marc connor - going for the gut: building emotionally satisfying digital experiences - sic2012

WE ARE POSSIBLE.

WE HAVE UNPARALLELED EXPERIENCE IN FMCG

A DIGITIZED, SOCIALIZED, MOBILIZED WORLD

SIC, OCT 23, 2012

@marcconnor

#SIC2012

AGENDA01 BRAND02 MARKETING03 DIGITAL CREATIVE04 HIGH INVOLVEMENT05 THINKING OUT OF THE BOX06 PACKAGING THE GOODS

WHAT ISA BRAND?

@marcconnor

@marcconnor

LOOK

@marcconnor

LOOKTONE

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LOOKTONE FEEL @marcconnor

LOOKTONE FEEL BEHAVIOR @marcconnor

WHAT IS THE IDEAOF GOOD MARKETING?

@marcconnor

INTERESTING

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DIFFERENT

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EFFECTIVE

@marcconnor

AGILE

@marcconnor

WHAT ISGOOD MARKETING?

INTERESTING.

DIFFERENT.

EFFECTIVE.

AGILE.

I

D

E

A

NyQuil & DayQuil help peopleeverywhere to never lose amoment to a cold. Vicks wanted to leverage its NFL partnership tohelp engage fans on Facebook.

So we challenged the nation’sfunniest, craziest, most fanatic NFL fans to prove they were the Vicks Most Dedicated Fan – nevermissing a moment of their team’s season.

VICKSMOST DEDICATED FAN

VICKS MOST DEDICATED FAN VIDEO

VICKS MOST DEDICATED FAN VIDEO

WHAT ISDIGITALCREATIVE?

@marcconnor

DIGITAL CREATIVE HOW DOES THIS WORK NOW?

COPY

DESIGN

AUDIO

VIDEO

HARD

WAR

E CODE

XP

DIGITAL CREATIVE HOW DOES THIS WORK NOW?

COPY

DESIGN

AUDIO

VIDEO

CHALLENGEPeople love popcorn. But there's a barrier that causes a lot of people to pass it up: They think it's full of trans-fat, sodium, and other unhealthy stuff. Possible Worldwide needed to dispel that misperception, and to tout the healthy benefits popcorn provides, like whole grains and no trans-fat.

ORVILLE REDENBACHER’SPOP CAM GAME

SOLUTIONWhat better way for people to engage in that message than through a unique game that mirrors the fun of the real snack. Introducing Pop Cam, the world's first mouth-controlled, social sharing game. Via a combination of facial recognition technology and augmented reality, people used their open mouths to control the game as they tried to catch popcorn on their monitors. As they munched, we delivered messaging about the healthy snack they were "eating."

RESULTSPlayers and the press alike took notice. "Likes" on Orville's Facebook page grew by 75% and, as word spread, press coverage did too, from ClickZ to All Things D. Games.com wrote, u ... lt's nothing like any Facebook game we've ever seen. nAnd people began to see popcorn in a whole new way, too.

HOW TO ACHIEVEHIGH INVOLVEMENT?

@marcconnor

THERE ARE NO LOW INVOLVEMENT BRANDS. ONLY LOW INVOLVEMENT MARKETING. @marcconnor

LOW INVOLVEMENT HIGH INVOLVEMENT

EMOTIONALLYCONNECTED

HIGH INVOLVEMENT THE EMOTIONAL CONNECTION

RATIONALLYCONNECTED

@marcconnor

LOW INVOLVEMENT HIGH INVOLVEMENT

EMOTIONALLYCONNECTED

HIGH INVOLVEMENT THE EMOTIONAL CONNECTION

RATIONALLYCONNECTED

HOW DO WE FOSTER HIGH INVOLVEMENT?…by solidifying the rational connection with the brand benefits and building the emotional connection with the meaningful brand behavior. @marcconnor

HIGH INVOLVEMENT THE EMOTIONAL CONNECTION

EMOTIONALLY CHARGED, HIGH INVOLVEMENT MOTIVATORS

EMPOWEREXPERIENCESTATUSPASSION

@marcconnor

PRILOSEC OTCOFFICIAL SPONSOR

CHALLENGEWe developed understandings of the landscape and today’s Mom by evaluating some of the best programs across the category and from our competitors while conducting several round of research, designed to better understand Mom’s thought process, mindset, desires, and motivations. Throughout this process, we most importantly learned that who a Mom was and what she wanted changed greatly as she evolved on her journey through pregnancy to birth and motherhood.

