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 …

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.

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  • 1. The  lon g  idea  Brands  as     21st  century  Religion   Evangelism  By  Mar0n  Lindstrom   By  Jimmy  Maymann  
  • 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. 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. Long  term  branding  Source:  IEG  sponsorship  group  
  • 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. How  have  brands  capitalized?                  $11Bn   Source:  The  Economist  and  Dr  Peter  Rohlmann  
  • 7. Buddha     Beckham  Copyright  ©  Mar0n  Lindstrom  2011  
  • 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. 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.        €7  million  neuroscience   experiment   Copyright  ©  Mar0n  Lindstrom  2011  
  • 11. We  took  12     holis0c  brands…  Copyright  ©  Mar0n  Lindstrom  2011  
  • 12. …and  12  non-­‐   holis0c  brands  Copyright  ©  Mar0n  Lindstrom  2011  
  • 13. ...and  tested  them   against  our  faith  Copyright  ©  Mar0n  Lindstrom  2011  
  • 14. The  10  commandments   Grandeur   Rituals   Enemy   Sensory  appeal   Mystery   Evangelism  Copyright  ©  Mar0n  Lindstrom  2011  
  • 15. Conscious  Brand  Rela0onship  Drivers   (MicrosoI  versus  Apple)   Apple t MicrosofCopyright  ©  Mar0n  Lindstrom  2011  
  • 16. Non-­‐conscious  Brand  Rela0onship  Drivers   (MicrosoI  versus  Apple)   AppleCopyright  ©  Mar0n  Lindstrom  2011  
  • 17. Grandeur   Symbols   Enemy   Sensory  appeal   Mystery   Evangelism  Copyright  ©  Mar0n  Lindstrom  2011  
  • 18. Vision  
  • 19. Staff name: IKEA’s  architecture   Staff email: Staff phone: philosophy   4 Northcliff Street – Sydney 2012 NSWCopyright  ©  Mar0n  Lindstrom  2011  
  • 20. Storytelling  
  • 21. Is  Jaws  what  we  want  to  say  here?     Vision  is  about  grandeur  too!   Remember…?   Copyright © Martin Lindstrom 2010Copyright  ©  Mar0n  Lindstrom  2011  
  • 22. Alfred Hitchcock’s two scriptsCopyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  • 23.      Theatre  of          Theatre  of     the  mind   the  stage  Copyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  • 24. Symbols  
  • 25.    Smash  Your  Brand   The  power  of     owning  an  iconic   language  Copyright  ©  Mar0n  Lindstrom  2011  
  • 26. It  all  began     Picture  from  deck   in  1915…  Copyright  ©  Mar0n  Lindstrom  2011  
  • 27. Guess  who…?  Copyright  ©  Mar0n  Lindstrom  2011  
  • 28. Wheel   SilhoueQe   Ear  plugs   Colours   Eco  System   NavigaUon  Copyright  ©  Mar0n  Lindstrom  2011  
  • 29. FuncUonality  sound   Design   Icons   FuncUonality  sound   Eco  System   Naming   Ritual  Copyright  ©  Mar0n  Lindstrom  2011  
  • 30. Evangelism  
  • 31. The  control     …of  5  individuals  Copyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  • 32. Copyright  ©  Mar0n  Lindstrom  2011   Copyright  ©  Mar0n  Lindstrom  2011  
  • 33.        A  $3  million   experiment  Copyright  ©  Mar0n  Lindstrom  2011  
  • 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. The  long  idea   Impact   3  months   3  months   3  months   ABOVE   Time   BELOW  Copyright  ©  Mar0n  Lindstrom  2011  
  • 36. 21st  century  evangelism  
  • 37. The  world  looks  very  different  
  • 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. 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. 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. From  Vogue…  …to  Michelle  Phan  
  • 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. How  to  build  momentum  online  Distribu0on   Amplifica0on   Explosion  
  • 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. 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. TV   Awareness   Display  15%  (Push)   Outdoor  85%  (Ongoing)   Interest   AcUon   Loyalty   A  deeper  communica0on  
  • 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. 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. Awareness   Interest   Loyalty   Ac0on   Ac0on  
  • 50. Always  on   6-­‐12  Months   15%  (Push)   85%  (Ongoing)   Weekly/Monthly   Daily/Weekly   Daily/Weekly  
  • 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. 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. Action: Bootfinder  Content:     Product  info/video  &  customiza0on  DistribuUon:     Search  /  Owned  media  Metric:   Sales  Aim:   Conversion  Results:   Nike’s  fastest  growing  division  globally  
  • 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. Nike:  The  long  idea  Design   Retail  &  media   Colours   Ecosystem  Eco  System   Storytelling  
  • 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