The document discusses the need for brands to adopt "extreme relevance" and "real-time campaigning" to connect with today's consumers. It argues that brands must create a large amount of useful, timely content and tell stories throughout the year rather than just one big annual story. The document also presents a case study of a campaign for the Belgian Red Devils soccer team that aimed to create the biggest fan legion by using content bursts, generosity acts, and extra mini-campaigns on owned and earned channels to drive conversation and build true fan loyalty.

1. Boondoggle
Pieter Goiris
Annoying Consumers

4. “If we can boondoggle
ourselves out of this
depression, that
word is going to be
enshrined in the hearts
of the American people
for years to come.”
- Franklin D. Roosevelt, 32nd U.S. President

11. “Consumers have
fundamentally changed
over the past 5 years.”

13. Watch the birth of
the extreme consumer

14. The totally
impatient, ridiculously
demanding & annoyingly
bold consumer

15. To connect with
the extreme
consumer, you need
extreme brand
behaviour

16. Extreme
Relevance
Boondoggle presents

17. Extreme relevance
A mental framework that will teach you to finally live
up to the expectations of today’s consumer.
How to behave better, stronger and faster. And how to
make sure your communication is no longer seen as a
nuisance, but as a service instead.

18. Relevance
vs.
Extreme
Relevance

19. Spot the 7differences.

20. We have an opinion on the spot of the
brand in the positioning diagram.
Relevance:
We have an opinion on the
purpose of the brand in society.
Extreme Relevance:
vs.

21. We tell people how we would like
them to feel.
Relevance:
We build on how people
really feel.
Extreme Relevance:
vs.

24. We invest in great advertising to
make the products look less stupid.
Relevance:
We invest in great
products to make
the advertising
look less stupid.
Extreme Relevance:
vs.

25. We invest in great advertising to
make the products look less stupid.
Relevance:
We invest in great
products to make
the advertising
look less stupid.
Extreme Relevance:
vs.

27. We send out the right message
to the right people.
Relevance:
We add something meaningful
to people’s lives.
Extreme Relevance:
vs.

28. We send out the right message
to the right people.
Relevance:
We add something meaningful
to people’s lives.
Extreme Relevance:
vs.

30. We ask people which kind of products
and services they want.
Relevance:
We co-develop products and services
together with people.
Extreme Relevance:
vs.

32. We ask people which kind of products
and services they want.
Relevance:
We co-develop products and services
together with people.
Extreme Relevance:
vs.

34. We are there when we are ready.
Relevance:
We are there when
people need us.
Extreme Relevance:
vs.

35. We are there when we are ready.
Relevance:
We are there when
people need us.
Extreme Relevance:
vs.

37. We give when people pay for it.
Relevance:
We can give without asking something
back.
Extreme Relevance:
vs.

39. We give when people pay for it.
Relevance:
We can give without asking something
back.
Extreme Relevance:
vs.

41. How to be
extremely
relevant?

48. Real Time Campaigning

49. For messages to be heard in
2020, brands will need to
create an enormous amount
of useful, appealing, and
timely content.
- Harvard Business Review

50. In The Moment
−Prolific
−Agile
−Audience centric
LOREM
IPSUM
DOLOR
AMET
SED LIGULA
ALIQUAM
SUSCIPIT
CONSECT
ADIP SIT
NULLAM
PENDISSE
MOLLIS
LAOREET
FEUGIAT
PURUS DIAM SIT
CONSECTETUR

51. The traditional content model

52. The modern content model

53. Client involvement
−Strong relationship
−Trust
−Mandate to decide
−Availability
−Engage with data
−Improvisation
−Different budget
allocations
LOREM
IPSUM
DOLOR
AMET
SED LIGULA
ALIQUAM
SUSCIPIT
CONSECT
ADIP SIT
NULLAM
PENDISSE
MOLLIS
LAOREET
FEUGIAT
PURUS DIAM SIT
CONSECTETUR

54. “The majority of effort and spend will be supporting an
always-on strategy based on many, lightweight
interactions over time to build deep relationships and
loyalty.”
“A minority of effort and spend will be supporting a
small number of heavyweight interactions with true
fans to achieve specific goals (mostly around driving
awareness of new things)”
- Paul Adams, Head of Brand Design at Facebook

55. let’s not pollute the internet

56. from telling one big
story, once a year
to telling multiple stories
across the year
and ensuring all of these
individual stories add up

57. The Belgian Red
Devils
Boondoggle & KBVB

59. 2008
Belgium-Morocco
8000 people in KB stadion

60. 2009
Spanje - België
5-0
Fifa 75

61. 2011
5th time no qualification

62. Sponsors left
Talent but no groupspirit

65. What did we change?

66. Winnen in de sport

71. “If you don’t know where to
go, it doesn’t matter how to
get there”
Lewis Carroll

72. Create the biggest and best fan legion ever.
Based on true and unconditional fan loyalty.
That survives defeats.
That is there even when there is no game.
That neutralizes negativism.
That supports the team on their road to
Brazil & beyond.
The mission

73. A new way of
campaigning

75. OPEN
BRIEF
www.facebook.com/BelgianRedD
evils

87. Content bursts create conversation layer

88. Redefine the campaign
Creating mini bursts

89. Redefine the campaign
Conversation & data analysis

96. Generosity acts

97. Extra mini-campaigns on owned & earned channels

101. The modern content model

103. @pietergoiris