Efficiency isn’t about cutting corners or taking a chance to save a percentage of the budget. It is about understanding the need and using resources accordingly. Efficiency is built with time on the ground and understanding the variables. Tempered experience contributes to efficient campaigns.
- Effectiveness – How to get the results, quicker, more effectively and potentially with less resource. Blending experience with young talent often creates new dynamics that create more effective campaigns. It is the blend of established practice and new thinking that creates new d spaces and drives effectiveness. Be prepared to experiment, the convection microwave was the first step in creating the air fryer.
- The ”Magic” – This is doing something that surprises and delights. It’s the edge, the creativity. The “magic” is what the competition didn’t think about.
- Scalability – Do we need two air fryers or an oven? How can we execute a campaign on multiple platforms in the simplest way? We need to be able to offer more reach, more results and more opportunity. Use the right tools at the right time.
Well managed campaigns change the way brands think about connecting with audiences. They also shorten time between awareness and action, and they create a talkability around the product or brand.
Like an air fryer when it was first suggested as a kitchen basic, the real challenge for brands is to consider solutions beyond the tried and trusted campaign metrics. At MediaHeads 360 we’d like to help you cook your next campaign until golden and crispy, don’t be chicken!