digital striptease: michael leander keynote presentation at digit13 in karachi, pakistan
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Michael Leander presented the keynote Digital Striptease: Cannes Exposed at the annual DIGIT conference in Karachi. It was organized by Pakistan Advertisers Society and attended by 250 of the top Pakistania brand marketers, advertisers and agenciesTRANSCRIPT
Digital Striptease: Cannes ExposedMichael Leander – [email protected]
This slide deck is from a keynote presented by Michael Leander at the DIGIT 13 in Karachi,
Pakistan on 30 October 2013
Say hello on Twitter
See pictures from the conference here
Advertising is an environmental stripteasefor a world of abundance.
Marshall McLuhan
Many a small thing has been made large by the right kind of
advertising.Mark Twain
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
See this video here
German Coast Guard is an example of a highly efficienct TV Commercial turned viral.
Connect and share
• www.marketingtelly.com (all videos there)
• www.michaelleander.me
• Facebook.com/michaelleandernielsen
How successful was this?See video here
Michael on Twitter: @michaelleander On Facebook: facebook.com/michaelleandernielsen
Now that you know that The Guardian was the
advertiser behind the film –shout out what you think of
this effort
How do you winat Cannes?
ParticipateCreate an amazing awards
presentationDon’t exaggerate
Participate in many awards categoriesUse terminology the judges
understandDeliver tangible proof
What sways judges?
Anything easy to understand and/or easy to like (emotional appeal)
Too much emphasis
• Big Idea
• Never done before
• WOW factor
• Merit of agency / brand
• Oddballs
Not enough emphasis
• Return on Marketing Investment
• Consumer insight
• Measurement and proof of the pudding
• Integration
• Good use of data
• Flawless execution
Campaigns exposedexplored
Put this on a blank sheet of paper
Your full nameYour company nameYour email address
Campaign 1ADAR
Same for campaign 2,3 etc.
Meet Good ‘ol AIDAA = Attention (Awareness)
I = Interest
D = Desire
A = Action
R = Recommendation / Share
Here is how you are going to judgeAward points from 1 to 10 for each
Attention = Did it catch your interest quicklyInterest = Did it spark an interest in the product
Desire = Did it make you want to own the product or learn more about the product
Action = Is there a clear CTA – Call to Action ?
Recommendation/Share = Did the campaign leave you wanting to share and/or recommend the message/product?
Example
Your full nameYour company nameYour email address
Campaign 1A - 7D - 4A - 8R - 2
Michael Leander with the book winner
Campaign 1: Uniqlo Lucky Counter
• Global retailer from Japan
• Twitter driven campaign
• Dynamic pricing linked to volume of Tweets
• Objectives
– Exposure
– Sales
Budweiser – warmer is cheaper
Now vote
Your full nameYour company nameYour email address
Campaign 1A -D -A -R -
Digital cannot fix all problems See video here
To connect on Linkedin use [email protected]
In digitally mature markets,
25% of all consumers prefer paper over digital
across all demographics.
Think about matching channel with stage in the buying process
Campaign 2: 0 Views
• Uruguay
• Amnesty Int.
• Campaign seekedto rise awareness about violence at child birth
• A problem area which no one knew existed
• Strong PR effect
0 Views Campaign explained – seevideo here
Tweet: Which recent Pakistani campaign impressed you most #digit13
Now vote
Your full nameYour company nameYour email address
Campaign 2A -D -A -R -
Campaign 3: Oreo
• Oreo
• USA / Global
• 100 days of trending stories
• Facebook, Pinterest, Twitter, microsite etc.
Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key #digit13
Experiences generates contentGood content gets exposure & eyeballs
No more 80%
The matter of words
@michaelleander paying for good copywriting is like good ________ #digit13
From building brands to taking stands
From earned media to earned business
People want to understand the “how” and the “what”
People want simple & Clear language
Connect and share
• @michaelleander (Tweet and say hello)
• www.michaelleander.me
• [email protected] (email & say Hi)
• www.Facebook.com/michaelleandernielsen
Digital Striptease: Cannes ExposedMichael Leander – [email protected]