Emakina @ Multi Mania 2007 - VW EscapeTV

Emakina – EscapeTV

Multi-Mania 2007 Presentation

Agenda

FuturePresentPastWhy

The Why


Before we talk about marketing…

Let’s talk about

SEX!SEX!

Excitement in relationships

Thrill

Time

ONE NIGHT STANDONE NIGHT STAND


Thrill

Time


CLASSICAL MARRIAGECLASSICAL MARRIAGE

7 Year itch7 Year itch


Thrill

Time


CONTINUED EXCITINGCONTINUED EXCITINGRELATIONSHIPRELATIONSHIP

CLASSICAL MARRIAGECLASSICAL MARRIAGE

Big-bang or multi-small communication efforts?

ImpactTrafficTOM

Time

Highly noted big bang event..

… but failing to connect over time

Carefully planned multiple step campaign…

… yet running out of steam because it lacks ambition

Single shot marketingSingle shot marketing

Best of both worldsBest of both worlds

… with end result determined by your ambitions

Very impactful and accessible communication

… repeated over time

with increased

impact

Long term campaignLong term campaign

Multiple events, year roundMultiple events, year round

Positioning VW-TV vs Salon-TV

CommercialImpact

Time

Time

MarketingImpact

VW-Entertainment-TVContinuous dialogue

VW-Entertainment-TVAudience impactVW-SalonTV

Mass event

VW-SalonTV Quickly forgotten

The problem

The big internet Your industry You

Your customersand prospects

How to make people come to your site?

Reasons of traffic

Except for Coca-Cola.com, few people spontaneously visit a site.

People find your site via essentially two techniques: People search and find

google, msn, yahoo, goldenpages, …

People discover and explore while browsing a topic, a forum, a news article, …

Depending on the study, traffic via search engines is about 50%. Referrers account for 10-20%. Emails and word-of-mouth account for 20%. Rest is direct links (bookmarks) and spontaneous traffic.

Today’s facts

The big internet Your industry You


80% of content on the internet is written by

non-professional people = USER GENERATED

CONTENT

Only 20% is written by professionals (and

shrinking every day)

The chances that a user arrives on

user generated content is far higher than professional sites

YourCompetitors

YourCompetitors

Capturing traffic

The big internet Your industry


You

The solution: you have to penetrate the “other”

world and make a “path” to your site, to make your

site a bigger “target”

YourCompetitors

YourCompetitors

Driving traffic

The big internet Your industry


You

Well planned steps to bring people to your site via

informal means: classical marketing but also “new”

marketing

Brand focusedcar related traffic

1

2

3

Unfocused tyre related traffic

Unfocused tyre related traffic

Unfocused car related traffic

YourCompetitors

YourCompetitors

Our target

Search Engine Optimization 2.0 Marketing Innovative marketing

= SUCCESS

You receive a bigger “hand” and you can “catch” more traffic

EscapeTVEscapeTV

Concept > Components

VW.BEVW.BE

EventsEvents

ProductsProducts

ParticipationParticipation& Recruiting& Recruiting

VideosVideos

ClubClub

ServicesServices& Tools& Tools

EmailEmailNewsletterNewsletter

GamesGamesEventsEvents

Thematic approachThematic approachM

US

IC

SP

OR

TS

Dis

trib

utio

n T

ools

Dis

trib

utio

n T

ools

PodcastPodcast

WebWeb

RSSRSS

BlogsBlogs

PortalsPortals

SMSSMS

What do you do?

When you are faced with: High costs of television production budgets… Increased advertisement regulations Target audience that is

Decreasing TV consumption…More and more onlineWants to be entertained

Bring television online but distribute it everywhere Broadcast 24/24 not just a paid for timeslot

The « EscapeTV » Concept

The « EscapeTV » Concept

• EscapeTV is a truly innovative multimedia dialogue platform to support real life events for a car brand destined for 18/30 year olds

• Escape is a TV show, a magazine, a channel, a community, a club, a tribe...

• Escape is about freedom, entertainment, music, movies, cars, fun, cool stuff, culture, life.

TV

Print

Video

Real life events

Community

Web

PodCastE

SC

AP

ET

V.B

E

Concept > Top level view

ExperienceExperience DistributionDistribution ServicesServices

Multimedia magazine to support real life events for VW brand

Distribution via• web• dvd’s• nightshops,• podcasts, pspcast,• Streaming • GSM, • Blogs•….

Dialogue services- Interaction- Voting- Influencing-Contribution

Progressive registration model

Blended media

Concept > Content delivery

SportsSports

MusicMusic

FamilyFamily

Episode 1 Episode 2 Episode … Episode N Your interests

Your preferredcontent formats

Streaming

Mobile phone Magazine, flyers

Newsletter

SMS

WebsiteiPod

Communication Plan

Media

Time

Offline

Online

Flyers

Press Relations

Podcast, Webcast

Streamed WebTV

VideoClubs DVD

Magazines

Agenda

Portals

Posters

Dealers

Showrooms

Clubs

Calendar

REAL LIVE EVENTS

Emails

VW Clubs

E-Zines

Concours

Forums

TargetAudience

Just in time & First in Belgium/EU/…

Extracts from Hugues Rey (FastBridge) ACE Presentation

Changing times

“Technology and the digital medium are allowing this to happen.The benefit from the advertiser's standpoint is the level of interaction with the brand.It's becoming part of your life.”

