done at full6Berlin

1. !
1!

2. HELLO, NICE TO We‘re excited
to get to know
MEET YOU! you better.
You reading this presentation about us – or us and better user experience. No more misguided
talking you through it – is just the first step. compromises – because someone in your
organization doesn’t get it. We’ll provide you with
Our thinking focuses on relevance – and that the strategy, cases and numbers to fight for the
starts with us getting to know you better: You, turnaround inside your corporation. So you can
your company, your brand(s), your brains, your shine while your brand rockets – with a new view
consumers and your issues (if any). Without that on people (you used to call them “consumers”)
second step our thinking would remain shallow and their needs. And the role you could play in
and generic – and that‘s just not the real thing. their lives in order to create a constant dialogue
that brings you valuable insights – and faithful
Try us out! We’ll be a pain in the butt in the fans.
beginning – but only for the better. “Marketing
has changed” is the phrase on our flag – and we This document is only about us. Challenge us! Tell
mean it. No more boring messages that try to us about you! And the next document is 100%
hide product and service deficits – let’s look at about you.
the whole picture and think about an integrated
What do you think?
2!

3. ALL LINKS ON No time to read the
whole doc? Just click on
ONE PAGE a few links!
OUR CONVICTIONS
ABOUT US
Trade Shows http://goo.gl/NX4dS
Who are we? Kids http://goo.gl/UQH2A
Intranet http://goo.gl/roZln
http://youtu.be/m_DLwarH_7U
Corporate Websites http://goo.gl/h3fjI
What do we believe in?
http://youtu.be/azuZXx2ehzs
Radio http://goo.gl/vr5NX
What does Synchronized Marketing mean? Loyalty http://goo.gl/gcJnb
http://youtu.be/T8ufba-PtKo
Retail http://goo.gl/8jc7O
Luxury http://goo.gl/tjTMx
Social Store http://goo.gl/HrY5t
OUR WORK
Influencers http://goo.gl/2jEkC
What are we capable of?
http://youtu.be/nmvYmfPdbvM
OUR PRODUCTS
Real Life Social Media – Case: Barceló Hotels
http://youtu.be/L8YEZ8MjW2s Facebook Mirror http://goo.gl/9hPQf
Case: David Backham Fragrances Play4Search http://goo.gl/rE1mQ !
http://youtu.be/6gBZq1CBjFU Augmented TV http://goo.gl/VuppM
Green Study http://greencommitment.fullsix.com/
3!

4. http://www.youtube.com/watch?v=m_DLwarH_7U&feature=share&list=UUu94rgSOpxS_irwiBePwBIg
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5. 5!

6. !
6!

7. The FullSIX Group was founded in 1998 by Marco Tinelli
IT ALL STARTED WITH ONE and a few of his friends. Today, FullSIX is the biggest
NEW VISION ON MARKETING independent marketing communication group in Europe.
AND A HANDFUL OF PEOPLE. Marco Tinelli is still CEO – and his all friends are there, too.
7!

8. WE ARE ALL OVER The FullSIX Group has 20 agencies:
in France, Spain, Portugal, UK, USA,
THE WORLD China, Russia, Brazil – and Germany.
AND WE ARE MANY. In total we’re about 1.000 people.
8!

9. OUR GROUP FullSIX (HQ Paris) and Grand Union (HQ London)
Novalem, our SEM specialists
OFFERS DIVERSE EXPERTISE Ekino, for all things technological
AND HAS ONE SPECIALISED AGENCY FOR EVERY AREA. OTO, our very own market research institute
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10. THESE ARE OUR GLOBAL CLIENTS
ACROSS ALL AGENCIES IN THE GROUP.
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9
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11. THESE ARE THE GLOBAL PLATFORMS
THAT WE PARTNER WITH.
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12. !
12!

13. WHAT DOES SYNCHRONIZED
MARTKETING MEAN TO US?
WE‘LL TELL YOU IN OUR OWN WORDS.
http://www.youtube.com/watch?v=azuZXx2ehzs&feature=plcp http://youtu.be/T8ufba-PtKo
13!

14. These 7 years have been wasted in
LET‘S FACE IT, terms of performance, know how,
COMPANIES ARE 7 YEARS BEHIND.
learning and culture.
14!

15. It’s time to leave the It’s the core principle of our
REPLACE FREQUENCY old frequency model philosophy, and with it we have
WITH RELEVANCE behind: Embrace succeeded in reducing media
AND GET MORE ROI. relevance as the key budgets while increasing ROI for
driver in your company! several of our clients.
15!

16. New channels open every Which in turn allows
THE KEY AREAS OF d a y. T h e y c a l l f o r n e w companies to become
OUR APPROACH content. The amount of increasingly agile: They can
ARE ALL ABOUT NEW THINGS data amassed from user try out a new channel or
THAT HAPPEN FAST. transactions within these technology, notice fast If it
channels is so vast, that works or not – and skip on
we’re experiencing a to the next if it doesn’t.
data revolution. (We call it failfast.)
16!

