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Trendy v aktivaci spotřebitelů 2.0

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Updatovaná verze dnešní prezentace na FORUM MEDIA 2010

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Trendy v aktivaci spotřebitelů 2.0

  1. 1. Trendy v aktivaci spotřebitelů Václav Naiman, generální ředitel Müller; Robert Kubička, RedBull; Leon Sverdlin, kreativní ředitel Mark/BBDO; Petr Václavek, ředitel Lemonade
  2. 2. Svět se mění...
  3. 3. CONSUMPTION ERA MULTI-CHANNEL MARKETING DISPOSABLE MENTALITY MASSIVE SHOPPING PRE-CONSUMPTION ERA SOCIAL WOM POST-CONSUMPTION ERA ONLINE BARRIER SOCIAL DECISION INFLUENCE DO I NEED MORE? RE-USE MODERATE MODEST CONSUMPTION MORE SOCIALLY CONSUMPTION CONSCIOUS BEHAVIOR
  4. 4. SALES MUST GO ON
  5. 5. ? ALE KAM
  6. 6. 20% vs 80% Tohle pravidlo platí i v novém tisíciletí
  7. 7. Setkáváme se s celou řadou nových pojmů
  8. 8. Brand Engagement
  9. 9. Neo-Marketing
  10. 10. Social Brand
  11. 11. Interactive Marketing
  12. 12. Brand Conversation
  13. 13. Community Marketing
  14. 14. BRIEF: Promote the new Ford Ka to notoriously hard-to-reach 20-somethings who think Ka is for their grans. STRATEGY: Our RESULTS: The website has creatively expressive received over 1.13 million audience is curious visitors with 92,991 people about quirky stuff. registering for test-drives, They love experiencing brochures, and configuring new things, so we took a Ka. A total of 2862 them on a journey of discovery pins have been discovery using created so far and continues outdoor ambient, a to grow. Despite a steep mobile app and decline in global sales, the website experience personalised Ka range sold that ultimately lead out immediately, creating a back them back to the waiting list of 35,000 real world. (including deposits paid). SOLUTION: First, we hid and distributed QR code stickers in bars and art spaces around Europe. This ambient yet interactive placement enabled people to download and see an Augmented Reality 3D Ka on their mobile phone (an EU first). Not only did they discover Ford Ka close-up but the GoFindIt.net URL appears encouraging them to go find more online. The ‘Find It’ site challenges people to discover a whole world of exciting new things hidden in plain sight. It uses social mapping to allow people to find out more about Ka as well as make, share and automatically tweet discoveries related to music, design, street art and popular culture. Over 2,500 pieces of content have been created in just 6 months with more being contributed everyday. Ours was a full circle approach – we started with outdoor to drive our audience to their mobiles which then sent them online where they discovered more about what was happening in their local geographical environment.
  15. 15. TALKING TREE
  16. 16. Volkswagen Sweden made a really huge worldwide tens audience of of millions viewers within six months.
  17. 17. Big brand names including Ford and Nike are going so far as to release on Facebook first. Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy. The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitter (Twitter) in the U.S.; the Explorer was the number two most searched for term on Google (Google); Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.
  18. 18. Samsung: Samsung was also able to crack the top 10 twice, with their YouTube HD Camera Trick, and Extreme Sheep LED Art videos, the latter of which is preforming astronomically well since debuting back in March. The top ten is rounded out with ads from Coca- Cola, Bontrust, and Cadbury.
  19. 19. Jednu věc mají všechny tyto aktivace společnou. Stojí mimo rámec tradičního pojetí marketingu a reklamy. Co to znamená?
  20. 20. 1. Je to všechno velká bublina, která brzy splaskne?
  21. 21. 2. Promo hard-sell, relationship?
  22. 22. 3. TV, radio, print, nové možnosti?
  23. 23. 4. Co a jak, proč?
  24. 24. 5. Rozum, srdce?
  25. 25. Děkujeme za pozornost Václav Naiman, generální ředitel Müller; Robert Kubička, RedBull; Leon Sverdlin, kreativní ředitel Mark/BBDO; Petr Václavek, ředitel Lemonade

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