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 challenge not the deliverables The focus should be on idea out not 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 connections not demographics Instead of defining a target market we can isolate a target network of self-selecting, like-minded, inter-connected people
Demonstrate purpose as 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 impressions you’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?