Ben de Castella
Mar 15, 2013

Silly stuff matters: Dancing ponies versus boring charts

Which is better for building brand awareness? Dancing ponies or informative content? Ben de Castella, strategic planning director with Digitas Razorfish Hong Kong, makes a serious case for silliness.

Which is better for building brand awareness? Dancing ponies or informative content? Ben de Castella, strategic planning director with Digitas Razorfish Hong Kong, makes a serious case for silliness.

You've probably seen Three’s Dancing Ponies spot from the UK by now above. Fleetwood Mac moonwalking Shetland ponies lots of fun. It’s very funny, very emotive and something you can't wait to show people. Which is why it clocked up 5 million views on YouTube in its first week, with 1 million people reportedly creating their own version.

I also liked the end line 'Silly Stuff. It Matters'.

And...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Foreign vs local KOLs: who wields more power in China?
Premium
22 minutes ago

Foreign vs local KOLs: who wields more power in China?

We explore the work of some successful non-Chinese influencers working in China and ask whether they command more or less influence than their local counterparts—and whether that's changing.

Premium
OMD bolsters APAC leadership
Premium
1 hour ago

OMD bolsters APAC leadership

New regional COO and CMO join from OMG regional positions.

Premium
Google News Initiative reveals APAC Innovation Challenge winners
Premium
3 hours ago

Google News Initiative reveals APAC Innovation ...

Twenty-three publishers win US$3.2 million in funding for new initiatives to drive reader revenue.

Premium
WFA names Raja Rajamannar president
Premium
3 hours ago

WFA names Raja Rajamannar president

Edward Bell of Cathay Pacific, Lynette Pang of Singapore Tourism Board, Atul Agrawal of Tata and Adam Mohamed Wee Abdullah of CIMB join the organisation's executive committee.