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Creating a perfect marriage
between offline & online media
Emma Aston
Director,
Adido Communications
Laura Cannings
Senior...
CREATING A PERFECT
How does
MARRIAGE BETWEEN
a great brand marriage
OFFLINE & ONLINE MEDIA

happen
between on and offline?
SO, WHAT MAKES A
GOOD MARRIAGE?
COMMUNICATION
SIMILAR GOALS
UNDERSTANDING
COMPROMISE
EQUALITY
APPRECIATION
PASSION
BUT HOW DOES
IT ALL BEGIN?
I SEEMED TO HAVE LOST MY NUMBER, ANY
CHANCE I COULD HAVE YOURS?
YOU MUST BE TIRED BECAUSE YOU HAVE
BEEN RUNNING THROUGH MY MIND
ALL NIGHT...
SO HOW DOES THIS “COURTSHIP” APPLY
TO A BRAND I HEAR YOU ASK?
WELL…
SHARE A COKE CAMPAIGN
STEP 1 : ATTRACTION
STOP STARE, THINK ABOUT
,
YOUR NEXT MOVE
STEP 2 : CONNECTION
FLIRT, TRY IT ON, KEEP
OPTIONS OPEN
STEP 3 : COMMITMENT & LOVE
YOU DON’T PLAY THE FIELD
ANYMORE!
WHY DID THIS WORK?
CREATIVITY
SIMPLE, FUN, PERSONAL
RESULT ...
EMOTIONAL CONNECTION
LOYALTY
STRATEGY

PLANNED, ACTIONED,
CROSS MEDIA
RESULT ...
HIGH IMPACT
SYNERGY
SAME BRAND, SAME TONE,
SAME MESSAGE
RESULT ...
NO BRAND DILUTION
NO CONFUSION
A HAPPY BRAND MARRIAGE
BUT, SOMETIMES IT DOES GO WRONG...
WHY DO BRANDS BECOME “DIVORCED”
WHEN COMMUNICATING ON AND
OFFLINE?
#POWEREDBYPIZZA
IT WAS A GREAT IDEA
BADLY EXECUTED
STEP 1 : NO COMMUNICATION
STEP 2 : NO CONNECTION
STEP 3 : NO INTEGRATION
A CLEAR DIVORCE HAS
HAPPENED!
DIVORCE COSTS...
WHAT WENT WRONG?
OFFLINE AND ONLINE DIDN’T
TALK TO EACH OTHER
NOW IT’S YOUR TURN...
WE WOULD LIKE YOU TO SELL A
BRAND TO US THROUGH ON
AND OFFLINE DATING ADS
PLEASE CREATE...

A TWEET(140 characters)
A FACEBOOK STATUS
A NEWSPAPER ADVERT
PICK ONE PLEASE
NEWSPAPER ADVERT
Hi all I’m looking for someone to share some healthy
time with. I love children and being sociable, but want
someone to sh...
WYSIWYG – HEALTHY, FUN & LOVELY
#LOOKINGFORLOVE

TWEET
PICK ONE PLEASE
SO, IN SUMMARY...
ENSURE YOU USE ALL
RELEVANT MEDIA IN YOUR
CAMPAIGNS
MATCH ALL MESSAGING
AND TONE OF VOICE
DO NOT ALIENATE YOUR
AUDIENCE
STAY HAPPILY MARRIED
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LDD Southern Summit 2013 - Adido - Creating perfect marriage between offline & online media

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Let's Do Digital Southern Summit 2013

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  • We ask the audience what makes a good marriage and write down on A3 pad/paper and pin around the room
  • We work through the answers checking them off against what the audience has said and explaining each point as we go
  • Let them start talking – how does a relationship start?
  • Well perhaps a gentle flirt
  • Subtle eye catching moments
  • Let’s look at the on and offline romance of a brand we all know. Has everyone heard of this campaign? Did you take part?
  • Bold messages offline were eye catching and grabbed attention. It is a simple and emotive campaign that through the use of colour, shape and typography worked without the words Coca-Cola. The messages were clear at every point of advertising – share a coke with …….
  • It was everywhere. You were asked to go online and check if they had your name and if not you could create a bottle. From this coke created a second batch of names. Worldwide campaign. Name specific and generic
  • People would actively look for bottles for specific names bypassing other brands and even non name branded coke drinks – the cult gained traction both online and offline. Globally the coca cola facebook community has increased by 6.8% and consumption in the young adult market was reported to have gone up around 7% - kids were buying it for their friends purely for the bottle
  • THE IDEA WAS SIMPLE AND FUN AND ALLOWED THE BRAND TO CONNECT WITH A MASS AUDIENCE ON A PERSONAL LEVEL – emotional connections were formed
  • THE STRATEGY WAS THOUGHT THROUGH FOR ALL MEDIA FROM BILL BOARDS, TO PRODUCTS TO SOCIAL MEDIA. All messages tied in together and directed people from offline to online
  • THERE WASNT MUCH ADVERTISING SPACE THAT WAS UNSEEN BY THIS SHARE A COKE IDEA. IT WAS VISIBLE TO ALL. Everyone was talking about it. You would spend ages looking for your name
  • = loyalty
  • #POWEREDBYPIZZA is an emotional celebration of the role of pizza in helping groups to accomplish everything from launching new companies to earning degrees. It shows people building new projects and helping each other. It pokes fun at how nothing great was ever accomplished by people eating halibut.And it has the side benefit of actually being true. Collaboration is often powered by pizza. The ad was fantastic and pulled on the emotional heartstrings..
  • The first and most obvious thing anyone would want to do with a great video ad is to share it by posting to social media networks. Unfortunately, the actual video of this ad was so impossible to find initially. Instead, a search on #poweredbypizza (the exact hashtag that the ad introduced) offered the following search results …
  • Likewise in an image search such as instagram the # brought up random pictures of dogs???  if you don’t have a compelling reason for people to participate then a hashtag is just a waste of time. In this case, it turned out to be exactly that. Not exactly “on brand” for Domino’s ..
  • The final mistake that put the nail in the coffin for this campaign was Domino’s website – which seems solely directed at getting people to order pizzas. The utility of the site is great if you are ordering food … but if you want to engage with Domino’s on any other level, the site misses that opportunity entirely. There isn’t even a search to try and find campaigns past and present
  • They talk
  • After heavily investing in what could have been a very powerful and emotive campaign – the campaign was completely unsuccessful
  • Following on from the initial offline ad there was no subsequent offline campaign apart from leaflets in the pizza boxesRelied heavily on social media, although was difficult if not impossible to findTherefore didn’t reach all potential targets and the messaging was completely dilutedNo synergyWithout history and context, it’s impossible to build a community.  And without community, Domino’s misses out on the big free media and publicity that word of mouth could have generated – similar to Coke. Instead of spending millions of dollars to create a lasting engagement and something memorable that could drive more brand loyalty – this campaign will be just another wasted 30 second opportunity.
  • Think about the brand and the language and create an ad for both on and offline
  • Split into groups of 4, pick a card. Explain words on bottom of cards
  • Split into groups of 4, pick a card. Explain words on bottom of cards
  • Offline advertising, campaigns, social, web, video etc
  • By communicating, connecting, keeping the passion, sharing common goals, appreciating other media etc
  • Transcript of "LDD Southern Summit 2013 - Adido - Creating perfect marriage between offline & online media"

