Coca-Cola rarely used billboards for advertising since television provided better reach. Encyclomedia convinced Coca-Cola to try one billboard in Bangalore, India for their Minute Maid brand. The positive response and buzz from this single billboard proved that outdoor advertising can be effective. As a result, Coca-Cola started giving Encyclomedia campaigns for all of their brands on a national level in outdoor formats like billboards, bus shelters, and more.
So what - why does it matter if you don't identify and understand disruptive innovation in the 21st century:
Leaders are distracted by all of the calls of "disruption". (Think "Dug" from the move UP, "squirrel!"
Learn to quiet the hype and the distractions.
There is a process to disruptive innovation that can be learned, Pattern of Disruptions.
This process has held up time, industry, and market. It can be tracked over centuries in many cases.
This process can be demonstrated. (1) Identify disruptive innovation, using the Pattern of Disruptions (Here's a link to my article that explains it https://thenextish-com.medium.com/disruptive-innovation-took-a-turn-d4d87d7d094a)
(2) Understand how to act with strategic clarity to create and to expand markets.
(3) Develop foresight to anticipate disruptions.
So what - why does it matter if you don't identify and understand disruptive innovation in the 21st century:
Leaders are distracted by all of the calls of "disruption". (Think "Dug" from the move UP, "squirrel!"
Learn to quiet the hype and the distractions.
There is a process to disruptive innovation that can be learned, Pattern of Disruptions.
This process has held up time, industry, and market. It can be tracked over centuries in many cases.
This process can be demonstrated. (1) Identify disruptive innovation, using the Pattern of Disruptions (Here's a link to my article that explains it https://thenextish-com.medium.com/disruptive-innovation-took-a-turn-d4d87d7d094a)
(2) Understand how to act with strategic clarity to create and to expand markets.
(3) Develop foresight to anticipate disruptions.
Mahindra& Mahindra (M&M) was established in 1945. It was converted into a public limited company in 1948. Manufacturing activities started in 1954 in collaboration with Willy’s Overland Corporation. Production of Light commercial Vehicles (LCV) started in 1965. Four Manufacturing Plants: 3 in Maharashtra (Mumbai, Nasik, Igatpuri), 1 in Andhra Pradesh.
It acquired International Tractor Company of India in 1977.
Tractor Brand Mahindra was established in 1982 Under the flagship company, there were two main sectors:
1) Automotive sector (utility vehicles, LCV’s, three wheelers)
2) The farm equipment Sector (Tractors and other farm implements)
The net worth of the company in 2003 was Rs.15.7 billion
Implementing Product Innovation through Existentialismgiri coneti
Was invited to be the keynote speaker on product innovation. The theme I chose was around how large companies should strive to have a deep sense of self-evaluation and existentialism when it comes to product innovation. This is the only way they can disrupt like start-ups and create new market opportunities.
AIM, Avenues International Media is organizing AIM MISFC 2014, an International short film competition. we have entries from Taiwan, Russia, Bulgaria, Italy, Russia, Germany , France, Iraq, United Arab Emirates, India, United Kingdom, Spain, United States, Belgium, Brazil, Canada, Philippines, Lebanon, Columbia, Netherlands, Norway, Baltimore, Sao Paulo, Egypt, South Africa, Denmark, Sweden, Republic Of Korea, Kosova & still receiving from all over... as last date of submission is 25th June.
films made after 1st Jan 2010 are eligible & last date of submission is 25th June 2014.
Festival & Award function is on 8th & 9th Aug 2014. This ppt includes sponsorship proposal. companies interested may Visit us at www.aim.net.co or write to us at aimyouraim@gmail.com
Here are some most popularly known mobile marketing campaigns run across the world. Learn about what works in the mobile first economy like India. Learn about campaigns across the globe using mobile marketing.
Trendspotting the ever-evolving digital advertising space in India. (2012-13)
Provides an overview on the latest emerging trends along with cementing beliefs and patterns to make digital a true enabler for brands craving for meaningful interactions with their TG.
bmibaby #myeurope Instagram case study - Eye For Travel Conference 2012Visible
As presented at the Eye For Travel Social Media and Marketing Conference 2012 in Amsterdam. How bmibaby and The Rabbit Agency used Instagram to create #myeurope - an award winning social media campaign.
#myeurope Instagram case study - bmibaby and The Rabbit AgencyZoë Baker
As presented at the Eye For Travel Social Media and Marketing Conference 2012 in Amsterdam. How bmibaby and The Rabbit Agency used Instagram to create #myeurope - an award winning social media campaign.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
Mahindra& Mahindra (M&M) was established in 1945. It was converted into a public limited company in 1948. Manufacturing activities started in 1954 in collaboration with Willy’s Overland Corporation. Production of Light commercial Vehicles (LCV) started in 1965. Four Manufacturing Plants: 3 in Maharashtra (Mumbai, Nasik, Igatpuri), 1 in Andhra Pradesh.
