A practical presentation about digital myths
What to expect from this presentation <ul><li>Digital is rising… yes, we know </li></ul><ul><li>This presentation is about...
Myth 1 We understand teenagers & we are using that knowledge when designing campaigns
We understand teenagers & we are using that knowledge when designing campaigns <ul><li>M YSELF   (when I was 15 )   vs  DR...
We understand teenagers & we are using that knowledge when designing campaigns This is the first Level-2 hi5 profile I fou...
We understand teenagers & we are using that knowledge when designing campaigns ?
Myth 2 And the brand said “let there be the site”
A simple website is a good start <ul><li>Stella Artois, probably the most magnificent brand website I have ever seen </li>...
 
A simple website is a good start <ul><li>Just a product portfolio website (and some company information) would make sense ...
A simple website is a good start
A simple website is a good start <ul><li>For the rest of most mainstream categories, users must have a tangible reason to ...
Dove Club – a digital loyalty club
A simple website is a good start <ul><li>Right now, can you find at least one powerful reason for which consumers should v...
A simple website is a good start ?
Myth 3 The brand, the forum, and the games
My site should have a forum to allow user interaction <ul><li>Unofficial Renault forum beats (by far) the traffic of the b...
My site should have a forum to allow user interaction <ul><li>Is your forum censoring posts? Does it allow full interactiv...
My site should have games for user’s entertainment <ul><li>This game has 200k game plays on freegames4all.net </li></ul><u...
We must have games on our website to entertain the visitors <ul><li>Do you give users a reason to play? Have you integrate...
FordGame.be – voice controlled game to advertise Fiesta’s voice control features
Forums and games keep  maintain user  interest  and make them re-visit the website ?
Myth 4 Online advertising is about banners
Banner advertising is easy, cheap and efficient <ul><li>Q: What happens if you run a 1000  </li></ul><ul><li>Euro campaign...
Banner advertising is easy, cheap and efficient <ul><li>Do you use  non-intrusive banner campaigns ?   Do you select  the ...
Search is not  critical <ul><li>Q: What happens if you search  “promotie brandX” on Google </li></ul><ul><li>A:  Almost al...
Search is not essential <ul><li>FACT: On the Internet there’s more content than one person can cover in a lifetime hence s...
Online advertising is about the banners ?
Myth 5 Viral me this,  viral me that
Viral is <ul><li>NOT your promotion’s TVC </li></ul><ul><li>Not everything can be a viral </li></ul>
Let’s make a viral movie as well <ul><li>Are you willing to play by the rules? </li></ul><ul><ul><li>Funny. Very funny </l...
Everything can be viral ?
Myth 6 Good things happen to those who blog
Let’s ask bloggers to write something good about my brand <ul><li>What is the motivation of a blogger? </li></ul><ul><li>W...
If you ask them nice, bloggers will write about your brand ?
The task  for the next 20 minutes The year is 2023.  Drago ş  is 30 now. We need to  brainstorm some ideas for a new  camp...
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Ogilvy One Bucharest

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OgilvyOne Bucharest presentation at Digital Forum 2008

