cadbury workshop digital
DESCRIPTION
Cadbury Workshop DigitalTRANSCRIPT
![Page 1: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/1.jpg)
Agenda
• Abertura
• Cybercultura
• Jovens e Comportamento
• Redes Sociais
• Mobile
• Digital OOH
• Música Digital
• Fechamento
![Page 2: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/2.jpg)
Coca-Cola Anúncio Interativo - 2008
![Page 3: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/3.jpg)
Cidade Grupo Santander - 2010
![Page 4: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/4.jpg)
O que nos trouxe aqui?Futuro: 06.07.2010
![Page 5: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/5.jpg)
Ocupados, apressados, entediadosou simplesmente desinteressados.
![Page 6: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/6.jpg)
Vivemos na Era dos Excessos.
![Page 7: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/7.jpg)
Pouca diferenciação de público-alvo e meios: outdoors, TV, rádio, jornais e revistas
Saturação de Canais; Fragmentação das audiências; O Prime-Time já não é o mesmo; A lembrança da marca também não.
Nos anos 80 para atingir 80% da população bastava colocar anúncios na tv. Hoje há mais de 10 meios: 100 canais, 10 jornais, 1.000 revistas.
A Era dos Excessos
![Page 8: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/8.jpg)
A Era dos Excessos
Segmentação de Clientes e Fragmentação das Necessidades dos Consumidores
Ampliação do volume de marcas; Saturação do mercado; Mercados maduros: tendência de “geração” de novas necessidades; Consumidor perdido.
![Page 9: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/9.jpg)
90’s / 00’s:Keyboard Baby
![Page 10: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/10.jpg)
Muito mais difícil de alcançar.
• Está disperso: festas, web, celular, iPod, séries no PC etc.
• Filtro de Informação, ignora o que é igual, foca no que é diferente;
• Controla os pontos de contato com as marcas (Ad Evasion). 20001981197
41965
Day
After
recall
%34 %
24 %13%
9 %
Fonte: Nielsen 2002
É cada vez mais difícil ser memorável: % de espectadores adultos que conseguem recordar o nome de uma marca comunicada num programa de televisão que viram no dia
anterior.
Novo Consumidor
![Page 11: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/11.jpg)
Novo Consumidor
![Page 12: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/12.jpg)
Novo Consumidor
Muito mais exigente.
Quer ter certeza que fez a melhor decisão de compra; A comunicação deve estar onde ele está; Informa-se muito mais, compara opiniões de outros consumidores sobre os produtos (no Google, Blogs, Twitter, Amazon etc).
![Page 13: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/13.jpg)
Atrair a atenção dos consumidores rapidamente.
Estar presente no dia-a-dia, onde moram, trabalham, estudam, compram…
Criar um ambiente propício a sinergia, ao envolvimento emocional.
Passar informação relevante de forma natural, acessível e até divertida.
Ultrapassar as expectativas, criar uma experiência memorável.
Nosso desafio
![Page 14: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/14.jpg)
Bloomberg Ice Japan - 2002
![Page 15: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/15.jpg)
Vodafone – The Cube – 2004
![Page 16: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/16.jpg)
Nike iD – Interactive Outdoor - 2005
![Page 17: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/17.jpg)
Imaginarium – RA no PDV – 2005
![Page 18: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/18.jpg)
Nokia – Totem Interativo N90 – 2006
![Page 19: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/19.jpg)
Nissan – Aeroporto – 2008
![Page 20: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/20.jpg)
J&B – Prateleiras – 2008
![Page 21: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/21.jpg)
TMN – Bluestore – 2008
![Page 22: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/22.jpg)
Orange – Audience Entertainment - 2009
![Page 23: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/23.jpg)
Realidade Aumentada
Habilidade de sobrepor IMAGENS VIRTUAIS sobre VÍDEOS CAPTADOS em tempo real de uma forma coerente.
![Page 24: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/24.jpg)
RA + PDV
![Page 25: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/25.jpg)
RA + Online
![Page 26: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/26.jpg)
RA + Online + Redes Sociais
![Page 27: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/27.jpg)
RA + Eventos
![Page 28: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/28.jpg)
RA + Outdoor
![Page 29: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/29.jpg)
RA + Home
![Page 30: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/30.jpg)
RA + Mobile
![Page 31: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/31.jpg)
E agora?
![Page 32: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/32.jpg)
O digital se integra ao tradicional.
Pepsi – Anúncio Digital na Revista
![Page 33: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/33.jpg)
O físico vira interativo.
Ynvisible: patente YDreams
![Page 34: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/34.jpg)
O virtual invade o real.
Mascote Virtual
![Page 35: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/35.jpg)
Realidade Aumentada com input 3D.
Patente Ydreams e Canesta
![Page 36: Cadbury Workshop Digital](https://reader033.vdocuments.site/reader033/viewer/2022052622/559484631a28ab63198b46ae/html5/thumbnails/36.jpg)
It’s not about technology, but lifestyle.