An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Fenty Beauty a Game Changer for The Beauty IndustryOctoly
Rihanna worked on the Fenty beauty project for two years before releasing it to the public. She said, "It was important that every woman felt included in this brand". And it has been a successful bet even since its release in Fall 2017.
Read on to see how this brand changed the beauty industry for good!
Brand Box 3 - Know Your Consumers - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 3 - Know your consumers 2. Actions from insights 3. Know your consumers 4. Apple - Think different 5. Insights 6. Insight vs. Information 7. Insight gleaned 8. Why are insights important 9. The Pareto principle 10. Finding the outstanding results 11. The Standford prison system experiment 12. The Standford prison system experiment cont... 13. RTA "Pinky" Campaign 14. RTA "Pinky" Campaign cont... 15. Consumer Segmentation: Useful tools 16. Maslow's heirarchy of needs 17. 7 Levels of organisational consciousness 18. Cone of learning 19. Why target a consumer segment 20. Targeting and spillage 21. Key benefits of market segmentation 22. Market segmentation 23. Loyalty segmentation 24. Loyalty and relationship index 25. Generations through the ages 26. Baby boomers 27. Generation X 28. Generation Y 29. Generation Net 30. Generation C 31. Consumer 2.0 32. Customisation 33. The long tail 34. Segmentation methods 35. Who are we creating value for? 36. Segmentation: How is it done? 37. Segment examples 38. Adoption of innovation model 39. Common segmentation methodologies & models 40. Mosaic segmentation 41. geoTribes 42. Nielsen: Panorama 43. Roy Morgan segments: ASTEROID 44. Customer conversion 45. Marketing funnel 46. Purchase path 47. Conversion strategy 48. Case study: Joe Girard 49. Joe Girard cont... 50. Research: Angles and Issues 51. Bill Bernbach 52. Henry Ford 53. trendwatching.com 54. Roles of research 55. Research and ethnography 56. Different segmentation for different purposes 57. Decision making 58. Research strategies 59. Research can confuse you! 60. Case study: Coca-Cola 61. The tipping point 62. The tipping point cont... 63. The tipping point cont... 64. Pricing 65. Pricing strategies 66. Progression of commoditisation 67. Elements of pricing 68. Pricing elements 69. Pricing elements cont... 70. The strategy and tactics of pricing 71. Reference price 72. Reference price cont.. 73. Adapting to a changing environment 74. Price metrics 75. Marketing success through differentiation 76. Pricing mechanisms 77. Insight and segmentation tools 78. The "Big Questions" for stimulation 79. 24 Secondary questions 80. The top 4 81. Interrogate your consumer 82. Customer profile page 83. Benefits vs. problems 84. Benefits vs. problems cont... 85. Picture profiles 86. Pen portraits of target markets 87. Mind snapshot 88. Insight windows 89. Insight links 90. Customer journey audit 91. Experience engineering 92. Value your existing customers
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
MBA project on the opening of a new Clarins store in Marseille.
The focus of this Powerpoint is the CRM and the event related to the opening of the new store.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Fenty Beauty a Game Changer for The Beauty IndustryOctoly
Rihanna worked on the Fenty beauty project for two years before releasing it to the public. She said, "It was important that every woman felt included in this brand". And it has been a successful bet even since its release in Fall 2017.
Read on to see how this brand changed the beauty industry for good!
Brand Box 3 - Know Your Consumers - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 3 - Know your consumers 2. Actions from insights 3. Know your consumers 4. Apple - Think different 5. Insights 6. Insight vs. Information 7. Insight gleaned 8. Why are insights important 9. The Pareto principle 10. Finding the outstanding results 11. The Standford prison system experiment 12. The Standford prison system experiment cont... 13. RTA "Pinky" Campaign 14. RTA "Pinky" Campaign cont... 15. Consumer Segmentation: Useful tools 16. Maslow's heirarchy of needs 17. 7 Levels of organisational consciousness 18. Cone of learning 19. Why target a consumer segment 20. Targeting and spillage 21. Key benefits of market segmentation 22. Market segmentation 23. Loyalty segmentation 24. Loyalty and relationship index 25. Generations through the ages 26. Baby boomers 27. Generation X 28. Generation Y 29. Generation Net 30. Generation C 31. Consumer 2.0 32. Customisation 33. The long tail 34. Segmentation methods 35. Who are we creating value for? 36. Segmentation: How is it done? 37. Segment examples 38. Adoption of innovation model 39. Common segmentation methodologies & models 40. Mosaic segmentation 41. geoTribes 42. Nielsen: Panorama 43. Roy Morgan segments: ASTEROID 44. Customer conversion 45. Marketing funnel 46. Purchase path 47. Conversion strategy 48. Case study: Joe Girard 49. Joe Girard cont... 50. Research: Angles and Issues 51. Bill Bernbach 52. Henry Ford 53. trendwatching.com 54. Roles of research 55. Research and ethnography 56. Different segmentation for different purposes 57. Decision making 58. Research strategies 59. Research can confuse you! 60. Case study: Coca-Cola 61. The tipping point 62. The tipping point cont... 63. The tipping point cont... 64. Pricing 65. Pricing strategies 66. Progression of commoditisation 67. Elements of pricing 68. Pricing elements 69. Pricing elements cont... 70. The strategy and tactics of pricing 71. Reference price 72. Reference price cont.. 73. Adapting to a changing environment 74. Price metrics 75. Marketing success through differentiation 76. Pricing mechanisms 77. Insight and segmentation tools 78. The "Big Questions" for stimulation 79. 24 Secondary questions 80. The top 4 81. Interrogate your consumer 82. Customer profile page 83. Benefits vs. problems 84. Benefits vs. problems cont... 85. Picture profiles 86. Pen portraits of target markets 87. Mind snapshot 88. Insight windows 89. Insight links 90. Customer journey audit 91. Experience engineering 92. Value your existing customers
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
MBA project on the opening of a new Clarins store in Marseille.