It acquired International Tractor Company of India in 1977.
Tractor Brand Mahindra was established in 1982 Under the flagship company, there were two main sectors:
1) Automotive sector (utility vehicles, LCV’s, three wheelers)
2) The farm equipment Sector (Tractors and other farm implements)
The net worth of the company in 2003 was Rs.15.7 billion
Implementing Product Innovation through Existentialismgiri coneti
Was invited to be the keynote speaker on product innovation. The theme I chose was around how large companies should strive to have a deep sense of self-evaluation and existentialism when it comes to product innovation. This is the only way they can disrupt like start-ups and create new market opportunities.
AIM, Avenues International Media is organizing AIM MISFC 2014, an International short film competition. we have entries from Taiwan, Russia, Bulgaria, Italy, Russia, Germany , France, Iraq, United Arab Emirates, India, United Kingdom, Spain, United States, Belgium, Brazil, Canada, Philippines, Lebanon, Columbia, Netherlands, Norway, Baltimore, Sao Paulo, Egypt, South Africa, Denmark, Sweden, Republic Of Korea, Kosova & still receiving from all over... as last date of submission is 25th June.
films made after 1st Jan 2010 are eligible & last date of submission is 25th June 2014.
Festival & Award function is on 8th & 9th Aug 2014. This ppt includes sponsorship proposal. companies interested may Visit us at www.aim.net.co or write to us at aimyouraim@gmail.com
Here are some most popularly known mobile marketing campaigns run across the world. Learn about what works in the mobile first economy like India. Learn about campaigns across the globe using mobile marketing.
Trendspotting the ever-evolving digital advertising space in India. (2012-13)
Provides an overview on the latest emerging trends along with cementing beliefs and patterns to make digital a true enabler for brands craving for meaningful interactions with their TG.
bmibaby #myeurope Instagram case study - Eye For Travel Conference 2012Visible
As presented at the Eye For Travel Social Media and Marketing Conference 2012 in Amsterdam. How bmibaby and The Rabbit Agency used Instagram to create #myeurope - an award winning social media campaign.
#myeurope Instagram case study - bmibaby and The Rabbit AgencyZoë Baker
As presented at the Eye For Travel Social Media and Marketing Conference 2012 in Amsterdam. How bmibaby and The Rabbit Agency used Instagram to create #myeurope - an award winning social media campaign.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
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
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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/
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.
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
2. Coca-Cola never used billboards since theirs is a mass
product and Television gives them the reach that outdoors
just becomes too expensive to do
We @ Encyclomedia convinced them to try one billboard
with us and made the Minute Maid billboard which was
installed at just one location in Bangalore, India
The response they received and the buzz they witnessed
proved to them that outdoor works and they started to give
us campaigns for all their others brands and that too on a
national level
4. Minute Maid – Encyclomedia Creative
1st billboard for Coca-Cola
Note = This campaign with the same creative was repeated one year later to a full national
campaign across 400 locations and many OOH media formats ….
34. The Market Scenario
• Absence of on-the-move beverage culture in India
• Choice made by most Indians is to stop at a particular place for tea,
coffee and carry out their snacks.
35. Sprite Xpress !!
• The Mobility factor of the product is the big Idea behind Sprite Xpress. It is
more of a ‘package’ communication, focusing on the new packaging.
• The Category context in which Sprite Xpress is rooted is that in India, while
eating or snacking culture is rampant when individuals are travelling or on the
move, the habit of moving around and consuming a beverage is largely under-
developed. Sprite Xpress is the change catalyst that aims to open up this new
space and provide consumers an opportunity to enjoy their beverages while
they are on the move!!
36. Campaign Name : “Sprite Xpress Ghumo Ghumao!”
The word ‘Ghumo’ represents the take it anywhere quality of the product, and
‘Ghumao’ is an attribute of today’s go-getter youth, which symbolizes clarity of
thought and smartness
37.
38. Campaign Objective’s
• To build a stronger connect with the youth.
• Offer convenience to the end consumer.
• To adapt to the dynamic and on the move lifestyle of the consumers.
• To emphasize on the mobility characteristic of the product.
40. The Creative Angle……
• 22 different outdoor media formats were used.
• Every media format had a customized creative designed specifically keeping
in mind the media and it’s size.
• The idea was to create a forced visibility scenario wherein the target
audience sees the message while on the move !!
• The outdoor campaign was planned in a way that it reinforced the mobility
of this pack.
