AN OLYMPIC JOURNEY FROM BRAND TO CONSUMER ACA DIGITAL CONFERENCE PRESENTATION 04/10/12

Transcription

1 > CONTENTS Year In Review 1 AN OLYMPIC JOURNEY FROM BRAND TO CONSUMER ACA DIGITAL CONFERENCE PRESENTATION 04/10/12

2 From Brand Benefits To Consumer Experience Digital Revolutionises Games Marketing Strategy: Journey From London 1948 to 2012

3 2 You May Not Notice From Press AdA Avalanche

4 3 48 Ads Also Product Benefit & Awareness Led

5 4 08 Ads Still Led By Brand/Benefit/Awareness McDonald s I m Loving It marketing slogan has the highest consumer awareness of any company ad message in the world and our Beijing 2008 sponsorship activation aims to ensure we have this level of awareness in China, across Asia and around the world. Mary Dillon McDonald s Global Marketing Chief

6 5 12 Focus Switches To Consumer Experience For Olympic sponsors there s a shift from awareness to engagement. Beijing s key partner strategy was led by here we are and here s what we do awareness. In London the approach was here s how we can add value to your lives and enhance your experience if you engage with us. It s a whole new consumer-centric strategy. Timo Lumme, TV & Marketing Director, IOC

7 6 Adidas Invites Consumers To Take The Stage Take The Stage is a showcase for consumer talent. We aim to provide consumers with once in a lifetime opportunities to change their lives. Our aim is not about inspirational brand ads, but about offering a real programme that provides a real platform for consumer talent. Nick Craggs, adidas, Marketing Director

8 7 Adidas Inspires Consumers To Take The Stage

9 8 Adidas Enables Consumers To Take The Stage

10 9 Adidas Create Consumers-As-Stars Executions

11 10 Experiences Bring Brands Closer 2 Consumers

12 11 Experiences Bring Brands & Consumers Closer m YouTube Views & 15m Earned Media

13 12 Not All Brands Enhanced Olympic Experience

14 13 Surely Its NFLApproach Is Somewhat Better?

15 > Content t Acting like a content creator and/or a media business not like a brand > Live Rising importance of marketing in a real-time communications environment > Social Bridging the gap between hyper-personal trend and Olympic communal sharing ideal

16 Content t > Engage Via Content t Not Adverts Act like a content creator, a production house and a media business not like a brand

17 BBC Advertising > BBC Worldwide > Spikes 2012 > Long Deck 16 Media Offering Experience-Enhancing E i Content t Game Live Blog Expert Network 2 nd Screen Mapping Virtual Tour

18 17 Act Like A Media Company, Not Like A Brand! Olympic brand adopt a newsroom mentality. Plan with open-minded flexibility and preparedness. Look at what is happening live and consider how to create content that makes your brands/values more relevant in light of this live action. It s the right approach. Be ready when something happens and jump on it in as close to real time as possible. Marc Pritchard, Head Of Global Brand, P&G

19 18 Beijing To London Sees ASt Strategic t Revolution From brand creative to consumer experience ad exe- content cutions pieces

20 19 Coca-Cola s C Transmedia Move To The Beat

21 20 Content t Can Also Be Old School land Simple

22 21 The Royal Mail Understood d This Back In 1948

23 Live > Real-Time Marketing We operate in a live communications environment so activation needs to be real-time 27.3m

24 23 Cumulative Live Peak Breaks Viewer Records 34.6m 2.8ptb 28

25 24 A New 2012 Olympic Games Live Landscape 24.2m2 106m 12m 2.8ptb 28

26 25 BBC Delivered Live Wherever And Whenever

27 26 And Brands Are Responding In Real-Time Too These are the first real-time Olympics: every stumble, stride or dive is seen, recorded and commented on instantaneously. Everything is streamed live: we never miss a thing: we are always updated and in-the-know. So sponsors risk being seen as slow and off the pulse if they don t adapt and deliver work that responds to what s happening in real-time. David Graham, Head of Digital Strategy, Havas

28 27 MD McDonald s Campaign In Perpetual levolution lti

29 28 AT&T s My Journey Initiative Ran Almost Live

30 29 AT&T s My Journey Initiative Ran Almost Live

31 30 Adidas Don t Stop Me Now Team GB Viral 25m 2.5m

32 31 Adidas Don t Stop Me Now Team GB Viral

33 32 Blockbuster Olympic Virals Led By P&G / Nike 6.5m Best Job In World 5.2m Find Your Greatness

34 33 Adidas All In, All 2012 Almost Live Products

35 34 Adidas All In, All 2012 Almost Live Products

36 35 Adidas All In, All 2012 Almost Live Products Made Of Gold Jess Ennis Warrior David Rushida The Beast Johan Blake Thank You GamesMakers

37 36 Is The Pre-Recorded dadvertising i Era Ending? Brand/marketer benefits: > Live aligns content with consumer emotion > Ensures subject and audience relevancy > Delivery of right message at right time > Deliver er marketing in context t

38 Social > Connecting Personal & Communal Social links the hyper-personalisation trend with the Olympic communal sharing ideal

39 38 Hyper-Personal: Marketing & Media Holy Grail People want to be treated as individuals and are heading gfor platforms/companies p that understand this. It s the era of hyper-personal marketing. Prof Weigend, Stanford & Amazon Individualisation id i of what viewers see/hear is now reality. Perceptive media is using personal data preferences, control tools, social media and location data to create personal channels. Matthew Postgate, BBC R&D Chief

40 39 But McDonald s Say We All Make The Games

41 40 Socialympics i Bid Bridges Personal/Communal lgap 3m 500m 100m 900m

42 41 Samsung s Six Degrees Of Social Separation

43 42 Samsung s Six Degrees Of Social Separation

44 43 Customisable App Creates Personalised TVC

45 44 #HomeAdvantage s Social Support Symphony

46 45 Creating Shared Events From Personal Posts

47 46 Creating Shared Events From Personal Posts

48 Road To Rio > What Lies Ahead In 2016? What might drive 2016 Games marketer consumer experience-enhancing enhancing strategies?

49 48 Will 2016 Marketers Genuinely Prioritise iti CSR? In Rio, I predict CSR-focused strategies. Ecology and sustainability, as well as socioeconomic development are such huge issues in td today s developing BRIC markets kt like Brazil. A company s commitment to societal change and its ecological and economical footprint is set to be a key element of Rio 2016 activation. Timo Lumme, TV & Marketing Director, IOC

50 49 Birth Of 2012: BP Fuelling The Future?

51 50 Rio Consumers More In Touch hwithe Emotions? Rio will ape London s sports presentation flair. With in-venue TV/music & in-park bands & street performers, London enhanced the whole enjoyment, changed the climate & lit things up. Rio will build on and improve on this because they have a long cultural l history of communal street party and carnival celebration and they are more in touch with their emotions. Mark Adams, Director Of Communications, IOC

52 51 Were 2012 Entertainment t t Experiences Vanilla?

53 The Search For New Media Creative Brilliance The need to adapt fast to new platforms means fewer top quality executions? Discuss!

54 The Search For New Media Creative Brilliance The need to adapt fast to new platforms means fewer top quality executions? Discuss!

55 Thank You > Credits & Contacts t jeremy.edwards.co.uk / / /