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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  • 1. Promise 5/26/09 Slide 2
  • 2. Beyond the Promise 5/26/09 Slide 3
  • 3. 26/05 - Experience 27/05 - Media 28/05 - Conversations 5/26/09 Slide 4
  • 4. Why experience is so dear to us. 5/26/09 Slide 5
  • 5. Experience is the new awareness. 5/26/09 Slide 6
  • 6. The orthodox version of awareness is challenged by three evolutions. 5/26/09 Slide 7
  • 7. 1 - Touchpoints become untouchable. 5/26/09 Slide 8
  • 8. - From : selecting touchpoints for message-delivery - To : creating experiences that impact touchpoints 5/26/09 Slide 9
  • 9. 2 - Advertising feels increasingly boring compared to other media content. 5/26/09 Slide 10
  • 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
  • 11. Traditional Broadcast Media are king at creating “live” experiences. 5/26/09 Slide 12
  • 12. New technologies increase this “live experience”. 5/26/09 Slide 13
  • 13. The same technologies are at your brand’s disposal to create your own live-experience. 5/26/09 Slide 14
  • 14. 5/26/09 Slide 15
  • 15. 3 - People are increasingly interested in what’s beneath the surface. 5/26/09 Slide 16
  • 16. 5/26/09 Slide 17
  • 17. 360° campaign Media Creative idea Brand Marketing context Product Business 5/26/09 Slide 18
  • 18. 360° campaign Media Creative idea Bravia Brand Marketing context Product Business 5/26/09 Slide 19
  • 19. 5/26/09 Slide 20
  • 20. 360° campaign Media Creative idea Brand Adidas Originals Marketing context Product Business 5/26/09 Slide 21
  • 21. 5/26/09 Slide 22
  • 22. 360° campaign Media Creative idea Brand Marketing context Apple Product Business 5/26/09 Slide 23
  • 23. 5/26/09 Slide 24
  • 24. 360° campaign Media Creative idea Brand Marketing context Product Nike+ Business 5/26/09 Slide 25
  • 25. 5/26/09 Slide 26
  • 26. 5/26/09 Slide 27
  • 27. 360° campaign Media Creative idea Brand Marketing context Product Business Dell 5/26/09 Slide 28
  • 28. 5/26/09 Slide 29
  • 29. 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
  • 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
  • 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
  • 32. Create an intriguing story 5/26/09 Slide 33
  • 33. Inspire people to participate in the experience. 5/26/09 Slide 34
  • 34. Inspire people to extend the experience via co- creation. 5/26/09 Slide 35
  • 35. “Traditional” media : TV, DM, print & web were re-engineered for : experience, participation & shareability of the story. 5/26/09 Slide 36
  • 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
  • 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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  • 45. -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
  • 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
  • 47. http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html 5/26/09 Slide 48
  • 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