• In the tagline, ‘ Ghumo Ghumao’ the word Ghumo represents the take it
anywhere quality of the product and Ghumao is an attribute of today's go
getter youth, which symbolizes clarity of thought and smartness. Based on
this tagline and what it stands for, various high impact and eye catching
creative's were designed and executed.
41. Media Formats Used……
1) Billboards
2) Bus Shelters
3) Complete train Wrap (Mumbai)
4) Volvo bus wrap ( Mumbai & Bangalore)
5) Platform Branding (Mumbai)
6) Elevators
7) Escalators
8) Delhi metro station branding.
9) Metro in coach panels
10) Metro Grab Handles
11) Railway Led ( Mumbai)
12) Suvarana bus wrap ( Bangalore)
13) National Highway Boom Barriers ( Delhi)
14) Pole Kiosks
15) Center Medians.
16) Truck Backs
17) Car window graphics
18) Glass Façade Branding,
19) Subway Animation
20) Car Glass Graphics
21) Bus Back Panels
22) Mall Drop Downs
71. About The Innovation….
• It is common experience for most of us traveling in a lift or bus or a train to stare out of the window, at nothing.
In a confined space, where people are forced to concede personal spaces, their discomfort makes them avoid
looking at each other. Capitalizing on this fact Encyclomedia along with Sub Media India has come up with a
media first - an innovation in the Delhi Metro for the brand.
• The Dark Tunnel through which the train passes is the place where this innovation is executed.
• The technology consists of two sets of processes – one a specially designed display box, which houses the
images, frame-by-frame placed next to one another; and -the other process consists of changing images in such
a manner that when installed in the displays and watched by a moving audience, they appear moving without
any blur, any distortions.
• The design of the boxes incorporates variables like speed of the train, distance of the viewers etc. The ‘software’
consists of modifying the images in manner consistent with the above variables. Both these together along with
the moving audience creates the ‘motion picture’ effect.
• The technology in question is used essentially used play television commercial films but Encyclomedia took this
innovation to another level when they designed and rendered a 15 second animation for Sprite Xpress .This
animation had the new and improved 350ML bottle doing all sorts of outdoor sports such as skate boarding,
surfing etc. accurately conveying the message that the new pack is for on-the –move consumer.
• The animation was then broken frame by frame thereby making 280 frames which were then used for the
innovation. This being achieved, when the train passed through the tunnel, the people inside the train could
see a short animation film on the walls of the tunnel which had the new and improved 350ML bottle skate
boarding, surfing and breaking through glass panels.
76. • “The campaign received an overwhelming response and Sprite has been
consistently gaining market share month on month.” – Spokesperson
from Coca Cola India.
• “Sprite has trounced PepsiCo's flagship Pepsi to emerge as the Number
2 in the pecking order of soft drink sales in India. Sprite overtook Pepsi
in October 2008 and since then, its market share has inched upwards
while that of Pepsi has slipped.” – Industry Source.
95. Brrring it on
Campaign Objective: To trigger a craving for an ICY cold Coke
among the consumers in sweltering heat
Insight:
Highly Impulsive Driven Category
Consumers largely interact with this category outside home.
Inviting visuals are a key driver to enhance craving for consumption and
resultant impulsive purchase
Action :
700 Sites Across 32 cities
20 Different Creatives
24 Media Formats
96. Media Formats Used
• Billboards
• Gantries
• Mall facades
• FoB’s
• Bridge panels
• Backlit walls
• Bus shelters
• Mega shelters
• Cantilevers
• Unipoles
• Towers
• Roundabouts
• Buses
• Bus Seat backs
• Hydraulic vans
• Scrollers
• Signages
• Utilities
• Stadium Billboards
• Coke gift packs
• Pole kiosks
• Information panels
• Pole mounted MUPI’s
Total number of touch points across the country – Around 1000
97. Transit Media – Bus Wraps – These were Customized based on the different types &
sizes of buses available. Some of them were full wraps whilst the others were made
to look like full wraps
157. Worked on Coke packaging during the Brrr campaign where we were specifically asked
to work on a few bits and pieces on the design
158. Awarded Silver | Campaign of the Year (Creative) @ Outdoor Advertising Convention 2011 India
Awarded Silver | Outdoor Media Plan of the Year @ Outdoor Advertising Convention 2011 India
Awarded Silver | FMCG Category (Creative) @ Outdoor Advertising Convention 2011 India
162. Objective : Coke is an iconic brand with a legendary evolution
When Coke turned 125, they wanted the world to celebrate and
turn nostalgic with them
Encyclomedia Solution : The Mobile Coke Museum
Communication Objective