Bringing Innovation to Life - DAS Miami, 3/4/16
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Nicole Estebanell from Digitas' presentation from the Digiday Agency Summit in Miami FL - March 4, 2016.
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Bringing Innovation to Life - DAS Miami, 3/4/16
- 1. 1 Innovation @ DigitasLBi. Nicole Estebanell SVP, Group Media Director @nestebanell
- 2. 2 INNOVATION
- 4. 4 I WANT INNOVATION + WHAT’S NEXT
- 5. I WANT INNOVATION + WHAT’S NEXT EFFICIENCY. SCALE. ROI. + + 5
- 7. DEVELOP AND CREATE NEW THINGS THAT DELIVER EXTRAORDINARY VALUE.
- 9. 9 9 Insight: The last 3 feet of the path to purchase is critical Opportunity: Find the white space. 1st PC manufacturer to partner with Perch Interactive Impact: • Installed across 50 Best Buys • 3x increase in product engagement and time spent
- 10. 10 10 x x
- 11. Media. Maytag
- 12. Android Non-Android Client Ask: Find a ground breaking way to drive mobile engagement with existing anthem spot
- 13. 13 13 Opportunity: Leverage ESPN partnership for a 1st to market “Haptic” experience Impact: 60% higher retention rates (vs. brand benchmarks); 14% lift in video completion rates; 13x more likely to replay video
- 14. 14 14
- 16. 16 16 Client Ask: Create an immersive and interactive CES experience for the Kitchen of the Future Opportunity: Use 360 video to create an unparalleled consumer sneak peek into the future of appliances at CES Impact: +87% views (w/ -39% spend) YOY
- 18. 18 Client Ask: Extend product benefit in retail stores Idea: Create the most immersive sports documentaries ever using full VR to tell a story…not just capture 360 film Impact: • FIRST sneaker brand in the US to build a VR channel. • FIRST use of high def 360 drone camera
- 19. 19
Editor's Notes
- What is innovation? New ideas, on their own, are not innovation. Part of the word includes the act of doing, of making something happen. So how about “Doing new things” We’re definitely doing things with this definition, so that’s good. But what about “new”? What does that mean? We might say it means “never been done before,” but that’s a pretty tough definition. And it’s not necessary to be that tough. Innovation is doing things that are new in context. If something has never been done in your industry, even if it is common elsewhere, then doing it is innovation. If it’s never been done in your company then that can be innovation. Very often, it’s about perception: among your colleagues, your competitors and your customers. So is that good enough? One important thing is missing: why are we doing these visibly new things? For the sake of doing them? For fun? In business, at least, innovation must involve producing some value. It could be anything — profit, market share, awareness, brand sentiment. Whatever works for you. But that it’s a process that results in value is probably the most important part of all. So innovation is “doing new things that produce value”. Enough? Accurate, perhaps, but also unambitious. To capture a sense of ambition, we add a qualification: the value produced should be extraordinary. This is a talking point: what constitutes extraordinary value for your client? In passing, that means that some fancy piece of technology (eg, Oculus Rift) is not innovation. It may be innovation for its inventors, and it may be an enabler of innovation for our clients. It’s not innovation when used for its own sake.
- Partnered with ESPN to develop a one day mobile takeover Opt In experience with vibrations against existing spot Worked with PR team to amplify awareness
- We built Reebok VR as the culmination of a bigger video story partnership Reebok has with Vice Sports called The Moment. Linking product benefit (psychological immersion) to immersive storytelling at its best (vr) The idea was to create the most immersive sports documentaries ever using full VR to tell a story…not just capture 360 film which so many brands do. Eacn story is unique Each uses a different camera rig Each has a voice over to pullin the viewer The app broke ground as the FIRST sneaker brand in the US to build a VR channel. FIRST use of high def 360 drone camera and new custom body harness. It has several unique features as well We shot their head office campus across the day and night and time lapsed so the app changes according to the time of day. We created different loading screen exercises for the user to perform linking to the content they’re about to view. And we added in a background heartbeat to link the users excitement to the content. Ronnie Shalvis (Parkour) https://www.youtube.com/watch?v=aZQ1OBpTCvY Sir Issac White (Basketball) https://www.youtube.com/watch?v=CfEDO7F6btg Sierra Blair-Coyle (Climbing) https://www.youtube.com/watch?v=RsVMmV-CH8c
- We built Reebok VR as the culmination of a bigger video story partnership Reebok has with Vice Sports called The Moment. Linking product benefit (psychological immersion) to immersive storytelling at its best (vr) The idea was to create the most immersive sports documentaries ever using full VR to tell a story…not just capture 360 film which so many brands do. Eacn story is unique Each uses a different camera rig Each has a voice over to pullin the viewer The app broke ground as the FIRST sneaker brand in the US to build a VR channel. FIRST use of high def 360 drone camera and new custom body harness. It has several unique features as well We shot their head office campus across the day and night and time lapsed so the app changes according to the time of day. We created different loading screen exercises for the user to perform linking to the content they’re about to view. And we added in a background heartbeat to link the users excitement to the content. Ronnie Shalvis (Parkour) https://www.youtube.com/watch?v=aZQ1OBpTCvY Sir Issac White (Basketball) https://www.youtube.com/watch?v=CfEDO7F6btg Sierra Blair-Coyle (Climbing) https://www.youtube.com/watch?v=RsVMmV-CH8c