Presentation in Prague to launch the Isobar Network for Aegis Media.

1. Samuel Tait
NewBusinessDirector

4. Moving from a chain reaction…

5. EarneEarne
dd
MediaMedia
BoughBough
tt
MediaMedia
OwnOwn
MediaMedia
Time and Effect Exponentially
Increases

7. Every part of web is social and access is universal: brands live
and die by what consumers say about them

8. The brands whoseThe brands whose consumersconsumers tell thetell the
best stories will winbest stories will win

9. The Role of the Media
Create brand « ecosystems » that engage consumers and pull
them into an active relationship with the brand
100% of
contacts
bought
Bought & Owned
contacts are leveraged
into earned media

10. A few implications
The brand as a service
The brand as a utility
The brand as content
Your brand with a wider mission

11. Isobar inAction

12. DIESEL

13. DIESEL.COM BELONGED TO THE HEIDIES
Sixvideocameras, 24hoursaday, livefor 5
straight dayson diesel.com.
Thisisthestory of twogorgeouscrazy girls
whostolethenewDiesel Intimatecollection,
kidnappedaniceguy, lockedthemselves(and
him) in ahotel room. All for their 15MBof fame.

14. TheHeidieswasourideatolaunchDiesel’snew
intimatecollection toyoungpeoplearoundtheworld
Weunderstoodthat thereisagenerationtoday who
useonlineplatformsfor self-publicity stunts: acting
weirdontheinternet makesyoufamous!
What happenswhen abrandlikeDiesel (humorous,
original, provoking) parodiesthisbehaviour?

15. QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.

16. Brandedcontent24/7 with100%
userinteraction. Withgraphical
referencestoblogsandmyspacethe
Heidiesbeganthe2.0huntfor 15MB
of fame.
All picturesweretakenasit
happenedandthenuploadedto
theInternetwithoutany retouch.
Almostall picturesweresnapped
by theHeidiesandtheirhostage!
A live site
An unconventional approach to fashion

17. Theresponsewasbeyond
expectation. TheHeidiesreceived
e-mailsfromall overtheworld,
musicvideos, messagesandmore!
Canyoumeasurefameby thefriends
youhaveonplacessuchasmyspace?
TheHeidiesspentafewhourson
myspace, gettingtoknowsome
"celebrity friends”!
http://www.myspace.com/Heidie1And2
Response from fans
!Friends forever

18. Thisgraph(fromAlexa) showsclearly what happened
duringtheHeidiesshow...comparedwithotherbrands.
RESULTS
• Demandoutstrippedsupply asthe
product soldout
• Diesel.comusually attracts25,000
visitors, duringthe‘kidnap’ it peakedat
85,000
• Featuredintopten most viewedclipson
YouTubefromday twoof takeover
• Tensof thousandsof interactionsfrom
‘fans’
• CannesCyberGrandPrix(amongst
numerousotherawards!)
!All achieved on a media spend of zero

20. Challenge
Onceacrediblerunningbrand, Reebokwantedtoreinvigorateit’s
recognition amongrunnersby creatingamovement focusingon the
joy andfun of running.

21. Insight
Thesimplest sport intheworldhadbeencommunicatedasif it wasonly for the
eliteandasaresult hadbecomeinaccessibletomost.
Runninghadbecomeover-complicated.

22. Solution
RUNEASY -Runningat thespeedof chat
An initiativedesignedtoencouragefunandeasy participation inrunning.
Digital wastheleadmechanicwithsupport fromOOH, TV andcinema. At the
hubof theRunEasy movement iswww.goruneasy.com. Thesitefosters
community buildingthrough user-generatedcontent capabilitiesthat help
runnersconnect andsharetheir runningexperiences.
It leveragesexistingtoolsandbehaviorstocreatearunningexperiencewhere
visitorscaneasily mapout andsharefavouriterunningroutes, post snapshots
of sightstotakein whileonarun, uploadmusicplaylists, andjoindiscussion
groups.

25. www.goruneasy.com
co-developed by Isobar’s global network of leading digital marketing agencies

26. SEE: Share the sights of your run

27. QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.

28. Results
RunEasy wasextremely successful innot just promotingandenhancingthe
Reebokbrandimage, but alsoprovidingcustomerswithan onlinecommunity to
interact andsharewith othersaroundtheworld.
• Over 1.7 million visitorstothesite, fromover 200countries
• Over 19,000registeredusersregularly uploadingcontent
• Over 1000usersuploadedcontent tothesiteviaamobiledevice
• Over 11,000runscreated
• “Reebok running” hasseen a50% increasein search volume
• Canneslion winner(silver)
Reebok= MITX InteractiveMarketerof theYear

29. What you DO is more important
than what you say
+
Brand and Business
behaviour is becoming the
key determinant of Image

30. Thank you.