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Did you know that every day
around the world:
500 million tweets are posted
4.3 billion Facebook
messages are sent
500 million hours of content
gets uploaded to YouTube
(Source: Havas Media Meaningful
Brands survey)
That’s a lot of noise to cut through!
Now, some of you may have already
seen Havas Media’s excellent
Meaningful Brands survey which
was published last month (Feb).
They interviewed 375,000 people
from 33 countries with questions
about 1,500 brands. The study is
packed with fascinating insights.
The headlines read as follows:
84% of consumers expect brands to
produce content and they expect that
content to entertain, tell stories,
provide solutions and create
experiences and events.
However, they also believe that some
60% of the content created by the
world’s leading 1,500 brands is
‘just clutter.’
In fact, they wouldn’t care if 74%
of brands they used disappeared.
Just to make things worse we’ve
got the issue of Fake News
to add into the mix.
Not only is content not meaningful
anymore – a lot of the time it’s
just not true.
"If you don't have anything to say as a brand, you're just a product." Spencer Baim, Chief Strategic Officer, Vice Media //
Spencer Baim from Vice
Media sums up the situation
pretty well, and it’s a
sentiment we agree with
wholeheartedly.
The Power of
Record-Breaking // It's human nature to want to be
part of something. Perhaps to
be the best at in the world at
something.
We believe anyone, anywhere
can become a record-breaker,
from any country, culture or
age group.
Record breaking inspires,
delights and unites people.
It’s a powerful way for brands
to entertain and engage their
target audience, and encourage
the natural human instinct to
share and celebrate experiences.
How It
Works //
So how does it work?
Here are four examples
of record-breaking for you:
cars, washing machines,
deodorant and processors.
Next is how these brands took
a step back to identify their key
message, took a risk creatively,
and worked with us to be
entertaining, and delivered
engagement and numbers
that really made a difference.
Case Study
Jaguar
Their brief was twofold, they
wanted to celebrate their 80th
anniversary in style – as well
as looking for a cool way to
introduce their first ‘practical’
sports car, the F-PACE, given
that the name and model had
received a mixed first reaction
in the trade and pre-press.
They chose to do this on the
eve of the Frankfurt Motor
Show with a gravity defying
stunt... In this next slide you
will see what we mean.
Download the full case study
The
Results:
750 Broadcast pieces
in 30 countries,
Combined readership
of over 75 million,
Over 750,000 views
on YouTube. //
This magnificent event created
750 broadcast pieces worldwide,
75 million people read about
it and actually, as of this morning
that YouTube figure is 950,000
views.
Jaguar told us that it exceeded
all of their expectations. They
stopped counting after 900
pieces of press coverage around
the world, and in the first 24
hours alone they had 20 million
impressions.
A very cool way to launch
a practical car.
Download the full case study
Case Study
LG
Washing Machines. You only
buy one when your current
machine breaks.
You have to research it, you have
to spend money on it – usually at
a time when you don’t want to.
So how do you demonstrate
that your product is the best in
the world in such a way that
people remember your brand
name maybe two years down
the line?
Download the full case study
The
Results:
2 Million reach and
407k+ views on GWR
Facebook page,
60,000+ views
on GWR
YouTube
channel,
100 Million total
global views,
3,500,000 shares
on social media
networks. //
LG in South Korea initially
saw this as a local campaign,
but once they saw the results
they extended the campaign,
featuring the record in global
TV and cinema campaigns
as well as on iPads in the
showrooms demonstrating
the technology via this piece
of entertainment.
Download the full case study
Case Study
P&G LatAm
We do a lot of campaigns with
P&G. Last year we worked
with their Latinoamerican
division, to bring together seven
countries in a head to head
challenge to launch its new
Gillette sports deodorant.
Gillette wanted to prove that
its deodorant technology is
effective even in the most
extreme circumstances!
The record was for the Most
butterfly pull-ups hanging from
a bridge.
