goviral cannes 2011 - the long idea

Brands as Religion

By Mar0n Lindstrom

21st century Evangelism

By Jimmy Maymann

The long idea

When did football get so BIG?

1966: The Mirror, then the

most popular daily knew a piece of history when it saw one. ALer England won the world cup Its

front-‐page splash proudly announced: “A bouncing

girl for baby Alex”

2006: 376 channels 214 countries

75.000 hours broadcast 16 page daily add ons 4,2bn page views

125mil online views (new) 73mil mobile pv’s (new) 26,29bn total viewers

Sources: Intelligent life, Fifa.com

A media revolu0on

10-‐20

20-‐50

50-‐99

+100

+1000

+10k

+100k

1930’s-‐1950’s 1960’s 1970’s 1980’s 1990’s 2000’s 2010’s

Channels

Source: Intelligent life

Long term branding Source: IEG sponsorship group

Long term branding $5bn

$10bn

$15bn

$20bn

$25bn

$30bn

Yearly spend on corporate sponsorships (2/3 is sports)

1989 1996 2004

$35bn

$40bn

$45bn

2010 2000

$1,4bn

$5,1bn

$16,6bn

$28,0bn

$46,1bn

Source: IEG sponsorship group

How have brands capitalized?

$11Bn

Source: The Economist and Dr Peter Rohlmann

Beckham

Copyright © Mar0n Lindstrom 2011

Buddha

How well are brands stacking

up?

2042 years 3300-‐40000 years 3500 years

1387 years 910 years 2500 years

3509 years 2509 years 126 years


We have (increasingly) nothing to talk

about – well except to talk about brands…


37% 2011:

Brandwashed study

15% 2001:

Carl, W. J. What's All the Buzz About?

€7 million neuroscience experiment


We took 12 holis0c brands…


…and 12 non-‐ holis0c brands


...and tested them against our faith


Rituals

Evangelism

Enemy

Sensory appeal

Grandeur

Mystery

The 10 commandments


Conscious Brand Rela0onship Drivers (MicrosoI versus Apple)

Apple

Microsoft


Non-‐conscious Brand Rela0onship Drivers (MicrosoI versus Apple)

Apple


Symbols

Evangelism

Enemy

Sensory appeal

Grandeur

Mystery


Vision

IKEA’s architecture philosophy

Staff name: Staff email: Staff phone:

4 Northcliff Street – Sydney 2012 NSW


Storytelling

Remember…?

Copyright © Martin Lindstrom 2010

Is Jaws what we want to say here? Vision is about grandeur too!



Alfred Hitchcock’s two scripts


Theatre of the stage


Theatre of the mind


Symbols

Smash Your Brand

The power of owning an iconic

language


Picture from deck It all began in 1915…


Guess who…?


Wheel SilhoueQe Ear plugs

Eco System Colours NavigaUon


Design Icons FuncUonality sound

Eco System Naming Ritual

FuncUonality sound


Evangelism

The control …of 5 individuals

Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011

A $3 million experiment


ALer the respondents had heard about the brand during a

“casual conversa0on” their ajen0on to the

brand online increased with…

49% The Brandwashed


Time

Impa

ct

ABOVE

BELOW

3 months 3 months 3 months

The long idea


21st century evangelism

The world looks very different

From des0na0on to distribu0on

70%

75%

80%

75%

Wave 3 (2008)

Visit to brand website in last 6 months!

Wave 4 (2009) Wave 5 (2010)

85%

79%

85%

Source: UM, Wave 5 study, 2010

What has changed?

Publica0on:

Distribu0on:

Produc0on:

0%

50%

100%

2006: 10% 2010: 45%

2010: 47%

2006: 28%

Upload videos

Run a blog

0%

50%

100%

2006: N/A

2010: 79%

2010: 84%

2006: 30%

Watch video

Visit social network

0%

50%

100%

2006: 0% 2010: 33%

2010: 65%

2006: 25%

Comment & rate

Visit microblogs

Source: UM, Wave 5 study, 2010

15 hours

20 hours

25 hours

30 hours

10 hours

5 hours

0 hours

Live broadcast

A world of on demand

Source: The diffusion group, 2010

Time spent with video content

2006-‐2010 2011-‐2016 2017-‐2022

On demand

From Vogue…

…to Michelle Phan

Michelle Phan -‐ Ecosystem

1,6mil subscribers 450mil views

650k Fans 3-‐4k likes per post

200k Followers 99,2% rank in Twitalyzer

2011 launch of the Michellephan.com hub

How to build momentum online

Distribu0on Amplifica0on Explosion

Audience is built over 0me

Jan-‐Apr 2009 Apr-‐Oct 2009 Nov10 – Feb11

Dance Sing along

Welcome back

Royal wedding

Apr 2011

Online presence

CollaboraUve and social content to generate publicity

•  Over 100 million total views on Youtube, support with TV/Outdoor as celebra0on

•  52% increase in sales YOY

•  Massive mainstream media ajen0on in the UK

•  Shared on over 2500 blogs

*Source: The Ambient Advert 0tled 'Dance' Case Study by Mediacom

•  A total of +900 videos published over the last 3 years

T-‐mobile: Life’s for sharing

85% (Ongoing)

15% (Push)

TV Display

Outdoor

A deeper communica0on

Awareness

Interest

AcUon

Loyalty

'We're not in the business of keeping the media companies alive. We're in the business of connec9ng with

consumers.'’

Trevor Edwards, Vice President, Global Brand

& Category Management -‐ Nike

From ads to experiences

55% drop in TV budgets over last 10 years

+30 na0onal teams + 200 Club teams +500 Athletes

+10,000 pieces of content 6 Hubs / 1 academy

Source: Nike.com & Wikipedia

Ac0on

Awareness Interest

Ac0on Loyalty

Daily/Weekly

Daily/Weekly

Weekly/Monthly

6-‐12 Months

Always on

85% (Ongoing)

15% (Push)

Awareness: Write the future

Content: 3min lead spot

DistribuUon: TV, Roadblocks, Paid media

Metric: Impression, views, fans

Aim: Targeted views / FB fans

Results: 55mil views / 4,5 mil fans

Content: Events, +450 videos, Hubs

DistribuUon: Seeding/Social

Metric: Engagement / Interac0on / fans

Aim: Interac0on and community

Results: +125k pages created / 1 player signed

Interest: The Chance

Content: Product info/video & customiza0on

DistribuUon: Search / Owned media

Metric: Sales

Aim: Conversion

Results: Nike’s fastest growing division globally

Action: Bootfinder

Loyalty: Football+

Content: Nike football+ (video, apps)

DistribuUon: Owned media

Metric: CRM

Aim: Loyalty, word of mouth

Results: #2 Social media brand (Headstream)

Nike: The long idea

Design Retail & media Colours

Eco System Ecosystem Storytelling

2010 World cup – online buzz

Rank Brand Share

1 Nike 30,2%

2 Adidas 14,4%

Source: Nielsen / Edelman 2010, NPD Sports Tracking Europe and SportScan. * Facebook June 2011

Market share 80%

60%

40%

20%

1966 1994 2006 2010

8,2mil

4,4mil

The global bajle for football

goviral cannes 2011 - the long idea

Technology

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