Andreas Toscano Mielenhausen_Объединяя бриф, креатив и технологии
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Google Confidential and Proprietary Google Confidential and Proprietary Brief, Creativity & Technology
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Презентация Андреаса Миленхаузена (Creative Lead, Google Moscow) на конференции All Digital Marketing
Transcript of Andreas Toscano Mielenhausen_Объединяя бриф, креатив и технологии
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Brief, Creativity & Technology
Google Confidential and Proprietary
Brief?
Google Confidential and Proprietary
“I saw this thing on the internet last week which was really cool. Can we do something similar?”
Google Confidential and Proprietary
“I saw this thing on the internet last week which was really cool. Can we do something similar?”
“Let’s do a viral video!”
Google Confidential and Proprietary
“I saw this thing on the internet last week which was really cool. Can we do something similar?”
“Let’s do a viral video!”
“That’s too risky for us. Maybe we can use it for YouTube...”
Google Confidential and Proprietary
“I saw this thing on the internet last week which was really cool. Can we do something similar?”
“Let’s do a viral video!”
“That’s too risky for us. Maybe we can use it for YouTube...”
“We need a 360 campaign.”
Google Confidential and Proprietary
“Dullness won’t sell your product,but neither will irrelevant brilliance.”
Bill Bernbach .
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen Interact
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen Interact Engage
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen Interact ShareEngage
Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
How can you make them FEEL your message?
What kind of interaction do you expect?
Tell/Show Listen Interact ShareEngage
Google Confidential and Proprietary
“Tell me and I will forget.Show me and I might remember. Involve me and I will understand.”
Confucius .
Google Confidential and Proprietary
Google Confidential and Proprietary
A couple of facts about YouTube
By 2016, 90% of all internet traffic will be video.
The 2nd biggest Search Engine in the world.
46% of people bought something offline that they saw advertised on YouTube.
Google Confidential and Proprietary
Google Confidential and Proprietary
Free Media
Google Confidential and Proprietary
Free Media(It’s an online social platform)
Google Confidential and Proprietary
People “watch” what’s being shown.People share what to see, create content, interact, engage, like, comment.
vs
Google Confidential and Proprietary
People “watch” what’s being shown.People share what to see, create content, interact, engage, like, comment.
People flick through channels.People search for specific content.
vs
Google Confidential and Proprietary
People “watch” what’s being shown.People share what to see, create content, interact, engage, like, comment.
People flick through channels.People search for specific content.
One experience for all.Unique experience for each user.
vs
Google Confidential and Proprietary
People “watch” what’s being shown.People share what to see, create content, interact, engage, like, comment.
People flick through channels.People search for specific content.
One experience for all.Unique experience for each user.
Requires users to act on what they saw.Can be directly linked to action.
vs
Google Confidential and Proprietary
Every minute, 3 days of content are uploaded.
Google Confidential and Proprietary
Simpler than it looks
As with other online platforms, everything that looks amazing often looks complicated, time consuming and expensive.
Luckily, it's not always the case.
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Bringing TV content to YouTube
Google Confidential and ProprietaryGoogle Confidential and Proprietary
YouTube as a Social Network
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Content people WANT to watch
Google Confidential and Proprietary
Red Bull Stratos - Live Broadcasting
Google Confidential and Proprietary
Will It Blend? - Responsive content
Google Confidential and Proprietary
Will It Blend? - Responsive content
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interactive videos
Google Confidential and Proprietary
The campaign had an extra layer of interactivity and social networking, which helped them feel the message: this is a Mercedes you can drive.
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interactive Platform
Google Confidential and Proprietary
TIPPEX
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Think message, not format
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Channel as Brand Site
Google Confidential and Proprietary
TOYOTA USA
Each carl has its content, but everything is in one place.
Google Confidential and Proprietary
TOYOTA USA
All the information is part of an interactive experience.
Google Confidential and Proprietary
TOYOTA USA
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Thank You
