fibonacci creativity3
TRANSCRIPT
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.
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)
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
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
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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
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
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rint ou tube
acebookvents
WCRM L eb siteoyalty
paid asset
owned asset
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
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rint ou tube
acebookvents
W eb site
paid asset
owned asset
CRM L oyalty
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
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rint ou tube
acebookvents
WCRM L eb siteoyalty
paid asset
owned asset
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
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BD
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
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
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
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
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
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
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
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
BEAUTY
So even when it looks good …
Content
BEAUTY
So even when it looks good …
Apply the some Fibonacci magic …
Content
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
NOW LET SEE FIBONACCI IN ACTION
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.
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
DISSEMINATION
OWNED + EARNED + PAID
•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
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EVOLUTION
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
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
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
TV
Facebook content
Let’s have a beer!
For any questions or any other further info use the email bellow: