Creating a perfect marriagebetween offline & online media

Emma AstonDirector, Adido Communications

Laura CanningsSenior Lead Creative,Adido

How doesa great brand marriage happen between on and

offline?

CREATING A PERFECT MARRIAGE BETWEEN OFFLINE & ONLINE MEDIA

SO, WHAT MAKES A GOOD MARRIAGE?

COMMUNICATION

SIMILAR GOALS

UNDERSTANDING

COMPROMISE

EQUALITY

APPRECIATION

PASSION

BUT HOW DOES IT ALL BEGIN?

I SEEMED TO HAVE LOST MY NUMBER, ANY CHANCE I COULD HAVE YOURS?

YOU MUST BE TIRED BECAUSE YOU HAVE BEEN RUNNING THROUGH MY

MIND ALL NIGHT...

SO HOW DOES THIS “COURTSHIP” APPLY TO A BRAND I HEAR YOU

ASK?

WELL…

SHARE A COKE CAMPAIGN

STEP 1 : ATTRACTIONSTOP, STARE, THINK

ABOUT YOUR NEXT MOVE

STEP 2 : CONNECTIONFLIRT, TRY IT ON, KEEP

OPTIONS OPEN

STEP 3 : COMMITMENT & LOVE

YOU DON’T PLAY THE FIELD ANYMORE!

WHY DID THIS WORK?

CREATIVITY

SIMPLE, FUN, PERSONAL

RESULT ...

EMOTIONAL CONNECTIONLOYALTY

STRATEGY

PLANNED, ACTIONED, CROSS MEDIA

RESULT ...

HIGH IMPACT

SYNERGY

SAME BRAND, SAME TONE, SAME MESSAGE

RESULT ...

NO BRAND DILUTIONNO CONFUSION

A HAPPY BRAND MARRIAGE

BUT, SOMETIMES IT DOES GO WRONG...

WHY DO BRANDS BECOME “DIVORCED” WHEN

COMMUNICATING ON AND OFFLINE?

#POWEREDBYPIZZA

IT WAS A GREAT IDEA

BADLY EXECUTED

STEP 1 : NO COMMUNICATION

STEP 2 : NO CONNECTION

STEP 3 : NO INTEGRATION

A CLEAR DIVORCE HAS HAPPENED!

DIVORCE COSTS...WHAT WENT WRONG?

OFFLINE AND ONLINE DIDN’T TALK TO EACH

OTHER

NOW IT’S YOUR TURN...

WE WOULD LIKE YOU TO SELL A BRAND TO US THROUGH ON

AND OFFLINE DATING ADS

PLEASE CREATE...

A TWEET(140 characters)

A FACEBOOK STATUSA NEWSPAPER ADVERT

PICK ONE PLEASE

NEWSPAPER ADVERT

Hi all I’m looking for someone to share some healthy time with. I love children and being sociable, but want someone to share these special times with. Hope you can help x

FACEBOOK STATUS

TWEET

WYSIWYG – HEALTHY, FUN & LOVELY #LOOKINGFORLOVE

PICK ONE PLEASE

SO, IN SUMMARY...

ENSURE YOU USE ALL RELEVANT MEDIA IN YOUR

CAMPAIGNS

MATCH ALL MESSAGING AND TONE OF VOICE

DO NOT ALIENATE YOUR AUDIENCE

STAY HAPPILY MARRIED