BTPsessions Experience Framework

•

18 likes•2,524 views

The document discusses how experience has become the new form of brand awareness. It notes that traditional touchpoints are less effective, advertising feels boring compared to other media, and people want to see beyond surface messages. The document presents three case studies of brands that created experiences for awareness - Volkswagen held a "Night Driving" event, The Simpsons Movie launched unexpectedly, and Nike created an online football training camp. It argues experiences should be authentic, accessible, and encourage participation in order to effectively build awareness in this new media landscape.

Business Career

26/05 - Experience
27/05 - Media
28/05 - Conversations

5/26/09
Slide 4

Why experience is so dear to us.

5/26/09
Slide 5

Experience is the new
awareness.

5/26/09
Slide 6

The orthodox version of awareness is
challenged by three evolutions.

5/26/09
Slide 7

1 - Touchpoints become untouchable.

5/26/09
Slide 8

- From : selecting touchpoints for message-delivery
- To : creating experiences that impact touchpoints

5/26/09
Slide 9

2 - Advertising feels
increasingly boring compared
to other media content.

5/26/09
Slide 10

 (Digital) media is best described as
pre- recorded, pre-packaged, and
downloaded. (...) They lack the
immediacy you receive by listening to
your radio, watching on- location
broadcast news, or even listening to
the buzz all around.
http://slant.razorﬁsh.com/1-09_slant/Pulse.pdf

5/26/09
Slide 11

Traditional Broadcast Media are king at creating “live”
experiences.

5/26/09
Slide 12

New technologies increase this “live experience”.

5/26/09
Slide 13

3 - People are increasingly
interested in what’s beneath
the surface.

5/26/09
Slide 16

Three cases to illustrate the
use of “experience as the
new awareness”.

 VW Night Driving
 Simpsons The Movie - launch
 Nike Boot Camp

5/26/09
Slide 31

1 - VW Night Driving

 Extend the experience around the new VW Golf in a way that is :

aspirational, credible & accessible.

5/26/09
Slide 32

Create an intriguing story
5/26/09
Slide 33

Inspire people to participate in the experience. 5/26/09
Slide 34

Inspire people to extend the experience via co-
creation.

5/26/09
Slide 35

“Traditional” media : TV, DM, print & web were
re-engineered for : experience, participation &
shareability of the story.

5/26/09
Slide 36

-Results :
- over 70.000 visitors to campaign site
+800 members in Night Driving ﬁlm group
# spoofs on YouTube
- Dylan Thomas e-book n°1 on i-Tunes

5/26/09
Slide 37

2- “Simpsons the Movie”-launch

 An experience which ran the extra mile for the movie launch by
being : unexpected, authentic & accessible.
5/26/09
Slide 38

-Results :

an authentic & unexpected
PR experience that
stimulated conversations.

7000 uploaded pictures to
Flickr

380.000 search results in
Google

5/26/09
Slide 46

3 - NikeFootball Boot Camp

 A “cross platform digital training” -experience which reconfirmed
Nike leadership status by being :

useful, credible & accessible.
5/26/09
Slide 47

http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html

5/26/09
Slide 48

Experience take-outs
 experience vs awareness
 accessible vs aspirational
 participants vs consumers
 doing vs messaging
 live vs pre-recorded

5/26/09
Slide 49

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BTPsessions Experience Framework

2. Promise 5/26/09 Slide 2

3. Beyond the Promise 5/26/09 Slide 3

4. 26/05 - Experience 27/05 - Media 28/05 - Conversations 5/26/09 Slide 4

5. Why experience is so dear to us. 5/26/09 Slide 5

6. Experience is the new awareness. 5/26/09 Slide 6

7. The orthodox version of awareness is challenged by three evolutions. 5/26/09 Slide 7

8. 1 - Touchpoints become untouchable. 5/26/09 Slide 8

9. - From : selecting touchpoints for message-delivery - To : creating experiences that impact touchpoints 5/26/09 Slide 9

10. 2 - Advertising feels increasingly boring compared to other media content. 5/26/09 Slide 10

11.  (Digital) media is best described as pre- recorded, pre-packaged, and downloaded. (...) They lack the immediacy you receive by listening to your radio, watching on- location broadcast news, or even listening to the buzz all around. http://slant.razorﬁsh.com/1-09_slant/Pulse.pdf 5/26/09 Slide 11

12. Traditional Broadcast Media are king at creating “live” experiences. 5/26/09 Slide 12

13. New technologies increase this “live experience”. 5/26/09 Slide 13

14. The same technologies are at your brand’s disposal to create your own live-experience. 5/26/09 Slide 14

15. 5/26/09 Slide 15

16. 3 - People are increasingly interested in what’s beneath the surface. 5/26/09 Slide 16

17. 5/26/09 Slide 17

18. 360° campaign Media Creative idea Brand Marketing context Product Business 5/26/09 Slide 18

19. 360° campaign Media Creative idea Bravia Brand Marketing context Product Business 5/26/09 Slide 19

20. 5/26/09 Slide 20

21. 360° campaign Media Creative idea Brand Adidas Originals Marketing context Product Business 5/26/09 Slide 21

22. 5/26/09 Slide 22

23. 360° campaign Media Creative idea Brand Marketing context Apple Product Business 5/26/09 Slide 23

24. 5/26/09 Slide 24

25. 360° campaign Media Creative idea Brand Marketing context Product Nike+ Business 5/26/09 Slide 25

26. 5/26/09 Slide 26

27. 5/26/09 Slide 27

28. 360° campaign Media Creative idea Brand Marketing context Product Business Dell 5/26/09 Slide 28

29. 5/26/09 Slide 29

30. Recap  “Experience is the new awareness”, because experience is the answer to the fact that :  Touchpoints become untouchable.  Brand campaigns feel increasingly boring vs broadcast media.  People are interested in what happens beneath the surface. 5/26/09 Slide 30

31. Three cases to illustrate the use of “experience as the new awareness”.  VW Night Driving  Simpsons The Movie - launch  Nike Boot Camp 5/26/09 Slide 31

32. 1 - VW Night Driving  Extend the experience around the new VW Golf in a way that is : aspirational, credible & accessible. 5/26/09 Slide 32

33. Create an intriguing story 5/26/09 Slide 33

34. Inspire people to participate in the experience. 5/26/09 Slide 34

35. Inspire people to extend the experience via co- creation. 5/26/09 Slide 35

36. “Traditional” media : TV, DM, print & web were re-engineered for : experience, participation & shareability of the story. 5/26/09 Slide 36

37. -Results : - over 70.000 visitors to campaign site +800 members in Night Driving ﬁlm group # spoofs on YouTube - Dylan Thomas e-book n°1 on i-Tunes 5/26/09 Slide 37

38. 2- “Simpsons the Movie”-launch  An experience which ran the extra mile for the movie launch by being : unexpected, authentic & accessible. 5/26/09 Slide 38

46. -Results : an authentic & unexpected PR experience that stimulated conversations. 7000 uploaded pictures to Flickr 380.000 search results in Google 5/26/09 Slide 46

47. 3 - NikeFootball Boot Camp  A “cross platform digital training” -experience which reconfirmed Nike leadership status by being : useful, credible & accessible. 5/26/09 Slide 47

48. http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html 5/26/09 Slide 48

49. Experience take-outs  experience vs awareness  accessible vs aspirational  participants vs consumers  doing vs messaging  live vs pre-recorded 5/26/09 Slide 49

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