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BRAND BUILDING THROUGH CREATIVITY Eight Practical Recipes
A word Recipe Bookfrom our partnerRecipe Book
INCLUDING BUNS, BISCUITS AND OTHER DAINTIES. Recipe 01
Giving your consumers a creative taste sensation INCLUDING PRESERVES, MARMALADES, PICKLES Recipe 03
The power of online display in building brands INCLUDING JELLIES, CREAMS, FRUIT DISHES
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Developing social currency to give your brand a boost INCLUDING BOTTLING FRUIT AND VEGETABLES Recipe 12
Remembering the effectiveness of email INCLUDING SAUCE FOR FISH AND MEAT
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Branded content and sponsorship INCLUDING tHICK AND CLEAR SOUPS AND BROTHS. Recipe 23
Mobile and brand-building on the move INCLUDING cheese and egg dishes, salads and dressings. Recipe 30
AND TO FINISH ... HOW TO BUILD BRANDS ON A budget INCLUDING tHICK AND CLEAR SOUPS AND BROTHS. Recipe 34
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An introduction to brand building through digital creativity by Sean Singleton, Group Managing Partner, Skive
A brand is defined as much by its consumers
as it is by its marketing department. Consumers, especially when they group together, are a force for and sometimes against your brand. Digital is becoming the place where consumers can easily share what they say, think and feel about your product, service or company. It’s time to embrace their perspective and work with them to build your brand. Traditionally, marketing activity comes in short campaign bursts due to seasonal or budgetary factors. Try and build a pattern of brand communication over time that covers the periods when tactical
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campaigns are not at the fore. Digital, especially social media, alongside more traditional eCRM is an effective way of building a longer-term relationship. Recipe Book Recipe Book Skive, along with its sister agency, Soup, is an independent, digital creative agency based in London, UK.
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Skive’s team of 60 digital specialists develop strategies and create campaigns designed to involve consumers in a closer, more rewarding relationship with brands. To do this they combine the latest technologies with consumer insight, great ideas and the highest production standards, with a focus on effective results.
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Soon, all brands will know digital as well as they know TV and print. One of the main points of difference will be creativity. Using digital to create a great creative brand story across a matrix of channels is a way to stand out from your competitors. On that note, try new things. Often marketers are terrified of being involved in failure. You can learn as much from failure as you can from success. Digital is a good platform on which to launch and test a new creative approach without huge cost implications. It’s much more powerful when your brand advocates say how great your brand is rather than you saying it through advertising. Listen as well as talk: accept criticism (which most brands or companies are not used to) - even if unfair - and turn it into a positive thread of conversation. Finally, some of the best brands using digital are the ones that are the most active and the ones that are prepared to innovate and take risks. They are also the ones that are integrating digital into the heart of building their brand rather than simply appending it to the end of their latest campaign.
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A Creative Taste
Sensation Brand-building and creativity since the early noughties by the IAB.
DD The reason the IAB loves this industry so much is due to its simple refusal to stand still. The constant, unrelenting quest to make campaigns bigger, better and bolder, and the love of truly innovative ideas. To learn from what consumers respond to and what they don’t. To invite feedback and even get them involved in the creative process. This is what makes digital such an attractive creative prospect... advertising won’t always change the world, but for us, it sure as hell makes it a lot more exciting.
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The IAB Creative Showcase Awards (www.creativeshowcase.net) have been a serious source of fun for us, ever since they launched back in 2003. It’s been creative Book Recipe Bookthrough this gallery of great digitalRecipe that we’ve been able to enjoy playing with the best online and mobile work there is, spot the trends, and identify what’s really resonating with consumers. Creatives strive to create an emotional connection with their audience, this being the optimum way to boost those brand metrics and get consumers actually feeling something about your communications and your organisation. Over the years, there have been some significant stages of digital creativity, and the ways in which marketers have sought to engage with their audiences, making the most of the technology the medium had to offer. These stages, outlined below, provide the perfect introduction to what lives within the pages thereafter.
It began with a viral... Well, not really. Online display advertising, initially static and click-driven, has been out in full force since 1997. The 2003 Grand Prix winner of the Creative Showcase Awards was one of the most ‘interesting’ campaigns that we’ve seen, and came courtesy of the Viral Factory and Trojan condoms, with their ‘Trojan Olympics’ video (look it up!). We credit the late noughties as being the time when the social nature of the web emerged, but even in these early days consumers were eager to share great creative and enjoy the prestige associated with disseminating great branded content.
