goviral cannes 2011 - the long idea

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May we all live in a world where we tell stories. Long, powerful and multilayered stories. Stories with great myths & mysteries, heroes & villains... and let us build those stories so that they fit for our time, for a world full of wonder and technological opportunity. Let us build stories that empower people and move them emotionally. Both brands and users would be better off for it.

goviral cannes 2011 - the long idea

  1. 1. The  lon g  idea  Brands  as     21st  century  Religion   Evangelism  By  Mar0n  Lindstrom   By  Jimmy  Maymann  
  2. 2. When  did  football  get  so  BIG?   1966:   2006:   The  Mirror,  then  the   376  channels   most  popular  daily  knew   214  countries   a  piece  of  history  when  it   75.000  hours  broadcast   saw  one.  ALer  England   16  page  daily  add  ons   won  the  world  cup  Its   4,2bn  page  views   front-­‐page  splash  proudly   125mil  online  views  (new)   announced:  “A  bouncing   73mil  mobile  pv’s  (new)   girl  for  baby  Alex”   26,29bn  total  viewers  Sources:  Intelligent  life,  Fifa.com  
  3. 3. A  media  revolu0on   Channels   +100k   +10k   +1000   +100   50-­‐99   20-­‐50   10-­‐20   1930’s-­‐1950’s   1960’s   1970’s   1980’s   1990’s   2000’s   2010’s  Source:  Intelligent  life  
  4. 4. Long  term  branding  Source:  IEG  sponsorship  group  
  5. 5. $46,1bn   $45bn   Yearly  spend  on  corporate   sponsorships  (2/3  is  sports)   $40bn   $35bn   $30bn   $28,0bn   $25bn   $20bn   $16,6bn   $15bn   $10bn   $5,1bn   $5bn   $1,4bn   Long  term  branding   1989   1996   2000   2004   2010  Source:  IEG  sponsorship  group  
  6. 6. How  have  brands  capitalized?                  $11Bn   Source:  The  Economist  and  Dr  Peter  Rohlmann  
  7. 7. Buddha     Beckham  Copyright  ©  Mar0n  Lindstrom  2011  
  8. 8. 2042  years   3300-­‐40000  years   3500  years   How  well  are   brands  stacking   up?   1387  years   910  years   2500  years   3509  years   2509  years   126  years  Copyright  ©  Mar0n  Lindstrom  2011  
  9. 9. 2001:   We  have   (increasingly)   15%   Carl,  W.  J.  Whats  All  the  Buzz  About?     nothing  to  talk   about  –  well  except   2011:   to  talk  about     brands…   37%   Brandwashed  study  Copyright  ©  Mar0n  Lindstrom  2011  
  10. 10.        €7  million  neuroscience   experiment   Copyright  ©  Mar0n  Lindstrom  2011  
  11. 11. We  took  12     holis0c  brands…  Copyright  ©  Mar0n  Lindstrom  2011  
  12. 12. …and  12  non-­‐   holis0c  brands  Copyright  ©  Mar0n  Lindstrom  2011  
  13. 13. ...and  tested  them   against  our  faith  Copyright  ©  Mar0n  Lindstrom  2011  
  14. 14. The  10  commandments   Grandeur   Rituals   Enemy   Sensory  appeal   Mystery   Evangelism  Copyright  ©  Mar0n  Lindstrom  2011  
  15. 15. Conscious  Brand  Rela0onship  Drivers   (MicrosoI  versus  Apple)   Apple t MicrosofCopyright  ©  Mar0n  Lindstrom  2011  
  16. 16. Non-­‐conscious  Brand  Rela0onship  Drivers   (MicrosoI  versus  Apple)   AppleCopyright  ©  Mar0n  Lindstrom  2011  
  17. 17. Grandeur   Symbols   Enemy   Sensory  appeal   Mystery   Evangelism  Copyright  ©  Mar0n  Lindstrom  2011  
  18. 18. Vision  
  19. 19. Staff name: IKEA’s  architecture   Staff email: Staff phone: philosophy   4 Northcliff Street – Sydney 2012 NSWCopyright  ©  Mar0n  Lindstrom  2011  
  20. 20. Storytelling  
  21. 21. Is  Jaws  what  we  want  to  say  here?     Vision  is  about  grandeur  too!   Remember…?   Copyright © Martin Lindstrom 2010Copyright  ©  Mar0n  Lindstrom  2011  
  22. 22. Alfred Hitchcock’s two scriptsCopyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  23. 23.      Theatre  of          Theatre  of     the  mind   the  stage  Copyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  24. 24. Symbols  
  25. 25.    Smash  Your  Brand   The  power  of     owning  an  iconic   language  Copyright  ©  Mar0n  Lindstrom  2011  
  26. 26. It  all  began     Picture  from  deck   in  1915…  Copyright  ©  Mar0n  Lindstrom  2011  
  27. 27. Guess  who…?  Copyright  ©  Mar0n  Lindstrom  2011  
  28. 28. Wheel   SilhoueQe   Ear  plugs   Colours   Eco  System   NavigaUon  Copyright  ©  Mar0n  Lindstrom  2011  
  29. 29. FuncUonality  sound   Design   Icons   FuncUonality  sound   Eco  System   Naming   Ritual  Copyright  ©  Mar0n  Lindstrom  2011  
  30. 30. Evangelism  
  31. 31. The  control     …of  5  individuals  Copyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  32. 32. Copyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  33. 33.        A  $3  million   experiment  Copyright  ©  Mar0n  Lindstrom  2011  