17. SO, HOW DO YOU It’s about giving people Meaning: It’s no
proof that you’re for longer enough for
BECOME RELEVANT? real, and that it’s not brands to say things.
IT‘S ABOUT MAKING just another marketing Instead they have to
SENSE TO PEOPLE
idea. do things!
17!

18. HOW WE TACKLE THE Relevance is about Because Lena is not going to let your
making sense to people. brand through her front door, sit on her
TOPIC OF RELEVANCE: Hence, a brand’s ultimate sofa and chat to her all day long if she
HERE COMES LENA. WANT TO goal should be to play a hasn’t understood that you can offer
PLAY A ROLE IN HER LIFE?
role in their lives. her something that nobody else can!
18!

19. THE FIRST Your brand can’t possibly Ask yourself what you want to talk
to Lena about that could fill a
tell Lena 10 times a day that
STEP your toothpaste is the best. whole day of conversation with
DEFINE YOUR her.
Instead you must define a
PLAYGROUND Is it happiness? Love? Sex?
playground:
Extreme sports?
19!

20. Happiness, love, sex and extreme sports mean Teach her black slope snowboarding?
THE SECOND nothing on their own: You have to define a stake Get her to build her own snowboard?
STEP on your playground. What do you offer Lena? If Enable her to create a video that
DEFINE YOUR you’ve decided to talk to her about extreme makes her look like a snowboarding
STAKE sports – what are you going to do with it? pro?
20!

21. Next, you have to come up with a very specific But really, you want a
THE activation idea. very specific idea for your
THIRD STEP Activation ideas can be generic and applicable brand’s activation on your
COME UP WITH A VERY p l a y g r o u n d .
to any brand in the toothpaste market. Or they can
SPECIFIC ACTIVATION IDEA (If you nail it, Lena is in.)
be playground-related and hence more specific.
21!

22. LIFE CREATES Facebook and Twitter For people this is clear: Real life
are not the so-called and virtual life are inseparable
CONTENT virtual life. They’re – just look at gaming, Augmented
THE INTERNET
Real life. Reality (AR) and geolocalization.
DOESN‘T.
22!

23. DIGITAL IS NOT We believe that digital is not just another
channel but a revolution of the world we
A CHANNEL. knew and one that affects everyone in
IT‘S A REVOLUTION your company – not just the “Internet
AND ONE THAT‘S UNLIKELY Guy”. We believe that instead of just
TO END. doing digital, we need to be digital.
23!

24. In 1965 the word “cyborg”was defined We c a n s u d d e n l y r e a d
DIGITAL as: "A person whose physiological languages we never
GIVES US functioning is aided by a mechanical or learned, discover skin
SUPERPOWERS electronic device.” Today, with all our cancer without going
REALLY, WE‘RE smartphones, tablets and connected to the doctor and see
ALL CYBORGS. fridges, we’re all cyborgs, right? although we're blind.
24!

25. People always prefer cookies over a pile What marketers have
PEOPLE of dirty laundry. to do today is define
LOVE Why is that important? Because digital the cookies they’re
DIGITAL helps people have more joy and less pain able to provide. (In a
BECAUSE IT GIVES THEM in their lives! (It gives them more cookies relevant, meaningful
MORE JOY AND LESS PAIN. and helps them avoid the laundry.) and credible way.)
25!

26. THAT‘S WHY PEOPLE Naturally, people want
more and more cookies.
PUSH THE LIMITS Meaning: They are the
OF DIGITAL ones driving digital. Not
NOT TECHNOLOGY. technology!
26!

27. SO, ARE WE AT FULLSIX DIGITAL?
OR AREN‘T WE?
27!

28. !
28!

29. ABOUT BEING full6Berlin was
founded by Kai
FULLSIX IN BERLIN: and Annette in
100% FULLSIX, 100% BERLIN. June 2011.
29!

30. WE ARE 15 The people who work for us come from All of it backed up
diverse backgrounds – so we can focus our and executed by
PEOPLE content on a vast range of topics, incl. film, our production
FROM 15 DIFFERENT design, magazine editorial, fashion, professionals.
BACKGROUNDS.
storytelling, PR etc.
30!

31. WE ARE 1000 PEOPLE
PERFECTLY SET UP TO MANAGE BLUE CHIP CLIENTS.
31!

32. BERLIN CLIENTS
OUR PRIDE AND JOY
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33. !
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34. 4.1 WE ARE A DIGITAL We inspire you and your teams
regularly with our visions and bring
MARKETING CONSULTANCY you up to speed with numbers and
WE PRODUCE DECISION-SUPPORTING READING MATERIAL. studies.
34!

