SIZE of IDEAofIlya Petrov for Strategy Deck

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ILYA PETROVdigital strategicplanning director

STRATEGY DECKall strategy toolsin one deck — in one free app

S

4

Activation

M Campaign

L Platform

XL Brand

2 weeks

2-3 month

1-3 years

5+ years

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ACTIVATION

ACTIVATION

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Def.: One-time peace of communications

Watch out:

Background: Activations is activations. When you will create it you will know it. Activations are the atoms of communication universe. It responsible for delivering the right experience needed to change audience perception and behaviour. To achieve that start with choosing the right level of involvement. Right means exactly enough. The more complicated it will be the less people will participate.

IDEAS THAT IS TOO COMPLICATEDwill be interesting and convincing but will not attract enough audience to make visible impact on the business

will build awareness of your message but will not be convincing enough to change people behaviour

IDEAS IS TOO PLAIN

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CAMPAIGN

CAMPAIGNS

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Def.: Communication efforts connected with one goal that last for a medium period

Watch out: IDEAS THAT IS TOO BIGwill not be able to connect different peaces in one story

will not fit for all channels and will not last long enough

IDEAS THAT IS TOO SMALL

Background: Different campaigns have different goals. Sometimes you need to shout out one simple message, sometime go deep into emotions or explanations. So, there is no single answer to the questions how to make all channels work together. There are several ways to approach it — from repeating the same message across different media to amplifying the story with every new touchpoint. Think with open mind and choose wisely.

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Replication Interpretation Amplification

INTEGRATION TYPES

REPLICATION

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Def.: Copying one execution from the leading channel inline with media plan

E.g.: E-Zone (Eclipse)WHATCommercial about strangers having sex in the elevator because of Eclipse gum flavour was followed by the print representing key TV frame

“Key visual” approach to advertising is still popular in 2014 and loved by media agencies especially cause repeating the same execution drives good ad recall

SO WHAT

E-ZONE (ECLIPSE)

11TV Print

Refreshes relationship

INTERPRETATION

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Def.: Creating separate executions based on the same idea for existed media plan

E.g.: Unforgettable Kisses (Eclipse)WHATAnother Eclipse campaign connected intense gum flavour with kisses that will be remembered. Idea was recreated for every channel so we got pieces people didn’t link together even message and headline was the same.

Interpretation is the famous 360 approach. It’s good not just copy idea but give a twist that amplifies specific power of each channel. Just don’t loose the campaign feeling. And if you do it right it will be rather amplification than interpretation

SO WHAT

UNFORGETTABLE KISSES (ECLIPSE)

13PrintTV

AMPLIFICATION

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Def.: Idea that defines both executions and media connecting everything in a story

E.g.: Expedition (Eclipse)WHATEclipse (Axe of gums) send ordinary Russian guy all over the world to fulfil his sexual fantasies. TV campaign was implemented as his video diaries, magazine ads — journey reports, website — personal blog

Idea naturally leads to execution. Every channel gets addition role as a part of one story making media and message work together. The more contact points consumers will reach the brighter experience their will get

SO WHAT

EXPEDITION (ECLIPSE)

15Blog

Homepage

Interviews

Video diaries

}Guy goes around the worldto fulfil his dreams

COLOR ELECTION (M&M’S)

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Let’s elect the most popularM&M’s colour in the country}

Video manifests

Propaganda

Black PR

Online elections

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Replication Interpretation Amplification

INTEGRATION TYPES

Key-visual based Message based Story based

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PLATFORM

PLATFORM

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Def.: Large idea that is able to create synergy among different advertising campaigns

Watch out: IDEAS THAT IS TOO BIGwill not be able to create strong connection among campaigns

will not fit for all possible goals and will not work long enough

IDEAS THAT IS TOO SMALL

Background: Starting every new campaign from scratch sound like waste of resources and missed opportunities. Okay, you can feel long-term effect in growing brand value. But is there anything you can do more? Think about platform — something ideas, messages and icons that will travel across your communications from campaign to campaign and accumulate power of recognition and love. Media-wise good platforms could also accumulate audience so you will not need to pay twice for attracting the same people.

