Holler Trends Presentation 2012

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A look at the year gone, what Holler felt were the key emerging trends and what their impact will be on the communications industry in the year to come.

A look at the year gone, what Holler felt were the key emerging trends and what their impact will be on the communications industry in the year to come.

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  • 1. Trend Presentation2012…
  • 2. Hello,were Holler. We’re adigital creative agency.Holler was set up with asimple ethos: work hard,be honest and keep itcreative. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 3. Introduction © Copyright 2012 Holler Sydney. All Rights Reserved
  • 4. Changing Landscape… We can see it in how consumers are adapting their media habits.Source: Neilsen © Copyright 2012 Holler Sydney. All Rights Reserved
  • 5. This requires adaptation…In-turn we as communicators need to create a value exchange, often in theform of a two way dialogue – which is uncomfortable to many businesses. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 6. Business Case © Copyright 2012 Holler Sydney. All Rights Reserved
  • 7. Case in point…Innovate or die… This has never not been the case. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 8. Case for innovation hasnever differed… Hyper connectivity Online Media Low return Return High Return Mass media Development Investment © Copyright 2012 Holler Sydney. All Rights Reserved
  • 9. The world ofDigital © Copyright 2012 Holler Sydney. All Rights Reserved
  • 10. Agenda1. Our business, what we do and how things are changing.2. How Holler is strategically adapting to this change.3. Trends and their application. I. The Year of Mobile – Finally II. Technology democratising creativity and expression III. Big Data is a BIG topic IV. Life Tracking V. The Social Web, adds credibility to communications VI. Utility as a marketing tool VII. Being good is good for business4. Summary © Copyright 2012 Holler Sydney. All Rights Reserved
  • 11. Our businessand recentchanges © Copyright 2012 Holler Sydney. All Rights Reserved
  • 12. The Digital SideThis is not how we see ourselves (most of the time) and our clients are comingaround as well. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 13. How we wishedthings wereHere is all the money in the world to createcool stuff like time machines. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 14. The RealityIncreased spend brings more process,interrogation and accountability inregards to effectiveness,. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 15. The ResultBroadcast just doesn’t work the way it used to. Consumers desire social equityand community validation of their brand choices. In the age of the social web itis as much about credibility as it is about awareness © Copyright 2012 Holler Sydney. All Rights Reserved
  • 16. Broadcast as a referrerChanging communicationsecosystem TV Search Mobile App Facebook Print Site Twitter Radio Instagram Pinterest Mobil e Site YouTube Display PR Media Source: Forrester © Copyright 2012 Holler Sydney. All Rights Reserved
  • 17. Changing scopeof strategy © Copyright 2012 Holler Sydney. All Rights Reserved
  • 18. Digital StrategyDigital is becoming more about linking all touch points throughout aconsumers journey and encouraging participation along the way. Not tacticsdisparately executed. An ecosystem is only as strong as the sum of its parts. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 19. Strategy – We need to think differently We need to use technology to generate stronger insights: We need to move toward cultural anthropology, technological ethnography and a strong need for a more beta mentality. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 20. Technological EthnographyEyesee – Mannequins Prysm Skylabs © Copyright 2012 Holler Sydney. All Rights Reserved
  • 21. Digital should act as an adhesive. High Evangelising SF’s Evangelising Social Engagement/equity Amplify Fans Amplify Digital links the channels Digital Interaction Amplify Experiential & Engagement Amplify Broadcast Low © Copyright 2012 Holler Sydney. All Rights Reserved
  • 22. Key trends andtheir application. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 23. 1: The year of MobileUsing mobile as a key to engagement and to close the loop in the consumerjourney is now a truism. Mass adoption is upon us and consumers a relyingmore and more on smartphones to connect to all aspects of digital life. Source: AdWeek, Coca Cola Exploring geo-fenced mobile advertising http://www.adweek.com/news/technology/hey-mobile-moms-how-bout-coke-and-pretzel- 142212 © Copyright 2012 Holler Sydney. All Rights Reserved
  • 24. 2: Creativity and ExpressionTechnology and media are facilitating new consumer habits © Copyright 2012 Holler Sydney. All Rights Reserved
