1. inspired in gent

INSPIRED

in GENT

Who is this person?

[email protected]

Who is this person?

Top Direct campaigns of 2011

1. American Rom – McCann Erickson Bucharest

2. The Journal – DraftFCB New Zealand

3. Yellow Chocolate – Colenso BBDO Auckland

4. Real Stories of The Pacific – Colenso BBDO

5. Musical Fitting Rooms – DDB Singapore

6. 4th Amendment Wear

7. NAB Break Up – Clemenger BBDO Melbourne

8. My Car Is Your Car – Whybin TBWA Tequila Sydney

9. Watson (IBM) – Ogilvy New York

10. Quique The Head – Shackleton Madrid

10 years ago, this won the Grand Prix

1. American Rom – McCann Bucharest

2. The Journal – DraftFCB Auckland

3. Yellow Chocolate – Colenso BBDO Auckland

• Yellow Pages asked Josh to

make a chocolate that tasted

yellow. He could only use

Yellow Pages in finding the

people and the materials to help

him in his quest.

• Outdoor drove visitors to the

website where they could see

how Josh was doing.

• It launched at $2 a bar. Was

soon on eBay at $20 and sold

out in two weeks.

Yellow Chocolate

4. Real Stories – Colenso BBDO

Auckland

5. Musical Fitting Rooms – DDB

Singapore

6. 4th Amendment Wear – 4th Amendment

Wear

7. NAB Break Up – Clemenger BBDO

Melbourne

It’s not repetition. It’s amplification

8. My Car’s Your Car – Whybin\TBWA

Sydney

9. Watson – Ogilvy New York

10. Quique – Shackleton Madrid

8 themes

1. Indirect

Direct Agency of the Year 2011

Spread the Ted

Bar Aurora

Budweiser

Coca-Cola

Ogilvy Brazil – Santa’s Forgotten Letters

C’mon, guys!

LLR - Sprinter

Won nothing

2. New

Direct direct – the year of the mobile

Sales!!!

The world’s first GPS delivery service. Download the app and Domino’s will deliver to wherever you are. Results A new market was created Worth $4m in sales The No.1 download from the App Store Buzz

The rise and rise of mobile

A $ trillion market

Some implications for web design

Mobile captures data

New ways to do print

New ways to invigorate Direct

Forsman & Bodenfors – Bio Sommar

12 haircuts: 10 million views

The iPad – didn’t exist 18 months ago

VIV Editorial

Amex Sweden

Amnesty iPad

Early adoption

Big changes are coming

The rise of the creek

Rosetta

180 L.A. - Mitsubishi

Innovation in DM

Innovation in Mail

Social

Facebook – 1%

Flip your profile

When a brand becomes a real friend

Guinness Malaysia

San Marcos, Warsaw

The FFA

Uzbekistan Team Practice

The value of a ‘like’

Idea: Fans who registered on the Facebook page were given a flame. Whoever’s flame was the one that burned through the rope of the MINI Countryman really tethered to a slope at the Brussels Motor Show won the car. People who didn’t want to wait could challenge someone ahead of them in the line with a MINI-related trivia question. If they won the challenge, they immediately took the place of the losers. However, to launch a challenge you needed viral points, one point rewarded for every Facebook friend you had who also participated in the game. If you were challenged and you didn't know the answer to the trivia question, no worries, you offset the question by burning two viral points. When you ran out of points you could acquire more by spreading the campaign link to more people on Facebook.

Staying within Facebook

Mountain Men

Letterbombing

Online and Offline together

Wheat Thins Doubters

Wheat Thins Tweeters

Twitter

Narrative

Kazemill

New uses for Twitter

4. Product

When people pay for your advertising

Ogilvy Argentina

Dortmund Concert Hall

Clemenger BBO – Support Scent

Four n’ Twenty Pies

Magic Salad Plate

Counterfeit MINI

BK Flame

5. Integration

Integrate in people’s lives

Go where they go

One carriage of the subway train that used the Yellow Line was painted Gandhi yellow.

There are 13 stations on Mexico City’s Yellow Line.

Be a part of their lives

.

If you didn’t travel the entire line, you could get the story in a handout. The end.

Understand

.

.

Real people

Event. Internet. Advertising.

Integrate in people’s lives

Ideas people want to be part of

Ideas people want to pass on

Personalisation creates WOM

6. Response

From 360 to 365

Have a nice weekend

Responding to Demi Moore

Responding to a mistake

Akestam Holst – Santa Pause

Zappos

Chat is good business

10.0M total purchasing customers 3.5M have purchased in the last 12 months On any given day, 75% of purchases are from returning customers Repeat customers spend on average $143.22 against $111.98 for first time customers.

Find an audience

Finding audiences

Responding to criticism

7. Empowerment

Wael Ghonim

We are all Khaled Said

Syrine Cherif

The Times of India

Doing good is good business

Recovery through sustainability

People are looking for something to

believe in

Brands are religion

Here’s a hymn

8. Data

Creativity used to transform business

Now data does

How Tesco became a Bank

Proximity Colombia - Pintuco

How to find painters

68,000 called

Jose Beltran was chosen

Date allows creative to have a greater

effect

Inspired

I Innovation

N News

S Social

P Product

I Integration

R response

E Empowerment

D Data

Thanks

1. inspired in gent

Business

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