Adludio's Benjamin Pavanetto on his love for cinema and its influence on his career in sensory advertising
It’s fascinating to hear about the ardent affection LEVEL3’s resident French cinephile has for classic Asian films, particularly those made by Japanese, Taiwanese and Hong Kong directors. “I have an old soul”, Benjamin Pavanetto declares. “Directors like Hou Hsiao-Hsien or Mizoguchi gave me an idea of what Asia would look like. Before I set-foot here, I had this picture in my head of Singapore as a great, green jungle, full of bright colourful tigers.”
A love for cinema and its incredible depictions paved the foundation for Benjamin’s commitment to great audience experiences; eventually leading him to Sensory advertising. By engaging people’s senses through visually stunning creative, the Sensory approach takes advertising to the next level by providing a more immersive, more memorable digital advertising experience.
According to Benjamin, Adludio’s idea for Sensory advertising came from a simple diagnostic: “Most ads delivered on our mobile devices do not fit into the paradigm of how we use our technology today. Unlike traditional methods of advertising, no longer do we need to solely rely on sight and sound to tell us a story. Everyday we touch, swipe, gesture and use vibrating haptic feedback without even thinking.” Adludio is all about triggering the senses to transform ordinary experiences into extraordinary engagements. “We are encouraging meaningful, intuitive human-to-brand communication.”
Having started his career in media agencies, Benjamin’s thirst for novelty and innovation naturally lead him to Adludio. “I wanted to concentrate on a specific technology that would also bring a fresh perspective to the ad industry”. Why Adludio? “I realised there’s something very interesting happening in the industry today. Time and time again, ads that don’t meet consumer expectations are met with frustration. This is because advertisers have a clear focus on data and how it can improve targeting, but there’s such a lack of interest surrounding creativity and the actual advertising message.”
So, how does Benjamin believe he can convince you to join the Sensory revolution? And what attitude does he think will help him attain greatness?
A NEW CREATIVE LANGUAGE
We built an enhanced version of HTML5 which makes our ads lighter and faster than other mobile players. We deliver our richly creative ad units through the Canvas, meaning our ads render correctly on all devices, are creatively strong, and are up to 10 times quicker than ads created outside our studio.
A UNIQUE APPROACH TO ENGAGEMENT
Our aim is to make advertising an inviting experience, where users voluntarily engage with the brand. Most of us don’t remember advertisements on mobile because ads are interrupting our flow and not attractive. Whether it is through a tilt, touch, swipe, press or shake, we’re actually tapping into Kinaesthetic learning. The more you engage and “touch” something, the more memorable the experience. This leads to greater brand recall, engagement, clicks and ultimately conversions; be it sales, sign-ups or request for information.
KEEP STIMULATING THE SENSES
Everyone has their own secret garden where he or she can engage in Sensory experiences and be inspired with new ideas. Some find this in sports, others in arts, sometimes both. I will personally continue exploring cinema for inspiration, as it has always been a great source of exploring new technologies and building truly mesmerising content.
RIGOUR AND DISCIPLINE
One must be focused to achieve great things. However, success is made from little achievements. Hence, in my opinion, discipline is the main criteria for greatness. Determination without rigour is nothing. I believe that fixing and reaching daily, weekly, monthly objectives that are aligned with your long-term vision will automatically lead to achievement, and ultimately greatness.
I would have loved to be a student of Epictetus. Nevertheless, I’m conscious it’s funny to be interested in stoicism when promoting anything that involve our senses! What’s interesting about this philosophy is that it helps put things into perspective and prioritise the essential.