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SoLoMo Thursday - Creativity On A Digital Shoestring Part 1
 

SoLoMo Thursday - Creativity On A Digital Shoestring Part 1

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    SoLoMo Thursday - Creativity On A Digital Shoestring Part 1 SoLoMo Thursday - Creativity On A Digital Shoestring Part 1 Presentation Transcript

    • 25 July 2013 SoLoMoThursday.com facebook.com/SoLoMoThursday linkedin.com/in/solomothursday youtube.com/user/SoLoMoThursday twitter.com/SoLoMoThursday solomothursday.eventbrite.com SoLoMo Thursday Hafiz Saleh Social Media Analyst Techsailor Group
    • Biz Card @ Fishbowl @SoLoMoThursday Housepour Spirits, Housewin es & Asahi @ $8++ 20% off ala carte items Opening Note
    • DONATIONS are welcomed. Help keep going. DONATIONS are welcomed to help for: Logistics Food & Drinks Publicity and many more… 26 Sept 2013
    • PAGE 4 Objectives 26 Sept 2013
    • PAGE 5 Speaker: KIM LEE 26 Sept 2013
    • Kim Lee Executive Creative & Digital Director, Renaissant Managing Creative Director, Kimwillrule
    • Vast differences between clients/brands in Europe and Singapore
    • Singapore: “Show me the money” Europe: “Show me the big idea”
    • Singapore: Returns on cent Europe: Returns on investment
    • • Budgets are shrinking. • Make dollar really stretch • Harder to justify returns on investment, especially in the social media realm.
    • If big brands are watching marketing spend with hawkeye, what about smaller ones?
    • ENTER
    • M.A.D. School is constantly constrained by a marketing budget so small, we shrink David to pea-size when pitted against the Goliaths of other design, advertising and communication schools well-oiled by government and private funding. Reality Check
    • Mentality Really small budgets can spawn really big ideas. HOW? #1 Get really creative. #2 Throw in copious amounts of reality checks. #3 Get fiercely digital. Undefeated and ambitious, they dream big and embark on a digital- centric approach that is budget- lean.
    • Earned, paid and owned media
    • M.A.D. SCHOOL RAIDERS
    • The insight
    • • M.A.D. SCHOOL is a small private school. • The education scene in Singapore is very competitive, dominated by government-funded schools and rich private schools with high marketing spend. • M.A.D. stands as David against Goliaths. • January is the Open House period when schools pump up the money to create excessive collaterals and events. • MAD is handicapped by a-near 0 budget, lack of resources and marketing plan.
    • That is however over-shadowed by our bravado.
    • The idea
    • Raid the Open Houses of the other well-financed design and advertising schools and steal their target audience (because they are ours too, saving us precious time and money). By gatecrashing the schools in a brow- raising vintage Volkswagen van with our mob squad and giving free ice- cream in return for Facebook ‘Likes’ on our FB page (so they revisit our page). Raid the Open Houses of the other well-financed design and advertising schools and steal their target audience (because they are ours too, saving us precious time and money). 3 days, 6 schools.
    • The Strategy
    • • Using mob squad to give out free ice-cream in return for Facebook „Likes‟ on our FB page (for repeat visits and reflected on newsfeed). • Chance to win movie tickets by posing with a special frame and getting friends to like shots (another reason to visit our FB page). Brand Awareness, Brand Recall, Repeat Engagement
    • Multi-screen & location-based mobile marketing • Prospective students like our page via on tablets or mobile phones. • Stopped target audience in tracks and directed their interest to school‟s curriculum. • Direct engagement with target audience
    • Mobile video content creation & virability • Anticipation of close shave with security • Filmed confrontation scenes and took off fast whenever we were shoo- ed away. • We braved on so we could create real footages that could potentially go viral.
    • ‘Glocal’ seeding on 50+ global social media and sharing sites/blogs/forums such as:
    • Social Media Campaign Word of Mouth Owned media space Create compelling content
    • Featured on
    • Total budget = $2000+ Mob squad = 10 people Creative / production = 5 people 1500+ Facebook Likes
    • ` Another Dimension: The Smallest Open House in the World
    • The insight After raiding the other schools‟ Open Houses, we launched our inaugural Open House—„Another Dimension: The World’s Smallest Open House’ because our campus is tiny.
    • The idea