SOLUTIONWe created a program, where “due date” was the most important piece of information that we collected, because we used Mom’s due date to customize the information that we fed her across more than 80 weekly touch points. We revitalized an anemic CRM program into a highly robust multi-channel/cross-channel platform management marketing solution. We developed media-agnostic plans and creative ideas that were implemented across channels including web, online video, mobile, social, email, print, direct mail, and on premise (hospitals and medical offices).

RESULTSIn the FOLLOWING year OUR CLIENT’s sales reached a new record high and they regained the #1 position in the category.

IN THE NEWS…

ABBOTT NUTRITIONSIMILAC STRONGMOMS

CHALLENGEWe developed understandings of the landscape and today’s Mom by evaluating some of the best programs across the category and from our competitors while conducting several round of research, designed to better understand Mom’s thought process, mindset, desires, and motivations. Throughout this process, we most importantly learned that who a Mom was and what she wanted changed greatly as she evolved on her journey through pregnancy to birth and motherhood.

SOLUTIONWe created a program, where “due date” was the most important piece of information that we collected, because we used Mom’s due date to customize the information that we fed her across more than 80 weekly touch points. We revitalized an anemic CRM program into a highly robust multi-channel/cross-channel platform management marketing solution. We developed media-agnostic plans and creative ideas that were implemented across channels including web, online video, mobile, social, email, print, direct mail, and on premise (hospitals and medical offices).

RESULTSIn the FOLLOWING year OUR CLIENT’s sales reached a new record high and they regained the #1 position in the category.

HIGH INVOLVEMENT STORYTELLING

STORYTELLING IS A LINEAR NARRATIVE TO WHICH PEOPLE SURRENDER.INTERACTIVE IS NON-LINEAR. @marcconnor

HIGH INVOLVEMENT STORYTELLING

INTERACTIVE STORYTELLING DELIVERENHANCECONNECTINVOLVE

@marcconnor

CHALLENGECafé Pilon: A coffee brand born in Cuba with a huge cult following and over a century of tradition under its belt—but absolutely zero presence anywhere other than on the lips of its consumers. Our challenge was to build Café Pilon from the ground up, while capturing the rich history and pride that its loyalists have come to know and love over the years.

CAFE PILONA STORY OF SWEET NOSTALGIA

SOLUTIONUsing custom photography and stop-motion video, we created a cinematic, emotional experience illustrating the bittersweet life of the Hispanic immigrant—one that could only have come from our hearts, as immigrants ourselves. The story advances as the user engages, bringing very real, highly experiential moments to life, and conveying the connection that Café Pilon makes between their past and present.

RESULTSA combination of keen insights, creative vision, technology, and human emotion are what ultimately brought the debut Café Pilon website to fruition. What we created goes beyond storytelling—it captures the intimate connection between Café Pilon and the people who drink it.

What if you could donate not time, not money, but your breath…

If You Can Breathe, You Can Donate. Welcome to the Vicks Breathe for Life Pneumonia Project website, where by simply blowing up a virtual balloon, you make a breath donation, and help save the over 1.5 million children who die from pneumonia every year.

VICKSPNEUMONIA PROJECT

VICKS CAUSE VIDEO

VICKS CAUSE VIDEO

WHAT IS OUT OF THE BOX FOR FMCG?

@marcconnor

WHAT’S IN THE BOX?

OUT OF THE BOX

WHAT’S IN THE BOX?

OUT OF THE BOX

WHERE IS THESTORE?

OUT OF THE BOX

WHERE IS THESTORE?

OUT OF THE BOX

PACKAGING THE GOODS

@marcconnor

01 BRAND IS THE GUT REACTION TO YOUR BEHAVIOR

02 GOOD MARKETING IS AN “IDEA”

03 USE ALL 7 COMPONENTS OF DIGITAL CREATIVE

04 HIGH INVOLVEMENT = EMOTION & STORYTELLING

05 ASK THE 2 QUESTIONS TO GET OUT OF THE BOX

PACKAGING THE GOODS

@marcconnor

THANK YOU

OCT 23, 2012 SEATTLE CONFERENCE