Новая реальность (c) Andre Matarazzo. Digital marketing 2010

From Brazil

Thursday, November 11, 2010

How the world sees
Brazil
1500 consumers in 23 countries


01 76%
beaches


02 66%
exotic
atmosphere


03 61%
carnaval


04 59%
somewhere
unexplored


05 59%
music


06 51%
party
atmosphere


07 42%
sexy
brazilians


08 35%
football


How Brazil sees Brazil
644 consumers in 1 country


01 49%
corruption


02 31%
“jeitinho”
(figure it out)


03 31%
football


07 27%
good humor


05 26%
badly behaved


06 25%
social inequality


04 25%
carnaval


08 21%
economic
growth


The middle class
is emerging
US$ 700 - 2.683 / month


Over
20 million in
the last
2 years

What are they
looking for now?


status
being seen by others


status
being seen through social media


3%
having

97%
experiencing

sharing who
you are

sharing
what you do

sharing
what you
know

sharing who
you know

sharing
what you
like

sharing
where
you’ve been

People are spending much
more time interacting with
other people, and much less
time consuming content from
websites


brands must
help people
experience
things and tell
their own
stories

brand stories don’t create status

story
creates desire product
to have


people’s stories create status that
gotta have

spark
creates desire
to engage
story
creates
context for
product

product


unimed video


unimed twitter + analytics + % conversion


Some ideas that
spark stories


01
Try mixing digital with
the real world


Absolut Vodka
Glimmer


Instituto Mario Pena
Donate Words


Natura
Kayak Scented Banner


Swedish Post
Magic Christmas Card


02
Try facilitating people’s
sharing


Brazil’s elections
Donate your sharing


Coca-Cola
Coca-Cola Village


03
Try enhancing people’s
lives through new services


Nike
Nike Plus App


Buscofem
Girl’s tips


Unimed-Rio
Rio de Janeiro Circuit


Best Buy
Twelpforce


04
Try using existing
technologies and content


French Connection
Youtique


Embratur
Visit Brazil


Someone...
e-penis


Itaucard
The next benefit


05
Try allowing people to
change your ptoduct


Havaianas / Threadless
Design your flip-flops


Wallpapers
Design your cover


Vitamin Water
Design your flavor


06
Try low motivation for
high participation


Doritos
The world’s buggest bag


Someone...
Save the Galvão Birds


“Shut up, Galvão”


07
Try rethinking offline
medias


AXA Insurance
Interactive Magazine


Burger King
Wopper Face


How can you
start having
great ideas
that spark
stories?


01
Stop thinking in terms of
campaign cycles


campaign

interest
year

before

campaign interest
plataform / service

year

today social media base


Reallocating budget for
creating and supporting
continuous efforts.
You are building new
products!
Structure internally for
dealing with many
actions at any time.

02
Let the best idea come
from anywhere


digital radio

package ooh

cinema
TV pop

newspaper magazine

guerilla sponsorship


digital radio

package ooh

cinema CONSUMER pop
SERVICE

tv magazine

guerilla sponsorship


Pitch for the best ideas.
Review, determine best.
Players go back to their
focus and work
together.


03 ready to
Customers are
tell stories anywhere, so
be there!


04
Allow others to fail


Bowling


Pinball


Watch out for the
middle management =
risk averse!
Gets it right = pat on the
back
Gets ir wrong = fired

from to
disruptive productive


Спасибо

@gringo_nu

Новая реальность (c) Andre Matarazzo. Digital marketing 2010

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