Killed ideas

29
Targeting a Highly Specific B2B Audience by Engaging Them Around Their Passions Robin Goldberg & Andrew Strickman
  • date post

    21-Oct-2014
  • Category

    Technology

  • view

    1.049
  • download

    4

description

Killed Ideas: Targeting a Highly Specific B2B Audience by Engaging Them Around Their Passions

Transcript of Killed ideas

Page 1: Killed ideas

Targeting a Highly Specific B2B Audience by Engaging Them Around Their Passions

Robin Goldberg & Andrew Strickman

Page 2: Killed ideas

TODAY

• Killed Ideas Encapsulated

• 7 Key Insights

‣ Marry The Offline With The Online

‣ Don’t Lose Momentum

‣ The Last Thing To Remember

‣ Leave the Surprises At Home

‣ Set Objectives, Optimize Throughout

‣ Know Your Target, Know Their Influencers

‣ Provide Value to Those Who Matter

Page 3: Killed ideas

Our Target: The Agency Creative

Page 4: Killed ideas
Page 5: Killed ideas

KEY CAMPAIGN DRIVERSAdvocacy Amplification

Page 6: Killed ideas
Page 7: Killed ideas

Entry/TitleSpongeman

Category/MediumAdvert/TV Commercial

CreatorsMarco Kaye/Marcio Kelmanson/ Euro RSCG New York

LocationBrooklyn, New York

We’re All Sponges on the InsideOur bodies are made up of 65% water. Do you really want yours from the tap? Enter Spongeman. This playful ad campaign illustrates the need to refresh and replenish, naturally. We all try to do what’s healthy for our bodies—why should choosing our water be any di!erent? Spongeman—he’s just like us, only more porous.

Curator NoteOnce we all get past the notion bottled water is nothing more than a means for companies to charge people for something that’s otherwise free, we can appreciate this water campaign. Spongeman is an adorable creature who loses water, as we all do, while he goes through his daily activities. He is very generous with his water, but since this is an ad campaign, there is a bottle at the end of his travels and yes, he hydrates.

Entry/TitleThe #1 Celebrity News Magazine

Category/MediumOnline Classifieds

CreatorsPeter Bossio/Julie Filippo

LocationWoodside, New York

Stop the PressesThis gossip magazine holds a reputation for sensationalism, and this tongue in cheek ad campaign turns that reputation on its ear. Turning allegations and accusa-tions into the strongest brand position ever, this mock up cover screams “Bring It” to whiny naysayers with ethics everywhere.

Curator Note Sometimes a brand needs to embrace the reality it’s been dealt—rather than trying to paint an otherwise unrepresentative and fictitiously rosy picture. We all know what this magazine is about and so does this campaign. It’s about attorneys, restraining orders and informants. When it’s that simple, there’s no need to sugarcoat.

Entry/TitleCrash

Category/MediumAdvert/TV Commercial

Creator(s)Jeremy Chin/Marcio Kelmanson

LocationBrooklyn, New York

I Brake For SafetyThis kinetic TV ad uses clever editing to announce big advances in car technology. It highlights this car’s pre-emptive braking feature that makes the impossible… possible. A “crash-less” crash test.Inspiring consumer confidence by contrasting the flurry of advances with the calmness of a nonchalant engineer, this TV spot accents the brand message.

Curator NoteFor years, automobile manufactur-ers have subjected us to clinical crash tests touting their vehicle’s crash-worthiness. Boring, right? Wouldn’t it be more interesting if the creative idea were all about how the vehicle could avoid a collision in the first place? That’s what this historical compendium of this company’s crash test history accomplishes. While highlighting the vehicle’s safety record, the commercial also introduces a new feature that eliminates the need for crash tests once and for all.

EVENTUALLY, THE CAR EXPLODES

THROUGH THE WALL AS AN IMMACULATE

2007 VOLVO S80.

SFX: A SERIES OF BEEPS.

CUT TO THE INTERIOR FOR AN OVER-THE-

SHOULDER BACKSEAT SHOT OF A WELL

DRESSED MAN READING A NEWSPAPER.

