b&t mad week - tv tech crunch

TV TECH CRUNCH

WHAT IS tech crunch? TVC’s given the tech treatment by three of Australia’s leading

digital agencies & NAKED.

Why are we doing this?

Because all communication is now

interactive

Because Action changes attitude

faster than attitude changes action

Action = sales

interactivity the mechanism we need to embrace

Chewy-Chews experiment Test differences in brand affinity effects between online consumer-brand

interactions Results: those asked to write a

comment to share via Facebook demonstrated a significant

increase in positive brand affinity

Interactive experience

An Interactive experience model

Core ad idea

Who are we addressing? What are the engagement insights?

Three ads three ways in

Immersion in narrative

Three ads three ways in

Contextual interactions

Three ads three ways in

Alternative perspectives

Now, Over to the work

Immersion in narrative

“Go Rhonda!”   “Rhonda is Mine” “Hot like a Sunrise..”

Digital campaign integration… •  Easy •  Affordable •  Versatile

Second-Screening allows consumers to

•  Dive deeper into the brand •  Unlock extra information •  Contribute to the story

Walk with Mahalia.

What we want to overcome.

Wouldn’t it be great?

But not like this.

So what about here.

And here.

And here.

And here.

And here.

And here.

Wrapping UP

PSYCHOLOGY + TECHNOLOGY =

INTERACTIVITY