Traditional media remains vital to the communications mix – but when consumers are subjected to up to 3000 messages a day there are valuable lessons to be learnt from Honda’s approach to using old media in new ways…

One brand thinking laterally when it comes to advertising has to be Honda.

Adding to its growing library of insightful work (The Clog & The Impossible Dream), it recently made history by broadcasting a live TV spot in the UK. Using a conventional three minute ad break as the platform, the spot featured 19 sky divers spelling out ‘H-O-N-D-A’. The jump, screened live, drew an audience of 2.2 million and an estimated 168,000 people tuned in just to watch the ad.

Honda then extended the brand experience. Its official blog documented the challenges and brought the execution to life, appealing to today’s interactive consumer.

In an age when TV advertising is increasingly being skipped, the onus is on us to continuously evolve our approaches to include new executions that compel people to want to tune in to – people, who, in a world of clutter, are waiting to be impressed.

Thanks to: Channel 4, Honda

Banksy, a British street artist, has opened a show in New York depicting the skewed relationship humans have with pet stores, processed meat and brand consumption. Is it art? Or is this an example of creative retailing?

At first, ‘The Village Pet Shop and Charcoal Grill’ looks like an ordinary pet shop, until you get inside. The experience is one for the senses – visitors walk among a monkey watching TV, mechanical chicken nuggets and a number of other unusual sights. Banksy is critiquing over-consumption.

The interesting aspect of this show (Apart from the obvious show itself) is that, eventually the displays will go on sale like any other art show. If we consider Banksy as a brand, it’s a brand re-inventing what it is to present and sell. Imagine if you could re-invent your brand to do the same?

Thanks to: Banksy, Creativity Online

There is no debating people choose brands that make them feel special. At While You Weren’t Watching we think there is no greater time than the present (Given the current economic state of affairs) for brands to embrace this kind of behaviour.

Trendwatching.com has many examples of brands giving back; here are just a few we wouldn’t mind having ourselves…

1. Free love from Ben and Jerry
Annual free cone day is just to say thank you. They give away ice-cream one day a year, to say thanks.

2. Convenience bought to you by VISA
VISA delivered convenience recently to card customers at the 2008 Outside Lands Festival with access to VIP restrooms – no queues, no nasty portaloos, the visitors even received a complimentary blanket, always handy to have at a festival.

3. Pre-release advantages with Orange mobile
Subscribers gain access to concert tickets 48 hours before the general public and they can sign up for a news service that tells them when their favourite bands have a gig coming up.

Giving back to consumers does add value to your brand – it demonstrates your brand has empathy to your customers’ lives and opens the door to brand loyalty.

Thanks to: VISA International, Ben & Jerry’s, Orange and Trendwatching.com