35. 4.2 WE HAVE STRONG And we’re happy to share them with
everyone. Take a look at our points of view
CONVICTIONS (POV) on the following topics:
ON ALMOST EVERYTHING
35!

36. 4.2 WE HAVE STRONG And we’re happy to share them with
everyone. Take a look at our points of view
CONVICTIONS (POV) on the following topics:
ON ALMOST EVERYTHING
36!

37. 4.2 WE HAVE STRONG And we’re happy to share them with
everyone. Take a look at our points of view
CONVICTIONS (POV) on the following topics:
ON ALMOST EVERYTHING
37!

38. !
38!

39. WHAT WE ARE CAPABLE
OF DOING
TRUST US, YOU DON‘T WANT TO KNOW ALL OF IT :-)
http://youtu.be/nmvYmfPdbvM
39!

40. WHAT WE ARE View the large version of this
presentation on Slideshare, and
CAPABLE OF DOING get a selection of cases for each
IF YOU LIKE LISTS – HERE‘S A LIST. one of our capabilities.
40!

41. SOCIAL MEDIA
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41!

42. BRANDED CONTENT AND INNOVATION
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43. MOBILE AND MOBILE APPS
43!
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44. CRM
44!
44!

45. GLOBAL WEBSITES
45!
45!

46. CORPORATE WEBSITES
Conception, creation, development
and ongoing maintenance of the institutional sites
46!

47. SEM
47!
47!

48. INTRANET
48!
48!

49. • Hotel Barceló Hamburg • Max Factor Deutschland
OUR PAST DEFINES • David Beckham Fragrances • Synvisc by Sanofi
OUR FUTURE – OR DOES IT? • Fame by Lady Gaga
A HANDFUL OF PROJECTS REALIZED • Hotel 13 on Nickelodeon
BY FULLSIX IN BERLIN TO DATE. • FIAT 500L “Sticker Storys”
.
49!

50. Under the concept “Come Closer” – a hotel staff who give their top choices
HOTEL reference to that special Spanish touch on Hamburg shopping, eating out,
BARCELÓ HAMBURG in Interpersonal relations and to the nightlife etc. on a dedicated Facebook
REAL LIFE SOCIAL MEDIA central location of the hotel – very App that also integrates their personal
personal content is provided by selected Twitter streams.
http://youtu.be/L8YEZ8MjW2s
50!

51. DAVID BECKHAM The introduction of DB as a stand-alone Activation for Homme: Under the motto “This
brand via the launch of his fragrances is who I am. Tell me who you are.” Facebook
FRAGRANCES Homme and The Essence involved new users could create a video of their life made
A MAN, A BRAND, A FRAGRANCE. AND product websites and Social Media of their Facebook photos – featuring their
A WEBISTE AND A SM EXPERIENCE experiences. own name as inspired by the DB logo.
http://youtu.be/6gBZq1CBjFU
51!

52. The brief was to inspire Lady Gaga for the launch of her The inspirational workshop took
FAME BY first fragrance, Fame. place at the Paris Stock
LADY GAGA A team of internal and external designers, artists, 3D Exchange and featured the film
REALLY BIG STORYTELLING specialists, video artists etc. from Berlin, Paris, Barcelona and an exhibition – covering
and Chicago developed a 6-minute trailer, explaining Web, Social, Mobile, POS,
“The New Element”, the launch concept for “Black Fluid”. installations and real life.
52!

53. HOTEL 13 For the European launch of the The approach included an in-depth
German edition of Hotel 13 – a daily analysis of the kids market, followed
ON NICKELODEON soap for 8-13 year olds on by a focus on getting kids to watch
A SECRET ONLINE MAGAZINE
Nickelodeon – a new website was Hotel 13 – as well as to get them away
WITH REAL LIFE CHALLENGES
combined with real life challenges. from the TV/PC screen and play outside.
http://ww
w.hotel-1
3.com/de
53!

54. The aim was to support the “Designgarage” visitor‘s video and a microsite that explains
FIAT 500L event series of FIAT Deutschland with a fun the project and archives these stories were
STICKER STORYS way for visitors to tell short video stories produced. Every visitor receives 2 stickers:
THE FIRST CAR THAT‘S inspired by small everyday objects. A mobile One to stick on the FIAT 500L at the event –
FULL OF STORIES “video-recording box” (feat. an iPad App) making it the first car full of stories – and one
that prints stickers with a QR-code to each to stick anywhere he wants!
http://stickerstorys
.fiat500l.de/
54!

55. We‘re experts in conceptualizing, designing
MAX FACTOR and producing newsletters and online banners
DEUTSCHLAND and have been working for Max Factor as the
MONTHLY NEWSLETTERS key provider of this kind of material since the
AND DISPLAY ADS opening of our office.
55!

