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BEST DIGITAL CAMPAIGNS 2011 by gregory pouy

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I know that you are use to see my best viral video every friday but I decided to publish this presentation on a monday. ...

I know that you are use to see my best viral video every friday but I decided to publish this presentation on a monday.

We already are at the end of the year and as you might know I'm really focus on viral and digital since 6 years.

Digital campaigns have widely evolve from "home made" video to more professionnal one, we are now in a time where experience is the key word and where online and offline are connected to create the best experience ever. (As I repeat again and again, people are not "on" or "off").

This presentation is only my worldwide personal benchmark so it's totally subjective.

However, there are no lobby or pressure as you would meet in professionnal contest. I didn't even look at the name of the agency to make sure this one (or another) get a price because you know...they are big so...

This is only for sharing and I really hope you're going to enjoy and share it !

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    BEST DIGITAL CAMPAIGNS 2011 by gregory pouy BEST DIGITAL CAMPAIGNS 2011 by gregory pouy Presentation Transcript

    • BEST DIGITAL CAMPAIGNS OF 2011Gregory Pouygregory.pouy@gmail.comT : @gregfromparis 1
    • BEFORE WE GET STARTED, IHAVE TO APOLOGIZE… 2
    • 1 TODAY WE’RE NOT GOING TO TALK ABOUT… TIPP-EX EVIAN OLD SPICE 3
    • I’M NOT GOING TO TALK2 ABOUT (JUST) YOUR INDUSTRY 4
    • IN THE END, IT’S NOT UP TO3 ME TO GIVE YOU THE SECRET RECIPE TO GOING VIRAL 5
    • THE TRUTH IS… 6
    • THERE’S NO SECRET RECIPE BUT THERE ARE KEYINGREDIENTS1 Fear, sex, fun 4 Constraints 7 Personal Stories David VS2 Counterintuitive 5 8 Dreams and aspirations Goliath, pity3 New trends 6 “How to” 9 Celebrities &glam 7
    • READY ? 8
    • #1 BING’S MAPBRAND MICROSOFTTARGET AUDIENCE YOUNG PEOPLEOBJECTIVE RAISE VISIBILITY AND USE OF BING’S MAPCHALLENGE GOOGLE MAPS IS WIDELY USED ! 9
    • #1 BING’S MAPCONCEPT :Placing each of the 320 pages of Jay Z’s book, Decode,in 600 unique traditional, nontraditional and digitaladvertising placements in 15 cities around the worldRESULTS :11 min per visit on the specific website+11,7% of visits to bing~$1,1 B worth of media impressionsVIDEO 10
    • #1 KEY TAKEAWAYMULTICHANNELOnline/offline doesn’t exist anymore, you should run areal multichannel campaign (≠multiple channels) to givepeople a chance to live an amazing experience.SO.LO.MO! MULTICHANNEL 11
    • #2 HOMEPLUSBRAND TESCOTARGET AUDIENCE KOREAN ADULTSOBJECTIVE BECOME N°1 ONLINE SELLERCHALLENGE COMPETITORS HAVE MORE STORES 12
    • #2 HOMEPLUSCONCEPT :Allow people to shop with their phones.People should find Tesco Homeplus wherever they are withouthaving to go to the brick and mortar store. Moreover they couldmake good use of the wasted times and enjoy their free time.RESULTS :+76% of online members & +130% of online salesHomeplus became N°1 in online grocery shopping and is a veryclose 2nd offlineVIDEO 13
    • #2 KEY TAKEAWAYUSE FREE TIMEPeople don’t want to lose time and are trying to “gain”back what they can whenever they can.Even in Europe, people increasingly ownsmartphones and use it to connect. Use free time 14
    • #3 THE WORLDPARKBRAND NYCTARGET AUDIENCE YOUNG DIGITALLY-CONNECTED NYC RESIDENTSOBJECTIVE POSITION THE PARK AS A LEADER IN OUTDOOR EVENTSCHALLENGE YOUNG PEOPLE SWITCH BETWEEN TRENDS QUICKLY 15
