ephec

Friday 25 March 2011

Our Mission

Proximity BBDO wants to become the preferred agency for companies

which already value the importance of future proof and result driven communication,

and make other companies aware of the importance of it.


AdNerds

The Radically Digital Division of Proximity BBDO


Let’s talk advertising!…


The old consumer decision journey

many brands

fewer brands

final choice

BUY


Advertising = pretty simple


Paid Media


STOPPING

POWER


SPRAY AND PRAY


Today’s consumer decision journey

considerevealuate

enjoy

BONDadvocate

THE LOYALTY LOOP

BUY


Advertising = not so simple anymore


Owned Media! Factories

! Offices

! Retail Outlets

! Packages

! Website(s)

! …

Created Media! Programs

! Events

! Contests

! …

Earned Media! Blog

! Twitter

! Facebook

! Natural Google Ranking

! …

Paid Media! TV

! Radio

! Ads

! Posters

! Banners

! …


Customers are looking for companies whose beliefs align with theirs


Our job today:

! First, discover a brand’s idea, its beliefs

! Orchestrate the behavior of the brand so that every time it touches somebody, they are getting the kind of information that helps them LIKE, TRUST and RESPECT the brand


Not so simple anymore but, hey, who doesn’t like a challenge!


And things are getting even much more interesting…


Yes, there are brands out there who don’t work with advertising agencies and simply earn all their media.


It’s not what you sell, it’s what you stand for.


It’s about treating your customer like someone who means something to you.


A good concept doesn’t necessarily mean nice copy and imagery


Albion’s Oven, 2-4 Boundary Street, Shoreditch,London


Relevance has become king


Craig W.✓Mayor of Berkeley Station✓Loves to travel,has the jetsetter badge,

as well as the gym rat badge

Craig W.✓Mayor of Berkeley Station✓Loves to travel,has the jetsetter badge,

as well as the gym rat badge


14% rode BART more because of their interaction

with 4sq

BART has simply given its customers a better experience.

43% had recommended a destination near BART

38% were having “more fun”

23% earned frequent rider badge

19% rode BART because of a 4sq recommendation

17% connected with friends


And what kind of work does Proximity BBDO come up with?


Earned Media: Cécémel Snowball Fight


Wat zijn de resultaten?

437.992 visitors Unique visitors: 276.496

94.010 registraties

406.053 sneeuwbal-gevechten, 13.037.853 sneeuwballen gegooid

401.124 uitnodigingen


Real World Case: Free ING Lion Account


1. Strategy


2. Creative


3. Hotshop


3. Metrics


farm2011.be


THX!


ephec

Business

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missionproximity bbdo