4th Edition – Briefing

07.10.2014

Welcome to all of you

– Ephec Louvain-La-Neuve & St-Lucas Gent

– Howest West-Vlaanderen & St-Luc Liège

– Erasmus Hogeschool Brussel & St-Luc Bruxelles

The principles of the COTT

A practical exercise to learn how it is like to– Work together with creatives & marketers in a bi-lingual context– Work on a real life client briefing– Develop an integrated communication strategy & campaign– Present your recommendation in a convincing paper

A chance to pimp your case at an agency– Only for the 5 best papers– The Jury gives scores online & debates afterwards

Only 1 chance to win the Clash of the Talents– For the most convincing recommendation & presentation– Everybody is invited to learn from the Top 5 teams– The winning team gets a stage at goldenpages.be and Happiness

A talented jury

- Laurent Lejeune, Chief Marketing Officer pagesdor.be- Emily Fransen, Communication Manager goudengids.be- Karen Corrigan, Founder/CEO Happiness Brussels- Els Raemdonck, Strategic Director Happiness Brussels- Niek Eijsbouts, Creative Director Happiness Brussels- Philippe Fass, Creative Director Happiness Brussels

Referees:- Terry Focant, CCB- Johan Vandepoel, ACC

Agenda

- Background on goldenpages.be.

- What is INDOMO?

- The briefing on INDOMO.

Presented by : - Laurent Lejeune, Chief Marketing Officer pagesdor.be- Marlies Vangeel, Product Manager Mobile Products goudengids.be- Hans Smets, Group Account Director Happiness Brussels

Who knows what goldenpages.be is?

Enrich Content

Extend Reach

Facilitate Transactions

History

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goldenpages.be started 40 years ago as the printed directory

If you needed to find the phone number of a company, the “Gouden Gids” or “Pages d’Or’” was the reference where you would look. Companies were mentioned for free in it. Or if you paid for a bigger advertising space, you had a bigger change to get noticed, compared to your competitor with a smaller advert.

Enrich Content

Extend Reach

Facilitate Transactions

History

8

goldenpages.be evolved and went along with the technology

Over time, Golden Pages became an online brand : goldenpages.be and kept track with the new technologies and made the data (phone numbers, addresses,…) of the book also available in the digital tools.

Enrich Content

Extend Reach

Facilitate Transactions

History

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goldenpages.be became less and less the top of mind for “search”.

Enrich Content

Extend Reach

History

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Different campaigns were launched to make people use goldenpages.be again and make the brand top-of-mind when they were trying to find a company in the neighbourhood.

Enrich Content

Extend Reach

History

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Focus of goldenpages.be today

Enrich Content

Extend Reach

Facilitate Transactions

Vision and mission

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We want to fill the unaddressed need from Belgian SME’s for a “one stop shop” marketing offering provider.

Market positioning

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Developing the 4 dimensions of our value offering, we are becoming a true “one stop shop” Digital Marketing agency.

Value offering

online mobile print

Directory productsDirectory products

• Top 10 Belgian websites

• Av. 7,8 mio visitors per month.

• Over 5mio downloads

• Personalized dashboard features

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Non-Directory productsNon-Directory products

Onlne & Mobile offering

• Nr1 website builder in Belgium

• Over 25.000 websites build.

• Over 30.000 mobile clients.

Websites (desktop / mobile)

Personalised apps

Bannering

Company videos

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Traffic & Services offering

Traffic & Services offering

Traffic

SEO

SEA

Bannering

Company videos

Services

Social Media Campaigns

Reputation Management

Dialog : Direct Marketing

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VerticalproductsVertical directory products

A Table / Aan Tafel Indomo

• Over 133.000 downloads.

• Av. 48.000 visitors per month.

• Nr 1 Restaurant application.

2. What is InDomo?

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What is InDomo?

• A vertical directory• Inspirational app for people who are

about to renovate or build a house.• You can browse at random through all

pictures.• You can select your style and create an

own “idea book”• You can contact directly the companies

you’re interested in.

goldenpages.be has a big “building vertical plan”

Become the first building partner for both users and advertisers at any stage of the building lifecycle

– Ideation and inspiration (InDomo app)

– Price calculation of building projects

– Expert advice on Do It Yourself projects

– Helping in emergency situations

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Key Target Customers (Segmentation)

Segmented approach to better meet the specific communication needs

Conception (InDomo)

Construction & Maintenance (Price calculator)

Maintenance & Emergency (Price calculator)

Decoration (InDomo)

Value Proposition – Building Vertical

Context

User journey

InDomo will evolve towards a cross-platform portfolio for advertisers and hence a single source of inspiration for users

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Evolution

Short term Long term

Advertiser

Portfolio on appPut your realizations on the tablet app and make sure the pictures

are added to your Facebook page

Cross-platform portfolioPut your realizations on the app (all screens) and make sure the

pictures are shown on your Facebook page, MySite or own

website, Twitter feed or AppStar

UserInspiration

Users get inspired by the images in the app

Single source of inspiration

InDomo will become the central hub for adding, sharing and finding

inspirational images

Platforms Tablet app

Multi-screenTablet app + Smartphone app +

Browser (Desktop/Tablet/Smartphone)

Launched in Feb 2014

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Evolution

Batibouw stand

Contest to users & advertisers

Newsletters

3. The briefing

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1. BRIEFING QUESTION

HOW CAN WE STIMULATE BELGIANS

TO DOWNLOAD INDOMO

AND USE IT FOR INSPIRATION WHEN

BUILDING OR RENOVATING A HOUSE?