The focus of this Powerpoint is the CRM and the event related to the opening of the new store.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
Delivered at The Future of VR Conference: From Lab to Living Room, Sept 8, 2015, UCSD's Calit2 Qualcomm Institute, Atkinson Hall. http://futureofvr.ucsd.edu/
I made this presentation at the beginning of 2007 when I had my intern at the Belgian communication agency These Days.
The goal of this presentation was to give a brief overview of the evolution the gaming and advertising scene had gone through up til then (2007). It is my personal view on the things and I am the first to admit that my opinion is not king.
In the future I will make a new presentation because some opinions and conclusions need steering.
I thank you for your comments.
Time Warner are a global leader in media and entertainment with businesses in television networks and films and TV entertainment, uses its industry-leading operating scale and brands to create, package and deliver high quality content worldwide on a multi-platform basis.
This is the 14th Episode of Digital Trends!
This document records the latest digital trends that both brands and consumers are currently engaging.
Below is the layout,
* Super Bowl & Brands
* Topical Trends
* Tech Trends
* Marketing Trends
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Microsoft Xbox case study
1.
Microsoft
Xbox
Background
and
Objectives
Lara
Croft
is
one
of
the
most
iconic
video
game
characters
in
history.
Ever
since
her
first
appearance
on
the
PlayStation
in
1996
she
has
captured
the
attention
of
gamers
and
non-‐gamers
alike.
Fast
forward
20
years
and
games
have
changed
a
lot.
The
graphics
are
better,
the
gameplay
faster
but
what
has
changed
the
most
is
their
depth
of
story
–
something
that
rang
true
of
the
latest
Tomb
Raider
game
being
launched
by
Microsoft.
It
was
important
to
make
that
clear
to
gamers:
Lara
Croft
was
tougher,
stronger,
leaner
and
grittier
than
she
was
before
and
the
challenges
she
would
face
would
be
harder
and
more
profound.
The
game
would
launch
in
the
most
competitive
release
environment
of
the
year,
going
up
against
Fallout
4
and
Star
Wars
Battlefront.
McCann
London
and
Dentsu
Aegis
Network
teamed
up
to
get
gamers
to
take
notice
&
understand
what
the
new
game
stood
for
and
just
how
tough
Lara
Croft
is
today.
We
needed
to
position
‘Rise
of
the
Tomb
Raider’
as
one
of
the
top
selling
titles
of
2015,
showcasing
the
new
gritty
feel
of
the
title
that
sees
Lara
transform
from
hapless
victim
of
circumstance
to
survivor
.
To
do
this
we
needed
to
increase
awareness
of
an
already
well-‐known
brand
but
a
relatively
unknown
title,
whilst
building
purchase
intent
amongst
both
the
core
franchise
fans,
as
well
as
broader
audiences.
Through
print
newsbrands,
we
would
prompt
action
towards
a
recruitment
phrase,
in
an
innovative
way.
Insight
Through
the
use
of
Dentsu
Aegis
Network’s
proprietary
audience
tool
CCS,
we
confirmed
our
initial
thoughts
that
72%
of
our
audience
expect
advertising
to
be
challenging.
We
then
joined
forces
with
McCann
London
to
turn
an
advertising
channel
into
an
entertainment
channel
–
the
outcome
being
‘The
Survival
Billboard’.
However,
we
would
also
need
to
drive
awareness
of
the
Survival
Billboard.
So
we
would
play
on
the
fact
only
7%
of
Britons
read
terms
and
conditions
when
signing
up
for
a
product
or
service.
Furthermore,
36%
of
our
audience
read
newspapers
on
their
commute;
so
we
saw
an
opportunity
to
capture
our
audience’s
attention
during
periods
where
they
have
time
to
read.
