Michael Leander presented the keynote Digital Striptease: Cannes Exposed at the annual DIGIT conference in Karachi. It was organized by Pakistan Advertisers Society and attended by 250 of the top Pakistania brand marketers, advertisers and agencies

1. Digital Striptease: Cannes Exposed
Michael Leander – Michael@michaelleander.me

2. This slide deck is from a keynote presented by
Michael Leander at the DIGIT 13 in Karachi,
Pakistan on 30 October 2013
Say hello on Twitter
See pictures from the conference here

3. Advertising is an
environmental striptease
for a world of abundance.
Marshall McLuhan

4. Many a small thing
has been made large
by the right kind of
advertising.
Mark Twain

5. What really decides
consumers to buy or not to
buy is the content of your
advertising, not its form.
David Ogilvy

6. See this video here
German Coast Guard is an example of a highly efficienct TV Commercial turned viral.

7. Connect and share
• www.marketingtelly.com (all videos there)
• www.michaelleander.me
• Michael@michaelleander.me
• Facebook.com/michaelleandernielsen

8. How successful was this?
See video here
Michael on Twitter: @michaelleander On Facebook: facebook.com/michaelleandernielsen

9. Now that you know that
The Guardian was the
advertiser behind the film –
shout out what you think of
this effort

10. How do you win
at Cannes?

11. Participate
Create an amazing awards
presentation
Don’t exaggerate
Participate in many awards categories
Use terminology the judges
understand
Deliver tangible proof

12. What sways
judges?

13. Anything easy to understand and/or
easy to like (emotional appeal)
Too much emphasis
Not enough emphasis
•
•
•
•
• Return on Marketing
Investment
• Consumer insight
• Measurement and
proof of the pudding
• Integration
• Good use of data
• Flawless execution
Big Idea
Never done before
WOW factor
Merit of agency /
brand
• Oddballs

15. Campaigns
exposed
explored

16. Put this on a blank
sheet of paper
Your full name
Your company name
Your email address
Campaign 1
A
D
A
R
Same for campaign 2,3 etc.

17. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
R
=
Recommendation / Share

18. Here is how you are going to judge
Award points from 1 to 10 for each
Attention = Did it catch your interest quickly
Interest = Did it spark an interest in the product
Desire = Did it make you want to own the
product or learn more about the product
Action = Is there a clear CTA – Call to Action ?
Recommendation/Share = Did the campaign
leave you wanting to share and/or recommend
the message/product?

19. Your full name
Your company name
Your email address
Campaign 1
A-7
D-4
A-8
R-2
Example

20. Michael Leander with the book winner

21. Campaign 1: Uniqlo Lucky Counter
• Global retailer
from Japan
• Twitter driven
campaign
• Dynamic
pricing linked
to volume of
Tweets
• Objectives
– Exposure
– Sales

26. Budweiser – warmer is cheaper

27. Your full name
Your company name
Your email address
Campaign 1
ADAR-
Now vote

28. Digital cannot fix all problems
See video here
To connect on Linkedin use Michael@michaelleander.me

29. In digitally mature markets,
25% of all consumers prefer
paper over digital
across all demographics.
Think about matching channel with stage in
the buying process

30. Campaign 2: 0 Views
• Uruguay
• Amnesty Int.
• Campaign seeked
to rise awareness
about violence at
child birth
• A problem area
which no one
knew existed
• Strong PR effect

31. 0 Views Campaign explained – see
video here
Tweet: Which recent Pakistani campaign impressed you most #digit13

32. Your full name
Your company name
Your email address
Campaign 2
ADAR-
Now vote

33. Campaign 3: Oreo
• Oreo
• USA / Global
• 100 days of
trending
stories
• Facebook,
Pinterest,
Twitter,
microsite etc.

34. Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key #digit13

38. Experiences generates content
Good content gets exposure & eyeballs

40. No more 80%

41. The matter of words
@michaelleander paying for good copywriting is like good ________ #digit13

42. People want simple & Clear language
People want to understand the “how”
and the “what”
From building brands to
taking stands
From earned media to
earned business

43. Connect and share
• @michaelleander (Tweet and say hello)
• www.michaelleander.me
• Michael@michaelleander.me (email & say Hi)
• www.Facebook.com/michaelleandernielsen

44. Digital Striptease: Cannes Exposed
Michael Leander – Michael@michaelleander.me