Vincent Luyendijk
Managing Director IN10

what about
advertising?

During commercial breaks
41.2% of viewers channel-surf
33.5% talk with others in the room or by phone
30.2% mentally tune out
5.5% regularly fully attend to commercials

Sao Paulo

Sao Paulo the first city in the world to ban outdoor advertising

“Behind the shift is a fundamental change in Nike’s view of the
role of advertising. No longer are ads primarily meant to grab a
person’s attention while they’re trying to do something else —
like reading an article. Nike executives say that much of the
company’s future advertising spending will take the form of
services for consumers, like workout advice, online communities
and local sports competitions. “We want to find a way to
enhance the experience and services, rather than looking for a
way to interrupt people from getting to where they want to
go,” said Stefan Olander, global director for brand connections
at Nike. “How can we provide a service that the consumer goes,
‘Wow, you really made this easier for me’?”
Source: The New York Times

Joggers at a Niketown in
Manhattan. Nike pays 5
coaches and 17 pacers to
lead runs three times a week
in Central Park.

Nike +

“In the experience economy we pay
to do things, not to have things”

“In the experience economy we pay
to do things, not to have things”

Jim Stengel (CMO): “Bij alle bedrijven die echt doorgebroken
zijn, draait marketing om die relatie met hun consumenten. Je
moet je open stellen, authentiek zijn. We moeten consumenten
verrassen, plezieren, ze aan het lachen maken. Als je kijkt naar
je persoonlijke relaties, dan draait het om geven, luisteren,
liefde en empathie. Je lacht én maakt fouten. Als bedrijf doen
we dat nog te weinig”
Source: Molblog

IN10
Connecting people and brands

Brandactivation: interaction as a strategy
“Brand activation is the integration of online and/or offline activities, by having
the customer experience the brand in an active way and by giving them a part in
the brand’s communication message.”
Source: Thesis R. Zuidgeest Brandactivation, 2007
“With pure brand activation you do not trouble the consumer, but the brand is
brought to life on such a manner that the whole target group wants and will
experience the brand on an enduring manner. The consumer comes to the brand
and wants to enjoy the essence of the brand.”
Source: Mark Woerde, Lemz

How to connect?
• Listen, observe & try to understand
• Relevancy
• Open up & let the customer take control
• Create the buzz
• Surprise
• Add value
Give them an enduring brand experience
Create strong word of mouth

1. Let’s take them serious!
don’t underestimate

Customer in control
The move of power from the sender to the receiver.
No longer the advertiser or producer determines what the
consumer (or customer) receives as messages, now the
customer decides if he or she thinks it is interesting enough to
check a sender’s message.
And even more: the customer (co-)creates the message
himself: user generated content

It’s all because of Google…

User generated content
100,000,000 viewers a day
10% of total traffic online
Sold after one year for 1.7 billion dollar to Google
8.200.000 articles
english: 1.994.000 articles
253 languages
1 million+ contributors
135.000 photos tagged “bread”
3.293 photos uploaded in last minute

The power of word of mouth

Reviews

2. Let them participate
co-create, personalise, customize

Your picture or slogan

Mama’s Choice
Olvarit, who urged mothers to send in their
favourite healthy baby food recipes. This
resulted in a spanking new product line,
Mama's Choice, which features eight winning
meals, from Josine's 'French vegetables with
ham' to Barbara's 'Fish stew with banana'.
Needless to say, a picture of mother and child
appeared on the labels of the food they
CUSTOMER-MADE

MyMuesli

MyMuesli
What does mymuesli do?
Out of 75 all-organic ingredients you
choose your favourites. We mix 'em
together and ship your custom-made
muesli (cereal) to you. Quite simple.
...one of 566.000.000.000 combinations

Old school co-creation

Own a band, footballclub or a brewery

3. Let them do the things they do
ad value, service, help, optimize, inspirate

Brandspace; babyroom on Schiphol

Nivea

Chatbots

In-game advertising

4. Let them talk about you!
tell a story, create buzz, stimulate word of
mouth, surprise, entertain

Where the hell is Matt?
Stride Gum - The Ridiculously Long Lasting Gum

Pattex – Hanging Test Dummy

Multi-sensory experience

Multi-sensory experience

Wine 1.0

Wine 2.0

Storytelling (I)

Storytelling (II)

Storytelling

Premiumization

Location sponsoring

Pop-up stores

Pop-up dining
y e a r!
for mo re than a
Boo ked-out ZINGARA cucina, is a fine dining experience,
housed in random, obscure locations. Just like the
life of the gypsy (Zingara)
We have no fixed location
Weekly, our location and menu will change
From carparks to laneways, bridges & galleries

Ultimate dining experience?

Ambient marketing

Ambient marketing

Beamvertising

Advertising everywhere

5. Let’s start the conversation
observe the dialogue and anticipate
facilitate or join social networks

Social networks
A social network focuses on the building and verifying of online social networks
for communities of people who share interests and activities, or who are
interested in exploring the interests and activities of others.
Most social network services provide a collection of various ways for users to
interact, such as chat, messaging, email, video, voice chat, file sharing, blogging,
discussion groups…
Strategies
1) Observe & react
2) Take part in existing communities
3) Facilitate a community

1.) Observe & react
Webcare team van UPC en Vodafone

2) Take part in existing communities
Über Social Networks: Hyves, Myspace & Facebook

2) Take part in existing communities
Dogster.com: real pets

2) Take part in existing communities
Last.FM: music revolution

2) Take part in existing communities
Habbo Hotel: virtual hotel for kids

2) Take part in excisting communities
Habbo Hotel: virtual hotel for kids

2) Take part in existing communities
Blogs about everything

3) Facilitate a community
Start your own blog

3) Facilitate a community
Cooking: AH kookschrift

3) Facilitate a community
Brands as channel

Reminder: how to connect?
• Listen, observe & try to understand
• Relevancy
• Open up & let the customer take control
• Create the buzz
• Surprise
• Add value
Give them an enduring brand experience
Create strong word of mouth

feel free to contact me
vincent.luyendijk@in10.nl | 010 – 44 016 44