Is advertising dead?

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The summary of my thesis at Solvay Business School, about the future of advertising.
The key approaches for today's and tomorrow's successful strategies?
- Innovate
- Be useful
- Entertain
- Incite the conversation
- ‘Transmediatise’

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Is advertising dead?

  1. 1. IS ADVERTISING DEAD? New approaches for long-lasting advertising HAVA SARI
  2. 2. A MULTIFACED AND PARTICIPATIVE CONSUMER…
  3. 3. A MEDIA LANDSCAPE INCREASINGLY FRAGMENTED AND INTERACTIVE…
  4. 4. INNOVATION WORD-OF-MOUTH ENTERTAINMENT UTILITY TRANSMEDIA
  5. 5. INNOVATE to keep convincing the consumer, innovation at the heart of marketing
  6. 6. Rather than SAY something, DO something for the consumer
  7. 7. Make your brand a content provider… ENTERTAIN the consumer
  8. 8. Be part of the conversation, give the consumer a reason to SPEAK ABOUT or USE your brand
  9. 9. Each medium complementing the others, build your campaign AROUND the consumer (From ‘media neutral’ planning to ‘transmedia’ planning)
  10. 10. <ul><li>INNOVATE </li></ul><ul><li>BE USEFUL </li></ul><ul><li>ENTERTAIN </li></ul><ul><li>INCITE THE CONVERSATION </li></ul><ul><li>‘ TRANSMEDIATISE’ </li></ul>
  11. 11. CASE: SONY BRAVIA ‘BALLS’
  12. 12. <ul><li>Key success factors </li></ul><ul><li>Every medium tells a part of the story, so the campaign’s impact is amplified by word-of-mouth </li></ul><ul><li>A show, a piece of entertainment… adapted into different forms, even with ‘behind the scenes’ footage </li></ul>CASE: SONY BRAVIA ‘BALLS’
  13. 14. <ul><li>Key results: </li></ul><ul><li>Business: </li></ul><ul><ul><li>High impact on sales </li></ul></ul><ul><ul><li>Share has risen of more than +40% </li></ul></ul><ul><li>Word-of-mouth: </li></ul><ul><ul><li>Several million views online </li></ul></ul><ul><ul><li>+ 650,000 mentions on blogs etc. </li></ul></ul><ul><li>Cannes: Gold Lion </li></ul>CASE: SONY BRAVIA ‘BALLS’
  14. 15. CASE: NIKE PLUS
  15. 16. <ul><li>Key success factors </li></ul><ul><li>Perfect example of branded utility </li></ul><ul><li>Excellent channel approach, cfr. ‘Run London’ </li></ul>CASE: NIKE PLUS « Nike+ has reinvented running as a fun, social, digital-enhanced sport »
  16. 18. <ul><li>Key results: </li></ul><ul><li>+ 450,000 kits sold during the 1 st three months </li></ul><ul><li>+ 15 millions KM during the 1 st year </li></ul><ul><li>Cannes: Titanium Lion and Cyber Grand Prix </li></ul>CASE: NIKE PLUS
  17. 19. CASE: DOVE EVOLUTION
  18. 20. CASE: DOVE EVOLUTION
  19. 21. <ul><li>Key results: </li></ul><ul><li>+ 10 million views on YouTube, also with a famous parody </li></ul><ul><li>Cannes: Grand Prix Film and Cyber Grand Prix (!) </li></ul>CASE: DOVE EVOLUTION
  20. 22. THANK YOU!

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