At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.

1. From Wired to the Airwaves:
Migrating Online Creative to TV (& beyond)
Rob Cartwright Paul McClean
Senior Research Manager Senior Vice President
The Coca-Cola Company Millward Brown Atlanta

2. Conclusion

3. Different
No Math No Models No Graphs
(well, almost…)

4. Background
An Ad is Born!
• The Traditional Approach
• TV seeds other media
• We follow a qualitative-then-
quantitative approach
• We test, action &then measure
to see how we did in market
• We develop the ‘big ideas’ over a
long period and a long process
• What happens when we
go backwards?

5. Background
The Brief
• Authentic Happiness
– The challenges of daily life are giving rise to an
increasing desire to find authentic happiness.
• Human Connection
– The key driver of happiness globally is human
connection. Happy people are connected and
human connections make us happier.
“Create small moments of happiness”
• Caveat
– Induce sharing with others (no paid media)

6. Background: The Creative
+ + $60,0000 =

8. Classified - Internal use

9. Background
The Media Plan
• “One status update on Coca-Cola’s Facebook page,
one tweet and that was it.”
– AJ Brustein, Global ABM, Coca-Cola

10. Methods
A plan of learning
• Combining commissioned projects, existing learning and public data
Quantitative Millward We think this is a
Brown Link copy test
TM
good ad, but is it?
MB Firefly Qualitative What are the ‘rules’
Groups for viral advertising ?
What can we learn
Catalyst Media
about in-market
Online metrics online response ?
How can we take the
TCCC Idea IGNITOR idea forward ?

11. Analysis – Online metrics
Social media discussion of ‘Happiness
Machine’ online was as favorable as
Coke’s Super Bowl campaign, but the film
was linked-to in greater overall numbers
and over a longer time period
(source: Cymfony)
Kantar Catalyst Media
After seeing the film online, A cross-collaborative team, aligning existing
watchers visited more Coca-Cola digital data to answer strategic questions
social media sites, and
performed a larger share of
searches with Coca-Cola
keywords
(source : Compete)

12. Analysis – Link test TM
Highly enjoyable
Excited reactions
and expressions
Surprise of items
Drives message of Real people
In the
happiness unequivocally Sharing
Humor
Top 1%
of all 5,000+
Coca-Cola is the Coca-Cola
Focused in the brand hero ads ever
tested
“I love it! I want
Makes people want more that to happen at
my college.”
TM
Millward Brown Link test :
Online introspective 30 min. quant .copy evaluation
200 12-49 category drinkers, brand non-rejecters

13. Analysis – Link test TM
The ‘Happiness Machine’ film did
….but to make it into a successful TV
what all great advertising does….
ad, there needed to be less of it
Q: Currently this ad is two-minutes long. If it were cut-down, how
would this change your opinion of the ad if seen on television?
The shorter length would make
the ad more impactful on TV : 52%
The shorter length would make
the ad less impactful on TV : 26%
The LinkTM test interest trace told
us to :
1. Keep the set-up short
2. Keep up the momentum with
‘new things’ happening

14. Analysis - Qualitative
Objective A: Understand criteria consumers use deciding
when (and how) to share online content
Identified 6 important attitude & usage factors that influence how content is
viewed & shared online
Viewing and sharing contagious content is not
Primacy the primary use of YouTube Stickiness !
Viewers comfortably interchange online and
Substitution
broadcast content
They are more willing to spend time with content
Discovery
they have ‘discovered’
Time- But they have a limited attention – 2-3
sensitivity minutes max Conducted focus groups in NYC 3/2010
– Group A: Younger YouTube
Perishability And there’s so much content, any piece –
Watchers
Group B: Content Creators
has a short shelf life – Group C: Older YouTube
Watchers

15. Analysis - Qualitative
Objective B: Understand the role and acceptability
of brands in online content
Branded content is held to higher expectations, and can be most memorable
Brands do have permission, but only if they are true to brand values and
relevant
Branded Ads Parody TV Homemade PSA
Most common brands cited

16. Next Steps – Idea IGNITOR
Where Will Happiness Strike Next?

18. Outcomes
Immediate Short-Term Long Term
25 Million + Digital, TVC, or Contagious
US viewers Experiential in Content
14 markets Guidelines

19. The Big Learning : Nuts
• TV does not HAVE to be the
seed for integrated media
campaigns (but video is still
an effective base)
• Spotting (and nurturing)
great ideas when they
happen in lower visibility
places requires discipline
and deliberation

20. The Big Learning : Action
•Do get involved early
•Don’t force fit into existing
research protocols
•Do reach out to partners
•Don’t fear the moderator
•Do exhibit bravery

21. The Big Learning: Culture
Less of this… …and more of this!