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ADVERTISING
STRATEGY
REVOLUTION
THE
@arthurcalefe
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
IHATE
ADVERTISING
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
3
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
Arthur Calefe
senior planner @ R/GA
’02 ’06 ’10 ’11 ’12 ’13
PRODUTEC JUMP! E/OU SUNSET W+K R/GA
Designer &
Tech assistant
Planner Planner Head of
Innovation
Digital
Strategist
Senior
Planner
#tech #advertising #direct-mkt
#digital
#direct-mkt
#digital
#social
#advertising
#digital
#social
#digital
#social
#products
& services
#advertising
#mobile
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
4
TRADICIONAL
VS.DIGITAL
SÃO APENAS CANAIS.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
5
SÃO QUEM OS CANAIS BUSCAM.
AUDIÊNCIA
VS.USUÁRIOS
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
6
TRADICIONAL
+DIGITAL=
AUDIÊNCIA
+USUÁRIOS
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
7
TRADICIONAL
=ATENÇÃO
DIGITAL
=INTERAÇÃO
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
8
TRADIGITAL
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
9
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
10
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
11
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
12
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
13
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
14
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
15
http://bit.ly/XDfyMB
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
16
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
17
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
18
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
BIG DATA
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
20
BIG DATA
OLD
CRM, PRM, MARKETING DIRETO,
CADASTROS, RELACIONAMENTO.
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
21
NUVEM, MÚLTIPLAS TELAS,
CONNECTED DEVICES.
BIG DATA
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
22
NÃO SÃO APENAS NÚMEROS, É COMPORTAMENTO.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
23
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
24
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
25
ESTRATÉGIA A PARTIR DOS DADOS:
EVOLUÇÃO A PARTIR
DE COMPORTAMENTO.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
26
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
27
“Nós temos nossos dados,
e sabemos que a audiência
irá assistir essa série.
Não precisamos de um piloto.”
– Reed Hastings, CEO, Netflix
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
28
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
NETFLIX
- QUAL SUA FREQUÊNCIA DE USO?
- QUAIS SÃO SEUS GÊNEROS QUE TEM PREFERÊNCIA?
- POR QUAL DISPOSITIVO CONSOME O NETFLIX?
- QUANTAS PESSOAS USAM O MESMO SERVIÇO?
- QUEM SÃO OS ATORES QUE MAIS SIMPATIZA?
- QUE AMIGO É MAIS INFLUENTE PRA ESSA PESSOA?
INSIGHTS ESTRATÉGICOS:
CRIAÇÃO DE CONTEÚDO BASEADO EM COMPORTAMENTO
INDICAÇÃO POR AFINIDADE E INFLUÊNCIA
DISPONIBILIZAÇÃO EM MULTIPLATAFORMAS DE CONTEÚDO
MAIS USUÁRIOS POR CONTA (VERSÃO FAMÍLIA)
29
TUDO O QUE VOCÊ FAZ
EM QUALQUER AMBIENTE DIGITAL
DEIXA UM RASTRO.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
30
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
ISSO SE TRANSFORMA:
/ EM UM EMAIL
/ POST PROMOVIDO
/ BANNER EM PORTAIS
/ BUSCA NO GOOGLE
31
“82% dos consumidores
globais acreditam que
as empresas coletam informações
demais sobre eles.”
– Adobe, junho de 2013.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
32
IDENTIDADE REAL/DIGITAL
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
33
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
34
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
35
O MERCADO
AINDA NÃO ESTÁ
PREPARADO
PRA MUDANÇA
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
36
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
37
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
38
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
39
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
40
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
41
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
42
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
43
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
RIO NEXTEL
- QUE TIPO DE SERVIÇO ESPORTIVO UTILIZA?
- QUAL A FREQUÊNCIA DE USO DESSES SERVIÇOS?
- QUAL SEU ASSUNTO VOCÊ TEM MAIS INTERESSE?
CORRIDA? YOGA? PILATES? SKATE? SURF?
- COM QUE FREQUÊNCIA VAI AO POINT?
- QUE TIPO DE EVENTO TEM MAIS INTERESSE EM PARTICIPAR?
INSIGHTS ESTRATÉGICOS:
SERVIÇOS DE ACORDO COM COMPORTAMENTO LOCAL
BENEFÍCIOS ÚNICOS PARA QUEM É MAIS ENGAJADO
CRIAÇÃO DE NOVOS SERVIÇOS
EVENTOS EXCLUSIVOS PARA QUEM PARTICIPA
44
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
45
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
46
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
47
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
48
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
49
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
50
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
51
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
BATALHA DAS QUADRAS
- QUAIS SÃO OS JOGADORES QUE MAIS TE INFLUENCIAM?
- QUE TIPO DE PRODUTOS ESPORTIVOS VOCÊ MAIS GOSTA?
- ORIGEM DO FUTEBOL? FUTSAL, AREIA, CAMPO, VÁRZEA?
