Interactive Inspiration

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Interactive Inspiration

  1. 2. <ul><li>Innovative </li></ul><ul><li>First D&AD ‘In Book’ – 6 campaigns </li></ul><ul><li>First use of DTV for brand experience </li></ul><ul><li>First commercial use of Mini DAL technology </li></ul><ul><li>First Interactive Music Video </li></ul><ul><li>First DTV TV album launch </li></ul><ul><li>First DTV video film campaign </li></ul><ul><li>First to create TV campaign with no TV spots </li></ul><ul><li>First to create a full screen video experience </li></ul>SPECIALIST AGENCY – 50 campaigns to date Effective Most viewed iTV application (and second) Highest automotive brochure request Continuous evidence of purchase propensity and equity shifts Awarded BAFTA nomination 2005 Media Week 2004 Channel 4 TV Planning Awards New Media Age Effectiveness Awards 2004,,2005, 2006 BIMA 2004 APG short listed In book and D&AD pencil nominated 2006
  2. 4. BRANDS WE WORK WITH
  3. 5. HOW? COLLABORATIVELY Media Brand Advertising
  4. 6. OVER 80% OF UK HOMES DON’T WATCH TELEVISION ANYMORE
  5. 7. THEY WATCH DIGITAL TELEVISION
  6. 8. THE DIGITAL VIEWER DESERVES DIGITAL ADVERTISING
  7. 9. DIGITAL TV LIVES IN A NEW WORLD <ul><li>ANALOGUE </li></ul><ul><li>INTERRUPT </li></ul><ul><li>FEW CHANNELS </li></ul><ul><li>LINEAR CONTENT </li></ul><ul><li>BROADCASTER CONTROL </li></ul><ul><li>DIGITAL </li></ul><ul><li>PERMISSION </li></ul><ul><li>MANY CHANNELS </li></ul><ul><li>CONTENT ‘ON DEMAND’ </li></ul><ul><li>VIEWER IN CONTROL </li></ul>
  8. 10. THE iTV ARENA IS EVOLVING - platform planning DTT 7.7 million DTT DAL DigCable 3.0 million Microsites On Demand Mobile 30m Ad streaming IPTV 50,000+ DAC’s TV on theWeb 13m Broadband meets Broadcast User/Ad content DSat 8.8 million DAL Gaming 1m HD Content
  9. 11. <ul><li>BROADCAST TV ISN’T DEAD </li></ul><ul><li>BUT </li></ul><ul><li>THE USE OF BROADCAST IS CHANGING </li></ul>
  10. 12. <ul><li>BROADCAST TV </li></ul><ul><li>SHOULD BE </li></ul><ul><li>THE START OF A JOURNEY </li></ul>
  11. 13. <ul><li>USING THE UNIQUE BENEFITS OF </li></ul><ul><li>‘ TELEVISION’ </li></ul><ul><li>plus </li></ul>
  12. 14. THE POWER OF PARTICIPATION You watch it with more attention because you’ve made the choice to press the button You’re more alert because you want to know more about it, you expect something more in-depth You’re sat up more focused It doesn’t bore you, because you’re already doing something CONVENTIONAL TV AD: Just watching, not so involved Watch with a little more enthusiasm than you would normally
  13. 15. THE VALUE OF PARTICIPATION – CAMPAIGN EFFECTS WE HAVE SEEN % Purchase propensity Uplift vs TV only % Brand Image Uplift vs TV only +103 +15 +43 +66 +263 +76 +12 +27 +114 +48 +18 +90 +177 +43 +46 +66 Sources: Continental re-contact, Hall & Partners tracking, 2CV Interactive Communication Effectiveness
  14. 16. TEMPTATION, PARTICIPATION & RETURN ON INTEREST
  15. 17. FRANK 11% of 11-18 year olds interacted
