Promise
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Beyond the Promise
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26/05 - Experience
27/05 - Media
28/05 - Conversations
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Why experience is so dear to us.
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Experience is the new
awareness.
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The orthodox version of awareness is
challenged by three evolutions.
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1 - Touchpoints become untouchable.
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- From : selecting touchpoints for message-delivery
- To : creating experiences that impact touchpoints
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2 - Advertising feels
increasingly boring compared
to other media content.
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 (Digital) media is best described as
pre- recorded, pre-packaged, and
downloaded. (...) They lack the
immediacy you receive by listening to
your radio, watching on- location
broadcast news, or even listening to
the buzz all around.
http://slant.razorfish.com/1-09_slant/Pulse.pdf
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Traditional Broadcast Media are king at creating “live”
experiences.
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New technologies increase this “live experience”.
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The same technologies are at your brand’s
disposal to create your own live-experience.
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3 - People are increasingly
interested in what’s beneath
the surface.
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360° campaign
Media
Creative idea
Brand
Marketing context
Product
Business
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360° campaign
Media
Creative idea Bravia
Brand
Marketing context
Product
Business
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360° campaign
Media
Creative idea
Brand Adidas Originals
Marketing context
Product
Business
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360° campaign
Media
Creative idea
Brand
Marketing context Apple
Product
Business
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360° campaign
Media
Creative idea
Brand
Marketing context
Product Nike+
Business
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360° campaign
Media
Creative idea
Brand
Marketing context
Product
Business Dell
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Recap
 “Experience is the new awareness”, because experience
is the answer to the fact that :
 Touchpoints become untouchable.
 Brand campaigns feel increasingly boring vs broadcast media.
 People are interested in what happens beneath the surface.
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Three cases to illustrate the
use of “experience as the
new awareness”.
 VW Night Driving
 Simpsons The Movie - launch
 Nike Boot Camp
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1 - VW Night Driving
 Extend the experience around the new VW Golf in a way that is :
aspirational, credible & accessible.
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Create an intriguing story
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Inspire people to participate in the experience. 5/26/09
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Inspire people to extend the experience via co-
creation.
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“Traditional” media : TV, DM, print & web were
re-engineered for : experience, participation &
shareability of the story.
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-Results :
- over 70.000 visitors to campaign site
+800 members in Night Driving film group
# spoofs on YouTube
- Dylan Thomas e-book n°1 on i-Tunes
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2- “Simpsons the Movie”-launch
 An experience which ran the extra mile for the movie launch by
being : unexpected, authentic & accessible.
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-Results :
an authentic & unexpected
PR experience that
stimulated conversations.
7000 uploaded pictures to
Flickr
380.000 search results in
Google
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3 - NikeFootball Boot Camp
 A “cross platform digital training” -experience which reconfirmed
Nike leadership status by being :
useful, credible & accessible.
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http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html
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Experience take-outs
 experience vs awareness
 accessible vs aspirational
 participants vs consumers
 doing vs messaging
 live vs pre-recorded
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