    • #3 THE WORLD PARK CONCEPT : Create a museum in the park to create an entirely different experience using QR codes that gave access to other content integrated into the context (including History, pop culture, music & science). They also included elements of gamification. RESULTS UNKOWN: VIDEO 16
    • #3 KEY TAKEAWAYTECHNOLOGY SHOULD ALWAYS BE USEFULMarketers are sometimes nervous about or afraidof technology but nowadays, technology enablesthe possibility of amazing experiences.Note that you should be careful about sharing Don’t bespecific content with everyone. that guy that wastes my time 17
    • #4 NOKIA 8N8BRAND NOKIATARGET AUDIENCE YOUNG ARGENTINIANSOBJECTIVE EXPAND THE SOCIAL MEDIA USER BASECHALLENGE NOKIA WENT FROM TRENDY TO UNTRENDY… 18
    • #4 NOKIA 8N8CONCEPT :Create a game that uses the virality of Twitter & celebrities while peoplekeeping guessing.RESULTS :+128% of their Twitter base+183% of Facebook fan base (2nd largest fan base in Latin america)+270% in sales to become the best selling smartphone in ArgentinaVIDEO 19
    • #4 KEY TAKEAWAY PLAY WHERE YOUR USERS ARE People love to play. And they love to play a lot (playing is definitely reserved for little kids). Also, people that are active on Twitter aretypically extra involved in social networks onlineand offline. Play nice If you undestand the rules of Twitter, becoming with othersa viral success can be a possibility. 20
    • #5 THE CHASEBRAND INTELTARGET AUDIENCE PC USERS WORLDWIDEOBJECTIVE CREATE AWARENESS AROUND THE NEW INTEL PROCESSORCHALLENGE FOR MANY PEOPLE THIS IS A NON-INFORMATION 21
    • #5 THE CHASE CONCEPT : Launch a campaign using multiple channels (mobile, web) and create a2 minutes video experience to demonstrate the performance capabilities of the new processor. Also have a RESULTS : 2,7 millions views of the short video 60 K shares on social networks Ranked by TED and Advertising Edge as one of the best ads of 2011 Outstanding results in Germany and Russia VIDEO 22
    • #5 KEY TAKEAWAYINNOVATEWhen you think about viral, think “new”.The video from Intel was a huge success because itallowed people to see, even before it was on theshelves, what html5 would be like. Innovate 23
    • #6 GO BEYOND THE COVERBRAND DERMABLENDTARGET AUDIENCE PEOPLE WITH SKIN CONCERNS AND/OR TATOOSOBJECTIVE CREATE AWARENESS THROUGH A CAMPAIGN SHOWCASING THE BENEFITS OF THE PRODUCTSCHALLENGE THIS TYPE OF VIDEO CAN QUICKLY BECOME BORING OR TIRESOME 24
    • #6 GO BEYOND THE COVERCONCEPT :Highlight the importance our society gives to looks, and how they canbe misleading. The basic idea was to “transform” Zombie Boy (a fashionsuperstar) by completely hiding his tattoos (face and body).RESULTS :Millions of views for the videoMore than 700 000 views for the making ofVIDEO 25
    • #6 KEY TAKEAWAYTHINK OUTSIDE OF THE BOXWhat is interesting in this video is that it is totallyunconventionnal.Usually we put make-up on (we don’t take it off)There is also almost always a model that is featured,but L’Oréal chose a fashion star. Think outside of the box 26
    • #7 LITTLE THORBRAND MARVELTARGET AUDIENCE AS BROAD AS POSSIBLEOBJECTIVE AWARENESS OF THE LAUNCH OF THE NEW MOVIE : THORCHALLENGE HOW COULD THEY MAKE THIS BLOCKBUSTER STAND OUT? 27
    • #7 LITTLE THORCONCEPT :Rebound quickly on viral videos the smart way. Volkswagen did anamazing hit with its viral video : the Force.When you are quick and funny enough you can rebound on a existingconcept and benefit from the viral effectRESULTS :3 millions views of the video + gave an new reason for journalist to talkabout the movieVery cheap video (no agency, simple scenario)VIDEO 28
