Bank Of Ireland Digital Strategy

Start by thinking about creating strategies for a digital world, not a digital strategy

/paradigm_shift

There has been a paradigm shift in communications. The Digital World has taken us........

It’s Not That Advertising is Failing…It’s That Experiences Matter More Than Ever Before

BRAND-CENTRICCOMMUNICATION PLANNING

HUMAN-CENTRICCOMMUNICATION PLANNING

Starts from what the brand wants to say and how to efficiently get it to pre-defined homogeneous audiences.

Starts from what the customers want to “hear” and and being relevant to their situation, environment, interests and needs.

...moving from brand-centric planning to human-centric planning...

/IE9

/make the web more beautiful

/ A multi-platform campaign/competition that focuses on making the web more beautiful

/ Consumers will be driven to an application where they can submit their ideas to “make the web more beautiful”

/ Their ideas should be about what sort of a site will make the web a more beautiful experience and the prize is that microsoft will build it for them

/make the web more beautiful

/ Key opinion leaders such as bloggers should be the judges of this competition

/ An event to present the winners should be held – non traditional type of event somewhere boutique, original and beautiful

/make the web more beautiful

/ Central platform for this competition is Facebook, specifically a Facebook application

/ The reasons for this are/ Viral capability of platform/ Data/ Engagement capability of platform/ Relevant audience on platform/ Beginning of social CRM database

/make the web more beautiful

/ This campaign will be backed up with a Twitter hashtag campaign

/ This hashtag campaign will offer a secondary prize to Tweeters to put the hashtag #morebeautiful after relevant tweets

/ This could mean someone, complaining about a bad web experience or seeking improvement

I would like to see video backgrounds

#makethewebbeautiful

/Microsoft Surface

/surface

/ Microsoft are looking for a solution to help sell the Surface product

/ In other regions this product is selling well but it has not caught on in Ireland

/surface

/ The solution is social, loyalty and experience

/ we need to enhance the product with social technology

/ Add to the solution for retailers and add a loyalty angle

/ Market and monetise from an experiential campaign

/surface.social

/ We intend to build a bespoke social solution for Surface and sell and place the entire solution for client

/ This means that by combining Facebook Connect , RFID technology and Surface we have a bespoke social experience

/ This experience then promotes the Surface placement via viral and advocacy messages

/surface.loyalty

/ Eightytwenty/interactive has an exclusive relationship with 20-20 insights a loyalty scheme provider based in Ireland

/ By combining a loyalty factor to the Surface solution, the customer can offer bespoke specials to the consumer based on previous buying behaviours and can reward them at point of purchase

/surface.experience

/ Microsoft want to let everyone trial this technology but there is a cost factor

/ Eightytwenty propose that Microsoft build a Surface experience in a high footfall area/high relevance area and rent out the experience to brands to help them launch product or service

/ This would drive consumer advocacy and give a working showcase in situ where Microsoft sales staff could introduce potential new clients to the technology

/ It could also serve to promote new Microsoft products in times of no sponsorship

/who_we_are