- COMO SE PREPARAM PRA JOGAR?
- ONDE MAIS, NA SUA VIDA, VOCÊ RESPIRA FUTEBOL?
INSIGHTS ESTRATÉGICOS:
PRODUTOS QUE RESPEITAM AS DIFERENÇAS INDIVIDUAIS
CRIAÇÃO DE PLATAFORMAS PARA AJUDAR OS ATLETAS
A TEREM A CONDIÇÃO SER “O PRÓXIMO NEYMAR”
CRIAÇÃO DE HISTÓRIAS QUE TORNEM NOSSO TARGET HERÓIS
52
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
http://bit.ly/XDdswc
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
http://bit.ly/XDdDaV
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
55
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
56
www.timbeta.com.br
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
57
PARA BETAS PARA TIM
Diversão
Disputa
Benefícios
Entender
Identificar
Reconhecer
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
RECOMENDAÇÃO
CAMPANHAS
QUALIFICAÇÃO
58
CROWDSOURCING
EXPERIÊNCIAS
JOGO
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
SERVIÇO COMUNICAÇÃOPRODUTO
59
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
60
What’s next?
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
TIM BETA
- USO DE INTERNET, VOZ OU SMS
- REDE SOCIAL DE MAIOR E MENOR AFINIDADE
- APLICATIVOS PREFERIDOS
- CONEXÃO E INFLUENCIA SOCIAL
- INTERESSES DE AFINIDADE
INSIGHTS ESTRATÉGICOS:
MAIS BENEFÍCIOS PARA RECONHECER ENGAJADOS.
TESTES DE PRODUTOS ANTES DE LANÇADOS.
CONTEÚDO CRIADO A PARTIR DA COMUNIDADE
MUDANÇAS DO JOGO DE ACORDO COM COMPORTAMENTO
61
COMPORTAMENTO.
NÃO TECNOLOGIA.
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
62
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
63
A PARTIR DISSO,
TODO OBJETO
SERÁ MODIFICADO.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
64
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
65
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
66
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
67
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
68
“Em 2009, havia 2,5 bilhões de aparelhos
conectados, em sua maior parte,
eletrônicos pessoais como celulares e PCs.
Em 2020, serão 30 bilhões de aparelhos
conectados, sendo que a maior parte
será de produtos.”
– Gartner, outubro de 2013.
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
69
NÃO
APENAS
DISPOSITIVOS
PESSOAIS
@arthurcalefe 20.09.2014ADVERTISING
STRATEGY
REVOLUTION
ARTHUR
CALEFE
70
BIG DATA IRÁ MUDAR
NOSSAS VIDAS,
NOSSOS TRABALHOS
E A FORMA COMO
PENSAMOS AS COISAS.
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
71
VIVEMOS
NA ERA
CONECTADA.
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
72
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
73
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Marcas
Consumidores
74
MÍDIA
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Top Down:
Dizer coisas
“Big” Idea
Outdated thinking
75
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Pensamento atual
Bottom Up:
Fazer coisas
Brand Behaviors
76
TRADIGITAL
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
77
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Tradigital
Plataformas
Brand Behaviors
Mensagens
“Big” Idea
78
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Tradigital
Agência tradicional:
“É só adaptar no digital”
79
Plataformas
Mensagens
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Tradigital
Agência digital:
“Sua ideia não funciona no digital”
80
Plataformas
Mensagens
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Tradigital
Agência tradicional:
“Eu não entendi o que você precisa”
81
Plataformas
Mensagens
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Tradigital
Cliente:
“Preciso de duas agências”
82
Plataformas
Mensagens
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Nosso modelo
Capturar
intenção
(utility)
Criar
intenção
(stories)
The
Whole
Idea
83
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Um novo jeito de acompanhar
seu progresso e ser motivado
Make it count
Brand Territory
Performance
Nike Fuelband:
Life is a sport
The
Whole
Idea
84
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
Blablablâmetro:
mede e reconhece
a influência social
Sua vida social
nunca valeu tanto
Brand Territory
Influência
TIM beta:
Pra quem tem muito a dizer
The
Whole
Idea
85
R/GA
cria disrupção
quando
traz os dados
como parte
fundamental
no seu
negócio.
Agency
CompanyConsultancy
Earned Data
AGENCY
COMPANYCONSULTANCY
EARNED DATA
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
86
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
87
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
88
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
89
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
90
http://bit.ly/1uNZIfh
“If you’re not innovative
you’re just expensive.”
– Bob Greenberg, Founder/Chairman/CEO, R/GA
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
91
O QUE VOCÊ MAIS
QUER SABER
SOBRE O SEU
CONSUMIDOR?
DADOS NO CENTRO DA ESTRATÉGIA:
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
92
ARTHUR
CALEFE
ADVERTISING
STRATEGY
REVOLUTION
@arthurcalefe 20.09.2014
THANKS
@arthurcalefe
arthur.calefe@gmail.com

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