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Where the work is going

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  • 1. Where the work is going August 2010
  • 2. Disclaimer •  This is a Planner’s analysis of creative work with all the caveats that this infers •  It’s not an exhaustive list – there are undoubtedly some great campaigns out there that aren’t in this deck and it is over-represented by JWT work because this deck was created for internal purposes •  However, what this sample demonstrates is some interesting trends that we’ve tried to draw inspiration from
  • 3. Heineken Entertains Milan (Italy) An activation where Milan fans were recruited to watch a performance of classical music by their wives/girlfriends/ bosses at the same time as the Champions League semi-final between Real Madrid and Milan was being played – they were then given the surprise of Heineken revealing that the concert was just a cover for a live screening in the theatre of the match (to their great relief). Huge PR coverage and the experience of a lifetime for those involved. http://www.youtube.com/watch?v=tEqJV1acgN4&feature=player_embedded
  • 4. Andes Teletransporter (Argentina) A campaign that created the ultimate lads bar accessory – the ‘Teletransporter’. A mobile, sound proofed, booth where men could make phone calls to their wives/girlfriends and pretend that they were not drinking in a bar. A hugely successful viral film and PR spread from the creation of Teletransporters. http://www.youtube.com/watch?v=7ecAoCO1MSg&feature=search
  • 5. BillBoard magazine Billboard yourself (US) The creation of an interactive machine that helped you to ‘Billboard’ yourself – merging your face with that of famous rock stars in a variety of ways to create really cool imagery of the true rock star you. http://www.youtube.com/watch?v=SJg1McbiDc0&feature=search
  • 6. Oriental Princess Avatar (Thailan) A highly engaging and definitely very funny Thai interactive campaign delivered through TVCs and a content led website where you could choose your beauty element and then watch a variety of films featuring challenges demonstrating how women of different elements deal with situations differently.
  • 7. KitKat Mail (Japan) Extending the brand idea into new product development to drive brand cut-through. Kit Kat is associated with being a symbol of good luck in Japan as the name is close the Japanese ‘Kitto Katsu’ or ‘Surely Win’ in English. By repackaging the product into a mail-able package the campaign gave people a unique new way to say ‘good luck’ and opened up a unique retail channel in Japan Post for the brand. http://www.youtube.com/watch?v=yDxxWqq3rYw&feature=search
  • 8. KitKat – Take a break with a chair (NZ) Driving engagement through being useful and through reinventing the billboard poster medium. KitKat in New Zealand ‘gave a break’ to tired legs at summer music concerts by creating posters that converted into wooden chairs. A wonderfully engaging way to bring to life the idea of ‘Have a break, Have a KitKat’. http://www.youtube.com/watch?v=l9xW94J7bzM&feature=search
  • 9. T-mobile experiences (UK) T-mobile creates a huge karaoke event – stopping the traffic in Trafalgar Square in London where 1000s of people joined in to sing hits from the past and present. Celebrities got involved and the content generated has been used for TV ads. A brand experience that creates its own content and its own buzz. http://www.youtube.com/watch?v=orukqxeWmM0&feature=search
  • 10. Nokia Directions (UK) An interactive installation in London where a giant crane suspended a movable arrow that could be controlled through Nokia navigation products. The user could control the arrow by asking it directions to a location and then the arrow turned and indicated the distance to the location. Spectacular, never done before brand engagement.
  • 11. Coke Zero – The Swap (Spain) An activation in Spain to challenge taste perceptions of Coke Zero. Research showed that nobody believed ads which said that Coke Zero tastes as good as Coke so the agency did a stunt. They tricked cinemagoers by placing actual Coke Zero into Coke red cups and then revealing in a Cinema ad to the audience that they had been duped. Great way of proving the taste point rather than asserting it with low credibility ads. http://www.youtube.com/watch?v=ZCvHIAcsMPg&feature=player_embedded
  • 12. Old spice (US) Great brand attitude work. Recent ‘Old Spice Man’ campaign has been a first-class example of transmedia thinking. TV ads set up the idea, TwitterFeed reinforces the idea and invites interaction from the audience to ask questions of the Old Spice Man which are then made into new content in quick response. The campaign becomes real-time and rewards the audience for being accomplices in the idea. http://www.youtube.com/watch?v=owGykVbfgUE&feature=search
  • 13. The key trends
  • 14. Some of the key trends in the work •  Real •  Experiential •  Interactive •  Useful •  Realtime •  Building things •  Making the impossible happen •  Playful and irreverent
  • 15. The implications for our work
  • 16. Acknowledge the ‘death of distance’ between brands and their audiences Never let people feel that they are being ‘marketed down to’. Involve them as accomplices.
  • 17. Add (more than ads) Make a positive contribution to the world of the audience
  • 18. Create ‘incomplete’ ideas What the How the brand audience creates interacts
  • 19. (Desired response – you just have to kick it)
  • 20. Authenticity Be real not fake. Do (more than say).
  • 21. Be spectacular Big, bold, ‘never had before’ experiences.
  • 22. Be spectacular Inventing new machines!
  • 23. Be Spectacular Once in a lifetime surprise.
  • 24. Transmedia Create a multiplier effect through ideas that mesh across channels. Ideas aren’t just copied and pasted across channels but become" richer as a result of more channels.
  • 25. New questions for creative reviews •  Does this idea treat the audience as a ‘consumer being marketed to’ or as an accomplice? •  Is this idea adding to the world of the audience? •  Is this idea incomplete? How will people interact? •  Is this idea honest and authentic, or is it fake? •  Does this idea create spectacular, never had before experiences? •  Does this idea getter better as you add channels or does it just repeat itself?
  • 26. Thank you for spending time with this