Creating Connections

20th May 2008

Creating
Connections
Audi Digital Trends workshop
Prepared by Nick Balfe

©2008 GT London Ltd

Purpose of the day
• To get to grips with how the digital
environment is changing

• To explore the new opportunities that
this presents to the business


Agenda

The digital universe
Connecting with our audience
Digital trends
What this means for Audi


The digital universe
is evolving


From the world
wide web...


...to a web of digital
opportunities


Don’t worry, it’s not
as scary as it
sounds


Finding
Connecting
Sharing


Catering for The Long Tail
Volume

People

What does digital
mean in your day?


A typical digital day
Commute to work On the train home
– listen to Radio 5 – review the
podcasts, presentation using
downloaded the on board WiFi
previous day connection

Wake up, make All morning Check standing At home – radio
coffee - any meeting, order payments on, cook some
texts received occasionally have gone out on dinner, glass of
yet? checking Blackberry Firstdirect.com wine!

7am 1pm 7pm 11pm

Check for Get into Lunchtime – Any Just enough Catch up on last
emails and work, browse news for tonight’s time for the gym night’s episode
messages on the news at match? Check before heading of Lost on Digital
Blackberry from Timesonline.c Football365.com home – On Demand box
US clients o.uk download some
overnight new tracks from
iTunes for the
Arrive at treadmill
Paddington station
– see digital
escalator panels
on the Tube

The stats to back it up...

• Over two thirds of UK households have
internet access
• Nearly three quarters of these are
broadband enabled
• 2.9 million people in the UK have
watched a TV show streamed via the
internet
• One million have used BBC iPlayer
• The Ricky Gervais podcasts were
downloaded by an average of 261,670
per week

Digital Digital
migrants natives


Digital is all about
creating
connections


Networks of association
Consumers build networks of
association with brands they come
across in their day to day lives

The more experiences people have of a
brand, the stronger the association they
feel to it
Robert Heath
The Hidden Power of Advertising , 2001


Fields of influence

Media
opinions

Percep- Friends
tions and
family
Customer

Environ- Comms
ment


Innocent Smoothies

Customer

Friends
and
family


We are looking for
ways to connect
with our audience
more often, and
give them more
rewarding
experiences

Digital trends


Participation


Participation

From one to many – i.e. Brand
communications out, to many to many:


BBC Electric Proms SMS Memory Wall


Nokia Regent’s Street Christmas Lights


Portability


Portability
The rise in wireless technology and
portable media players means that
content can be consumed on the go, and
at the convenience of the user:


Nike+ LCD Sound System 45:33


From promotional download, to
sub-cultural phenomena


Xbox Ilovebees.com ARG


Multi-platform, alternate reality
gaming experience


Personalisation


Personalisation
As our use of the internet becomes more
sophisticated, we now expect to not only
upload our own content, we also want to
be able to pull data into our own personal
portals.

del.icio.us

Amazon Personalised homepage


Prada digital size reader


Time to exercise
your brains...


How can we apply these trends?
Imagine you work for an award winning
digital agency...

Your client, a major prestige car brand, is
launching a new two-door soft top, aimed
at young, singles and couples without
children. They are likely to be urban,
affluent, and digitally savvy.

What digital ideas would you suggest as
part of an integrated launch campaign?

3 groups...

Adrian’s group: Personalisation

Nick’s group: Portability

Michelle’s group: Participation


What does this
mean for Audi?


People want more
from their
experiences of
brands in digital
environments

Responding to digital change

Display Two-way Co-creation
advertising communication and sharing


The purchase
process is far more
fluid than the
purchase funnel
model suggests

The purchase process as we currently
know it
Awareness

Consideration

Purchase

Retention


Pre-internet product search

Decision

John Lewis
Discussion Discussion
with with
partner partner Purchase

Dixons

Adapted from Henley
Centre research, 2006

Post-internet product search
Pop
ups Discount
camera Decision
Google
Kelkoo site

Amazon John
Discussion Lewis
with Purchase:
partner Google Ebay
Discussion
Discussion with
with partner
Camera partner
chat Comet
forum Adapted from Henley
Pop Centre research, 2006
ups

From purchase
funnel to purchase
web


‘Pre-proactive’ info gathering
Purchase decisions are being made long
before people enter the car buying
process.

We need to create connections between
the brand and the consumer’s digital
experiences.
Swift Research, 2007


We shouldn’t think
of digital as
another channel
for our campaigns.
We should think of
it as a way to build
relationships.

A constant connection with our
audience

Purchase

Brand engagement Functional tools and
experiences utilities


Barrack Obama presidential
candidate campaign


Over to you again...


Experiences and tools

You still work for an award winning digital
agency...

Since your client’s customers go between
two and three years between changing
cars, you have been asked to think about
how you can maintain relationships with
customers over the longer term.


Summary


People rely on
digital tools,
experiences and
devices throughout
their day

The most
successful brands
use digital to
deliver both
functional content
and engaging
experiences

Digital should be
used to create
longer term
connections with
audiences, in order
to build stronger
relationships

Thank you!
Nick Balfe
Planner
Nick.Balfe@wearegt.com
wearegt.com


Creating Connections

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