IS ADVERTISING DEAD?New approaches for

long-lasting advertising

HAVA SARI

A MULTIFACED AND PARTICIPATIVE CONSUMER…

A MEDIA LANDSCAPE INCREASINGLYFRAGMENTED AND INTERACTIVE…

INNOVATION

WORD-OF-MOUTH

ENTERTAINMENT

UTILITY

TRANSMEDIA

INNOVATE to keep convincing the

consumer, innovation at the heart of marketing

Rather than SAY something,

DO something for the consumer

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Make your brand a content provider…

ENTERTAIN the consumer

Be part of the conversation, give the

consumer a reason to SPEAK ABOUT or USE your brand

Each medium complementing the others,

build your campaign AROUND the consumer

(From ‘media neutral’ planning to ‘transmedia’ planning)

1. INNOVATE

2. BE USEFUL

3. ENTERTAIN

4. INCITE THE CONVERSATION

5. ‘TRANSMEDIATISE’

CASE: SONY BRAVIA ‘BALLS’

Key success factors

• Every medium tells a part of the story, so the campaign’s impact is amplified by word-of-mouth

• A show, a piece of entertainment… adapted into different forms, even with ‘behind the scenes’ footage

CASE: SONY BRAVIA ‘BALLS’

Key results:

• Business:• High impact on sales• Share has risen of more than +40%

• Word-of-mouth:• Several million views online• + 650,000 mentions on blogs etc.

• Cannes: Gold Lion

CASE: SONY BRAVIA ‘BALLS’

CASE: NIKE PLUS

Key success factors

• Perfect example of branded utility

• Excellent channel approach, cfr. ‘Run London’

CASE: NIKE PLUS

« Nike+ has reinvented running as a fun, social, digital-enhanced

sport »

Key results:

• + 450,000 kits sold during the 1st three months

• + 15 millions KM during the 1st year

• Cannes: Titanium Lion and Cyber Grand Prix

CASE: NIKE PLUS

CASE: DOVE EVOLUTION

CASE: DOVE EVOLUTION

Key results:

• + 10 million views on YouTube, also with a famous parody

• Cannes: Grand Prix Film and Cyber Grand Prix (!)

CASE: DOVE EVOLUTION

THANK

YOU!