fibonacci creativity3

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the Fibonacci CREATIVITY (tomorrow’s fuel) If by chance I have omitted anything more or less proper or necessary, I beg forgiveness, since there is no one who is without fault and circumspect in all matters.

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Page 1: Fibonacci creativity3

the FibonacciCREATIVITY

(tomorrow’s fuel)

If by chance I have omitted anything more or less proper or necessary, I beg

forgiveness, since there is no one who is without fault and circumspect in all

matters.

Page 2: Fibonacci creativity3

THE FIBONACCI

CREATIVITY

Known as Fibonacci, and Leonardo of Pisa, Leonardo Pisano

Bigollo, Leonardo Fibonacci—was an Italian mathematician,

considered to be "the most talented Western mathematician of

the Middle Ages”. Fibonacci popularized the Hindu–Arabic numeral

system to the Western World primarily through his composition in

1202 of Liber Abaci (Book of Calculation).

Leonardo Bonacci (c. 1175 – c. 1250)

Page 3: Fibonacci creativity3

before we get into any technicalities

the FIBONACCI CREATIVITY refers to 2 main attributes that organically influenced and will

continue to influence the world and this means the ad industry as well

The Fibonacci sequence evolves

as the past elements are

summed up in order to create a

new element of the future.

EVOLUTION

The ratio between the present

element and its immediate past

neighbor is also known as the

golden ratio (phi).

BEAUTY

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EVOLUTION

In mathematics, the Fibonacci numbers are the numbers in the

following integer sequence, called the Fibonacci sequence, and

characterized by the fact that every number after the first two is

the sum of the two preceding ones:

1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, …

Fibonacci sequenceTV f

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EVOLUTION

Your brand starts life in one or a few media outlets but as it grow

your presence start to increase and diversify.

Brand ecosystemTV

P

E

rint

vents

paid asset

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EVOLUTION

Your brand starts life in one or a few media outlets but as it grow

your presence start to increase and diversify.

Brand ecosystemTV

P

E

rint

vents

paid asset

f

Y ou tube

acebook

W eb site

owned asset

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EVOLUTION

Your brand starts life in one or a few media outlets but as it grow

your presence start to increase da diversify.

It will also evolve from a paid centric focus to a more mature

owned territory.

Brand ecosystemTV f

YP

E

rint ou tube

acebookvents

WCRM L eb siteoyalty

paid asset

owned asset

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EVOLUTION

Your brand starts life in one or a few media outlets but as it grow

your presence start to increase da diversify.

It will also evolve from a paid centric focus to a more mature

owned territory.

Brand ecosystemTV f

YP

E

rint ou tube

acebookvents

W eb site

paid asset

owned asset

CRM L oyalty

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EVOLUTION

Your brand starts life in one or a few media outlets but as it grow

your presence start to increase da diversify.

It will also evolve from a paid centric focus to a more mature

owned territory.

And using experience from the past ( , ) you’ll build the

future ( ).

Brand ecosystemTV f

YP

E

rint ou tube

acebookvents

WCRM L eb siteoyalty

paid asset

owned asset

Page 10: Fibonacci creativity3

EVOLUTION

Your brand starts life in one or a few media outlets but as it grow

your presence start to increase da diversify.

It will also evolve from a paid centric focus to a more mature

owned territory.

And using experience from the past ( , ) you’ll build the

future ( ). By gathering relevant data into an

owned data repository you’ll maximize investment across media

outlets and find out the benefits of owning and analyzing big data.

Brand ecosystemTV f

YP

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rint ou tube

acebookvents

WCRM L eb siteoyalty

paid asset

owned asset

BD

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EVOLVE FROM TARGET to …

A target market is a select group of potential or

current consumers, which a business decides to aim

its marketing and advertising strategies at in order to

sell a product or service.

Example:

AGE 30-55

SEX Male

EDUCATION High

JOB Fashion

LIKES Cars

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EVOLVE FROM TARGET to PERSONAS

Personas are character sketches which represent a

typical member of one customer segment and

highlights their needs, goals and behaviors.

Example:

NAME AL BUNDY

AGE 55

SEX Male

EDUCATION High (dropped out)

JOB Fashion (Shoe salesman)

LIKES Cars

EMAIL

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BEAUTY

In mathematics, two quantities are in the golden ratio if their ratio

is the same as the ratio of their sum to the larger of the two

quantities. Expressed algebraically, for quantities a and b

with a > b > 0.

Relationship to Fibonacci sequence

Golden ratio

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BEAUTY

It appears around us in our daily lives, even in our aesthetic views.

