E3 global insight magazine issue18

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Stories instead of images The new way of communication

The coolest trendsfor your communication

The magic moments of the business

Moving images

Changing the way we think

The global mega-trends

Everyone has a story to tell

e3 insights Global Insights Magazine

Issue 18 - Edited by SPS MARKETING 2014

WHAT’S PRINT? VIDEO: NOW, THAT’S MONEY!

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WE KNOW YOU KNOW. BUT… Moving images

are changing the face of corporate

communication.

The world is getting louder, more digital, and

steadily faster. The competition for attention is

harder than ever. Driven by the evolution of

ultra-fast data highways, a new way of

communication, which is more powerful than

any other channel before, is changing the face of

corporate communication; it’s fast, funny, and

offers fantastic possibilities: moving images are

conquering the world of marketing.

Cisco predicts that moving images and videos will

account for 69 percent of all internet traffic by 2017.

Alone, the traffic for Video on Demand is expected

to triple in the next three years. Already today, video

content is available on more devices than ever –

from the smart phone to the HD screen. You don’t

even have to be online to watch an extraordinary

variety of moving images. Simply use your tablet PC

in presentations and meetings.

While consumption cycles for TV and print media

are becoming shorter day by day, people spend

more and more time consuming short videos on the

internet. Web analytics show that popular videos

can generate an impressive 100 or 200 million views

within just a few months. It’s just the beginning of a

new era of communication. The screen is made for

motion images! How well are you prepared?

Augmented Reality

Augmented Reality applications are becoming more

and more popular and allow for a fascinating view

of products or for delving deep into technologies.

The real-world environment is supplemented by

computer-generated sensory input – the perfect tool

for tech shows or product presentations.

SPS MARKETING and MAGNA STEYR show you how

it’s done at the 2014 Geneva Motor Show. MAGNA

STEYR presented the issues lightweight and CO2

reduction based on the innovative concept car

MILA Blue – a modern, natural gas-powered lifestyle

vehicle in the A segment with a significant reduction

in CO2 emissions.

The augmented reality app provided visitors deep

insights into the technical highlights of the concept

car. Using 3D tracking, users had the opportunity to

discover relevant content.

“YES, BUTWE ALREADY

HAVE AN IMAGEVIDEO”

Moving images are changingthe way we think:

Pictures arereplaced by stories!

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We have the channels.

Where are the stories?

The secret of successful digital market today is:

CONTENT! CONTENT! CONTENT! Well-made videos

surprise the viewer, touch people emotionally, and

arouse fascination. Almost everyone can remember

the great interactive video "A hunter shoots a bear”.

Hardly any internet user could resist the global hype.

The advertised brand "Tipp-Ex" was discreetly in

the background, yet all the time present. Excellent

stories make it onto the cover of top magazines

or prime time news. People want stories. This is

marketing of tomorrow.

“YES, BUTWE ALREADY

HAVE AN IMAGEVIDEO”Have you ever thought about whether corporate

videos are actually effective? Nobody, absolutely

nobody, is interested in corporate videos (unless you

work for the company in question). This is certainly

a bad news for brand consultants but a good one for

creative agencies. People are fascinated by stories.

Even after many years, we still remember the plot

of our favorite movie or the main character of our

favorite novel. We love to share funny clips on

Facebook, to learn with tutorials on YouTube, and to

generate our own content to stay in touch with the

world.

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Most of the existing videos are boring.Be different. Don’t miss the latest,

the hottest, the coolest trends.

Cinemagraph

Cinemagraphs are fascinating photos, in which a minor and

repeated movement occurs thus giving the illusion that

the viewer is watching a video. Cinemagraphs are usually

published as GIF or video to be shared on Tumblr,

Twitter or Facebook.

“BUT WECOULDUSE STOCKMATERIAL”

Apps for Tablets

Apps can be used in many ways to save on printing and

distribution costs and to keep the content continuously

up-to-date. Tablets offer the ideal platform for corporate

presentations, product presentations or employer branding

content.

Smartphone Apps

Smartphone apps are great to make content available in mobile

form. They can, for example, represent the product portfolio

compactly, and usually incorporate additional features such as

a configurator, moving images or product information.

E Magazines

By this we don't mean flip page pdfs, but rather real

electronic magazines that integrate multimedia elements

into the layout, thus enabling a fascinating new experience.

One great example is the Red Bull Magazine:

b2b.redbulletin.com

Interactive 3D Animations

3D animations created from CAD renderings and gaming platforms are becoming

more common as tools for bringing complex products alive and showing

customers configurations or possible options for products. Users can zoom in and

out, “explode” parts, and get up close up to see how things work. These can also

be offered as play-through videos.

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More and more companies from all different industries are using moving images to present themselves at their best and provide fascinating insights into their worlds. Moving images are the perfect tool to show the heroes behind your stories to the outside world.

Agricultural/Chemical

Use it to showcase … the search for new ways and

ideas to improve the food supply of mankind.

