0
Digital Striptease: Cannes Exposed
Michael Leander – Michael@michaelleander.me
This slide deck is from a keynote presented by
Michael Leander at the DIGIT 13 in Karachi,
Pakistan on 30 October 2013
Say...
Advertising is an
environmental striptease
for a world of abundance.
Marshall McLuhan
Many a small thing
has been made large
by the right kind of
advertising.
Mark Twain
What really decides
consumers to buy or not to
buy is the content of your
advertising, not its form.
David Ogilvy
See this video here

German Coast Guard is an example of a highly efficienct TV Commercial turned viral.
Connect and share
• www.marketingtelly.com (all videos there)
• www.michaelleander.me
• Michael@michaelleander.me
• Facebo...
How successful was this?
See video here

Michael on Twitter: @michaelleander On Facebook: facebook.com/michaelleanderniels...
Now that you know that
The Guardian was the
advertiser behind the film –
shout out what you think of
this effort
How do you win
at Cannes?
Participate
Create an amazing awards
presentation
Don’t exaggerate
Participate in many awards categories
Use terminology t...
What sways
judges?
Anything easy to understand and/or
easy to like (emotional appeal)
Too much emphasis

Not enough emphasis

•
•
•
•

• Retu...
Campaigns
exposed
explored
Put this on a blank
sheet of paper
Your full name
Your company name
Your email address
Campaign 1
A
D
A
R
Same for campaig...
Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
R

=

Recommendation / Share
Here is how you are going to judge
Award points from 1 to 10 for each
Attention = Did it catch your interest quickly
Inter...
Your full name
Your company name
Your email address
Campaign 1
A-7
D-4
A-8
R-2

Example
Michael Leander with the book winner
Campaign 1: Uniqlo Lucky Counter
• Global retailer
from Japan
• Twitter driven
campaign
• Dynamic
pricing linked
to volume...
Budweiser – warmer is cheaper
Your full name
Your company name
Your email address
Campaign 1
ADAR-

Now vote
Digital cannot fix all problems
See video here

To connect on Linkedin use Michael@michaelleander.me
In digitally mature markets,

25% of all consumers prefer
paper over digital
across all demographics.
Think about matching...
Campaign 2: 0 Views
• Uruguay
• Amnesty Int.
• Campaign seeked
to rise awareness
about violence at
child birth
• A problem...
0 Views Campaign explained – see
video here

Tweet: Which recent Pakistani campaign impressed you most #digit13
Your full name
Your company name
Your email address
Campaign 2
ADAR-

Now vote
Campaign 3: Oreo
• Oreo
• USA / Global
• 100 days of
trending
stories
• Facebook,
Pinterest,
Twitter,
microsite etc.
Oreo Daily Twist – see video here

Tweet: @michaelleander invent, integrate, interact is key #digit13
Experiences generates content
Good content gets exposure & eyeballs
No more 80%
The matter of words

@michaelleander paying for good copywriting is like good ________ #digit13
People want simple & Clear language

People want to understand the “how”
and the “what”
From building brands to
taking sta...
Connect and share
• @michaelleander (Tweet and say hello)
• www.michaelleander.me
• Michael@michaelleander.me (email & say...
Digital Striptease: Cannes Exposed
Michael Leander – Michael@michaelleander.me
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan
Upcoming SlideShare
Loading in...5
×

Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan

1,497

Published on

Michael Leander presented the keynote Digital Striptease: Cannes Exposed at the annual DIGIT conference in Karachi. It was organized by Pakistan Advertisers Society and attended by 250 of the top Pakistania brand marketers, advertisers and agencies

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,497
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan"