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Plate One: Trojan Condoms - Trojan Olympics campaign
Banners and thinking within the box But as broadband speeds quickened, digital creativity gained pace and the traditional online ad formats started to gain more ‘spark’ and became highly interactive. We know anecdotally that at the beginning, digital creatives found the small spaces afforded by online frustrating, but over time overcoming that challenge became far more rewarding. With expandable executions gaining momentum, interactions increased, and consumers began to forget about the horrible pop-ups that dogged the early days of online, and discover relevant, engaging creative that they actually wanted to sit up and pay attention to. This handbook will guide you through the plethora of creative opportunities open to your brand online, through social media, mobile, email and display.
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The Power
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Buying the right ingredients is as vital as cooking them in the right way. Here, Microsoft shows us how to use the right tools to create an increase in purchase intent.
DD The Background: Strongly targeted display advertising drew men aged 25-44 to a high performance microsite, where rich interactive content further strengthened engagement. When exposed to the full campaign, purchase intent for the target audience rose 34% with brand favourability up 20%.
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Objectives: Maximise exposure amongst men aged 25-44. Drive awareness of NIVEA’s new Silver Protect deodorant. Recipe Book Recipe of Bookkey product benefits. Raise awareness Increase brand favourability and purchase intent.
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Solution: Content – rich microsite combined fitness advice with interactive quizzes, online games and lifestyle features providing an involving environment for men, thus driving purchase intent. Profile and behavioural targeting technology and eye-catching branded display advertising built awareness and drew men to the site, optimising efficiency and delivering target audience.
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Results: • P roduct awareness rose by 12%. • Brand favourability increased by 20% amongst those members of the target audience exposed to the microsite. • Among the target audience who visited the microsite, brand favourability rose by 20% purchase intent by 34% and message association by 41%.
Plate Two: NIVEA’s Protect Yourself campaign
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If music is the food of love let Steak’s Summer’s hottest playlist play on
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Plate Three: Swiftcover.com & Steak - Summer’s Hottest Playlist.
The objectiveS: • Launched in 2005, swiftcover.com was the first ever online only car insurance provider, promising no call centres and low cost quotes within 60 seconds. It offers customers a quick, hassle free way to buy insurance and its revolutionary approach has made it an online success story. As part of its ongoing strategy of maintaining regular awareness and interest in a category/brand that is purchased once a year, swiftcover.com sought to engage with its music-loving audience through a fun, summer online campaign.
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The strategy: • Using social media as the main hub for the idea, Steak devised a campaign that tapped into a main passion point of the swiftcover. com audience; music, by developing a Facebook app and an interactive competitive challenge to social media fans to devise the “Summer’s Hottest Playlist”.
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• Absolute Radio DJs provided a master list of 75 tracks; links to Spotify provided the audience with an easy way to hear the tracks, as well as the chance to win a Spotify premium account Recipefor Booka Recipe Book year. • The iconic singer Iggy Pop, the face of swiftcover.com’s above the line advertising campaign ‘Get a Life’, helped with the tone of voice. Iggy was used in the display ads and on the Facebook page he gave voters the options to either vote “Sucks” or “Rocks” as they nominated their favourite tracks. • The winning top tracks were revealed to Facebook fans of swiftcover.com and the playlist became available to download from Spotify throughout the summer.
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Results: • During the 2 weeks that the campaign was live over 1,900 Facebook fans ‘liked’ the campaign page (400 more than the target number) and over 22,000 people voted for their hottest songs. • swiftcover.com now plan to extend the campaign as part of their digital strategy for the rest of the year, using Facebook as a hub for other seasonal promotions.
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Dwell on Brand research, by Microsoft. Creativity encourages higher levels of ad engagement Background: •M icrosoft Advertising has carried out some research into online ad engagement and what determines a good ad. They partnered with ad serving specialists Media Mind formerly Eyeblaster and measurement company comScore to carry out the research, taking a sample of high dwell campaigns and a sample of low dwell campaigns (20 in total) and compared their brand effectiveness. They have looked into
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the importance of online advertising for brand advertisers by demonstrating a clear link between online ad engagement and measures of positive brand impacts, both online and offline.Recipe Book Recipe Book
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Methodology: Total dwell scores are a measure of active engagement (rollovers, expansions, video plays, etc) with ads, combining the average time that users spend actively engaging with an ad with the proportion of users actually engaging in this way. To understand the impact of dwell on branding, Microsoft took a sample of high dwell campaigns and a sample of low dwell campaigns and compared their brand effects. The robust methodology ensured any positive brand uplift observed was due exclusively to the increase in dwell.
