B&T MAD Week - TV Tech Crunch
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Transcript of B&T MAD Week - TV Tech Crunch
TV TECH CRUNCH
WHAT IS tech crunch? TVC’s given the tech treatment by three of Australia’s leading
digital agencies & NAKED.
Why are we doing this?
Because all communication is now
interactive
Because Action changes attitude
faster than attitude changes action
Action = sales
interactivity the mechanism we need to embrace
Chewy-Chews experiment Test differences in brand affinity effects between online consumer-brand
interactions Results: those asked to write a
comment to share via Facebook demonstrated a significant
increase in positive brand affinity
Interactive experience
An Interactive experience model
Core ad idea
Who are we addressing? What are the engagement insights?
Three ads three ways in
Immersion in narrative
Three ads three ways in
Contextual interactions
Three ads three ways in
Alternative perspectives
Now, Over to the work
Immersion in narrative
“Go Rhonda!” “Rhonda is Mine” “Hot like a Sunrise..”
Digital campaign integration… • Easy • Affordable • Versatile
Second-Screening allows consumers to
• Dive deeper into the brand • Unlock extra information • Contribute to the story
Walk with Mahalia.
What we want to overcome.
Wouldn’t it be great?
But not like this.
So what about here.
And here.
And here.
And here.
And here.
And here.
Wrapping UP
PSYCHOLOGY + TECHNOLOGY =
INTERACTIVITY