  34. 34. ALer  the   respondents  had   The  Brandwashed   49%   heard  about  the   brand  during  a   “casual  conversa0on”   their  ajen0on  to  the   brand  online   increased  with…  Copyright  ©  Mar0n  Lindstrom  2011  
  35. 35. The  long  idea   Impact   3  months   3  months   3  months   ABOVE   Time   BELOW  Copyright  ©  Mar0n  Lindstrom  2011  
  36. 36. 21st  century  evangelism  
  37. 37. The  world  looks  very  different  
  38. 38. From  des0na0on  to  distribu0on   85%   85%   80%   79%   75%   75%     70%   Wave  3  (2008)   Wave  4  (2009)   Wave  5  (2010)   Visit  to  brand  website  in  last  6  months!  Source:  UM,  Wave  5  study,  2010  
  39. 39. What  has  changed?   Upload  videos   100%   Run  a  blog   2010:  47%     50%   Produc0on:   2006:  28%   2010:  45%     0%   2006:  10%     Watch  video   100%   2010:  84%   Visit  social  network   Publica0on:   50%   2006:  30%   2010:  79%     0%   2006:  N/A     Comment  &  rate   100%   Visit  microblogs   Distribu0on:   50%   2010:  65%     2006:  25%   2010:  33%     0%   2006:  0%    Source:  UM,  Wave  5  study,  2010  
  40. 40. A  world  of  on  demand   Time  spent  with   video  content   30  hours   25  hours   On     demand   20  hours   15  hours   10  hours   Live     5  hours   broadcast   0  hours   2006-­‐2010   2011-­‐2016   2017-­‐2022  Source:  The  diffusion  group,  2010  
  41. 41. From  Vogue…  …to  Michelle  Phan  
  42. 42. Michelle  Phan  -­‐  Ecosystem  1,6mil  subscribers   650k  Fans  450mil  views   3-­‐4k  likes  per  post  200k  Followers   2011  launch  of  the  99,2%  rank  in  Twitalyzer   Michellephan.com  hub  
  43. 43. How  to  build  momentum  online  Distribu0on   Amplifica0on   Explosion  
  44. 44. Audience  is  built  over  0me   Online    presence   Royal  wedding   Welcome   back   Sing  along   Dance  Jan-­‐Apr  2009   Apr-­‐Oct  2009   Nov10  –  Feb11   Apr  2011  
  45. 45. T-­‐mobile:  Life’s  for  sharing   CollaboraUve  and  social  content  to  generate  publicity     •   Over  100  million  total   views  on  Youtube,  support   with  TV/Outdoor  as   celebra0on   •   A  total  of  +900  videos   published  over  the  last  3   years   •   52%  increase  in  sales  YOY   •   Massive  mainstream   media  ajen0on  in  the  UK   •   Shared  on  over  2500  blogs  *Source:  The  Ambient  Advert  0tled  Dance  Case  Study  by  Mediacom  
  46. 46. TV   Awareness   Display  15%  (Push)   Outdoor  85%  (Ongoing)   Interest   AcUon   Loyalty   A  deeper  communica0on  
  47. 47. Were  not  in  the  business  of  keeping  the  media  companies  alive.  Were  in   the  business  of  connec9ng  with   consumers.’   Trevor  Edwards,     Vice  President,  Global  Brand     &  Category  Management  -­‐  Nike  
  48. 48. From  ads  to  experiences   55%  drop  in  TV  budgets   +30  na0onal  teams   over  last  10  years   +  200  Club  teams   +500  Athletes   +10,000  pieces  of  content     6  Hubs  /  1  academy  Source:  Nike.com  &  Wikipedia  
  49. 49. Awareness   Interest   Loyalty   Ac0on   Ac0on  
  50. 50. Always  on   6-­‐12  Months   15%  (Push)   85%  (Ongoing)   Weekly/Monthly   Daily/Weekly   Daily/Weekly  
  51. 51. Awareness:  Write  the  future   Content:     3min  lead  spot   DistribuUon:     TV,  Roadblocks,  Paid  media   Metric:   Impression,  views,  fans   Aim:   Targeted  views  /  FB  fans   Results:   55mil  views  /  4,5  mil  fans  
  52. 52. Interest:  The  Chance  Content:     Events,  +450  videos,  Hubs  DistribuUon:     Seeding/Social  Metric:   Engagement  /  Interac0on  /  fans  Aim:   Interac0on  and  community  Results:   +125k  pages  created  /  1  player  signed  
  53. 53. Action: Bootfinder  Content:     Product  info/video  &  customiza0on  DistribuUon:     Search  /  Owned  media  Metric:   Sales  Aim:   Conversion  Results:   Nike’s  fastest  growing  division  globally  
  54. 54. Loyalty: Football+  Content:     Nike  football+  (video,  apps)  DistribuUon:     Owned  media  Metric:   CRM  Aim:   Loyalty,  word  of  mouth  Results:   #2  Social  media  brand  (Headstream)  
  55. 55. Nike:  The  long  idea  Design   Retail  &  media   Colours   Ecosystem  Eco  System   Storytelling  
  56. 56. The  global  bajle  for  football   2010  World  cup  –  online  buzz   Rank   Brand   Share   Market  share   80%   1   Nike   30,2%   2   Adidas   14,4%   60%   8,2mil   4,4mil   40%   20%   1966   1994   2006   2010  Source:  Nielsen  /  Edelman  2010,  NPD  Sports  Tracking  Europe  and  SportScan.  *  Facebook  June  2011    

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