Adv.pl (Lemon Sky): The past year in the industry in brief
The key word for the year in the digital communications was "Facebook", but there were other developments as well. The rapid development of mobile technology (largely owing to the work of Steve Jobs) and the growth in clients’ consciousness of the subject of constructing a good online strategy meant that advertising and interactive agencies as well as media houses decided more and more to adopt non-standard solutions for the construction and brand and product images. Without a doubt, 2011 was a time of social and mobile media (with the emphasis, however, still on social media). Nevertheless, interest in mobile marketing is growing along with the number of tablet and smartphones. The revolution that has been planned and projected in this field is slowly becoming a reality. In the search for the key to success in their dialogue with customers, companies are increasingly deciding on the use of dedicated applications for handheld devices.
Boom in social media
The power of social media and the measurable results of their operations – mainly Facebook – have made them a key communication channel. Many well-known and respected brands have taken advantage of the opportunity to make this kind of close contact with their consumers, as well as for the construction of Brand Hero images.
The newly formed Social Media department at Adv.lp (Lemon Sky) has engaged in this strategy, and is dedicated to social media campaigns and projects. The rapping Henio and the cynical conversations of the Heart and Mind (of Telekomunikacja Polska ad campaign fame) have created a furore on the Internet. The Heart and Mind fan page has already garnered half an million fans, and the TP SA mascots remain the most popular and best liked Brand Heros on Facebook in Poland from 2011 (the most popular entries on the Polish Facebook site are by the Heart and Mind). This campaign received the Grand Webstar award at the Webstar Festival and a distinction in the Golden Eagles (Złote Orły) contest 2011. The popular viral “Kashpirowski” video starring the Heart and Mind by Adv.com (Lemon Sky) also received recognition in the Golden Arrow and KTR contests.
Era mobile and Augmented Reality
In a digitalized world full of technological novelties the traditional means of advertising have ceased bringing their intended effects. Worldwide technological revolutions are reaching Poland with some delay, but in the mobile field Adv.com (Lemon Sky) has already implemented several innovative projects. WINIARY’s “cookbook” using mobile code readers, “Warsaw ‘44” using Layer (mobile augmented reality using Google Maps), and the Arowa iPad application for the National Traffic Safety Board (“This is how you’ll look in the best case”) – these are only a few of the agency’s projects prepared specifically with mobile devices in mind. In the past year Adv.pl (Lemon Sky) has repeatedly worked to combine the real world with the virtual. Non-standard solutions based on Augmented Reality for Solano, Bosch, and KFC – have demonstrated the power of creative ideas and the possibilities of combining technologies through an agency. A virtual space for trying on glasses, the possibility of testing a blender in augmented reality and an interactive game on the display combining online and offline communication channels engaged fans with several times the effectiveness of standard solutions.
INSPIRING BIG IDEAS
The digital industry is evolving very rapidly, and innovation and trend creation is the key to success. In the beginning of 2012 Adv.pl changed into Lemon Sky. This was more than a change of name – it reflected a new strategic approach to on-line brand communication. We have decided on a powerful strategy of creativity and technology. “INSPIRING BIG IDEAS” means that we aim to inspire our customers to think big and work with non-standard solutions.
Magdalena Surowiec, Chairman of the Managing Board of Adv.pl (Lemon Sky)
