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DM update seminar dm institute 9 maart 2012 met Pätrick Collister
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INSPIRED
in GENT
Who is this person?
Who is this person?
Top Direct campaigns of 2011
1. American Rom – McCann Erickson Bucharest
2. The Journal – DraftFCB New Zealand
3. Yellow Chocolate – Colenso BBDO Auckland
4. Real Stories of The Pacific – Colenso BBDO
5. Musical Fitting Rooms – DDB Singapore
6. 4th Amendment Wear
7. NAB Break Up – Clemenger BBDO Melbourne
8. My Car Is Your Car – Whybin TBWA Tequila Sydney
9. Watson (IBM) – Ogilvy New York
10. Quique The Head – Shackleton Madrid
10 years ago, this won the Grand Prix
1. American Rom – McCann Bucharest
1. American Rom – McCann Bucharest
2. The Journal – DraftFCB Auckland
3. Yellow Chocolate – Colenso BBDO Auckland
• Yellow Pages asked Josh to
make a chocolate that tasted
yellow. He could only use
Yellow Pages in finding the
people and the materials to help
him in his quest.
• Outdoor drove visitors to the
website where they could see
how Josh was doing.
• It launched at $2 a bar. Was
soon on eBay at $20 and sold
out in two weeks.
Yellow Chocolate
4. Real Stories – Colenso BBDO
Auckland
5. Musical Fitting Rooms – DDB
Singapore
6. 4th Amendment Wear – 4th Amendment
Wear
7. NAB Break Up – Clemenger BBDO
Melbourne
It’s not repetition. It’s amplification
8. My Car’s Your Car – Whybin\TBWA
Sydney
9. Watson – Ogilvy New York
10. Quique – Shackleton Madrid
8 themes
1. Indirect
Direct Agency of the Year 2011
Spread the Ted
Bar Aurora
Budweiser
Coca-Cola
Ogilvy Brazil – Santa’s Forgotten Letters
Ogilvy Brazil – Santa’s Forgotten Letters
C’mon, guys!
LLR - Sprinter
Won nothing
2. New
Direct direct – the year of the mobile
Sales!!!
The world’s first GPS delivery service. Download the app and Domino’s will deliver to wherever you are. Results A new market was created Worth $4m in sales The No.1 download from the App Store Buzz
The rise and rise of mobile
A $ trillion market
Some implications for web design
Mobile captures data
New ways to do print
New ways to invigorate Direct
Forsman & Bodenfors – Bio Sommar
12 haircuts: 10 million views
The iPad – didn’t exist 18 months ago
VIV Editorial
Amex Sweden
Amnesty iPad
Early adoption
Big changes are coming
The rise of the creek
Rosetta
180 L.A. - Mitsubishi
Innovation in DM
Innovation in DM
Innovation in Mail
Social
Facebook – 1%
Flip your profile
When a brand becomes a real friend
Guinness Malaysia
Guinness Malaysia
San Marcos, Warsaw
The FFA
Uzbekistan Team Practice
The value of a ‘like’
Idea: Fans who registered on the Facebook page were given a flame. Whoever’s flame was the one that burned through the rope of the MINI Countryman really tethered to a slope at the Brussels Motor Show won the car. People who didn’t want to wait could challenge someone ahead of them in the line with a MINI-related trivia question. If they won the challenge, they immediately took the place of the losers. However, to launch a challenge you needed viral points, one point rewarded for every Facebook friend you had who also participated in the game. If you were challenged and you didn't know the answer to the trivia question, no worries, you offset the question by burning two viral points. When you ran out of points you could acquire more by spreading the campaign link to more people on Facebook.
Staying within Facebook
Mountain Men
Letterbombing
Online and Offline together
Wheat Thins Doubters
Wheat Thins Tweeters
Narrative
Kazemill
New uses for Twitter
4. Product
When people pay for your advertising
Ogilvy Argentina
Dortmund Concert Hall
Clemenger BBO – Support Scent
Four n’ Twenty Pies
Magic Salad Plate
Counterfeit MINI
BK Flame
5. Integration
Integrate in people’s lives
Integrate in people’s lives
Go where they go
One carriage of the subway train that used the Yellow Line was painted Gandhi yellow.
There are 13 stations on Mexico City’s Yellow Line.
Be a part of their lives
.
If you didn’t travel the entire line, you could get the story in a handout. The end.
Understand
.
.
Real people
Event. Internet. Advertising.
Integrate in people’s lives
Ideas people want to be part of
Ideas people want to pass on
Personalisation creates WOM
6. Response
From 360 to 365
Have a nice weekend
Responding to Demi Moore
Responding to a mistake
Honda
Akestam Holst – Santa Pause
Zappos
Chat is good business
10.0M total purchasing customers 3.5M have purchased in the last 12 months On any given day, 75% of purchases are from returning customers Repeat customers spend on average $143.22 against $111.98 for first time customers.
Find an audience
Finding audiences
Responding to criticism
7. Empowerment
Wael Ghonim
We are all Khaled Said
We are all Khaled Said
Syrine Cherif
Pepsi
The Times of India
2011
Doing good is good business
Recovery through sustainability
People are looking for something to
believe in
Brands are religion
Here’s a hymn
8. Data
Creativity used to transform business
Creativity used to transform business
Now data does
How Tesco became a Bank
Proximity Colombia - Pintuco
How to find painters
68,000 called
Jose Beltran was chosen
Date allows creative to have a greater
effect
Inspired
I Innovation
N News
S Social
P Product
I Integration
R response
E Empowerment
D Data
Thanks