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.

2. Promise
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3. Beyond the Promise
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4. 26/05 - Experience
27/05 - Media
28/05 - Conversations
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5. Why experience is so dear to us.
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6. Experience is the new
awareness.
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7. The orthodox version of awareness is
challenged by three evolutions.
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8. 1 - Touchpoints become untouchable.
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9. - From : selecting touchpoints for message-delivery
- To : creating experiences that impact touchpoints
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10. 2 - Advertising feels
increasingly boring compared
to other media content.
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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
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12. Traditional Broadcast Media are king at creating “live”
experiences.
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13. New technologies increase this “live experience”.
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14. The same technologies are at your brand’s
disposal to create your own live-experience.
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16. 3 - People are increasingly
interested in what’s beneath
the surface.
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18. 360° campaign
Media
Creative idea
Brand
Marketing context
Product
Business
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19. 360° campaign
Media
Creative idea Bravia
Brand
Marketing context
Product
Business
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21. 360° campaign
Media
Creative idea
Brand Adidas Originals
Marketing context
Product
Business
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23. 360° campaign
Media
Creative idea
Brand
Marketing context Apple
Product
Business
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25. 360° campaign
Media
Creative idea
Brand
Marketing context
Product Nike+
Business
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28. 360° campaign
Media
Creative idea
Brand
Marketing context
Product
Business Dell
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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.
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31. Three cases to illustrate the
use of “experience as the
new awareness”.
 VW Night Driving
 Simpsons The Movie - launch
 Nike Boot Camp
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32. 1 - VW Night Driving
 Extend the experience around the new VW Golf in a way that is :
aspirational, credible & accessible.
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33. Create an intriguing story
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34. Inspire people to participate in the experience. 5/26/09
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35. Inspire people to extend the experience via co-
creation.
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36. “Traditional” media : TV, DM, print & web were
re-engineered for : experience, participation &
shareability of the story.
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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
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38. 2- “Simpsons the Movie”-launch
 An experience which ran the extra mile for the movie launch by
being : unexpected, authentic & accessible.
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46. -Results :
an authentic & unexpected
PR experience that
stimulated conversations.
7000 uploaded pictures to
Flickr
380.000 search results in
Google
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47. 3 - NikeFootball Boot Camp
 A “cross platform digital training” -experience which reconfirmed
Nike leadership status by being :
useful, credible & accessible.
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48. http://awards.akqa.com/Awards2008/iab/Nike_Bootcamp/default.html
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49. Experience take-outs
 experience vs awareness
 accessible vs aspirational
 participants vs consumers
 doing vs messaging
 live vs pre-recorded
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