O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
APPROACHINGTHE BIG IDEA
IN TODAY’SDIGITAL WORLD?
IN TODAY’S DIGITALWORLD?
FUEL IT DEFINE IT AWESIFY ITCOLLABORATE
THE FRAMEWORK                      The Context Fueling              The People                      The Insight           ...
THE PEOPLE              ClientsFueling       Account              StrategyDefining              CreativeAwesifying   Produ...
THE FRAMEWORK                The ContextFueling         The People                The Insight
YESTERDAY        FUELING THE BIG IDEA    What’s the problem to be solved?    Who are we targeting?    What is the message ...
HOW THINGS HAVE CHANGED: TODAYThe rapid pace of new & emerging technology• 2006 Facebook opens platform to everyone, launc...
HOW THINGS HAVE CHANGED: TODAYThe rise of new technologies changes behaviors• By 2015, Mobile internet usage expected to o...
HOW HAS CULTURE CHANGED: TODAY?•   More participatory•   More social & communal•   More fragmented•   More transparent•   ...
HOW DOES THAT    CHANGETHE CREATIVE BRIEF?
IT’S NOT SIMPLY ABOUT THE CREATIVE BRIEF• Its about having a better map of the today’s worldPre-Digital                   ...
TODAY?          THE CREATIVE BRIEF    What’s the real problem to be solved?    Amongst whom?    How do we approach solving...
THE FRAMEWORK                The MessageDefining         The Platform                The Executions
YESTERDAY          DEFINE THE BIG IDEA    What best illustrates the brand’s driving proposition?    What do people really ...
HOW THINGS HAVE CHANGED: TODAYIdeas can define “platforms” not just campaigns• A platform is not a TV campaign with matchi...
HOW THINGS HAVE CHANGED: TODAYNew technologies & behaviors define brilliant tactics• T-Mobile Flashmob in Liverpool Statio...
HOW HAS THE BIG IDEA CHANGED: TODAY?•   More participatory•   More social & communal•   More fragmented•   More transparen...
IT’S NOT SIMPLY ABOUT THE BIG IDEA• Its about asking better questions to understand todayPre-Digital                      ...
TODAY                    THE BIG IDEA    What is the executional core of the idea?    Where does the idea best manifest it...
THE FRAMEWORK                The Engagement StrategyAwesoming                    The Ecosystem
AWESIFY THE BIG IDEADefine the ecosystem, the behaviors, & the media canvas:•   Where are people interacting?•   What are ...
HOW THINGS HAVE CHANGED: TODAYThe rise of new technology fuels new media channels• Can’t just build to channels by how the...
HOW HAS CULTURE CHANGED: TODAY?•   More participatory•   More social & communal•   More fragmented•   More transparent•   ...
IT’S NOT SIMPLY ABOUT MAKING IT AWESOME• Its about understanding the cultural behaviors of  ecosystemsPre-Digital         ...
SO HOW DO WE AWESIFYTHE BIG IDEA?
BE SOCIAL BY DESIGN  RECRUIT         ENGAGE              SUSTAIN   Earned Media    The Idea       Keep people coming back ...
R.I.S.E THE BIG IDEARecruit:• Activate the right audience to generate as much awareness  and attention to your ecosystem a...
RISE APPLIED: CANON PROJECT IMAGIN8ION
RISE APPLIED: CANON PROJECT IMAGIN8ION
RISE APPLIED: K-SWISS TUBES
RISE APPLIED: K-SWISS TUBES
RISE APPLIED: K-SWISS TUBES
RISE APPLIED: AT&T BLINK 182
RISE APPLIED: AT&T BLINK 182      RECRUIT                          EDUTAIN                             SUSTAIN            ...
RISE APPLIED: L’OREAL DESTINATION BEAUTY
RISE APPLIED: L’OREAL DESTINATION BEAUTY
RISE APPLIED: BEST BUY TWELP FORCE
RISE APPLIED: BEST BUY TWELP FORCE
Próximos SlideShares
Carregando em…5
×

