Brands on FIlm - Deck

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  • How will you grab the attention of information-overloaded consumer? Getting consumers to engage with your brand is becoming increasingly difficult.
  • Finance/ acquire professional producers’ original work
  • Brands on FIlm - Deck

    1. 1. Mark Terry Creative Director brand-e
    2. 2. Steve Mullins Content Director brand-e
    3. 3. Chris Clarke Chief Creative Officer Lost Boys international @albionics
    4. 4. Photo credit: Gaping Void 13 October 2010
    5. 5. TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you're expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. Then you upload the video to the creatives. You do the work; they still get paid. Charlie Brooker
    6. 6. Brands need to be the content not the gaps between content
    7. 7. Bye bye ads, hello content “Branded content is a form of brand communication that engages people by giving them something of cultural value, something that appeals to their interests and passions, with the result that they reward the brand with respect, loyalty and commitment”
    8. 8. Branded Content That Matters “Branded content is a form of brand communication that engages people by giving them something of cultural value, something that appeals to their interests and passions, with the result that they reward the brand with respect, loyalty and commitment”
    9. 9. Branded Content That Matters “Branded content is a form of brand communication that engages people by giving them something of cultural value, something that appeals to their interests and passions, with the result that they reward the brand with respect, loyalty and commitment”
    10. 10. It’s time to be interesting, useful and charming
    11. 11. Commitment [WITTY IMAGE HERE]
    12. 12. Brands Government
    13. 13. Fusion of CSR, sponsorship + marketing = cultural relevance and real value
    14. 14. "Brands must think like media companies. More content, more quickly, more platforms. Content as a dialogue not a monologue” Nick Thomas, Forrester Research (via Twitter)
    15. 15. Advertising can’t do that. it’s too convinced of its own importance and god-given “rightness”
    16. 16. The trouble is… there is no “right”
    17. 17. The shit people care about The shit you do “the good shit” Really fucking simple engagement model
    18. 18. It’s not about one big idea. Do loads of things and see what works. It’s not about TV networks anymore, it’s about human networks.
    19. 19. VICE has been entertaining international youth for the past 15 years through a content ecosystem
    20. 20. The heart of the ecosystem is VBS.TV, our online broadcast network launched in 2007 with Creative Director Spike Jonze
    21. 21. PROJECT: AMNESTY DATE: 10/11/2010 56
    22. 22. PROJECT: AMNESTY DATE: 10/11/2010 57 Globo (Brazil) Our content is now syndicated to TV channels around the world, and commissions are following - A new model of TV deals.
    23. 23. A New Model Short form Distribute through web Find interest or not Low risk
    24. 24. A New Model Made for Web Made for TV Made for Film Multiple Revenue Streams
    25. 25. What does this mean? An idea, a story, a piece of content - can travel from print to web to DVD, mobile, TV, film, social media and beyond, to massive audiences across the world. Great content means massive earned value
    26. 26. Brands like earned value. The internet has changed media consumption. Where audiences go brands follow. There has been delineation between making advertising and buying media and making content and distributing it The values we have learnt building a media company, about audience content and community are of value to brands, values like: •- Interact in the audiences lifestyle environments •- Organic distribution creates and influences communities •- Aim to create fans of what you do •- Content done right is a great communication media
    27. 27. Online Pilot Success Online Series New Destination Global TV Property
    28. 28. Motherboard would most likely never have been made through traditional commissioning, but is massively successful from an audience perspective. Brands can be good for creativity and audiences! Brands have ROI requirements, filmmakers can shift their thinking and use that to their advantage. Brands are not just supplying funding, it’s in their interests to market and to develop new ways of reaching audiences, so they will invest in ways to distribute your creative if the proposition seems viable. This is good – more audience, more revenue streams! Brands have ROI requirements different audience profiling, the resource of brand research and their knowledge and study of audiences is great information. Filmmakers should care about what people want to see, brands can help tell you this! Some thoughts...