  • 25. Case study Bonds Mesh Hipsters Microsite using Instagram Challenge and Objectives Bonds had experienced sales declines in its Hipster underwear range since 2008. Competition from department store ‘own label’ products and a lack of product innovation had eroded sales and brand equity. We needed to bring Bonds back into the now and remind people it is an authentic, inclusive Australian brand that allows people to express themselves. The campaign also had to work in conjunction with the ATL ‘Feel the Colour’ TV execution. Target Audience Girls in their early 20s. They are interested in all things fashion and use it as a way to express their personality and reflect the mood they are in. They love colour and last thing they want to be is boring. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 26. Case study Bonds Mesh Hipsters Microsite using Instagram Solution Holler created a design competition asking users to upload a photo they think would look great on a pair of Hipsters. The best three images as chosen by a panel of Bonds designers would be made into one of three limited-edition Hipsters available for sale to the public. As a response mechanism, users were asked to upload their photos to the microsite via Instagram, facebook or desktop. It was integrated with the Instagram API, automatically creating entries from photos tagged with #bondsfeelthecolour. The campaign bridges digital and reality, putting Bonds fans in the design seat for the first time. Results In just 3 weeks we received… •2721 photo uploads •Over 1000 likes •36,242 total visits •27,797 unique visitors Links http://bondsmesh.hollersydney.com.au/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 27. 3: Data has always been powerful… But never as relevant as today in understanding consumer connections and discovering new ways to increase effectiveness.Surviving progress Babylonian Astronomy The Fog of War Walmart – Private Satellite Network But what is Big Data? © Copyright 2012 Holler Sydney. All Rights Reserved
  • 28. Basically BIG DATA is this…More accurately there is more data coming from more sources and it isbecoming increasingly complex and costly for businesses to make senseof and decipher. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 29. Being driven by…This is being driven by businesses adopting technology aswell as consumers increasingly becoming reliant ontechnology. Which will lead eventually to the internet ofthings, where everything will have a data footprint. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 30. Challenge…This presents numerous challenges. Where do we store all thisnew data? What does all of this data mean? What should wetrack? How do we leverage it and in what way can data add valueto businesses and consumers? © Copyright 2012 Holler Sydney. All Rights Reserved
  • 31. Big Data is a BIG topic… There are opportunities to be unlocked in data. Both in solving complex business challenges as well as better understanding consumers and in the process unlocking valuable communications insights. As agencies, we need to think about: Two routes; client (how do we better advise clients to use data) & agency (how do we better track and leverage data to provide transparency and generate long term learnings for clients) Being consumer centric. How can understanding data help us assist consumers on their journey with a brand and reducing friction between channels? Be pragmatic – look at what you are already generating and how you can enhance and better integrate learnings. Don’t reach for the sky at first, build platforms, then continue to develop and iterate them. Be creative, data is a powerful tool especially when creatively presented. This in itself can have a phenomenal effect on a consumer’s understanding of your business and the value they will derive from connecting with it. Be prepared to re-examine, again as previously stated. Perpetual beta is how these programs should be viewed. Don’t discount the power of true, in-field observation in understanding data patterns. Look for long term project opportunities as well as how you can enhance campaign activity. See data as a tool that can be creatively liberating. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 32. Google, does data, REALLY well…Google Earth Engine and Landsat imagery,celebrating 40 years.http://earthengine.google.org/#intro Google – 100,000 Stars, a Chrome Experiment: http://workshop.chromeexperiments.com/stars/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 33. 4: Data and Life Tracking…Is now. MIT Technology Review, Greenways, Traffic as a Network, solving traffic congestion. http://www.technologyreview.com/news/4285 23/an-app-that-could-stop-traffic/ Mint, financial services and management: https://www.mint.com/ Eulerian video magnification: http://www.technologyreview.com /news/428498/software-detects- motion-that-the-human-eye-cant- see/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 34. Life tracking…Soon everything will create data. Nike Kinect Fit: http://www.nike.com/us/en_us/c/training/nike-plus-kinect-training Nike Fuel Band: http://www.nike.com/us/en_us/lp/nikeplusfuelband Nike + Basketball: http://www.nike.com/us/en_us/c/basketball/nike-plus-basketball © Copyright 2012 Holler Sydney. All Rights Reserved
