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Mona Opran – SMARK – Brand Activation
A BI-DIRECTIONAL RELATIONSHIP BETWEEN BRANDS AND PEOPLE, IN ANY FORM OR ANY POINT OF CONTACT
Mona Opran – SMARK – Brand Activation
Consumer Engagement
Events / Stunts
Community management
?
BTL
Brand Engagement
Consumer Activation
BRAND ACTIVATION
... It's about building movements around ideas that people want to participate in …
Mona Opran – SMARK – Brand Activation
PARTICIPATION FRAMEWORK Saatchi & Saatchi strategic and creative TOOL for engagement projects
Mona Opran – SMARK – Brand Activation
WHAT IS A PARTICIPATION IDEA?
1. Characteristics: Funny, Emotional, Sticky, Involving
2. Drives emotional reaction ‘Moves me to do something’
3. Drives behavioural reaction Join in, play with, send forward, share
4. It is people dependent ‘wouldn’t come alive without them’
Mona Opran – SMARK – Brand Activation
HOW TO BUILD A PARTICIPATION PROJECT?
1. INSIGHTS: Who / Where / When 2. PARTICIPATION MATRIX:
Communication strategy 3. IDEAS: Portable, Potent, & Personal
Mona Opran – SMARK – Brand Activation
CONSUMERS – KEY QUESTIONS
Who are your players? How are they advocates for the idea? How are they blockers for the idea? How do they benefit from project success? What are their Characteristics and Passions?
Mona Opran – SMARK – Brand Activation
surprise
bore not make sense
be HUGE be SMALL
be inappropriate
offend
honour
hurt relax be public
be private be funny
be sad be shared
be individual make a difference
make you lie down
be sweaty
be cold
be hot
be wet be dry
be near be far be fatal
CONSUMERS – EXPECTED REACTION
How would they experience your idea?
Mona Opran – SMARK – Brand Activation
CONSUMERS – PERFECT TIMING
When do you want them to experience?
at home in bed
commute home
at event
commute work
moving
library/church
concert
waiting in line
in the bathroom
elevator
right now
tomorrow
in 5 seconds
for a week
for a month
holiday
weather
in good times
in bad times
in movie/TV/book/song
Mona Opran – SMARK – Brand Activation
BEHAVIOR / AUDIENCE
Broadcast TV
Magazine
Press
Radio
OOH
Digital Outdoor Like
Group
Community
Platform
Gaming
Culture
Tattoo
Coupon
DM
Dynamic Coupon POS Promo
POS
Trial / Giveaway Facebook
Wikipedia
Experience
Event
Customisation
AUGR
Mona Opran – SMARK – Brand Activation
3 P’s
How does it move across canvasses? PORTABLE
POTENT
PERSONAL
How does it OMR? (Objective, Message, Result)
How is it personal?
Mona Opran – SMARK – Brand Activation
THE UNIVERSAL LAW OF PARTICIPATION
Reward > Effort Entertainment Utility Inspiration Social currency
Attention Activity Creativity Time
Mona Opran – SMARK – Brand Activation
Viewing
Liking
Sharing
Making
Contributing
Commenting
Passive
Niche
Active
Mass
WHEN WE GENERATE A BEHAVIOURAL MOVE
WHEN WE GROW A PROJECT THROUGH THE 4 PHASES
INTRODUCE RECRUIT AMPLIFY DREAM
+
Seed at the core Portable & Potent
Personal connection and crowd source”
Bring together sponsors, stars, fans, and media
to start the journey again
PHASES
ACTI
ON
S
BU
ZZ
WOW
Mona Opran – SMARK – Brand Activation
MILKA
ORASUL
TANDRETII
PAMPERS
BABY
FUTURE
CHIO
STREET FUN
RAIFFEISEN
VIATA FARA
CASH
Mona Opran – SMARK – Brand Activation
THINK BIG
• Think integrated / everything merges around the IDEA
• Think about the effects and not about the piece of work in itself!
• Think about how & where to reach real people
• Think AMPLIFICATION: how to create spontaneous free media space
Mona Opran – SMARK – Brand Activation
FURTHER INSPIRATION
h#p://krconnect.blogspot.ro/2010/11/you-‐say-‐collaborate-‐i-‐say-‐par;cipate.html