Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age

1. “Welcome to the age of PULL”
Selected Cases
Zigurds Zaķis Strategic Planning Director, DOMINO BBDO
Moscow, September 11, 2009

2. Step 0:
Getting Your “Now What?” Right
Source for “Social Systems”: David Armano, http://darmano.typepad.com

6. The age of PULL:
What pulls?
1. 2.
Creating content Designing
that customers the value for
seek or share customer

7. A.
big ideas
that work across different platforms

8. simple, single-minded ideas
(concepts)
that work across
different channels

10. Watcher
Voyeur On Demand
Trailer
Teaser Trailer Watcher Film
Wall Screening Event
Print
HBOVoyeur.com
Mobile
Online Banners Content
Go Cards Event Invitations Ancillary Websites

11. High entertainment value
Outstanding storytelling
Applications to different channels:
Translating, not copying

12. Trans-media experiences

13. B.
Managing participation in
social platforms right

14. 14

15. 15

16. 16

17. 17

22. Big idea + consistency
Heavily non-traditional media based
A lot of branded applications
On-line (Twitter, Facebook)
Involving people (donations, recommendations)

23. C.
Creating extraordinary
digital experiences

25. IKEA, 2009
Agency: CP+B
Agency: Love Brindfors http://demo.fb.se/e/ikea/comeintothecloset/site/default.htm

26. IKEA, 2007
http://demo.fb.se/e/ikea/dreamkitchen/site/default.html

27. http://unlimited.orange.co.uk/flash/go

28. D.
Designing services

29. “.... the future of advertising
is great products that have
marketing embedded in them.”
Jeff Hicks
CEO, Crispin Porter + Bogusky
October 2006

30. Agency: CP+B

34. Agency: RG/A

35. Agency: RG/A

36. Agency: RG/A

43. Location

44. http://www.swisstrains.ch/

47. Insight:
Nobody runs a marathon on their own. Runners depend on the
support of friends and family to reach their ambition.
35’000 Runners, hundreds thousands follows
Strategy
Make adidas a crucial part of the conversation about the
London Marathon on social media by giving the community
something innovative and useful.
http://www.bemarvellous.com/does_adidaslondonmarathon.html

49. E.
Help learning new skills

51. Nike Signature Moves

52. Nike Signature Moves

53. Nike SPARQ
training program

54. FIAT: Eco Drive

56. G.
Helping to build and
supporting communities

57. Agency: RG/A

58. Nike+ and Nike Human Race

59. H.
Unleashing
collective intelligence
making them work together
to solve the challenge or help each other

60. Best Buy: Twelpforce
Twelpforce
A collective force of Best Buy
technology pros offering tech
advice in Tweet form.

61. • Strategy:
to get people talking and working
together to solve a puzzle too tough
for just one person
• Digital Brief:
make them to watch every second of
TVC
Guinnesstipping.com

63. F.
Creating platforms
for their self-expression

64. 0. Getting your “Now-What” right
A. Big Ideas
B. Managing participation in social platforms
C. Creating extraordinary digital experiences
D. Designing Services
E. Helping Learn New Skills
F. Building and supporting communities
F. Creating platforms for self-expression

65. Summary
1. 2.
Creating content Designing
that customers the value for
seek or share customer

66. In the age of pull
we all are in the business of
Designing the value
for customer

67. = Making his life
better, easier, richer

68. Try a lot of things!
Fall often!
Fall forward!