Presentation Clash of the Talents 2014

1. 4th Edition – Briefing
07.10.2014

2. Welcome to all of you
– Ephec Louvain-La-Neuve & St-Lucas Gent
– Howest West-Vlaanderen & St-Luc Liège
– Erasmus Hogeschool Brussel & St-Luc Bruxelles

3. The principles of the COTT
A practical exercise to learn how it is like to
– Work together with creatives & marketers in a bi-lingual context
– Work on a real life client briefing
– Develop an integrated communication strategy & campaign
– Present your recommendation in a convincing paper
A chance to pimp your case at an agency
– Only for the 5 best papers
– The Jury gives scores online & debates afterwards
Only 1 chance to win the Clash of the Talents
– For the most convincing recommendation & presentation
– Everybody is invited to learn from the Top 5 teams
– The winning team gets a stage at goldenpages.be and Happiness

4. A talented jury
- Laurent Lejeune, Chief Marketing Officer pagesdor.be
- Emily Fransen, Communication Manager goudengids.be
- Karen Corrigan, Founder/CEO Happiness Brussels
- Els Raemdonck, Strategic Director Happiness Brussels
- Niek Eijsbouts, Creative Director Happiness Brussels
- Philippe Fass, Creative Director Happiness Brussels
Referees:
- Terry Focant, CCB
- Johan Vandepoel, ACC

5. Agenda
- Background on goldenpages.be.
- What is INDOMO?
- The briefing on INDOMO.
Presented by :
- Laurent Lejeune, Chief Marketing Officer pagesdor.be
- Marlies Vangeel, Product Manager Mobile Products goudengids.be
- Hans Smets, Group Account Director Happiness Brussels

6. Who knows what
goldenpages.be is?

7. goldenpages.be started 40 years ago as the printed directory
If you needed to find the phone number of a company, the “Gouden Gids”
or “Pages d’Or’” was the reference where you would look. Companies
were mentioned for free in it. Or if you paid for a bigger advertising space,
you had a bigger change to get Enrich noticed, Content
compared to your competitor with
a smaller advert.
Extend Reach
Facilitate
Transactions
History
7

8. goldenpages.be evolved and went along with the technology
Over time, Golden Pages became an online brand : goldenpages.be and
kept track with the new technologies and made the data (phone numbers,
addresses,…) of the book also available in the digital tools.
Enrich Content
Extend Reach
Facilitate
Transactions
History
8

9. goldenpages.be became less and less the top of mind for “search”.
Enrich Content
Extend Reach
Facilitate
Transactions
History
9

10. Different campaigns were launched to make people use
goldenpages.be again and make the brand top-of-mind when
they were trying to find a company in the neighbourhood.
Enrich Content
Extend Reach
History
10

11. Enrich Content
Extend Reach
History
11

12. Focus of
goldenpages.be today

13. Enrich Content
Extend Reach
Facilitate
Transactions
Vision and
mission
13

14. We want to fill the unaddressed need from Belgian SME’s for a
“one stop shop” marketing offering provider.
Market
positioning
14

15. Developing the 4 dimensions of our value offering, we are
becoming a true “one stop shop” Digital Marketing agency.
Value
offering

16. online mobile print
Directory
Directory products products
• Top 10 Belgian
websites
• Av. 7,8 mio visitors
per month.
• Over 5mio
downloads
• Personalized
dashboard features

17. 17
Non-Directory
Non-Directory products products
Onlne & Mobile offering
• Nr1 website builder
in Belgium
• Over 25.000
websites build.
• Over 30.000 mobile
clients.
Websites (desktop / mobile)
Personalised apps
Bannering
Company videos

18. 18
Traffic &
Services
offering
Traffic & Services offering
Traffic
SEO
SEA
Bannering
Company videos
Services
Social Media Campaigns
Reputation Management
Dialog : Direct Marketing

19. 19
Vertical
Vertical directory products products
A Table / Aan Tafel Indomo
• Over 133.000
downloads.
• Av. 48.000 visitors
per month.
• Nr 1 Restaurant
application.