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2. TARGET GROUP USERS

General marketing target group

- All Belgians who are considering or are already planning the construction or renovation of a house, apartment, …

- All Belgian who have a mobile device (tablet or smartphone)

- No regional differences : North – South – Brussels

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2. TARGET GROUP

Communication target group

- People who use glossy decoration magazines to get inspired for construction or renovations.

- Female and male- Active users of social media- 25-35yo- Professional active- Social class 1-2

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3. CAMPAIGN TIMING

- We would like to communicate in February-March during the Batibouw period.

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4. KPIs

5. Increase downloads of the InDomo application, from 14.500 downloads today with 5.000 extra organic downloads.There are 2 ways to generate downloads for an app :

1. Non-Organic/Bought : You show a banner to your target group at the right moment, in the right context (like a website, another app,…) This has an average cost of €8 / download.

2. Organic : You build a story through which people get interested in the advantages of your app and download it spontaneously.

2. Increase of time spent on the application.From average 130 picture impressions to average 160 picture impressions per visitor per session.

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5. MEDIA AT DISPOSAL

- Owned database of 300.000 opted-in goldenpages.be users- Owned database of 1.500 opted-in InDomo users- Owned database of 562.000 opted-in goldenpages.be advertisers, of

which 800 are InDomo advertisers- Facebook page with 10.000 fans (N/S)- 330 sales reps every day on the road in Belgium- Bannering on all goldenpages.be sites

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6. BUDGET

-€ 50.000 all in : creation, production, media

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7. MANDATORIES

- goldenpages.be style guide (will be shared by mail)- dynamic and young tone of voice, as you would expect

from an online marketing company.

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8. EXPECTATIONS FOR THIS BRIEFING

We expect to see a presentation that contains 2 pillars :

- Plan of attack for the InDomo user communication

- Provide a media-approach (not a detailed planning) with traditional channels (glossy magazines, bannering) and guerilla marketing.

Example

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An example of what the out takeof this briefing could be :

Aan Tafel / A Table

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Why a resto app?• Verticalisation is a significant

opportunity • Restaurant is key• Nomadic consumers are looking

for mobile tools to search (locally), choose, book, rate & review on the go!

• The ideal platform to bring users & restos together!

Launch: business & communications objectives

Become the undisputed mobile leader in the Belgian restaurant segment

• Maximize awareness• Generate dowloads • Generate usage • Take a share of heart

• In order to create a strong user basis

• Attract as many restaurants as possible on the app

• Confirm the innovative drive of goldenpages.be

The overall campaign concept

Campaign methodology

The idea

Stimulate downloads

& usage through a

campaign

offering meals

to less fortunate

10 points = 1 meal

Download the application! 1pt

Book a restaurant in the app 1pt

Review / quote the restaurant 1pt

Share on your social networks 1pt

TraditionalTraditional media media

5 dimensions

Non-traditionalNon-traditional media media

Social Social responsibility responsibility

Celebrities Celebrities eventevent

Internal mobili-sation

Internal Internal mobilizationmobilization

Traditional media

580 adds

2 weeks

6 mio people

Restaurant DM

Table kits

in restaurants

Non-traditional media

A ‘growing table’

on owned media

Wi-Fi hotspot table

in 3 key stations

Social responsibility

Celebrities events

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eventsbig cities

OstendBrussels

Liège

3 Michelin stars7Top chefs5

Ambassadors320 DecInternational Human Solidarity Day

Internal engagement

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Record-breaking results

+ A strong creative concept

+ A mix of traditional & non-traditional media

= We became the undisputed mobile leader in the Belgian restaurant segment

1 month’s time42k downloads*

(*) objective: 30k

Massive press attention

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Next steps

-Minimum 4 students -Half from the marketing school, half from the creative school-Half Dutch speaking, half French speaking

Form your team and give it a name

-Rules teachers-Logos, pictures teachers-All your questions : send 1 mail/team to marlies.vangeel@goudengids.be

Work!

-Short case film (max 3 min)-Situation analysis-Strategy-Media choice-Creative concept and art work

Submit to the jury

- Short case film (max 3 min) = F, D, E- Situation analysis = F, D, E- Strategy = F, D, E- Media choice = F, D, E- Creative concept and art work = French AND Dutch

Languages

www.clashofthetalents2014.be

Where to submit?

1. Strength of strategy, based on research & insights

2. Campaign relevance, originality and degree of integration

3. Realistic & achievable tactics & media choice

4. Argumentation to prove effectiveness

Online judging criteria

-The 5 finalists get a chance to pimp their cases with 5 agencies-To come up with a ‘lean and mean’ strategy-To fine-tune their creative recommendation-And to practice their presentation skills

If selected, pimp your case

-Everybody is welcome -Live presentation (20 min max)-Judging-Announcement of the winning team

Final judging

-10/11/2014: opening website-28/11/2014: deadline for entries cases-05/12/2014: announcement 5 shortlists-08/12/2014 – 17/12/2014: shortlists pimp cases-18/12/2014: final presentation & selection winners

Timing

Enjoy !