NESTA Take12 Uk Deck

The W.W.W.W.

The Worrisome World Wide Web

Or

The Wondrous World Wide Web ?

Successful marketing (in any arena) is based upon:

Consumer Understanding

WWWW

Who?What?Which?Where?

WWWW

Who to talk to?What to provide?Which arenas?Where to find you?

DefineOur task was twofold; to encourage more people to cycle, and

make the roads safer for cyclists. We also needed to amplify a

limited budget to push TfL’s message to the largest possible

audience.

DesignWe created an awareness test film, ‘Do the Test’ which

illustrated how difficult it is to see cyclists when concentrating

on other things on the road.

We then used social media optimisation and marketing to target

niche and mass market communities simultaneously.

DeliverA viral giant: millions of views, acres of discussion and

comment, tributes & reach beyond anything offline could have

delivered.

Won Gold Film Lion at Cannes 2008 and IMA – Best use of viral

marketing (Interactive Marketing and Advertising Awards).

WWho?

LondonCyclists

&Motorists

WWWho?What?

WWW

Who?What?Which?

WWWW

Who?What?Which?Where?

DefineThe new range of hairstyling products from Brylcreem, b:, focus on

taking hairstyling back to basics with a “less is more” philosophy.

DesignIn a first for MySpace we recruited the star of our ad from videos of

effortlessly executed tricks uploaded to the site.

DeliverWith over 1000 myspace friends and viewings above 50,000 for the

top submissions the ad has generated a huge buzz before it has even

aired.

Our ad was named Pick of the Week in Campaign and Zoo Magazine’s

‘Coolest Ad of the Year’. It was awarded two D&AD Yellow Pencils, Gold

at the Creative Circle Awards and claimed Silver at the British

Television Advertising Awards.

WWho?

Young men who aspire to Effortless

Cool

WWWho?What?

WWW

Who?What?Which?

WWWW

Who?What?Which?Where?

WWWW

Who?What?Which?Where?

So is it now…

The Wondrous

World Wide Web ?

Appendix

WWho?

WWWho?What?

WWW

Who?What?Which?

WWWW

Who?What?Which?Where?