Bbdo big idea_today

  • Seja o primeiro a comentar

Bbdo big idea_today

  1. 1. APPROACHINGTHE BIG IDEA
  2. 2. IN TODAY’SDIGITAL WORLD?
  3. 3. IN TODAY’S DIGITALWORLD?
  4. 4. FUEL IT DEFINE IT AWESIFY ITCOLLABORATE
  5. 5. THE FRAMEWORK The Context Fueling The People The Insight The MessageDefining The Platform The Execution The Engagement StrategyAwesifying The Ecosystem
  6. 6. THE PEOPLE ClientsFueling Account StrategyDefining CreativeAwesifying Production Media
  7. 7. THE FRAMEWORK The ContextFueling The People The Insight
  8. 8. YESTERDAY FUELING THE BIG IDEA What’s the problem to be solved? Who are we targeting? What is the message we say at them? Reasons to believe Tone Other mandatory information
  9. 9. HOW THINGS HAVE CHANGED: TODAYThe rapid pace of new & emerging technology• 2006 Facebook opens platform to everyone, launching the era of social networking• 2007 the first iPhone is sold changing idea of “mobile” as a truly engaging user experience• 2007 Twitter changes the way in which people consume and report on news: 140 characters or less• 2008 Hulu launches & Netflix offers streaming video making high quality video via the internet on demand, mainstream• 2009 Foursquare users the era of local-social-mobile networking• 2010 Apple launches iAds making rich mobile marketing experiences mainstream• 2011 Spotify hits the US enabling social-shared streaming music• 2012 Facebook buys Instagram & adds Android app launching the era of the mobile photographer
  10. 10. HOW THINGS HAVE CHANGED: TODAYThe rise of new technologies changes behaviors• By 2015, Mobile internet usage expected to outpace Desktop internet usage• Device interfaces have gone from text to touch• Device usage has gone from content creation to content consumption• Social networking time spent has outpaced email• Connected devices empower connected consumers
  11. 11. HOW HAS CULTURE CHANGED: TODAY?• More participatory• More social & communal• More fragmented• More transparent• Always on• Location increasingly important
  12. 12. HOW DOES THAT CHANGETHE CREATIVE BRIEF?
  13. 13. IT’S NOT SIMPLY ABOUT THE CREATIVE BRIEF• Its about having a better map of the today’s worldPre-Digital Post-DigitalInterruption ParticipationSaying things at people Doing things for peopleImage Manipulation Value creationOwned SharedPerception Behavior
  14. 14. TODAY? THE CREATIVE BRIEF What’s the real problem to be solved? Amongst whom? How do we approach solving this? Why do they care? How do they participate? What keeps the conversation going?
  15. 15. THE FRAMEWORK The MessageDefining The Platform The Executions
  16. 16. YESTERDAY DEFINE THE BIG IDEA What best illustrates the brand’s driving proposition? What do people really want that the brand can really do? What is the unifying thread throughout the campaign? Does the idea entertain, evoke emotion, or provide utility?
  17. 17. HOW THINGS HAVE CHANGED: TODAYIdeas can define “platforms” not just campaigns• A platform is not a TV campaign with matching luggage but rather a long term commitment that lives on – Nike+/Fuel – Chipotle “Cultivate” – Pepsi Refresh – Old Spice The Man Your Man Could Be – Kickstarter• A good platform must be: – Generous – Multifaceted – Responsive – Propagated
  18. 18. HOW THINGS HAVE CHANGED: TODAYNew technologies & behaviors define brilliant tactics• T-Mobile Flashmob in Liverpool Station• Amex Sync• Intel’s Museum of Me• Gillette’s London 2012 Boston Harbor Hologram• Skittles Touch the Rainbow• Coca-Cola Project Rebrief• Google YouTube Symphony
  19. 19. HOW HAS THE BIG IDEA CHANGED: TODAY?• More participatory• More social & communal• More fragmented• More transparent• Always on• Location increasingly important
  20. 20. IT’S NOT SIMPLY ABOUT THE BIG IDEA• Its about asking better questions to understand todayPre-Digital Post-DigitalWhat can we say? What can we do?How can we interrupt? How can we retain?What spaces do we fill? What spaces can we create?What’s our proposition? What’s our mission?Where is the TV script? Where does the idea fit best?How does the idea look? How does the idea behave?
  21. 21. TODAY THE BIG IDEA What is the executional core of the idea? Where does the idea best manifest itself? Does the idea connect on a culturally relevant human level? Does it start conversations and stories on behalf of a brand?
  22. 22. THE FRAMEWORK The Engagement StrategyAwesoming The Ecosystem
  23. 23. AWESIFY THE BIG IDEADefine the ecosystem, the behaviors, & the media canvas:• Where are people interacting?• What are the cultures of these channels?• How should the idea behave in each space?Build the ecosystem, the engagement strategy, the channels• How do we disrupt yet honor the ecosystem?• How do we uniquely interact at the right engagement level?
  24. 24. HOW THINGS HAVE CHANGED: TODAYThe rise of new technology fuels new media channels• Can’t just build to channels by how they work: – TV: Broadcasters transmitting video to individual receivers in peoples homes through channels featuring tailored content to people’s interests that advertisers can buy space on – Twitter: A microblogging platform where people have handles to contribute & consume information in the form of tweets from any digital device• Must understand the cultures & the behaviors of each channel ecosystem – Amex Sync - Foursquare, Twitter, Facebook – Old Spice The Man Your Man Could Be – YouTube – Nike+/Fuel - Mobile
  25. 25. HOW HAS CULTURE CHANGED: TODAY?• More participatory• More social & communal• More fragmented• More transparent• Always on• Location increasingly important
  26. 26. IT’S NOT SIMPLY ABOUT MAKING IT AWESOME• Its about understanding the cultural behaviors of ecosystemsPre-Digital Post-DigitalBroadcast Social TVRadio Social MusicWOM Social ConversationsBrand Image Social PersonaFriends Social NetworksPrint InteractiveEvents ExperientialMobile Phones Smartphones
  27. 27. SO HOW DO WE AWESIFYTHE BIG IDEA?
  28. 28. BE SOCIAL BY DESIGN RECRUIT ENGAGE SUSTAIN Earned Media The Idea Keep people coming back Paid Media Community Management Content/Incentives/Rewards INSPIRE Share Participate Excite
  29. 29. R.I.S.E THE BIG IDEARecruit:• Activate the right audience to generate as much awareness and attention to your ecosystem as possible.Engage:• Create the most exciting, participatory, and buzz-worthy activation platform that lives across channels.Sustain:• Identify incentives that motivate consumers to return & engage repeatedly.Inspire:• Build so much excitement that consumers must share with their own ecosystems.
  30. 30. RISE APPLIED: CANON PROJECT IMAGIN8ION
  31. 31. RISE APPLIED: CANON PROJECT IMAGIN8ION
  32. 32. RISE APPLIED: K-SWISS TUBES
  33. 33. RISE APPLIED: K-SWISS TUBES
  34. 34. RISE APPLIED: K-SWISS TUBES
  35. 35. RISE APPLIED: AT&T BLINK 182
  36. 36. RISE APPLIED: AT&T BLINK 182 RECRUIT EDUTAIN SUSTAIN Created a montage of fan- Marketing Activation, Partner with Blink 182 to promote the launch of new created videos set to blink- Onsite, Social Media, Brand devices by showing how they 182’s newest single & award Ambassador/Blogger can help Youth get closer to the ceremony video for best music and artists they love. content OutreachPaid Media INSPIRE AT&T gave an aspiring filmmaker/blink-182 fan the opportunity to go on tour with the band and to document life on the road 36
  37. 37. RISE APPLIED: L’OREAL DESTINATION BEAUTY
  38. 38. RISE APPLIED: L’OREAL DESTINATION BEAUTY
  39. 39. RISE APPLIED: BEST BUY TWELP FORCE
  40. 40. RISE APPLIED: BEST BUY TWELP FORCE

    Seja o primeiro a comentar

    Entre para ver os comentários

  • DavidTranRMIT

    Mar. 20, 2018
  • priyakrish

    Apr. 3, 2018
  • wongzie

    May. 5, 2018
  • surhudd

    Jun. 12, 2018
  • kmelaouah

    Jun. 21, 2018
  • fabianbarahona09

    Sep. 8, 2018
  • BrianKim24

    Nov. 19, 2018
  • jamesherrera

    Jan. 17, 2019
  • heymark

    Mar. 14, 2019
  • leonidas96

    Jul. 20, 2019
  • AsreenaRamdan

    Jul. 22, 2019
  • jenniferconstancesmith

    Nov. 12, 2019
  • maribasson

    Dec. 9, 2019
  • michelle2008

    Feb. 27, 2020
  • FernandoCarranc1

    Apr. 22, 2020
  • ANNELABORDE

    May. 1, 2020
  • marionesfestival

    Jul. 20, 2020
  • ummed

    Aug. 18, 2020
  • GiangNguyn418

    Nov. 30, 2020
  • CosimoLu

    May. 18, 2021

Vistos

Vistos totais

11.941

No Slideshare

0

De incorporações

0

Número de incorporações

978

Ações

Baixados

0

Compartilhados

0

Comentários

0

Curtir

119

×