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Trends And Communication 2008
 

Trends And Communication 2008

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Trends and communications 2008

Trends and communications 2008

Buzz marketing

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    Trends And Communication 2008 Trends And Communication 2008 Presentation Transcript

    • Trends and communication 2008
    • Global creative solutions : being able to create buzz on multiple channels
      • 1) Come with a creative idea capable of creating buzz
      • 2) How to reach the influencers and succeed in seducing them ?
      • When brands try to lure the tribes to get accepted
      • 3) How to extend the buzz on other channels / media ?
      • Sould we only use the same adapted idea or renew the codes entirely ?
    • Come with a creative idea capable of creating buzz
      • A good idea must create ROI (sales, awareness, free media, database …)
      • Find a really disruptive and pertinent idea that can help the brand raise and being seen by its target.
      • We know that we have a good idea when we can find many arguments against its production. Indeed, a good idea doesn’t leave indifferent.
      • A good idea must be easy to :
        • explain,
        • appropriate,
        • spread.
      • « the right stuff at the right place at the right time »
    • How to reach the influencers and succeed in seducing them ?
      • Marketers are struggling to reach the so-called influencers, they one that can set a trend and lauch a buzz.
      • An influencer is someone who has followers among his community and is an opinion leader.
      • No one can always be an influencer. Influencing depends on the message and it works better when it is relevant to the community.
      • One should not mix up the happy few or the early adopters with the true influencers.
    • When brands try to lure the tribes to get accepted
      • Nowadays, markets are so fragmented that it is no longer efficient enough to run a global communication campaign.
      • It is worth more to identify differenciated communities among its target group and to try to reach them one at a time.
      • Therefore, a brand must build a segmentation of its consumers in order to communicate to them through a relevant message.
      • This communication « à la carte » can take multiple forms depending on the specificities of the targeted audience.
      • Of course, having only one form tremendously improves the efficiency.
    • How to extend the buzz on other channels / media ?
      • Start with a good idea capable of being relevant on many different channels.
      • Develop a brand territory strong enough to help build a coherent communication campaign.
    • Sould we only use the same adapted idea or renew the codes entirely ?
      • Generally, an integrated campaign relies on only one BIG idea.
      • However, this idea can cover a territory broad enough to inspire other creations.
      • Marketers should have hindsight after a successful buzz in order to make it work on other channels.
      • Traditional communication tools should be used alongside with buzz marketing.
    • Communication trends
    • Customization/Product
      • How it works
      • Offer consumers the possibility to customize their products by placing their own elements.
      • Examples
        • Nike ID
        • My M&Ms
        • Dominos Pizza
      • Advantages
        • improve the relation with the product by adding an emotional dimension
        • recruit new consumers
        • benefits in terms of image and margin for the brand
    • Customization : Dominos Pizza
      • Idea
      • Dominos launched a pizza customization service on its website.
      • Consumers could create their own pizza by choosing their ingredients and order it.
      • All the created pizzas were available for order and there was a contest to vote for the best creations.
      • Dominos also set up a device tracking the delivery of your order.
    • Customization : Dominos Pizza
    • User-generated content
      • How it works
      • Propose to the consumers to create the communication themselves.
      • Examples
      • - Nike – Pass the ball
      • - Sony Bravia – Foam City
      • - SiDivine – SiDivine Book
      • Advantages
        • can take many forms : advertising, music videos, video games, animations, songs …
        • consumers can appropriate the product and show how they are attached to the brand
        • contributors get their 15 minutes of fame.
    • User-generated content : SiDivine
      • Idea
      • The women underwear brand SiDivine offer to its clients the choice to get involved in the creation of its catalog.
      • Clients were invited to shoot themselves wearing a ensemble of the brand and could be paid back for their purchase.
    • User-generated content : SiDivine
    • User-generated content : Sony Bravia
      • Idea
      • To promote the new episode of its ad campaign, Sony lent some HD cameras to the extra during the shooting.
      • Videos started to appear on the web helping creatig the buzz before the release of the film and showed the superior quality of the products of the brand.
    • User-generated content : Sony Bravia
    • Interactive banners
      • How it works
      • Fight the intrusive banners. Be creative through communication on the internet with original creations and lure visitors.
      • Examples
        • Doritos
      • Advantages
        • helps renewing this channel
        • offers an entertaining experience
        • surprize the internet user during its surfing on the web
    • Interactive banners : Doritos
      • Idea
