Last week, I made the trek to SxSw to take in all it had to offer and there was a lot. This innovative forward-thinking conference helps us rethink our reality and reimagine our future—opening our eyes to not just new tech but also how to rethink traditional advertising to fit into the world of today’s consumers and shoppers.
A few speakers challenged the notion of typical “advertising” by taking into account human needs, habits and desires. In the end, the message was to not focus on advertising, but to focus on a solution and let the solution advertise for you.
Example 1: Don’t advertise, create products that solve problems
Tokyo based ad agency (Hakuhodo i-studio) has transformed their business model for their clients (really the consumers). Changing the mindset of what ‘advertising’ is, they now ‘ferment’ ideas with a focus on user lifestyles and social issues, to create utility and products first - and advertise second. They call it P2B (Prototype to Business).