(John Rich, Interactive Creative Director at TM)

Is our target ready to consume Video on Internet

YESYESThey are - are you?

They are - are you?

Yes, but is Belgium ready too?

New ways to consume the TV- news

A simple search on VRT in Belgium gives the following results

What makes Belgium ideal?

The highest penetration of

broadband in Europe, even more so with

target audience

How do they connect?

Broadband (well established) vs wireless (fast rising)

Do Escape TV match TV consumption?

Yes

The Past


Last year we promised you jobs in our casting contest

LIVERevealRumour Casting

Last year

Remember?

Finalists and winners

Close but no cigar! The winners

The FR beauty

The NLbeauties

boys

The Present


http://www.vwescapetv.be

http://www.vwescapetv.be/

Internet

Server Side

Database &Integration

Client Side

Why Adobe?

Rich Internet Applications Flash Player client is a

standard browser plug-in Flash .swf data is passed over

http Flash Remoting provides an

optimized connection between the Flash client and the Application Server

DBDBDBDB

Application ServerApplication ServerApplication ServerApplication Server

Web ServerWeb ServerWeb ServerWeb Server

BrowserBrowserBrowserBrowser

.html.cfm

.swf

.xml

FlashClient

FlashRemoting

Rich Interactive Architecture

WebWebServerServer

WebWebServerServer

CommCommServerServer

CommCommServerServer

ApplicationApplicationServerServer

ApplicationApplicationServerServer

internet

InteractivityInteractivityInteractivityInteractivity

CommunityCommunityCommunityCommunity

SiteSiteSiteSiteGames

Interactive chatVideo streaming

RegistrationsContribution

Branding

MailMailServerServer

MailMailServerServer

Adobe Architecture

internet

DBDBServerServer

ColdFusionMXColdFusionMX

ServerServer

WebWebServerServer

FlashCommFlashCommServerServer

Flash MXFlash MX

NetConnectionNetConnectionNetServicesNetServices

Flash remotingFlash remoting

Products Used

Adobe Flash Player 8 Flash Communication Server

1.5 Flash Remoting ColdFusion Dreamweaver

Others IIS 5.0 SQL Server 2000 FFMpeg Webtrends

The Appreciation


Some awards won

Paper magazines talking about their e-competitor

Newspaper Headlines

The Future


One tiny problem surfaced…

A click too far to A click too far to spontaneously interact…spontaneously interact…

Wish list for 2007

blog! full screen video

more rss

gamesprizesSEX!SEX!

VW Escape 2.0 > New look

VW Escape 2.0 > New features > Flash 9

VW Escape 2.0 > New features > Cool Contests

VW Escape 2.0 > New features > Integrated blog

VW Escape 2.0 > New features > RSS Sub Feeds

Now what?


Action

We want you!

Sexy jobs (Senior) Flash Designers (Senior) Web Designers Web integrators Web developers Creative Consultant Information Architect and

Usability Consultant

Boring jobs ;) Project Managers Sales Managers …

Motives to join the Emakina team

“Ik geloof dat Emakina de top is in België qua design en

ontwerp van websites en ik zou graag deel uitmaken van

zo'n succesteam.”

“Because you are the King in web agencies in Belgium”

“Your list of clients including great names such as Proximus, Accenture, Coca-Cola… Audi has incited me to apply immediately.”

"Emakina is a solid company with a clean, professional profile. Its'

methodologies are sound, and I share the company values. The work is innovative, beautiful and meets its

directives. It would be an honor to work with such a talented team."

« Connu comme un acteur important de l'e-business en Belgique, Emakina possède une multitude de clients

ayant chacun des challenges bien spécifiques à relever. Cette diversité apporte une stimulation, des échanges

d'idées qui ne peuvent qu'améliorer la créativité. »

Emakina is well known on market

Approfondir mon expérience au service d'une des plus grandes

société de WebDesign de Belgique.

Emakina provides the right atmosphere to nurture ones growth both in technology as well as in mind.

« Evoluer au sein d'une structure, d'une organisation professionnel et ce avec un

esprit d'équipe. »

“Werken bij Emakina is ook groeien naar de toekomst aangezien er een

mogelijkheid is voor constante bijscholing.”

I used to dream about making this stuff. At Emakina, I could

get the chance to build it. That's pretty great!

More Fun

Approfondir mon expérience au service d'une des plus grandes

société de WebDesign de Belgique.

The variety of customers and of projects, the need to learn, the need to

grow and to work with motivated teams, and a million other reasons!

“I want to put a dingin the universe.”

« Le désir de travailler pour une société qui a fait ses preuves sur

le marché de l'Internet. »

A FRIEND TOLD ME ABOUT THE SITE, I FOUND IT INTERESTING. I KNOW EMAKINA WILL

HELP ME GET A JOB!

http://www.emakina.com/jobs/


Emakina @ Multi Mania 2007 - VW EscapeTV

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Transcript of Emakina @ Multi Mania 2007 - VW EscapeTV