    • #7 KEY TAKEAWAYYOU CAN COPY A VIRAL CONCEPTWell…not outright but viral is part of the pop cultureand if you’re clever and play on it, you can surfits success.This requires an agile team and philosophy Surf viral success 29
    • #8 IKEA 365BRAND IKEATARGET AUDIENCE NETHERLANDSOBJECTIVE DEVELOP THE ARPUCHALLENGE CREATE DIFFERENT ADS EVERY DAY FOR A YEAR 30
    • #8 IKEA 365CONCEPT :Create one simple creative campaign everyday including a new productto create a story and engage consumerS.RESULTS :+6 % top of mind+4 % Consumers (in a decreasing market in the Netherlands (-4%)VIDEO 31
    • #8 KEY TAKEAWAYBE CREATIVECould you imagine creating 365 “simple” butcreative campaigns on your products ?You don’t need to recycle the same ad for ever,sometimes, simple can work and be very effective. Be creative 32
    • #9 TAKE THIS LOLLIPOPSBRAND NONETARGET AUDIENCE FACEBOOK USERSOBJECTIVE CREATE AWARENESS AROUND NOT SHARING TOO MUCH ON SOCIAL NETWORKSCHALLENGE FACEBOOK CONNECT IS AN “ESTABLISHED” TECHNOLOGY 33
    • #9 TAKE THIS LOLLIPOPSCONCEPT :Use Facebook Connect to show at what point information shared onsocial networks could be easily hacked.The atmosphere was created specifically to engage web usersRESULTS :As there was no brand behind the operation, the results are difficult toanalyze. The application, however, got more than 7 millions “likes”within 3 weeks.VIDEO 34
    • #9 KEY TAKEAWAYQUALITYIt is FALSE that viral is free and/or cheap.There are 2 types of videos that workonline: those that are conscious of the poor quality,and those that are high quality. Quality checkAs the quantity of videos and digital projects hassignificantly increased, yours must really stand outfrom the crowd. 35
    • # 10 FOX NO PLANETA TERRABRAND VOLKSWAGENTARGET AUDIENCE BRAZIL’S GENERATION YOBJECTIVE CREATE AWARENESS AROUND FOX’S SPONSORSHIP OF THE PLANETA TERRA FESTIVAL AND PROMOTE THEIR NEW CAR, THE FOXCHALLENGE SPREAD THE FOX MESSAGE BEYOND THE EVENT WALLS 36
    • # 10 FOX NO PLANETA TERRACONCEPT :Launch a game through an online platform playing using Twitter andGoogle Maps. Tickets were strategically placed, and the first one to getto the ticket won it.RESULTS :Trending topic in 2 hours time and during all 4 days of the operationVIDEO 37
    • # 10 KEY TAKEAWAYGAMIFICATION (AGAIN)Like we just said (and I don’t think I need to insistthat gamification is huge these days…It is. ) Gamify 38
    • # 11 TURKCELL TWEETBRAND TURKCELLTARGET AUDIENCE TURKISH YOUNG WEB USERSOBJECTIVE CREATE AWARENESS OF THE NEW BUNDLED MOBILE INTERNET OFFERCHALLENGE THE MOBILE WEB IS NOT VERY POPULAR IN TURKEY 39
    • # 11 TURKCELL TWEETCONCEPT :Target heavy internet heavy users and get them involved in thecampaign, playing a live competition on TwitterRESULTS :56 000 tweets in a week including from celebrities3.6 millions reachCost : 30 000 € maximumVIDEO 40
    • # 11 KEY TAKEAWAYSIMPLE IDEAS CAN BE GREAT IDEASWhen you understand the majority of Internet tools,you can play with them.Sometime the best ideas aren’t particularly original,but are well executed. Keep it simple, stupid! 41
    • IN SUMMARY 42
    • 1 MULTICHANNEL ≠ MULTIPLE CHANNELS2 USE FREE TIME TO BE USEFUL3 GAMIFICATION IS HUGE : PLAY WHERE PEOPLE ARE4 THINK OUTSIDE OF THE BOX5 SURF VIRAL SUCCESS6 SIMPLE IDEAS CAN BE THE BEST IDEAS7 INNOVATE 43
    • Gregory Pouygregory.pouy@gmail.comT : @gregfromparis 44