WE SEE A WALL RAPIDLY APPROACHING.

CUT TO HIS POV OF THE WARNING LIGHT

PROJECTED ONTO THE WINDSHIELD.

THE MAN STEPS ON THE BRAKES

IN A CALM AND CONFIDENT MANNER.

CUT TO THE CAR STOPPING

INCHES FROM THE WALL.

ZOOM INTO THE GAP BETWEEN

THE CAR AND WALL.

VO: WHEN A LUXURY CAR PROTECTS THE

LUXURY OF LIFE – THAT!S VOLVO LUXURY.

THE ALL-NEW 2008 VOLVO S80

ANTI-COLLISION TECHNOLOGY

for life.

THE VOLVO CRASHES INTO A WALL. SFX: SIREN BLASTING

OPEN ON A SHOT OF THE VERY FIRST

VOLVO IN THE U.S. STARTING TO MOVE

INSIDE A CRASH TEST SITE.

THE CAMERA NOW FOLLOWS THIS CAR AS

ITEXPLODES THROUGH THE WALL AND

COMES OUT THE OTHER SIDE AS

A 1966 VOLVO.

THE CAMERA FOLLOWS THE NOW

CRUMPLED CAR AS IT CRASHES THROUGH

THE WALL AND EXPLODES OUT THE

OTHER SIDE AS A 1959 VOLVO.

SUDDENLY THE PACE OF THE CRASHES

SPEEDS UP TO A FERVENT RATE.

GENERATIONS OF VOLVOS PASS US BY.

THE VOLVO CRASHES INTO A WALL. SFX: SIREN BLASTING

OPEN ON A SHOT OF THE VERY FIRST

VOLVO IN THE U.S. STARTING TO MOVE

INSIDE A CRASH TEST SITE.

THE CAMERA NOW FOLLOWS THIS CAR AS

ITEXPLODES THROUGH THE WALL AND

COMES OUT THE OTHER SIDE AS

A 1966 VOLVO.

THE CAMERA FOLLOWS THE NOW

CRUMPLED CAR AS IT CRASHES THROUGH

THE WALL AND EXPLODES OUT THE

OTHER SIDE AS A 1959 VOLVO.

SUDDENLY THE PACE OF THE CRASHES

SPEEDS UP TO A FERVENT RATE.

GENERATIONS OF VOLVOS PASS US BY.

THE VOLVO CRASHES INTO A WALL. SFX: SIREN BLASTING

OPEN ON A SHOT OF THE VERY FIRST

VOLVO IN THE U.S. STARTING TO MOVE

INSIDE A CRASH TEST SITE.

THE CAMERA NOW FOLLOWS THIS CAR AS

ITEXPLODES THROUGH THE WALL AND

COMES OUT THE OTHER SIDE AS

A 1966 VOLVO.

THE CAMERA FOLLOWS THE NOW

CRUMPLED CAR AS IT CRASHES THROUGH

THE WALL AND EXPLODES OUT THE

OTHER SIDE AS A 1959 VOLVO.

SUDDENLY THE PACE OF THE CRASHES

SPEEDS UP TO A FERVENT RATE.

GENERATIONS OF VOLVOS PASS US BY.

SFX: Siren BlastingOpen on a shot of the this company’s first car in the U.S. starting to move inside a crash test site.

The camera follows the now crumpled car as it crashes through the wall and explodes out the other side as a 1959 model.

The camera now follows this car as it explodes through the wall and comes out the other side as a 1966 model.

Eventually, the car explodes through the wall as an immaculate 2007model.

The car crashes into a wall.

EVENTUALLY, THE CAR EXPLODES

THROUGH THE WALL AS AN IMMACULATE

2007 VOLVO S80.

SFX: A SERIES OF BEEPS.

CUT TO THE INTERIOR FOR AN OVER-THE-

SHOULDER BACKSEAT SHOT OF A WELL

DRESSED MAN READING A NEWSPAPER.

WE SEE A WALL RAPIDLY APPROACHING.

CUT TO HIS POV OF THE WARNING LIGHT

PROJECTED ONTO THE WINDSHIELD.

