Bbdo big idea_today
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The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends: 1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people. 2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns. 3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them. 4) Using the RISE framework to recruit,
Bbdo big idea_today
- 4. FUEL IT DEFINE IT AWESIFY IT COLLABORATE
- 5. THE FRAMEWORK The Context Fueling The People The Insight The Message Defining The Platform The Execution The Engagement Strategy Awesifying The Ecosystem
- 6. THE PEOPLE Clients Fueling Account Strategy Defining Creative Awesifying Production Media
- 7. THE FRAMEWORK The Context Fueling The People The Insight
- 8. YESTERDAY FUELING THE BIG IDEA What’s the problem to be solved? Who are we targeting? What is the message we say at them? Reasons to believe Tone Other mandatory information
- 9. HOW THINGS HAVE CHANGED: TODAY The rapid pace of new & emerging technology • 2006 Facebook opens platform to everyone, launching the era of social networking • 2007 the first iPhone is sold changing idea of “mobile” as a truly engaging user experience • 2007 Twitter changes the way in which people consume and report on news: 140 characters or less • 2008 Hulu launches & Netflix offers streaming video making high quality video via the internet on demand, mainstream • 2009 Foursquare users the era of local-social-mobile networking • 2010 Apple launches iAds making rich mobile marketing experiences mainstream • 2011 Spotify hits the US enabling social-shared streaming music • 2012 Facebook buys Instagram & adds Android app launching the era of the mobile photographer
- 10. HOW THINGS HAVE CHANGED: TODAY The rise of new technologies changes behaviors • By 2015, Mobile internet usage expected to outpace Desktop internet usage • Device interfaces have gone from text to touch • Device usage has gone from content creation to content consumption • Social networking time spent has outpaced email • Connected devices empower connected consumers
- 11. HOW HAS CULTURE CHANGED: TODAY? • More participatory • More social & communal • More fragmented • More transparent • Always on • Location increasingly important
- 12. HOW DOES THAT CHANGE THE CREATIVE BRIEF?
- 13. IT’S NOT SIMPLY ABOUT THE CREATIVE BRIEF • Its about having a better map of the today’s world Pre-Digital Post-Digital Interruption Participation Saying things at people Doing things for people Image Manipulation Value creation Owned Shared Perception Behavior
- 14. TODAY? THE CREATIVE BRIEF What’s the real problem to be solved? Amongst whom? How do we approach solving this? Why do they care? How do they participate? What keeps the conversation going?
- 15. THE FRAMEWORK The Message Defining The Platform The Executions
- 16. YESTERDAY DEFINE THE BIG IDEA What best illustrates the brand’s driving proposition? What do people really want that the brand can really do? What is the unifying thread throughout the campaign? Does the idea entertain, evoke emotion, or provide utility?
- 17. HOW THINGS HAVE CHANGED: TODAY Ideas can define “platforms” not just campaigns • A platform is not a TV campaign with matching luggage but rather a long term commitment that lives on – Nike+/Fuel – Chipotle “Cultivate” – Pepsi Refresh – Old Spice The Man Your Man Could Be – Kickstarter • A good platform must be: – Generous – Multifaceted – Responsive – Propagated
- 18. HOW THINGS HAVE CHANGED: TODAY New technologies & behaviors define brilliant tactics • T-Mobile Flashmob in Liverpool Station • Amex Sync • Intel’s Museum of Me • Gillette’s London 2012 Boston Harbor Hologram • Skittles Touch the Rainbow • Coca-Cola Project Rebrief • Google YouTube Symphony
- 19. HOW HAS THE BIG IDEA CHANGED: TODAY? • More participatory • More social & communal • More fragmented • More transparent • Always on • Location increasingly important
- 20. IT’S NOT SIMPLY ABOUT THE BIG IDEA • Its about asking better questions to understand today Pre-Digital Post-Digital What can we say? What can we do? How can we interrupt? How can we retain? What spaces do we fill? What spaces can we create? What’s our proposition? What’s our mission? Where is the TV script? Where does the idea fit best? How does the idea look? How does the idea behave?
- 21. TODAY THE BIG IDEA What is the executional core of the idea? Where does the idea best manifest itself? Does the idea connect on a culturally relevant human level? Does it start conversations and stories on behalf of a brand?
- 22. THE FRAMEWORK The Engagement Strategy Awesoming The Ecosystem
- 23. AWESIFY THE BIG IDEA Define the ecosystem, the behaviors, & the media canvas: • Where are people interacting? • What are the cultures of these channels? • How should the idea behave in each space? Build the ecosystem, the engagement strategy, the channels • How do we disrupt yet honor the ecosystem? • How do we uniquely interact at the right engagement level?
- 24. HOW THINGS HAVE CHANGED: TODAY The rise of new technology fuels new media channels • Can’t just build to channels by how they work: – TV: Broadcasters transmitting video to individual receivers in peoples homes through channels featuring tailored content to people’s interests that advertisers can buy space on – Twitter: A microblogging platform where people have handles to contribute & consume information in the form of tweets from any digital device • Must understand the cultures & the behaviors of each channel ecosystem – Amex Sync - Foursquare, Twitter, Facebook – Old Spice The Man Your Man Could Be – YouTube – Nike+/Fuel - Mobile
- 25. HOW HAS CULTURE CHANGED: TODAY? • More participatory • More social & communal • More fragmented • More transparent • Always on • Location increasingly important
- 26. IT’S NOT SIMPLY ABOUT MAKING IT AWESOME • Its about understanding the cultural behaviors of ecosystems Pre-Digital Post-Digital Broadcast Social TV Radio Social Music WOM Social Conversations Brand Image Social Persona Friends Social Networks Print Interactive Events Experiential Mobile Phones Smartphones
- 27. SO HOW DO WE AWESIFY THE BIG IDEA?
- 28. BE SOCIAL BY DESIGN RECRUIT ENGAGE SUSTAIN Earned Media The Idea Keep people coming back Paid Media Community Management Content/Incentives/Rewards INSPIRE Share Participate Excite
- 29. R.I.S.E THE BIG IDEA Recruit: • Activate the right audience to generate as much awareness and attention to your ecosystem as possible. Engage: • Create the most exciting, participatory, and buzz-worthy activation platform that lives across channels. Sustain: • Identify incentives that motivate consumers to return & engage repeatedly. Inspire: • Build so much excitement that consumers must share with their own ecosystems.
- 30. RISE APPLIED: CANON PROJECT IMAGIN8ION
- 31. RISE APPLIED: CANON PROJECT IMAGIN8ION
- 32. RISE APPLIED: K-SWISS TUBES
- 33. RISE APPLIED: K-SWISS TUBES
- 34. RISE APPLIED: K-SWISS TUBES
- 35. RISE APPLIED: AT&T BLINK 182
- 36. RISE APPLIED: AT&T BLINK 182 RECRUIT EDUTAIN SUSTAIN Created a montage of fan- Marketing Activation, Partner with Blink 182 to promote the launch of new created videos set to blink- Onsite, Social Media, Brand devices by showing how they 182’s newest single & award Ambassador/Blogger can help Youth get closer to the ceremony video for best music and artists they love. content OutreachPaid Media INSPIRE AT&T gave an aspiring filmmaker/blink-182 fan the opportunity to go on tour with the band and to document life on the road 36
- 37. RISE APPLIED: L’OREAL DESTINATION BEAUTY
- 38. RISE APPLIED: L’OREAL DESTINATION BEAUTY
- 39. RISE APPLIED: BEST BUY TWELP FORCE
- 40. RISE APPLIED: BEST BUY TWELP FORCE