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Ogilvy One Bucharest

  1. 1. A practical presentation about digital myths
  2. 2. What to expect from this presentation <ul><li>Digital is rising… yes, we know </li></ul><ul><li>This presentation is about sharing some key learnings from our previous work and personal experiences </li></ul><ul><li>36 slides, all numbered so you can track progress </li></ul>
  3. 3. Myth 1 We understand teenagers & we are using that knowledge when designing campaigns
  4. 4. We understand teenagers & we are using that knowledge when designing campaigns <ul><li>M YSELF (when I was 15 ) vs DRAGO Ş ( born on 27-Feb-199 3) </li></ul>Adrian Dragos <ul><li>I discovered something called email. Through UUCP. </li></ul><ul><li>My parents were bribing the cable guys (for faster setup) </li></ul><ul><li>What is an MP3? What is an iPod? What is Mozilla? Is 1Mbps possible? What is DC++? </li></ul><ul><li>Hot date definition: kissing on a bench at 01:30AM </li></ul><ul><li>I created an account to a new social network I discovered </li></ul><ul><li>OMG. Tv stations are so 90’s. That movie was on DC++ at least 2 years ago </li></ul><ul><li>What is communism? What is LYNX? 5.25 floppy disks? Dialup? </li></ul><ul><li>Hot date definition: ASL PLS  ... Semi-nude pictures exchange. I married an avatar. </li></ul>
  5. 5. We understand teenagers & we are using that knowledge when designing campaigns This is the first Level-2 hi5 profile I found. It took 20’’ to find this picture. She’s a 17yo teenager from Slobozia, younger sister of my former classmate.
  6. 6. We understand teenagers & we are using that knowledge when designing campaigns ?
  7. 7. Myth 2 And the brand said “let there be the site”
  8. 8. A simple website is a good start <ul><li>Stella Artois, probably the most magnificent brand website I have ever seen </li></ul><ul><li>The only site where I spent 30 minutes in a row, just browsing the content </li></ul><ul><li>That was at least 6 months ago. My second visit to the site was Monday, when writing this presentation </li></ul>
  9. 10. A simple website is a good start <ul><li>Just a product portfolio website (and some company information) would make sense for products like high-performance tennis racquets </li></ul>
  10. 11. A simple website is a good start
  11. 12. A simple website is a good start <ul><li>For the rest of most mainstream categories, users must have a tangible reason to make a visit to a brand website and return over and over again </li></ul>
  12. 13. Dove Club – a digital loyalty club
  13. 14. A simple website is a good start <ul><li>Right now, can you find at least one powerful reason for which consumers should visit your site at least 3 times a month </li></ul><ul><li>Do you update my content often so that each time people learn new things when they visit the site? </li></ul><ul><li>Do you capture visitor data in a non-intrusive manner and use it to deliver personalized content based on their interest? </li></ul><ul><li>Do you have a Member-Get-Member mechanism in place? </li></ul>
  14. 15. A simple website is a good start ?
  15. 16. Myth 3 The brand, the forum, and the games
  16. 17. My site should have a forum to allow user interaction <ul><li>Unofficial Renault forum beats (by far) the traffic of the brand Renault website </li></ul>
  17. 18. My site should have a forum to allow user interaction <ul><li>Is your forum censoring posts? Does it allow full interactivity? Do you bring any value added as compared to a free site? (e.g. specialist advice) </li></ul><ul><li>Do you promote the forum? Do you have a person in charge with the day-to-day maintenance of the forum? </li></ul><ul><li>Do you take learnings from the discussions on the forum? </li></ul>
  18. 19. My site should have games for user’s entertainment <ul><li>This game has 200k game plays on freegames4all.net </li></ul><ul><li>There are 3000 more games at this site and several tens of similar sites, all with high rank on Google </li></ul><ul><li>Your strategy to beat that? </li></ul>
  19. 20. We must have games on our website to entertain the visitors <ul><li>Do you give users a reason to play? Have you integrated the brand in a non-intrusive manner? </li></ul><ul><li>Is the look & feel of your game better than the others games freely available or do you have a big idea? Do you bring any technological innovation? (e.g. voice control, webcam control) </li></ul>
  20. 21. FordGame.be – voice controlled game to advertise Fiesta’s voice control features
  21. 22. Forums and games keep maintain user interest and make them re-visit the website ?
  22. 23. Myth 4 Online advertising is about banners
  23. 24. Banner advertising is easy, cheap and efficient <ul><li>Q: What happens if you run a 1000 </li></ul><ul><li>Euro campaign, one month on </li></ul><ul><li>a top-10 website in .ro? </li></ul><ul><li>A: Nothing </li></ul>
  24. 25. Banner advertising is easy, cheap and efficient <ul><li>Do you use non-intrusive banner campaigns ? Do you select the most suitable sites ? Do you plan investment in such a manner that ensures the best use of budget (considering KPIs such as frequency, visitor profile) ? </li></ul><ul><li>Do you always ask for a bi-weekly report on my campaign and make the necessary adjustments to maximize impact ? </li></ul><ul><li>Do you use learnings from previous campaigns? </li></ul>
  25. 26. Search is not critical <ul><li>Q: What happens if you search “promotie brandX” on Google </li></ul><ul><li>A: Almost always, the top results are not belonging to your brand </li></ul>
  26. 27. Search is not essential <ul><li>FACT: On the Internet there’s more content than one person can cover in a lifetime hence search engines are critical </li></ul><ul><li>Have you SEOd you website </li></ul><ul><li>Do you run sponsored links campaigns? </li></ul>
  27. 28. Online advertising is about the banners ?
  28. 29. Myth 5 Viral me this, viral me that
  29. 30. Viral is <ul><li>NOT your promotion’s TVC </li></ul><ul><li>Not everything can be a viral </li></ul>
  30. 31. Let’s make a viral movie as well <ul><li>Are you willing to play by the rules? </li></ul><ul><ul><li>Funny. Very funny </li></ul></ul><ul><ul><li>Shocking </li></ul></ul><ul><ul><li>Damn interesting </li></ul></ul><ul><ul><li>Is NOT a TV commercial compressed in a MPEG format </li></ul></ul>
  31. 32. Everything can be viral ?
  32. 33. Myth 6 Good things happen to those who blog
  33. 34. Let’s ask bloggers to write something good about my brand <ul><li>What is the motivation of a blogger? </li></ul><ul><li>What is the source of power for bloggers? </li></ul>
  34. 35. If you ask them nice, bloggers will write about your brand ?
  35. 36. The task for the next 20 minutes The year is 2023. Drago ş is 30 now. We need to brainstorm some ideas for a new campaign built especially for him and people like him . Our brand is ACME, the famous supplier for WB.

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