Trends and communication 2008

Global creative solutions : being able to create buzz on multiple channels

1) Come with a creative idea capable of creating buzz

2) How to reach the influencers and succeed in seducing them ?When brands try to lure the tribes to get accepted

3) How to extend the buzz on other channels / media ?Sould we only use the same adapted idea or renew the codes entirely ?

Come with a creative idea capable of creating buzz

A good idea must create ROI (sales, awareness, free media, database …)

• Find a really disruptive and pertinent idea that can help the brand raise and being seen by its target.

• We know that we have a good idea when we can find many arguments against its production. Indeed, a good idea doesn’t leave indifferent.

• A good idea must be easy to :– explain,– appropriate,– spread.

« the right stuff at the right place at the right time »

How to reach the influencers and succeed in seducing them ?

• Marketers are struggling to reach the so-called influencers, they one that can set a trend and lauch a buzz.

• An influencer is someone who has followers among his community and is an opinion leader.

• No one can always be an influencer. Influencing depends on the message and it works better when it is relevant to the community.

• One should not mix up the happy few or the early adopters with the true influencers.

When brands try to lure the tribes to get accepted

• Nowadays, markets are so fragmented that it is no longer efficient enough to run a global communication campaign.

• It is worth more to identify differenciated communities among its target group and to try to reach them one at a time.

• Therefore, a brand must build a segmentation of its consumers in order to communicate to them through a relevant message.

• This communication « à la carte » can take multiple forms depending on the specificities of the targeted audience.

Of course, having only one form tremendously improves the efficiency.

How to extend the buzz on other channels / media ?

• Start with a good idea capable of being relevant on many different channels.

• Develop a brand territory strong enough to help build a coherent communication campaign.

Sould we only use the same adapted idea or renew the codes entirely ?

• Generally, an integrated campaign relies on only one BIG idea.

• However, this idea can cover a territory broad enough to inspire other creations.

• Marketers should have hindsight after a successful buzz in order to make it work on other channels.

• Traditional communication tools should be used alongside with buzz marketing.

Communication trends

Customization/Product

• How it worksOffer consumers the possibility to customize their products by placing their own elements.

• Examples– Nike ID– My M&Ms– Dominos Pizza

• Advantages– improve the relation with the product by adding an emotional dimension– recruit new consumers– benefits in terms of image and margin for the brand

Customization : Dominos Pizza

• IdeaDominos launched a pizza customization service on its website.

Consumers could create their own pizza by choosing their ingredients and order it.

All the created pizzas were available for order and there was a contest to vote for the best creations.

Dominos also set up a device tracking the delivery of your order.

Customization : Dominos Pizza

User-generated content• How it works

Propose to the consumers to create the communication themselves.

• Examples- Nike – Pass the ball- Sony Bravia – Foam City- SiDivine – SiDivine Book

• Advantages– can take many forms : advertising, music videos, video games,

animations, songs …– consumers can appropriate the product and show how they are

attached to the brand– contributors get their 15 minutes of fame.

User-generated content : SiDivine

• IdeaThe women underwear brand SiDivine offer to its clients the choice to get involved in the creation of its catalog.

Clients were invited to shoot themselves wearing a ensemble of the brand and could be paid back for their purchase.

User-generated content : SiDivine

User-generated content : Sony Bravia

• IdeaTo promote the new episode of its ad campaign, Sony lent some HD cameras to the extra during the shooting.

Videos started to appear on the web helping creatig the buzz before the release of the film and showed the superior quality of the products of the brand.

User-generated content : Sony Bravia

Interactive banners• How it works

Fight the intrusive banners. Be creative through communication on the internet with original creations and lure visitors.

• Examples– Doritos

• Advantages– helps renewing this channel– offers an entertaining experience– surprize the internet user during its surfing on the web

Interactive banners : Doritos

• IdeaDoritos created a software blocking the ad banners and replacing them by content chosen by the user.

The message of the operation was : « What if the Internet was like a Doritos bag ? Only packed with stuff that you like ».

Interactive banners : Doritos

Advergaming• How it works

Create a video game around the communication elements.