  16. 19. 0.4% of 11-18 year olds interacted
  17. 20. FRANK MPU
  18. 21. THE TV EXPERIENCE SCORES WELL ON ENJOYMENT How much did you ENJOY watching the advert? Source: Q3a/Q11 Base: All Cell A (101) / Cell B (103) Top 2 box % 45 24 % Non-rejectors of interaction (base: 38) 17
  19. 22. Source: Q14 Base: All Cell A (101) / Cell B (103) * Top 2 box significantly higher vs trigger ad LONGER FORM CONTENT EASES UNDERSTANDING How easy was it to UNDERSTAND what was going on in the ad? Top 2 box % 68 % 90* Non-rejectors of interaction (base: 38) 82
  20. 23. Source: Q21 Base: All Cell A (101) / Cell B (103) ON-LINE WORKS WELL AT DELIVERING RATIONAL INFORMATION How much NEW INFORMATION does the advert give you about the consequences of cannabis use? % Non-rejectors of interaction (base: 38) Viewers more likely to take A LOT of new info from the online ad than from the TV equivalent
  21. 24. DISCOVERY CONTENT IS MORE LIKELY TO DRIVE WORD OF MOUTH How likely would you be to TALK ABOUT THE AD with your friends? Source: Q18 Base: All Cell A (101) . Cell B (103) * Statistically significant difference vs trigger ad Cannabis usage, age and gender have no impact on likely WOM % Top 2 box % 33 49* Non-rejectors of interaction (base: 38) 38
  22. 25. CANNABIS USERS WHO WERE TEMPTED TO INTERACT CLAIMED TO BE UNLIKELY TO SMOKE IN THE FUTURE Unlikely 65% Control % Cannabis users in cell who claim to be unlikely to smoke cannabis in the future Non-rejectors of interaction (base: 38)
  23. 26. EMERGING ROLES FOR EACH PLATFORM <ul><li>TV Platforms </li></ul><ul><li>Parent – Child </li></ul><ul><li>Stature </li></ul><ul><li>Difficult </li></ul><ul><li>Emotional </li></ul><ul><li>Enduring </li></ul><ul><li>On Line Platform </li></ul><ul><li>Adult – Adult </li></ul><ul><li>Of the people </li></ul><ul><li>Easy </li></ul><ul><li>Rational </li></ul><ul><li>Disposable </li></ul>
  24. 27. Sprite 3G
  25. 28. Sprite 3G
  26. 29. SPRITE 3G RESULTS <ul><li>308,000 HOMES INTERACTED </li></ul><ul><li>48,000 REQUESTS FOR DOWNLOAD OR VOUCHER </li></ul><ul><li>35% UPLIFT IN BRAND APPEAL FOR INTERACTORS </li></ul><ul><li>92% SAID IT WAS EASY – ‘EFFORTLESS’ </li></ul><ul><li>43% LIKELY TO TALK ABOUT IT </li></ul><ul><li>104% ROI (NMA Effectiveness) </li></ul>Source : Skyview/2cv
  27. 30. Xbox 360
  28. 31. Xbox 360
  29. 32. <ul><li>1.9M INTERACTORS </li></ul><ul><li>1.7M VIA SKY ACTIVE A-Z </li></ul><ul><li>50% INCREASE IN PURCHASE INTENTION AMONGST INTERACTORS </li></ul><ul><li>34% OF PARTICIPANTS CLAIMED TO PASS ON VIA WORD OF MOUTH </li></ul>XBOX 360 RESULTS
  30. 33. Mercedes
  31. 34. Smirnoff
  32. 35. Ribena Berrysplat TV
  33. 36. Ribena Berrysplat TV
  34. 37. Chemical Brothers
  35. 38. <ul><li>AND SO IN SUMMARY </li></ul>
  36. 39. THE NEW COMMUNICATION CHALLENGE ANALOGUE GETTING PEOPLES ATTENTION CAPTURING THEIR INTEREST DIGITAL KEEPING PEOPLES ATTENTION RETURNING ON THEIR INTEREST
  37. 40. <ul><li>WWW.WEAPON7.COM </li></ul>

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