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In conclusion the research shows: • More dwell = more traffic. • Higher the dwell score an online ad achieves the more positive the consumer’s attitude and experience with the brand is. • High dwell campaigns are 70% more likely to attract visits to the brand site. • High dwell campaigns drive more traffic and more engaged users. • Creativity is key as well as ad format playing a crucial role in helping to give good creative the impact it deserves. • The core message for brand advertisers is to maintain focus on employing the correct tools and tactics in order to deliver higher levels of engagement, not necessarily an instant response.
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The chart below shows dwell scores and CTR for various creative formats, showing that there is no correlation between the 2 measures: Recipe Book Recipe Book 10
Jon Gibs, VP Media Analytics, Nielsen says creativity counts: ‘creative is about 70% to 80% of the effectiveness of advertising.’
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A: Video Strip B: Expandable Banner C: Push Down Banner D: Polite Banner E: Commercial Break F: Floating Ad
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Four digestible tips for brand advertisers from the Microsoft Dwell on Brand study: 1. Online brand advertising should be planned and executed distinctly from direct response. 2. Focus on creativity in advertising to drive engagement and build brands. 3. Use rich media to make full use of the online creative opportunities available. 4. Use dwell scores instead of click-through to measure brand campaign success.
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Chris Buckley’s tasty tips to building brands through social currency By Chris Buckley, Director, Headstream
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Social media is a lot more than technology. It’s a change in nature of the relationship held between people and the brands they love. What fuels this love is sharable content that is valued.
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Creating social currency isn’t easy, as the worth of the idea isn’t defined by the creator, but the community. So how do you create ideas that people want to share? Recipe Book Recipe Book 1. Work out the effect you want. Improved awareness or engagement, endorsement through social mechanics like joining or liking, changes in sentiment of share of voice, or to reach influencers? 2. Think about the type of currency. Social ideas fall into six categories; Utility, Information, Entertainment, Reward, Incentive or Personal Value. 3. Keep ideas simple. Where you can, surprise people by letting them do something they didn’t know they wanted to do. 4. Think laterally. Social currency can be location and time aware. It can move between platforms easily. It can be shared in the real world as well as in digital spaces. 5. Keep it grounded in something real. The ideas that fail are the ones that don’t solve a problem or meet a need or desire. If it doesn’t make sense, find another idea.
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Don’t let your social campaigns wither up like old prunes, add some spice to them with Skive’s Norway Your Way campaign Objectives The objective of the campaign was to increase the number of people choosing Norway as a holiday destination and raise awareness of what the country can offer. The campaign was also required to generate a large amount of User Generated Content that could then be used as marketing material – all without any ATL advertising budget. The target audience for the campaign was those who had previously travelled but had not previously considered Norway as a holiday destination. Skive and We Love Mobile devised a long-term social media strategy that created a personal relationship between the target audience and Norway.
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Strategy Skive / We Love Mobile ran a Recipe Book Recipe Book competition running across 5 European target markets to win a 10-day adventure holiday journey across Norway. Entrants were invited to create their own content inspired by Norway and upload it to a campaign microsite. They were then encouraged to post a link to their entry on social networks where their friends could ‘like’ their entry. The more ‘likes’ they got, the more chance they had of winning. Sponsors were also taken on board including Norwegian Airlines, Avis and Kodak. A teaser video was created that was viewed by over 15,000 people and was seeded across social media properties to create awareness as well as drive participation. Relationships were built with key influencers/bloggers whose coverage created a huge amount of exposure for the campaign. The “Norway Your Way” legacy has become a unique usergenerated guide to the country - compiled not by marketers but by real people talking about the country in a highly creative and accessible way.
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• 1423 entries across five markets, with 1500 shares on social networks. • 5 50 total units of conversation across 63 forums and 37 blogs. • The site enjoyed 31,413 views in the run up to the trip and average dwell time was 6 minutes.
