Andreas Toscano Mielenhausen_Объединяя бриф, креатив и технологии

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Презентация Андреаса Миленхаузена (Creative Lead, Google Moscow) на конференции All Digital Marketing

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Andreas Toscano Mielenhausen_Объединяя бриф, креатив и технологии

  1. 1. Google Confidential and Proprietary Google Confidential and Proprietary Brief, Creativity & Technology
  2. 2. Google Confidential and Proprietary Brief?
  3. 3. Google Confidential and Proprietary “I saw this thing on the internet last week which was really cool. Can we do something similar?”
  4. 4. Google Confidential and Proprietary “I saw this thing on the internet last week which was really cool. Can we do something similar?” “Let’s do a viral video!”
  5. 5. Google Confidential and Proprietary “I saw this thing on the internet last week which was really cool. Can we do something similar?” “Let’s do a viral video!” “That’s too risky for us. Maybe we can use it for YouTube...”
  6. 6. Google Confidential and Proprietary “I saw this thing on the internet last week which was really cool. Can we do something similar?” “Let’s do a viral video!” “That’s too risky for us. Maybe we can use it for YouTube...” “We need a 360 campaign.”
  7. 7. Google Confidential and Proprietary “Dullness won’t sell your product, but neither will irrelevant brilliance.” Bill Bernbach .
  8. 8. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate?
  9. 9. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience?
  10. 10. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like?
  11. 11. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? What kind of interaction do you expect?
  12. 12. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? What kind of interaction do you expect? Tell/Show
  13. 13. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? What kind of interaction do you expect? Tell/Show Listen
  14. 14. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? What kind of interaction do you expect? Tell/Show Listen Interact
  15. 15. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? What kind of interaction do you expect? Tell/Show Listen Interact Engage
  16. 16. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? What kind of interaction do you expect? Tell/Show Listen Interact ShareEngage
  17. 17. Google Confidential and Proprietary Brief: Where it all starts. What is the message you want to communicate? Who is your target audience? What is their online life like? How can you make them FEEL your message? What kind of interaction do you expect? Tell/Show Listen Interact ShareEngage
  18. 18. Google Confidential and Proprietary “Tell me and I will forget. Show me and I might remember. Involve me and I will understand.” Confucius .
  19. 19. Google Confidential and Proprietary
  20. 20. Google Confidential and Proprietary A couple of facts about YouTube By 2016, 90% of all internet traffic will be video. The 2nd biggest Search Engine in the world. 46% of people bought something offline that they saw advertised on YouTube.
  21. 21. Google Confidential and Proprietary
  22. 22. Google Confidential and Proprietary Free Media
  23. 23. Google Confidential and Proprietary Free Media (It’s an online social platform)
  24. 24. Google Confidential and Proprietary People “watch” what’s being shown. People share what to see, create content, interact, engage, like, comment. vs
  25. 25. Google Confidential and Proprietary People “watch” what’s being shown. People share what to see, create content, interact, engage, like, comment. People flick through channels. People search for specific content. vs
  26. 26. Google Confidential and Proprietary People “watch” what’s being shown. People share what to see, create content, interact, engage, like, comment. People flick through channels. People search for specific content. One experience for all. Unique experience for each user. vs
  27. 27. Google Confidential and Proprietary People “watch” what’s being shown. People share what to see, create content, interact, engage, like, comment. People flick through channels. People search for specific content. One experience for all. Unique experience for each user. Requires users to act on what they saw. Can be directly linked to action. vs
  28. 28. Google Confidential and Proprietary Every minute, 3 days of content are uploaded.
  29. 29. Google Confidential and Proprietary Simpler than it looks As with other online platforms, everything that looks amazing often looks complicated, time consuming and expensive. Luckily, it's not always the case.
  30. 30. Google Confidential and ProprietaryGoogle Confidential and Proprietary Bringing TV content to YouTube
  31. 31. Google Confidential and Proprietary NISSAN
  32. 32. Google Confidential and Proprietary NISSAN
  33. 33. Google Confidential and Proprietary NISSAN
  34. 34. Google Confidential and Proprietary NISSAN
  35. 35. Google Confidential and ProprietaryGoogle Confidential and Proprietary YouTube as a Social Network
  36. 36. Google Confidential and Proprietary PANTENE
  37. 37. Google Confidential and Proprietary PANTENE
  38. 38. Google Confidential and ProprietaryGoogle Confidential and Proprietary Content people WANT to watch
  39. 39. Google Confidential and Proprietary Red Bull Stratos - Live Broadcasting
  40. 40. Google Confidential and Proprietary Will It Blend? - Responsive content
  41. 41. Google Confidential and Proprietary Will It Blend? - Responsive content
  42. 42. Google Confidential and ProprietaryGoogle Confidential and Proprietary Interactive videos
  43. 43. Google Confidential and Proprietary MERCEDES #youdrive
  44. 44. Google Confidential and Proprietary MERCEDES #youdrive
  45. 45. Google Confidential and Proprietary The campaign had an extra layer of interactivity and social networking, which helped them feel the message: this is a Mercedes you can drive.
  46. 46. Google Confidential and Proprietary METROPOLITAN POLICE
  47. 47. Google Confidential and Proprietary BIG PEOPLE ORG
  48. 48. Google Confidential and ProprietaryGoogle Confidential and Proprietary Interactive Platform
  49. 49. Google Confidential and Proprietary TIPPEX
  50. 50. Google Confidential and Proprietary TIPPEX
  51. 51. Google Confidential and ProprietaryGoogle Confidential and Proprietary Think message, not format
  52. 52. Google Confidential and Proprietary VOLKSWAGEN
  53. 53. Google Confidential and Proprietary HOMECENTER SODIMAC
  54. 54. Google Confidential and ProprietaryGoogle Confidential and Proprietary Channel as Brand Site
  55. 55. Google Confidential and Proprietary TOYOTA USA Each carl has its content, but everything is in one place.
  56. 56. Google Confidential and Proprietary TOYOTA USA All the information is part of an interactive experience.
  57. 57. Google Confidential and Proprietary TOYOTA USA
  58. 58. Google Confidential and ProprietaryGoogle Confidential and Proprietary Thank You

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