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‘If it doesn’t spread - it’s dead.’ Learning from Titanium 2009
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Transcript of ‘If it doesn’t spread - it’s dead.’ Learning from Titanium 2009
![Page 1: ‘If it doesn’t spread - it’s dead.’ Learning from Titanium 2009](https://reader036.fdocuments.in/reader036/viewer/2022062422/56812c7d550346895d9126c5/html5/thumbnails/1.jpg)
1
‘If it doesn’t spread - it’s
dead.’
Learning from Titanium 2009
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Reaping the new creative dividend in the screenage
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The rules are changing and our audiences are ahead of us
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We are in the era of co-creation
People choose to participate with our ideas on their own terms - we must be prepared for them to be adapted, adopted and shared before they can be
fully realised
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Define the challengenot the deliverables
The focus should be on idea outnot channel in
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T - Mobile
Dance
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Challenge:
Bring T-Mobile’s line to life – “Life is for sharing”
Target:
Generation Text
Insight:
People are uploading and sharing every detail of their lives
Idea:
Create events so mind-blowing and extraordinary that they’ll be forwarded to the world
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T-Mobile - Dance
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Narrative versus a media schedule
Media should ignite the conversation and be nimble enough to adapt as our story unfolds
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Tourism Queensland
The Best Job in the World
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Challenge:
Transform the Great Barrier Reef from a day-trip to a holiday destination
Target:
People who slave all year to pay for their vacation
Insight:
Everyone thinks there’s a dream job out there
Idea:
Recruit a caretaker for an island in paradise
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Best Job in the World
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Think connectionsnot demographics
Instead of defining a target market we can isolate a target network of self-selecting,
like-minded, inter-connected people
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Demonstrate purposeas well as performance
Because consumers have higher expectations from their brand experiences, we can look beyond the category for
our insights
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The Jewish Council for Education and Research
The Great Schlep
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Challenge:
If Obama doesn’t win Florida he doesn’t win
Target:
The elderly Jews whose votes can tip the balance
Insight:
Their grandkids are already big Obama supporters
Idea:
Create a movement to get the grandkids to go to Florida and convince their grandparents to vote
Obama
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The Great Schlep
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ROI will be determined by how contagious an idea becomes
It’s no longer about numbers of impressionsyou’ve made, but the amount of fans
you’ve created
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Burger King
Whopper Sacrifice
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Challenge:
Get people to show how much they love the Whopper
Target:
Facebookers
Insight:
Everybody wants to be your online friend
Idea:
Create an app that allows you to delete your virtual friends in return for real whoppers
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Whopper Sacrifice
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New voices at the communications top table
• PR (idea activation not ‘crisis management’) • Digital producers (know what's possible)• Participation experts (media strategists)
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Our job is to populate our audiences’ screens
With content that is so compelling they want to participate in it and share it
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Questions worth asking
1. Is our brand’s purpose rooted in a higher order benefit?
2. If we think about our target as a network what do we discover?
3. What is our narrative and how do we ignite it?
4. What is stopping us that needs to change?