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So,whoareSaint?Weareadigitalagency

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Withinaworldclassadver9singagency–RainyKelly–Y&R

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Webelievethat…

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Rememberatschool,peoplegroupedtogetheraroundthecoolkids?Theoneswiththelatesttoysorthebeststories.Theoneswhoweremostfuntobewith

Theinternetisverymuchlikethis

Bevaluableandplaybytherules

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Thebestbrandsblurthelinesbetweenproductandpromo9onBrandedu9lity,interes9ngcontentandstuffwithsocialcurrencyceasetobejustadver9singbutbecomegenuinelyinteres9ngtopeopleEverytouch‐pointaconsumerhaswithyourbrandaffectshowtheyfeelaboutit,somakesuretherearenoweaklinksinthechain

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OnlineyouhavetobetransparentandhonestBrandcultureshouldbereflectedinthemarke9ng.Trytopickuponbitsofyourpersonalitythatalreadyexist

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FishwherethefishareBesocialGivepeoplethetoolstospreadyourmessage

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Agoodideacangoanywhere.Ifyouwantakillersocialmediastrategy–youneedakilleridea

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Butonline,it’snotjustaboutsayingstuff.Youhavetobackthatupbydoingstuff.

Broadcastmediabothonlineandoffline–isverygoodatsayingstuff{PRESSBUTTON}

Digitalispar9cularlygoodatdoingstuff.Thingslikeapps,widgets,communi9es&socialnetworksallhelpfulfillthebrandpromise

It’saboutamplifica9on.

Aseamlessdigitalexperiencerunningthroughanyworkwillgiveitagreaterhalflifeandmaketheassetsworkharder.

Ideallythisiscombinedwithrealexperiencesthatevidencethebrand’svalueinapersonalway.

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Wedobuildtheoddwebsite!Butul9matelyweproposewhatwethinkisthebestsolu9onforyourbusinessandhopetoprovethatbydeliveringadecentReturnonInvestment.

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Indoingsowehopetobringyouclosertoyouraudience.

RecodeDecodeisagreatexampleofthisinac9on

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HANDOVERTOANDREA:

Goodmorning,mynameisAndreaCarrandI’maContentManagerintheV&Awebteam,whichispartoftheMuseum’sPublicAffairsDivision.IwasontheprojectteamthatworkedwithSaintondevelopingtheonlinepresenceforDecode:DigitalDesignSensa9ons,anexhibi9onthatwasondisplayatourSouthKensingtonsitefrom8December2009to11April2010.(andifyoudidn’tmanagetocatchtheshowthen,itiscurrentlyontourattheGarageCenterforContemporaryArtinMoscow).

Sinceitsfounda9onin1852,theVictoriaandAlbertMuseumhasbeendedicatedtotherecogni9on,cura9onandencouragementofcrea9vity.Inmoremodern9mesoneofourkeystrategicobjec9vesis,andIquote:“Topromote,supportanddeveloptheUKcrea9veeconomybyinspiringdesignersandmakers,andbys9mula9ngenjoymentandapprecia9onofdesign.”,andthisobjec9veissomethingthatwekeepverymuchfrontofmindwhenembarkingonnewprojects.

Ini9allytheDecodeexhibi9onpresenteduswithachallenge,asthetargetaudiencewewantedtoconnectwithwasnotatradi9onalV&Aaudience–predominantlymale,agedbetween18‐30andwithaninterestinnewmedia.Theexhibi9onwasco‐curatedbynoteddigitalcrea9vityini9a9veonedotzeroandwewerekeenthatmembersofthedigitalartanddesigncommunityfeltsomeemo9onalownershipoftheexhibi9on.

However,fromthischallengecameseveralexci9ngopportuni9es,thefirstofthesebeingtheins9ga9onofthefirstfullyintegratedonlineprojectinvolvingthewebteam,Marke9ngandtheexhibi9oncurators.

Fromtheoutsetwewerestronglyconvincedoftheneedtoproduceawebsitecentredaroundtheconceptofcollabora9onandcrea9vity,andthathadtohaveasophis9ca9onandcupng‐edgeappeal,ifweweregoingtoachieveouraims.

TherewerethreemainkeymessagesthatwewantedtotranslateintoDecodeonline:

1)Thatitwasanexhibi9onthatbrokenewgroundandwasthefirstofitskindforamajorUKmuseumorgallery.