Download the full case study
The
Results //
YouTube: 21 million
views & 94% video
retention,
70% increase in
people searching for
‘Gillette’ on the day,
PR coverage:
120 million,
Twitter:
27 million
interactions. //
.
Facebook reach:
41 million,
As a first for P&G the whole
event was broadcast live on
YouTube where users could
browse between cities to watch
the action across Panama,
Brazil, Peru, Mexico, Argentina,
Chile and Colombia.
The results speak for
themselves, 21 million views
on YouTube, reaching 120
million people through PR,
but we think the most significant
statistic is that they saw a 70%
increase in people searching
for the Gillette brand name on
the day – for a brand, for the
launch of a deodorant, that’s an
incredible result.
Download the full case study
Case Study
Intel
The last case study – processors
- is Intel. They wanted to dispel
the fact that drones were
dangerous from recent poor
publicity – whilst proving
Intel’s commitment to drone
technology.
The video I’m about to show you
required precise processor
timing and had 4 drone
operators – operating 25
drones each - and a 25 piece
orchestra to perform live in
sync with the display.
If you have ever tried to control
a drone you will know how tricky
this is!
Download the full case study
The
Results:
100+ pieces of
coverage,
Combined readership
of over 112 million,
Over 500,000 views
on YouTube in five
days. //
Intel’s CEO showcased that
video at CES in Vegas last year,
it’s a very cool record but what
about the results, the
amplification?
Intel promoted the Intel Drone
100 in iQ by Intel, their tech
culture magazine, as well as
on social. The iQ by Intel Drone
100 story garnered more than
200,000 page views in one
month with an average
engagement time of almost
two minutes.
The Intel Drone 100 YouTube
video already has more than
1.3 million views. In addition,
since they broke the record,
they have been asked to create
Intel Drone 100 events both
privately and publicly all over the
world including at Disneyland
and the Superbowl 2017. This
video opened the doors for Intel
to show people the world over
what’s possible with Intel drones
and Intel technology.
Download the full case study
So in summary:
Be creative, and push your
creative people and your
agencies to come up with
something new that you
can push our across all
your channels.
Measure and share your success
– don’t forget to enjoy it!
How to turn any brand into an entertainment brand

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How to turn any brand into an entertainment brand

  • 1.
  • 2. Did you know that every day around the world: 500 million tweets are posted 4.3 billion Facebook messages are sent 500 million hours of content gets uploaded to YouTube (Source: Havas Media Meaningful Brands survey)
  • 3. That’s a lot of noise to cut through! Now, some of you may have already seen Havas Media’s excellent Meaningful Brands survey which was published last month (Feb). They interviewed 375,000 people from 33 countries with questions about 1,500 brands. The study is packed with fascinating insights. The headlines read as follows: 84% of consumers expect brands to produce content and they expect that content to entertain, tell stories, provide solutions and create experiences and events. However, they also believe that some 60% of the content created by the world’s leading 1,500 brands is ‘just clutter.’ In fact, they wouldn’t care if 74% of brands they used disappeared. Just to make things worse we’ve got the issue of Fake News to add into the mix. Not only is content not meaningful anymore – a lot of the time it’s just not true.
  • 4. "If you don't have anything to say as a brand, you're just a product." Spencer Baim, Chief Strategic Officer, Vice Media // Spencer Baim from Vice Media sums up the situation pretty well, and it’s a sentiment we agree with wholeheartedly.
  • 5.
  • 6. The Power of Record-Breaking // It's human nature to want to be part of something. Perhaps to be the best at in the world at something. We believe anyone, anywhere can become a record-breaker, from any country, culture or age group. Record breaking inspires, delights and unites people. It’s a powerful way for brands to entertain and engage their target audience, and encourage the natural human instinct to share and celebrate experiences.
  • 7. How It Works // So how does it work? Here are four examples of record-breaking for you: cars, washing machines, deodorant and processors. Next is how these brands took a step back to identify their key message, took a risk creatively, and worked with us to be entertaining, and delivered engagement and numbers that really made a difference.