    29. 29. Done right (!) Working with brands can: Get things Made Get things Seen Get things Monetized Get things Right! Embrace it! So
    30. 30. VICE has been entertaining international youth for the past 15 years through a content ecosystem
    31. 31. The heart of the ecosystem is VBS.TV, our online broadcast network launched in 2007 with Creative Director Spike Jonze
    32. 32. PROJECT: AMNESTY DATE: 10/11/2010 71
    33. 33. PROJECT: AMNESTY DATE: 10/11/2010 72 Globo (Brazil) Our content is now syndicated to TV channels around the world, and commissions are following - A new model of TV deals.
    34. 34. A New Model Short form Distribute through web Find interest or not Low risk
    35. 35. A New Model Made for Web Made for TV Made for Film Multiple Revenue Streams
    36. 36. What does this mean? An idea, a story, a piece of content - can travel from print to web to DVD, mobile, TV, film, social media and beyond, to massive audiences across the world. Great content means massive earned value
    37. 37. Brands like earned value. The internet has changed media consumption. Where audiences go brands follow. There has been delineation between making advertising and buying media and making content and distributing it The values we have learnt building a media company, about audience content and community are of value to brands, values like: •- Interact in the audiences lifestyle environments •- Organic distribution creates and influences communities •- Aim to create fans of what you do •- Content done right is a great communication media
    38. 38. Online Pilot Success Online Series New Destination Global TV Property
    39. 39. Motherboard would most likely never have been made through traditional commissioning, but is massively successful from an audience perspective. Brands can be good for creativity and audiences! Brands have ROI requirements, filmmakers can shift their thinking and use that to their advantage. Brands are not just supplying funding, it’s in their interests to market and to develop new ways of reaching audiences, so they will invest in ways to distribute your creative if the proposition seems viable. This is good – more audience, more revenue streams! Brands have ROI requirements different audience profiling, the resource of brand research and their knowledge and study of audiences is great information. Filmmakers should care about what people want to see, brands can help tell you this! Some thoughts...
    40. 40. Done right (!) Working with brands can: Get things Made Get things Seen Get things Monetized Get things Right! Embrace it! So
    41. 41. Carl Christopher – Ansari #Brands and Film/ The PlayStation Way
    42. 42. Play Film
    43. 43. Thank you. Do you have any questions?
    44. 44. Wander Bruijel, PR Director Philips
    45. 45. + = CHALLENGE INSIGHT OPPORTUNITY Homogenous technical perception of the TV sector ... How to raise preference and establish a clear identity? Our consumers love the experience of ‘losing themselves’ at the cinema and would love to recreate that feeling at home. Philips TV can be the brand to own and enhance the experience of being at the cinema at home Why Is Cinematic Viewing Experience Our Vision? A journey we started in 2009 and are continuing...
    46. 46. Kar Wai Wong - There’s Only One Sun
    47. 47. Adam Berg - Carousel
    48. 48. Ridley Scott Associates - Parallel Lines
    49. 49. To entertain & demonstrate product benefits
    50. 50. Through interactive viewing experiences
    51. 51. Through interactive viewing experiences
    52. 52. Through interactive viewing experiences
    53. 53. Promoted to film loving audiences, off line.....
    54. 54. ..and through social media
    55. 55. Johnny Hardstaff Director, Darkroom
    56. 56. NEWS FROM THE COALFACE OCTOBER 2010
    57. 57. A New Approach To Entertainment Partnerships  Film Tree delivers better value entertainment partnerships to brands:  Work up-stream with Producers/Directors  Focus on movies/TV shows being produced in UK/Europe  Brand can receive  Rich portfolio of assets – from digital to experiential  Tangible ROI – opportunity to share in the financial upside  Flexibility on partnership models  Production/Distribution investment  Multi-platform properties  Licensing/Merchandising
    58. 58. WHAT HAVE WE LEARNT?
    59. 59. FILM MAKERS & BRANDS HAVE TO STOP THINKING ABOUT FILM AS JUST “FILM”
    60. 60. RISK SHORT-TERM OPPORTUNITY AUDIENCE SIZE VALUE FOR MONEY COMPETITION BRANDS
    61. 61. Film Makers Theatrical & DVD Releases Placement P&A
    62. 62. Rich Content/Activation Platforms Advertising Sales Promotion PR Branding Digital Branded Content Experiential Brand Integration Internal Marketing Brand Activation Platforms Retail Promotions DVD X-Promotions at Retail On-Air Sponsorship Social Network Community Branded trailers Brand Placement/ Integration Preview Screenings Premiere Sponsorship PR Campaign Tailor-Made Commercial Screenings, competitions Merchandise for Brand employees Rich Material For Webisodes /Virals
    63. 63. Some Examples….
