Marc Vroonen - Cross Media: een blik achter de schermen

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Marc Vroonen - Cross Media: een blik achter de schermen

  1. 1. Een achter de schermen vanby Marc Vroonen
  2. 2. creative media project developmentcreative media strategy & planningmedia, event & personality sponsorshipa/v creativity: non-spot advertising;short & advertising funded programming;cross-media; product placement/integration & bartering;VRT-alliance expertAV-tracking – ROI Measurementbrand & field activation19 years of creative media use experiencepioneer of Viking TV (SBS Belgium) – ‘95-’98head of Aegis sponsorship – ‘99 – ‘09exclusive Mediabrands partnership ‘10 – 02/’12The Pool: since 03/201244, 3 kids, leuven
  3. 3. PAIDOWNED EARNED
  4. 4. CONVERGENCE
  5. 5. • Push Market > Interactive Technology Market• Social Media, tablet, smart become standard media tools• Conversation Mgt & Social Media break through• Consumer & Content are critical Kings• Mono-Media is Dead• Multiple media touch points with 1 goal• (Long Term) Engagement• Create a Brand & Consumer Experience• Advertisers seek originality & Creativity (always have)• Are Open towards Cross-Media• Traditional Media are under pressure• Time Shifting / Digitalisation / Consumption / Fragmentationanno 2013
  6. 6. 10 COMMANDEMENTS OF CROSS-MEDIAgoesting!
  7. 7. 10 COMMANDEMENTS OF CROSS-MEDIAcreativity
  8. 8. 10 COMMANDEMENTS OF CROSS-MEDIAcredentials
  9. 9. 10 COMMANDEMENTS OF CROSS-MEDIAideas
  10. 10. How difficult is it to be simplevincent van gogh
  11. 11. 10 COMMANDEMENTS OF CROSS-MEDIAknowledge
  12. 12. 10 COMMANDEMENTS OF CROSS-MEDIAneutrality
  13. 13. June 3, 2013 - 18
  14. 14. 10 COMMANDEMENTS OF CROSS-MEDIAselectivity
  15. 15. 10 COMMANDEMENTS OF CROSS-MEDIAspoc(diplomacy)
  16. 16. 10 COMMANDEMENTS OF CROSS-MEDIAtransparency
  17. 17. 10 COMMANDEMENTS OF CROSS-MEDIA
  18. 18. 10 COMMANDEMENTS OF CROSS-MEDIAbelieve!
  19. 19. 10 COMMANDEMENTS OF CROSS-MEDIAGoesting!CreativityCredentialsIdeasMedia knowledgeNeutralitySelectivitySPoCTransparencyBelieve!
  20. 20. Q4 2011 Q1/Q2 2012 Q4 2012BrantanoVIJF Nationale SchoenendagenQ1/Q2 2013+ Brantano owned channels
  21. 21. Brantano – VIJF Nationale Schoenendagen ‘12
  22. 22. BriefingCreate a cross-media campaign for the launch of the new generation of roofwindows at Batibouw. Highlight the key benefit of a roof window: More Daylight!Increase number of Facebook Friends.ConceptDe Daglichtgids is a national Mini-Mag (NL & FR) of 12 pages full of productbenefits, examples & tips & tricks by Michèle Van Sébroeck! The Mini-mag isdistributed by a national selection of magazines and is in line with a series of TV-infomercials and an online dossier. Mini-Mag has also been distributed at Batibouw.Play & Win a trip to Sweden!viervijfNieuwsblad.beVijf.beLibelleFemmesd’Aujourd’huiMoustiqueHUMOFeeling WonenGael MaisonVelux – De daglichtgidsResultSuccessful Batibouw campaign. Very high Play & Win participation.+5.000 Facebook friends within 2 weeks time.February – March 2013Winner Communication Award Batibouw 2013
  23. 23. BriefingThe project started with a pro-active idea from Corelio Connect and has beenbroadened to a cross-media project by The Pool.ConceptEfteling Pyjama Party is a creative, multi-platform play & win. Kids can win anexceptional adventure in Efteling with visit, stay over & Pyjama Party at Efteling forfamily & best friends.At the dedicated website, kids had to create their ideal Pyjama + motivation to win.Afterwords, a mini-program has been made of the adventures.We address to the kids & the parentsvijfnickelodeonNieuwsblad.bevijf.benickelodeon.beHet NieuwsbladMagazineEfteling – Pyjama PartyResultWe have received over 11.000 Pyjama-creations during the 2 weeks active period.March 2013JommekeskrantHet Nieuwsbladwww.jommekeskrant.be b Woensdag 27maart 2013JillShaw‘Ik laat nietalles vallenvoor muziek’Wie wordtnieuwegezicht vanDVD’sK3WIN!EXCLUSIEF:DE10KANDIDATEN!LienVan deKelderFoto:GOEDEFROITMUSICopavontuur inTed en deSchat vande Mummie
  24. 24. * via www.thepool.be

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