      • Doritos created a software blocking the ad banners and replacing them by content chosen by the user.
      • The message of the operation was :
      • « What if the Internet was like a Doritos bag ? Only packed with stuff that you like ».
    • Interactive banners : Doritos
    • Advergaming
      • How it works
      • Create a video game around the communication elements.
      • Examples
        • Coca-Cola – Happiness Factory
        • Burger King - XBox
        • Wilkinson – Fight For Kisses
      • Advantages
        • helps furtering the brand experience
        • make the consumer get in contact with the brand in a funny way
      • Let's go further
      • Advergaming can not be only mesured in terms of ROI but through a long term period thanks to an improved emotional relationship.
    • Advergaming : Fight for kisses
      • Idea
      • Wilkinson created a viral film with an advergame using the codes of the battle games.
      • The campaign featured a baby that wants to gain his mother love back, as she left him since his father discovered the new Wilkinson shaver.
      • Effie 2008 Grand Prix : for the first time, Wilkinson sold more shavers than Gillette.
    • Advergaming : Fight for kisses
    • Widgets
      • How it works
      • Offer a small software that gives information and is set up directly on the desktop of the user.
      • Examples
        • RMC - Actu
        • Fnac – Fnac Music
        • Uniqlo – Uniqlock
      • Advantages
        • constant contact with the brand
        • the brand becomes useful
        • no-trade relationship so it is more valuable for the user
    • Widgets : Uniqlo
      • Idea
      • Uniqlo launched a blog-widget that set up connections between Uniqlo and the bloggers.
      • The aim of the widget is to present the clothing range of the brand 24/7.
      • Every hour the clock features some special moves and it also has a clock.
      • On the website are showed all the users of the widget in the world.
    • Widgets : Uniqlo
    • Advertainment
      • How it works
      • Mix between « advertising » and « entertainment ». Can take the form of mini-series, animation, interactive game …
      • Examples
        • BMW
        • Electronic Arts
        • Burger King
      • Advantages
      • Offer an entertaining content that does not look like a classic ad.
      • Let's go further
      • To use advertainment is a decisive step for a brand, as it needs a strong effort in terms of investment and creativity.
    • Advertainment : Electronics Arts
      • Idea
      • EA Sports produced a video response to a Youtube user that had uploaded a video showing a bug in a EA golf game. The bug was making Tiger Woods shoot a ball while walking on water.
      • The film used the same element to prove that it was not a bug and that Tiger Woods is really a god.
      • This video was made to announce the release of the new version of the game.
    • Advertainment : Electronics Arts
    • Advertainment : Burger King
      • Idea
      • Burger King partnered with the successful comic writer Seth MacFarlane (American Dad, Family Guy) to create a new series only broadcasted on the internet and labelled « Too big for your TV ».
      • Results
      • 14 films have been made combining more than 10 million views.
    • Advertainment : Burger King
    • Street Marketing
      • How it works
      • Street marketing is an unconventional way to do promotion by invading public space.
      • Examples
        • WWF
        • Chevrolet Captiva
        • Ajax Amsterdam
      • Advantages
        • surprize thet target and involve it
        • entertain the audience
        • reach difficult-to-reach population categories that are averse to traditional marketing
      • Let's go further
        • Can be very efficent coupled with a guerrilla operation.
    • Street Marketing : Ajax Amsterdam
      • Idea
      • The Dutch football club made a happening for the release of its new jersey : extras went in the streets of Amsterdam and swapped their sportswear with the bystanders.
      • People gave what there were wearing to receive the new jersey.
    • Street Marketing : Ajax Amsterdam
    • Social networks
      • How it works
      • Post on main network sites (Facebook, MySpace, Skyblog, Dailymotion, YouTube …) a page about the brand.
      • Examples
        • Toyota
        • Airness
        • Sony
      • Advantages
        • gives an exposition to the brand near its target
        • benefits in terms of awareness and image
        • can help create a community
    • Social networks : Sony
      • Idea
      • Sony partnered with the Facebook application Vampires for the promotion of the horror movie 30 Days Night starring Josh Hartnett.
      • Rebranding of the application in 30 Days Night for 3 weekds.
      • A contest with prizes of a $1500 in cash and 4 quads bike.
      • Results
      • 60 000 contestants.
      • More than 17 millions page views.
    • Social networks : Sony
    • Viral films
      • How it works
      • Ad films that are only broadcasted on the Internet.
      • Examples
        • Ecko – Still Free
        • Choc – Delarue
        • Diesel XXX
        • Axe Dry – Canadairman
      • Advantages
        • no time limit
        • no censorship
        • the ability to qualify the audience
    • Viral films : Diesel XXX
      • Idea
      • To promote the 30 anniversary of the brand and the anniversary party taking place all over the world, Diesel mashed up a 70’s porno movie to use as an invitation.
    • Viral films : Diesel XXX
    • Interactivity
      • How it works
      • Make the internet users react during an ad and become part of the show.