    64. 64. An Old Example
    65. 65. So, if you’re a brand who appreciates film as a powerful creative platform…or a film maker who appreciates that he has great content for brands to exploit.. Call us on +447540617754
    66. 66. Babelgum is: • a streetwise video magazine that both inspires and showcases new and emerging ideas and talents across music, film, arts and contemporary urban culture • an interactive video portal for professionally-produced content around specific “passions” and communities – coming under the umbrella of an upscale, ‘hip’ demographic looking for alternatives to the mainstream • available for free online and on mobile handsets • a creator of independent video production & online distribution – Babelgum commissions original web series across all channels More info: • Content (long and short) sourced from both major and independent producers to support original productions • Destination for cutting edge brands and sponsors looking for online opportunities • Full Digital Rights Management protection: streaming only; no downloading; geographic blocking by country • 5 million unique users a month visiting www.babelgum.com. • 3 million Babelgum iPhone apps downloaded What is Babelgum?
    67. 67. The Online Video Ecosystem User Generated Content Curated – great selection of content for time poor audience Creation of original films, documentaries, and web series Repurposed Broadcast User-Generated Content Distinct editorial voice Professional Content only Curated Video Magazine
    68. 68. Original & exclusives series • Focus on content that is underserved by mainstream media. • We have turned the traditional distribution models around – from online last (after theatrical, TV and DVD sales) to online first (before theatrical, TV and DVD sales). •Development of formats suited to online and mobile viewing – short, serialised. • Clearly focussed on serving the needs of 25+ urban culture creatives.
    69. 69. • As opposed to TV, there is no ‘captive’ audience online • Content needs to be actively supported so it finds its audience, or a ‘quality’ audience • Babelgum use all marketing tools available on a case-by-case series o Mainstream PR o Blog outreach o Social recommendation sites (Digg, Stumble Upon) o Social media o Advertising & Key words Advertising o Affiliate partners: Metacafe, Flavorpill, Time Out etc. • Developing a good CRM is key. Finding its audience
    70. 70. Custom Content INSPIRED BY DESIGN is a series featuring amazing homes, using sustainable and affordable construction. Some homes display KOHLER bathroom or kitchen fixtures . The series was developed in response to a RFP, and fit the editorial remit of Babelgum and its audience. Babelgum handled the production of the series and its distribution both online and offline - including launch on BG, PR and marketing, syndication to other platforms etc. The Inspired By Design series has received over 6M views.18
    71. 71. Custom Channels Some brands are going further and are producing video content themselves. They are keen to extend the reach of their content beyond their own website and captive audience. While they appreciate the reach of sites such as YouTube, top brands are often concerned about their content being presented alongside UGC and the lack of control it entails. They are interested in reaching a quality, audience They like the idea of an editorialized, ‘safe’ environment which they have control over.
    72. 72. Trends in the advertising market • Brands increasingly want to engage more deeply with their audience – they are keen to create content they can be associated with rather than simply advertise around it. • This is particular true online where legislation is looser and audience participation opportunities greater [Ofcom new rules] • Brands are also keen to participate in immersive experiences including both online and offline elements • Brands do not want to be associated with UGC and the unknown of advertising on such platforms • Most mainstream brands’s RFPs expect proposals that includes the creation and distribution of custom content. • Brands often want the quality series AND the reach. Beyond the costs of production, there is a need to factor in an effective marketing and distribution strategy to achieve broad reach.
    73. 73. Steve Mullins, brand-e (Moderator) Chris Clarke, LBi Andrew Creighton, CEO of VICE Media Group Europe Carl Christopher-Ansari, Sony Computer Entertainment Europe Wander Bruijel, Philips Consumer Lifestyle Johnny Hardstaff, Ridley Scott Associates Sabine Stork, Thinktank International Research Jodie Fullagar, M&C Saatchi Sport & Entertainment Ed Sharp, Film Tree Laurence Billiet, Babelgum Greg Loftin, Sillwood Films

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