THE MAN STEPS ON THE BRAKES

IN A CALM AND CONFIDENT MANNER.

CUT TO THE CAR STOPPING

INCHES FROM THE WALL.

ZOOM INTO THE GAP BETWEEN

THE CAR AND WALL.

VO: WHEN A LUXURY CAR PROTECTS THE

LUXURY OF LIFE – THAT!S VOLVO LUXURY.

THE ALL-NEW 2008 VOLVO S80

ANTI-COLLISION TECHNOLOGY

for life.

Entry/TitleCo!ee Cola

Category/MediumPrint Advertising

CreatorsRyan Landels/Christina Ferguson/ Andrew Waruszewski/Matthew Gilna/Bear McCreary/Michael Frederick/Blaise Hossain/ Jeanine Hass

LocationCulver City, California

Liquid CrackWhat’s wrong with Cola? Not enough ca!eine. This thirty-second commercial introduces a unique “eye-opener” of a beverage. It follows a sleepy young woman as she mistakenly makes her morning co!ee with cola instead of water. Instead of relying on dialog, this spot uses sound design, domestic visuals, and a heavy voiceover allowing viewers to discover the product as the character does.

Curator Note: Most everyone has had that early morning moment when, in a state of bleary-eyed grogginess, we’ve fumbled about the kitchen shaking salt instead of sugar or orange juice instead of milk onto our cereal. So it’s entirely conceivable a person could, instead of a bottle of water, grab a bottle of cola with which to make her co!ee. And that’s why this commercial works so well. That and the not-so-unattractive model playing the bleary-eyed, groggy person in said scenario.

Page 8: Killed ideas

KILLED IDEAS SCORECARD

Forecasts Actual

Campaign Reach Low: 556,000High: 846,000 834,000

KI.com Traffic, UniquesLow: 24,500High: 31,000 35,800

Direct Referrals To Blurb.com 11.2%

Sources: Traffic data from Google Analytics, killedideas.com & blurb.com. Coverage: Google Analytics, agency estimates

Page 9: Killed ideas

So What Did We Learn?

Page 10: Killed ideas

The Content Concepts

Page 11: Killed ideas

Plan Well, Leave The Surprises At Home...

Page 12: Killed ideas

PLAN, SET GOALS, MEASURE

Page 13: Killed ideas

TEST, LEARN, OPTIMIZE

Page 14: Killed ideas

REPEAT

Page 15: Killed ideas

Set Objectives,Optimize Throughout

Page 16: Killed ideas

WOM IN ACTION: SWISS-MISS, A K.I. FAN

Personalized Outreach from our Agency

tweets KI to 3,300

followers

Blog posting 44,000 uniques/

month

multiple onward tweets from followers...

Page 17: Killed ideas

Know Your Audience, Know Their Influencers

Page 18: Killed ideas
Page 19: Killed ideas
Page 20: Killed ideas

@killedideas Follower Bios: On Target

Word Cloud generated from bios of @killedideas followers using Twittersheep

Page 21: Killed ideas

Follow You,Add Value,Follow Me

Page 22: Killed ideas

Your Idea Deserves Better

Page 23: Killed ideas

Marry the OfflineWith the Online

Page 24: Killed ideas

0

500

1,000

1,500

2,000

24-Feb 28-Feb 4-Mar 8-Mar 12-Mar 16-Mar 20-Mar 24-Mar 28-Mar 1-Apr 5-Apr 9-Apr 13-Apr 17-Apr 21-Apr 25-Apr 29-Apr 3-May 7-May 11-May15-May19-May23-May27-May31-May 4-Jun 8-Jun 12-Jun 16-Jun 20-Jun 24-Jun 28-Jun 2-Jul 6-Jul 10-Jul 14-Jul

KI’s Due Extended Vol. 1 Due Vol. 1 Release

Votes Due

Extended

Source: Google Analytics, killedideas.com

Page 25: Killed ideas

Build Momentum, Don’t Squash It...

Page 26: Killed ideas

BUT THERE’S ONE LAST

THING

Page 27: Killed ideas
Page 28: Killed ideas

The Power of a StoryShould Never be Underestimated