NESTA Take12 Uk Deck

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The preseantion I took the indepedent film producers/ distributors through at http://www.nesta.org.uk/areas_of_work/creative_industries/film/take_12

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NESTA Take12 Uk Deck

  1. 1.
  2. 2. The <br />W.W.W.W.<br />
  3. 3. The Worrisome <br />World Wide Web <br />Or <br />The Wondrous <br />World Wide Web ?<br />
  4. 4. Successful marketing (in any arena) is based upon:<br />Consumer Understanding<br />
  5. 5. W<br />W<br />W<br />W<br />Who?<br />What?<br />Which?<br />Where?<br />
  6. 6. W<br />W<br />W<br />W<br />Who to talk to?<br />What to provide?<br />Which arenas?<br />Where to find you?<br />
  7. 7.
  8. 8.
  9. 9. Define<br />Our task was twofold; to encourage more people to cycle, and make the roads safer for cyclists. We also needed to amplify a limited budget to push TfL’s message to the largest possible audience.<br />Design<br />We created an awareness test film, ‘Do the Test’ which illustrated how difficult it is to see cyclists when concentrating on other things on the road. <br />We then used social media optimisation and marketing to target niche and mass market communities simultaneously.<br />Deliver<br />A viral giant: millions of views, acres of discussion and comment, tributes & reach beyond anything offline could have delivered.<br />Won Gold Film Lion at Cannes 2008 and IMA – Best use of viral marketing (Interactive Marketing and Advertising Awards).<br />
  10. 10. W<br />Who?<br />
  11. 11. London<br />Cyclists<br />&<br />Motorists<br />
  12. 12. W<br />W<br />Who?<br />What?<br />
  13. 13.
  14. 14. W<br />W<br />W<br />Who?<br />What?<br />Which?<br />
  15. 15.
  16. 16. W<br />W<br />W<br />W<br />Who?<br />What?<br />Which?<br />Where?<br />
  17. 17.
  18. 18.
  19. 19. Define<br />The new range of hairstyling products from Brylcreem, b:, focus on taking hairstyling back to basics with a “less is more” philosophy. <br />Design<br />In a first for MySpace we recruited the star of our ad from videos of effortlessly executed tricks uploaded to the site. <br />Deliver<br />With over 1000 myspace friends and viewings above 50,000 for the top submissions the ad has generated a huge buzz before it has even aired. <br />Our ad was named Pick of the Week in Campaign and Zoo Magazine’s ‘Coolest Ad of the Year’. It was awarded two D&AD Yellow Pencils, Gold at the Creative Circle Awards and claimed Silver at the British Television Advertising Awards. <br />
  20. 20. W<br />Who?<br />
  21. 21. Young men who aspire to Effortless Cool<br />
  22. 22. W<br />W<br />Who?<br />What?<br />
  23. 23.
  24. 24. W<br />W<br />W<br />Who?<br />What?<br />Which?<br />
  25. 25.
  26. 26. W<br />W<br />W<br />W<br />Who?<br />What?<br />Which?<br />Where?<br />
  27. 27. W<br />W<br />W<br />W<br />Who?<br />What?<br />Which?<br />Where?<br />
  28. 28. So is it now…<br />The Wondrous <br />World Wide Web ?<br />
  29. 29.
  30. 30. Appendix<br />
  31. 31.
  32. 32. W<br />Who?<br />
  33. 33. W<br />W<br />Who?<br />What?<br />
  34. 34. W<br />W<br />W<br />Who?<br />What?<br />Which?<br />
  35. 35. W<br />W<br />W<br />W<br />Who?<br />What?<br />Which?<br />Where?<br />

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