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Hello.
We are
an agency
that combines
evidence-based
marketing with
powerful creativity
to make memorable
brands.
We are
ScienceFiction
So...
What’s with the name?
Well,
let’s start with
the science.
The science tells
us that advertising
is history.
It doesn’t matter if a
consumer has seen your
banner ad, watched your
TVC or heard your radio spot,
afterwards it’s all in...
And how they recall that history
is purely dependant upon the
strength of the memories each
of those ads has created.
That’s why
we’ve dispensed with the
purchase funnel and use
the much more accurate
Memory Timeline.
MEMORY
STRENGTH
TIME
This shows us that
the effects of advertising are spread over time.
BUILDING MEMORIES REFRESHING MEMORIES
MEMORY
STRENGTH
TIME
To make these memories work for you,
it’s important that you re...
So how do you
make a memorable brand?
Well,
that will help
explain the Fiction.
To make a memorable
brand you need:
Powerful insights and
ideas that surprise,
get noticed by and connect
with a broad aud...
insight
the
that
A visit to a national park
like Scenic World is
amazing because it makes
you feel small again.
A feeling that was expressed through an integrated campaign
across OOH, Radio and social.
insight
the
that
We buy soft drinks to give us a
refreshing kick when a heated
moment is making us feel thirsty.
View the 360 video at http://bit.ly/2s6tjY9
Just like an escape to a virtual world through a 360° video.
insight
the
that
An honest soft drink is refreshing.
Which is exactly what you’re after
when you pick one up.
And nothing is more refreshing than a campaign that reveals
the clichés other soft drinks rely upon.
insight
the
that
Knowing that you can get trustworthy
advice before making a purchase
decision is a liberating feeling.
View the video at https://vimeo.com/79752018
So liberating you’re free to daydream about eagle-winged rainbow-emitting goa...
insight
the
that
Most people have no real idea
about how fresh their supermarket’s
fresh food really is.
View the video at https://vimeo.com/97111877
But if supermarkets definitions of fresh food aren’t all equal, how do you pr...
insight
the
that
Being a new parent isn’t all kisses
and smiles. Every day is filled
with new challenges and questions.
View the video at https://vimeo.com/85784040
We used this perspective and a baby’s POV to tap into situations
that new par...
Want to find out more about
making a brand memorable?
Get in touch:
sciencefiction.agency matt@sfiction.agency alex@sficti...
© Copyright ScienceFiction 2017.
No part of this presentation may be reproduced or used in any form without the prior writ...
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ScienceFiction - Introduction

Hello, we're ScienceFiction. An advertising agency that combines evidence-based marketing with powerful creative to make memorable brands. This is an introduction into some of the science and fiction of our work.

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ScienceFiction - Introduction

  1. 1. Hello.
  2. 2. We are an agency that combines evidence-based marketing with powerful creativity to make memorable brands.
  3. 3. We are ScienceFiction
  4. 4. So... What’s with the name?
  5. 5. Well, let’s start with the science.
  6. 6. The science tells us that advertising is history.
  7. 7. It doesn’t matter if a consumer has seen your banner ad, watched your TVC or heard your radio spot, afterwards it’s all in their past.
  8. 8. And how they recall that history is purely dependant upon the strength of the memories each of those ads has created.
  9. 9. That’s why we’ve dispensed with the purchase funnel and use the much more accurate Memory Timeline.
  10. 10. MEMORY STRENGTH TIME This shows us that the effects of advertising are spread over time.
  11. 11. BUILDING MEMORIES REFRESHING MEMORIES MEMORY STRENGTH TIME To make these memories work for you, it’s important that you refresh them as well as build new ones.
  12. 12. So how do you make a memorable brand?
  13. 13. Well, that will help explain the Fiction.
  14. 14. To make a memorable brand you need: Powerful insights and ideas that surprise, get noticed by and connect with a broad audience.
  15. 15. insight the that
  16. 16. A visit to a national park like Scenic World is amazing because it makes you feel small again.
  17. 17. A feeling that was expressed through an integrated campaign across OOH, Radio and social.
  18. 18. insight the that
  19. 19. We buy soft drinks to give us a refreshing kick when a heated moment is making us feel thirsty.
  20. 20. View the 360 video at http://bit.ly/2s6tjY9 Just like an escape to a virtual world through a 360° video.
  21. 21. insight the that
  22. 22. An honest soft drink is refreshing. Which is exactly what you’re after when you pick one up.
  23. 23. And nothing is more refreshing than a campaign that reveals the clichés other soft drinks rely upon.
  24. 24. insight the that
  25. 25. Knowing that you can get trustworthy advice before making a purchase decision is a liberating feeling.
  26. 26. View the video at https://vimeo.com/79752018 So liberating you’re free to daydream about eagle-winged rainbow-emitting goats.
  27. 27. insight the that
  28. 28. Most people have no real idea about how fresh their supermarket’s fresh food really is.
  29. 29. View the video at https://vimeo.com/97111877 But if supermarkets definitions of fresh food aren’t all equal, how do you prove it?
  30. 30. insight the that
  31. 31. Being a new parent isn’t all kisses and smiles. Every day is filled with new challenges and questions.
  32. 32. View the video at https://vimeo.com/85784040 We used this perspective and a baby’s POV to tap into situations that new parents could instantly relate to. If you need support or advice through your pregnancy, birth or the first year of motherhood call 1800 882 436 to access our information and free confidential counselling service or visit www.pregnancybirthbaby.org.au When the tough moments outnumber the precious ones we’ll be there. WS_NHC0034_PBB_MB_1 If you need support or advice through your pregnancy, birth or the first year of motherhood call 1800 882 436 to access our information and free confidential counselling service or visit www.pregnancybirthbaby.org.au When your baby isn’t the only one crying we’ll be there. WS_NHC0034_PBB_MB_2
  33. 33. Want to find out more about making a brand memorable? Get in touch: sciencefiction.agency matt@sfiction.agency alex@sfiction.agency www
  34. 34. © Copyright ScienceFiction 2017. No part of this presentation may be reproduced or used in any form without the prior written permission of ScienceFiction.

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Hello, we're ScienceFiction. An advertising agency that combines evidence-based marketing with powerful creative to make memorable brands. This is an introduction into some of the science and fiction of our work.

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