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Promise

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Beyond the Promise

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26/05 - Experience27/05 - Media28/05 - Conversations

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Why experience is so dear to us.

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Experience is the newawareness.

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The orthodox version of awareness ischallenged by three evolutions.

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1 - Touchpoints become untouchable.

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- From : selecting touchpoints for message-delivery- To : creating experiences that impact touchpoints

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2 - Advertising feelsincreasingly boring comparedto other media content.

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(Digital) media is best described aspre- recorded, pre-packaged, anddownloaded. (...) They lack theimmediacy you receive by listening toyour radio, watching on- locationbroadcast news, or even listening tothe buzz all around.http://slant.razorfish.com/1-09_slant/Pulse.pdf

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Traditional Broadcast Media are king at creating “live”experiences.

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New technologies increase this “live experience”.

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The same technologies are at your brand’sdisposal to create your own live-experience.

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3 - People are increasinglyinterested in what’s beneaththe surface.

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business

Bravia

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business

Adidas Originals

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business

Apple

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business

Nike+

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360° campaign

Media

Creative idea

Brand

Marketing context

Product

Business Dell

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Recap

“Experience is the new awareness”, because experienceis the answer to the fact that :

Touchpoints become untouchable. Brand campaigns feel increasingly boring vs broadcast media. People are interested in what happens beneath the surface.

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Three cases to illustrate theuse of “experience as thenew awareness”.

VW Night Driving Simpsons The Movie - launch Nike Boot Camp

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1 - VW Night Driving

Extend the experience around the new VW Golf in a way that is :

aspirational, credible & accessible.

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Create an intriguing story

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Inspire people to participate in the experience.

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Inspire people to extend the experience via co-creation.

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“Traditional” media : TV, DM, print & web werere-engineered for : experience, participation &shareability of the story.

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-Results :- over 70.000 visitors to campaign site+800 members in Night Driving film group # spoofs on YouTube- Dylan Thomas e-book n°1 on i-Tunes

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2- “Simpsons the Movie”-launch

An experience which ran the extra mile for the movie launch by

being : unexpected, authentic & accessible.

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-Results :

an authentic & unexpectedPR experience thatstimulated conversations.

7000 uploaded pictures toFlickr

380.000 search results inGoogle

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3 - NikeFootball Boot Camp

A “cross platform digital training” -experience which reconfirmedNike leadership status by being :

useful, credible & accessible.

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http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html

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experience vs awareness accessible vs aspirational participants vs consumers doing vs messaging live vs pre-recorded

Experience take-outs