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Skive’s delectable tips for using UGC: 1. Appeal to people’s vanity - their vanity may be more of Book an Recipe Recipe Book incentive than the prize itself. 2. Nail your Ts and Cs - make sure you’re completely covered. Prepare for the worst, it’s likely to happen. 3. Asking users to create content is a massive barrier to entry, so make sure the entry mechanic is user friendly. 4. Sharing is caring - Make sharing the UGC on social networks easy - if it’s hard users will be less likely to do it. 5. S howcase the benefits of entry: make the prize look amazing and attainable. 6. I t is the brand’s responsibility and not the social network’s when it comes to UGC. Make sure you protect vulnerable people and minors when doing so.
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Give your diner the ultimate taste sensation by using tried and tested methods courtesy of Arena Quantum
Plate Four: Domino’s - Pizza King & Pizza Queen
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Background: Our target audience was right under our nose! Our insight came from research that showed that the Recipebest Book Recipe Book opportunity for Domino’s was to extract greater value from existing customers, rather than growing market share in an increasingly competitive space.
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The objective: Create brand advocacy Given that we were intending to communicate with our loyal customer base, the objective became to mobilise our customers in to a community that celebrates their love for Domino’s Pizza!
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The strategy: Reward our best customers! We created a Superfans page on Facebook that rewarded the Pizza King and Pizza Queen, based on the number of additional fans they brought in on any given week. The celebrated superfans were given free pizza. We also created a widget that was downloadable to your Facebook page (or blog or other social network profile) that rewarded you if your friends bought pizza through you. Customers earned cash every time they encouraged pizza sales! Using blogger relationships, we generated so much PR coverage that it was picked up by Sky News, as well as national newspapers and hundreds of other blogs and publications.
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Results: Create brand advocacy The growth in fans since these social media strategies were put in place has been phenomenal, and it’s had a direct impact on the bottom line. The campaign also received coverage in both NMA and Social Commerce Today.
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Plate Five: Capital FM - Summer Ball
Target Audience: Regular listeners ‘love’ Capital FM. So when it came to spreading the word about Capital FM’s big annual music event, the Summertime Ball, they were the perfect people to turn to. Objective: We wanted them to help us attract new listeners in their thousands to the station. And their reward would be the chance to win tickets to the Summertime Ball. As avid social networkers, we knew they’d have no problem using their contacts to win these “rare as hen’s teeth” tickets for this sold-out event. Strategy: The challenge we set them was simple. Get 50 friends to view their unique page and a special image would be revealed. As the number of viewers increased, the image was enhanced a frame at a time until it was pixel perfect – including a unique competition code. Entrants needed to use all their social networking skills to recruit friends, and we gave them the simple mechanics to do it. Results: We created a buzz around the whole event with countless millions reached via Twitter, Facebook and communities across the web. This saw over 80,000 entrants recruit 256,000 friends to the microsite from 150 countries. And more than 1,800,000 page views.
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Remembering the
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Add that extra bit of zest to your next email campaign - Soup, Skive and CDA show us how.
DD Breakfast is the most important meal of the day, Soup show us how to create an irresistible first meal of the day with their ‘Wake up to Jordans’ email campaign The aim of the project was to develop and improve communications between Jordans and their customer base in order to: • Generate further awareness so that the target market notice and re-evaluate Jordans in order to build their relationship with the brand.
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• Communicate core food and nature values at the heart of the brand as well as expertise in the product category. • Build an email database thisBook as Recipe Recipe Book of core loyal consumers and use a media channel.
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The strategy: Soup believed that the key to the success of the campaign would be in mixing relevant content using an indirect method of informing and guiding rather than telling and preaching. In designing the Jordans emails Soup combined both form and function so that they were both creatively designed but also contentrich, which ensured the best chance of subscribers clicking through to visit the site and continuing a dialogue with the brand.
