QUEENSLAND CLINICAL SENATE

EVERY K OVER IS NOT OKAYPUTTING THE BRAKES ONOBESITY

MARKETINGCONSIDERATIONSJONATHAN DRAPESCREATIVE DIRECTOR, JUNIORCRU

QUEENSLAND CLINICAL SENATE

EVERY K OVER IS NOT OKAYPUTTING THE BRAKES ONOBESITY

USING THE POWEROF EVIL FOR GOODJONATHAN DRAPESCREATIVE DIRECTOR, JUNIORCRU

THE MOSTIMPORTANT FIGUREIN THE HISTORYOF SOCIALMARKETING

THE MOSTIMPORTANT FIGUREIN THE HISTORYOF SOCIALMARKETING

FROM TV ADSTO SESAME STREET

1 WHAT UP AGAINST2 WHAT’S WORKING3 WHAT’S NOT4 RULES OF ENGAGEMENT

1. WHAT UP AGAINST

$4,6000,000,000$600,000,000

1. WHAT UP AGAINST

$4,6000,000,000

REMARKETING

CINEMAFACEBOOK

TWITTER PINTERESTYOUTUBE SEO OPTIMISATION

JOINT VENTURES COMMUNITY INITIATIVES

CELEBRITY AMBASSADORS

GEO-LOCATION NOTIFICATIONSGAMES

TV COMMERCIALSBILLBOARDS

SPONSORSHIPS

RADIO

BRANDED JOURNALISM

WEBSITES

ONLINE DISPLAYEDM

LOYALTY PROGRAMS

SCHOOL PROGRAMS

MOBILE ADSPOS AMBIENT

SALES PROMOTIONS

SMS PRE-ROLL

COMMENTS

GROUP BUYING

IN-GAME

IN-PROGRAM

INSTAGRAM

VINE

GEO-TARGETING

APPS

PODCASTS

EXPERIENTIAL

$600,000,000

1. WHAT UP AGAINST

1. WHAT UP AGAINST

VS

2 WHAT WORKS

2 WHAT WORKS

GAMIFICATIONUSING GAME THEORY OR GAME MECHANICSIN A NON-GAME ENVIRONMENT

POINTS. LEVELS. LEADER BOARDS.COMPETITION. ACCESS. REWARDS.

2 WHAT WORKS

GAMIFICATION

2 WHAT WORKS

GAMIFICATION

FAST & FREQUENT FEEDBACK

LEVERAGES HUMAN NEED FOR COMPETITION,COMPARISON, STATUS & PROGRESS

2 WHAT WORKS

GAMIFICATION

512,000 PEOPLE

BMI, AGE, GENDERBEHAVIOUR

DIETALCOHOLEXERCISE

SITTINGETC...

2 WHAT WORKS

HYPERPERSONALISATIONUSING BIG DATA AND NEW CHANNELS TOCREATE TAILORED MESSAGING

SPRAY & PRAY VS ONE-ON-ONE

2 WHAT WORKS

HYPERPERSONALISATION

MARKETERS WOULD KILL TO HAVEYOUR ACCESS TO INFORMATION

AND ONE-ON-ONE

3 WHAT DOESN’T WORK

3 WHAT DOESN’T WORK

FACTS ONLYFEARAUTHORITYSHAMING

4 RULES OFENGAGEMENT

HEALTH PROFESSIONALSTHIS IS NOT ABOUTYOU!!!!!

5 RULES OF ENGAGEMENT

START WITH THE BARRIERS

4 RULES OF ENGAGEMENT

MAKE IT SIMPLE ANDRELEVANT TO AVOID

4 RULES OF ENGAGEMENT

SWITCHING OFF

EFFORT VS MOTIVATION

4 RULES OF ENGAGEMENT

GOODLUCK!!