Digital Striptease: Michael Leander keynote presentation at DIGIT13 in Karachi, Pakistan

Digital Striptease: Cannes ExposedMichael Leander – Michael@michaelleander.me

This slide deck is from a keynote presented by Michael Leander at the DIGIT 13 in Karachi,

Pakistan on 30 October 2013

Say hello on Twitter

See pictures from the conference here

Advertising is an environmental stripteasefor a world of abundance.

Marshall McLuhan

Many a small thing has been made large by the right kind of

advertising.Mark Twain

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

David Ogilvy

See this video here

German Coast Guard is an example of a highly efficienct TV Commercial turned viral.

Connect and share

• www.marketingtelly.com (all videos there)

• www.michaelleander.me

• Michael@michaelleander.me

• Facebook.com/michaelleandernielsen

How successful was this?See video here

Michael on Twitter: @michaelleander On Facebook: facebook.com/michaelleandernielsen

Now that you know that The Guardian was the

advertiser behind the film –shout out what you think of

this effort

How do you winat Cannes?

ParticipateCreate an amazing awards

presentationDon’t exaggerate

Participate in many awards categoriesUse terminology the judges

understandDeliver tangible proof

What sways judges?

Anything easy to understand and/or easy to like (emotional appeal)

Too much emphasis

• Big Idea

• Never done before

• WOW factor

• Merit of agency / brand

• Oddballs

Not enough emphasis

• Return on Marketing Investment

• Consumer insight

• Measurement and proof of the pudding

• Integration

• Good use of data

• Flawless execution

Campaigns exposedexplored

Put this on a blank sheet of paper

Your full nameYour company nameYour email address

Campaign 1ADAR

Same for campaign 2,3 etc.

Meet Good ‘ol AIDAA = Attention (Awareness)

I = Interest

D = Desire

A = Action

R = Recommendation / Share

Here is how you are going to judgeAward points from 1 to 10 for each

Attention = Did it catch your interest quicklyInterest = Did it spark an interest in the product

Desire = Did it make you want to own the product or learn more about the product

Action = Is there a clear CTA – Call to Action ?

Recommendation/Share = Did the campaign leave you wanting to share and/or recommend the message/product?

Example

Your full nameYour company nameYour email address

Campaign 1A - 7D - 4A - 8R - 2

Michael Leander with the book winner

Campaign 1: Uniqlo Lucky Counter

• Global retailer from Japan

• Twitter driven campaign

• Dynamic pricing linked to volume of Tweets

• Objectives

– Exposure

– Sales

Budweiser – warmer is cheaper

Now vote

Your full nameYour company nameYour email address

Campaign 1A -D -A -R -

Digital cannot fix all problems See video here

To connect on Linkedin use Michael@michaelleander.me

In digitally mature markets,

25% of all consumers prefer paper over digital

across all demographics.

Think about matching channel with stage in the buying process

Campaign 2: 0 Views

• Uruguay

• Amnesty Int.

• Campaign seekedto rise awareness about violence at child birth

• A problem area which no one knew existed

• Strong PR effect

0 Views Campaign explained – seevideo here

Tweet: Which recent Pakistani campaign impressed you most #digit13

Now vote

Your full nameYour company nameYour email address

Campaign 2A -D -A -R -

Campaign 3: Oreo

• Oreo

• USA / Global

• 100 days of trending stories

• Facebook, Pinterest, Twitter, microsite etc.

Oreo Daily Twist – see video here

Tweet: @michaelleander invent, integrate, interact is key #digit13

Experiences generates contentGood content gets exposure & eyeballs

No more 80%

The matter of words

@michaelleander paying for good copywriting is like good ________ #digit13

From building brands to taking stands

From earned media to earned business

People want to understand the “how” and the “what”

People want simple & Clear language

Connect and share

• @michaelleander (Tweet and say hello)

• www.michaelleander.me

• Michael@michaelleander.me (email & say Hi)

• www.Facebook.com/michaelleandernielsen

Digital Striptease: Cannes ExposedMichael Leander – Michael@michaelleander.me