THE LIVE EXPERIENCE A State of Contextual Evolution

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INTERLINKING.

• Creating innovative ideas that involve the audience in an experiential process

• Interlinking on and offline campaign elements so they don’t just reiterate the same message in another way/place, but operate like acts in a well crafted play

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• People love real connections• People love live and immersive interaction• People love discovery and escapism• People love scale and intimacy

EMBRACE POWERFUL EXPERIENCES.

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• You need to get it right, or people notice • It must be relevant, or people don’t notice• It’s hard to get it right but easy to screw up• Experiential is not for everyone• Never settle for good enough• You need to be able to challenge common

opinion with relevant and thought provoking ideas

.WHAT WE DO IS HARD.

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.7 PRINCIPLES TO WORK BY.

Be Authentic.Be Adaptive.Be Relevant.Be Transformative.Be Fresh.Be Immersive.Be Social.

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• The job, is to solve problems. Creatively.• The solution that is suggested may not always

be what the client brief requests • At times it means giving answers to more

questions than were asked• The job is to see solutions the client can’t see,

which is why the response is not always exactly to the brief that is given

• The response always needs to answer the business challenge behind that brief

BUSINESS CHALLENGES, NOT BRIEFS.

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• There are no rewards for being timid• If the client had all the answers, why would

they need us• If no one ever took a risk in business,

they would go out of business• An assuring swagger and a big, bold

(calculated) risk can go a long way

BE BOLD, TAKE RISKS.

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• Create original things that offer discovery and delight

• Make people feel better off because of them• Value thinking and thoughtfulness, from

people and brands • Deliver surprising new solutions • Create journeys that jolt the most

disenchanted preservers of the status quo• It’s about creating an idea first that makes

people feel excited to be involved

CREATE UNIQUE EXPERIENCES.

.KLEENEX - LET IT OUT.

.KLEENEX - LET IT OUT.

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.MOBILE AND REAL TIME ENGAGEMENT.

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• Mobile technology will allow more real-time streaming and consumer expectations

• Technologies and devices will help brands move from messaging to digitally-enabled, increasingly live, real-world experiences

• More digital experiences will break-out into the real world and will require active participation

• Consumers will demand more real-time live-to-mobile experiences, that delivers them control

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.CREATE IDEAS THAT ONLY WORK FOR THAT BRAND.

• Partner with clients and create ideas that help to grow brands

• Be problem solvers: think strategic, creative, relationship-building, brand-refreshing

• Focus on always creating ideas that only work for the brand they are intended

• Success as a measure? If you were to remove the logo, or erased the branding from the experience, it could still only be for that one client

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• Create brilliant moments in time, that deliver ongoing experiences and conversations

• Don’t be limited in where and how this happens • Don’t worry about live versus online, be real to

the content• Never be precious, the dialogue is what counts• Keep the experiences ongoing over time and

across audiences; there are no boundaries • To customers, it’s one brand, one ongoing

experience, that continues to entertain and be great

THINK EVOLUTION, NOT ONE-OFF PROJECTS.

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• Be commercial, focus on the creative challenges• Face these challenges head-on• Success, is measured not by selling clients more,

but by helping our clients sell more• Clients objectives and budgets are paramount• Simple rule of thumb: spend our clients' money

as if it were our own

.BUDGET - “WHAT WOULD I DO IF IT WAS MY MONEY?”

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Paul Vandeleur

au.linkedin.com/pub/paul-vandeleur/4/451/483

.THE END.