• Examples– Coca-Cola – Happiness Factory– Burger King - XBox– Wilkinson – Fight For Kisses

• Advantages– helps furtering the brand experience– make the consumer get in contact with the brand in a funny way

• Let's go furtherAdvergaming can not be only mesured in terms of ROI but through a long term period thanks to an improved emotional relationship.

Advergaming : Fight for kisses

• IdeaWilkinson created a viral film with an advergame using the codes of the battle games.

The campaign featured a baby that wants to gain his mother love back, as she left him since his father discovered the new Wilkinson shaver.

Effie 2008 Grand Prix : for the first time, Wilkinson sold more shavers than Gillette.

Advergaming : Fight for kisses

Widgets

• How it worksOffer a small software that gives information and is set up directly on the desktop of the user.

• Examples– RMC - Actu– Fnac – Fnac Music– Uniqlo – Uniqlock

• Advantages– constant contact with the brand– the brand becomes useful– no-trade relationship so it is more valuable for the user

Widgets : Uniqlo

• IdeaUniqlo launched a blog-widget that set up connections between Uniqlo and the bloggers.

The aim of the widget is to present the clothing range of the brand 24/7.

Every hour the clock features some special moves and it also has a clock.

On the website are showed all the users of the widget in the world.

Widgets : Uniqlo

Advertainment• How it works

Mix between « advertising » and « entertainment ». Can take the form of mini-series, animation, interactive game …

• Examples– BMW- Electronic Arts- Burger King

• AdvantagesOffer an entertaining content that does not look like a classic ad.

• Let's go furtherTo use advertainment is a decisive step for a brand, as it needs a strong effort in terms of investment and creativity.

Advertainment : Electronics Arts

• IdeaEA Sports produced a video response to a Youtube user that had uploaded a video showing a bug in a EA golf game. The bug was making Tiger Woods shoot a ball while walking on water.

The film used the same element to prove that it was not a bug and that Tiger Woods is really a god.This video was made to announce the release of the new version of the game.

Advertainment : Electronics Arts

Advertainment : Burger King

• IdeaBurger King partnered with the successful comic writer Seth MacFarlane (American Dad, Family Guy) to create a new series only broadcasted on the internet and labelled « Too big for your TV ».

• Results14 films have been made combining more than 10 million views.

Advertainment : Burger King

Street Marketing• How it works

Street marketing is an unconventional way to do promotion by invading public space.

• Examples– WWF– Chevrolet Captiva– Ajax Amsterdam

• Advantages– surprize thet target and involve it– entertain the audience– reach difficult-to-reach population categories that are averse to traditional

marketing

• Let's go furtherCan be very efficent coupled with a guerrilla operation.

Street Marketing : Ajax Amsterdam

• IdeaThe Dutch football club made a happening for the release of its new jersey : extras went in the streets of Amsterdam and swapped their sportswear with the bystanders.

People gave what there were wearing to receive the new jersey.

Street Marketing : Ajax Amsterdam

Social networks• How it works

Post on main network sites (Facebook, MySpace, Skyblog, Dailymotion, YouTube …) a page about the brand.

• Examples– Toyota– Airness– Sony

• Advantages– gives an exposition to the brand near its target– benefits in terms of awareness and image– can help create a community

Social networks : Sony

• IdeaSony partnered with the Facebook application Vampires for the promotion of the horror movie 30 Days Night starring Josh Hartnett.Rebranding of the application in 30 Days Night for 3 weekds.A contest with prizes of a $1500 in cash and 4 quads bike.

• Results60 000 contestants.More than 17 millions page views.

Social networks : Sony

Viral films

• How it worksAd films that are only broadcasted on the Internet.

• Examples– Ecko – Still Free– Choc – Delarue– Diesel XXX– Axe Dry – Canadairman

• Advantages– no time limit– no censorship– the ability to qualify the audience

Viral films : Diesel XXX

• IdeaTo promote the 30 anniversary of the brand and the anniversary party taking place all over the world, Diesel mashed up a 70’s porno movie to use as an invitation.

Viral films : Diesel XXX

Interactivity

• How it worksMake the internet users react during an ad and become part of the show.

