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LEGEND, SLIDESHARE VERSION
CLICK FOR…
EXTERNAL LINK
EXTERNAL VIDEO
CTRL+L = PDF IN FULL SCREEN MODE
WELCOME TO 90 MINUTES
THAT JUST MIGHT CHANGE
YOUR ENTIRE LIFE
TODAY’S WORKSHOP SCHEDULE
11:30 Welcome and explanation of Workshop details (05 min)
11:35 Brief presentation of the Perso...
LET’S GO!
HOW?
R1
R2
R3
R4
WHO?
Ubaldo
Walter
Holger.
尋找威利
BONJOUR
Wally
Waldo
Charlie
Credits: Martin Handford
#CannesLions @pwfleming
RECOGNITION
This Brand Is 21st Century
This Brand Sees Me...
& Simplifies My Life
Credits: Twentieth-Century Fox
RECOGNITION
R2
R3
R4
OEL NGATI KAMEIE
WHICH BRANDS ARE MISSING OUT?
 WHY Strong competition from Nintendo for female segment
PlayStation Spain
Recognition through Comercial Ethnography (“CE...
You Understand “Flow”
Your Brand Lets Me Fly!
& Uses Micro-Moments
RESPONSE
#CannesLions @pwfleming
Google Micro-Moments
Right Time. Right Person. Right Product.
NO FLOW
FLOW
#CannesLions @pwfleming
FLOW
You Speak My Language
Know My Digital Lifestyle
& Your Brand’s Relevant
RESPECT
RECOGNITION
RESPONSE
RESPECT
R4
#CannesLions @pwfleming
Weather
Digital Post-Its®
Alarm Clock
Stocks
Your Mum
Digital Lifestyle
Decisive for Respect. Critical for Sales.
Credits ...
Transactions Are Organic
Lovemark Loyalty…
And Generate MGM
RELATIONSHIP
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP
#CannesLions @pwfleming
SOLOMO
Local,
the unexploited
secret
LA RENTABILIDAD
NACE DE LA RELACIÓN
Profitability Is Born from People
12% Conversion to Database
11:48 Average Time On-Site
23% Member get Member
3,45% Conversion to Sales
RECOGNITION
RESPONSE...
THE SECRET PASSWORD?
HOW CAN
YOU GET TO
YOUR BEST
CUSTOMER?
#CannesLions @pwfleming
Credits: Rolls Royce, H.J. Mulliner · RM Auctions
The Secret Password:.
Relevant Relationship
slideshare.net/pwfleming
{available 27.06.16}
#CannesLions @pwfleming
“The Personal Cybersphere”
and “The 4 R’s”:
© Copyri...
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016
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[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016

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Workshop 22.06.16 · The "Personal Cybersphere" is a shield with which each digital citizen protects herself, blocking our campaigns. This is especially true of the so-called "Generation Z" and "Millennials". How can we as creatives and strategists gain entry to their personal cyberspheres? In this presentation, Barcelona Virtual revealed "the Four Rs": four separate levels that an effective, winning campaign needs to take into account, as well as the secret password for penetrating the Cybersphere in the first place. With humour, "ah ha!" moments and compelling European case studies, along with examples (PlayStation, Universal Pictures) and innovations from the speaker's hometown, Barcelona. Participants were then invited to tame the Personal Cybersphere themselves by working in teams during the rest of the workshop. The brief asked them to develop a practical strategy for gaining entry to the Cybersphere and activating the first two "Rs". In this way they would be able to successfully connect with their most profitable digital customers.

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[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016

  1. 1. LEGEND, SLIDESHARE VERSION CLICK FOR… EXTERNAL LINK EXTERNAL VIDEO CTRL+L = PDF IN FULL SCREEN MODE
  2. 2. WELCOME TO 90 MINUTES THAT JUST MIGHT CHANGE YOUR ENTIRE LIFE
  3. 3. TODAY’S WORKSHOP SCHEDULE 11:30 Welcome and explanation of Workshop details (05 min) 11:35 Brief presentation of the Personal Cybersphere (25 min) 12:00 The Brief, Forming Teams, “The Secret Envelopes“ (10 min) 12:10 Team-Work on the Workshop Challenge (30 min) 12:40 Team presentations & Close at 13:00 (20 min) #CannesLions @pwfleming
  4. 4. LET’S GO!
  5. 5. HOW?
  6. 6. R1 R2 R3 R4
  7. 7. WHO?
  8. 8. Ubaldo Walter Holger. 尋找威利 BONJOUR Wally Waldo Charlie Credits: Martin Handford #CannesLions @pwfleming
  9. 9. RECOGNITION This Brand Is 21st Century This Brand Sees Me... & Simplifies My Life
  10. 10. Credits: Twentieth-Century Fox RECOGNITION R2 R3 R4 OEL NGATI KAMEIE
  11. 11. WHICH BRANDS ARE MISSING OUT?
  12. 12.  WHY Strong competition from Nintendo for female segment PlayStation Spain Recognition through Comercial Ethnography (“CE”)  WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona  HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”    
  13. 13. You Understand “Flow” Your Brand Lets Me Fly! & Uses Micro-Moments RESPONSE
  14. 14. #CannesLions @pwfleming
  15. 15. Google Micro-Moments Right Time. Right Person. Right Product. NO FLOW FLOW #CannesLions @pwfleming FLOW
  16. 16. You Speak My Language Know My Digital Lifestyle & Your Brand’s Relevant RESPECT
  17. 17. RECOGNITION RESPONSE RESPECT R4
  18. 18. #CannesLions @pwfleming
  19. 19. Weather Digital Post-Its® Alarm Clock Stocks Your Mum Digital Lifestyle Decisive for Respect. Critical for Sales. Credits meme: someecards.com, PlayStation VR #CannesLions @pwfleming
  20. 20. Transactions Are Organic Lovemark Loyalty… And Generate MGM RELATIONSHIP
  21. 21. RECOGNITION RESPONSE RESPECT RELATIONSHIP
  22. 22. #CannesLions @pwfleming SOLOMO Local, the unexploited secret
  23. 23. LA RENTABILIDAD NACE DE LA RELACIÓN Profitability Is Born from People
  24. 24. 12% Conversion to Database 11:48 Average Time On-Site 23% Member get Member 3,45% Conversion to Sales RECOGNITION RESPONSE RESPECT RELATIONSHIP
  25. 25. THE SECRET PASSWORD?
  26. 26. HOW CAN YOU GET TO YOUR BEST CUSTOMER? #CannesLions @pwfleming
  27. 27. Credits: Rolls Royce, H.J. Mulliner · RM Auctions The Secret Password:. Relevant Relationship
  28. 28. slideshare.net/pwfleming {available 27.06.16} #CannesLions @pwfleming “The Personal Cybersphere” and “The 4 R’s”: © Copyright Paul W. Fleming, 2001

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