EL/WLA Interactive Gaming Seminar Henrik Berger Jørgensen Director Mindshare THE BIG SHIFT   in CULTURE and MARKETING
CAMPAIGN AIMED AT … MESSAGE Weight? Active Passive SENDER TARGET THE WHOLE TRUTH START STOP
 
25 TIMES IN 50 MINUTES ’ BRIDGE TO THE FUTURE’   AUGUST 29, 1996
10 YEARS LATER
” THE AGE OF  INTERRUPT  AND  REPEAT  IS OVER.” Niall Fitzgerald ,  former CEO Unilever Seth Godin in 1999: 1) Attention i...
9 WHITE LIES and 1 BIG FAT ONE Image by  fenchurch /flickr.com ‘ the white lie is told to avoid the harmful realistic impl...
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
WE ARE IN CONTROL Image by  jessiefish/flickr.com The Big Fat One
 
 
<ul><li>Will never read a newspaper but attracted to some magazines </li></ul><ul><li>Will never own a land-line phone (an...
1 MILLION SALES IPOD  2 YEARS IPHONE  74 DAYS IPHONE 3G  ??? Image by  niallkennedy/flickr.com
1 MILLION SALES IPOD  2 YEARS IPHONE  74 DAYS IPHONE 3G  3 DAYS Image by  niallkennedy/flickr.com
HAVE WE EVER HAD CONTROL?
MARKET SHARES DO NOT CHANGE MUCH SHARE OF LOYALISTS STABIL MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE MOST CAMPAIGNS ARE W...
ATTENTION INTEREST DESIRE ACTION PERSUASION
WEAK FORCE OR STRONG FORCE?
GREATEST CHALLENGE: LET GO Image by  shengung lin/flickr.com
 
 
JOGA BONITA IS THE WAY I PLAY MY GAME IT’S SHAPED BY STREETS, BY BEACHES BY CAR PARKS, BY ALLEY WAYS AND PARKS. I BELIEVE ...
 
 
 
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
CYBERSPACE IS SOMETHING ELSE
’ THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’ Jeffrey Cole,  Center for the Digital Future  at USC Annen...
 
 
 
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
TV IS DEAD
” The role of traditional media is more limited than ever before.  Our ad messages co-exist alongside thousands of other v...
 
<ul><li>” The online space isn’t remotely developed enough – nor will it  </li></ul><ul><li>be anytime soon – to: </li></u...
’ RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’ Center for the Digital Future  at USC Annenberg...
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
CLICKS ARE ALL THAT COUNT
 
Image by  jessielein/flickr.com SHORT-TERM NO HISTORY NO FUTURE NO BRAND EQUITY REPETITIOUS PREDATOR/PREY MODEL NO COMMUNI...
OPTIMIZE OR INNOVATE? ACCOUNTABILITY OR EFFECTIVENESS?
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
IT’S ALL ABOUT TECHNIQUE Image by  bronx/flickr.com
 
 
 
 
 
 
 
WHY WOULD SOMEONE SPEND TIME ON … WHY WOULD SOMEONE BE INTERESTED IN … HOW EXCITING IS THE SAME THING EVERY TIME CAN YOU E...
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
BRANDS SHOULD NEVER CHANGE
 
 
 
 
 
Image by  thomashawk/flickr.com BRAND POLICE
LARRY LIGHT: BRAND JOURNALISM
Product Price Place Concept Product Price Place Promotion JAN RIJKENBERG: CONCEPT BRANDS
JOHN GRANT: DYNAMIC CULTURAL MOLECULES
ADAM MORGAN: LIGHTHOUSE IDENTITY
 
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
IMAGE IS EVERYTHING
FROM  AT  TO  FOR FROM AVOIDANCE TO CONNECTION
 
 
 
 
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
TARGET TARGET GROUPS
”  The tricky thing to come to terms with is putting away your medallions and teeth whitening toothpaste and learning to  ...
 