The
Plan
Rise
of
the
Tomb
Raider
sees
Lara
transform
from
hapless
victim
of
circumstance
to
survivor.
We
wanted
to
celebrate
this
iconic
moment
and
bring
it
to
life
through
a
real
world
challenge:
The
Survival
Billboard.
Eight
contestants
were
elevated
above
central
London
to
create
the
world’s
first
human
billboard.
To
prove
they
had
Lara’s
inner
strength,
competitors
battled
the
harshest
of
weather
conditions,
with
the
last
one
standing
(after
24
hours)
taking
the
prize.
The
campaign
began
with
a
recruitment
phase.
This
consisted
of
the
promotion
of
lengthy
‘Terms
&
Horrible,
Horrible
Conditions’
–
a
humorous,
disruptive
attempt
to
discourage
would-‐be
contenders
who
don’t
have
what
it
takes
to
apply
for
the
ultimate
challenge
on
survivalbillboard.com.
2. The
T&Cs
were
promoted
through
print
and
OOH,
quite
the
reverse
of
a
typical
advert,
as
you
can
see
from
the
image
below
the
DPS
format
consisted
only
of
the
T&Cs.
However,
this
focused
mostly
on
outlandish
nature
of
what
the
Survival
Billboard
would
be,
including
funny
tongue-‐in-‐cheek
comments.
These
ran
in
the
Evening
Standard
and
Metro,
and
were
placed
in
the
recruitment
section
of
each
publication.
The
advert
asked
the
readers
to
go
to
survivalbillboard.com,
from
there
they
were
required
to
compete
in
various
survival
themed
challenges,
with
the
best
performer
being
selected
to
join
the
contestants
on
the
billboard.
In
addition,
the
unique
creative
was
used
in
high
impact
digital
display
on
core
gaming
sites
and
radio
spots
(including
the
full
T&Cs
read
in
full
during
a
2min
spot).
On
12th
November
2015,
seven
members
of
the
public
(selected
from
thousands
of
entrants)
along
with
one
influencer
(Jade
Jolie)
ascended
the
billboard,
where
they
were
challenged
to
remain
for
24
hours.
The
contestants
stood
against
the
elements
–
including
raging
wind,
torrential
rain,
wild
snowstorms
and
intense
heat
-‐
mirroring
the
tough
conditions
faced
by
Lara
in
the
new
game.
To
ensure
scale,
the
competition
was
livestreamed
on
the
survival
billboard
website
as
well
as
Twitch
(the
UK’s
2nd
biggest
gaming
site).
In
a
sadistic
but
highly
interactive
twist,
viewers
could
vote
for
whatever
weather
condition
they
wished
to
unleash
each
hour
through
the
microsite.
To
deliver
reach
against
a
broader
audience,
the
stream
was
also
pulled
into
large
digital
OOH
sites
(Manchester
Piccadilly,
Birmingham
Eye)
and
HPTOs
on
IGN
(the
UKs
biggest
gaming
site).
We
used
print
ads
in
a
variety
of
different
newsbrands
that
showcased
“today’s
forecast”
to
ensure
readers
were
away
of
their
ability
to
control
the
weather
for
our
contestants.
This
helped
us
secure
live
reads
on
Radio
X
(via
Chris
Moyes),
and
a
Twitter
trend
(#SurvivalBillboard)
on
the
day.
3.
After
21
hours
there
was
one
contestant
remaining
(Adam).
Once
the
survivor
was
crowned,
a
wrap
up
video
was
produced
showing
the
highlights
of
the
24hrs,
this
was
then
promoted
across
key
owned
channels
with
paid
support.
Results
The
campaign
gained
great
traction
amongst
non-‐gamers
and
gamers
alike,
helping
to
contribute
to
sales
of
57k
units
in
the
first
week.
Additional
key
stats
include:
- Average
billboard
dwell
time
was
8
minutes,
6000%
higher
than
the
average
of
8
seconds
- 45,999,269
total
impressions
- 6,144
mentions
#survivalbillboard
- 77,047
views
on
survivalbillboard.com
- 2K
sign
ups
to
compete
on
the
Survival
Billboard
- 5,216
concurrent
viewers
on
Twitch
- Biggest
Xbox
Twitch
campaign
ever
with
over
450K
views
- 400M+
impressions
with
50+
media
articles
including
MailOnline,
Mirror
online,
Shortlist
and
Evening
Standard
- £3.8
million
earned
media
4. - 1,620,399
views
on
Facebook
&
YouTube
- 2,154,233
total
views
(across
survivalbillboard.com,
Facebook,
YouTube
&
Twitch)
Client
View
“Survival
Billboard
was
a
great
demonstration
of
an
integrated,
multi-‐media
campaign.”
Jon
Edney
|
Sr
Category
Manager,
Xbox
Studios