This document discusses different types of branded content used by companies to engage consumers. It identifies three types of companies: those that make things happen, those that wait for things to happen, and those that wonder what happened. It then provides examples of branded content campaigns by Expedia, Vodafone Healthline, Shell, and Coca-Cola that tell compelling stories in an engaging way to promote their brands in a non-interruptive manner. The document advocates that brands should collaborate with broadcasters to create branded content as the future approach, and that effective content tells honest, engaging, and relevant stories.

1. BRANDED CONTENT
Spero Patricios
Johannesburg
South Africa

2. 3 TYPES OF COMPANIES/ BRANDS
Those who make things happen…
Those that wait for things to happen…
Those who wonder what happened…
Source: Anonymous

3. Those who wonder what happened…..

4. BRANDED CONTENT
Started on Radio in the 30’s
Product
Placement
Brand
Integration
Branded
Content

5. WE START WITH A STORY
Gustavo farmed in Argentina
Hindered by SCARCITY.

6. SCARCITY
Only 10% of land is arable
Controlled by a reluctant few
Shortage of labour
Shortage of capital

7. A NEW MODEL
Lease rather than acquire
Freelance Labour hired when needed
Renting equipment
Family business to second largest grain producer

8. SIMILARITIES
Land
Time & technology
consumer choice
Labour
Interruptive Ads
Capital
Capital

9. MAKE THINGS HAPPEN
Broadcasters & brands collaborate
Branded Content is the future

10. BACK TO THE FUTURE
"
Should brands do content?"
"How should they do it?“

11. TELL ME A STORY
If it feels like marketing it wont work!

12. What is the difference between

13. What is the difference between

14. What is the difference between
Rolex
Oris

15. IT’S THE STORY
The worlds best companies tell great
stories
….which are honest, engaging & relevant

16. Some
examples

17. EXPEDIA’S FIND YOURS
Expedia know that every trip is unique, personal and has the
potential to be transformational. With more travel options than
anyone else, Expedia exist to help each individual find exactly what it
.
is they are looking for. These stories show you how powerful
storytelling is.

18. FIND YOUR STRENGTH
http://www.expedia.com/p/info-other/findyours.htm

19. HEALTHLINE
Vodafone Healthline is a ground breaking reality TV series that
changes the lives of ordinary people.
Healthline has significantly contributed to changing the lives of people by
providing them with expert health information and advice that has
encouraged and empowered them to take charge of their health.
.

20. HEALTHLINE - NADIA’S
STORY
https://www.youtube.com/watch?v=frNxLPuuGJI

21. SHELL - EUREKA
Shell wanted to show that environmental issues were a high priority for
them. Eureka is a series of short films that highlight this key point.

22. SHELL - EUREKA
https://www.youtube.com/watch?v=L7mfDEJRslY

23. COCA-COLA JOURNEY
This year the world's largest soda maker flipped its corporate
homepage, coca-colacompany.com, from standard investor relations
to a content portal, complete with info graphics, stories, and opinion
posts by people like the former President of Ireland.
In a twist on "traditional" content marketing, Journey is targeting CocaCola investors and folks who specifically want content about the brand
itself. Coke is telling the stories it wishes the press would write: how it's
helping veterans find jobs, how its promotion of healthy lifestyle and
inside looks at a Coca-Cola sponsored game to help fight AIDS.
www.coca-colacompany.com

24. Our Branded Content team is changing the
way brands engage their consumers, across the
African continent.
WE CAN MAKE IT HAPPEN!

25. THANK YOU
Spero Patricios - MD
spero@launchfactory.co.za
Tel: 011 884 8820
Fax: 011 884 5523
Mobile: 083 326 2249
All content in this presentation is the intellectual property of
Launch Factory and cannot be used in isolation.