  • 35. Heineken - RWCData to enhance and engage… Marketing Problem Premium beer brand Heineken has a long association with international rugby, so a global sponsorship with Rugby World Cup 2011 presented a brilliant opportunity. But with so many sponsors on board this major world event, we needed an idea that would stand out against the clutter and provide a unique, immersive brand experience. Objective Our task was to bring to life Heineken’s sponsorship of Rugby World Cup 2011 in the digital environment. Ultimately, the objective was to drive visits to Heineken venues and maximise product sales both in venue and in home. Solution Almost every rugby fan has dreamt of kicking the winning goal for their country. So we developed an iPhone App that allowed fans to kick real penalty goals and conversions, live, as they happen. Forging a partnership with FOX Sports, Holler co-developed technology where live kicks could be retrieved in real time during the game and a push notification sent to subscriber’s iPhones asking them to kick for their country. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 36. Heineken - RWCData to enhance and engage… Results •50,982 downloads •312 ratings in the App Store with a 4.5/5 average star rating •Total Heineken sales +30% v same period YAGO •On Premise sales +48% v YAGO •On Premise Tap Volume +53% in the same period •Voted ‘Most successful Rugby World Cup Sponsorship’ by AdNews •Over 12.5 million kicks taken during the tournament Links Video Case Study : http://vimeo.com/30049697 Download : http://itunes.apple.com/au/app/heineken-rugby- clubhouse/id450375998?mt=8 © Copyright 2012 Holler Sydney. All Rights Reserved
  • 37. Google NowData gives us the ability to appear perceptive… http://www.google.com/landing/now/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 38. 5: The Social Web…Shopping is inherently social and peoples online habits are reflecting this… http://www.motilo.com/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 39. The Social Web…Social Credibility Drives Return on Investment… Strategy Our task was to create a brand engagement campaign to increase awareness and drive sales of Bonds baby wear within Australia. Solution Everyone loves a beautiful baby. And everyone knows that their baby is the most beautiful in the world. We decided to leverage that pride by allowing people to show off their baby in a way that connected with Bonds. So we created a competition to find 10 new little faces for the next Bonds babywear campaigns. Results With the lack of online media spend, its success hinged on the power of the idea, ease of involvement and shareability. And… the numbers speak for themselves. Unique visitors – 2,172,179 Total visits – 4,049,989 Page views – 23,524,481 Product views on bonds.com.au – 76,451 We took the fan base to 88,348 – an increase of 74,726. All targets were far exceeded, with some 10% of the Australian population visiting the site. Links Bonds Baby Search Video Case Study - http://awards.babysearch2011.its-a-honeyland.com/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 40. Collaborative ConsumerismEven funding models are changing… http://www.patagonia.com/u s/common-threads/?ln=452 http://www.kickstarter.com/ https://www.airbnb.com/ © Copyright 2012 Holler Sydney. All Rights Reserved
  • 41. 6: Utility works…Enhancing consumers purchase journey often doubles as a ad. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 42. Be different – think outside the box…Digital is there to improve not complicate… © Copyright 2012 Holler Sydney. All Rights Reserved
  • 43. 7: Being good is good business…But remember to be genuine… © Copyright 2012 Holler Sydney. All Rights Reserved
  • 44. Try and do good… © Copyright 2012 Holler Sydney. All Rights Reserved
  • 45. Try and do good… © Copyright 2012 Holler Sydney. All Rights Reserved
  • 46. Failing that, make it cool! © Copyright 2012 Holler Sydney. All Rights Reserved
  • 47. Summary• Things are always changing, it is the one constant. The velocity of change maybe increasing, which means we should challenge ourselves and clients, daily.• At Holler we revel in discovery and being perennially inquisitive. Start a lab or incubator to challenge, inspire and create.• Be as collaborative as possible with partners and clients.• Use true observation coupled with technology to generate new and interesting insights as well as to validate them.• Creativity comes in many forms. Embrace them all, even the ones like data that are seemingly dry.• Communicating is social, try not to get too caught up in the channel, rather focus on the idea and the best way to connect people to it.• Generating intelligence around data is crucial to the future of agencies. It is crucial in understanding how to add value to consumers connections with brands and businesses throughout their discovery, purchase and post sales experience. © Copyright 2012 Holler Sydney. All Rights Reserved
  • 48. ContactsHoller SydneySuite 5, 30 Boronia StRedfern, NSW 2016AustraliaP: +61 (0)2 9469 5900E: hello@hollersydney.com.auGual BarwellSenior Creative StrategistM +61 (0)410 927 617E gual.barwell@hollersydney.com.auTwitter: gual_hollerLinkedIn: au.linkedin.com/in/gualbarwell/Web: www.hollersydney.com.au © Copyright 2012 Holler Sydney. All Rights Reserved