"I Am"

Not new news, but I’ve been thinking about the latest Orange campaign – “I am Everyone”. Aside from the ads themselves, I was thinking specifically about the strapline on their outdoor/press ads directing people to search for “I Am” online for more information. Initially I thought it was a bit of w*nky ad-thing to do but thinking about it again it’s a really nifty way of encouraging people to take on your creative strategy and bring your brand into the vernacular.

Off the back of the recent news that 88% of people are now searching for brand specific terms online (as opposed to generic terms like “mobile phone tariff”), I think we could see this tactic being used even more as clients and agencies really start seeing the value search/PPC can bring to your brand as opposed to viewing it as just another sales driving platform.