Watching the beautiful short film below, I could imagine a dozen different technological products that it could advertise, in particular saving data on ‘The Cloud’. However, this short film entitled Lost Memories by Francois Ferracci is the exact antithesis to an advertisement for a technological gadget.
Lost Memories is a powerful comment on our lives in the digital age and a reminder that nothing is more important than our actual memories rather than our digitally archived memories in the forms of blogs and tweets.
As technology advances continuously and grows into corners of our lives where we never expected to see it, the sceptical thought that we are becoming too dependent on technology similarly increases. Recent research into technology’s effect on our brain has revealed The Google Effect. Straight forwardly, search engines have given people information at their fingertips which has subsequently decreased the usefulness, capacity and power of our memories as they become seemingly obsolete. Google, and more generally the internet, has become an extension, and the primary source in some cases, of our own memories.
This makes it more difficult for digital, and particularly internet, based companies to advertise their products. In order to attract these internet sceptics as well as their usual customers (although they will never catch them all), they have to combine impressive new technological advances, yet remain down to earth.
This is something that Facebook’s first ever advert fantastically demonstrates.
Facebook doesn’t need to advertise themselves to people who are comfortable and intertwined with the internet; the vast majority of people who are on-line in some form will have a facebook account. This first ever advertising campaign by Facebook is therefore clearly reaching out to those people who are not on-line or perhaps even against Facebook’s all encompassing nature. And how do facebook try to tempt these people to join? By likening Facebook (a virtual social network) with a material, physical entity; a chair.
I’m not convinced that sceptics will start joining Facebook because they now realise how it is strikingly similar to chairs which they need and use every day. However, for once Facebook is trying to reach out to people who are not interested in Facebook and who perhaps (heaven forbid) have never heard of Facebook.
It’s easy for companies to strengthen their relationship with existing customers via marketing and advertising campaigns, but much more difficult to reach out to those who are not aware or do not like said companies. Facebook’s new advertising campaign is therefore a complex and tricky marketing campaign to carry out and accomplish.
Although this advert may not significantly increase their new memberships, they are successfully spreading the word outside of their safe community where they are adored and loved with a visually impeccable and interesting advertisement which takes guts. Furthermore, they are one step ahead of all other social networking sites in attempting this.
If anyone can pull over the internet sceptics and social-network-phobics onto their side it most probably will be Facebook. Good luck.