Brandhome returned to the Miami Ad School to assist the students with one of the most challenging briefings of the entire quarter. The students were asked to brand and campaign Wharton Business School’s latest book, Beyond Advertising. The book serves as the basis for the new Wharton Future of Advertising Program. Once again we reminded the students that there is nothing as important as a solid strategic foundation for channelling their big future of advertising ideas. The students tackled the briefing with our guidance – involvement is what it’s all about – and came up with some strong creative output.

1. Wharton University
Directing the Connected
Human Experience
February 2016

2. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2
WHARTON UNIVERSITY
Team

3. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3
WHARTON UNIVERSITY
Team
Brenda Fernandez:
brenda_fernandez@miami_adschool.net
786.339.0095
CW
Joel Rivera:
joel_rivera@miami_adschool.net
787.702.8275
CW
Victor Quintana:
victor_quintana@miami_adschool.net
786.302.9253
AD
Rajiv Somepalli:
rajiv_somepalli@miami_adschool.net
605.660.0041
AD

4. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved4
WHARTON UNIVERSITY
Debriefing

5. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved5
WHARTON UNIVERSITY
Debriefing
Appeal to marketing/advertising industry
Raise awareness about mastering the Forces of Change
Educate brands, people, and society of the Value Creation Model
Connect audiences via touch points
Implement deliverables to update and refresh knowledge

6. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved6
WHARTON UNIVERSITY
Strategic insights

7. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7
WHARTON UNIVERSITY
Strategic insights
Interactivity leads to a high performing community
between people, brands and the world they live in

8. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8
WHARTON UNIVERSITY
Strategic insights - KPI’s
Estimated Daily Traffic in Time Square: 330,000
The Wharton School Facebook: 790,285
Wharton Instagram: 10,000
UPenn Student Body: 24,630
Wharton Twitter: 184,000
Estimated KPI: 1,338,915 reach

9. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved9
WHARTON UNIVERSITY

10. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10
WHARTON UNIVERSITY
The BIG idea

11. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11
WHARTON UNIVERSITY
The BIG idea - Rationale
Advertising in 2020 will not be “buy me” it will be “join me”
We will no longer be persuaders
We will be listeners, informers, entertainers, nurturers and builders
of brand citizenship
Creating a brand that is “buoyant” for the future

12. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved12
WHARTON UNIVERSITY
The BIG idea - Creative platform
“Directing the Connected
Human Experience”

13. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved13
WHARTON UNIVERSITY
Creative output

14. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved14
WHARTON UNIVERSITY
Creative output
Augmented reality poster
Ad space posters
Interactive app
Application video
Whiteboard magnets
Facebook post
Twitter based book launch campaign
Instagram post
Infographic video

15. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved15
WHARTON UNIVERSITY
An easy way to interact
with the brand
-Augmented Reality
-Downloadable code for the App
-Instructions for possible book discount

16. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved16
WHARTON UNIVERSITY

17. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved17
WHARTON UNIVERSITY
The App turns the
Road Map into an
On-The-Go reference
for any professional.
-Updates with new information
-Sends you news articles on whats going
on in the Advertising world
-Camera that senses the augmented
reality code on the posters

18. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved18
WHARTON UNIVERSITY

19. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved19
WHARTON UNIVERSITY
App Video

20. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved20
WHARTON UNIVERSITY

21. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved21
WHARTON UNIVERSITY
Facebook Campaign

22. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved22
WHARTON UNIVERSITY

23. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved23
WHARTON UNIVERSITY
Twitter
Campaign

24. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved24
WHARTON UNIVERSITY
Instagram Campaign

25. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved25
WHARTON UNIVERSITY
Infographic
Video

26. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved26
WHARTON UNIVERSITY
Reflection

27. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved27
WHARTON UNIVERSITY
The book “beyond Advertising: Creating Value Through All Customer
Touchpoints” is an essential tool in the marketing/advertising
industry including those that need to be advertised.
There has to be a major transformation and this set of concepts will
guide you towards the future.
Implementing the App will: Serve as a guide to understand the
Forces of Change, build a network of likeminded people, and keep
them on the path of creating a brand with purpose.
What we learned from this case so far...

28. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved28
WHARTON UNIVERSITY
Recommendations
The need for action is there, but if the model of all Touchpoints is
about connecting them, the book won’t reach the target by staying
behind the title. Wharton University shouldn’t be thought of as
just a library because even knowledge without a recipient is just
interesting words.
The best way to harness the forces of change is throughout our
combination of deliverables because they take risks, support the
shift in gears the book proposes and keeps the reader connected
with new ways of putting this mindset in action.

29. identity driven brand building®
strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com