Trends And Communication 2008


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Trends and communications 2008

Buzz marketing

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Trends And Communication 2008

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