Wharton University Directing the Connected Human Experience

February 2016

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Team

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Team

Brenda Fernandez:brenda_fernandez@miami_adschool.net

786.339.0095

CW

Joel Rivera:joel_rivera@miami_adschool.net

787.702.8275

CW

Victor Quintana:victor_quintana@miami_adschool.net

786.302.9253

AD

Rajiv Somepalli:rajiv_somepalli@miami_adschool.net

605.660.0041

AD

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Debriefing

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Debriefing

Appeal to marketing/advertising industry

Raise awareness about mastering the Forces of Change

Educate brands, people, and society of the Value Creation Model

Connect audiences via touch points

Implement deliverables to update and refresh knowledge

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Strategic insights

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Strategic insights

Interactivity leads to a high performing community between people, brands and the world they live in

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Strategic insights - KPI’s

Estimated Daily Traffic in Time Square: 330,000

The Wharton School Facebook: 790,285

Wharton Instagram: 10,000

UPenn Student Body: 24,630

Wharton Twitter: 184,000

Estimated KPI: 1,338,915 reach

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The BIG idea

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The BIG idea - Rationale

Advertising in 2020 will not be “buy me” it will be “join me”

We will no longer be persuaders

We will be listeners, informers, entertainers, nurturers and builders of brand citizenship

Creating a brand that is “buoyant” for the future

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The BIG idea - Creative platform

“Directing the Connected Human Experience”

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Creative output

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Creative outputAugmented reality poster

Ad space posters

Interactive app

Application video

Whiteboard magnets

Facebook post

Twitter based book launch campaign

Instagram post

Infographic video

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An easy way to interact with the brand

-Augmented Reality

-Downloadable code for the App

-Instructions for possible book discount

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The App turns the Road Map into an On-The-Go reference for any professional.

-Updates with new information

-Sends you news articles on whats going

on in the Advertising world

-Camera that senses the augmented

reality code on the posters

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App Video

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Facebook Campaign

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TwitterCampaign

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Instagram Campaign

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Infographic Video

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Reflection

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The book “beyond Advertising: Creating Value Through All Customer Touchpoints” is an essential tool in the marketing/advertising industry including those that need to be advertised.

There has to be a major transformation and this set of concepts will guide you towards the future.

Implementing the App will: Serve as a guide to understand the Forces of Change, build a network of likeminded people, and keep them on the path of creating a brand with purpose.

What we learned from this case so far...

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Recommendations

The need for action is there, but if the model of all Touchpoints is about connecting them, the book won’t reach the target by staying behind the title. Wharton University shouldn’t be thought of as just a library because even knowledge without a recipient is just interesting words.

The best way to harness the forces of change is throughout our combination of deliverables because they take risks, support the shift in gears the book proposes and keeps the reader connected with new ways of putting this mindset in action.

identity driven brand building®

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