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Samuel Tait
NewBusinessDirector
Moving from a chain reaction…
EarneEarne
dd
MediaMedia
BoughBough
tt
MediaMedia
OwnOwn
MediaMedia
Time and Effect Exponentially
Increases
Every part of web is social and access is universal: brands live
and die by what consumers say about them
The brands whoseThe brands whose consumersconsumers tell thetell the
best stories will winbest stories will win
The Role of the Media
Create brand « ecosystems » that engage consumers and pull
them into an active relationship with the...
A few implications
The brand as a service
The brand as a utility
The brand as content
Your brand with a wider mission
Isobar inAction
DIESEL
DIESEL.COM BELONGED TO THE HEIDIES
Sixvideocameras, 24hoursaday, livefor 5
straight dayson diesel.com.
Thisisthestory of t...
TheHeidieswasourideatolaunchDiesel’snew
intimatecollection toyoungpeoplearoundtheworld
Weunderstoodthat thereisageneration...
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Brandedcontent24/7 with100%
userinteraction. Withgraphical
referencestoblogsandmyspacethe
Heidiesbeganthe2.0huntfor 15MB
o...
Theresponsewasbeyond
expectation. TheHeidiesreceived
e-mailsfromall overtheworld,
musicvideos, messagesandmore!
Canyoumeas...
Thisgraph(fromAlexa) showsclearly what happened
duringtheHeidiesshow...comparedwithotherbrands.
RESULTS
• Demandoutstrippe...
Challenge
Onceacrediblerunningbrand, Reebokwantedtoreinvigorateit’s
recognition amongrunnersby creatingamovement focusingo...
Insight
Thesimplest sport intheworldhadbeencommunicatedasif it wasonly for the
eliteandasaresult hadbecomeinaccessibletomo...
Solution
RUNEASY -Runningat thespeedof chat
An initiativedesignedtoencouragefunandeasy participation inrunning.
Digital wa...
www.goruneasy.com
co-developed by Isobar’s global network of leading digital marketing agencies
SEE: Share the sights of your run
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Results
RunEasy wasextremely successful innot just promotingandenhancingthe
Reebokbrandimage, but alsoprovidingcustomerswi...
What you DO is more important
than what you say
+
Brand and Business
behaviour is becoming the
key determinant of Image
Thank you.
Isobar - Czech Launch Presentation 2009
Isobar - Czech Launch Presentation 2009
Isobar - Czech Launch Presentation 2009
Isobar - Czech Launch Presentation 2009
Isobar - Czech Launch Presentation 2009
Isobar - Czech Launch Presentation 2009
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Isobar - Czech Launch Presentation 2009

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

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Isobar - Czech Launch Presentation 2009

  1. 1. Samuel Tait NewBusinessDirector
  2. 2. Moving from a chain reaction…
  3. 3. EarneEarne dd MediaMedia BoughBough tt MediaMedia OwnOwn MediaMedia Time and Effect Exponentially Increases
  4. 4. Every part of web is social and access is universal: brands live and die by what consumers say about them
  5. 5. The brands whoseThe brands whose consumersconsumers tell thetell the best stories will winbest stories will win
  6. 6. 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
  7. 7. A few implications The brand as a service The brand as a utility The brand as content Your brand with a wider mission
  8. 8. Isobar inAction
  9. 9. DIESEL
  10. 10. 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.
  11. 11. TheHeidieswasourideatolaunchDiesel’snew intimatecollection toyoungpeoplearoundtheworld Weunderstoodthat thereisagenerationtoday who useonlineplatformsfor self-publicity stunts: acting weirdontheinternet makesyoufamous! What happenswhen abrandlikeDiesel (humorous, original, provoking) parodiesthisbehaviour?
  12. 12. QuickTime™ and a Sorenson Video 3 decompressor are needed to see this picture.
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Challenge Onceacrediblerunningbrand, Reebokwantedtoreinvigorateit’s recognition amongrunnersby creatingamovement focusingon the joy andfun of running.
  17. 17. Insight Thesimplest sport intheworldhadbeencommunicatedasif it wasonly for the eliteandasaresult hadbecomeinaccessibletomost. Runninghadbecomeover-complicated.
  18. 18. 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.
  19. 19. www.goruneasy.com co-developed by Isobar’s global network of leading digital marketing agencies
  20. 20. SEE: Share the sights of your run
  21. 21. QuickTime™ and a Sorenson Video 3 decompressor are needed to see this picture.
  22. 22. 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
  23. 23. What you DO is more important than what you say + Brand and Business behaviour is becoming the key determinant of Image
  24. 24. Thank you.

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

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