For many people interactive branding is still only about the Web.

It’s true that the Internet is full of exciting new possibilities, like viral marketing or the social media channels. But outside the two dimensional web there is a real world full of interactive possibilities.

The creative use of technology and new interfaces are changing the way people can be digitally approached in the physical realm. Intelligent Billboards, Digital Signage or Interactive Catalogs, controlled by gestures or multi-touch systems, are some of the solutions that we are starting to see on the streets, stores and public spaces that are part of our daily routine.

If the Internet was a milestone in the development of Permission Marketing, this new tangible interactivity allows us to go even further. You don’t force people to touch an interactive shop window or play a game at a cinema venue. So the challenge is on for marketers, copywriters and art directors, to create engaging content that people choose to activate. The result is a dynamic dialogue between the consumer and the brand. And this dialogue takes place within the physical world, making it even more remarkable than interacting on the virtual world of the web.

It is exciting to think that we can integrate some of these new tools with what web 2.0 has to offer. Particularly, the power that consumers are developing in defining the terms and conditions by which they want to be approached by brands, which will hopefully grow online and offline.

Imagine, for instance, having an online store’s characteristics in the physical world. Innovative interfaces would allow you to instantly compare items, browse suggested related articles based on datamining and other people’s suggestions. Clients could even write and leave reviews for others. Products and brands risk being more vulnerable, but quality standards would sure go up - and in the end we’d all benefit.

*(adapted from here)

Remarkable and with a perfect concept is the Dow Chemical Campaign presented yesterday by Mr. Howard Draft, Chairman of Draft FCB.

http://www.youtube.com/watch?v=3ylKTkp9to0&feature=related

http://www.youtube.com/watch?v=i3byt7xMSCA

Nothing is more fundamental.

The verdict is in! YDreams Advertising racked up two awards at this year’s El Ojo de Ibero-America with the affable Japanese cartoon character, Hello Kitty. The yWalk and yLight Solutions, created a media-rich store environment by playing up the fun-factor and colors associated with the brand at Lisbon’s first Hello Kitty store, and were distinguished with a Silver and Bronze award for Point of Sale Promotion and Activation in the El Ojo Promo category.

In fact, overall Portugal did particularly well in the Promo category, accumulating a total of three awards including a Gold for BBDO Portugal’s Optimus campaign.

El Ojo de Iberamerica, one of the most reputed advertising festivals in Latin América, celebrates its 10th edition this year. The festival currently underway in Buenos Aires, the Argentine capital and will run till Wednesday, November 21st.

Congratulations guys!

It’s on people! So, to get the ball rolling I’d like to remind you all that as I write this post our very own Karina Israel is on the jury panel of the El Ojo de Ibero-America, one of Latin America’s most dynamic Advertising festivals, which distinguishes works in areas that range from traditional and interactive advertising to creative media, direct marketing and promotions.

Although we were delighted to have been asked to sit on the jury, the fact of the matter is that we are thrilled that YDreams Advertising is a runner-up in the El Ojo 2007 Promo category. And get this, with three nominations in two different sub-categories – drum roll please – the categories are: Point-of-Sale Promotions (Hello Kitty Lisbon Store) and Activation (Hello Kitty and the New Toyota Showroom in Lisbon).

So, Karina, soon as the verdict is out, send us news from sunny Buenos Aires because we can’t wait to hear how we did.