CHARACTERS

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Def.: Heroes that represent brand values and personality in all communications

E.g.: Spokecandies (M&M’s)WHATFamily of colourful candies with different characters playing in every M&M’s commercial

Representing the main idea of colourful chocolate fun M&M’s heroes become a recognisable part of world culture amplifying brand advertising efforts

SO WHAT

CONCEPT

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Def.: Main brand promise recreated in a shape of something else

E.g.: Axe Effect (Axe)WHATAxe promises guys all girls will be hung up on them. To deliver that message brand creates the Axe Effect — powerful representation of dream product benefit

Instead of looking for a new ways to approach product advertising Axe promotes how cool is Axe Effect meaning only one brand in the world could delver it

SO WHAT

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BRAND

BRAND

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Def.: Essential promise where product and future vision meet audience insights

Watch out: TARGETED TOO WIDTHit’s hard to become a strong brand staying relevant to everyone

brand will possibly not be able to get enough fans to survive

TARGETED TOO NARROW

Background: Brand is a set of values, experiences, associations and knowledge connected with product or company through identity elements. There are always two brands — the ideal one on marketing papers and the real one in consumers heads. Even when you do nothing people are thinking something about you. Main goal of branding is to control this thoughts and shape it in the image that will be most attractive for potential target.

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CARE GUIDE

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Event Story World

IDEAS TYPES

EVENT

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Def.: Something happening here and now

E.g.: Facexel (Diesel)WHATDiesel maked Facebook accessible from Excel interface to office workers staying safe while chatting with their friends

Even it has some promotion, it’s still one event you could participate in. Even if you will use it forever it will stay a one-time thing in terms of communications

SO WHAT

STORYDef.: Flow of connected events with trigger event, clear tension and closing

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E.g.: Daily Twist (Oreo)WHATOreo posted new picture daily on their Facebook page describing one topic that was hot at the moment

Something people could follow for a range of time. Even if there is no classical drama structure you have reason to wait for the next part of the campaign

SO WHAT

WORLD

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Def.: System of constants and rules where events and stories are happening

E.g.: Dentists in orbit (Orbit)WHATOrbit gum in Russia created a series of campaigns based on three characters of dentists traveling across the universe and fighting caries

It’s a world were is no natural tension, but it gives you a possibility to create new story every time with separate goals and flow being in line with overall concept and accumulating power of awareness and fans love

SO WHAT

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Event Story World

IDEAS TYPES

Activation Campaign Platform

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Spectator Shadow Creator

INVOLVEMENT TYPES

Hero

SPECTATOR

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Def.: Person follows what we want to tell without any influence on the story

E.g.: Epic split (Volvo)WHATVolvo creates the series of videos with live testing of their trucks. Most famous one is about Jean-Claude Van Damme performing split on a two moving vehicles

Even if videos are epic you can just watch them and that’s it

SO WHAT

SHADOWDef.: Person has no influence but the story is personalised by some personal data

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E.g.: Real Hero (Radiotjanst)WHATEvery TV owner in Sweden is obliged by law to register for billings. To promote that Radiotjanst launched campaign where everyone could became new hero of Sweden by integrating your photo inside the epic video

The only thing you can do is watch this but it’s way more exciting cause content is personalised with your and your friends images

SO WHAT

HERO

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Def.: Person is involved into story and can affect events but not the over-all flow

E.g.: Get the Glass (CMPB)WHATCalifornia Milk Processor Board created the interactive board game “Get the Glass” (for those who was already familiar with “Got Milk” idea) where the results depended on your participation

This campaign is not just fun to watch. You get the best experience by taking part in the action

SO WHAT

CREATOR

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Def.: Person co-creates the story with us and has huge influence on it

E.g.: DEWmorcrazy (Mountain Dew)WHAT SO WHATInstead of just brining new soda on the market Mountain Dew suggest their fans to create the drink of their dream — to choose colour and flavour of upcoming product

Even main flow of campaign is still directed by brand consumers have great control on what is going on and take full part in shaping the story

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Ilya Petrovilyapetrov.com

deck@ilyapetrov.com

Strategy Deck strategydeck.com

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SO THAT’S IT.