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  1. 1. Bank Of Ireland Digital Strategy
  2. 2. Start by thinking about creating strategies for a digital world, not a digital strategy
  3. 3. /paradigm_shift
  4. 4. There has been a paradigm shift in communications. The Digital World has taken us........
  5. 10. It’s Not That Advertising is Failing…It’s That Experiences Matter More Than Ever Before
  6. 11. BRAND-CENTRIC COMMUNICATION PLANNING HUMAN-CENTRIC COMMUNICATION PLANNING Starts from what the brand wants to say and how to efficiently get it to pre-defined homogeneous audiences. Starts from what the customers want to “hear” and and being relevant to their situation, environment, interests and needs. ...moving from brand-centric planning to human-centric planning...
  7. 12. /IE9
  8. 13. /make the web more beautiful <ul><li>A multi-platform campaign/competition that focuses on making the web more beautiful </li></ul><ul><li>Consumers will be driven to an application where they can submit their ideas to “make the web more beautiful” </li></ul><ul><li>Their ideas should be about what sort of a site will make the web a more beautiful experience and the prize is that microsoft will build it for them </li></ul>
  9. 14. /make the web more beautiful <ul><li>Key opinion leaders such as bloggers should be the judges of this competition </li></ul><ul><li>An event to present the winners should be held – non traditional type of event somewhere boutique, original and beautiful </li></ul>
  10. 15. /make the web more beautiful <ul><li>Central platform for this competition is Facebook, specifically a Facebook application </li></ul><ul><li>The reasons for this are </li></ul><ul><ul><ul><ul><ul><li>Viral capability of platform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Data </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Engagement capability of platform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Relevant audience on platform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Beginning of social CRM database </li></ul></ul></ul></ul></ul>
  11. 18. /make the web more beautiful <ul><li>This campaign will be backed up with a Twitter hashtag campaign </li></ul><ul><li>This hashtag campaign will offer a secondary prize to Tweeters to put the hashtag #morebeautiful after relevant tweets </li></ul><ul><li>This could mean someone, complaining about a bad web experience or seeking improvement </li></ul>
  12. 19. I would like to see video backgrounds #makethewebbeautiful
  13. 20. /Microsoft Surface
  14. 21. /surface <ul><li>Microsoft are looking for a solution to help sell the Surface product </li></ul><ul><li>In other regions this product is selling well but it has not caught on in Ireland </li></ul>
  15. 22. /surface <ul><li>The solution is social, loyalty and experience </li></ul><ul><li>we need to enhance the product with social technology </li></ul><ul><li>Add to the solution for retailers and add a loyalty angle </li></ul><ul><li>Market and monetise from an experiential campaign </li></ul>
  16. 23. / <ul><li>We intend to build a bespoke social solution for Surface and sell and place the entire solution for client </li></ul><ul><li>This means that by combining Facebook Connect , RFID technology and Surface we have a bespoke social experience </li></ul><ul><li>This experience then promotes the Surface placement via viral and advocacy messages </li></ul>
  17. 24. /surface.loyalty <ul><li>Eightytwenty/interactive has an exclusive relationship with 20-20 insights a loyalty scheme provider based in Ireland </li></ul><ul><li>By combining a loyalty factor to the Surface solution, the customer can offer bespoke specials to the consumer based on previous buying behaviours and can reward them at point of purchase </li></ul>
  18. 25. /surface.experience <ul><li>Microsoft want to let everyone trial this technology but there is a cost factor </li></ul><ul><li>Eightytwenty propose that Microsoft build a Surface experience in a high footfall area/high relevance area and rent out the experience to brands to help them launch product or service </li></ul><ul><li>This would drive consumer advocacy and give a working showcase in situ where Microsoft sales staff could introduce potential new clients to the technology </li></ul><ul><li>It could also serve to promote new Microsoft products in times of no sponsorship </li></ul>
  19. 26. /who_we_are