emakina @ multi mania 2007 - vw escapetv
DESCRIPTION
Discover VW EscapeTV, the first TV-channel in podcasting format.TRANSCRIPT
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Emakina – EscapeTV
Multi-Mania 2007 Presentation
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Agenda
FuturePresentPastWhy
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The Why
Multi-Mania 2007 Presentation
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Before we talk about marketing…
Let’s talk about
SEX!SEX!
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Excitement in relationships
Thrill
Time
ONE NIGHT STANDONE NIGHT STAND
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Excitement in relationships
Thrill
Time
ONE NIGHT STANDONE NIGHT STAND
CLASSICAL MARRIAGECLASSICAL MARRIAGE
7 Year itch7 Year itch
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Excitement in relationships
Thrill
Time
ONE NIGHT STANDONE NIGHT STAND
CONTINUED EXCITINGCONTINUED EXCITINGRELATIONSHIPRELATIONSHIP
CLASSICAL MARRIAGECLASSICAL MARRIAGE
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Big-bang or multi-small communication efforts?
ImpactTrafficTOM
Time
Highly noted big bang event..
… but failing to connect over time
Carefully planned multiple step campaign…
… yet running out of steam because it lacks ambition
Single shot marketingSingle shot marketing
Best of both worldsBest of both worlds
… with end result determined by your ambitions
Very impactful and accessible communication
… repeated over time
with increased
impact
Long term campaignLong term campaign
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Multiple events, year roundMultiple events, year round
Positioning VW-TV vs Salon-TV
CommercialImpact
Time
Time
MarketingImpact
VW-Entertainment-TVContinuous dialogue
VW-Entertainment-TVAudience impactVW-SalonTV
Mass event
VW-SalonTV Quickly forgotten
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The problem
The big internet Your industry You
Your customersand prospects
How to make people come to your site?
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Reasons of traffic
Except for Coca-Cola.com, few people spontaneously visit a site.
People find your site via essentially two techniques: People search and find
google, msn, yahoo, goldenpages, …
People discover and explore while browsing a topic, a forum, a news article, …
Depending on the study, traffic via search engines is about 50%. Referrers account for 10-20%. Emails and word-of-mouth account for 20%. Rest is direct links (bookmarks) and spontaneous traffic.
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Today’s facts
The big internet Your industry You
Your customersand prospects
80% of content on the internet is written by
non-professional people = USER GENERATED
CONTENT
Only 20% is written by professionals (and
shrinking every day)
The chances that a user arrives on
user generated content is far higher than professional sites
YourCompetitors
YourCompetitors
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Capturing traffic
The big internet Your industry
Your customersand prospects
You
The solution: you have to penetrate the “other”
world and make a “path” to your site, to make your
site a bigger “target”
YourCompetitors
YourCompetitors
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Driving traffic
The big internet Your industry
Your customersand prospects
You
Well planned steps to bring people to your site via
informal means: classical marketing but also “new”
marketing
Brand focusedcar related traffic
1
2
3
Unfocused tyre related traffic
Unfocused tyre related traffic
Unfocused car related traffic
YourCompetitors
YourCompetitors
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Our target
Search Engine Optimization 2.0 Marketing Innovative marketing
= SUCCESS
You receive a bigger “hand” and you can “catch” more traffic
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EscapeTVEscapeTV
Concept > Components
VW.BEVW.BE
EventsEvents
ProductsProducts
ParticipationParticipation& Recruiting& Recruiting
VideosVideos
ClubClub
ServicesServices& Tools& Tools
EmailEmailNewsletterNewsletter
GamesGamesEventsEvents
Thematic approachThematic approachM
US
IC
SP
OR
TS
Dis
trib
utio
n T
ools
Dis
trib
utio
n T
ools
PodcastPodcast
WebWeb
RSSRSS
BlogsBlogs
PortalsPortals
SMSSMS
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What do you do?
When you are faced with: High costs of television production budgets… Increased advertisement regulations Target audience that is
Decreasing TV consumption…More and more onlineWants to be entertained
Bring television online but distribute it everywhere Broadcast 24/24 not just a paid for timeslot
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The « EscapeTV » Concept
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The « EscapeTV » Concept
• EscapeTV is a truly innovative multimedia dialogue platform to support real life events for a car brand destined for 18/30 year olds
• Escape is a TV show, a magazine, a channel, a community, a club, a tribe...
• Escape is about freedom, entertainment, music, movies, cars, fun, cool stuff, culture, life.
TV
Video
Real life events
Community
Web
PodCastE
SC
AP
ET
V.B
E
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Concept > Top level view
ExperienceExperience DistributionDistribution ServicesServices
Multimedia magazine to support real life events for VW brand
Distribution via• web• dvd’s• nightshops,• podcasts, pspcast,• Streaming • GSM, • Blogs•….
Dialogue services- Interaction- Voting- Influencing-Contribution
Progressive registration model
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Blended media
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Blended media
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Concept > Content delivery
SportsSports
MusicMusic
FamilyFamily
Episode 1 Episode 2 Episode … Episode N Your interests
Your preferredcontent formats
Streaming
Mobile phone Magazine, flyers
Newsletter
SMS
WebsiteiPod
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Communication Plan
Media
Time
Offline
Online
Flyers
Press Relations
Podcast, Webcast
Streamed WebTV
VideoClubs DVD
Magazines
Agenda
Portals
Posters
Dealers
Showrooms
Clubs
Calendar
REAL LIVE EVENTS
Emails
VW Clubs
E-Zines
Concours
Forums
TargetAudience
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Just in time & First in Belgium/EU/…
Extracts from Hugues Rey (FastBridge) ACE Presentation
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Changing times
“Technology and the digital medium are allowing this to happen.The benefit from the advertiser's standpoint is the level of interaction with the brand.It's becoming part of your life.”