  1. 1. Digital Striptease: Cannes Exposed Michael Leander – Michael@michaelleander.me
  2. 2. This slide deck is from a keynote presented by Michael Leander at the DIGIT 13 in Karachi, Pakistan on 30 October 2013 Say hello on Twitter See pictures from the conference here
  3. 3. Advertising is an environmental striptease for a world of abundance. Marshall McLuhan
  4. 4. Many a small thing has been made large by the right kind of advertising. Mark Twain
  5. 5. What really decides consumers to buy or not to buy is the content of your advertising, not its form. David Ogilvy
  6. 6. See this video here German Coast Guard is an example of a highly efficienct TV Commercial turned viral.
  7. 7. Connect and share • www.marketingtelly.com (all videos there) • www.michaelleander.me • Michael@michaelleander.me • Facebook.com/michaelleandernielsen
  8. 8. How successful was this? See video here Michael on Twitter: @michaelleander On Facebook: facebook.com/michaelleandernielsen
  9. 9. Now that you know that The Guardian was the advertiser behind the film – shout out what you think of this effort
  10. 10. How do you win at Cannes?
  11. 11. Participate Create an amazing awards presentation Don’t exaggerate Participate in many awards categories Use terminology the judges understand Deliver tangible proof
  12. 12. What sways judges?
  13. 13. Anything easy to understand and/or easy to like (emotional appeal) Too much emphasis Not enough emphasis • • • • • Return on Marketing Investment • Consumer insight • Measurement and proof of the pudding • Integration • Good use of data • Flawless execution Big Idea Never done before WOW factor Merit of agency / brand • Oddballs
  14. 14. Campaigns exposed explored
  15. 15. Put this on a blank sheet of paper Your full name Your company name Your email address Campaign 1 A D A R Same for campaign 2,3 etc.
  16. 16. Meet Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action R = Recommendation / Share
  17. 17. Here is how you are going to judge Award points from 1 to 10 for each Attention = Did it catch your interest quickly Interest = Did it spark an interest in the product Desire = Did it make you want to own the product or learn more about the product Action = Is there a clear CTA – Call to Action ? Recommendation/Share = Did the campaign leave you wanting to share and/or recommend the message/product?
  18. 18. Your full name Your company name Your email address Campaign 1 A-7 D-4 A-8 R-2 Example
  19. 19. Michael Leander with the book winner
  20. 20. Campaign 1: Uniqlo Lucky Counter • Global retailer from Japan • Twitter driven campaign • Dynamic pricing linked to volume of Tweets • Objectives – Exposure – Sales
  21. 21. Budweiser – warmer is cheaper
  22. 22. Your full name Your company name Your email address Campaign 1 ADAR- Now vote
  23. 23. Digital cannot fix all problems See video here To connect on Linkedin use Michael@michaelleander.me
  24. 24. In digitally mature markets, 25% of all consumers prefer paper over digital across all demographics. Think about matching channel with stage in the buying process
  25. 25. Campaign 2: 0 Views • Uruguay • Amnesty Int. • Campaign seeked to rise awareness about violence at child birth • A problem area which no one knew existed • Strong PR effect
  26. 26. 0 Views Campaign explained – see video here Tweet: Which recent Pakistani campaign impressed you most #digit13
  27. 27. Your full name Your company name Your email address Campaign 2 ADAR- Now vote
  28. 28. Campaign 3: Oreo • Oreo • USA / Global • 100 days of trending stories • Facebook, Pinterest, Twitter, microsite etc.
  29. 29. Oreo Daily Twist – see video here Tweet: @michaelleander invent, integrate, interact is key #digit13
  30. 30. Experiences generates content Good content gets exposure & eyeballs
  31. 31. No more 80%
  32. 32. The matter of words @michaelleander paying for good copywriting is like good ________ #digit13
  33. 33. People want simple & Clear language People want to understand the “how” and the “what” From building brands to taking stands From earned media to earned business
  34. 34. Connect and share • @michaelleander (Tweet and say hello) • www.michaelleander.me • Michael@michaelleander.me (email & say Hi) • www.Facebook.com/michaelleandernielsen
  35. 35. Digital Striptease: Cannes Exposed Michael Leander – Michael@michaelleander.me
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×