1

‘If it doesn’t spread - it’s

dead.’

Learning from Titanium 2009

Reaping the new creative dividend in the screenage

The rules are changing and our audiences are ahead of us

We are in the era of co-creation

People choose to participate with our ideas on their own terms - we must be prepared for them to be adapted, adopted and shared before they can be

fully realised

Define the challengenot the deliverables

The focus should be on idea outnot channel in

T - Mobile

Dance

Challenge:

Bring T-Mobile’s line to life – “Life is for sharing”

Target:

Generation Text

Insight:

People are uploading and sharing every detail of their lives

Idea:

Create events so mind-blowing and extraordinary that they’ll be forwarded to the world

T-Mobile - Dance

Narrative versus a media schedule

Media should ignite the conversation and be nimble enough to adapt as our story unfolds

Tourism Queensland

The Best Job in the World

Challenge:

Transform the Great Barrier Reef from a day-trip to a holiday destination

Target:

People who slave all year to pay for their vacation

Insight:

Everyone thinks there’s a dream job out there

Idea:

Recruit a caretaker for an island in paradise

Best Job in the World

Think connectionsnot demographics

Instead of defining a target market we can isolate a target network of self-selecting,

like-minded, inter-connected people

Demonstrate purposeas well as performance

Because consumers have higher expectations from their brand experiences, we can look beyond the category for

our insights

The Jewish Council for Education and Research

The Great Schlep

Challenge:

If Obama doesn’t win Florida he doesn’t win

Target:

The elderly Jews whose votes can tip the balance

Insight:

Their grandkids are already big Obama supporters

Idea:

Create a movement to get the grandkids to go to Florida and convince their grandparents to vote

Obama

The Great Schlep

ROI will be determined by how contagious an idea becomes

It’s no longer about numbers of impressionsyou’ve made, but the amount of fans

you’ve created

Burger King

Whopper Sacrifice

Challenge:

Get people to show how much they love the Whopper

Target:

Facebookers

Insight:

Everybody wants to be your online friend

Idea:

Create an app that allows you to delete your virtual friends in return for real whoppers

Whopper Sacrifice

New voices at the communications top table

• PR (idea activation not ‘crisis management’) • Digital producers (know what's possible)• Participation experts (media strategists)

Our job is to populate our audiences’ screens

With content that is so compelling they want to participate in it and share it

Questions worth asking

1. Is our brand’s purpose rooted in a higher order benefit?

2. If we think about our target as a network what do we discover?

3. What is our narrative and how do we ignite it?

4. What is stopping us that needs to change?