Presentation about "How to work with digital", held by Le Petit Garcon / Anton Sten at Hyper Island.

1. Working with digital.

2. A brief introduction.

3. Anton Stén
Graduated from Hyper Island 2002.
Lecturer at Hyper Island and RMI Berghs.
Selected work experience include Lateral (UK) Starring,
ANR.BBDO and Bates Y&R Copenhagen.
Currently setting up a digital design studio, Le Petit Garcon.
I live in Lomma with my wife and dog. I love Apple-products,
Liverpool FC and music.

4. Lack of ideas?

5. Lack of ideas? or afraid of technology?

7. Working with digital
Question everything and everyone.
Invent the Fosbury Flop for digital. And then do it again.
ere is no “it can’t be done” anymore.
e only limitation is our own creativity.

8. Use API’s
API = All-Powerful-Imaginatorium
(not really. API = application programming interface)
Facebook, Google Maps, YouTube, Twitter all have really good
API’s that let you use their services (for free!) in your
campaigns.
Use existing technologies, improve and let users use the
platforms that they already are familiar with.

9. “e future of advertising lies in making
less advertising...
Digital is a mindset not a channel.
It's about doing stuff not saying stuff...
Great brands today have a cultural mission
not just a commercial proposition.”
Gareth Kay Director of Digital Strategy
Goodby, Silverstein & Partners

13. Advertising Week 2009
“e cost of experimentation
is approaching zero”

14. Let’s start by looking back a couple of years.

15. Can I have a digital service that gives me
access to nearly all the music in the world?
Instantly. And for free.
Can I call anyone*, anywhere in the world
for free? (*With Internet access)
Can I watch my favorite shows whenever
I want to, even if I don’t have Internet
access?

16. Can I have a digital service that gives me
access to nearly all the music in the world?
Instantly. And for free.
Can I call anyone*, anywhere in the world
for free? (*With Internet access)
Can I watch my favorite shows whenever
I want to, even if I don’t have Internet
access?

17. Can I have a digital service that gives me
access to nearly all the music in the world?
Instantly. And for free.
Can I call anyone*, anywhere in the world
for free? (*With Internet access)
Can I watch my favorite shows whenever
I want to, even if I don’t have Internet
access?

18. Can I have a digital service that gives me
access to nearly all the music in the world?
Instantly. And for free.
Can I call anyone*, anywhere in the world
for free? (*With Internet access)
Can I watch my favorite shows whenever
I want to, even if I don’t have Internet
access?

19. Digital marketing is honest.
http://www.globalrichlist.com/

20. Digital marketing breaks rules.
http://www.youtube.com/wariolandshakeit2008

21. Today

22. Digital marketing is helpful.
http://www.youtube.com/watch?v=WpS3LeCiCtc

24. Digital marketing is direct.
http://vimeo.com/3972081

26. Digital marketing is inventive.
http://www.youtube.com/watch?v=SluE9Zco55c

28. Digital marketing is collaborative and inventive.
http://www.youtube.com/watch?v=p16frKJLVi0

30. Digital marketing is supportive.
http://www.youtube.com/watch?v=Hhgfz0zPmH4

32. Digital marketing is not just digital.
http://vimeo.com/8758205

34. Digital marketing is experimental.
http://www.youtube.com/watch?v=XXd0UoxK-Ik

36. Tomorrow?

37. Assignment - 30 minutes
Your client is a new company in it’s business sector.
What will their business look like in 5 years?
How can they embrace and use digital channels to attract
more customers and “revolutionize” their business?
How will they use digital media in “everyday-business” ?

38. Assignment - 30 minutes
Your client is a new company in it’s business sector.
What will their business look like in 5 years?
How can they embrace and use digital channels to attract
more customers and “revolutionize” their business?
How will they use digital media in “everyday-business” ?
Group 1 Finance / Bank
Group 2 Record Label
Group 3 Car-rental
Group 4 Advertising agency

39. Please have in mind:
e digital world is far greater than computers (“the web”).
It’s increasingly made up of phones, digital-tv, video games, etc.
Also, the digital world isn’t just digital.

40. ink about the following:
What can you teach people that will help them achieve their goals?
What can you learn from people that will help you be a better
marketer or help you make better products?
How can you reward people for consuming and sharing your content?

41. Please remember:
It’s not what you say that matters.
It’s what you do.

42. Please remember:
e best way to get people to do stuff
with you is to rst join them in what
they are already doing.

43. Assignment - 30 minutes
Your client is a new company in it’s business sector. What will
their business look like in 5-10 years? How can they embrace
and use digital channels to attract more customers and
“revolutionize” their business? How will they use digital media
in “everyday-business” ?

44. Assignment - 30 minutes
Your client is a new company in it’s business sector. What will
their business look like in 5-10 years? How can they embrace
and use digital channels to attract more customers and
“revolutionize” their business? How will they use digital media
in “everyday-business” ?
Group 1 Finance / Bank
Group 2 Record Label
Group 3 Car-rental
Group 4 Advertising agency

46. No secret formula
Most viewed video on YouTube.
More than 160.000.000 views.

47. ank you for listening to me
and inspiring me.
e-mail anton@lepetitgarcon.com
phone +46 733 142934
twitter antonsten
http://www.lepetitgarcon.com
http://www.antonsten.com