Download - DOMINO presentation at Predicts Conference
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Zigurds Zaķis Strategic Planning Director, DOMINO BBDO
Darlan Moraes Jr. Creative Director, DOMINO BBDO
RIGA, September 11, 2008
DOMINO BBDO Predicts:
“Welcome to the age of PULL”
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Message We
Thecustomer
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Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
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The single biggest change
influencing our job
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Rapidly increasing number
of broadband internet users at home!
The single biggest change
influencing our job
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households in Latvia
will have Broadband internet access
in December 2008
~50%
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Broadband Internet access at home
changes many things
in our customer lives
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Getting Informationon issues they are interested in
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from: staying in touchTo: sharing
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Shopping
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video
Anno 2005!!!
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320 x 240480x360* (March 2008)
HD (up to 1280 x 720)
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TV created by viewers and users
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BBC response:
You choose when and what to watch!Create your own program. No ads.
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Why Pull?
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Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
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Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
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Constant Partial Attention
Economy
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TV
2003 2008
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+ + =
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Finding anything
Sharing anything
Ignoring anythingthat is not interesting or valuable
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Message We
Thecustomer
Push is dead!
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Welcome to the age of PULL!
Thecustomer
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The age of PULL:
What Pulls?
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1.Creating content
that customersseek or share
2.Designing
the value for customer
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2001 - 2002
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amazon
2003 - 2005 2004-2005
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Microsoft XBox360, 2007-2008
Honda “Hate Something”2006-07
Cadbury, 2007-2008
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Watcher Trailer
Event InvitationsGo Cards
Wall Screening Event
Teaser Trailer
Voyeur On Demand
HBOVoyeur.com
Watcher Film
Mobile Content
Ancillary Websites
Online Banners
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simple, single-minded ideas
(concepts)
that work across
different channels
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The Age of Mass Creativity
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2005
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Cadbury, 2007-2008
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3.
Designing
the value for customer
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Making his life
better, easier, richer
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Designing experiencesbroadband perspective
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Designing servicesbroadband perspective
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“.... the future of advertising
is great products that have
marketing embedded in them.”
Jeff Hicks
CEO, Crispin Porter + Bogusky
October 2006
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Agency: CP+B
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Design company: IDEO
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Agency: RG/A
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Agency: RG/A
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Agency: RG/A
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Agency: RG/A
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We all are in the business of
Designing the value
for customer
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Graphic design
Product design
Retail design
Designing services
Designing interfaces
Designing interactions
designing experiences
It is much more than just
graphic or product design
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Form,aesthetics
Function,functionality,
usability
Execution,implementation,
Engineering,materials
It is much more than just
aesthetics
Understandingcustomer
needs, wants and desires
Design
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Understanding
customer
Understanding
creativity
Understanding
business
Understanding
technology(execution, implementation, engineering)
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We all are in the business of
Designing the value
for customer
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1.Creating content
that customersseek or share
2.Designing
the value for customer
Summary
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“Welcome to the age of PULL”