Killed ideas
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21-Oct-2014 -
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Transcript of Killed ideas
Targeting a Highly Specific B2B Audience by Engaging Them Around Their Passions
Robin Goldberg & Andrew Strickman
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
Our Target: The Agency Creative
KEY CAMPAIGN DRIVERSAdvocacy Amplification
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.
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
So What Did We Learn?
The Content Concepts
Plan Well, Leave The Surprises At Home...
PLAN, SET GOALS, MEASURE
TEST, LEARN, OPTIMIZE
REPEAT
Set Objectives,Optimize Throughout
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...
Know Your Audience, Know Their Influencers
@killedideas Follower Bios: On Target
Word Cloud generated from bios of @killedideas followers using Twittersheep
Follow You,Add Value,Follow Me
Your Idea Deserves Better
Marry the OfflineWith the Online
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
Build Momentum, Don’t Squash It...
BUT THERE’S ONE LAST
THING
The Power of a StoryShould Never be Underestimated