BTPsessions Experience Framework
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BTPsessions Experience Framework

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the framework + some fat cases to introduce the first BTPsession on Experience on 26/5/08

the framework + some fat cases to introduce the first BTPsession on Experience on 26/5/08

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BTPsessions Experience Framework BTPsessions Experience Framework Presentation Transcript

  • Promise 5/26/09 Slide 2
  • Beyond the Promise 5/26/09 Slide 3
  • 26/05 - Experience 27/05 - Media 28/05 - Conversations 5/26/09 Slide 4
  • Why experience is so dear to us. 5/26/09 Slide 5
  • Experience is the new awareness. 5/26/09 Slide 6
  • The orthodox version of awareness is challenged by three evolutions. 5/26/09 Slide 7
  • 1 - Touchpoints become untouchable. 5/26/09 Slide 8
  • - From : selecting touchpoints for message-delivery - To : creating experiences that impact touchpoints 5/26/09 Slide 9
  • 2 - Advertising feels increasingly boring compared to other media content. 5/26/09 Slide 10
  •  (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 5/26/09 Slide 11
  • Traditional Broadcast Media are king at creating “live” experiences. 5/26/09 Slide 12
  • New technologies increase this “live experience”. 5/26/09 Slide 13
  • The same technologies are at your brand’s disposal to create your own live-experience. 5/26/09 Slide 14
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  • 3 - People are increasingly interested in what’s beneath the surface. 5/26/09 Slide 16
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  • 360° campaign Media Creative idea Brand Marketing context Product Business 5/26/09 Slide 18
  • 360° campaign Media Creative idea Bravia Brand Marketing context Product Business 5/26/09 Slide 19
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  • 360° campaign Media Creative idea Brand Adidas Originals Marketing context Product Business 5/26/09 Slide 21
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  • 360° campaign Media Creative idea Brand Marketing context Apple Product Business 5/26/09 Slide 23
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  • 360° campaign Media Creative idea Brand Marketing context Product Nike+ Business 5/26/09 Slide 25
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  • 360° campaign Media Creative idea Brand Marketing context Product Business Dell 5/26/09 Slide 28
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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. 5/26/09 Slide 30
  • Three cases to illustrate the use of “experience as the new awareness”.  VW Night Driving  Simpsons The Movie - launch  Nike Boot Camp 5/26/09 Slide 31
  • 1 - VW Night Driving  Extend the experience around the new VW Golf in a way that is : aspirational, credible & accessible. 5/26/09 Slide 32
  • Create an intriguing story 5/26/09 Slide 33
  • Inspire people to participate in the experience. 5/26/09 Slide 34
  • Inspire people to extend the experience via co- creation. 5/26/09 Slide 35
  • “Traditional” media : TV, DM, print & web were re-engineered for : experience, participation & shareability of the story. 5/26/09 Slide 36
  • -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 5/26/09 Slide 37
  • 2- “Simpsons the Movie”-launch  An experience which ran the extra mile for the movie launch by being : unexpected, authentic & accessible. 5/26/09 Slide 38
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  • -Results : an authentic & unexpected PR experience that stimulated conversations. 7000 uploaded pictures to Flickr 380.000 search results in Google 5/26/09 Slide 46
  • 3 - NikeFootball Boot Camp  A “cross platform digital training” -experience which reconfirmed Nike leadership status by being : useful, credible & accessible. 5/26/09 Slide 47
  • http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html 5/26/09 Slide 48
  • Experience take-outs  experience vs awareness  accessible vs aspirational  participants vs consumers  doing vs messaging  live vs pre-recorded 5/26/09 Slide 49