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O idee pentru anul de criza 2009 Razvan Matasel Noiembrie 2008 Marketing Arena 2009 O idee pentru un an de criza
Anul trecut vorbeam de Telling vs. Doing Gorilla (Cadbury), Halo 3, HBO, Times of India,  Skoda Fabia (cake) cele mai premiate campanii din lume in 2008 Marketing Arena 2009 O idee pentru un an de criza
2009 = CRIZA 90% Promotii si iar promotii & 10% Inovatie Marketing Arena 2009 O idee pentru un an de criza
INOVATIE Mediile “neconventionale” nu au reusit inca sa-si demonstreze capacitatea de a genera rezultate REZULTA O reinventare a mediilor clasice pentru a creste puterea de penetrare a mesajului Marketing Arena 2009 O idee pentru un an de criza
O idee pentru marketingul din Romania Media nu trebuie sa aiba doar un rol  pasiv  (suport de mesaj) ci trebuie sa se implice in  mod activ  in constructia mesajului, sa devina un actor principal. Marketing Arena 2009 O idee pentru un an de criza
O evadare din calup Ideea campaniei prinde viata prin principalii vectori ai mediilor (vedete, emisiuni, editorialisti, prezentatori, etc.) …  nu vorbesc despre clasicele sponsorizari ci despre generarea de  continut  care sa construiasca universul marcii …  si ca sa nu para doar Teorie Marketing Arena 2009 O idee pentru un an de criza
Accidentele se pot intampla oricui!  Ai mai multa grija in trafic! O campanie initiata de Politia Capitalei Marketing Arena 2009 O idee pentru un an de criza
Andi Moisescu Roxana Ciuhulescu Ioana Maria Moldovan Veveritele de la Happy Hour Cabral Mircea Solcanu Bogdan Naumovici Iulia Vantur Giulia Gina Pistol Pavel Bartos Edi Stancu & Baletul de la “Dansez pentru tine” VJ Ela VJ Oana Andreea Antonescu Trupa Montuga George Vintila Catalin Ivan Fotbalistii de la Progresul Morosanu si Sebi Ciobanu Hanescu si Segarceanu Handbalistii de la Steaua Torje de la Dinamo sau campionii de la CFR Cluj Cristian Manafu Marketing Arena 2009 O idee pentru un an de criza
Marketing Arena 2009 O idee pentru un an de criza
Rolul pasiv al mediilor este din ce in ce mai limitativ MEDIILE TREBUIE SA CAPETE UN ROL ACTIV Multumesc! www.arsenoaiei-matasel.ro Marketing Arena 2009 O idee pentru un an de criza

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Marketing Arena Matasel

  • 1. O idee pentru anul de criza 2009 Razvan Matasel Noiembrie 2008 Marketing Arena 2009 O idee pentru un an de criza
  • 2. Anul trecut vorbeam de Telling vs. Doing Gorilla (Cadbury), Halo 3, HBO, Times of India, Skoda Fabia (cake) cele mai premiate campanii din lume in 2008 Marketing Arena 2009 O idee pentru un an de criza
  • 3. 2009 = CRIZA 90% Promotii si iar promotii & 10% Inovatie Marketing Arena 2009 O idee pentru un an de criza
  • 4. INOVATIE Mediile “neconventionale” nu au reusit inca sa-si demonstreze capacitatea de a genera rezultate REZULTA O reinventare a mediilor clasice pentru a creste puterea de penetrare a mesajului Marketing Arena 2009 O idee pentru un an de criza
  • 5. O idee pentru marketingul din Romania Media nu trebuie sa aiba doar un rol pasiv (suport de mesaj) ci trebuie sa se implice in mod activ in constructia mesajului, sa devina un actor principal. Marketing Arena 2009 O idee pentru un an de criza
  • 6. O evadare din calup Ideea campaniei prinde viata prin principalii vectori ai mediilor (vedete, emisiuni, editorialisti, prezentatori, etc.) … nu vorbesc despre clasicele sponsorizari ci despre generarea de continut care sa construiasca universul marcii … si ca sa nu para doar Teorie Marketing Arena 2009 O idee pentru un an de criza
  • 7. Accidentele se pot intampla oricui! Ai mai multa grija in trafic! O campanie initiata de Politia Capitalei Marketing Arena 2009 O idee pentru un an de criza
  • 8. Andi Moisescu Roxana Ciuhulescu Ioana Maria Moldovan Veveritele de la Happy Hour Cabral Mircea Solcanu Bogdan Naumovici Iulia Vantur Giulia Gina Pistol Pavel Bartos Edi Stancu & Baletul de la “Dansez pentru tine” VJ Ela VJ Oana Andreea Antonescu Trupa Montuga George Vintila Catalin Ivan Fotbalistii de la Progresul Morosanu si Sebi Ciobanu Hanescu si Segarceanu Handbalistii de la Steaua Torje de la Dinamo sau campionii de la CFR Cluj Cristian Manafu Marketing Arena 2009 O idee pentru un an de criza
  • 9. Marketing Arena 2009 O idee pentru un an de criza
  • 10. Rolul pasiv al mediilor este din ce in ce mai limitativ MEDIILE TREBUIE SA CAPETE UN ROL ACTIV Multumesc! www.arsenoaiei-matasel.ro Marketing Arena 2009 O idee pentru un an de criza