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Plate Six: ‘Wake up to Jordans’ email campaign
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Results: • Database targets were achieved within four months and the Recipewith Book strategy has enabled Jordans to have an ongoing dialogue Recipe Book their consumers. • eCRM has become a key driver for the business with an increase in sign-ups of 450% to the Jordans database since October 2008. • Approximately 20% of registrants click through from an email each month – 250% higher than the food industry average and 500% times higher than their previous CT. • Unique monthly visitors to the website increased by 510% in the first 5 months following the website re-design. Skives insights for creating a deliciously sweet email campaign with all the trimmings 1. Don’t make your audience work too hard - use strong imagery and well considered copy to keep email designs simple and to the point. Remember emails are often part of a conversation, not the whole dialogue. 2. B e creative with the content but get your message across - don’t be too cryptic or too clever. Remember the normal rules of conversation apply so talk to your database, not at them and learn what they like. Personalised content is always the best received. 3. E xperiment with timing - everyone likes a little variety so don’t stick to the same time every time. Test and learn when your database prefers to receive their emails. Grab their attention when they’re most likely to be considering your product not when they’ll be turned off, no one wants to hear about diet products on a Friday afternoon! 4. M ake the most of eCRM - it’s fantastic at recruitment, building loyalty and generating customer information, but it should be used as part of an integrated marketing campaign, not left to act on its own.
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Clare O’Brien, MD, CDA offers up her recipe for success on how to execute an effective email campaign
Recipe Book Recipe Book 1) INFORM, TELL THE STORY, BE HELPFUL It’s all in a line. Subject lines in someone’s busy inbox need to be practical not oblique (as tempting as it is to play with audiences, the inbox isn’t the place to experiment). Your subject line should take the recipient part way on the journey to whatever action you want them to take. 2) WORK WITH YOUR ‘FROM’ LINE If you decide to include your brand or company name in the from line, make sure that characters are not wasted by repeating it in the subject line. You can even get clever and combine your from and subject lines to tell a longer story. From: ABC exhibition registration desk Subject: Your ticket is waiting to be collected, John I n these two lines, you’ve named the brand, the reason for the email and personalised it. This is a keeper and it’s easy to find in the inbox. 3) PERSONALISE (BUT DON’T OVERDO IT) Use personalised information (such as name) in the subject line to confirm authenticity but only if it makes sense in context. Use other types of personalised information (geography, preferences etc) to hook into relevance. But be smart about it, sloppy personalisation habits will do your brand more harm than good. People trust you with their information. 4) EXPERIMENT There is no one way with anything in digital marketing. Learn what’s best for you, your brand, your style. For instance, perceived wisdom says 50 characters is optimum length - but that was before smartPhones and that was before some research said in fact subject lines as long as 140 characters could perform better. You’ll never know if you don’t try.
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5) LINK YOUR SUBJECT LINE WITH YOUR PRE-HEADER Preheader text is HTML text that appears before or sometimes within the header of anRecipe email. text’ Book it’s BookConventionally used as ‘whitelistingRecipe beginning to be used more and more to carry key information your main sales item, for instance. This is because in a smartPhone world, it’s often the most people get to see and it becomes your main ‘money’ shot. 6) MENTION IMPORTANT INFORMATION FIRST The subject line pane can be as wide or narrow as people choose. We say around 50 is the optimum character length, but it could be less if someone’s squeezed their pane shorter. Get your key facts in the first 20 characters to be sure. 7) IMMEDIATE ACTION REQUIRED You want people to do something? Book cheap airline tickets by midnight; Last seats available for conference; ‘Today only’ special offer. These kinds of subject lines instill urgency and people are more likely to act (and quickly) if you’ve delivered a deadline or tight window of opportunity. Beware of the year round Sale though - use this device sparingly. 8) KEEP FOCUSED If you want people to download a new whitepaper don’t use the subject line to announce your new product. Say it, keep people guided, manage their expectations and make sure the creative on opening doesn’t disappoint. 9) KEEP IT FRESH If you have a newsletter you regularly send out, say what’s in this issue and why it’s worth opening. The worst newsletter subject lines (oh yes, we see them daily) have subject lines like Newsletter 49. Really. 10) ALWAYS TEST Critical...never stop testing for spam and open rates. Ever. When you test, you learn. When you learn, you get better.
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Music and chocolate the perfect combination, created by Skive
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ObjectiveS: To cement Kit Kat’s association with music by bringing music to life in everyone’s ‘digital break.’
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Strategy: Skive developed a full digital strategy to support the objective and Bring Music To Life for their consumers. To drive sales, we utilised an existing but untapped channel in Augmented Reality and created a literal adaptation of bringing music to life that allowed users to listen to live music during their breaks. Users were driven to the KIT KAT website where they were taken on a musical journey using augmented reality via an on-pack promotion. Users could witness Scouting For Girls, the four times Number 1 hit band, perform by using their onpack marker to activate the augmented reality application.
