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Connecting the dots
Sunyoung Lee I CEO I Isobar Korea
© Isobar. Confidential & Proprietary
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Our Group
START FROM A BRINGING PEOPLE & REDEFINING MEDIA DIGITAL PIONEERING OUT OF
DIFFERENT PLACE BRANDS TOGETHER PERFORMANCE HOME
LIKE NEVER BEFORE ON A GLOBAL SCALE
Global communication Creative & content Global communication Performance Global outdoor
planning & media buying planning & media marketing specialist
buying
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Our Isobar
global
network
Singapore
Jakarta
Melbourne
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What we are
a modern communications agency
of 3,000 in 46 offices across 31
markets
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Connecting the people and brands
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Connecting me
Talking
Engaging
Listening
Energizing
Supporting
Embracing
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Connecting me
Stories
Talking
Engaging
Data Listening Social &
mobile
Energizing
Supporting
Embracing
New Media
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Extend, enrich & create brand stories with
consumer engagement and make it
shareable, searchable & measurable.
…. I know the rule, but how to make it ?
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Connecting me
Rule of digital in web 4.0 :
Creativity is still important in MKT communication
Consumer becomes the center of creativity
The creativity becomes real with digital, driven by the
technology
1. Before people try to understand the digital, but in web 4.0, the digital
understands the people
2. The convergence driven by technology comes up with the seamless touch
point. ( covering 24 hours )
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The rule of the game
Everybody wants to be happy
in the life. Digital can be
happy virus in sharing
OR
Just fun.
Digital is making real
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Digital can be happy virus in sharing
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Just fun. Digital is making real
Feel the refreshment !!
Sharing and
expansion
Sharing and
expansion
Dance game with 2 Draw keen
PM attention and
conversion
Coke Dance digital
Dance game with 2 vending machine Draw keen
PM attention and
conversion
Coke Dance digital
vending machine
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Connecting in
social
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A huge growth in the adoption of
Facebook with 67.38% increase in
monthly active users in Korea

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ISOBAR Philosophy Social Man
Why and What
Key Opinion Leader Strategy and
Propagate activation
Through
B.O.E Media
New way of creating
“branded” content that is
Shareable, Searchable, Measurable
Results
Social
and
Brand Equity
Evaluation
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Motivation-based Framework for Share-worthy Content
• Find the motivation that’s most relevant to your message/objective
• Develop the main content & its interaction based on this motivation
Human motivations for Sharing Content *
Type of •Fun Stuff •Knowledge •“I + Verb” •Greet •Pledge
Contents / •Play •Goodies •Personalization •Poke •Support
Interaction •@ •Advocate
•They are not mutually exclusive
•Can be all 6 of them, but there’s always a leading motivation for our idea.
*Remark: Based on a Study by New York Times Costumer Insight Group
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Motivation Index Motivations for sharing – China M15-19
Entertainment Utility Self-definition Relationships Altruism
SOURCE : Aegis China CCS Study, 2012, Attitudinal Statements
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Drivers to making content share-worthy
Successful SNS
in brand
communication
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47% of Users has experienced m-commerce Vs. 16.9% in the same period last year.
(Social commerce real-time coupon service)
M-Commerce offers Location Based Serives(LBS) and It
possible to fine real-time coupons surrounding areas.

