Doritos Jacked_presented at DML2014_Michael Willems

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Transcript of Doritos Jacked_presented at DML2014_Michael Willems

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Favorite

Series?

Someone

to talk

with?

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CONTENT KING

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CONTENTSOMETHING

TO TALK

ABOUT

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1. Context

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3. Content2. Contacts

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This is our story (behind the scenes):

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1. Context:

(Brand VS Consumer)

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Be part of what interest your consumer

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Our Brand/ our product:

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Our Brand/ our product:

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Our Target Audience:

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16 – 24 years, sweet spot 18 years

3 conversation starters:

1. Sex

2. Leaving home

3. Drivers license

Insight: “Ordinary driving is boring, compared with GTA and Need for speed!”

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Create for the involved,

AND scale to the indifferent

2. Contacts:

(Contact-strategy)

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First: Understand our Marketing Objectives

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Most consumers are indifferent.

They buy chips … and occasionally Doritos

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Households

buying

More …

1.00.000

500.000

00 1- 5x 10x 20x

Purchase frequency

More …

Note: Example only

Acquisition of new buyers is essential!

Indifferent consumers

Involved Brand Enthusiasts

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Secondly: Understand Consumer Engagement

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Consumers must be engaged,

but most don’t want to participate

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Target Audience

More …

100.000

50.000

0Low Medium

Level of Engagement

High

Indifferent consumers

Involved Brand Enthusiasts

Note: Example only

Assume most people don’t care

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3. Content:

(Idea/story)

Add value to your

consumers life

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Idea: Doritos Jacked Driving School

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Jacked Driving School – 6 Entertaining Episodes

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Jacked Driving School – 6 Entertaining Episodes

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Jacked Driving School – 1 Awesome Event

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Personal Driving Experience

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• Doritos Jacked Personal Driving Experience: Video

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Context: be part of what interests your consumer

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Content:

Add value to your

consumers life

Contacts:

Create for the involved,

scale to the indifferent

Case: http://creativeawards.nl/2013/doritos/jacked/