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Brand Building & Creativity in Mobile (Candyspace Media)
 

Brand Building & Creativity in Mobile (Candyspace Media)

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Candyspace Media's top three tips for brands wanting to go 'beyond the click' and create amazing mobile experiences for consumers

Candyspace Media's top three tips for brands wanting to go 'beyond the click' and create amazing mobile experiences for consumers

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    Brand Building & Creativity in Mobile (Candyspace Media) Brand Building & Creativity in Mobile (Candyspace Media) Presentation Transcript

    • Brand Building & Creativity in Mobile
      Nick Shadbolt
    • What is mobile creativity?
      Tip 1: Insight + Reward
      Tip 2: Think multi-channel
      Tip 3: ‘Simple’ works
      Mobile creativity
      Agenda
    • Mobile creativity
      What is mobile creativity?
      Discovery
      Planning
      Strategy
      Game-changing ideas
      Hijacking attention
      Delivering choices
    • Insight +Reward = Experience
      Mobile creativity
      Tip 1
    • Tip 1: Insight + Reward
      Gain Insight
      Mobile’s limitations
      Interpret mobile, media, social habits
      Factor into creative executions
    • Tip 1: Insight + Reward
      Think about the reward
      Experiences are vital!
      Mould campaigns around audience behaviour
    • Tip 1: Insight + Reward
      Fanta Gimme Me Credit
    • Apply technology to audience groups & behaviour
      Reward the consumer with an experience
      Tip 1: Insight + Reward
      The take-home
    • Think multi-channel
      Mobile creativity
      Tip 2
    • Tip 2: Think multi-channel
      Provide the best experience
      SMS & banners ads are rarely engaging
      Focus on connecting & enhancing all parts of the media mix using mobile
    • Tip 2: Think multi-channel
      Mobile + Outdoor
    • Tip 2: Think multi-channel
      Supernatural, Virgin Media TV
      Challenge:reinvigorate fan passion for Supernatural and let them know season 5 is coming
      Insight: audience avid consumers of content; platform agnostic
    • Tip 2: Think multi-channel
      Supernatural, Virgin Media TV
      Solution: Create a narrative running across all platforms
      Provide content & experiences via every exposure to brand advertising
    • Tip 2: Think multi-channel
      Mobile connects your real + virtual worlds
    • Tip 2: Think multi-channel
      Conspiracy for Good + Nokia
    • Tip 2: Think multi-channel
      Coca-Cola Israel
    • Consumers don’t think about channels in isolation
      Place mobile at the centre of a campaign
      Work out how it can create a great experience at every touchpoint
      Tip 2: Think multi-channel
      The take-home
    • Sometimes ‘simple’ works
      Mobile creativity
      Tip 3
    • Tip 3: Sometimes ‘simple’ works
      SMS: Nike + LiveSTRONG
    • Tip 3: Sometimes ‘simple’ works
      SMS: Why not involve the audience?
    • Tip 3: Sometimes ‘simple’ works
      Voice calls: Mars / COI / Icon Films
    • Tip 3: Sometimes ‘simple’ works
      Location:
      How can you use data in a story, experience?
      Create something useful?
    • Tip 3: Sometimes ‘simple’ works
      Send to Friend functionality:
      Social media immersion
      What’s the creative hook?
      Reward content distributors
    • Tip 3: Sometimes ‘simple’ works
      Personalisation: Nike iD
    • Sometime’s ‘simple’ works! Features we take for granted can be hijacked to create exciting experiences
      Create an experience that everyone can enjoy, in some form
      Tip 3: Sometimes ‘simple’ works
      The take-home
    • Nick Shadbolt
      Account Director
      Nick[dot]shadbolt[at]candyspacemedia[dot]com
      Candyspace
      Any questions?