| E-learning sample: ad agency story This is the opening scene of an online course for a global advertising agency. The course encourages agency staff to include the web in their strategies. The story goes on for several more scenes, interspersed with online discussions and other activities. The scenario is based on an actual case; here, I've changed the product and other details. 1. Blue Monday The scene: a small conference room at the Bedigian agency set up for the Monday meeting of the Gonzo team. The strategy: build the buzz about a popular campaign that features TV spots of regular people in Gonzo athletic shoes making impossible jumps. Spoofs of the commercials have already appeared on the web. Bedigian staff are now producing a new spot featuring little old ladies. A laptop sits on the table. Debra Lee (creative director) and Ken Westbrook (media director) are scavenging at the bagel tray. Group account director Steve Jones is pouring yet more coffee into his mug. Account planner Marcie O'Shea rushes in, running late. Marcie to Debra: Hey, how's the grannies spot coming along? Steve: (darkly) That's history. Look at this. [Learners click to see what runs on the laptop. It's a high quality spoof of the Gonzo series of spots--featuring little old ladies.] Steve: (slowly and significantly) The client got this in his e-mail. Debra: Oh my God. Ken: Joe Webhead is doing our creative faster than we are! Debra: But our spot's better and-- Steve: It's irrelevant. We've been preempted. Marcie: We're hopelessly behind here. What can we do? Steve: Let's call Jo at BeDigital. We need samples of what works. [Learners study several promotional web sites and discuss their strengths and weaknesses, then the story resumes.] |
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