    1. 1. Creating a perfect marriage between offline & online media Emma Aston Director, Adido Communications Laura Cannings Senior Lead Creative, Adido
    2. 2. CREATING A PERFECT How does MARRIAGE BETWEEN a great brand marriage OFFLINE & ONLINE MEDIA happen between on and offline?
    3. 3. SO, WHAT MAKES A GOOD MARRIAGE?
    4. 4. COMMUNICATION
    5. 5. SIMILAR GOALS
    6. 6. UNDERSTANDING
    7. 7. COMPROMISE
    8. 8. EQUALITY
    9. 9. APPRECIATION
    10. 10. PASSION
    11. 11. BUT HOW DOES IT ALL BEGIN?
    12. 12. I SEEMED TO HAVE LOST MY NUMBER, ANY CHANCE I COULD HAVE YOURS?
    13. 13. YOU MUST BE TIRED BECAUSE YOU HAVE BEEN RUNNING THROUGH MY MIND ALL NIGHT...
    14. 14. SO HOW DOES THIS “COURTSHIP” APPLY TO A BRAND I HEAR YOU ASK? WELL…
    15. 15. SHARE A COKE CAMPAIGN
    16. 16. STEP 1 : ATTRACTION STOP STARE, THINK ABOUT , YOUR NEXT MOVE
    17. 17. STEP 2 : CONNECTION FLIRT, TRY IT ON, KEEP OPTIONS OPEN
    18. 18. STEP 3 : COMMITMENT & LOVE YOU DON’T PLAY THE FIELD ANYMORE!
    19. 19. WHY DID THIS WORK?
    20. 20. CREATIVITY SIMPLE, FUN, PERSONAL
    21. 21. RESULT ... EMOTIONAL CONNECTION LOYALTY
    22. 22. STRATEGY PLANNED, ACTIONED, CROSS MEDIA
    23. 23. RESULT ... HIGH IMPACT
    24. 24. SYNERGY SAME BRAND, SAME TONE, SAME MESSAGE
    25. 25. RESULT ... NO BRAND DILUTION NO CONFUSION
    26. 26. A HAPPY BRAND MARRIAGE
    27. 27. BUT, SOMETIMES IT DOES GO WRONG...
    28. 28. WHY DO BRANDS BECOME “DIVORCED” WHEN COMMUNICATING ON AND OFFLINE?
    29. 29. #POWEREDBYPIZZA
    30. 30. IT WAS A GREAT IDEA
    31. 31. BADLY EXECUTED
    32. 32. STEP 1 : NO COMMUNICATION
    33. 33. STEP 2 : NO CONNECTION
    34. 34. STEP 3 : NO INTEGRATION
    35. 35. A CLEAR DIVORCE HAS HAPPENED!
    36. 36. DIVORCE COSTS... WHAT WENT WRONG?
    37. 37. OFFLINE AND ONLINE DIDN’T TALK TO EACH OTHER
    38. 38. NOW IT’S YOUR TURN... WE WOULD LIKE YOU TO SELL A BRAND TO US THROUGH ON AND OFFLINE DATING ADS
    39. 39. PLEASE CREATE... A TWEET(140 characters) A FACEBOOK STATUS A NEWSPAPER ADVERT
    40. 40. PICK ONE PLEASE
    41. 41. NEWSPAPER ADVERT
    42. 42. Hi all I’m looking for someone to share some healthy time with. I love children and being sociable, but want someone to share these special times with. Hope you can help x FACEBOOK STATUS
    43. 43. WYSIWYG – HEALTHY, FUN & LOVELY #LOOKINGFORLOVE TWEET
    44. 44. PICK ONE PLEASE
    45. 45. SO, IN SUMMARY...
    46. 46. ENSURE YOU USE ALL RELEVANT MEDIA IN YOUR CAMPAIGNS
    47. 47. MATCH ALL MESSAGING AND TONE OF VOICE
    48. 48. DO NOT ALIENATE YOUR AUDIENCE
    49. 49. STAY HAPPILY MARRIED
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