• Examples– Yamaha – Volume Max– Sony Ericsson – Who is Johnny X– Orange Foot - Chabal

• Advantages– involves the consumer– offer a surprising brand experience to the user

Interactivity : Orange

• IdeaTo promote its new football offer on PC and mobile, Orange relyed on the PC/mobile convergence with an impressive user experience.

Interactivity : Orange

Mobile Marketing

• How it worksCreate a communication operation directly on mobile phones.

• Examples– Nike – T90– Renault Twingo by Nokia– Lynx

• Advantages– easy-to-spread message– original contact technique– high opening rate of the ad

Mobile Marketing : Lynx

• IdeaThe deodorant brand launched an operation to help guys struggling to seduce women.

A mobile phone application was created that produced sound effects giving the illusion that the mobile phone had been turned into a women detecor device.

Mobile Marketing : Lynx

Blogs content

• How it worksBroadcast an ad message adapted to the specificity of the blogs.

• Examples– Bouygues Telecom– Match.com– Garnier

• Advantages– can gather a community around the brand– offer the possibilty to precisely target consumers

Blogs content : Bouygues Telecom

• IdeaBouygues Telecom took twelve famous bloggers to produce a show that only aired on the internet.The show was made by Endemol (Big Brother, Star Academy).

Winners could receive up to 1 000€.

Contestants could only answer to the questions by phoning friends of their contact list.It is a continuation of the TV campaign « Matthieu’s contact list ».

Blogs content : Bouygues Telecom

Best Practices

Best Practices

• INNOVATE

• Get the consumers involved/Make them particpate.

• Do not just re-use a good idea (flash mobs for example), but make sure that its relevant to the message and to the target.

• Reward the contributors (not necessary with money prizes)

Best Practices (suite)

• Technology should be used to help the creation and not the other way around.

• Do not exactly follow consumers advices :« If we had listen to the drivers, we would have never invented the car. All what they wanted was simply faster horses. »

How can luxury brands use New Marketing ?

Virtual worlds• How it works

Create an immersive space where users can move around and interact with other avatars.

• Examples– Second Life– Playstation Home– Habbo– Viktor & Rolf

• Advantages– fun and innovative experience– overcome time, space and language hurdles

Virtual worlds : Viktor & Rolf

• IdeaThe fashion brand innoved by launching the first live fashion show on the Internet.

All the clothes were worn by only one model that performed during the entire show.

The operation brought the luxury industry to the ordinary people.

Virtual worlds : Viktor & Rolf

iPhone

• How it worksDevelop an application for Apple mobile phone.

• Examples– Carslberg– Deezer– Chanel

• Advantages– offer a quality content to the consumers– give users a long-lasting brand exposure– benefit from the hype around the product– get press

iPhone : Chanel

• IdeaChanel created an application for the iPone that gives news about the brand and shows the points of sales close to the location of the user.

iPhone : Chanel

Viral films

• How it worksAd films that are only broadcasted on the Internet.

• Examples– Choc – Delarue– Axe Dry – Canadairman– Lacoste Future

• Advantages– no time limit– no censorship– the ability to qualify the audience

Viral films : Lacoste

• IdeaFor the anniversary of the brand, Lacoste built a special website.

The communication campaign was made of a viral film that imagined the evolution of the tennis game in the future.

Viral films : Lacoste

Blogs content

• How it worksBroadcast an ad message adapted to the specificity of the blogs.

• Examples– Bouygues Telecom– Match.com– Garnier

• Advantages– can gather a community around the brand– offer the possibilty to precisely target consumers

Blogs content : Longchamp

• IdeaLongchamp partnered with the main chick blogs in order to communicate around its last campaign.

This operation succeed to reach directly the buyers and to advertise to an influential community.

Blogs content : Longchamp

Blogs : Longchamp

Blogs : Longchamp

Blogs : Longchamp

Blogs : Longchamp

Blogs : Longchamp

Best Practices Luxury

Best Practices Luxury

• Use new technology by making it simple and always look for efficiency.

• Build high quality but temporary campaigns.

• Propose a strong and unique user experience.

Best Practices Luxury (follow-up)

• Get rid of less important aspects of the activity in order to focus on the brand image

• Partner with products from other universes to add value to the brand.

• Confucius said :« Explain me and I will forget,show me and I will remember,get me involved and I will understand. »