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The Three Levels of Advertisement Hell 2012
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The Three Levels of Advertisement Hell 2012

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The presentation deals with challenges in advertisement and online communication. It was shown during the "Corporate-level online marketing in liberal advocacy" training seminar in August 2012. The ...

The presentation deals with challenges in advertisement and online communication. It was shown during the "Corporate-level online marketing in liberal advocacy" training seminar in August 2012. The event was organized by the European Liberal Forum and funded by the European Parliament. The Frierdrich Naumann Foundation partnered the event in cooperation with Project Polska Foundation. Author of the presentation is Michal Gonera from DDB Warsaw.

More about Michal Gonera:
Facebook: https://www.facebook.com/michal.gonera
Twitter: twitter.com/michalgonera

More about Toni Richard Crisolli
Facebook: https://www.facebook.com/toni.crisolli
Twitter: https://www.twitter.com/tonicrisolli
Slideshare: http://www.slideshare.net/tcrisolli
Vimeo: https://vimeo.com/tonicrisolli
Wordpress: http://www.youtube.com/user/tonicrisolli
Flickr: http://www.flickr.com/photos/24348670@N07

More about the organizations involved in the training:
Friedrich Naumann Foundation for Freedom: http://www.freiheit.org
Project Polska: http://projektpolska.pl/
European Liberal Forum: http://www.liberalforum.eu/

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The Three Levels of Advertisement Hell 2012 The Three Levels of Advertisement Hell 2012 Presentation Transcript