 
 
 
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
BIG IS BEAUTIFUL
BOWLING OR PINBALL ADVERTISING? Matias Palm-Jensen , Farfar Image by  kapungo/flickr.com
IDEAS PEOPLE LOVE TO SHARE
1 OF 20 IDEAS YEAR 1: 36 MILLION YEAR 2: 193 MILLION 30% MORE LIKELY TO BUY EMAIL FOLLOW-UP
 
35.000 APPLICANTS 200 COUNTRIES THE PR, THE PR
 
The big fat one: HAVE WE EVER HAD CONTROL? NO SO LET GO
1. Cyberspace is something else Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change ...
Image by threeerin and  robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is ...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is ...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is ...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Image is everything...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing ima...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing ima...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing ima...
Image by threeerin and  robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing ima...
 
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World Lottery Association: Interactive Gaming Seminar

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World Lottery Association: Interactive Gaming Seminar

  1. 1. EL/WLA Interactive Gaming Seminar Henrik Berger Jørgensen Director Mindshare THE BIG SHIFT in CULTURE and MARKETING
  2. 2. CAMPAIGN AIMED AT … MESSAGE Weight? Active Passive SENDER TARGET THE WHOLE TRUTH START STOP
  3. 4. 25 TIMES IN 50 MINUTES ’ BRIDGE TO THE FUTURE’ AUGUST 29, 1996
  4. 5. 10 YEARS LATER
  5. 6. ” THE AGE OF INTERRUPT AND REPEAT IS OVER.” Niall Fitzgerald , former CEO Unilever Seth Godin in 1999: 1) Attention is a scarce 2) Interrupters are the bad guys
  6. 7. 9 WHITE LIES and 1 BIG FAT ONE Image by fenchurch /flickr.com ‘ the white lie is told to avoid the harmful realistic implications of the truth’ (wiki)
  7. 8. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  8. 9. WE ARE IN CONTROL Image by jessiefish/flickr.com The Big Fat One
  9. 12. <ul><li>Will never read a newspaper but attracted to some magazines </li></ul><ul><li>Will never own a land-line phone (and maybe not a watch) </li></ul><ul><li>Will not watch television on someone else’s schedule </li></ul><ul><li>Trust unknown peers more than experts </li></ul><ul><li>Little interest in the source of information </li></ul><ul><li>Community at the center of Internet experience </li></ul><ul><li>Everything will move to mobile </li></ul><ul><li>Television dominates less than any generation before </li></ul><ul><li>Want to move content freely from platform to platform with no restrictions </li></ul><ul><li>Want to be heard </li></ul><ul><li>Use Instant Messaging. Think e-mail is for their parents </li></ul>Center for the Digital Future at USC Annenberg School
  10. 13. 1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G ??? Image by niallkennedy/flickr.com
  11. 14. 1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G 3 DAYS Image by niallkennedy/flickr.com
  12. 15. HAVE WE EVER HAD CONTROL?
  13. 16. MARKET SHARES DO NOT CHANGE MUCH SHARE OF LOYALISTS STABIL MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE MOST CAMPAIGNS ARE WALLPAPER STRONG DIRECT MAIL RESPONSE 4% AVERAGE CLICKRATE 0,1%
  14. 17. ATTENTION INTEREST DESIRE ACTION PERSUASION
  15. 18. WEAK FORCE OR STRONG FORCE?
  16. 19. GREATEST CHALLENGE: LET GO Image by shengung lin/flickr.com
  17. 22. JOGA BONITA IS THE WAY I PLAY MY GAME IT’S SHAPED BY STREETS, BY BEACHES BY CAR PARKS, BY ALLEY WAYS AND PARKS. I BELIEVE THAT DIVING IS FOR THE SWIMMING POOL AND ARGUING FOR POLITICIANS. I SEE YOUR OFF-SIDE TRAP AS A SAD ATTEMPT TO COVER FOR LACK OF SPEED YOUR DIVING JUST PROVES THAT YOUR FINISHING TOUCH IS AS WEAK AS THE TV RECEPTION IN MONGOLIA. I PLAY MY FOOTBALL WITH MY ACCENT. WITH MY STYLE AND MY JOY. I AM AS LOCAL AS THE WEATHER. THIS IS MY GAME.
  18. 26. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  19. 27. CYBERSPACE IS SOMETHING ELSE
