Brand Building & Creativity in Mobile<br />Nick Shadbolt<br />
What is mobile creativity?<br />Tip 1: Insight + Reward<br />Tip 2: Think multi-channel<br />Tip 3: ‘Simple’ works<br />Mo...
Mobile creativity<br />What is mobile creativity?<br />Discovery<br />Planning<br />Strategy<br />Game-changing ideas<br /...
Insight +Reward = Experience<br />Mobile creativity<br />Tip 1<br />
Tip 1: Insight + Reward<br />Gain Insight<br />Mobile’s limitations<br />Interpret mobile, media, social habits<br />Facto...
Tip 1: Insight + Reward<br />Think about the reward<br />Experiences are vital!<br />Mould campaigns around audience behav...
Tip 1: Insight + Reward<br />Fanta Gimme Me Credit<br />
Apply technology to audience groups & behaviour<br />Reward the consumer with an experience<br />Tip 1: Insight + Reward<b...
Think multi-channel<br />Mobile creativity<br />Tip 2<br />
Tip 2: Think multi-channel<br />Provide the best experience<br />SMS & banners ads are rarely engaging<br />Focus on conne...
Tip 2: Think multi-channel<br />Mobile + Outdoor<br />
Tip 2: Think multi-channel<br />Supernatural, Virgin Media TV<br />Challenge:reinvigorate fan passion for Supernatural and...
Tip 2: Think multi-channel<br />Supernatural, Virgin Media TV<br />Solution: Create a narrative running across all platfor...
Tip 2: Think multi-channel<br />Mobile connects your real + virtual worlds<br />
Tip 2: Think multi-channel<br />Conspiracy for Good + Nokia<br />
Tip 2: Think multi-channel<br />Coca-Cola Israel<br />
Consumers don’t think about channels in isolation<br />Place mobile at the centre of a campaign<br />Work out how it can c...
Sometimes ‘simple’ works<br />Mobile creativity<br />Tip 3<br />
Tip 3: Sometimes ‘simple’ works<br />SMS: Nike + LiveSTRONG<br />
Tip 3: Sometimes ‘simple’ works<br />SMS: Why not involve the audience?<br />
Tip 3: Sometimes ‘simple’ works<br />Voice calls: Mars / COI / Icon Films<br />
Tip 3: Sometimes ‘simple’ works<br />Location:<br />How can you use data in a story, experience?<br />Create something use...
Tip 3: Sometimes ‘simple’ works<br />Send to Friend functionality:<br />Social media immersion<br />What’s the creative ho...
Tip 3: Sometimes ‘simple’ works<br />Personalisation: Nike iD<br />
Sometime’s ‘simple’ works! Features we take for granted can be hijacked to create exciting experiences<br />Create an expe...
Nick Shadbolt<br />Account Director<br />Nick[dot]shadbolt[at]candyspacemedia[dot]com<br />Candyspace<br />Any questions?<...
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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

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Brand Building & Creativity in Mobile (Candyspace Media)

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

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