Cannes09 Gv Final

50 %
50 %
Information about Cannes09 Gv Final

Published on July 23, 2009

Author: madsholmen

Source: slideshare.net

Description

GoViral conceptual presentation from Cannes Lions 2009

Always On Cannes, June 2009

Agenda   1 The state of media 2 Evolution 3 The 'new' media ecosystem 4 Online Content Propagation

The state of media

Internet overtake TV as most popular medium by June 2010 Ultimo 2008: TV 46 hours a month Internet 40 hours a month Ultimo 2010: TV 43-46 hours a month Internet 50-60 hours a month

There’s still much more potential...

Influence on brands grows with the penetration

Digital influence is moving you brand from magazines to blogs, from a few channels to many

The new formats are driving the growth Search and interactive ad formats like video are flourishing, largely replacing classic display advertising

Social media usage is exploding, but video is the real story While member communities (like Facebook) have been garnering impressive audience numbers for the last five years, video audiences have been growing at meteoric rates

“ Like Zimbabwe’s endless printing of new worthless money, the online industry is adding new display inventory way beyond demand. The supply and demand model is a broken one” Display Ads & Zimbabwe Two cases of hyperinflation Source: Wall Street Journal, February 2009

It’s about the new formats and the narrative Eric Schmidt, CEO Google

The potential is huge *Source: Nielsen Online, The Global Online Media Landscape, April 2009 and Jupiter European Advertising Forecast 2007-12

Evolution

The digital ‘future’ is already here... User situation Kids (5-12) Young people (13-27) Mature consumers (+28) Information Youtube search or social tools Google search and social tools Google search Communication Carrier agnostic social media IM & social networks via laptop and phone E-mail Entertainment Social worlds and video On demand video and games via laptop or portable device Digital TV and premium on demand

Video content is increasingly delivered on demand - one in seven 18-24 year olds watching no live TV at all. Source: Forrester and Comscore Press releases 2008/2009 Median age for TV users are 13 years higher than general population. Users are changing behaviour

The Channels are becoming ’truly’ digital The Channel The ’killer’ App The Outcome The consumer will let you in, if you offer them something that can work as the ’social glue’ The consumer wants to participate, so the ’trade-off’ needs to be interesting The consumers have the power – they will only ’opt-in’, if you are relevant

By 2013 video will be 90 percent of all consumer IP traffic and 64 percent of all mobile traffic Source: Cisco, April 2009 We are watching and sharing video like never before 2004 2007 2010 2013 100% 80% 60% 40% 20% Video as percent of all bytes

Video Distribution is replacing traditional tools Content: From banners to video Distribution: From campaign sites to channels

The new ’content’ Wii Fit

Branded Video Content builds brands

The new media ecosystem

With content on demand With mobile applications With communication tools such as Wave or Skype With communities and social networks With web applications such as Twitter and Netvibes Users are ”always on” ’ Always on’ channels ’ Always on’ users

Advertising formats have to adopt to users being ”Always on” Media is consumed when, how and as users like it. Traditional advertising fail to engage

The advertising eco system has to evolve with the users Master all three elements of change to benefit from the full potential of the new media eco system . From campaign website From TV, Print, Display From PR and journalists to multiple channels and properties to content distribution to users and social sharing Step 1: Owned Media Step 2: Paid Media Step 3: Organic Media

Exploiting the ‘always on’ users Reach & Engagement Owned Media Paid Media Organic Media Low Content is on the website/campaign site Uploading to Youtube and buy a bit of search Few organic views, comments and ratings Medium Campaign site & Youtube channel Viral disimination to all major video platforms with some media support Significant organic views driven by comments, ratings and some social media sharing High Multible channels and content hubs Contextual seeding in multible channels Extensive sharing and redistribution of the content across all ”always on” platforms

Content "It's a learning lab out on the net, just playing around with some different ideas. You can tell it's not very heavily branded at all." P&G Spokesperson Distribution “The campaign's backer hasn't been the only thing stealthy about it. As of this week, the most viewed of nine online videos produced had been seen fewer than 6,000 times on YouTube. The fictional Mr. Johnson also has a Twitter account with 949 followers.” - Ad age article

Content "It's a learning lab out on the net, just playing around with some different ideas. You can tell it's not very heavily branded at all."

