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
        ...
1 - Touchpoints become untouchable.




                                      5/26/09
                                    ...
- From : selecting touchpoints for message-delivery
- To : creating experiences that impact touchpoints




              ...
2 - Advertising feels
increasingly boring compared
to other media content.



                               5/26/09
     ...
 (Digital) media is best described as
  pre- recorded, pre-packaged, and
  downloaded. (...) They lack the
  immediacy yo...
Traditional Broadcast Media are king at creating “live”
experiences.




                                                 ...
New technologies increase this “live experience”.




                                                    5/26/09
        ...
The same technologies are at your brand’s
disposal to create your own live-experience.




                               ...
5/26/09
Slide 15
3 - People are increasingly
interested in what’s beneath
the surface.



                               5/26/09
          ...
5/26/09
Slide 17
360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business




                    5/26/09
         ...
360° campaign

Media

Creative idea       Bravia

Brand

Marketing context

Product

Business




                        ...
5/26/09
Slide 20
360° campaign

Media

Creative idea

Brand               Adidas Originals

Marketing context

Product

Business




      ...
5/26/09
Slide 22
360° campaign

Media

Creative idea

Brand

Marketing context   Apple

Product

Business




                            5...
5/26/09
Slide 24
360° campaign

Media

Creative idea

Brand

Marketing context

Product             Nike+

Business




                   ...
5/26/09
Slide 26
5/26/09
Slide 27
360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business            Dell




                     ...
5/26/09
Slide 29
Recap

 “Experience is the new awareness”, because experience
  is the answer to the fact that :

    Touchpoints become...
Three cases to illustrate the
use of “experience as the
new awareness”.



   VW Night Driving
   Simpsons The Movie - l...
1 - VW Night Driving




   Extend the experience around the new VW Golf in a way that is :

    aspirational, credible &...
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
  ...
“Traditional” media : TV, DM, print & web were
re-engineered for : experience, participation &
shareability of the story.
...
-Results :
- over 70.000 visitors to campaign site
+800 members in Night Driving film group
 # spoofs on YouTube
- Dylan Th...
2- “Simpsons the Movie”-launch




   An experience which ran the extra mile for the movie launch by
    being :   unexpe...
5/26/09
Slide 39
5/26/09
Slide 40
5/26/09
Slide 41
5/26/09
Slide 42
5/26/09
Slide 43
5/26/09
Slide 44
5/26/09
Slide 45
-Results :

an authentic & unexpected
PR experience that
stimulated conversations.

7000 uploaded pictures to
Flickr

380....
3 - NikeFootball Boot Camp




   A “cross platform digital training” -experience which reconfirmed
    Nike leadership s...
http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html




                                                     ...
Experience take-outs
   experience vs awareness
   accessible vs aspirational
   participants vs consumers
   doing vs...
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

Published in: Business, Career

BTPsessions Experience Framework

  1. 1. Promise 5/26/09 Slide 2
  2. 2. Beyond the Promise 5/26/09 Slide 3
  3. 3. 26/05 - Experience 27/05 - Media 28/05 - Conversations 5/26/09 Slide 4
  4. 4. Why experience is so dear to us. 5/26/09 Slide 5
  5. 5. Experience is the new awareness. 5/26/09 Slide 6
  6. 6. The orthodox version of awareness is challenged by three evolutions. 5/26/09 Slide 7
  7. 7. 1 - Touchpoints become untouchable. 5/26/09 Slide 8
  8. 8. - From : selecting touchpoints for message-delivery - To : creating experiences that impact touchpoints 5/26/09 Slide 9
  9. 9. 2 - Advertising feels increasingly boring compared to other media content. 5/26/09 Slide 10
  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. 11. Traditional Broadcast Media are king at creating “live” experiences. 5/26/09 Slide 12
  12. 12. New technologies increase this “live experience”. 5/26/09 Slide 13
  13. 13. The same technologies are at your brand’s disposal to create your own live-experience. 5/26/09 Slide 14
  14. 14. 5/26/09 Slide 15
  15. 15. 3 - People are increasingly interested in what’s beneath the surface. 5/26/09 Slide 16
  16. 16. 5/26/09 Slide 17
  17. 17. 360° campaign Media Creative idea Brand Marketing context Product Business 5/26/09 Slide 18
  18. 18. 360° campaign Media Creative idea Bravia Brand Marketing context Product Business 5/26/09 Slide 19
  19. 19. 5/26/09 Slide 20
  20. 20. 360° campaign Media Creative idea Brand Adidas Originals Marketing context Product Business 5/26/09 Slide 21
  21. 21. 5/26/09 Slide 22
  22. 22. 360° campaign Media Creative idea Brand Marketing context Apple Product Business 5/26/09 Slide 23
  23. 23. 5/26/09 Slide 24
  24. 24. 360° campaign Media Creative idea Brand Marketing context Product Nike+ Business 5/26/09 Slide 25
  25. 25. 5/26/09 Slide 26
  26. 26. 5/26/09 Slide 27
  27. 27. 360° campaign Media Creative idea Brand Marketing context Product Business Dell 5/26/09 Slide 28
  28. 28. 5/26/09 Slide 29
  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. 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. 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. 32. Create an intriguing story 5/26/09 Slide 33
  33. 33. Inspire people to participate in the experience. 5/26/09 Slide 34
  34. 34. Inspire people to extend the experience via co- creation. 5/26/09 Slide 35
  35. 35. “Traditional” media : TV, DM, print & web were re-engineered for : experience, participation & shareability of the story. 5/26/09 Slide 36
  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. 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
  38. 38. 5/26/09 Slide 39
  39. 39. 5/26/09 Slide 40
  40. 40. 5/26/09 Slide 41
  41. 41. 5/26/09 Slide 42
  42. 42. 5/26/09 Slide 43
  43. 43. 5/26/09 Slide 44
  44. 44. 5/26/09 Slide 45
  45. 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. 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. 47. http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html 5/26/09 Slide 48
  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
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