Is advertising dead?
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Transcript of Is advertising dead?
IS ADVERTISING DEAD?New approaches for
long-lasting advertising
HAVA SARI
A MULTIFACED AND PARTICIPATIVE CONSUMER…
A MEDIA LANDSCAPE INCREASINGLYFRAGMENTED AND INTERACTIVE…
INNOVATION
WORD-OF-MOUTH
ENTERTAINMENT
UTILITY
TRANSMEDIA
INNOVATE to keep convincing the
consumer, innovation at the heart of marketing
Rather than SAY something,
DO something for the consumer
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Make your brand a content provider…
ENTERTAIN the consumer
Be part of the conversation, give the
consumer a reason to SPEAK ABOUT or USE your brand
Each medium complementing the others,
build your campaign AROUND the consumer
(From ‘media neutral’ planning to ‘transmedia’ planning)
1. INNOVATE
2. BE USEFUL
3. ENTERTAIN
4. INCITE THE CONVERSATION
5. ‘TRANSMEDIATISE’
CASE: SONY BRAVIA ‘BALLS’
Key success factors
• Every medium tells a part of the story, so the campaign’s impact is amplified by word-of-mouth
• A show, a piece of entertainment… adapted into different forms, even with ‘behind the scenes’ footage
CASE: SONY BRAVIA ‘BALLS’
Key results:
• Business:• High impact on sales• Share has risen of more than +40%
• Word-of-mouth:• Several million views online• + 650,000 mentions on blogs etc.
• Cannes: Gold Lion
CASE: SONY BRAVIA ‘BALLS’
CASE: NIKE PLUS
Key success factors
• Perfect example of branded utility
• Excellent channel approach, cfr. ‘Run London’
CASE: NIKE PLUS
« Nike+ has reinvented running as a fun, social, digital-enhanced
sport »
Key results:
• + 450,000 kits sold during the 1st three months
• + 15 millions KM during the 1st year
• Cannes: Titanium Lion and Cyber Grand Prix
CASE: NIKE PLUS
CASE: DOVE EVOLUTION
CASE: DOVE EVOLUTION
Key results:
• + 10 million views on YouTube, also with a famous parody
• Cannes: Grand Prix Film and Cyber Grand Prix (!)
CASE: DOVE EVOLUTION
THANK
YOU!