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WOM UK February Espresso Briefing Six of the best - 2010

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Let’s talk about WOM <ul><li>Seriously… </li></ul>

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What does true WOM success mean? <ul><li>It means YOU WIN </li></ul><ul><li>But… at what? </li></ul><ul><li>Customer service? </li></ul><ul><li>Sales? </li></ul><ul><li>Brand building? </li></ul><ul><li>Set. Clear. Goals. </li></ul>

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Case study time…

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Case study one: AR to the HB <ul><li>Traditionally, AR has been home to the geeks… </li></ul>… and those at their desks.

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Case study one: AR to the HB <ul><li>At the tail end of 2009, Hugo Boss decided to augment things… </li></ul>http://www.youtube.com/watch?v=bag1HdO2fQY&feature=player_embedded

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Case study one: AR to the HB <ul><li>At the tail end of 2009, Hugo Boss decided to augment things… </li></ul>Stylist, Shortlist, 3 week campaign in the run up to Christmas…

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Why did this work?

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Case study two: Marmarati <ul><li>In 2010, Marmite are launching a brand new flavour of Marmite… Marmite XO </li></ul>http://www.marmarati.org

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Case study two: Marmarati <ul><li>To help choose the flavour, Marmite – via ‘The Marmarati’ – enlisted 200 of their biggest fans and advocates to help choose everything about the new Marmite. From the final flavour all the way through to the shape and design of the final jar… </li></ul>http://www.marmarati.org

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Why did this work?

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Case study three: Apple @ MWC <ul><li>Mobile World Congress is the </li></ul><ul><li>biggest mobile phone/wireless </li></ul><ul><li>conference in the world… </li></ul><ul><li>Apple, famously (in the industry), </li></ul><ul><li>never show up </li></ul><ul><li>Opera – clearly know this – and </li></ul><ul><li>want to talk about the biggest </li></ul><ul><li>mobile browser in the world </li></ul>

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Case study three: Apple @ MWC <ul><li>“ We’re here to collect Mr Steve Jobs? For Mobile World Congress?” </li></ul><ul><li>Every tech and mobile journalist </li></ul><ul><li>worth his/her salt was at the event </li></ul><ul><li>Who was waiting at Barcelona </li></ul><ul><li>International? </li></ul><ul><li>“ Opera Mini Express – </li></ul><ul><li>50 million rides and counting!” </li></ul>http://www.intomobile.com/2010/02/14/opera-waiting-for-steve-jobs-at-the-barcelona-international-airport.html

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Why did this work?

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Case study four: McDonalds <ul><li>Bus stops. We’ve all seen them, but how do we innovate? </li></ul>

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Case study four: McDonalds <ul><li>“ Sir, your coffee is ready…” </li></ul>http://www.youtube.com/watch?v=FM3X21WT9lw

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Why did this work?

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Case study five: Mini Cooper <ul><li>What do we see after Christmas? </li></ul>

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Case study five: Mini Cooper <ul><li>What do we see after Christmas? </li></ul><ul><li>BOXES </li></ul>

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Case study five: Mini Cooper <ul><li>What about these kinds of boxes? </li></ul>http://www.mpdailyfix.com/mini-cooper-ad-fires-on-all-cylinders/

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Why did this work?

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Case study six: Toyota http://news.bbc.co.uk/1/hi/8505402.stm

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Case study six: Toyota <ul><li>The company has already recalled eight million </li></ul><ul><li>vehicles because of ‘accelerator and floormat </li></ul><ul><li>problems’ – what to they do now? </li></ul>

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Case study six: Toyota <ul><li>The company has already recalled eight million </li></ul><ul><li>vehicles because of ‘accelerator and floormat </li></ul><ul><li>problems’ – what to they do now? </li></ul>START TALKING http://www.toyota.com/recall/videos/

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Is this working?

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BONUS ROUND: DOMINOS <ul><li>The Big Pizza Turnaround </li></ul>http://www.youtube.com/watch?v=8aUJC-6K8qo

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BONUS ROUND: DOMINOS <ul><li>The Big Pizza Turnaround </li></ul>http://www.pizzaturnaround.com/

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What about us?

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Thanks  For more info, please get in touch… James Whatley Engagement Strategy Director + @whatleydude + 44 7774 898681 + james.whatley@1000heads.com