  20. 28. ’ THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’ Jeffrey Cole, Center for the Digital Future at USC Annenberg School
  21. 32. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  22. 33. TV IS DEAD
  23. 34. ” The role of traditional media is more limited than ever before. Our ad messages co-exist alongside thousands of other voices that consumers trust more, like their peers. In the past marketing went deeper into the funnel, beginning with awareness and continuing into consideration and preference. But now the the drivers of consideration and preference hva shifted in roves to the web and social media, confining traditional media to mer awareness drivers.” Bob Greenberg, Adweek
  24. 36. <ul><li>” The online space isn’t remotely developed enough – nor will it </li></ul><ul><li>be anytime soon – to: </li></ul><ul><ul><li>absorb the advertisng budgets of the top 100 marketers </li></ul></ul><ul><ul><li>match the reach of traditional media or </li></ul></ul><ul><ul><li>fulfil the content desires of the audience” </li></ul></ul><ul><li>Bob Garfield , Adage </li></ul>Marketing & Media Ecosystem 2010/Booz & Company INTEREST IN TWO-WAY MEDIA
  25. 37. ’ RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’ Center for the Digital Future at USC Annenberg School
  26. 38. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  27. 39. CLICKS ARE ALL THAT COUNT
  28. 41. Image by jessielein/flickr.com SHORT-TERM NO HISTORY NO FUTURE NO BRAND EQUITY REPETITIOUS PREDATOR/PREY MODEL NO COMMUNICATION EFFECTS
  29. 42. OPTIMIZE OR INNOVATE? ACCOUNTABILITY OR EFFECTIVENESS?
  30. 43. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  31. 44. IT’S ALL ABOUT TECHNIQUE Image by bronx/flickr.com
  32. 52. WHY WOULD SOMEONE SPEND TIME ON … WHY WOULD SOMEONE BE INTERESTED IN … HOW EXCITING IS THE SAME THING EVERY TIME CAN YOU EXPECT ENGAGEMENT WITHOUT BEING ENGAGED … WHY WOULD SOMEONE CARE, IF … DOESN’T CARE ABOUT ANYTHING WHAT TYPE OF ENGAGEMENT DO YOU GET IF YOU TRY TO CONTROL IT WHY WOULD SOMEONE TALK ABOUT … IS IT ALL ABOUT TECHNIQUE?
  33. 53. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  34. 54. BRANDS SHOULD NEVER CHANGE
  35. 60. Image by thomashawk/flickr.com BRAND POLICE
  36. 61. LARRY LIGHT: BRAND JOURNALISM
  37. 62. Product Price Place Concept Product Price Place Promotion JAN RIJKENBERG: CONCEPT BRANDS
  38. 63. JOHN GRANT: DYNAMIC CULTURAL MOLECULES
  39. 64. ADAM MORGAN: LIGHTHOUSE IDENTITY
  40. 66. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  41. 67. IMAGE IS EVERYTHING
  42. 68. FROM AT TO FOR FROM AVOIDANCE TO CONNECTION
  43. 73. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  44. 74. TARGET TARGET GROUPS
  45. 75. ” The tricky thing to come to terms with is putting away your medallions and teeth whitening toothpaste and learning to take an interest in your customers lives .” John Grant Image by prozaciswack/flickr.com
  46. 80. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  47. 81. BIG IS BEAUTIFUL
  48. 82. BOWLING OR PINBALL ADVERTISING? Matias Palm-Jensen , Farfar Image by kapungo/flickr.com
  49. 83. IDEAS PEOPLE LOVE TO SHARE
  50. 84. 1 OF 20 IDEAS YEAR 1: 36 MILLION YEAR 2: 193 MILLION 30% MORE LIKELY TO BUY EMAIL FOLLOW-UP
  51. 86. 35.000 APPLICANTS 200 COUNTRIES THE PR, THE PR
  52. 88. The big fat one: HAVE WE EVER HAD CONTROL? NO SO LET GO
  53. 89. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
  54. 90. Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  55. 91. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  56. 92. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  57. 93. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  58. 94. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  59. 95. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  60. 96. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  61. 97. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
  62. 98. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People applaud good advertising NOW UPDATED 1. Cyberspace and RL the same

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