  • 8. Case Study Jaguar Their brief was twofold, they wanted to celebrate their 80th anniversary in style – as well as looking for a cool way to introduce their first ‘practical’ sports car, the F-PACE, given that the name and model had received a mixed first reaction in the trade and pre-press. They chose to do this on the eve of the Frankfurt Motor Show with a gravity defying stunt... In this next slide you will see what we mean. Download the full case study
  • 9. The Results: 750 Broadcast pieces in 30 countries, Combined readership of over 75 million, Over 750,000 views on YouTube. // This magnificent event created 750 broadcast pieces worldwide, 75 million people read about it and actually, as of this morning that YouTube figure is 950,000 views. Jaguar told us that it exceeded all of their expectations. They stopped counting after 900 pieces of press coverage around the world, and in the first 24 hours alone they had 20 million impressions. A very cool way to launch a practical car. Download the full case study
  • 10. Case Study LG Washing Machines. You only buy one when your current machine breaks. You have to research it, you have to spend money on it – usually at a time when you don’t want to. So how do you demonstrate that your product is the best in the world in such a way that people remember your brand name maybe two years down the line? Download the full case study
  • 11. The Results: 2 Million reach and 407k+ views on GWR Facebook page, 60,000+ views on GWR YouTube channel, 100 Million total global views, 3,500,000 shares on social media networks. // LG in South Korea initially saw this as a local campaign, but once they saw the results they extended the campaign, featuring the record in global TV and cinema campaigns as well as on iPads in the showrooms demonstrating the technology via this piece of entertainment. Download the full case study
  • 12. Case Study P&G LatAm We do a lot of campaigns with P&G. Last year we worked with their Latinoamerican division, to bring together seven countries in a head to head challenge to launch its new Gillette sports deodorant. Gillette wanted to prove that its deodorant technology is effective even in the most extreme circumstances! The record was for the Most butterfly pull-ups hanging from a bridge. Download the full case study
  • 13. The Results // YouTube: 21 million views & 94% video retention, 70% increase in people searching for ‘Gillette’ on the day, PR coverage: 120 million, Twitter: 27 million interactions. // . Facebook reach: 41 million, As a first for P&G the whole event was broadcast live on YouTube where users could browse between cities to watch the action across Panama, Brazil, Peru, Mexico, Argentina, Chile and Colombia. The results speak for themselves, 21 million views on YouTube, reaching 120 million people through PR, but we think the most significant statistic is that they saw a 70% increase in people searching for the Gillette brand name on the day – for a brand, for the launch of a deodorant, that’s an incredible result. Download the full case study
  • 14. Case Study Intel The last case study – processors - is Intel. They wanted to dispel the fact that drones were dangerous from recent poor publicity – whilst proving Intel’s commitment to drone technology. The video I’m about to show you required precise processor timing and had 4 drone operators – operating 25 drones each - and a 25 piece orchestra to perform live in sync with the display. If you have ever tried to control a drone you will know how tricky this is! Download the full case study
  • 15. The Results: 100+ pieces of coverage, Combined readership of over 112 million, Over 500,000 views on YouTube in five days. // Intel’s CEO showcased that video at CES in Vegas last year, it’s a very cool record but what about the results, the amplification? Intel promoted the Intel Drone 100 in iQ by Intel, their tech culture magazine, as well as on social. The iQ by Intel Drone 100 story garnered more than 200,000 page views in one month with an average engagement time of almost two minutes. The Intel Drone 100 YouTube video already has more than 1.3 million views. In addition, since they broke the record, they have been asked to create Intel Drone 100 events both privately and publicly all over the world including at Disneyland and the Superbowl 2017. This video opened the doors for Intel to show people the world over what’s possible with Intel drones and Intel technology. Download the full case study
  • 16. So in summary: Be creative, and push your creative people and your agencies to come up with something new that you can push our across all your channels. Measure and share your success – don’t forget to enjoy it!