ldd southern summit 2013 - adido - creating perfect marriage between offline & online media
DESCRIPTION
Let's Do Digital Southern Summit 2013TRANSCRIPT
Creating a perfect marriagebetween offline & online media
Emma AstonDirector, Adido Communications
Laura CanningsSenior Lead Creative,Adido
How doesa great brand marriage happen between on and
offline?
CREATING A PERFECT MARRIAGE BETWEEN OFFLINE & ONLINE MEDIA
SO, WHAT MAKES A GOOD MARRIAGE?
COMMUNICATION
SIMILAR GOALS
UNDERSTANDING
COMPROMISE
EQUALITY
APPRECIATION
PASSION
BUT HOW DOES IT ALL BEGIN?
I SEEMED TO HAVE LOST MY NUMBER, ANY CHANCE I COULD HAVE YOURS?
YOU MUST BE TIRED BECAUSE YOU HAVE BEEN RUNNING THROUGH MY
MIND ALL NIGHT...
SO HOW DOES THIS “COURTSHIP” APPLY TO A BRAND I HEAR YOU
ASK?
WELL…
SHARE A COKE CAMPAIGN
STEP 1 : ATTRACTIONSTOP, STARE, THINK
ABOUT YOUR NEXT MOVE
STEP 2 : CONNECTIONFLIRT, TRY IT ON, KEEP
OPTIONS OPEN
STEP 3 : COMMITMENT & LOVE
YOU DON’T PLAY THE FIELD ANYMORE!
WHY DID THIS WORK?
CREATIVITY
SIMPLE, FUN, PERSONAL
RESULT ...
EMOTIONAL CONNECTIONLOYALTY
STRATEGY
PLANNED, ACTIONED, CROSS MEDIA
RESULT ...
HIGH IMPACT
SYNERGY
SAME BRAND, SAME TONE, SAME MESSAGE
RESULT ...
NO BRAND DILUTIONNO CONFUSION
A HAPPY BRAND MARRIAGE
BUT, SOMETIMES IT DOES GO WRONG...
WHY DO BRANDS BECOME “DIVORCED” WHEN
COMMUNICATING ON AND OFFLINE?
#POWEREDBYPIZZA
IT WAS A GREAT IDEA
BADLY EXECUTED
STEP 1 : NO COMMUNICATION
STEP 2 : NO CONNECTION
STEP 3 : NO INTEGRATION
A CLEAR DIVORCE HAS HAPPENED!
DIVORCE COSTS...WHAT WENT WRONG?
OFFLINE AND ONLINE DIDN’T TALK TO EACH
OTHER
NOW IT’S YOUR TURN...
WE WOULD LIKE YOU TO SELL A BRAND TO US THROUGH ON
AND OFFLINE DATING ADS
PLEASE CREATE...
A TWEET(140 characters)
A FACEBOOK STATUSA NEWSPAPER ADVERT
PICK ONE PLEASE
NEWSPAPER ADVERT
Hi all I’m looking for someone to share some healthy time with. I love children and being sociable, but want someone to share these special times with. Hope you can help x
FACEBOOK STATUS
TWEET
WYSIWYG – HEALTHY, FUN & LOVELY #LOOKINGFORLOVE
PICK ONE PLEASE
SO, IN SUMMARY...
ENSURE YOU USE ALL RELEVANT MEDIA IN YOUR
CAMPAIGNS
MATCH ALL MESSAGING AND TONE OF VOICE
DO NOT ALIENATE YOUR AUDIENCE
STAY HAPPILY MARRIED