56. A comprehensive study was carried out to the previous 12 months– incl. Google Search,
SYNVISC investigate the online reputation of arthrosis Social Media, blogs, news and forums.
BY SANOFI medication Synvisc (knee injections based on Key Finding: It’s medical forums that provide
eREPUTATION hyaluronic acid) in Germany. After no findings on the inte resting information – with doctors
the brand,the entire market for arthrose, hyaluronic and frequent users writing their
acid and knees was screened for “professional” opinion and experiences.
56!

57. !
57!

58. • Grabbers • Green Commitment in
WE THINK AHEAD • Facebook Mirror Germany: A Study
AND CREATE TODAY WHAT • Augmented TV
• Facebook Shop
YOU‘LL NEED TOMORROW.
• Play4Search • Social Sampling
• Voucher Printer Machines
• IMAGE
58!

59. We have developed an iPhone Our aim is to offer brands a simple
GRABBERS and Android App through which way to engage people into an AR
A MOBILE AR APP BASED
users can discover branded AR treasure hunt and deliver interesting
ON GEOLOCALIZATION
Icons (Pixxies) on a street map – content or vouchers if a certain series
and hunt them using their of Pixxies have been collected.
camera.
http://de.slideshare.net/fullsixberlin/full6berlin-
grabbers-augmented-reality-mobile-app
59!

60. The Facebook Mirror is a fun, touch-screen based
FACEBOOK MIRROR gadget we have developed to get people to take a
ON SITE AND IN-STORE SOCIAL
branded photo of themselves (e.g. at events, in-store
TOUCHSCREEN MACHINE
etc.) and to upload it onto their Facebook wall straight
away – generating buzz and awareness.
http://youtu.be/wjCgfNib1TU
60!

61. We have developed a White Label Facebook Shop App
FACEBOOK that aims to take a brand’s offer into the core of the Social world –
SOCIAL STORE i.e. to have It liked, shared and commented – by making it part of
MAKING PRODUCTS PART people’s conversations and by trusting the power of people
OF CONVERSATIONS doing things in groups. Things like shopping and buying.
http://de
.slidesha
re.net/fu
llsixberlin
/full6berl
in -socialsto
re
61!

62. We have developed a new The aim is a broadened keyword
PLAY4SEARCH approach on SEO by fusing bandwidth – giving brands a higher
AUGMENTING THE CLASSICAL
classical product-related SEO possibility to rank high on possibly
SEO APPROACH
principles with our unique unexpected but definitely relevant
philosophy on a brand’s search terms.
Playground.
http://de
.slidesha
re.net/fu
llsixberlin
/play4se
arch
62!

63. VOUCHER PRINTER
IN-STORE RELEVANCE SHOPPER-HELPER
AND BARGAIN-GAINER
The Voucher Printer is a practical,
touchscreen based In-store display
board that is ideally placed at the
Head of shopping isles – i.e. where
the special offers are.
It suggests relevant recipes, styling
looks etc. to shoppers – using
ingredients or products that can be
found in the same shelf – and prints
out vouchers for these products.
63!

64. We carried out a study The outcome? Depending on the sector, brands
GREEN COMMITMENT across 500 people in are definitely required to be committed to the
IN GERMANY: A STUDY Germany, asking them about environment. But saying it isn’t enough: People
A BRAND‘S GREEN COMMITMENT the importance of companies check green claims up online – and aren’t happy
IS CHECKED ONLINE and brands “being green”. if it turns out to be just another marketing idea.
http://greencommitment.fullsix.com/
64!

65. It turns out that an increasing amount of Hence we have developed a
AUGMENTED TV people use their tablet while Watching prototype for an iPad App that
THE WAY WE WATCH TV. Our aim is to take an existing user “listens” to what is going on on
TV IS CHANGING
behaviour and help brands, content TV – in order to display suitable
providers and TV stations to make the branded content simultaneously.
most out of this trend.
http://de.slideshare.net/fullsixberlin/
full6berlin-augmented-tv
65!

66. We have developed a branded Great fun for
SOCIAL SAMPLING vending machine – that is also people. Great buzz
MACHINES a place on Facebook Places for the brand. Lots
REWARDS FOR SOCIAL – and that dispenses a sample of new fans on
INTERACTIONS every time a person checks into it. Facebook.
66!

67. !
67!

68. WE DON‘T BITE Choose one of these ways to get in
touch with us:
hallo@fullsix.de
www.facebook.com/F6Berlin
FullSIX GmbH
Heinrich-Roller-Str. 16b
www.twitter.com/FullSIXBerlin 10405 Berlin
Germany
T: +49 (0)30 – 23 25 756 - 40
www.youtube.com/user/fullsixberlin
www.slideshare.net/fullsixberlin
68!