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Brand Building & Creativity in Mobile Nick Shadbolt
What is mobile creativity? Tip 1: Insight + Reward Tip 2: Think multi-channel Tip 3: ‘Simple’ works Mobile creativity Agenda
Mobile creativity What is mobile creativity? Discovery Planning Strategy Game-changing ideas Hijacking attention Delivering choices
Insight +Reward = Experience Mobile creativity Tip 1
Tip 1: Insight + Reward Gain Insight Mobile’s limitations Interpret mobile, media, social habits Factor into creative executions
Tip 1: Insight + Reward Think about the reward Experiences are vital! Mould campaigns around audience behaviour
Tip 1: Insight + Reward Fanta Gimme Me Credit
Apply technology to audience groups & behaviour Reward the consumer with an experience Tip 1: Insight + Reward The take-home
Think multi-channel Mobile creativity Tip 2
Tip 2: Think multi-channel Provide the best experience SMS & banners ads are rarely engaging Focus on connecting & enhancing all parts of the media mix using mobile
Tip 2: Think multi-channel Mobile + Outdoor
Tip 2: Think multi-channel Supernatural, Virgin Media TV Challenge:reinvigorate fan passion for Supernatural and let them know season 5 is coming Insight: audience avid consumers of content; platform agnostic
Tip 2: Think multi-channel Supernatural, Virgin Media TV Solution: Create a narrative running across all platforms Provide content & experiences via every exposure to brand advertising
Tip 2: Think multi-channel Mobile connects your real + virtual worlds
Tip 2: Think multi-channel Conspiracy for Good + Nokia
Tip 2: Think multi-channel Coca-Cola Israel
Consumers don’t think about channels in isolation Place mobile at the centre of a campaign Work out how it can create a great experience at every touchpoint Tip 2: Think multi-channel The take-home
Sometimes ‘simple’ works Mobile creativity Tip 3
Tip 3: Sometimes ‘simple’ works SMS: Nike + LiveSTRONG
Tip 3: Sometimes ‘simple’ works SMS: Why not involve the audience?
Tip 3: Sometimes ‘simple’ works Voice calls: Mars / COI / Icon Films
Tip 3: Sometimes ‘simple’ works Location: How can you use data in a story, experience? Create something useful?
Tip 3: Sometimes ‘simple’ works Send to Friend functionality: Social media immersion What’s the creative hook? Reward content distributors
Tip 3: Sometimes ‘simple’ works Personalisation: Nike iD
Sometime’s ‘simple’ works! Features we take for granted can be hijacked to create exciting experiences Create an experience that everyone can enjoy, in some form Tip 3: Sometimes ‘simple’ works The take-home
Nick Shadbolt Account Director Nick[dot]shadbolt[at]candyspacemedia[dot]com Candyspace Any questions?

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Brand Building & Creativity in Mobile (Candyspace Media)

  • 1. Brand Building & Creativity in Mobile Nick Shadbolt
  • 2. What is mobile creativity? Tip 1: Insight + Reward Tip 2: Think multi-channel Tip 3: ‘Simple’ works Mobile creativity Agenda
  • 3. Mobile creativity What is mobile creativity? Discovery Planning Strategy Game-changing ideas Hijacking attention Delivering choices
  • 4. Insight +Reward = Experience Mobile creativity Tip 1
  • 5. Tip 1: Insight + Reward Gain Insight Mobile’s limitations Interpret mobile, media, social habits Factor into creative executions
  • 6. Tip 1: Insight + Reward Think about the reward Experiences are vital! Mould campaigns around audience behaviour
  • 7. Tip 1: Insight + Reward Fanta Gimme Me Credit
  • 8. Apply technology to audience groups & behaviour Reward the consumer with an experience Tip 1: Insight + Reward The take-home
  • 9. Think multi-channel Mobile creativity Tip 2
  • 10. Tip 2: Think multi-channel Provide the best experience SMS & banners ads are rarely engaging Focus on connecting & enhancing all parts of the media mix using mobile
  • 11. Tip 2: Think multi-channel Mobile + Outdoor
  • 12. Tip 2: Think multi-channel Supernatural, Virgin Media TV Challenge:reinvigorate fan passion for Supernatural and let them know season 5 is coming Insight: audience avid consumers of content; platform agnostic
  • 13. Tip 2: Think multi-channel Supernatural, Virgin Media TV Solution: Create a narrative running across all platforms Provide content & experiences via every exposure to brand advertising
  • 14. Tip 2: Think multi-channel Mobile connects your real + virtual worlds
  • 15. Tip 2: Think multi-channel Conspiracy for Good + Nokia
  • 16. Tip 2: Think multi-channel Coca-Cola Israel
  • 17. Consumers don’t think about channels in isolation Place mobile at the centre of a campaign Work out how it can create a great experience at every touchpoint Tip 2: Think multi-channel The take-home
  • 18. Sometimes ‘simple’ works Mobile creativity Tip 3
  • 19. Tip 3: Sometimes ‘simple’ works SMS: Nike + LiveSTRONG
  • 20. Tip 3: Sometimes ‘simple’ works SMS: Why not involve the audience?
  • 21. Tip 3: Sometimes ‘simple’ works Voice calls: Mars / COI / Icon Films
  • 22. Tip 3: Sometimes ‘simple’ works Location: How can you use data in a story, experience? Create something useful?
  • 23. Tip 3: Sometimes ‘simple’ works Send to Friend functionality: Social media immersion What’s the creative hook? Reward content distributors
  • 24. Tip 3: Sometimes ‘simple’ works Personalisation: Nike iD
  • 25. Sometime’s ‘simple’ works! Features we take for granted can be hijacked to create exciting experiences Create an experience that everyone can enjoy, in some form Tip 3: Sometimes ‘simple’ works The take-home
  • 26. Nick Shadbolt Account Director Nick[dot]shadbolt[at]candyspacemedia[dot]com Candyspace Any questions?
  翻译: