The document emphasizes the importance of consumer trust in brand communication, highlighting that 88% of consumers trust online reviews as much as personal recommendations. It provides examples of innovative marketing strategies that engage customers, such as using real stories, personal experiences, and technology to foster brand advocacy. Additionally, it stresses the need for brands to integrate valuable information and encourage a sense of belonging among their customers.

2. INSIGHTS, DATA AND TRENDS;
KNOWLEDGE TO BE ABLE TO
QUESTION AND BUILD
OWNED SPACES WHERE
BRANDS INTERACT WITH
THEIR TARGET
STORIES AND EXPERIENCES
CREATED TO CONNECT
BRANDS WITH PEOPLE
CONVERSATION AND CONTENT
CREATED AND THOUGHT TO BE
CONSUMED AND SHARED
INNOVATION IN TECHNOLOGY,
STRATEGY, MEDIA, MESSAGE
AND EXECUTION

3. TRUST
88% OF CONSUMERS TRUST ONLINE REVIEWS
AS MUCH AS PERSONAL RECOMMENDATIONS
“TURN CUSTOMERS INTO BRAND ADVOCATES”

4. ECOMMERCE
WEBSITES THAT CONTAIN VALIDATED REVIEW CONTENT
CONVERT 3.2 TIMES MORE THAN THOSE THAT DON’T
“HELP YOUR CONSUMERS MAKE BUYING DECISIONS”

5. SKYPE
TRANSLATOR
A CONVICTED DRUNK DRIVER APPEARS IN THE MIRROR OF THE MEN’S
ROOM IN A BAR IN L.A. TO ASK YOU RECONSIDER DRINK AND DRIVE
“CONSUMERS ARE MORE LIKELY TO TRUST PEERS THAN INFLUENCERS”
WE SAVE LIVES
REFLECTIONS FROM INSIDE

6. BONDS
THE BOYS
AN UNDERWEAR BRAND CREATES A THERMOMETER
WHERE “THE BOYS” REACT TO THE OUTSIDE TEMPERATURE
“INTEGRATE YOUR MESSAGES TO VALUABLE INFORMATION FOR YOUR CUSTOMERS”

7. GOLF GTI
#MIRALOENCAMARALENTA
A FULL SPEED GOLF GTI THREE SECONDS VIDEO THAT WILL
ONLY MAKE SENSE WHEN YOU WATCH IT IN SLOW MOTION
“USE YOUR COMMUNICATION TO DELIVER A PRODUCT DEMO”

8. MI LUCHA
CONTRA EL RACISMO
COINCIDING WITH THE RE-LAUNCH OF MEIN KAMPF, 11 BOOKS
OF BIOGRAPHIES AND PERSONAL STORIES OF VICTIMS OF
XENOPHOBIA AND INTOLERANCE ARE PUBLISHED
“ONLY REAL CUSTOMERS WILL TALK WITH PASSION ABOUT YOUR BRAND”

9. SWEDISH TOURIST ASSOCIATION
THE SWEDISH NUMBER
250 YEARS AGO SWEDEN ABOLISHED THE FREEDOM OF SPEECH…
NOW THEY HAVE CREATED A TELEPHONE NUMBER THAT
RANDOMLY “CONNECTS” CITIZENS
“ENCOURAGE AND CREATE A FEELING OF BELONGING WITH YOUR CUSTOMERS”

10. JEEP
VIGILANT WALLPAPERS
A REALTIME WALL PAPER THAT SHOWS IMAGES THAT WILL HAVE YOUR
USERS LOOKING OUT FOR THREATS AND HAVE THE ABILITY TO REPORT THEM
“PROVIDE YOUR USERS WITH TOOLS TO INCREASE THE ENGAGE WITH YOUR BRAND”

11. DISNEY
UNFORGETTABLE STORIES
MINNIE MOUSE LEARNS SIGN LANGUAGE TO BE
ABLE TO COMMUNICATE WITH A DEAF GIRL
“TAKE YOUR SERVICE TO THE EXTREMES AND YOU WILL CREATE BRAND ADVOCATES”

12. SAFE ROADS
#DISTRACTEDDRIVING
A CANDID CAMARA INSIDE A TAXI; THAT HAS DRIVER DRINKING
ALCOHOL AND USING HIS MOBILE TELEPHONE WHILE DRIVING…
“USE REAL PEOPLE TO GENERATE EMPATHY WITH YOUR AUDIENCE.”