Date post: | 16-Jan-2015 |
Category: |
Business |
Upload: | laurence-parkes |
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The W.W.W.W.
The Worrisome World Wide Web
Or
The Wondrous World Wide Web ?
Successful marketing (in any arena) is based upon:
Consumer Understanding
WWWW
Who?What?Which?Where?
WWWW
Who to talk to?What to provide?Which arenas?Where to find you?
DefineOur task was twofold; to encourage more people to cycle, and
make the roads safer for cyclists. We also needed to amplify a
limited budget to push TfL’s message to the largest possible
audience.
DesignWe created an awareness test film, ‘Do the Test’ which
illustrated how difficult it is to see cyclists when concentrating
on other things on the road.
We then used social media optimisation and marketing to target
niche and mass market communities simultaneously.
DeliverA viral giant: millions of views, acres of discussion and
comment, tributes & reach beyond anything offline could have
delivered.
Won Gold Film Lion at Cannes 2008 and IMA – Best use of viral
marketing (Interactive Marketing and Advertising Awards).
WWho?
LondonCyclists
&Motorists
WWWho?What?
WWW
Who?What?Which?
WWWW
Who?What?Which?Where?
DefineThe new range of hairstyling products from Brylcreem, b:, focus on
taking hairstyling back to basics with a “less is more” philosophy.
DesignIn a first for MySpace we recruited the star of our ad from videos of
effortlessly executed tricks uploaded to the site.
DeliverWith over 1000 myspace friends and viewings above 50,000 for the
top submissions the ad has generated a huge buzz before it has even
aired.
Our ad was named Pick of the Week in Campaign and Zoo Magazine’s
‘Coolest Ad of the Year’. It was awarded two D&AD Yellow Pencils, Gold
at the Creative Circle Awards and claimed Silver at the British
Television Advertising Awards.
WWho?
Young men who aspire to Effortless
Cool
WWWho?What?
WWW
Who?What?Which?
WWWW
Who?What?Which?Where?
WWWW
Who?What?Which?Where?
So is it now…
The Wondrous
World Wide Web ?
Appendix
WWho?
WWWho?What?
WWW
Who?What?Which?
WWWW
Who?What?Which?Where?