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Case studies ; SNS with consumer stories
City café
“ The entire city is my coffee shop”
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Connecting in
screens
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isobar nowlab – Consortium for Digital Innovation
NFC tech with
Media - Facade Interactive Wall Mobile Tech Social & e- commerce
Digital Tech Trend Human Interactive
Cross Media Market
Research Research
Research
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isobar nowlab - We create digital market solution ideas that
combine...
TECHNOLOGY
Case
CREATIVE
Simulation
Research
Digital
on-off
Market
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isobar nowlab - We can help join the dots across convergence
media...
DIGITAL
NEW DIGITAL NEAR FIELD
OUT OF N-Screen
TECHNOLOGIES COMMUNICATION
HOME (Mobile)
(NFC)
( 신기술 적용 ) (DID)
ONLINE
ADVERTISING WEBSITES VIRAL
VARIOUS MOBILE SITES USER GENERATED
SEM
DIGITAL MOBILE APPS CONTENT
SEO
FACEBOOK, BLOG POSTS &
SOCIAL APPS
YOUUTUBE , COMMENTS
SOCIAL BRAND PAGES
SOCIAL ADS FAN PAGES
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isobar nowlab - Digital Space Architecture Methodology
소비자의 행동 인지
A B 소비자 행동 , 동선에 적합한
관찰 , 인터뷰
“nowlab Digital Space 인터렉션 프로토 타입
Architecture Methodology “
디지털 환경 테스트
D C 디지털 인터페이스
및 구현 아키텍쳐 설계
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isobar nowlab Experience Overview
Display Connection Interaction
Touch
Wireless Network
LCD TV
Input Motion (Gesture)
Beam Projector
Kinect motion sensor
Magic Mirror Digital Camera
Output Contact
Touch Table
Printer
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isobar nowlab Case Study - Seamless Retail Experience (Special K &
SK-II)
Kellogg SK-II
미디어 파사드
투명 디스플레이
증강현실 터치 테이블
NFC
Kellogg SK-II
PLAY PLAY
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nowlab Case Study - Get Your Energy Back… (isobar UK)
Client: Toyota
Campaign: Get Your Energy Back
Brief Solution Results
The Auris Hybrid was the most important launch for We wanted a campaign which was as innovative There are now over 130,000 views of the main film on
Toyota in 2010. The car combines hybrid technology, as the car itself. To ensure the content was YouTube.(2011,12 : 275,000 views) The asset has been
with the good looks and practicality of a compact talked about and shared via social media, we amplified within owned communications and driven a
hatchback. needed an irresistible idea which would appeal further 94,000 views across the Toyota.co.uk and eCRM
to a tech savvy audience broadcast to prospective Auris buyers.
Our objective was to create a buzz about the launch and
in doing so, communicate a unique quality about the We decided to create a live event in London Over 100 articles have been published across print,
Auris – that it recycles energy while it drives. employing an innovative 3D projection mapping online titles and blogs. PR value is currently estimated at
technique to dramatise the hybrid technology 6 million impacts with a value of £491,000. Bought
The target audience was male and female drivers aged inside the car. We parked the Auris in a busy media has provided a further 132,000 views and a 15%
30-50 years who lead busy lives and demand a lot from urban location at night. To passers by, the car click to play rate.
their cars. For them, image is just as important as appeared to magically transform, its metal shell
economy. They like the idea of lower fuel bills and are peeling back to reveal its inner hybrid energy, In total, there have been over 350,000 known views.
impressed by useful, clever technology, but they’re not symbolized with glowing blue light. When combined with the ‘Making Of’ film, user-
sure about hybrid cars. We wanted to get them intrigued generated content and the views we have had on blogs
and excited about what hybrid technology could do. Video content from the night was then seeded and news sites that have embedded their own video file
onto a targeted websites and featured on rather than the YouTube edit, this total figure is likely to
Toyota’s website, YouTube channel and be over the 500,000 mark.
Facebook page. Photos, videos and tweets from
the night were aggregated on a hub site:
http://www.getyourenergyback.co.uk. A cinema
advertisement has also been produced from the
content and will air in cinemas nationwide
during January / February 2011.
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Innovative stories
Media wall
Augmented reality
CRM
3D projection
Cross platform
Digital signage
New media convergence
Smart Grid
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Connecting with
DATA
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CR
CR
MM
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Integration data with retargeting
 Using insightful data, integrated and holistic planning through implementation
available for retargeting
OBJECTIVES
PORTRAIT
FOOTPRINT
JOURNEY
STRATEGY
PLAN
ACTIVATION
RESULTS

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Closed loop marketing
 Seamless tracking and data management enables closed loop marketing with no licking
consumer insight
Quality content with ground
breaking training system
Integrated with mobile app.
Amplifying through communities
Capture the data for closing the loop

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Closed loop marketing
Off line (product )
PC (website) • Speed cell
• Download the mi coach application
Mobile/ Digital Kiosk
Synchronize
Community the consumer data in the
products with mi coach
application • Mobile contents for education
• Mobile application with features to
support the training
• Community in local market for sharing •Personalized and sports-specific training
program
plans, workout calendar, and workout
feedback

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Measurement & Optimisation(Connecting the Data)
Personal data tracking is rapidly increasing across multiple devices. Ongoing, rapid access
to in-market response analytics & listening platforms allows for intelligently optimizing the
seamless brand experience for the personalized“digital persona”.
Pewr
Personalized
Digital Data
Persona

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Isobar
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Our Group
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What We Do
We bring people & brands
together like never before…
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Thank you!
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