  • Michał Gonera Junior Strategic Planner & Digital Consultant at DDB WarsawSunday, August 12, 2012
  • What does it mean?Sunday, August 12, 2012
  • What does it mean? Product ServiceSunday, August 12, 2012
  • What does it mean? Marketing Product problem Service or opportunitySunday, August 12, 2012
  • What does it mean? Marketing Product problem Client Service or opportunity briefSunday, August 12, 2012
  • What does it mean? Marketing Product problem Client Creative Service or opportunity brief briefSunday, August 12, 2012
  • What does it mean? Marketing Product problem Client Creative Creative Service or opportunity brief brief ideaSunday, August 12, 2012
  • What does it mean? Marketing Product problem Client Creative Creative Production Service or opportunity brief brief ideaSunday, August 12, 2012
  • What does it mean? Marketing Product problem Client Creative Creative Production Service or opportunity brief brief idea planner’s responsibilitiesSunday, August 12, 2012
  • Digital can mean almost everything. It’s still quite new and unexplored land in the advertising world.Sunday, August 12, 2012
  • What do we get when an agency meets a NGO?Sunday, August 12, 2012
  • The bright and the dark sides of bothSunday, August 12, 2012
  • The bright and the dark sides of both LiarsSunday, August 12, 2012
  • The bright and the dark sides of both Idealists LiarsSunday, August 12, 2012
  • The bright and the dark sides of both Idealists Liars Driver of a sustainable and fair societySunday, August 12, 2012
  • The bright and the dark sides of both Idealists Liars Driver of a Creative sustainable powerhouse of and fair market society competitivenessSunday, August 12, 2012
  • What is at the very core?Sunday, August 12, 2012
  • What is at the very core? MoneySunday, August 12, 2012
  • What is at the very core? Ambiguous social change MoneySunday, August 12, 2012
  • As it got obvious who is the good guy and who is the bad one, I would like to invite you to...Sunday, August 12, 2012
  • The short trip throughout the circles of Advertising HellSunday, August 12, 2012
  • some would say advertising is bullshitSunday, August 12, 2012
  • what I agree is sometimes, you can see advertising bullshitSunday, August 12, 2012
  • which is basically, bad advertising even not worth mentioningSunday, August 12, 2012
  • but there are some pieces that are worth your attention even not worth mentioningSunday, August 12, 2012
  • •it’s old •it doesn’t look good for today’s standards of food photo shooting •it has old fashioned long copy text •it’s analog •even, its creative potential is controversial but still, it’s nice idea that is relevant for a good deal of customersSunday, August 12, 2012
  • What are the essentials of the agency - brand relation? • An agency’s client wants consumers to buy the product. • An agency prepare communication about the product. • A good piece of communication has relevant message, is based on a creative idea and sells the product.Sunday, August 12, 2012
  • For a brand, the role of advertising is quite clear - get new customersSunday, August 12, 2012
  • For a brand, the role of advertising is quite clear - get new customers But it gets much more complicated when we think about NGOsSunday, August 12, 2012
  • Sunday, August 12, 2012
  • Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  • Working on everyday projects Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  • Working on everyday projects Lobbying Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  • Working on everyday projects Lobbying Managing donations Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  • Working on everyday projects Organising supporters Lobbying Managing donations Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  • NGO’s target groupingSunday, August 12, 2012
  • foundation NGO’s target groupingSunday, August 12, 2012
  • foundation heavy weight collaborators NGO’s target groupingSunday, August 12, 2012
  • foundation heavy weight collaborators light weight collaborators NGO’s target groupingSunday, August 12, 2012
  • foundation heavy weight collaborators light weight collaborators users NGO’s target groupingSunday, August 12, 2012
  • Cooperation with companies The new line of the canned mineral water. ‘Buying this water to help to build wells’ The NGO adds its value and makes the edition special. NGO’s communication opportunitiesSunday, August 12, 2012
  • Looking for new online models of getting support Click and a sponsor, whose ad you are going to see, will pay for a lunch for hungry child. NGO’s communication opportunitiesSunday, August 12, 2012
  • In social media appeal with relevant, i.e. easy to digest, content. NGO’s communication opportunitiesSunday, August 12, 2012
  • Quality reports and e-publications for researchers, journalists and those who are interested in those topics and look for well prepared content. Being an opinion leader and reliable source is a great PR incentive. NGO’s communication opportunitiesSunday, August 12, 2012
  • political NGOs content makingSunday, August 12, 2012
  • Quality content once again political NGOs content makingSunday, August 12, 2012
  • Invite celebs for short clip Let them invite for your event political NGOs content makingSunday, August 12, 2012
  • Find an offline place where thoughts can be caught. Make it nice and show it online. political NGOs content makingSunday, August 12, 2012
  • Use available online services political NGOs content makingSunday, August 12, 2012
  • Find appropriate people who won’t be afraid to experiment with online communication the geeky NGOSunday, August 12, 2012
  • the geeky NGOSunday, August 12, 2012
  • Maybe, it’s time to experiment with some kind of liberal online service? the geeky NGOSunday, August 12, 2012
  • the geeky NGOSunday, August 12, 2012
  • an NGO Communication opportunitiesSunday, August 12, 2012
  • an NGO projectsSunday, August 12, 2012