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Results: Starting in September 2010, there was also a month of secret gigs, featuring Scouting For Girls, Hadouken, The Hoosiers and Book Recipe Book were promoted only a few daysRecipe The Mystery Jets. These before the actual gig via Facebook and Myspace. Each gig was streamed live so users could watch even if they couldn’t attend. The first of these gigs starred Scouting for Girls playing from Carnaby Street. It received over 22,000 web impressions and over 7,000 people stayed in the branded environment for more than a minute. The gigs were streamed on myspace and facebook at the same time, which is a new way of looking at the two social media platforms who were previously seen as competitors but now as two platforms reaching different target markets. Through this campaign, KIT KAT communicated its ‘Have A Break’ core message and engaged its loyal consumers and a wider audience by using some of the most up to date digital capabilities - something that FMCG markets have traditionally been slow to embrace.
AIS London take us through how they created a meal fit for a king with their Rugby from Twickenham, live in 3D campaign
Plate Seven: AIS London - Live in 3D campaign.
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Target Audience: Rugby fans on O2.
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Objective: With tickets to England’s games at Twickenham sold out, O2, sponsors of England Rugby, had a problem. How to give customers a Priority experience, without actually being at Twickenham.
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Strategy: Our answer: to create the world’s first live 3D sports broadcasts in cinemas. We were determined to make match days as social and entertaining as any day at Twickenham. So we turned cinemas into mini-stadia, complete with free beer, St George’s flags and 3D glasses. A prematch film whipped people into a frenzy. And a real-time Twitter feed became an integral part of the match commentary with viewers in the cinemas tweeting their questions and thoughts to the commentators. Matches became more than just broadcasts. They were shared experiences for O2 customers. Naturally, we expected there to be a high demand for this unique experience. So our communications deliberately stoked the excitement. On YouTube, a dedicated 3D Rugby channel showed reactions. And a special website showed off the technology, and allowed O2’s Priority-registered customers to buy tickets.
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Results: The results of the world’s first – and biggest – live 3D cinema sports broadcast were phenomenal. Generating PR coverage that equated to £2.4m of equivalent media spend. Best of all though: 20,000 customers singing, drinking and sharing an amazing experience.
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Graham Hodge, Director of Branded Content and Creative Services from LBi, shows us how to create that sweet taste ofBook success with seven tips for branded Recipe Book Recipe content 1. Ask yourself ‘Why?’ Branded content shouldn’t be an end in itself – what problem is it going to solve? 2. Shred the 30-second ad script Anything, from a tweet to a TV series, could be the perfect format for your branded content. 3. Give people something good Content should offer quality entertainment, useful information, or both. 4. Go easy on the brand-cheese Overt branding can kill content – product placement might be the better plan. 5. Remember they’re people Content works best when brands talk like human beings not brands. 6. Think dialogues not campaigns Content can be a great conversation starter so make sure you’ve got plenty to say. 7. Send it on its way Help content find its audience via YouTube, blogs, Facebook groups, SEO – you name it.
Profero and COI talk Frank and integration The Background: To create an informative, impartial and genuinely interactive digital experience for teenagers where they can seek advice on drugs and drug use.
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Recipe Book Strategy: To create a pivotal point for an integrated campaign journey for the target audience that effectively and realistically brings to life the effects of cocaine. The site provides an immersive environment where users can set the record straight about the effects of cocaine. A richer journey was created to resonate more with the target audience. The use of the above the line character “Pablo” provided a cohesive integrated, cross-platform campaign. The microsite consists of five respective areas focusing on various physical, psychological and legal ramifications of cocaine use. The use of video and photographic content conveys a sense of gritty realism the audience can identify with. Recipe Book
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Results: • 200,000 unique visits in first month. • 500,000 unique page views. • Increase of total FRANK website traffic by 50%. • 400 shares of the site across social media channels. • Average basement journey of 6 minutes.
Plate Eight: Frank advice on drugs campaign
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Agency Republic show us how to whip up a storm in the kitchen with their Killzone2 campaign
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Plate Nine: Agency Republic - Killzone2 campaign
Background: After 4 years development, Killzone 2 was finally ready to be unleashed on the PlayStation 3. Killzone 2 with an increase in hostile enemies, environments and more life or death moments. Agency Republic wanted to take that proposition and explode it out across the online world.