Studies have shown that when test subjects view random faces,

the ones they deem most attractive are those with solid parallels

to the Golden ratio.

ALSO appears in:

Flower petals, Seed heads, Pinecones, Tree branches, Web design,

Shells, Spiral galaxies, Hurricanes, Fingers, Animal bodies, DNA

molecules, Art, Music, Photography …

Golden ratio

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BEAUTY

If you're looking for a way to draw more attention to the crucial

elements in your photographic composition, the Fibonacci Ratio

offers a way to direct your viewers eye to the critical parts of your

photo.

ALSO appears in:

Flower petals, Seed heads, Pinecones, Tree branches, Web design,

Shells, Spiral galaxies, Hurricanes, Fingers, Animal bodies, DNA

molecules, Art, Music, Photography …

Golden ratio

Page 16: Fibonacci creativity3

BEAUTY

If you're looking for a way to draw more attention to the crucial

elements in your photographic composition, the Fibonacci Ratio

offers a way to direct your viewers eye to the critical parts of your

photo.

ALSO appears in:

Flower petals, Seed heads, Pinecones, Tree branches, Web design,

Shells, Spiral galaxies, Hurricanes, Fingers, Animal bodies, DNA

molecules, Art, Music, Photography …

Golden ratio

Page 17: Fibonacci creativity3

BEAUTY

There are many good advices on how to generate valuable content.

I‘m sure you’ve heard it all.

But we are talking about the Golden ratio and so I’ll let you in on a

little secret that we use to generate valuable content.

Now we are being very careful with the genesis phase (concept,

tension, message, production), we load it up on a media outlet,

pay some ads and measure it at the end of the campaign. Result

are used to generate learnings that will impact future content.

Content

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BEAUTY

Our recipe is focused on maximizing investments and results as

much as possible, so we will measure and fine tune the content

during the campaign period. There can be headlines that need to

be rephrased or even videos that can be fined tuned.

We also take into account data that can tell us that the content can

be used on another media outlet to further strengthen the

campaign.

Content

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BEAUTY

So even when it looks good …

Content

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BEAUTY

So even when it looks good …

Apply the some Fibonacci magic …

Content

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BEAUTY

So even when it looks good …

Apply the some Fibonacci magic …

In order to be as close to GOLD as you can get!

Content

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NOW LET SEE FIBONACCI IN ACTION

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A BRAND TERITORY

THAT GAVE BIRTH TO A

DIGITAL COMMUNICATION PLATFORM

OWNED BY STAROPRAMEN

Long-term relationship

Experiences + Culture

= CONTENT =

An entity capable of:

Seamlessly integrating all communication

efforts;

deliver valuable consumer experiences and

relevant info constant;

brand DNA consolidation.

Page 24: Fibonacci creativity3

let us see how does these apply to Staropramen

The Fibonacci sequence evolves

as the past elements are

summed up in order to create a

new element of the future.

EVOLUTION

The ratio between the present

element and its immediate past

neighbor is also known as the

golden ratio (phi).

BEAUTY

Page 25: Fibonacci creativity3

DISSEMINATION

OWNED + EARNED + PAID

FACEBOOK

•Platform content & postings of live events amplification;

•Partner supor(contributors, artists, events organizers);

•Media – facebook ads & sponsored posts.

YOUTUBE

•Video content amplification;

•Media – preroll ads.

PARTENERIATE MEDIA

•Platform content amplification on relevant blogs;

•Online platforms ads (digi, adevărul.ro, republica.ro,

sub25.ro);

•Special projects (Radio Guerilla & Bucharest City App).

EVENIMENTE PARTENERE

Events.

TV f

Y

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ou tube

acebookvents

WCRM L eb siteoyalty

paid asset

owned asset

BD

EVOLUTION

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BEAUTY

We generate and curate content from all brand activations across

the ecosystem.

Also we look at the generated content not as a media centric

element but as a fluid element that takes the shape of the

container that is destined for.

Content

Page 27: Fibonacci creativity3

BEAUTY

We generate and curate content from all brand activations across

the ecosystem.

Also we look at the generated content not as a media centric

element but as a fluid element that takes the shape of the

container that is destined for.

Content

Page 28: Fibonacci creativity3

BEAUTY

The latest campaign proved that this vision can generate more

than the desired campaign metrics but also deliver a coherent

message and maximize the implementation budget across

channels.

The latest TV spot that Staropramen will launch tomorrow is also

generated by the same campaign.

Content

brand partnership generated endorser

that we used in an online campaign

TV f

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TV

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Facebook content

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Let’s have a beer!

For any questions or any other further info use the email bellow:

[email protected]