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Fibonacci creativity3

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Andrei Dragu, Business Development Director, V8

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Fibonacci creativity3

  1. 1. the Fibonacci CREATIVITY (tomorrow’s fuel) If by chance I have omitted anything more or less proper or necessary, I beg forgiveness, since there is no one who is without fault and circumspect in all matters.
  2. 2. THE FIBONACCI CREATIVITY Known as Fibonacci, and Leonardo of Pisa, Leonardo Pisano Bigollo, Leonardo Fibonacci—was an Italian mathematician, considered to be "the most talented Western mathematician of the Middle Ages”. Fibonacci popularized the Hindu–Arabic numeral system to the Western World primarily through his composition in 1202 of Liber Abaci (Book of Calculation). Leonardo Bonacci (c. 1175 – c. 1250)
  3. 3. before we get into any technicalities the FIBONACCI CREATIVITY refers to 2 main attributes that organically influenced and will continue to influence the world and this means the ad industry as well The Fibonacci sequence evolves as the past elements are summed up in order to create a new element of the future. EVOLUTION The ratio between the present element and its immediate past neighbor is also known as the golden ratio (phi). BEAUTY
  4. 4. EVOLUTION In mathematics, the Fibonacci numbers are the numbers in the following integer sequence, called the Fibonacci sequence, and characterized by the fact that every number after the first two is the sum of the two preceding ones: 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, … Fibonacci sequenceTV f YP E rint ou tube acebookvents WCRM L eb siteoyalty paid asset owned asset BD
  5. 5. EVOLUTION Your brand starts life in one or a few media outlets but as it grow your presence start to increase and diversify. Brand ecosystemTV P E rint vents paid asset
  6. 6. EVOLUTION Your brand starts life in one or a few media outlets but as it grow your presence start to increase and diversify. Brand ecosystemTV P E rint vents paid asset f Y ou tube acebook W eb site owned asset
  7. 7. EVOLUTION Your brand starts life in one or a few media outlets but as it grow your presence start to increase da diversify. It will also evolve from a paid centric focus to a more mature owned territory. Brand ecosystemTV f YP E rint ou tube acebookvents WCRM L eb siteoyalty paid asset owned asset
  8. 8. EVOLUTION Your brand starts life in one or a few media outlets but as it grow your presence start to increase da diversify. It will also evolve from a paid centric focus to a more mature owned territory. Brand ecosystemTV f YP E rint ou tube acebookvents W eb site paid asset owned asset CRM L oyalty
  9. 9. EVOLUTION Your brand starts life in one or a few media outlets but as it grow your presence start to increase da diversify. It will also evolve from a paid centric focus to a more mature owned territory. And using experience from the past ( , ) you’ll build the future ( ). Brand ecosystemTV f YP E rint ou tube acebookvents WCRM L eb siteoyalty paid asset owned asset
  10. 10. EVOLUTION Your brand starts life in one or a few media outlets but as it grow your presence start to increase da diversify. It will also evolve from a paid centric focus to a more mature owned territory. And using experience from the past ( , ) you’ll build the future ( ). By gathering relevant data into an owned data repository you’ll maximize investment across media outlets and find out the benefits of owning and analyzing big data. Brand ecosystemTV f YP E rint ou tube acebookvents WCRM L eb siteoyalty paid asset owned asset BD
  11. 11. EVOLVE FROM TARGET to … A target market is a select group of potential or current consumers, which a business decides to aim its marketing and advertising strategies at in order to sell a product or service. Example: AGE 30-55 SEX Male EDUCATION High JOB Fashion LIKES Cars
  12. 12. EVOLVE FROM TARGET to PERSONAS Personas are character sketches which represent a typical member of one customer segment and highlights their needs, goals and behaviors. Example: NAME AL BUNDY AGE 55 SEX Male EDUCATION High (dropped out) JOB Fashion (Shoe salesman) LIKES Cars EMAIL
  13. 13. BEAUTY In mathematics, two quantities are in the golden ratio if their ratio is the same as the ratio of their sum to the larger of the two quantities. Expressed algebraically, for quantities a and b with a > b > 0. Relationship to Fibonacci sequence Golden ratio