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Strategy: Agency Republic wanted to provide gamers with a truly unique and interactive experience for the launch of Killzone 2. Agency Republic thought that using a game to advertise a game would be very polarising. Some gamers would love it, some would hate it, but few could ignore it. A key objective was to do something different, engaging and intelligent, something that reflected the quality of the real Killzone 2.
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Solution: Killzone 2 web game was created to let the user hunt their foes across the entire internet Recipe Book Recipe Book and even destroy the sites they encounter them on. The game allowed the user to recruit friends to play as a team and take on the rest of the gaming world. The webgame was initially seeded to a primary hardcore gamer audience through non paid-for blogging channels before a paid-for viral seeding plan of the promotional video extended the reach of the campaign to a more mainstream gaming audience. This directed players to killzonewebgame.com where they downloaded an app for their browser plug-in for either Firefox or Internet Explorer that turned the entire web into a virtual battleground with enemies from the game liable to strike at any time. Their cursor turned into a crosshair, their mouse into a weapon and their browser into one big Killzone.
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Results: • Over 120,000 people visited the site (30,000 before any paid-for seeding started). • Over 14,000 people registered to play the game and more than 80,000 battles were fought (25,000 battles before any paid-for seeding started). • Our webgame video was seen by more than 250,000 people. • Killzone 2 was the number 1 title on launch across all formats, with 115,000 unit sales (UK). • It was PlayStation’s fourth fastest selling game ever in the UK.
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Mobile
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Indulge in these succulent treats created by Nick Shadbolt, Account Director, CandySpace, to help you build your brand through mobile:
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1. THINK BEYOND APPS - brands have many tools at their disposal including mobile sites, SMS, MMS, video, QR codes that can be leveraged to create highly innovative campaigns 2. P LATFORMS - if you go down the app route, think beyond Apple’s platform. Creating apps that will work across multiple handsets will enable a much greater number of consumers to engage with your campaign
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3. MAKE IT VIRAL - add sharing functionality (mobile or via social media) to campaigns to drive viral engagement. 4. PERSONAL ISBook BETTER - mobile is a highly personal channel Recipe Book Recipe – where possible personalise content and messaging. 5. INVESTIGATE THE LATEST DEVELOPMENTS - the mobile world evolves quickly (iAd, foursquare, iPad anyone?) and mobile campaigns can take advantage of new technology to create a really immersive experience. 6. S OMETIMES ‘SIMPLE’ WORKS - using mobile features we all take for granted in a different way can elicit the all-important “Wow! You’ve got to check this out” response. 7. ADOPT A MULTI-CHANNEL APPROACH - creativity can be achieved by using mobile to cleverly integrate different elements of a media plan. For example, Candyspace’s Supernatural campaign for Virgin Media TV used mobile to provide content and experiences for fans via TV, mobile, online (including social media and display), outdoor and experiential communications. 8. CONSIDER MOBILE IN THE PLANNING STAGES - all the truly creative campaigns have been devised as a result of early stage planning. 9. BRIEF A SPECIALIST AGENCY - specialists have extensive ‘tried and tested’ knowledge and will be able to advise on how to get the best of each mobile format. 10. BE BRAVE!
IAB and Nationwide show us the perfect combination with online and mobile Introduction: With over 18m people a month using the mobile internet, and 39m using fixed line internet, it is clear that both media have the scale and reach that advertisers are looking for, providing brilliant opportunities to build brands. The IAB proved that mobile display
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works for brand building using Kit Kat as a case study in 2009- when respondents were exposed to mobile banners spontaneous awareness of the brand went 36%. But what happens when a campaign Recipe Book Recipeup Book runs across both online and mobile? In order to understand this, and inform advertisers how they can use both media to build their brand, the IAB commissioned another study looking at the effect of display advertising across both online and mobile on some key brand measures.
q
Overview: • The campaign ran across 5 operator portals, Sky (online and mobile) and MSN (online and mobile). • The study is the biggest online and mobile study to date and provided Nationwide with a crucial insight into their brand that they didn’t have before.
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Strategy: • Polled 875 mobile internet users after a Nationwide Building Society display campaign ran across operator mobile sites, MSN and Sky portals.
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Conclusion: • The study proves that awareness went up even more amongst those that saw ads on both online and mobile. • The research shows that relevance and positive user experience is key when approaching and considering your target audience. • It highlighted the fact that irrelevant advertising was the top reason for not clicking on an ad and it was 6 times as effective for precise targeted ads. • Recognition of the brand more than doubled if the site was good and user friendly as well as this click through rate trebled.
