Презентация Андреаса Миленхаузена (Creative Lead, Google Moscow) на конференции All Digital Marketing

1. Google Confidential and Proprietary
Google Confidential and Proprietary
Brief, Creativity & Technology

2. Google Confidential and Proprietary
Brief?

3. Google Confidential and Proprietary
“I saw this thing on the internet last week which was
really cool. Can we do something similar?”

4. Google Confidential and Proprietary
“I saw this thing on the internet last week which was
really cool. Can we do something similar?”
“Let’s do a viral video!”

5. Google Confidential and Proprietary
“I saw this thing on the internet last week which was
really cool. Can we do something similar?”
“Let’s do a viral video!”
“That’s too risky for us. Maybe we can use it for
YouTube...”

6. Google Confidential and Proprietary
“I saw this thing on the internet last week which was
really cool. Can we do something similar?”
“Let’s do a viral video!”
“That’s too risky for us. Maybe we can use it for
YouTube...”
“We need a 360 campaign.”

7. Google Confidential and Proprietary
“Dullness won’t sell your product,
but neither will irrelevant brilliance.”
Bill Bernbach .

8. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?

9. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?

10. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?

11. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?

12. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show

13. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen

14. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen Interact

15. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen Interact Engage

16. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
What kind of interaction do you expect?
Tell/Show Listen Interact ShareEngage

17. Google Confidential and Proprietary
Brief: Where it all starts.
What is the message you want to communicate?
Who is your target audience?
What is their online life like?
How can you make them FEEL your message?
What kind of interaction do you expect?
Tell/Show Listen Interact ShareEngage

18. Google Confidential and Proprietary
“Tell me and I will forget.
Show me and I might remember.
Involve me and I will understand.”
Confucius .

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A couple of facts about YouTube
By 2016, 90% of all internet traffic will be video.
The 2nd biggest Search Engine in the world.
46% of people bought something offline that they
saw advertised on YouTube.

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Free Media

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Free Media
(It’s an online social platform)

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People “watch” what’s being shown.
People share what to see, create content,
interact, engage, like, comment.
vs

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People “watch” what’s being shown.
People share what to see, create content,
interact, engage, like, comment.
People flick through channels.
People search for specific content.
vs

26. Google Confidential and Proprietary
People “watch” what’s being shown.
People share what to see, create content,
interact, engage, like, comment.
People flick through channels.
People search for specific content.
One experience for all.
Unique experience for each user.
vs

27. Google Confidential and Proprietary
People “watch” what’s being shown.
People share what to see, create content,
interact, engage, like, comment.
People flick through channels.
People search for specific content.
One experience for all.
Unique experience for each user.
Requires users to act on what they saw.
Can be directly linked to action.
vs

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Every minute, 3 days of content are uploaded.

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Simpler than it looks
As with other online platforms, everything that looks
amazing often looks complicated, time consuming and
expensive.
Luckily, it's not always the case.

30. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Bringing TV content to YouTube

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NISSAN

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NISSAN

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NISSAN

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NISSAN

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YouTube as a Social Network

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PANTENE

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PANTENE

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Content people WANT to watch

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Red Bull Stratos - Live Broadcasting

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Will It Blend? - Responsive content

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Will It Blend? - Responsive content

42. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interactive videos

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MERCEDES #youdrive

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MERCEDES #youdrive

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The campaign had an extra
layer of interactivity and
social networking, which
helped them feel the
message: this is a Mercedes
you can drive.

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METROPOLITAN POLICE

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BIG PEOPLE ORG

48. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interactive Platform

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TIPPEX

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TIPPEX

51. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Think message, not format

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VOLKSWAGEN

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HOMECENTER SODIMAC

54. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Channel as Brand Site

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TOYOTA USA
Each carl has its content, but everything is in one place.

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TOYOTA USA
All the information is part of an interactive experience.

57. Google Confidential and Proprietary
TOYOTA USA

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Thank You