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Creating a perfect marriage
between offline & online media
Emma Aston
Director,
Adido Communications
Laura Cannings
Senior...
CREATING A PERFECT
How does
MARRIAGE BETWEEN
a great brand marriage
OFFLINE & ONLINE MEDIA

happen
between on and offline?
SO, WHAT MAKES A
GOOD MARRIAGE?
COMMUNICATION
SIMILAR GOALS
UNDERSTANDING
COMPROMISE
EQUALITY
APPRECIATION
PASSION
BUT HOW DOES
IT ALL BEGIN?
I SEEMED TO HAVE LOST MY NUMBER, ANY
CHANCE I COULD HAVE YOURS?
YOU MUST BE TIRED BECAUSE YOU HAVE
BEEN RUNNING THROUGH MY MIND
ALL NIGHT...
SO HOW DOES THIS “COURTSHIP” APPLY
TO A BRAND I HEAR YOU ASK?
WELL…
SHARE A COKE CAMPAIGN
STEP 1 : ATTRACTION
STOP STARE, THINK ABOUT
,
YOUR NEXT MOVE
STEP 2 : CONNECTION
FLIRT, TRY IT ON, KEEP
OPTIONS OPEN
STEP 3 : COMMITMENT & LOVE
YOU DON’T PLAY THE FIELD
ANYMORE!
WHY DID THIS WORK?
CREATIVITY
SIMPLE, FUN, PERSONAL
RESULT ...
EMOTIONAL CONNECTION
LOYALTY
STRATEGY

PLANNED, ACTIONED,
CROSS MEDIA
RESULT ...
HIGH IMPACT
SYNERGY
SAME BRAND, SAME TONE,
SAME MESSAGE
RESULT ...
NO BRAND DILUTION
NO CONFUSION
A HAPPY BRAND MARRIAGE
BUT, SOMETIMES IT DOES GO WRONG...
WHY DO BRANDS BECOME “DIVORCED”
WHEN COMMUNICATING ON AND
OFFLINE?
#POWEREDBYPIZZA
IT WAS A GREAT IDEA
BADLY EXECUTED
STEP 1 : NO COMMUNICATION
STEP 2 : NO CONNECTION
STEP 3 : NO INTEGRATION
A CLEAR DIVORCE HAS
HAPPENED!
DIVORCE COSTS...
WHAT WENT WRONG?
OFFLINE AND ONLINE DIDN’T
TALK TO EACH OTHER
NOW IT’S YOUR TURN...
WE WOULD LIKE YOU TO SELL A
BRAND TO US THROUGH ON
AND OFFLINE DATING ADS
PLEASE CREATE...

A TWEET(140 characters)
A FACEBOOK STATUS
A NEWSPAPER ADVERT
PICK ONE PLEASE
NEWSPAPER ADVERT
Hi all I’m looking for someone to share some healthy
time with. I love children and being sociable, but want
someone to sh...
WYSIWYG – HEALTHY, FUN & LOVELY
#LOOKINGFORLOVE

TWEET
PICK ONE PLEASE
SO, IN SUMMARY...
ENSURE YOU USE ALL
RELEVANT MEDIA IN YOUR
CAMPAIGNS
MATCH ALL MESSAGING
AND TONE OF VOICE
DO NOT ALIENATE YOUR
AUDIENCE
STAY HAPPILY MARRIED
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LDD Southern Summit 2013 - Adido - Creating perfect marriage between offline & online media

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Let's Do Digital Southern Summit 2013

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LDD Southern Summit 2013 - Adido - Creating perfect marriage between offline & online media

  1. 1. Creating a perfect marriage between offline & online media Emma Aston Director, Adido Communications Laura Cannings Senior Lead Creative, Adido
  2. 2. CREATING A PERFECT How does MARRIAGE BETWEEN a great brand marriage OFFLINE & ONLINE MEDIA happen between on and offline?
  3. 3. SO, WHAT MAKES A GOOD MARRIAGE?
  4. 4. COMMUNICATION
  5. 5. SIMILAR GOALS
  6. 6. UNDERSTANDING
  7. 7. COMPROMISE
  8. 8. EQUALITY
  9. 9. APPRECIATION
  10. 10. PASSION
  11. 11. BUT HOW DOES IT ALL BEGIN?
  12. 12. I SEEMED TO HAVE LOST MY NUMBER, ANY CHANCE I COULD HAVE YOURS?
  13. 13. YOU MUST BE TIRED BECAUSE YOU HAVE BEEN RUNNING THROUGH MY MIND ALL NIGHT...
  14. 14. SO HOW DOES THIS “COURTSHIP” APPLY TO A BRAND I HEAR YOU ASK? WELL…
  15. 15. SHARE A COKE CAMPAIGN
  16. 16. STEP 1 : ATTRACTION STOP STARE, THINK ABOUT , YOUR NEXT MOVE
  17. 17. STEP 2 : CONNECTION FLIRT, TRY IT ON, KEEP OPTIONS OPEN
  18. 18. STEP 3 : COMMITMENT & LOVE YOU DON’T PLAY THE FIELD ANYMORE!
  19. 19. WHY DID THIS WORK?
  20. 20. CREATIVITY SIMPLE, FUN, PERSONAL
  21. 21. RESULT ... EMOTIONAL CONNECTION LOYALTY
  22. 22. STRATEGY PLANNED, ACTIONED, CROSS MEDIA
  23. 23. RESULT ... HIGH IMPACT
  24. 24. SYNERGY SAME BRAND, SAME TONE, SAME MESSAGE
  25. 25. RESULT ... NO BRAND DILUTION NO CONFUSION
  26. 26. A HAPPY BRAND MARRIAGE
  27. 27. BUT, SOMETIMES IT DOES GO WRONG...
  28. 28. WHY DO BRANDS BECOME “DIVORCED” WHEN COMMUNICATING ON AND OFFLINE?
  29. 29. #POWEREDBYPIZZA
  30. 30. IT WAS A GREAT IDEA
  31. 31. BADLY EXECUTED
  32. 32. STEP 1 : NO COMMUNICATION
  33. 33. STEP 2 : NO CONNECTION
  34. 34. STEP 3 : NO INTEGRATION
  35. 35. A CLEAR DIVORCE HAS HAPPENED!
  36. 36. DIVORCE COSTS... WHAT WENT WRONG?
  37. 37. OFFLINE AND ONLINE DIDN’T TALK TO EACH OTHER
  38. 38. NOW IT’S YOUR TURN... WE WOULD LIKE YOU TO SELL A BRAND TO US THROUGH ON AND OFFLINE DATING ADS
  39. 39. PLEASE CREATE... A TWEET(140 characters) A FACEBOOK STATUS A NEWSPAPER ADVERT
  40. 40. PICK ONE PLEASE
  41. 41. NEWSPAPER ADVERT
  42. 42. Hi all I’m looking for someone to share some healthy time with. I love children and being sociable, but want someone to share these special times with. Hope you can help x FACEBOOK STATUS
  43. 43. WYSIWYG – HEALTHY, FUN & LOVELY #LOOKINGFORLOVE TWEET
  44. 44. PICK ONE PLEASE
  45. 45. SO, IN SUMMARY...
  46. 46. ENSURE YOU USE ALL RELEVANT MEDIA IN YOUR CAMPAIGNS
  47. 47. MATCH ALL MESSAGING AND TONE OF VOICE
  48. 48. DO NOT ALIENATE YOUR AUDIENCE
  49. 49. STAY HAPPILY MARRIED

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