  14. 14. BEAUTY It appears around us in our daily lives, even in our aesthetic views. Studies have shown that when test subjects view random faces, the ones they deem most attractive are those with solid parallels to the Golden ratio. ALSO appears in: Flower petals, Seed heads, Pinecones, Tree branches, Web design, Shells, Spiral galaxies, Hurricanes, Fingers, Animal bodies, DNA molecules, Art, Music, Photography … Golden ratio
  15. 15. BEAUTY If you're looking for a way to draw more attention to the crucial elements in your photographic composition, the Fibonacci Ratio offers a way to direct your viewers eye to the critical parts of your photo. ALSO appears in: Flower petals, Seed heads, Pinecones, Tree branches, Web design, Shells, Spiral galaxies, Hurricanes, Fingers, Animal bodies, DNA molecules, Art, Music, Photography … Golden ratio
  16. 16. BEAUTY If you're looking for a way to draw more attention to the crucial elements in your photographic composition, the Fibonacci Ratio offers a way to direct your viewers eye to the critical parts of your photo. ALSO appears in: Flower petals, Seed heads, Pinecones, Tree branches, Web design, Shells, Spiral galaxies, Hurricanes, Fingers, Animal bodies, DNA molecules, Art, Music, Photography … Golden ratio
  17. 17. BEAUTY There are many good advices on how to generate valuable content. I‘m sure you’ve heard it all. But we are talking about the Golden ratio and so I’ll let you in on a little secret that we use to generate valuable content. Now we are being very careful with the genesis phase (concept, tension, message, production), we load it up on a media outlet, pay some ads and measure it at the end of the campaign. Result are used to generate learnings that will impact future content. Content
  18. 18. BEAUTY Our recipe is focused on maximizing investments and results as much as possible, so we will measure and fine tune the content during the campaign period. There can be headlines that need to be rephrased or even videos that can be fined tuned. We also take into account data that can tell us that the content can be used on another media outlet to further strengthen the campaign. Content
  19. 19. BEAUTY So even when it looks good … Content
  20. 20. BEAUTY So even when it looks good … Apply the some Fibonacci magic … Content
  21. 21. BEAUTY So even when it looks good … Apply the some Fibonacci magic … In order to be as close to GOLD as you can get! Content
  22. 22. NOW LET SEE FIBONACCI IN ACTION
  23. 23. A BRAND TERITORY THAT GAVE BIRTH TO A DIGITAL COMMUNICATION PLATFORM OWNED BY STAROPRAMEN Long-term relationship Experiences + Culture = CONTENT = An entity capable of:  Seamlessly integrating all communication efforts;  deliver valuable consumer experiences and relevant info constant;  brand DNA consolidation.
  24. 24. let us see how does these apply to Staropramen The Fibonacci sequence evolves as the past elements are summed up in order to create a new element of the future. EVOLUTION The ratio between the present element and its immediate past neighbor is also known as the golden ratio (phi). BEAUTY
  25. 25. DISSEMINATION OWNED + EARNED + PAID FACEBOOK •Platform content & postings of live events amplification; •Partner supor(contributors, artists, events organizers); •Media – facebook ads & sponsored posts. YOUTUBE •Video content amplification; •Media – preroll ads. PARTENERIATE MEDIA •Platform content amplification on relevant blogs; •Online platforms ads (digi, adevărul.ro, republica.ro, sub25.ro); •Special projects (Radio Guerilla & Bucharest City App). EVENIMENTE PARTENERE Events. TV f Y E ou tube acebookvents WCRM L eb siteoyalty paid asset owned asset BD EVOLUTION
  26. 26. BEAUTY We generate and curate content from all brand activations across the ecosystem. Also we look at the generated content not as a media centric element but as a fluid element that takes the shape of the container that is destined for. Content
  27. 27. BEAUTY We generate and curate content from all brand activations across the ecosystem. Also we look at the generated content not as a media centric element but as a fluid element that takes the shape of the container that is destined for. Content
  28. 28. BEAUTY The latest campaign proved that this vision can generate more than the desired campaign metrics but also deliver a coherent message and maximize the implementation budget across channels. The latest TV spot that Staropramen will launch tomorrow is also generated by the same campaign. Content brand partnership generated endorser that we used in an online campaign TV f
  29. 29. TV
  30. 30. Facebook content
  31. 31. Let’s have a beer! For any questions or any other further info use the email bellow: andrei.dragu@v8i.ro

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