20. 2. What is InDomo?

21. 21
What is
InDomo?
• A vertical directory
• Inspirational app for people who are
about to renovate or build a house.
• You can browse at random through all
pictures.
• You can select your style and create an
own “idea book”
• You can contact directly the companies
you’re interested in.

22. goldenpages.be has a big “building vertical plan”
Value Proposition – Building Vertical
Become the first building partner for both
users and advertisers at any stage of the
building lifecycle
– Ideation and inspiration (InDomo app)
– Price calculation of building projects
– Expert advice on Do It Yourself projects
– Helping in emergency situations
22
Key Target Customers (Segmentation)
Segmented approach to better meet the
specific communication needs
Conception (InDomo)
Construction & Maintenance (Price calculator)
Maintenance & Emergency (Price calculator)
Decoration (InDomo)
Context
User journey

23. InDomo will evolve towards a cross-platform portfolio for
advertisers and hence a single source of inspiration for users
23
Evolution
Short term Long term
Advertiser
Portfolio on app
Put your realizations on the tablet
app and make sure the pictures
are added to your Facebook
page
Cross-platform portfolio
Put your realizations on the app
(all screens) and make sure the
pictures are shown on your
Facebook page, MySite or own
website, Twitter feed or AppStar
User
Inspiration
Users get inspired by the images
in the app
Single source of
inspiration
InDomo will become the central
hub for adding, sharing and finding
inspirational images
Platforms Tablet app
Multi-screen
Tablet app + Smartphone app +
Browser
(Desktop/Tablet/Smartphone)

24. Launched in Feb 2014
24
Evolution
Batibouw stand
Contest to users &
advertisers
Newsletters

25. 3. The briefing

26. Briefing Clash of the Talents
Briefing
1. BRIEFING QUESTION
26
HOW CAN WE STIMULATE BELGIANS
TO DOWNLOAD INDOMO
AND USE IT FOR INSPIRATION WHEN
BUILDING OR RENOVATING A HOUSE?

27. Briefing Clash of the Talents
Briefing
2. TARGET GROUP USERS
General marketing target group
27
- All Belgians who are considering or are already
planning the construction or renovation of a house,
apartment, …
- All Belgian who have a mobile device (tablet or
smartphone)
- No regional differences : North – South – Brussels

28. Briefing Clash of the Talents
Briefing
2. TARGET GROUP
Communication target group
28
- People who use glossy decoration magazines to
get inspired for construction or renovations.
- Female and male
- Active users of social media
- 25-35yo
- Professional active
- Social class 1-2

29. Briefing Clash of the Talents
Briefing
3. CAMPAIGN TIMING
- We would like to communicate in February-
29
March during the Batibouw period.

30. Briefing Clash of the Talents
Briefing
4. KPIs
5. Increase downloads of the InDomo application, from 14.500
30
downloads today with 5.000 extra organic downloads.
There are 2 ways to generate downloads for an app :
1. Non-Organic/Bought : You show a banner to your target group at the right
moment, in the right context (like a website, another app,…) This has an
average cost of €8 / download.
2. Organic : You build a story through which people get interested in the
advantages of your app and download it spontaneously.
2. Increase of time spent on the application.
From average 130 picture impressions to average 160 picture
impressions per visitor per session.

31. Briefing Clash of the Talents
Briefing
5. MEDIA AT DISPOSAL
- Owned database of 300.000 opted-in goldenpages.be users
- Owned database of 1.500 opted-in InDomo users
- Owned database of 562.000 opted-in goldenpages.be advertisers, of
31
which 800 are InDomo advertisers
- Facebook page with 10.000 fans (N/S)
- 330 sales reps every day on the road in Belgium
- Bannering on all goldenpages.be sites

32. Briefing Clash of the Talents
Briefing
6. BUDGET
-€ 50.000 all in : creation, production, media
32

33. Briefing Clash of the Talents
Briefing
7. MANDATORIES
- goldenpages.be style guide (will be shared by mail)
- dynamic and young tone of voice, as you would expect
33
from an online marketing company.

