how to launch an advertising campaignPresentation Transcript
[email_address] Creds / Induction Dec 15 th 2009
Come with us
Talking about advertising is a little
Let’s talk about space stuff. Much more exciting. Wooooop. woop!
We are in the business of launching satellites (ideas) into space (our audience’s minds)
"I believe that this nation should commit itself, to achieving the goal before this decade is out of landing a man on the moon and returning him safely to the earth." IT ALL STARTS WITH AN AMBITION
To do that, first you need a shuttle (just to put your satellite in)
A satellite is a big idea
What consumers will associate with your brand and campaign when they think about it or talk about it
What’s a satellite?
The Joga Bonito movement portrays itself as dedicated to eliminating unfair and unsportsmanlike play from football , promoting fair and creative play as well as honesty and team spirit, and showing the true and beautiful side of football by having a motto of "play from the heart".
Dirt is good
Then you need a rocket
There are many different type of rockets to launch your satellite up there PR Social TV Podcast Viral Podcast Iphone app Editorial Ambient Outdoor Display Display
Then you need fuel
Can be bought, earned, owned
Digital can get you the extra mile
It can be as interesting to plan for the fuel that to plan the rocket
Axe effect we created a seduction network to guarantee constant traffic and increase exposure of our content
Here are a few questions to bear in mind before planning your launch
What sort of satellite do you want to launch? What’s the objective?
How are you going to get there? Do you have a flight plan? I.e. consumer journey? Or are you just relying on luck?
Joga bonito model
Can you be smarter? The better the satellite, the smaller the rocket and the less fuel it takes
A rocket must accelerate to at least 25,039 mph (40,320 kph) to completely escape Earth's gravity and fly off into space. Earth’s gravity is mediocrity. It tries to pull you down. Unoriginality. Fear. Parity. They must be fought otherwise, you will never reach for the skies. Are you planning the next black swan?
What we call here a Black Swan (and capitalize it) is an event with the following three attributes.
it is an outlier, as it lies outside the realm of regular expectations, because nothing in the past can convincingly point to its possibility.
Second, it carries an extreme impact.
Third, in spite of its outlier status, human nature makes us concoct explanations for its occurrence after the fact, making it explainable and predictable.
The satellite is the most important, not the rocket, it doesn’t matter how it gets there
Dont start planning for the rocket until you have sorted out your satellite
(imagine a picture of a huge rocket here with a super tiny satellite attached to it)
Satellite communicate back IT IS NOT A FIREWORK
User’s response to the challenges
User’s feedback and suggestions
Encourage discussion and debate
Have you asked yourself why you are launching a rocket?
Equator boost After a rocket launches straight up, the rocket heads east because Earth rotates to the east, giving the launch vehicle a free boost. The strength of this boost depends on the rotational velocity of Earth at the launch location. The boost is greatest at the equator, where the distance around Earth is greatest and so rotation is fastest. What’s your equatorial boost?
Ok, so you’ve reached space! It’s just the beginning! Yet no one ever plans for success! It’s in orbit, what do you do with it?
Air space controller Air traffic controllers’ job is to monitor all the satellites in order to prevent collisions. They communicate with the satellite so the worse can be avoided. It is your role to do so and keep guiding your campaign once it’s up in space
You have to keep looking after your satellite otherwise it will stop working (social media)
Spending millions of pounds to launch a satellite up there and not doing anything else with it is criminal
How can you use so called social media to make your idea leave longer and deliver extra bucks for you money?
Iphone apps, Mystarbucks idea, etc.
We are in the business of launching satellites into space
Why are you launching a satellite?
The satellite is as important as the rocket
Have you got enough fuel?
Is your rocket powerful enough to leave gravity?
Beware of space junk
What’s your flight plan?
What’s your equatorial boost?
A satellite is alive and communicates back
Reaching space is only the beginning
Be the air traffic controller of your idea
Best work is lives at this intersection ORIGINAL DELIVERY FRESH INSIGHT SLICK EXECUTION
As planners we used to be responsible for that ORIGINAL DELIVERY FRESH INSIGHT SLICK EXECUTION
But more and more we should be responsible for inspiring on the delivery too ORIGINAL DELIVERY FRESH INSIGHT SLICK EXECUTION
Actionable advice for modern planners
Everyone reads, goes to, watches, and listens to the same stuff (hence why ideas are inbred)
We are as good as what we know
Dedicate a chunk of your time to discovery things outside of advertising
Create a culture club in your agency
Stimulates creative teams with new ideas, artists, philosophy, etc.
Be more knowledgeable about work than they are
Try to stimulate the culture of sharing in your agency