2)Thattheexhibi9onallowedinterac9onthatwasbothplayfulandemo9onallyevoca9ve

and,perhapsmostper9nentlyinviewofthesuccessofRecodeDecode,

3)Thattheexhibi9onexploredtheimportanceofcollabora9veprac9ce;fromdesignersworkingtogether,toaglobalonlineaudienceinterac9ngwithelementswithinthesite.

WeappointedSainttotheprojectareranumberofextremelystrongbidsfromotheragencies.Oneofthereasonsforourchoicewastheirdualstrengths:freshandinnova9vecrea9vecoupledwithexperiencedandsuccessfulmarke9ngknowhow.Unsurprisinglyhowever,itwastheRecodeDecodeideathatsealedthedealforus.Itimmediatelystruckallofusasbeingtheidealcombina9onoftheexhibi9on’skeymessagesyetbeingmorethanthesumofitsparts.ItistoSaint’screditthatweneverfeltasthoughweweretakingachancewiththisidea‐–italwaysfeltliketherightthingtodofortheexhibi9on.

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Allonavery9ghtbudget

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Theexhibi9onitselfprovidedarichsourceofinspira9on.Weknewtherewere3keythemesthatitwasgoingtoexplore:

CodeasaRawMaterialwouldpresentpiecesthatusecomputercodetocreatenewworksinthesamewayasculptorworkswithmaterialssuchasclayorwood.Thissec9onwouldlookathowcodecanbeprogrammedtocreateconstantlyfluidandever‐changingworks.Worksinclude:OnGrowthandForm(hsp://www.danielbrowns.com)Houseofcards(hsp://www.aaronkoblin.com)

Interac2vitywouldlookatdesignswheretheviewerdirectlyinfluencesthework.Visitorswouldbeinvitedtointeractwithandcontributetothedevelopmentoftheworksondisplay.Manyofthemaresensoryandshowdesignersplayingwiththeboundariesofdesignandperformance.Worksinclude:Oasis(hsp://www.everywhere.kr)Tree(hsp://www.simonheijdens.com)

TheNetworkwouldfocusonworksthatcommentonandu9lisethedigitaltraceslerbehindbyeverydaycommunica9ons–blogsinsocialmediacommuni9es,mobilecommunica9onsorsatellite‐trackedGPSsystems.Itlooksathowadvancedtechnologiesandtheinternethaveenablednewtypesofsocialinterac9onandmediaofself‐expression.Designersreinterpretthisinforma9ontocreateworksthattranslatedataintostrikingforms.Worksinclude:WeFeelFine(hsp://www.wefeelfine.org)FlightPaserns(hsp://www.aaronkoblin.com)

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Themaindriveforourcrea9veideawasthebeliefthatthisformofartcamefromacompletelydifferentplacethatmoretradi9onalformsofartinagallery.Tradi9onally,artistheretobelookedat,enjoyed,butkeptatadistanceandonthewholeunchanging.WewereveryawarethatalotofthepiecesondisplayatDecodewerequitetheopposite.Theyweretheretobeplayedwith,touched,experiencedinawaythataffectstheartitselfandviewersexperiencesofit.Thisopennessandaccessibilityresonatedwithus,itfeltalmostopensourced.

Alsowhatstruckachordwasthatmanyofthepiecesofworkusedplauormsandprogramminglanguagesthatwereindeedopensourced.KarstenSchmidtforexampleusesalanguagecalledProcessingthatisverymuchcommunitydriven.Codeisshared,builtupon,revisionsmade,andcon9nuallyoffereduptothegroup.

Thefinalinsightthatwehadwasregardingtheinvolvementofapor9onofouraudience‐thegeeks.Geeksliketoshowoff,programmersliketosolveproblems,andthear9stsonshowwereheroestomany.Weknewthatifwetargetedthepor9onofouraudiencewhowereonthegeekspectrum,andinvitedthemtoshowoff,theycouldhelpusspreadthewordorganically.

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Withtheseinsightsinmindandareasonablysmallbudgettoplaywith,wedecidedtoputapieceofdigitalartattheheartofourmarke9ngcampaign,givepeopleaplauormwithwhichtoimmersethemselvesinthework,andforthosewhowishedto,actuallychangetheartworktosharewiththeirownnetworkofpeople,providethemwithsocialcurrencyoftheirown.

