Advertising Strategy Revolution - EN

transcript

ADVERTISINGSTRATEGYREVOLUTION

@arthurcalefe

ARTHURCALEFE

ADVERTISING STRATEGY REVOLUTION

@arthurcalefe SEP.2014

I HATEADVERTISING

@arthurcalefe SEP.2014ADVERTISING STRATEGY REVOLUTION

ARTHURCALEFE

Arthur Calefesenior planner @ R/GA

’02 ’06 ’10 ’11 ’12 ’13

PRODUTEC JUMP! E/OU SUNSET W+K R/GA

Designer &Tech assistant

Planner Planner Head of Innovation

DigitalStrategist

Senior Planner

#tech #advertising #direct-mkt#digital

#direct-mkt#digital#social#advertising

#digital#social

#digital#social#products & services#advertising#mobile

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TRADITIONALVS. DIGITAL

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AUDIENCEVS. USERS

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TRADITIONAL + DIGITAL =AUDIENCE+ USERS

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TRADITIONAL = ATTENTIONDIGITAL= INTERACTION

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TRADIGITAL

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http://bit.ly/XDfyMB

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BIG DATA

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CRM, PRM, DIRECT MKT,LEADS, RELATIONSHIP.

BIG DATAOLD

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CLOUDS, MULTIPLE SCREENS,CONNECTED DEVICES.

BIG DATA

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IT’S TO ABOUT NUMBERS. IT’S ABOUT BEHAVIOR.

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EVOLUTION THROUGHUSER BEHAVIOR

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“We have our data,and we know that audience will whatch that series.We don’t need pilot.”– Reed Hastings, CEO Netflix

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NETFLIX- USAGE FREQUENCY

- PREFERENCES OF GENDERS

- TYPE OF DEVICE

- HOW MANY PEOPLE USE THE SAME SERVICE

- WHO ARE THE FAVORITE CHARACTERS

- INFLUENCER FRIENDS

STRATEGIC INSIGHTS

CONTENT BASED ON BEHAVIORS

RECOMMENDATION THROUGH AFFINITY

MORE USERS PER ACCOUNT (FAMILY VERSION)

EVERYTHING YOU DO ON ANY DIGITAL PLATFORM LEAVE A FINGERPRINT.

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“82% of global consumers believe that companies collect too much information about them.”– Adobe, junho de 2013.

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REAL/DIGITAL IDENTITY

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BRAZILIAN MARKET IS NOT READY FOR CHANGES

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RIO NEXTEL- FAVORITE SPORTS

- SERVICES USAGE FREQUENCY

- MORE INTERESTING SUBJECTS

RUNNING, YOGA, PILATES, SKATE, SURF, VOLLEYBALL, SOCCER.

- FAVORITE EVENTS TO PARTICIPATE

STRATEGIC INSIGHTS:

SERVICES BASED ON BEHAVIOR

UNIQUE BENEFITS FOR ENGAGED PEOPLE

NEW SERVICES

EXCLUSIVE EVENTS FOR PARTICIPANTS

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THE BATTLE OF COURTS- FAVORITE PLAYERS

- SPORTING PRODUCTS

- SOCCER ORIGIN

- PREPARATION BEHAVIOR

INSIGHTS ESTRATÉGICOS:

PRODUCTS RESPECTING INDIVIDUALITIES

PLATFORM TO HELP ATHLETES TO BE THE NEXT NEYMAR

STORIES THAT MAKE OUR TARGET FEEL LIKE HEROES

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http://bit.ly/XDdswc

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http://bit.ly/XDdDaV

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www.timbeta.com.br

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BETAS TIMFun

ChallengesBenefits

UnderstandIdentifyRecognize

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RECOMMENDATION

ATITUDE CAMPAIGNS

QUALIFIED PEOPLE

CROWDSOURCING

RECOGNIZE

PLAY THE GAME

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SERVICE COMMUNICATIONPRODUCT

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WHAT’S NEXT?

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TIM BETA- INTERNET USAGE, VOICE OR SMS

- SOCIAL NETWORK AFFINITY

- FAVORITE APPS

- SOCIAL INFLUENCE

STRATEGIC INSIGHTS:

MORE BENEFITS TO REWARD ENGAGED PEOPLE

PRODUCT TRIALS BEFORE LAUNCH

USER GENERATED CONTENT (UGC)

CHANGE THE GAME ACCORDING BEHAVIOR

BEHAVIOR.NOT TECHNOLOGY.

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EVERY OBJECTWILL BE CHANGED.

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“In 2009, there was 2,5 billions of connected devices, most of it personal eletronics like cellphones and PCs. In 2020, will be 30 billions of connected devices, most of it products.”– Gartner, october 2013.

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NOT ONLYPERSONALDEVICES

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BIG DATA WILL CHANGE OUR LIVES, OUR WORK AND THE WAY WE THINK ABOUT THINGS.

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WE’RE IN THE CONNECTED AGE.

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Brands

Consumers

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Top Down:Say things

“Big” Idea

Outdated thinking

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Modern thinking

Bottom Up:Do things

Brand Behaviors

TRADIGITAL

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Tradigital

Platforms

Brand Behaviors

Messages

“Big” Idea

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Captureintention(utility)

Createintention(stories)

The Whole Idea

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Um novo jeito de acompanhar seu progresso e ser motivado

Make it count

Brand Territory

PerformanceNike Fuelband:Life is a sport

The Whole Idea

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Blablablameter: measure and recognize

the social influence

Your social lifeworths it

Brand Territory

InfluenceTIM beta:For those who have a lot to say

The Whole Idea

R/GAdisruptswhen put data as a fundamental part of business.

Agency

CompanyConsultancy

Earned Data

AGENCY

COMPANYCONSULTANCY

EARNED DATA

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http://bit.ly/1uNZIfh

“If you’re not innovative you’re just expensive.”– Bob Greenberg, Founder/Chairman/CEO, R/GA

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WHAT DO YOU WANT TO KNOW ABOUT YOUR CONSUMER?

START WITH DATA:

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THANKS@arthurcalefearthur.calefe@gmail.com

Advertising Strategy Revolution - EN

Marketing