ADVERTISING STRATEGY REVOLUTION THE @arthurcalefe ARTHUR CALEFE ADVERTISING STRATEGY REVOLUTION @arthurcalefe SEP.2014
Dec 06, 2014
ADVERTISINGSTRATEGYREVOLUTION
THE
@arthurcalefe
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I HATEADVERTISING
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Arthur Calefesenior planner @ R/GA
’02 ’06 ’10 ’11 ’12 ’13
PRODUTEC JUMP! E/OU SUNSET W+K R/GA
Designer &Tech assistant
Planner Planner Head of Innovation
DigitalStrategist
Senior Planner
#tech #advertising #direct-mkt#digital
#direct-mkt#digital#social#advertising
#digital#social
#digital#social#products & services#advertising#mobile
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TRADITIONALVS. DIGITAL
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AUDIENCEVS. USERS
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TRADITIONAL + DIGITAL =AUDIENCE+ USERS
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TRADITIONAL = ATTENTIONDIGITAL= INTERACTION
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TRADIGITAL
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http://bit.ly/XDfyMB
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BIG DATA
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CRM, PRM, DIRECT MKT,LEADS, RELATIONSHIP.
BIG DATAOLD
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CLOUDS, MULTIPLE SCREENS,CONNECTED DEVICES.
BIG DATA
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IT’S TO ABOUT NUMBERS. IT’S ABOUT BEHAVIOR.
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EVOLUTION THROUGHUSER BEHAVIOR
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“We have our data,and we know that audience will whatch that series.We don’t need pilot.”– Reed Hastings, CEO Netflix
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NETFLIX- USAGE FREQUENCY
- PREFERENCES OF GENDERS
- TYPE OF DEVICE
- HOW MANY PEOPLE USE THE SAME SERVICE
- WHO ARE THE FAVORITE CHARACTERS
- INFLUENCER FRIENDS
STRATEGIC INSIGHTS
CONTENT BASED ON BEHAVIORS
RECOMMENDATION THROUGH AFFINITY
MORE USERS PER ACCOUNT (FAMILY VERSION)
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EVERYTHING YOU DO ON ANY DIGITAL PLATFORM LEAVE A FINGERPRINT.
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“82% of global consumers believe that companies collect too much information about them.”– Adobe, junho de 2013.
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REAL/DIGITAL IDENTITY
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BRAZILIAN MARKET IS NOT READY FOR CHANGES
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RIO NEXTEL- FAVORITE SPORTS
- SERVICES USAGE FREQUENCY
- MORE INTERESTING SUBJECTS
RUNNING, YOGA, PILATES, SKATE, SURF, VOLLEYBALL, SOCCER.
- FAVORITE EVENTS TO PARTICIPATE
STRATEGIC INSIGHTS:
SERVICES BASED ON BEHAVIOR
UNIQUE BENEFITS FOR ENGAGED PEOPLE
NEW SERVICES
EXCLUSIVE EVENTS FOR PARTICIPANTS
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THE BATTLE OF COURTS- FAVORITE PLAYERS
- SPORTING PRODUCTS
- SOCCER ORIGIN
- PREPARATION BEHAVIOR
INSIGHTS ESTRATÉGICOS:
PRODUCTS RESPECTING INDIVIDUALITIES
PLATFORM TO HELP ATHLETES TO BE THE NEXT NEYMAR
STORIES THAT MAKE OUR TARGET FEEL LIKE HEROES
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http://bit.ly/XDdswc
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http://bit.ly/XDdDaV
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www.timbeta.com.br
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BETAS TIMFun
ChallengesBenefits
UnderstandIdentifyRecognize
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RECOMMENDATION
ATITUDE CAMPAIGNS
QUALIFIED PEOPLE
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CROWDSOURCING
RECOGNIZE
PLAY THE GAME
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SERVICE COMMUNICATIONPRODUCT
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WHAT’S NEXT?
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TIM BETA- INTERNET USAGE, VOICE OR SMS
- SOCIAL NETWORK AFFINITY
- FAVORITE APPS
- SOCIAL INFLUENCE
STRATEGIC INSIGHTS:
MORE BENEFITS TO REWARD ENGAGED PEOPLE
PRODUCT TRIALS BEFORE LAUNCH
USER GENERATED CONTENT (UGC)
CHANGE THE GAME ACCORDING BEHAVIOR
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BEHAVIOR.NOT TECHNOLOGY.
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EVERY OBJECTWILL BE CHANGED.
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“In 2009, there was 2,5 billions of connected devices, most of it personal eletronics like cellphones and PCs. In 2020, will be 30 billions of connected devices, most of it products.”– Gartner, october 2013.
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NOT ONLYPERSONALDEVICES
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BIG DATA WILL CHANGE OUR LIVES, OUR WORK AND THE WAY WE THINK ABOUT THINGS.
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WE’RE IN THE CONNECTED AGE.
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Brands
Consumers
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MEDIA
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Top Down:Say things
“Big” Idea
Outdated thinking
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Modern thinking
Bottom Up:Do things
Brand Behaviors
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TRADIGITAL
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Tradigital
Platforms
Brand Behaviors
Messages
“Big” Idea
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Captureintention(utility)
Createintention(stories)
The Whole Idea
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Um novo jeito de acompanhar seu progresso e ser motivado
Make it count
Brand Territory
PerformanceNike Fuelband:Life is a sport
The Whole Idea
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Blablablameter: measure and recognize
the social influence
Your social lifeworths it
Brand Territory
InfluenceTIM beta:For those who have a lot to say
The Whole Idea
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R/GAdisruptswhen put data as a fundamental part of business.
Agency
CompanyConsultancy
Earned Data
AGENCY
COMPANYCONSULTANCY
EARNED DATA
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http://bit.ly/1uNZIfh
“If you’re not innovative you’re just expensive.”– Bob Greenberg, Founder/Chairman/CEO, R/GA
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WHAT DO YOU WANT TO KNOW ABOUT YOUR CONSUMER?
START WITH DATA:
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