Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Cultural Movement - Cannes workshop - Strategic Planning

142 visualizaciones

Publicado el

Cultural Movement Workshop presented @ the Cannes Festival of Creativity 2011.
Aprsentação sobre Movimentos Culturais durante o Cannes Lions 2011.
Patricia De Luca Pereira Lima - Strategic Planning - Planejamento Estratégico.

Publicado en: Empresariales
  • Inicia sesión para ver los comentarios

Cultural Movement - Cannes workshop - Strategic Planning

  1. 1. WELCOME June 21, 2011
  2. 2. CULTURAL MOVEMENTS: IN BRIEF
  3. 3. OUR DEFINITION: “An organized community of passionate advocates who rally around an idea on the rise in culture to bring about change”
  4. 4. GREAT MOVEMENTS: NOT A LOT IN ADVERTISING Civil Rights American Revolution Green Movement Gay Rights Anti-war Movement Counter-Culture Movement
  5. 5. CULTURAL MOVEMENTS: INSTINCTIVE BEHAVIOR
  6. 6. WE ARE SLAVES TO OUR EMOTIONS “Reason is and ought only be the slave of the passions, and can never pretend to any other office than to serve and obey them” David Hume, Philosopher
  7. 7. WE ARE SOCIAL ANIMALS “The most powerful motivator of our personal behavior is our longing for connection with one another” Tina Rosenberg “Man is by nature a social animal” Aristotle
  8. 8. WE HAVE A NEED TO BELONG
  9. 9. EXERCISE
  10. 10. CULTURAL MOVEMENTS: GATHERING FORCE
  11. 11. MOVEMENTS ARE ABOUT CHANGE
  12. 12. “More than half the human race is under 30. They’ve never known life without the Internet” MOVEMENTS ARE FUELED BY TECHNOLOGY
  13. 13. MOVEMENTS ARE THE NEW SOCIAL HUBS
  14. 14. MOVEMENTS HAVE A PURPOSE
  15. 15. MOVEMENTS ARE NOT ABOUT YOU “If you talked to people the way advertising talks to people, they’d punch you in the face” Hugh MacLeod
  16. 16. MOVEMENTS ARE PARTNERSHIPS
  17. 17. MOVEMENTS ARE A DELICATE “SCIENCE”
  18. 18. CULTURAL MOVEMENTS: YOUR BRAND
  19. 19. WHY HOW WHAT FIND THE TRUTH IN YOUR BRAND
  20. 20. MINE CULTURE FOR RISING STRAIN
  21. 21. TWO WORLDS COMING TOGETHER
  22. 22. LIGHTING THE SPARK
  23. 23. TRADITIONAL ADVERTISING vs. MOVEMENT MARKETING
  24. 24. PARTICIPATION INTERRUPTION
  25. 25. TALKING ABOUT YOURSELF CONNECTING WITH OTHERS
  26. 26. STARTS FROM THE PRODUCT STARTS FROM THE BRAND PURPOSE
  27. 27. FUNCTIONALITY VALUES
  28. 28. INDIVIDUAL COLLECTIVE
  29. 29. CASE STUDIES How do you spark a movement?
  30. 30. SOME PRINCIPLES
  31. 31. 1. START WITH YOUR BRAND TRUTH AND IDENTIFY AN IDEA ON THE RISE Why does your brand exist today? What is going on today in consumer culture that makes your brand more or less culturally relevant? What role does it or could it play in culture? What idea in culture could it champion?
  32. 32. 2. CATALYZE THIS INTO A SHARED CULTURAL GOAL OR ETHOS To make Americans rethink dumb, mindless consumption To bond parents, children and teachers through character-building creativity To turn male bonding moments into community improving initiatives
  33. 33. 3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT Movements are more than messages. What do you want people to DO as a result of your idea? What assets can you create that: i. Allow your community to participate in this idea? ii. Demonstrate that your brand is doing something, not just talking about it?
  34. 34. 3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT To make Americans rethink dumb, mindless consumption To bond parents, children and teachers through character-building creativity To turn male bonding moments into community improving initiatives Action: send pictures of dumb things Action: donate beer caps Action: participate in school’s lives
  35. 35. 4. USE BROADCAST AS A MEGAPHONE FOR YOUR MOVEMENT
  36. 36. 4. USE BROADCAST AS A MEGAPHONE FOR YOUR MOVEMENT AFP Pritt volta as aulas 252x11B.indd 1 1/5/10 6:32:39 PM
  37. 37. 5. PROVOKE / IGNITE A SENSE OF COMMUNITY AND CAUSE How can you create or leverage existing communities? What powerful symbols and iconography can you you create to catalyze your efforts and make people feel part of the community? How can these members see their tangible actions in the movement?