  • an NGO Rule makers Supporters projectsSunday, August 12, 2012
  • general public an NGO Rule makers Supporters projectsSunday, August 12, 2012
  • general public Get supporters an NGO Rule makers Supporters projectsSunday, August 12, 2012
  • general public Get supporters Let know an NGO Rule makers about projects Supporters projectsSunday, August 12, 2012
  • general public Get supporters Let know an NGO Rule makers about projects Supporters Ask directly for social change projectsSunday, August 12, 2012
  • Let’s start our trip into the advertising hellSunday, August 12, 2012
  • Workshop time!Sunday, August 12, 2012
  • Making our own competitionSunday, August 12, 2012
  • practice flipchart or powerpointSunday, August 12, 2012
  • classified powerpointSunday, August 12, 2012
  • Could have That’s OK That’s great! been better 1 2 3Sunday, August 12, 2012
  • We are going to fight with clichés Why do you like traveling? I love meeting new peopleSunday, August 12, 2012
  • Warm-up Answer these questions avoiding clichés Why do you like traveling? Why does it make sense to engage in your local community life? Why homosexual couples should be allowed to get married? Get as many creative answers as possible!Sunday, August 12, 2012
  • Let’s step into the first circleSunday, August 12, 2012
  • Rule makers Supporters Everyday communication to NGO’s supportersSunday, August 12, 2012
  • Task 1 Choose three different Facebook fanpages which you find interesting and well edited and look at the two obligatory ones. What are they about? Explain briefly What makes them good? Explain briefly and find examples practice flipchart or powerpointSunday, August 12, 2012
  • Task 2 Find five Facebook posts that generated a lot of buzz What did make them successful or interesting? Explain briefly Why did people keep replying? What was their reactions? Explain briefly in bullet points practice flipchart or powerpointSunday, August 12, 2012
  • Task 3 Keeping in mind your conclusions form the last exercises make a list of 10 things that you would advice someone who administrates a LIBEK’s Facebook fanpage. Make it useful! classified powerpointSunday, August 12, 2012
  • Social media policySunday, August 12, 2012
  • Strategy doesn’t mean long boring pdfs. Keep it short, simple, clear and interesting or just even have a right person in the right place.Sunday, August 12, 2012
  • Improve Have a plan.Sunday, August 12, 2012
  • Get bigger Make some bigger activation at least once a month.Sunday, August 12, 2012
  • Ask Facebook is a great free research tool. But if you ask too many stupid questions, you may seem incompetent.Sunday, August 12, 2012
  • Admins should talk with with project managers how to improve communication of every day work of LIBEK.Sunday, August 12, 2012
  • Conclusions from data gathered by analytical tools should be drawn at least monthly. Ask a geeky person for a short report.Sunday, August 12, 2012
  • Rules Social media are powerful. People are not. Make dos and don’ts and drink responsibly.Sunday, August 12, 2012
  • thank you for todaySunday, August 12, 2012
  • SaturdaySunday, August 12, 2012
  • It’s time for the second circleSunday, August 12, 2012
  • Communication of NGO’s projects to the wider audience projectsSunday, August 12, 2012
  • Chinese EncyclopaediaSunday, August 12, 2012
  • The ancient Chinese created a very peculiar kind of encyclopaedia. They categorised objects in a very unconventional manner. For example, a turtle has been included into following groups: • Animals that support the Earth • Animals that look like walking helmets • Creatures that can be confused with a stone • Animals that shall not be put upside downSunday, August 12, 2012
  • Warm-up Feel like an Chinese encyclopaedia maker. How many funny categories of different types of LIBEK supporters can you create?Sunday, August 12, 2012
  • Task 1 Choose one of the LIBEK projects that you are currently working on or have worked recently Give basic information on the project practice flipchart or powerpointSunday, August 12, 2012
  • The aim of the project The main event of the project Groups of stakeholders people who: • are interested • are, could or should be involved What is they interest? • can be affected by the project • could have strong and clear opinion on the projectSunday, August 12, 2012
  • What is the most popular creative technique?Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • What is the most common mistake in the usage of this method?Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Task 2 What kind of online content can be produced in connection with the project? Conduct the brainstorm and prepare short creative presentation (10 slides max) Make it interesting! classified powerpointSunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Task 3 Prepare an online marketing activities calendar Make it precise! classified powerpointSunday, August 12, 2012
  • communication activities project events timelineSunday, August 12, 2012
  • communication activities project events timeline What kind of content Main distribution service Target audience The aim of the content How many people need to be engaged in production and who? How much time would it take to produce the content?Sunday, August 12, 2012
  • The very last circle...Sunday, August 12, 2012
  • general public an NGO Developing a proper advertising campaignsSunday, August 12, 2012
  • Preparations to write a proper briefSunday, August 12, 2012
  • Warm-up LIBEK is like an apple, Africa, a frog, Belgrade, Olympics, holiday, parents, a kiss, a monkey, a train, a tree, a football team, a TV show, a phone, a airplane, a Big Mac, a car engine, a classroom, water, love affair, Tomislav Nikolić, a piece of cake, can of Coke, a cloud, Goole Maps because ...Sunday, August 12, 2012
  • Write down on a paper the reason why you are a member/supporter of LIBEKSunday, August 12, 2012
  • Marketing Marketing Creative Product problem strategy Communication strategy idea Advertising or opportunitySunday, August 12, 2012
  • Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy or opportunitySunday, August 12, 2012
  • Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy or opportunity Digital strategies Digital strategies Digital strategiesSunday, August 12, 2012
  • Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies Display Digital strategies Social media Digital strategies BlogsSunday, August 12, 2012
  • Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies On-line Display service Digital strategies Social Social media policy media Digital strategies PR BlogsSunday, August 12, 2012
  • Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies On-line Display service Digital Mobile strategies Social Social media policy media Digital strategies PR BlogsSunday, August 12, 2012
  • Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies On-line Display service OOH Digital Mobile digital strategies Social Social media policy media Digital strategies PR BlogsSunday, August 12, 2012
  • Communication strategySunday, August 12, 2012
  • Communication strategySunday, August 12, 2012
  • Why do we communicate? Who do we communicate to? What would make our communication relevant? What do we say? Why someone would believe us?Sunday, August 12, 2012
  • Problem Who do we communicate to? What would make our communication relevant? What do we say? Why someone would believe us?Sunday, August 12, 2012
  • Problem Target group What would make our communication relevant? What do we say? Why someone would believe us?Sunday, August 12, 2012
  • Problem Target group Insight What do we say? Why someone would believe us?Sunday, August 12, 2012
  • Problem Target group Insight Main Message Why someone would believe us?Sunday, August 12, 2012
  • Problem Target group Insight Main Message Reason to believeSunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Each person reads his/her reasons of being engaged with LIBEK. Based on these statements, a group answers the question what is LIBEK general organisational goal?Sunday, August 12, 2012
  • Writing a proper briefSunday, August 12, 2012
  • Problem Reason to believeSunday, August 12, 2012
  • Angry liberalsSunday, August 12, 2012
  • Each group becomes an editing team of newspaper with clear and explicit liberal direction.Sunday, August 12, 2012
  • Each group becomes an editing team of newspaper with clear and explicit liberal direction. You spot the most important problems of Serbian society from the liberal perspective.Sunday, August 12, 2012
  • Each group becomes an editing team of newspaper with clear and explicit liberal direction. You spot the most important problems of Serbian society from the liberal perspective. You look for corruption and political scandals.Sunday, August 12, 2012
  • explicit liberal direction. You spot the most important problems of Serbian society from the liberal perspective. You look for corruption and political scandals. You operate on solid data and try to be very precise each time.Sunday, August 12, 2012
  • perspective. You look for corruption and political scandals. You operate on solid data and try to be very precise each time. You also try to be as much constructive as possible.Sunday, August 12, 2012
  • and political scandals. You operate on solid data and try to be very precise each time. You also try to be as much constructive as possible. So, if you see a problem, you try to find a proper, i.e. liberal, solution.Sunday, August 12, 2012
  • Task 1 You are preparing the front page for tomorrow edition. You need to prepare five headlines, five leads and one photo. Headlines and leads should be an essence of the problem that you noticed as liberals. You also need to write down how would you solve each of these problems. classified powerpointSunday, August 12, 2012
  • Main photo Five headlines Five leads Max. 5 sentences that introduce the problem and starts an article. + Five solutionsSunday, August 12, 2012
  • thank you for todaySunday, August 12, 2012
  • SundaySunday, August 12, 2012
  • Target groupSunday, August 12, 2012
  • To be like a psychologistSunday, August 12, 2012
  • Task 2a It’s time to figure out who are the people interested in the social issue chose in the latest task. Find as many groups of people who would be affected by the solution as possible. Each of them has to be classified according to the reaction as: love it, like it, don’t like it or hate it. classified powerpointSunday, August 12, 2012
  • Task 2b Now, it’s a moment to make more detailed description of the target groups. You need to choose those who you would like to communicate to and prepare personas Persona is a detailed psychological description of a typical member of each groups. Start with selecting a name and picture. Describe how old is he/she, what is his/hers occupation, what is his/her mindset and at the end what would be his/her attitude to solution that they proposed. classified powerpointSunday, August 12, 2012
  • InsightSunday, August 12, 2012
  • Chatting over a pint of beerSunday, August 12, 2012
  • Task 3 Imagine a situation of meeting your personas. You should prepare a shot scenario of a chat between two people who don’t know each other, have just met in a pub and start a nice conversation about current affairs in Serbia. The main topic is the social problem that you chose to work on and the LIBEK’s solution. One of the characters is an inquisitive, but neutral Asker and the other is a talkative Persona who is really eager to share his/her opinions. classified powerpointSunday, August 12, 2012
  • Main messageSunday, August 12, 2012
  • Sunday, August 12, 2012
  • Sunday, August 12, 2012
  • Task 4 You’ve got: a problem, a solution, target groups and insight. It’s time to decide what would be the main message of the campaign. Just answer the question: What would you tell your target groups to persuade them to your solution? classified powerpointSunday, August 12, 2012