Brand And Strategy

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  1. Definition of an Digital Agency Yesterday- Technically savvy+ design house+ media capabilities Today- Brand custodian Image Creator Advocator and sales agent 2 July,…
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  • 1. Definition of an Digital Agency Yesterday- Technically savvy+ design house+ media capabilities Today- Brand custodian Image Creator Advocator and sales agent 2 July, 2009
  • 2. Media functions are evolving… <ul><li>tomorrow, </li></ul><ul><li>more functions… </li></ul><ul><li>1/Information </li></ul><ul><li>2/Entertainment </li></ul><ul><li>5/Self-expression </li></ul><ul><li>3/Convenience </li></ul><ul><li>4/Communication </li></ul>
  • 3. Yesterday Consumers Today actors… <ul><li>A new paradigm </li></ul><ul><li>What I want </li></ul><ul><li>Where I want </li></ul><ul><li>When I want </li></ul>
  • 4. <ul><li>Trend </li></ul><ul><li>Implication </li></ul><ul><li>Changes </li></ul><ul><li>1: From Exposure Buying to Response Buying </li></ul><ul><li>Buying </li></ul><ul><li>Consumer </li></ul><ul><li>Exposure </li></ul><ul><li>Buying </li></ul><ul><li>Consumer </li></ul><ul><li>Response </li></ul><ul><li>Publishers selling ad impressions, </li></ul><ul><li>price negotiated by humans </li></ul><ul><li>Publishers selling response (clicks), price based on real-time, multiplayer auctions </li></ul>
  • 5. <ul><li>Trend </li></ul><ul><li>Implication </li></ul><ul><li>2: From creative/media separation to integration </li></ul><ul><li>Media Cost not correlated with Creative </li></ul><ul><li>Media Cost inv. proportional to </li></ul><ul><li>Creative </li></ul><ul><li>Publishers selling ad impressions , price negotiated by humans </li></ul><ul><li>Publishers selling response (clicks), price based on real-time, multiplayer auctions </li></ul>
  • 6. <ul><li>Trend </li></ul><ul><li>Implication </li></ul><ul><li>3 : From Intrusion to Relevancy </li></ul><ul><li>Creative mantra is Intrusion </li></ul><ul><li>Creative Mantra is Relevancy </li></ul><ul><li>Media Owners selling inventory on a cost per exposure basis </li></ul><ul><li>Publishers selling inventory on a cost per response basis </li></ul>
  • 7. <ul><li>Implication </li></ul><ul><li>Trend </li></ul><ul><li>4 : From Portals to Search Engines </li></ul><ul><li>Flashy websites </li></ul><ul><li>Content rich, search-friendly websites </li></ul><ul><li>Referral Traffic from portals, or paid media </li></ul><ul><li>Referral Traffic from Search Engines </li></ul>
  • 8. <ul><li>Implication </li></ul><ul><li>Trend </li></ul><ul><li>5: From Media-Planning to Portfolio Management </li></ul><ul><li>Post-campaign </li></ul><ul><li>Analysis </li></ul><ul><li>Real-Time Portfolio management </li></ul><ul><li>Buying Banners on websites on a CPM basis via a human sales rep </li></ul><ul><li>Keyword level buying on a real-time machine-mediated auction </li></ul>
  • 9. <ul><li>Implication </li></ul><ul><li>Trend </li></ul><ul><ul><ul><ul><ul><li>6 : From Buying to Arbitraging Intent: </li></ul></ul></ul></ul></ul><ul><li>Static </li></ul><ul><li>Creatives </li></ul><ul><li>Creatives that result in a relevant SERP served to the user based on their intent, as mined by a widget </li></ul><ul><li>Lower quality Traffic from Content Targeted Pages </li></ul><ul><li>Higher Quality Traffic from Intent-Targeted pages (SERPs) </li></ul>
  • 10. <ul><li>Implication </li></ul><ul><li>Trend </li></ul><ul><li>7: From Brand Messaging to User-Generated Messaging </li></ul><ul><li>Brand says good things about itself. </li></ul><ul><li>Brand gets consumers to say good things about it. </li></ul><ul><li>Few Publishers; Advertisers pay publishers to put ads on their web pages </li></ul><ul><li>Users are creating content; this content can make or break a brand </li></ul>