(John Rich, Interactive Creative Director at TM)
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Is our target ready to consume Video on Internet
YESYESThey are - are you?
They are - are you?
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Yes, but is Belgium ready too?
New ways to consume the TV- news
A simple search on VRT in Belgium gives the following results
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What makes Belgium ideal?
The highest penetration of
broadband in Europe, even more so with
target audience
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How do they connect?
Broadband (well established) vs wireless (fast rising)
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Do Escape TV match TV consumption?
Yes
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The Past
Multi-Mania 2007 Presentation
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Last year we promised you jobs in our casting contest
LIVERevealRumour Casting
Last year
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Remember?
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Finalists and winners
Close but no cigar! The winners
The FR beauty
The NLbeauties
boys
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The Present
Multi-Mania 2007 Presentation
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Internet
Server Side
Database &Integration
Client Side
Why Adobe?
Rich Internet Applications Flash Player client is a
standard browser plug-in Flash .swf data is passed over
http Flash Remoting provides an
optimized connection between the Flash client and the Application Server
DBDBDBDB
Application ServerApplication ServerApplication ServerApplication Server
Web ServerWeb ServerWeb ServerWeb Server
BrowserBrowserBrowserBrowser
.html.cfm
.swf
.xml
FlashClient
FlashRemoting
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Rich Interactive Architecture
WebWebServerServer
WebWebServerServer
CommCommServerServer
CommCommServerServer
ApplicationApplicationServerServer
ApplicationApplicationServerServer
internet
InteractivityInteractivityInteractivityInteractivity
CommunityCommunityCommunityCommunity
SiteSiteSiteSiteGames
Interactive chatVideo streaming
RegistrationsContribution
Branding
MailMailServerServer
MailMailServerServer
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Adobe Architecture
internet
DBDBServerServer
ColdFusionMXColdFusionMX
ServerServer
WebWebServerServer
FlashCommFlashCommServerServer
Flash MXFlash MX
NetConnectionNetConnectionNetServicesNetServices
Flash remotingFlash remoting
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Products Used
Adobe Flash Player 8 Flash Communication Server
1.5 Flash Remoting ColdFusion Dreamweaver
Others IIS 5.0 SQL Server 2000 FFMpeg Webtrends
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The Appreciation
Multi-Mania 2007 Presentation
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Some awards won
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Paper magazines talking about their e-competitor
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Newspaper Headlines
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The Future
Multi-Mania 2007 Presentation
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One tiny problem surfaced…
A click too far to A click too far to spontaneously interact…spontaneously interact…
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Wish list for 2007
blog! full screen video
more rss
gamesprizesSEX!SEX!
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VW Escape 2.0 > New look
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VW Escape 2.0 > New features > Flash 9
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VW Escape 2.0 > New features > Cool Contests
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VW Escape 2.0 > New features > Integrated blog
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VW Escape 2.0 > New features > RSS Sub Feeds
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Now what?
Multi-Mania 2007 Presentation
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Action
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We want you!
Sexy jobs (Senior) Flash Designers (Senior) Web Designers Web integrators Web developers Creative Consultant Information Architect and
Usability Consultant
Boring jobs ;) Project Managers Sales Managers …
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Motives to join the Emakina team
“Ik geloof dat Emakina de top is in België qua design en
ontwerp van websites en ik zou graag deel uitmaken van
zo'n succesteam.”
“Because you are the King in web agencies in Belgium”
“Your list of clients including great names such as Proximus, Accenture, Coca-Cola… Audi has incited me to apply immediately.”
"Emakina is a solid company with a clean, professional profile. Its'
methodologies are sound, and I share the company values. The work is innovative, beautiful and meets its
directives. It would be an honor to work with such a talented team."
« Connu comme un acteur important de l'e-business en Belgique, Emakina possède une multitude de clients
ayant chacun des challenges bien spécifiques à relever. Cette diversité apporte une stimulation, des échanges
d'idées qui ne peuvent qu'améliorer la créativité. »
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Emakina is well known on market
Approfondir mon expérience au service d'une des plus grandes
société de WebDesign de Belgique.
Emakina provides the right atmosphere to nurture ones growth both in technology as well as in mind.
« Evoluer au sein d'une structure, d'une organisation professionnel et ce avec un
esprit d'équipe. »
“Werken bij Emakina is ook groeien naar de toekomst aangezien er een
mogelijkheid is voor constante bijscholing.”
I used to dream about making this stuff. At Emakina, I could
get the chance to build it. That's pretty great!
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More Fun
Approfondir mon expérience au service d'une des plus grandes
société de WebDesign de Belgique.
The variety of customers and of projects, the need to learn, the need to
grow and to work with motivated teams, and a million other reasons!
“I want to put a dingin the universe.”
« Le désir de travailler pour une société qui a fait ses preuves sur
le marché de l'Internet. »
A FRIEND TOLD ME ABOUT THE SITE, I FOUND IT INTERESTING. I KNOW EMAKINA WILL
HELP ME GET A JOB!
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http://www.emakina.com/jobs/
Multi-Mania 2007 Presentation