Share this article:

OgilvyAction unveils 'Digital Activation'

Posted by: Creativematch Graduate Recruitment

Date added: Fri 24 Oct 2008

Digital Activation is a new technology driven marketing channel for the 'outernet'

Digital Activation (DA) is a new digital communications channel conceived by OgilvyAction to activate sales on consumers’ ‘path to purchase’ through the use of technology.

This newly-launched marketing channel allows brands to dove-tail their communications taking into account the recipient’s environmental context (time, place, etc) and buying mood, through a range of digital technologies and media channels:

- internet
- mobile phone
- digital outdoor
- digital
- POS

Hugh Boyle, OgilvyAction’s head of digital, EAME, and the brains behind DA, explains: “By throwing a net around a range of technologies and presenting them as an integrated solution, OA can help brands interact with their consumers ‘in the moment’, wherever they are.”

DA connects digital to the real world delivering engaging, relevant, well-targeted and powerfully persuasive marketing at the moment consumers will be most interested – whether in front of a computer screen, on a mobile phone, in the high street or at the shopping mall, turning the ‘internet’ into the ‘outernet’.

OgilvyAction clients such as Kodak and Motorola are already investing in the new channel. “As OgilvyAction is a world leading ‘activation’ agency network, it makes sense for us to develop and take ownership of Digital Activation and push the boundaries of emerging ‘outernet’ technologies, which we believe represent the next wave of the digital revolution” says Boyle, who will head up DA, supported by a 28-person team working out of London, Singapore, New York and Sao Paolo, with London acting as a global hub.

In support of the launch of DA, OgilvyAction has created a new blog site www.digitalactivation.com, which will be accompanied by a neat little DA Rule Book that explores 21 ‘basic truths’ of this pioneering approach to marketing.