  • 11. Online Advertising Campaign Objectives and Metrics are also Changing
  • 12. <ul><li>Its about creating -Content </li></ul><ul><li>And …. Content is King </li></ul>
  • 13. If content is king, then conversation is queen
  • 14. Welcome to new Web
  • 15. Next generation of content and media is powering consumers to collaborate and share <ul><li>Web Now! </li></ul><ul><li>Blogs </li></ul><ul><li>API’s/Mashups </li></ul><ul><li>Audio </li></ul><ul><li>Social </li></ul><ul><li>Software </li></ul><ul><li>RSS </li></ul><ul><li>Wiki’s </li></ul><ul><li>Community </li></ul><ul><li>Video </li></ul><ul><li> </li></ul><ul><li>Widgets </li></ul><ul><li>Application Program Interface </li></ul><ul><li>“ Smart Web Apps” </li></ul>
  • 16. <ul><li>The new consumer … incredible variety of media enrich our lives & choices thus for creating brand engagement! </li></ul><ul><li>PC/Internet </li></ul><ul><li>Wireless/Mobile </li></ul><ul><li>Phone </li></ul><ul><li>Non-PC Internet/IP Access </li></ul><ul><li>Smart Phone </li></ul><ul><li>Personal Digital Assistant (PDA) </li></ul><ul><li>TV/Radio </li></ul><ul><li>Personal Video Recorder </li></ul><ul><li>Broadband Video </li></ul><ul><li>Streaming Audio </li></ul><ul><li>Video on Demand (VOD) </li></ul><ul><li>Game Console </li></ul><ul><li>Internet on TV </li></ul><ul><li>Wireless Handheld Access & Content </li></ul><ul><li>Satellite Audio </li></ul><ul><li>MP3 / Digital Audio Player </li></ul><ul><li>Multiple Interactive Media Platforms </li></ul><ul><li>Multiple Marketing Opportunities </li></ul>
  • 17. Consider this as we continue … <ul><li>“ Beyond content and technology… Media consumption of consumers now impacts the way we interact as individuals and thus as brand enablers- image consultants, sales agents ” </li></ul>
  • 18. Creating a brand online TWILIGHT <ul><li>Hoyts Distribution was launched in 2001 by its then parent company PBL </li></ul><ul><li>In 2008 PBL sold its share to Pacific Equity Partners who remain the sole owners of Hoyts Distribution </li></ul><ul><li>Hoyts is a smaller player in the Australian film distribution market </li></ul><ul><li>The average Hoyts film at the box office receives $1.8m, releasing approximately 10 films a year </li></ul><ul><ul><li>As opposed to Universal Studios or Sony who release approximately 20 films a year with an average box office of $4m per release </li></ul></ul>
  • 19. The Brand - Twilight <ul><li>Twilight the movie was the 1 st book of 4 in a series by Stephanie Meyer </li></ul><ul><li>Twilight enjoyed phenomenal success in the US: </li></ul><ul><ul><li>Teen girls being the core target market </li></ul></ul><ul><ul><li>Knocked Harry Potter off the best seller lists </li></ul></ul><ul><ul><li>1000’s of blogs being inspired by Twilight’s cult following </li></ul></ul><ul><li>Though Twilight did have a following in Australia; this was substantially smaller than in the US. </li></ul><ul><ul><li>100,000 copies of the book had been sold before Twilight’s theatrical release </li></ul></ul><ul><ul><li>The digital thought and strategy was at the core of the response. </li></ul></ul><ul><ul><li>This strategy was the deciding factor for Hoyts retention of agency to release their biggest film ever. </li></ul></ul>
  • 20. The Challenge <ul><li>Business Problems </li></ul><ul><ul><li>Limited knowledge of Twilight books in Australia </li></ul></ul><ul><ul><li>Cluttered period with blockbusters such as James Bond Quantum of Solace, Australia and Madagascar 2 all released at similar times </li></ul></ul><ul><ul><li>Limited advertising budget to generate box office target (in comparison to box office releases with similar targets) </li></ul></ul><ul><li>Communication Objectives </li></ul><ul><ul><li>Successfully release Twilight in Australian cinemas </li></ul></ul><ul><ul><li>Generate $7m in box office revenues </li></ul></ul><ul><ul><li>Extended target of $9m in box office revenues </li></ul></ul>Business Problems
