Miami Ad School #DUMBO Mobile Presentation

Moving Targets Miami Ad School #DUMBO 10/18/2010 @DanielLammon :: @AdamWohl :: @DarrellWhitelaw :: @MIRNewYork

@DanielLammon Strategy Director

Planning for Mobile (very) General Guidelines http://www.ﬂickr.com/photos/3alexander/4652409736/sizes/l/

Always Always ALWAYS! start with behavior It should guide everything you do http://www.ﬂickr.com/photos/wild_images/3102860458/sizes/z/

What does your target do that you can help them do better? And where does your brand ﬁt into the picture? http://www.ﬂickr.com/photos/cooganphoto/1502759219/

How does location ﬁt into your plan? How does social? http://www.ﬂickr.com/photos/scobleizer/4478758182/sizes/l/

Consider the devices that are common among your target It isnʼt always the iPhone http://www.ﬂickr.com/photos/8494964@N03/3773329208/sizes/l/

There are many facets to mobile Utility Mobile Web Native Apps Mcommerce Mobile Experience = Social Integration GeoLocation SMS/MMS Gaming Building an app is not always the answer

Everything should provide CONTINUAL value On e tric kp ony One-offs are a deathtrap http://www.ﬂickr.com/photos/deepfrozen/2191036528/

Value usually takes the forms of Entertainment, Utility, Information, or Incentive http://www.ﬂickr.com/photos/gtotiger/3520096140/

Where behavior, value, and location intersect is your mobile sweet spot http://www.ﬂickr.com/photos/11413158@N07/3205670559/

Mobile brings strategy & creative into the same room ...or at least it should http://www.ﬂickr.com/photos/happykampics/3254582371/sizes/o/in/photostream/

@AdamWohl Group Creative Director

disruption: ? what’s going to make people stop and notice

disruption: ? what’s going to make people stop and notice • shocking • unique • relatable • association

? inspiration: what’s going to make people take action ( ) kick the tires download the app participate / interact share

? inspiration: what’s going to make people take action quality experience providing • entertainment • utility • education

@DarrellWhitelaw Technical Creative Director

where storytelling meets technology

know what makes your ideas work c/c++/.net/javascript/xhtml/objective-c/java/css/pascal

it only gets more complicated

your ideas are only as good as my skillset

it’s all about the backend

you don’t have to touch it to be awesome

dont forget your user! (interface and experience)

it’s the mobile web, not the iphone web image: yiibu.com

think about mobile first work with your dev team learn to make concessions push boundaries, know limitations the mobile web is still young

The Brief

Client •Frito Lay / SunChips Campaign •“Live Brightly” Background •SunChips is a leading maker of healthy, wholegrain snacks. The brandʼs image is reﬂective of its name: vibrant, sunny, natural and wholesome. SunChips has been engaged in a long term campaign to convey the steps theyʼve made toward becoming a more sustainable, environmentally responsible company. • Their Modesto, CA chip factory (1 of 8) uses Solar Energy to produce their chips • Theyʼve created a 100% compostable bag that is currently used on specially marked bags with plans to implement the compostable bags across the product line. Purpose •Communicate that SunChips are not just about a healthy body, but a healthy planet •Empower consumers to to make environmentally conscious choices. •Make SunChips a more social brand using mobile platforms Target consumers •18-34 skewed slightly female •Likely to engage in activities like hiking, yoga, biking, running and recycling •They describe themselves as “wholesome, active, eco-conscious, and driven by the latest trends” - which, in this case, are green causes •Index high for iPhone use. Likely to text, download apps, use mobile web, take pictures, and visit social networks via their mobile. Consumer insights •Eco-conscious - They make environmentally friendly decisions when possible and convenient, but they arenʼt “green-nazis.” •Many express interest in wanting to lead a more sustainable lifestyle, but havenʼt taken the necessary steps to carry it out.

Miami Ad School #DUMBO Mobile Presentation

by Darrell Whitelaw on Oct 19, 2010

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Miami Ad School #DUMBO Mobile Presentation — Presentation Transcript

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