Babs Rangajah - Climate Changed
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  • - In 2009, a global 'want' advert was placed by Tourism Queensland for...a caretaker for Hamilton Island. - The application process was a simple ask: submit a web video of why you should win this ahead of everyone else.  - With a budget of 1.2 million dollars, the word was spread across the globe through Facebook , Twitter , classified ads (print and online), Youtube , and online banners. - In addition to the user generated content, Tourism Queensland created an interactive dedicated webpage and viral video, communicating their message to global experience seekers across 8 key international markets. - The response was immense: 34,684 applicants had entered by the end of the promotion.  - The 34,684 entrants were whittled down to 16 finalists and the winner, Ben Southall , was announced as the lucky new caretaker on May 6, 2009.  - Ben began his new role on July 1, 2009. - It could be argued that it is one of the most successful viral campaigns ever launched, effectively combining viral marketing with traditional media. Even after the competition has ended and the victor's now on that far-away Island living the dream, the approach has encouraged continued interaction between the brand and the consumer.  Key Metrics: - The campaign for the Australian island generated:   - 610 hours of user content - 8 million web visits  Plus: - The socially seeded, multi-channel ad strategy yielded media coverage worth 150 million USD, far out-weighing the initial 1.2MM USD budget.  - And...as Ben blogs about his experience as one of his daily chores, he continues to maintain consumer interest in Hamilton Island. It was the first campaign to garner 3 Grand Prix awards at Cannes, including the inaugural PR Grand Prix. 

Babs Rangajah - Climate Changed Babs Rangajah - Climate Changed Presentation Transcript

  • Presented By Babs Rangaiah, VP Global Comms Planning (twitter: babs26) To: Adtech Sydney March, 2010
  •  
  • What would life be like without the internet?
  • So What is Unilever Doing About It?
  • “ Live the Space”
  • AND REFRAME OUR THINKING
  • AXE MOBILE: REFRAMES MOBILE
  • PENETRATE THE CULTURE BE PART OF OUR WORLD GIVE US A VOICE BE AUTHENTIC DOING GOOD CREATE MORE VALUE LISTEN TO US DON’T BE SO CORPORATE KEEP IT SIMPLE TELLING OUR FRIENDS UNILEVER MEDIA MANIFESTO: FROM THE PEOPLE
  • 1. “BE PART OF OUR WORLD” “ We spend more and more of our time on the web and rarely see you. How can you be part of our world if you’re never with us? We’re not looking for you…” Digital Media Consumption vs. Digital Media Spend (Australia)
  • 4.16 B Subscriptions & penetration by region - End Q1, 2009 Latin America 480 M North America 296 M Western Europe 503 M Middle East 167 M Asia Pacific 1.77 B Central & Eastern Europe 532 M Africa 405 M MOBILE LANDSCAPE 61% Global As reported by operators. The subscription number the operators announce in e.g. quarterly and annual reports. In most cases this figure is equivalent to the operators' registered subscriptions. Source: Estimates based on Informa Telecoms & Media “ We don’t just live in Australia”
  • MOBILE LANDSCAPE
  • MOBILE LANDSCAPE
  • 2. “PENETRATE OUR CULTURE” “ We’re immune to your tired “campaigns” and our eyes glaze over them…please spark our imagination with something interesting, meaningful and useful…for a change”
  • 2. “PENETRATE OUR CULTURE”
  • 2. “PENETRATE OUR CULTURE”
  • 3. “GIVE US A VOICE & A ROLE” “ We’ve got ideas about brands too…provide us with some tools, and the opportunities...and we’ll make brands even better.”
  • 4. “BE AUTHENTIC” “ Brands can communicate with us directly now…but if you’re too contrived or fail to deliver on your promises for that matter…we’ll laugh at you and then abuse you relentlessly”
  • 5. “LISTEN TO US” “ We want you to take the 6 billion of us as seriously as you take one analyst or one reporter from the Financial Times”.
  • 6. “CREATE MORE VALUE” “ You want us to pay? We want you to pay attention….” 3.5MM Downloads!
  • 7. “DON’T BE SO CORPORATE “ Speak to us in our language...then maybe we’d go to you instead of each other for answers.”
  • 8. “KEEP IT SIMPLE” “ Why do you over complicate everything? Make things easier for us”
  • 9. “TELLING FRIENDS” “ We’d tell each other how great you are if you give us something to talk about…but if you do something to make us mad..we’ll tell a lot more peeps…”
  • 10. “DO GOOD” “ If you want us to become your advocate, you have to understand our needs, share our interests, be an active participant and show you care”…
  • THE SIZE OF THE PRIZE
  • “ Australia's web users are at the forefront of the social networking craze, posting, poking and Twittering nearly seven hours a month more than in the United States, Britain or Japan” “ 80 per cent of Australians now have access to high-speed broadband and use the internet…more than the United States”.
  • THIS IS OUR TIME!