Wewantedthemarke9ngtoreflecttheaudienceandtheexhibi9oncontentasmuchaspossible.

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Sooutofthisstrategy,RecodeDecodewasborn.

WiththehelpoftheV&A,KarstenSchmidtwasenlistedtocreateabespokepieceofgenera9veartthatwouldsolelyliveonline.AllofhiscodewasmadeavailableviatheGoogleCodeplauorm,andviaasmall,targepngsocialmediastrategy,weengagedthosepeoplewhowethoughtwouldbebestequippedtoengageinthis.

BydoingthisweofferedthosewhosubmisedaRecodedversionoftheuniqueartworkthechancetobeatthecentreofouron‐goingmarke9ngcampaign,andtohavetheirartworkhungvirtuallyontheV&ADecodemicrosite.Asimpleideawhichplayeduponkeyinsightsaboutouraudienceandtheirpassions.

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Checkoutthevideohttp://bit.ly/bo3xQ6

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Thedynamicandengagingquali9esofdigitalensuredthatthecampaignremainedbuoyantdespiteitslimitedbudget,throughcrea9nganexperiencethatpar9cipantswouldwanttosharewiththeirfriends.

DigitalwasalsousedasabroadcastmediumasthebestRecodeswereshowcasedondigitalscreensonTheLondonUndergroundandthenewlyopenedWes>ieldShoppingcentre.WealsousedAugmentedRealitybarcodestogivepeopleasneakpreviewoftheexhibi9onandtodrawpeopleonlinefromaprintedinvite.

S9llsofthedigitalartworkwereusedinallotheraspectsofthecampaignsuchastheprintworkandinvites,toensurecrea9vecon9nuityandenableinstantrecogni9onofRecode|Decode.

DigitalPRwasalsoanessen9alpartofthecampaign,usingafinelytunedbloggeroutreachstrategywewereabletospreadtheRecodemessageto1.59millionpeopleonlinewithminimalcost.Throughtarge9nginfluencersinthefirstinstanceandgivingthemapreviewoftheexhibi9onwewerealsoabletogivethecampaignpopularcredencethatitmaynothaveotherwiseenjoyed.

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Exhibi9onasendancecompletelyexceededallexpecta9ons,thecampaignhelpedasract95,000peopletotheexhibi9on,over230%ofouroriginaltarget.

‘Recode|Decode’garneredsignificantcoverageinpress,includingNMA(siteoftheweek)ShotsandCrea9veReview;howeverwewereequallypleasedtoobservethedelugeofconversa9onthattookplacearoundtheconceptonblogsandviaTwiser.Therewereatotalof1,122featuresacrosssocialmediachannelsand69featuresacrossonlinenews/industrypublica9ons.

Theonlinecampaignreachedatotalof1.57muniqueusersonline.Byinvi9nganewyoungeraudiencetotakepartintheexhibi9on,Recodehasgiventhemnewreasonstoconnecttooneoftheworld'sgreatestartins9tu9onslikeneverbefore.

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Justafewoftheaccoladesitreceived.Butwedon’tcareaboutthat.

Whatreallymasersis…….Nextslide

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AnicefatROI

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Whichmakesforahappyclient

HANDOVERTOANDREA

TheresponsetotheRecodeDecodeprojectwasoverwhelminglyposi9veandwebelieve,successfulinengagingourtargetaudiencenotonlyintheUKbutalsoglobally.Italsoworkedwellwiththeothersocialmediaaspectsoftheexhibi9on’sonlinepresence–apageontheDecodewebsite(which,weareproudtosay,wasaNewMediaAgewebsiteoftheweek)broughttogetherauthoredandusergeneratedcontentfromTwiser,FlickrandVimeo.Evenifpeopledidn’tactuallyrecodeDecode,thefactthattheV&A,ana9onalmuseum,hadins9gatedsuchaprojectgaveboththeexhibi9onandtheins9tu9oncredibilitywiththedigitalcognoscen9.Wearedelightedthatsomanypeopleshareourenthusiasmandhighregardfortheproject,andhopethatitssuccesswillengenderfurthersuchinnova9vedigitalworkattheV&A.

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