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how to launch an advertising campaign


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how to launch an advertising campaign

  1. [email_address] Creds / Induction Dec 15 th 2009
  2. Come with us
  3. Talking about advertising is a little
  4. Let’s talk about space stuff. Much more exciting. Wooooop. woop!
  5. We are in the business of launching satellites (ideas) into space (our audience’s minds)
  6. "I believe that this nation should commit itself, to achieving the goal before this decade is out of landing a man on the moon and returning him safely to the earth." IT ALL STARTS WITH AN AMBITION
  7. To do that, first you need a shuttle (just to put your satellite in)
  8. A satellite is a big idea <ul><li>What consumers will associate with your brand and campaign when they think about it or talk about it </li></ul>
  9. What’s a satellite? <ul><li>The Joga Bonito movement portrays itself as dedicated to eliminating unfair and unsportsmanlike play from football , promoting fair and creative play as well as honesty and team spirit, and showing the true and beautiful side of football by having a motto of &quot;play from the heart&quot;. </li></ul>
  10. VS
  13. Dirt is good
  14. Then you need a rocket
  15. There are many different type of rockets to launch your satellite up there PR Social TV Podcast Viral Podcast Iphone app Editorial Ambient Outdoor Display Display
  19. ROBO-BOY
  20. Then you need fuel
  21. Fuel <ul><li>Can be bought, earned, owned </li></ul><ul><li>Digital can get you the extra mile </li></ul><ul><li>It can be as interesting to plan for the fuel that to plan the rocket </li></ul>
  22. Fuel <ul><li>Axe effect we created a seduction network to guarantee constant traffic and increase exposure of our content </li></ul>
  23. Lynx’s seduction network Lynx Hub Youtube channel Bebo channel Seduction community
  25. Sounds so simple right?
  26. But space is a very cluttered place
  27. And like advertising, most of it is crap
  28. Here are a few questions to bear in mind before planning your launch
  29. What sort of satellite do you want to launch? What’s the objective?
  30. How are you going to get there? Do you have a flight plan? I.e. consumer journey? Or are you just relying on luck?
  31. Joga bonito model
  32. Can you be smarter? The better the satellite, the smaller the rocket and the less fuel it takes
  33. A rocket must accelerate to at least 25,039 mph (40,320 kph) to completely escape Earth's gravity and fly off into space. Earth’s gravity is mediocrity. It tries to pull you down. Unoriginality. Fear. Parity. They must be fought otherwise, you will never reach for the skies. Are you planning the next black swan?
  34. Black swan <ul><li>What we call here a Black Swan (and capitalize it) is an event with the following three attributes. </li></ul><ul><li>it is an outlier, as it lies outside the realm of regular expectations, because nothing in the past can convincingly point to its possibility. </li></ul><ul><li>Second, it carries an extreme impact. </li></ul><ul><li>Third, in spite of its outlier status, human nature makes us concoct explanations for its occurrence after the fact, making it explainable and predictable. </li></ul>
  35. The satellite is the most important, not the rocket, it doesn’t matter how it gets there <ul><li>Dont start planning for the rocket until you have sorted out your satellite </li></ul><ul><li>(imagine a picture of a huge rocket here with a super tiny satellite attached to it) </li></ul>
  36. Satellite communicate back IT IS NOT A FIREWORK
  37. Lynx example <ul><li>Monthly challenges </li></ul><ul><li>User’s response to the challenges </li></ul><ul><li>User’s feedback and suggestions </li></ul><ul><li>Encourage discussion and debate </li></ul>
  38. Have you asked yourself why you are launching a rocket?
  39. Equator boost After a rocket launches straight up, the rocket heads east because Earth rotates to the east, giving the launch vehicle a free boost. The strength of this boost depends on the rotational velocity of Earth at the launch location. The boost is greatest at the equator, where the distance around Earth is greatest and so rotation is fastest. What’s your equatorial boost?
  40. Ok, so you’ve reached space! It’s just the beginning! Yet no one ever plans for success! It’s in orbit, what do you do with it?
  41. Air space controller Air traffic controllers’ job is to monitor all the satellites in order to prevent collisions. They communicate with the satellite so the worse can be avoided. It is your role to do so and keep guiding your campaign once it’s up in space
  42. You have to keep looking after your satellite otherwise it will stop working (social media)
  43. Social media <ul><li>Spending millions of pounds to launch a satellite up there and not doing anything else with it is criminal </li></ul><ul><li>How can you use so called social media to make your idea leave longer and deliver extra bucks for you money? </li></ul><ul><li>Iphone apps, Mystarbucks idea, etc. </li></ul>
  44. We are in the business of launching satellites into space <ul><li>Why are you launching a satellite? </li></ul><ul><li>The satellite is as important as the rocket </li></ul><ul><li>Have you got enough fuel? </li></ul><ul><li>Is your rocket powerful enough to leave gravity? </li></ul><ul><li>Beware of space junk </li></ul><ul><li>What’s your flight plan? </li></ul><ul><li>What’s your equatorial boost? </li></ul><ul><li>A satellite is alive and communicates back </li></ul><ul><li>Reaching space is only the beginning </li></ul><ul><li>Be the air traffic controller of your idea </li></ul>
  45. Best work is lives at this intersection ORIGINAL DELIVERY FRESH INSIGHT SLICK EXECUTION
  46. As planners we used to be responsible for that ORIGINAL DELIVERY FRESH INSIGHT SLICK EXECUTION
  47. But more and more we should be responsible for inspiring on the delivery too ORIGINAL DELIVERY FRESH INSIGHT SLICK EXECUTION
  48. Actionable advice for modern planners <ul><li>Everyone reads, goes to, watches, and listens to the same stuff (hence why ideas are inbred) </li></ul><ul><li>We are as good as what we know </li></ul><ul><li>Dedicate a chunk of your time to discovery things outside of advertising </li></ul><ul><li>Create a culture club in your agency </li></ul><ul><li>Stimulates creative teams with new ideas, artists, philosophy, etc. </li></ul><ul><li>Be more knowledgeable about work than they are </li></ul><ul><li>Try to stimulate the culture of sharing in your agency </li></ul><ul><li>Develop a graduate programme </li></ul><ul><li>Stimulate a culture of innovation in your agency </li></ul><ul><li>PR yourself </li></ul>