34. Briefing Clash of the Talents
Briefing
8. EXPECTATIONS FOR THIS BRIEFING
We expect to see a presentation that contains 2 pillars :
- Plan of attack for the InDomo user communication
- Provide a media-approach (not a detailed planning) with
34
traditional channels (glossy magazines, bannering) and
guerilla marketing.

35. Example
35
An example of what the out take
of this briefing could be :
Aan Tafel / A Table

36. 36
Why a resto app?
• Verticalisation is a significant
opportunity
• Restaurant is key
• Nomadic consumers are looking
for mobile tools to search
(locally), choose, book, rate &
review on the go!
• The ideal platform to bring users
& restos together!

37. Launch: business & communications
objectives
Become the undisputed mobile leader
in the Belgian restaurant segment
• Maximize awareness
• Generate dowloads
• Generate usage
• Take a share of heart
• In order to create
a strong user basis
• Attract as many restaurants
as possible on the app
• Confirm the innovative drive
of goldenpages.be

38. The overall campaign concept

39. Campaign methodology
The idea
Stimulate downloads
& usage through a
campaign
offering meals
to less fortunate
10 points = 1 meal
Download the application! 1pt
Book a restaurant in the app 1pt
Review / quote the restaurant 1pt
Share on your social networks 1pt

40. TTrraaddiittiioonnaall
mmeeddiiaa
5 dimensions
NNoonn--ttrraaddiittiioonnaall
mmeeddiiaa
SSoocciiaall
rreessppoonnssiibbiilliittyy
CCeelleebbrriittiieess
eevveenntt
IInntteerrnnaall
mmoobbiilliizzaattiioonn
Internal
mobili-sation

41. Traditional media
580 adds
2 weeks
6 mio people
Restaurant DM
Table kits
in restaurants

42. Non-traditional media
A ‘growing table’
on owned media
Wi-Fi hotspot table
in 3 key stations

43. Social responsibility

44. Celebrities events
44
3 events
Michelin stars big cities
7
Ostend
Brussels
Liège
5Top chefs
3 Ambassadors
20 Dec
International
Human
Solidarity Day

45. Internal engagement
45

46. Record-breaking results
+ A strong creative concept
+ A mix of traditional & non-traditional media
= We became the undisputed mobile leader in
the Belgian restaurant segment
1 month’s time
42k downloads*
(*) objective: 30k

47. Massive press attention
47

48. 49

49. Next steps

50. Form your team and give it a name
-Minimum 4 students
-Half from the marketing school, half from the creative
school
-Half Dutch speaking, half French speaking

51. Work!
-Rules  teachers
-Logos, pictures  teachers
-All your questions : send 1 mail/team to
marlies.vangeel@goudengids.be

52. Submit to the jury
-Short case film (max 3 min)
-Situation analysis
-Strategy
-Media choice
-Creative concept and art work

53. Languages
- Short case film (max 3 min) = F, D, E
- Situation analysis = F, D, E
- Strategy = F, D, E
- Media choice = F, D, E
- Creative concept and art work = French AND Dutch

54. Where to submit?
www.clashofthetalents2014.be

55. Online judging criteria
1. Strength of strategy, based on research & insights
2. Campaign relevance, originality and degree of integration
3. Realistic & achievable tactics & media choice
4. Argumentation to prove effectiveness

56. If selected, pimp your case
-The 5 finalists get a chance to pimp their cases with 5
agencies
-To come up with a ‘lean and mean’ strategy
-To fine-tune their creative recommendation
-And to practice their presentation skills

57. Final judging
-Everybody is welcome
-Live presentation (20 min max)
-Judging
-Announcement of the winning team

58. Timing
-10/11/2014: opening website
-28/11/2014: deadline for entries cases
-05/12/2014: announcement 5 shortlists
-08/12/2014 – 17/12/2014: shortlists pimp cases
-18/12/2014: final presentation & selection winners

59. Enjoy !