Samuel Tait - Isobar Cz Launch Presentation

Samuel TaitNew Business Director

Moving from a chain reaction…

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MediMediaa

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MediMediaa

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aaTime and Effect

Exponentially Increases

Every part of web is social and access is universal: brands live and die by what consumers

say about them

The brands whose The brands whose consumersconsumers tell the tell the best stories will winbest stories will win

The Role of the Media

Create brand « ecosystems » that engage consumers and pull them into an active

relationship with the brand

100% of contact

s bought

Bought & Owned contacts are

leveraged into earned media

A few implicationsThe brand as a serviceThe brand as a utilityThe brand as content

Your brand with a wider mission

Isobar in Action

DIESEL

DIESEL.COM BELONGED TO THE HEIDIES

Six video cameras, 24 hours a day, live for 5 straight days on diesel.com.

This is the story of two gorgeous crazy girls who stole the new Diesel Intimate collection, kidnapped a nice guy, locked

themselves (and him) in a hotel room. All for their 15MB of fame.

The Heidies was our idea to launch Diesel’s new intimate collection to young people around the world

We understood that there is a generation today who use online platforms for self-publicity stunts: acting weird on the internet makes you famous!

What happens when a brand like Diesel (humorous, original, provoking) parodies this behaviour?

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Branded content 24/7 with 100% user interaction. With graphical references to blogs and myspace the Heidies began the 2.0 hunt for 15 MB of fame.

All pictures were taken as it happened and then uploaded to the Internet without any retouch.

Almost all pictures were snapped by the Heidies and their hostage!

A live site

An unconventional approach to fashion

The response was beyond expectation. The Heidies received e-mails from all over the world, music videos, messages and more!

Can you measure fame by the friends you have on places such as myspace? The Heidies spent a few hours on myspace, getting to know some "celebrity friends”! http://www.myspace.com/Heidie1And2

Response from fans

Friends forever!

This graph (from Alexa) shows clearly what happened during the Heidies show...compared with other brands.

RESULTS

• Demand outstripped supply as the product sold out • Diesel.com usually attracts 25,000 visitors, during the ‘kidnap’ it peaked at 85,000 • Featured in top ten most viewed clips on You Tube from day two of take over • Tens of thousands of interactions from ‘fans’ • Cannes Cyber Grand Prix (amongst numerous other awards!)

All achieved on a media spend of zero!

Challenge

Once a credible running brand, Reebok wanted to reinvigorate it’s recognition among runners by creating a movement focusing on the joy and fun of running.

Insight

The simplest sport in the world had been communicated as if it was only for the elite and as a result had become inaccessible to most.

Running had become over-complicated.

Solution

RUN EASY - Running at the speed of chat

An initiative designed to encourage fun and easy participation in running.

Digital was the lead mechanic with support from OOH, TV and cinema. At the hub of the Run Easy movement is www.goruneasy.com. The site fosters community building through user-generated content capabilities that help runners connect and share their running experiences.

It leverages existing tools and behaviors to create a running experience where visitors can easily map out and share favourite running routes, post snapshots of sights to take in while on a run, upload music playlists, and join discussion groups.

www.goruneasy.comco-developed by Isobar’s global network of leading digital marketing agencies

SEE: Share the sights of your run

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ResultsRun Easy was extremely successful in not just promoting and enhancing the Reebok brand image, but also providing customers with an online community to interact and share with others around the world.

• Over 1.7 million visitors to the site, from over 200 countries

• Over 19,000 registered users regularly uploading content

• Over 1000 users uploaded content to the site via a mobile device

• Over 11,000 runs created

• “Reebok running” has seen a 50% increase in search volume

• Cannes lion winner (silver)

Reebok = MITX Interactive Marketer of the Year

What you DO is more

important than what you say

+

Brand and Business

behaviour is becoming

the key determinant of

Image

Thank you.