P&G Spokesperson

Distribution “The campaign's backer hasn't been the only thing stealthy about it. As of this week, the most viewed of nine online videos produced had been seen fewer than 6,000 times on YouTube. The fictional Mr. Johnson also has a Twitter account with 949 followers.”

- Ad age article

Case: Zack Johnson – First episode

Case: Zack Johnson 9 videos zack16.com youtube channel Twitter account Step 1: Owned Media Step 2: Paid Media Step 3: Organic Media No paid media support Less than 100,000 views 11 comments 28 ratings

Very good webisode content, but complete lack of paid media support to organic momentum for the campaign. Evaluation Online Presence Organic media Low Paid Media Low Owned Media High Engagement

Content " We wanted to generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in.“ Paul Silburn is creative director at Saatchi & Saatchi Distribution “We’ve approached the campaign slightly differently this time. We have a number of activities planned once the ad goes live to really engage with consumers.” - Lysa Hardy, head of brand and communications at T-Mobile

Content " We wanted to generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in.“

Paul Silburn is creative director at Saatchi & Saatchi

Distribution “We’ve approached the campaign slightly differently this time. We have a number of activities planned once the ad goes live to really engage with consumers.”

- Lysa Hardy, head of brand and communications at T-Mobile

Launching ’Dance’

” Life’s for sharing” - Events - Content Channels Step 1: Owned Media Step 2: Paid Media - Premiere ad-break - Online seeding - Interactive TV - Digital outdoor Step 3: Organic Media - Spoof content Behind the scenes Social media sharing +15,000,000 online views Thousands of comments Thousands of ratings Spread to hundreds of websites

- Spoof content

Behind the scenes

Social media sharing

+15,000,000 online views

Thousands of comments

Thousands of ratings

Spread to hundreds of

websites

Owned Media High Engagement Channels/Properties Evaluation Online Presence Paid Media High Content Distribution Organic media High Social Sharing

Set for future campaigns Popular channels are already in place They can launch new clips in same meme on the back of current momentum They have gathered a massive community to capitalize on

From ”Dance” to ”Sing Along” January 2009 300 people dancing in Liverpool Street Station April 2009 13,500 people singing along on Trafalgar Square

From ”Dance” to ”Sing Along”

Online Content Propagation

“ Always on demand” Distribution approach Content Channels “ Always on” Tools & Users

The opportunity Online Presence Time Online Presence From peak & valley campaigns to “Always On” distribution Time

The Online Propagation Model Channels & Properties Engagement Owned Media Paid Media Organic Media Online Presence Low High Branded Content Distribution Social Tools, Widgets, Video SEO Always on

Case: The transformation of a king Lack of successful advertising campaigns during the 80s and 90s led to ridicule. 80’s – 90’s 2003-04 Russ Klein appointed as CMO and Crispin as creative agency. An era of content starts..! 2008-10 25% increase in ad spend and doubling of digital spend as online and branded content becomes central for BK

Burger King’s online story Engagement Owned Media Online Presence Low High Subservient chicken Channels Xbox games 2007 Paid Media Whopper freakout 2008 The cavalcade Sponge Bob Always on The BK Lounge Organic Media Whopper sacrifice 2009

‘ Freak Out’

Owned Media High Engagement Properties/Sponsorships Evaluation Online Presence Content Distribution Paid Media High Organic media High Social Sharing

Strategic success across all 3 steps 'Burger King won the Grand Effie convincingly due to their boldness and creativity across multiple media platforms, delivering real cultural relevance and above all, outstanding business results. As a result of the campaigns Whopper sales have increased by double-digits. ' - Carl Johnson, Chairman of the Board of Directors of Effie Worldwide and Co-Founder of Anomaly.

Add a comment