      • Examples
        • Yamaha – Volume Max
        • Sony Ericsson – Who is Johnny X
        • Orange Foot - Chabal
      • Advantages
        • involves the consumer
        • offer a surprising brand experience to the user
    • Interactivity : Orange
      • Idea
      • To promote its new football offer on PC and mobile, Orange relyed on the PC/mobile convergence with an impressive user experience.
    • Interactivity : Orange
    • Mobile Marketing
      • How it works
      • Create a communication operation directly on mobile phones.
      • Examples
        • Nike – T90
        • Renault Twingo by Nokia
        • Lynx
      • Advantages
        • easy-to-spread message
        • original contact technique
        • high opening rate of the ad
    • Mobile Marketing : Lynx
      • Idea
      • The deodorant brand launched an operation to help guys struggling to seduce women.
      • A mobile phone application was created that produced sound effects giving the illusion that the mobile phone had been turned into a women detecor device.
    • Mobile Marketing : Lynx
    • Blogs content
      • How it works
      • Broadcast an ad message adapted to the specificity of the blogs.
      • Examples
        • Bouygues Telecom
        • Match.com
        • Garnier
      • Advantages
        • can gather a community around the brand
        • offer the possibilty to precisely target consumers
    • Blogs content : Bouygues Telecom
      • Idea
      • Bouygues Telecom took twelve famous bloggers to produce a show that only aired on the internet.
      • The show was made by Endemol (Big Brother, Star Academy).
      • Winners could receive up to 1 000€.
      • Contestants could only answer to the questions by phoning friends of their contact list.
      • It is a continuation of the TV campaign « Matthieu’s contact list ».
    • Blogs content : Bouygues Telecom
    • Best Practices
    • Best Practices
      • INNOVATE
      • Get the consumers involved/Make them particpate.
      • Do not just re-use a good idea (flash mobs for example), but make sure that its relevant to the message and to the target.
      • Reward the contributors (not necessary with money prizes)
    • Best Practices (suite)
      • Technology should be used to help the creation and not the other way around.
      • Do not exactly follow consumers advices :
      • « If we had listen to the drivers, we would have never invented the car. All what they wanted was simply faster horses. »
    • How can luxury brands use New Marketing ?
    • Virtual worlds
      • How it works
      • Create an immersive space where users can move around and interact with other avatars.
      • Examples
        • Second Life
        • Playstation Home
        • Habbo
        • Viktor & Rolf
      • Advantages
        • fun and innovative experience
        • overcome time, space and language hurdles
    • Virtual worlds : Viktor & Rolf
      • Idea
      • The fashion brand innoved by launching the first live fashion show on the Internet.
      • All the clothes were worn by only one model that performed during the entire show.
      • The operation brought the luxury industry to the ordinary people.
    • Virtual worlds : Viktor & Rolf
    • iPhone
      • How it works
      • Develop an application for Apple mobile phone.
      • Examples
        • Carslberg
        • Deezer
        • Chanel
      • Advantages
        • offer a quality content to the consumers
        • give users a long-lasting brand exposure
        • benefit from the hype around the product
        • get press
    • iPhone : Chanel
      • Idea
      • Chanel created an application for the iPone that gives news about the brand and shows the points of sales close to the location of the user.
    • iPhone : Chanel
    • Viral films
      • How it works
      • Ad films that are only broadcasted on the Internet.
      • Examples
        • Choc – Delarue
        • Axe Dry – Canadairman
        • Lacoste Future
      • Advantages
        • no time limit
        • no censorship
        • the ability to qualify the audience
    • Viral films : Lacoste
      • Idea
      • For the anniversary of the brand, Lacoste built a special website.
      • The communication campaign was made of a viral film that imagined the evolution of the tennis game in the future.
    • Viral films : Lacoste
    • Blogs content
      • How it works
      • Broadcast an ad message adapted to the specificity of the blogs.
      • Examples
        • Bouygues Telecom
        • Match.com
        • Garnier
      • Advantages
        • can gather a community around the brand
        • offer the possibilty to precisely target consumers
    • Blogs content : Longchamp
      • Idea
      • Longchamp partnered with the main chick blogs in order to communicate around its last campaign.
      • This operation succeed to reach directly the buyers and to advertise to an influential community.
    • Blogs content : Longchamp
    • Blogs : Longchamp
    • Blogs : Longchamp
    • Blogs : Longchamp
    • Blogs : Longchamp
    • Blogs : Longchamp
    • Best Practices Luxury
    • Best Practices Luxury
      • Use new technology by making it simple and always look for efficiency.
      • Build high quality but temporary campaigns.
      • Propose a strong and unique user experience.
    • Best Practices Luxury (follow-up)
      • Get rid of less important aspects of the activity in order to focus on the brand image
      • Partner with products from other universes to add value to the brand.
      • Confucius said :
      • « Explain me and I will forget,
      • show me and I will remember,
      • get me involved and I will understand. »