Automotive

Use it to showcase … the passion of the engineers

behind the world’s coolest cars … whether on a

highway, a mountain road or coastal road.

Retail

Use it to showcase … goods and services and

introduce new brands using virtual catwalks or

store windows.

Energy

Use it to showcase … the pulsating lifeline for

economic growth and quality of life.

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Let peopleexperience the

magic moments of your business.

Biotech/Biomedical

Use it to showcase … the heroes of science who

tirelessly research for new cures and therapies – thus

giving hope to billions of people around the globe.

Building/Construction

Use it to showcase … the growth of the world’s

greatest megacities and skyscrapers that almost

reach the sky.

Food/Beverage

Use it to showcase … how food is an essential

lifeblood and source of delight for billions of

people worldwide.

Housewares/Furniture

Use it to showcase … comfort, style, and function

in people’s homes.

Industrial Equipment

Use it to showcase … the machines and engines that

run factories and power plants around the globe.

EVERYONE HAS A STORY

TO TELL

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77&DO’S DON’TS

The Do’s

1. Write a storyboard.

Every story starts with an idea. Feel free to think

in all directions but double-check during the

development phase to see which ideas can be

realized.

2. Put together a team.

Talented and dedicated people who give their

best can bring ideas to life. Work together with

experienced experts on every stage of production.

The Dont’s

1. Don’t be afraid of big ideas.

An unusual idea can be a refreshing change in a

conservative market. Too many brands present

themselves in a boring and interchangeable way. Do

not make the same mistake.

2. Don’t embarrass people!

Inappropriate ideas and stories, bad actors, and an

unprofessional production are a disastrous mix and

can ruin your image. Hands off!

A fascinating movie is not always aquestion of money. The story, the timing,

and solid handcraft arealso important.

The Dont’s

3. Don’t shoot in unknown areas!

Have a clear picture of the film location and

check the light and sound. Take test shots.

4. Don’t modify the storyboard on the set!

Keep strictly to the storyboard. If you start discussing

details or even the storyline during the shooting, you

will lose valuable time and endanger the success of

the project.

5. Don’t shoot in front of ugly backgrounds!

Inappropriate signs and posters as well as an ugly

ambience are ridiculous and embarrassing. Watch

where you stand.

6. Don’t wear tasteless clothes!

Appropriate clothing is a must – for men and women.

7. Don’t ignore video crashers!

For live broadcasts, it is always good to keep an eye

on the guys in the background. They could steal

your show.

The Do’s

3. Make an exact shooting schedule.

Think about everything, every little detail: the props,

the lighting, the clothes of the models, the schedule,

the catering, etc. And then think it over carefully and

optimize the schedule.

4. Keep strictly to the shooting schedule.

Time is money. Organize as much as possible in

advance, manage the team, and work target-oriented.

Do not leave it to chance.

5. Choose appropriate music.

Grab your audience’s attention with emotions and

thrill. Music is essential to any great production.

Hollywood’s greatest soundtracks prove the power

of excellent compositions.

6. Choose a voice.

The speaker can shape the image of a brand

tremendously. By choosing the right speaker for your

brand, you can effectively stand out from the others.

7. Optimize it in the post production.

Editing, sound, special effects: experts for film

editing and motion design will put the finishing

touches on the video.

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E3 N

ETW

ORK

E3 networkThe E3 Agency Network is a closely integrated

coalition of independent brand strategy and

marketing communications firms from around the

world. With access to this wide pool of talent,

E3 agencies give clients a real chance to make an

impact nationally and internationally.

Find out how the E3 perspective can help you.

www.e3network.com

Administration: [email protected]

Moving imagesMoving images, in diverse variety of formats, are

changing the face of corporate communication.

The E3 Agency Network offers a wealth of

expertise in video production to fulfill a variety

of strategic business needs. Please contact us if

you want to find out how your organization can

benefit from this international know-how:

[email protected]

SPS MARKETING GmbHThis issue of the E3 Global Insights

Magazine was published by

SPS MARKETING, Austria´s leading

B2B agency.

SPS MARKETING GmbH

Jaxstraße 2-4, A-4020 Linz

Tel. +43 732 60 50 38

www.sps-marketing.com

[email protected]

Bernstein

SPS MARKETING

SPS MARKETING

Adsmith / ChinaAdvertigo / RomaniaAloft Group / USAAnsel & Möllers / GermanyAudacity / USABase One / UKBB&B / FranceBBC / BelgiumBernstein / GermanyBMLab / RussiaCafé Design / HungaryC&COM Advertising / Czech RepublicD.A.G Communication / ItalyIgriega / SpainMedia Consulting / PortugalMetaBranding/KoreaOZ Branding / IsraelPreferendum / FranceQuarry / CanadaRainfall / RomaniaRecommended / FinlandRecommended / SwedenSPS MARKETING / AustriaSanderWerbung / GermanySchindler Parent / GermanyTANGRAM / LiechtensteinTruly Deeply / AustraliazurMarke®/Switzerland

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SPS MARKETING

SPS MARKETING SPS MARKETING

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