1. CREATIVE STRATEGY & CONCEPT

2. CONTENTS Strategy Executions Case Studies How it works Insight Q&A Idea 3. WHERE WE ARE NOW? 4. WHERE WE WANT TO BE? 5. HOW WE GET THERE? 6. HUMANS BUY WITH EMOTIONSAND JUSTIFY WITH FACTS. TO PERSUADE, WE CAN UTILISESTORYTELLING AS A VEHICLE TO INSPIRETHE EMOTION AND THEN USE FACTS TO EDUCATE THE PUBLIC 7. THIS CAN BE DONE USINGA TRIED AND TESTED SALES TECHNIQUE.RELAX, DISTURB, RELIEVE & CLOSE 8. STORIES COME IN VARIOUS FORMS, BUT ALL STORIES HOLD THE POWER TO FACILITATE CHANGE WITHINOUR AUDIENCE.STORIES IN THIS FORM ARE ABLETO ILLICIT THE EMOTIONS WE NEED TOMOTIVATE ACTION. 9. CASE STUDY 1STORIES THAT INFORM 10. WEVE BEEN WARNEDAGAINST OFFERING THEPEOPLE OF THIS NATIONFALSE HOPE. BUT IN THEUNLIKELY STORY THAT IS AMERICA, THERE HASNEVER BEEN ANYTHING FALSE ABOUT HOPE... BARACK OBAMA 2008 11. DISTURB:Weve been warned against offering the people ofthis nation false hope.RELIEVE:But in the unlikely story that is America, there hasnever been anything false about hope.For whenwe have faced down impossible odds; whenweve been told that were not ready, or that weshouldnt try, or that we cant, generations ofAmericans have responded with a simple creedthat sums up the spirit of a people.CLOSE / CALL TO ACTION:Yes we can. 12. SO IF A PICTURE SAYS ATHOUSAND WORDS WHATDOES THIS ONE SAY? 13. PROSPECTING FOR STORIES 14. CASE STUDY 2A STORY THAT EXCITES 15. HOW DO APPLEBUILD EXCITEMENT? 16. HOW DO THEY BUILD HYPE BEFORE THEPRODUCT HAS EVEN LAUNCHED? 17. SELL THE STORY 18. RELAX:Apple have had a very successful yearDISTURB:The most advanced phones are called smart phones, sothey say smart phones are definitely a little smarter,but they actually are harder to use.Theyre really complicated.RELIEVE:So weve reinvented the phone!SOFT CLOSE / NO CTA:Theres an old Wayne Gretzky quote that I love. I skateto where the puck is going to be, not where it has been.And weve always tried to do that at Apple.THATS A STORY THAT INSPIRES 19. OUR INSIGHT 20. THE FUTURE ISUNPREDICTABLE JUST ASK AN EXPERT 21. WHO WOULD EVERWANT TO HEAR THEACTORS TALK H.M. WARNER 1927 22. A ROCKET WILL NEVER BE ABLE TO LEAVE THEEARTHS ATMOSPHERE.THE NEW YORK TIMES 1936 23. THEYRE BOTH GOOD,BUT ONES A LOCAL GROUP,THE OTHER COMES FROMLIVERPOOLDICK ROWE 1962 24. THE INTERNET ISJUST A PASSING FAD BILL GATES 1995 25. NBN, ITS TO EXPENSIVE, WHY DO INEED IT, IM HAPPY WITH WHAT IVE GOTJOHN SMITH 2013 26. THE NBNCo ROLLOUT ISPLANNING FOR OUR FUTURE 27. WE CANT PREDICT HOW THE FUTURE WILL PLAY OUT.WE CAN ONLY IMAGINE HOW IT MIGHT UNFOLDWITH THE RIGHT INFRASTRUCTURE.NBNCo IS DEVELOPING THE INFRASTRUCTURE WE NEED FOR AUSTRALIAS FUTURE. 28. MISSING OUTON THE NBN ISLIKE BEING THELAST PERSONTO GET ATELEPONEIN 1879 29. CREATIVE IDEA 30. A THREE PRONGED INTEGRATEDAPPROACH WITH DIGITAL AT ITS CORE,AIMED AT CAPITAL CITIES, MOBILEEDUCATION AND ONLINE. 31. EVENTTO TRAVEL TO EACH CAPITAL CITY 32. PRE / REGISTRATION ATL, AMBIENT AND ONLINE ADVERTISING TOPROMOTE REGISTRATION TO THE TALKS AND DRIVETRAFFIC TO THE WEBSITE FOR INFORMATION ON WHEN THE TRUCK WILL BE IN THEIR LOCAL AREA.A COMPETITION TO WIN VIP PASSES WILL INCENTEVISEVISITORS TO REGISTER DETAILS AND FINED OUT MORE. 33. MOBILE EDUCATIONTO TRAVEL THROUGHOUT AUSTRALIA 34. IF IT AINT BROKE DONT FIX IT!59% of people considered themselves well-informed prior to their visit91% considered themselves well-informed after the visit87% of people agreed the visit positively affected their opinion of the NBN86% of people said they would connect their home or business following the visit 35. ONLINE / SOCIAL MEDIAIF ONTENT IS KINGHOW DO WE GENERATE STICKY CONTENT? 36. EMBEDDED BLOGGERS 37. HOW IT ALL WORKS 38. Embedded OnlineATL, PR andMicrosite bloggers Facebook editorial (Create content) Twittersupport Youtube MobileEvent OnilineEducationThe Future TalksTruckOnline & Social Media Check-in at event Check-in at truck An agregated content site that Greeted by BA Greeted by BAputs story telling at the heart. Technoligy Demonstration Technoligy Demonstration Pulls Feeds in from each of Video Wall (Live link to truck) Video Wall (Live link to talks)the existing social platforms 1 on 1 consultation 1 on 1 consultation Re-designed social platforms Microsoft Surfact tables Gift bag to align with campaign. Talks Competition to promote data Gift bag capture and engagement.VIP RFID Tag 39. THANKYOU QUESTIONS?