Network of Favours - consumer driven content development - Esomar – Innovate Conference June 16-18, 2008 Copenhagen Genoveva Florovits – Ferrero Hungary Márta Hoffmann – Research International Hoffmann, Hungary István Kozári – Initiative Media, Hungary

Consumer-driven content development Co-creation for innovation in brand communication

The brief was given

Branded content

Cool but young

Targeting those above 25

Internet High penetration ( above 70% vs. avg 36%) Supplementing alternative to tictactuti.hu Flexible Innovative and growing channel The time spent online is increasing The penetration is extending

High penetration ( above 70% vs. avg 36%)

Supplementing alternative to tictactuti.hu

Flexible

Innovative and growing channel

The time spent online is increasing

The penetration is extending

Routes to take Sponsorship Adap t existing idea Innovation

Sponsorship

Adap t existing idea

Innovation

Research: Taking risk to decrease risk Advertiser Communication agency Research agency

Advertiser

Communication agency

Research agency

Tough task Low budget Short deadline (10 days) Immediate actionability

Low budget

Short deadline (10 days)

Immediate actionability

Innovate with Rule-breakers Selected high-above average consumers as part of a panel (SuperGroupers tm ) Trained to exploit their creativity for marketing development Understand marketing language and able to write marketing concepts Work together with marketers as partners

Selected high-above average consumers as part of a panel (SuperGroupers tm )

Trained to exploit their creativity for marketing development

Understand marketing language and able to write marketing concepts

Work together with marketers as partners

Stage 1: Single day workshop produces 250 novell content ideas which result five concepts

Develop rather than Test Involving some early adopters in the Groups and SuperGroupers as part of Team Main focus on How to improve rather than Likes and Dislikes Competent decision makers amend and change concept on-site immediately

Involving some early adopters in the Groups and SuperGroupers as part of Team

Main focus on How to improve rather than Likes and Dislikes

Competent decision makers amend and change concept on-site immediately

Stage 2: Single day series of workshops to screen, develop & improve concepts

Five concepts re-cycled throughout the 3 discussions, arriving to two possible routes Combine, match, select, amend, delete, change

Which way to go? SAFE & EASY EXCITING & RISKY

Insight My life is getting more and more segregated. The role of the extended family and the role of friends have changed and I often face the problem of having no help in those so called everyday challenges. The Network of Favours helps me to find people who feel the same and are ready to help in exchange of receiving support .

My life is getting more and more segregated. The role of the extended family and the role of friends have changed and I often face the problem of having no help in those so called everyday challenges.

The Network of Favours helps me to find people who feel the same and are ready to help in exchange of receiving support .

Brand message con s istency Harmonized with brand communication

Harmonized with brand communication

Brand establishment

Needs analysis Relevant for the consumers

Relevant for the consumers

Science

Hollywood

Society

Affordability Cost efficiency

Cost efficiency

Measurable ROI On-site reach (number of visitors) Secondary reach of WOM and P2P marketing PR based on the innovation and social need

On-site reach (number of visitors)

Secondary reach of WOM and P2P marketing

PR based on the innovation and social need

Summary Learning points of the project

Learning points of the project

Co-creation The Network of Favours is the result of a harmonized co-operation of three parties Learning experience or everyone Delivered something unique and innovative

The Network of Favours is the result of a harmonized co-operation of three parties

Learning experience or everyone

Delivered something unique and innovative

Key learning points Research-based rather than gut feel Team work between brand team, researchers, web designers, communication advisors Involve members of the future target audience in the development process Team test “big thoughts” to sharpen focus Concept to site in two months feasible

Research-based rather than gut feel

Team work between brand team, researchers, web designers, communication advisors

Involve members of the future target audience in the development process

Team test “big thoughts” to sharpen focus

Concept to site in two months feasible

Contacts Marta Hoffmann Research International Hoffmann T +361 267 4744 F + 361 267 9301 E m.hoffmann@hri.hu M Vitkovics utca 9. Budapest, 1052 - Hungary Istvan Kozari Initiative T +361 802 5135 F +361 802 5101 E [email_address] M Váci út 141.Budapest, 1138 - Hungary www.initiative.hu

Marta Hoffmann Research International Hoffmann T +361 267 4744 F + 361 267 9301 E m.hoffmann@hri.hu M Vitkovics utca 9. Budapest, 1052 - Hungary

Istvan Kozari Initiative T +361 802 5135 F +361 802 5101 E [email_address] M Váci út 141.Budapest, 1138 - Hungary www.initiative.hu