  • 21. Consumer Insights T arget audience volume Book Fans 100k Teens (14–19) 853k Women Young Adults (20–24) 698k Men (14-19) 899k BOOK FANS 100,000 PRIMARY FOCUS 1,551,000 SECONDARY FOCUS 1,603,000 Women (25-29) 704k Source: Roy Morgan MAR08ESP Roy Morgan doesn’t measure Under 14’s
  • 22. <ul><li>Media </li></ul><ul><li>- Social Networking </li></ul><ul><li>- Messenger </li></ul><ul><li>Content </li></ul><ul><li>Blogs </li></ul><ul><li>Online gossip magazines </li></ul>Consumer Insights Behaviour - Constant communication via mobiles, messenger, internet etc - Obsessed with the books - Cult following creating advocacy among peer group - Anticipation of the film Passion - Heavy Internet users - Final book in the series released in August, heightening anticipation around the movie with fans obsessed for new content - Crave more about the film and its stars Target Audience 1.5million Online (14-24 females)
  • 23. Strategy Provide presence prior to release to create perception of blockbuster scale Ignite advocacy amongst core fans and their peers Creating Intrigue (which leads to obsession) Drive Awareness (which leads to a broader market)
  • 24. Strategy Timing/Flighting 20-29 yr old women Time to Launch Mass Market Twilight books fans 14-19 yr old girls 20-29 yr old women Audience Volume Twilight’s release Time Start of campaign Niche Mass
  • 25. Strategy Implementation Target Audience Approach Digital Medium Provide these advocates with exclusive content for social currency and to create WOM amongst peers Create and utilise social network communities - build MySpace custom community - create Facebook following Create intrigue; inspire them to feel part of the social movement Drive awareness and engagement through core themes Make this a must see movie <ul><li>MSN Messenger theme pack </li></ul><ul><li>Online magazine editorial to promote the hype </li></ul><ul><li>Dolly </li></ul><ul><li>Cleo </li></ul><ul><li>Gossip and entertainment sections – make Bella & Edward part of their everyday reality </li></ul><ul><li>Moviefix </li></ul><ul><li>Girlfriend </li></ul>High reach & frequency placements Bespoke homepage executions for impact -ninemsn Mass public Twilight books fans 14-19 yr old girls 20-29 yr old women
  • 26. Results <ul><li>Generated over an amazing $17m in box office revenue </li></ul><ul><ul><li>$10m above box office revenue target of $7m </li></ul></ul><ul><ul><li>Extended box office target of $9m achieved by 2 nd weekend generating $10.2m in ticket sales </li></ul></ul><ul><ul><li>Hoyts have already surpassed their sales targets for calendar year 2009 thanks to the success of Twilight </li></ul></ul><ul><ul><li>The profits Hoyts have made from Twilight will provide them the opportunity to purchase more lucrative films in 2009 </li></ul></ul>
  • 27. Results Box Office revenue vs Targets
  • 28. Results <ul><li>Benchmarking </li></ul><ul><li>An average Hoyts film takes $1.8m in ticket sales </li></ul><ul><li>Twilight’s result is 944% above Hoyts box office average revenue </li></ul><ul><li>Smashed Hoyts previous box office record of $6.7m for SAW3 (Nov 2006) by $10.3m </li></ul>
  • 29. Results Online Media Performance Delivery Overview Total Impressions Served: 64,671,820 Total Clicks: 215,485 Click Through Rate: 0.33% Avg CPC: $0.74 Reach & Frequency Stats Unique Reach: 3,297,842 Unique Clicks: 21,886 Average frequency: 4.63 Reached 95% of the core target audience
  • 30. Results
  • 31. Results PR Through negotiation Media Contacts Team was able to secure a substantial amount of PR for the Twilight campaign Click to go to Strategy slide
  • 32. T H A N K Y O U ! Contact: kushal sanghvi +919820100684
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