Connect to the WorldWorkshop

By Palm+Havas team In synergy with the HAVAS network

Welcome

•Share and inspire

•A Canadian agency with organic links to the world• With in-depth Digital knowledge

•HAVAS

•We need to change the way we do things because the world is changing and it’s time for opportunities – it’s time to do things differently

Twitter: @martyboy008

Global power is changing

The economy is changing

Financial crisisThe old capitalist system needs to be reviewedGM uses surgical bankruptcy to survive

Social Evolution

•Barak Obama elected•1 in 8 U.S. married couples met online•11 million Facebook accounts in Canada

Consumers’ relationship with technology is changing

The media landscape is changing

Change = Opportunity

•Innovation•Strategic consultant•CONSUMER-CENTRIC•Using technological innovation to create value in people’s REAL lives and support the brand•Be 360, be integrated, be relevant•Get connected to the world - HAVAS

PALM+HAVAS = Canadian agency + organic links to the world

Havas: World trendsKnowledge

Best practicesCreativityResources

Speed, flexibility

Synergy

No geographical barriersSynergy with an HAVAS expert Create added valueSynergy creation with the network is now a reflex for PALMFor big ideas and big results

Planning

Integration

Innovation

Creative Cycle for Results

Savoir+Inspirer: Réflexion, Outils et Inspiration façon Palm+Havas

Innovation in the digital world

Martin Aubut, Digital leader, PALM+HAVAS

In synergy with George Gallate, Global Chairman, Euro RSCG 4D

It’s time for the industry to integrate GEEKS into the party…

•Twitter: @martyboy008 @palmhavas

•Background

•A Canadian agency with organic links to the world

• With strong Digital knowledge

•HAVAS:•Global•Innovation and best practice

•Innovation is key, when the world is going Digital

Innovation means a new way of doing

something

Plan: 360 – SMM – Mobile – Canadian – organic links to the world

Business models are changingLimited attention span

– Wants a unique experience on all devices– Does not want Ads but specific offers (profiling)

User behaviour is evolving – Multi-tasking, ID, platform– Visits a lot of websites; wants a

custom experience, personalization– Is now engaged and has an online

reputation (SMM)– Every user is a MEDIUM - tools– Wants to combine his/her content and

activities

Web as a platform– Data portability– Single ID (about me)– Applications – Content (semantic)

Web TV

Mobile

Retail experience

http://lady.openid.canoe.ca

75-61HS%

56- SP 8,1-IP 2.5%

Media innovation

•Economy of attention•Advertisers battle for attention:

•be different + be relevant + be worth it

•When you have their attention: •make it smart – make it fun, make it an unforgettable experience

• Advertainment is a marketing method that distributes advertising (commercial) messages via an entertainment content or format

Augmented reality

•

User + Idea + Strategy + Media +Measurement + Buzz

It’s not fake

http://ge.ecomagination.com/smartgrid/#/landing_pagehttp://www.youtube.com/watch?v=NK59Beq0Sew&feature=related

Advertise Generated Content

So many ways to communicate: human, cool

Digital supports Big Idea -- 360 – it‘s a really good story

Use innovation to create value

Digital Signage

Out of home + experience + WOW + play + support creativity

Web is a platform

Technology support + inspire creativity and give a better user experience

Trends•Data portability -- standard

•ID -- SSO•Content (semantics)

•Application standard•Web service •Widget

• Use Facebook Connect to login to an external Facebook application• Use data portability to exchange data between platforms• Better experience for users and potential profiling for the marketer• Will help distribute your content and brand on social media platforms to

create buzz

Data exchange between platforms on a permission basis

• Friends and pictures are transferred and my ID is used to access a Chat web service• For advertisers, less time needed to develop app and increased data

acquisition (simplicity)• Viral (people are media)

Social media - Next stepFuture: social media will be THE media

•Social applications will be everywhere•Multiple platforms: mobile, web TV•Measurement will be MAJOR•Twitter and Facebook will continue to grow in the short term•Social media will bring profiling to the next level

•Learning:•Keep it real – human •Work all platforms as a system•Everybody wants to be a star – give them the opportunities and guide them (Guru)•Logic objective – SMM is a long-term strategy

Mobile – What’s up

•56% own a mobile (QC) – World 60% - 2013 83%•8.1% Smart phone (QC) – 14% (US)•2.5 % iPhone (QC) -- (35% BB vs. 26% iPhone) US

Usage in QC•58% e-mail•37% TXT•37% Browsing – search

•Tks to TXT-Mktg conseils

http://www.cefrio.qc.ca/fr/documents/publications/NETendanc onees-2008--evolution-de-lutilisation-dInternet-au-Quebec-depuis-1999.html E-marketer

Mobile – What’ s up (Revenue)

• Revenue in Canada grew from $1.1 million in 2006 to expected in 2008 to $5.2 million/1,2Billion

• Positive– Massive investment from

Videotron and carrier on 3G– Google Android , Smart

Phone, Palm

• Challenges– Small size of the Mobile

Internet-enabled audience– Revenue-building

restrictions imposed by the current Carrier/Provider business model

– Moderate penetration of Smart Phone

– Education, standard, Skills– User experience (device)

Mobile is coolUsers :• An extension of your virtual life – always connected to your

content, your friends, your work, • Your tool to have a better life• Mobile is a sexy device that show your personality and

status

Marketer : • Measurability• Very immediate, targeted media

• Geo localization• Real time promotion

• Opt-in nature of the advertising (Permission marketing)• Use it as a person extension

Industry : growth• Move from one-off experimental campaigns to becoming

an important part of the overall Interactive marketing mix.

Mobile – is real time value• Use it as an innovation and e-pr capabilities• Integrate mobile as a part of the integrated

campaign base on the BIG IDEA• Think about content that the consumer wan to

bring with them• Think about real time, what is the benefit we can

give to the user now – apps, game, content , promotion

• Give the right target real value and make it fun• Respect the code (txt) and culture• Collect data step by step on a permission base

Quick start-- SMS - WAP

Campaign description:Mobext put together a Bluetooth action in Madrid’s Airport.

Twenty antennas were installed in different strategic points (waiting areas, luggage claim, etc.) enabling the downloading of applications, images and gifs of the new VW EOS, and offering the possibility of scheduling test drive.

Campaign description:Mobext created a web-based campaign to generate test-drive leads to the new C4 Pallas.

Web banners in different web sites enabled the prospect to insert his/her name, mobile number and zip code. The application automatically matched each zip code and delivered a SMS with the nearest dealer location for a test-drive.

# Technology: Web + SMS

GamesObjectives: • Position VW as an innovative brand• Generate leads for dealers• Book a test drive

• (GPS, Google map)

Positives:• Part of an integrated campaign• Good PR to spread the word to

influencers

Negative:• Platform was not that stable, brought

bad comments on the apps, could harm the brand

Results:• 820,000 downloads in 1 week• Top 1 Europe, Top 10 U.S. • 105 comments on the apps• Online coverage (buzz)• Number of test drives?

Application – add value :)?

Applications – real time, real value

Innovation

It’s you;

Clients’ goodwillPALM+HAVAS employees’ creativityOur suppliers’ support and passion

Innovation, it’s us… Thank you!

Bonus – inspiration

Conclusion

•The world is changing •A Canadian agency with organic links to the world •With in-depth Digital knowledge