Trendy v aktivaci spotřebitelů

Václav Naiman, generální ředitel Müller; Robert Kubička, RedBull;Leon Sverdlin, kreativní ředitel Mark/BBDO; Petr Václavek, ředitel Lemonade

Svět se mění...

RE-USE

SOCIALWOM

MODESTCONSUMPTION

PRE-CONSUMPTION ERA

MULTI-CHANNELMARKETING

CONSUMPTION ERA

MASSIVESHOPPING

DISPOSABLEMENTALITY

BARRIER

POST-CONSUMPTION ERA

MODERATECONSUMPTION MORE SOCIALLY

CONSCIOUS BEHAVIOR

ONLINESOCIALDECISIONINFLUENCEDO I NEED MORE?

SALES MUST GO ON

ALEKAM

?

20% vs 80%Tohle pravidlo

platí i v novém tisíciletí

Setkáváme ses celou řadou nových pojmů

Brand Engagement

Neo-Marketing

Social Brand

Interactive Marketing

Brand Conversation

Community Marketing

RESULTS: The website has received over 1.13 million visitors with 92,991 people registering for test-drives, brochures, and configuring a Ka. A total of 2862 discovery pins have been created so far and continues to grow. Despite a steep decline in global sales, the personalised Ka range sold out immediately, creating a waiting list of 35,000 (including deposits paid).

BRIEF: Promote the new Ford Ka to notoriously hard-to-reach 20-somethings who think Ka is for their grans.

STRATEGY: Our creatively expressive audience is curious about quirky stuff. They love experiencing new things, so we took them on a journey of discovery using outdoor ambient, a mobile app and website experience that ultimately lead back them back to the real world.

SOLUTION: First, we hid and distributed QR code stickers in bars and art spaces around Europe. This ambient yet interactive placement enabled people to download and see an Augmented Reality 3D Ka on their mobile phone (an EU first). Not only did they discover Ford Ka close-up but the GoFindIt.net URL appears encouraging them to go find more online.

The ‘Find It’ site challenges people to discover a whole world of exciting new things hidden in plain sight. It uses social mapping to allow people to find out more about Ka as well as make, share and automatically tweet discoveries related to music, design, street art and popular culture. Over 2,500 pieces of content have been created in just 6 months with more being contributed everyday.

Ours was a full circle approach – we started with outdoor to drive our audience to their mobiles which then sent them online where they discovered more about what was happening in their local geographical environment.

TALKINGTREE

Volkswagen Sweden made a really huge worldwide

audience of tens of millions viewers within

six months.

Big brand names including Ford and Nike are going so far as to release on Facebook first.

Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy.

The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitter (Twitter) in the U.S.; the Explorer was the number two most searched for term on Google (Google); Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.

Samsung: Samsung was also able to crack the top 10 twice, with their YouTube HD Camera Trick, and Extreme Sheep LED Art videos, the latter of which is preforming astronomically well since debuting back in March. The top ten is rounded out with ads from Coca-Cola, Bontrust, and Cadbury.

Jednu věc mají všechny tyto aktivace společnou. Stojí mimo rámec tradičního pojetí marketingu a reklamy.

Co to znamená?

1. Je to všechno velká bublina,která brzy splaskne?

2. Promo hard-sell,relationship?

3. TV, radio, print,nové možnosti?

4. Co a jak,

proč?

5. Rozum,srdce?

Děkujeme za pozornost

Václav Naiman, generální ředitel Müller; Robert Kubička, RedBull;Leon Sverdlin, kreativní ředitel Mark/BBDO; Petr Václavek, ředitel Lemonade