  38. 38. 6. ENSURE THE MOVEMENT IS ALWAYS ON AND FOSTERS CO- CREATION
  39. 39. LET’S MAKE A MOVEMENT
  40. 40. An idea on the rise in need of a brand A movement idea for an FMCG brand A successful brand that could be made even better THREE MOVEMENT IDEAS
  41. 41. CAVEAT
  42. 42. THE CRUX OF THE CHALLENGE What is the real problem – the key question we have to answer? THE BRIEF
  43. 43. THE BRIEF THE INCITERS WHO FAN THE FLAMES Who will stir, encourage, urge on, stimulate, arouse or prompt action? Pithy and evocative title description of our inciter target. A rising cultural tension – aspiration vs villain – and the key insight into why it matters so much to our target. The cultural arena where they play, congregate, debate, share, opinionate, where conversations around this cultural trend are taking place.
  44. 44. TALK VALUE What is remarkable about our brand – why will they talk about this idea/experience? THE BRIEF SPARK What experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversation?
  45. 45. #1
  46. 46. Idea on the rise: A Movement Movement
  47. 47. BRAND #1
  48. 48. Life is movement. Movement is a basic characteristic of all life. Movement nourishes the body, activating and strengthening it, inside and out. HÅG understands the art of creating movement as you sit.
  49. 49. THE BRIEF THE CRUX OF THE CHALLENGE How can HÅG create a movement movement that starts at your desk?
  50. 50. THE BRIEF THE INCITERS WHO FAN THE FLAME Free-spirited desk dwellers. The office is not a gym. Procrastination places: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.
  51. 51. TALK VALUE How can a chair make you move? Honesty: making good chairs isn’t enough. HÅG’s philosophy: a passion for movement. Sitting increases risk of death, obesity, disease. The 30 minutes of recommended activity a day is not enough. We spend more time sitting at a desk than lying in bed, 9.3 hours compared to 7.7 hours. Do you spend more on your bed than your chair? THE BRIEFSPARK Sitting is killing you.
  52. 52. #2
  53. 53. "continually creating ways to keep your hair looking undeniably fabulous"
  54. 54. IDEA ON THE RISE
  55. 55. age hair length
  56. 56. age hair length VS.
  57. 57. age hair length VS. Idea on the rise: Doomed to have Mom hair
  58. 58. THE BRIEF THE CRUX OF THE CHALLENGE How can John Frieda convince women to stop giving in to ‘mom-hair’?
  59. 59. THE BRIEF THE INCITERS WHO FAN THE FLAME Tress Revolutionaries. Long hair is not appropriate for grown-ups. Hair salons, girlfriend trips, book club, Facebook, among daughters and mothers.
  60. 60. TALK VALUE Those aged over 65: 60% of them feel younger than their age. Short hair is the new mum jeans. Older women are feeling pressure to cut their hair short. John Frieda’s products protect long hair. Product line for hair repair and frizzy hair. THE BRIEFSPARK Wear your hair long.
  61. 61. #3
  62. 62. “Giving people the power to share and make the world more open and connected.” 70% of users outside the United States 500 million active users 700 billion minutes per month on Facebook 44,798,032 people like this
  63. 63. IDEA ON THE RISE
  64. 64. #4 I wish I had stayed in touch with friends
  65. 65. #4 I wish I had stayed in touch with friends
  66. 66. Idea on the rise: Keep your friends close #4 I wish I had stayed in touch with friends
  67. 67. THE BRIEF THE CRUX OF THE CHALLENGE How can we get friends to view Facebook as the path to deeper relationships?
  68. 68. THE BRIEF THE INCITERS WHO FAN THE FLAME Connection seekers. Facebook is all pokes from strangers. Real-world meet-up places: Bars, restaurants, gyms. Encourage connection on Facebook itself.
  69. 69. TALK VALUE Positive psychology findings: relationships are key to a happy life. Real moments combined with digital moments can strengthen relationships. Top regret on a death bed: not staying close with friends. Friends don’t make themselves. Focus on three relationships a week. THE BRIEFSPARK Don’t die old and lonely.
  70. 70. LET’S MAKE A MOVEMENT
  71. 71. An idea on the rise in need of a brand A movement idea for an FMCG brand A successful brand that could be made even better THREE MOVEMENT IDEAS

×