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BRAND Building THROUGH CREATIVITY
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• Mobile can build awareness and is more effective when used with online. • Targeting users Recipe Book Recipewith Bookrelevant ads is critical. • User experience is paramount and being associated with quality sites is key. • Mobile can play an integral part in helping to build brands awareness. If the ad is relevant people are more likely to remember it
e
e
Prompted recognition of nationwide mobile advertising
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+38% 26
TOTAL
601,927
Not in purchase window for home insurance
In purchase window for home insurance
Awareness went up even more amongst those that saw ads on both platforms
e
Source: M:Metrics, Inc.
e
NATIONWIDE SPONTANEOUS BRAND AWARENESS (in context of home insurance) 1st mention
+ 50%
Total Spontaneous 2
10 7
%
33
15
% change since pre wave
1
3
PRE WAVE
POST WAVE
Source: M:Metrics, Inc.
10
601,927
8
7
4
2
1 Not seen any Nationwide campaign advertisng
3
6
Seen Nationwide mobile banner advertisng
Seen both mobile & internet advertisng
And to finish...
Recipe Book
Recipe Book
How to
BUILD
BR
S D N A on a
Budget
“Oh yes you can!”, Skinny Cow, Skive
DD
OBJECTIVES: Skive were commissioned by Nestlé to introduce Skinny Cow’s hot chocolate and new ‘Oh Yes You Can’ slogan and position to digital users in a playful and exciting way. A key element for this campaign was that it had to be delivered on an extremely tight budget.
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STRATEGY: Our solution was revolutionary for Nestlé. A branded Facebook page was proposed as the main hub of the through-the-line campaign as
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BRAND Building THROUGH CREATIVITY
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large numbers of the Skinny Cow’s target audience were already there, making it the ideal space to connect with them. It also enabled us to create and capture more Recipe Book Recipe Book the buzz of a microsite but in a much cost-effective manner. Skive created 3 unique pieces of content for the hub to engage with the fan base that had been developed. A naughty ‘Confession Book’ encouraged fans to share their daily confessions, a fun ‘Cowculator’ tool to help them decide whether it was worth splashing out on those guilty purchases and ‘Collectible Cow’ which aggregated fashion, holiday and beauty content from the web. All of which was housed within Facebook. Once the fan base had reached the 30,000 mark, we wanted to reward the fans. This gave birth to the “Swap Shop” and “Skinny Dip” fronted by Kelly Brook and supported the Marie Curie Cancer Care trust. What engaged fans the most was an offline version of the Swap Shop which brought the campaign to life by bringing fans together to take part in some good old fashioned retail therapy. The online event mirrored this but could be accessed from the comfort of fan’s home computers. Utilising the tagging mechanic of Facebook, we hosted 12 live “Skinny Dips” throughout the day that allowed fans to tag and win items of clothing. Over 14,000 unique visitors attended these live “Skinny Dips.”
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RESULTS: • Total page views – 393,170. • Confessions - 303. • Total interactions – 6,192. • Skinny Dip entries – 10,200 (in one day). • Total wall posts – 875. • Total comments – 1,583.
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Acknowledgements
Recipe Book
Recipe Book
With thanks to our partner
Thanks to contributors
k
Agency COI Republic Headstream AIS LBi London Microsoft Arena Profero Quantum Candyspace Soup CDA Steak
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If you really want to know about an agency, ask their clients –
‘‘ Skive have a great understanding of what is required to build a brand. Their passion, enthusiasm and expertise have been instrumental in the development of the KIT KAT brand within the digital world. ’’
Mark Simester, Senior Brand Manager KIT KAT
t: 020 7637 2704 w: skive.co.uk
t t t
The best recipes for
t t t
BRANDING THROUGH CREATIVITY Looking for some creative inspiration? Want something to whet your audiences appetite? Open up and take a look in this carefully crafted book and be inspired, educated and informed. Whether using creativity to build brand awareness or further engage with your target audience, this little book will present you with tried and tested recipes guaranteed to maximise your creative efforts and build your brand through a host of online disciplines including display, email, social media and mobile. From all Booksellers, or from the Publishers,
IAB, 14 MACKLIN STREET, London, WC2B 5NF www.iabuk.net • tel 020 7050 6969 info@iabuk.net