The document discusses generating world-class digital engagement ideas. It provides three examples of engagement ideas, including a restaurant marketing campaign, a documentary, and a crisps brand campaign. It then outlines common characteristics like authentic stories and behavior change. The document also details a case study called "De Jungle Kids" where children helped design a new water attraction. Key aspects of developing engagement ideas are an involved client, using digital as a core part, equal collaboration, workshop sessions, a phased approach, and expansion through additional tactics.

2. GENERATINGworld-class (DIGITAL)ENGAGEMENT IDEAS

3. Agenda Engagement ideas ? Que ? Threeexamples Commoncharacteristics ? Ourlittleown case: De Jungle Kids Thingsthat are important whendeveloping engagement ideas

4. ENGAGEMENT IDEAS ? QUE ?

5. Advertising Engagement For & With People To People

7. The engagement wheel

8. THREE Examples of WORLD-CLASS ENGAGEMENT IDEAS

9. 1. The Yellow Tree House Restaurant

10. The Brief Get: Get Kiwis who see Yellow Pages as irrelevant. To: Understand and see how much better it was than using Google to find businesses. By: Showing that Yellow is the most comprehensive place to search for a business in New Zealand. (to get the job done).

12. 2. A webdocumentary

13. The Brief Get: Get the general public and company leaders To: Understand and see how people with disabilities can integrate in a working environment By: Showing three business people that go to work with a disability

15. 3. Any sandwich is more exciting with Walkers

16. The Brief Only 1 in 10 people were eating Walkers at lunchtime with their sandwich. Get: Retailers. To: Give Walkers long term presence for crisps in the sandwich aisle. By: Reminding them that Any Sandwich is more exciting with Walkers.

18. Why ? “The old model wasn’t working, so we needed to do something different. We took a risk, somewhat calculated, somewhat based on intuition, but with no real way of predicting the return. That’s scary…” Richard Evans, President, PepsiCo UK

19. Treating a campaign like a movie release… Merchandize Hype Release Stage In store activation Provide in-store collateral to ‘nudge’ consumers to purchase Walkers with their lunchtime sandwich Blogger outreach Incentivize selected influential bloggers and fan communities with exclusive pre-release footage Fuel Twitter speculation Engage Walkers fan community online & communities of TV 10” trailers Engage Retailers Secure meal deals with key major multiples TV Documentary style ads which tells the story of our event in Sandwich The ‘DVD extras’ Extended featurettes and behind the scenes footage on walkers.co.uk PR Engage national press Walkers make any Sandwich more exciting Event We created a 2 event in the small, sleepy, English town of Sandwich - a real event filmed in real time and involving some of the UK’s most high profile celebrities

20. COMMON CHARACTERISTICS of these IDEAS ?

21. Commoncharacteristics Authentic, real stories Newsworthy Behaviour changing Unfold across media Ownedby the audience Risk

22. OurownLittleexample

24. The Brief People who have not visited Bellewaerde Park before, have a rather old-fashioned idea of the park. Get:Families with kids (4-12y) To: Understand that Bellewaerde Park does innovate and offers modern, fun attractions for kids. By: Involving kids to (help) design the newest attraction.

25. Aflevering 1

26. CONCEPT Jungle Kids ontwerpenmeedénieuwewaterattractie in Bellewaerde: Jungle Mission

28. per duo eenBekendeCreatieveling

29. per duo eenopdracht die aanleuntbij talent kids / BekendeCreatievelingbvbmuziek, effecten,… -officiëleinhuldigingattractie met kids en pers op zaterdag 9 april

31. Pers

32. Facebook

35. castingdag

39. pers

40. e-mail op de database (ca 43000 records)

41. FacebookCTA -> inschrijven op www.dejunglekids.be

43. eersteselectie op inschrijvingsformulieren

46. Krokusvakantie: brainstorm + kids aan het werk

49. interviews met kids

50. fotoverslagenopnames

51. de afleveringenzelf + extra’s

52. ‘share’-mogelijkheid

55. eerste dag Paasvakantie – park open

56. persmoment

58. RESULTS -mail OR: 19% -totaalaantalbezoekers blog: 10 690 -aantal views top filmpje op blog: 513

59. En pers… Veelpers!

60. RESULTS Echteresultaten ? Traffic park? Gewijzigdeperceptie van het park? To be continued…

61. THINGS THAT ARE IMPORTANT WHEN DEVELOPING ENGAGEMENT IDEAS

62. 1. Client as conductor Get the client involved upstream. Encourage and stimulate Client involvement and contribution. Client ownership greatly assists in selling the big idea and committing the (appropriate) funds to deliver it.

63. 2. Digital as core, notaddon Digital should be integrated into the total campaign idea where relevant - not an afterthought or add on. No “digital for digital’s sake.” Think digital as an amplifier and connector.

64. 3. Equalcollaboration Requires a fundamental shift in philosophy and approach. No “lead agency.” All Planning disciplines at table from the start: Agency, Media, PR, Shopper, Experiential. Egos checked at the door.

65. 4. The Bunker session Planning, Creative, Account management stakeholders workshop the brief for intensive period together with client. “Idea-out” approach.

66. 5. A phasedapproach Content Generation Launch Recruitment Challenge

69. 6. The Blow out session High intensity session to amplify core strategy and tactics. Ask the critical question: How do we make it Bigger? Then ask it again… And again…

70. De Jungle KidsWorld-Classornot ? Client as a conductor Digital as core, not as addon Equalcollaborationbetween all disciplines The Bunker Session A PhasedApproach The Blow-out Session

71. CONCLUSION

72. Story building, not telling

73. The strategicadvantage Integrated engagement ideas are difficult to pull apart by client – and so less likely to be diluted and harder to isolate one element for elimination. There are no “bolt-ons” – each element supports the other.

74. Questions ?