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THANKS for watching GIDESIGN

Casesmerkinteractie

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Page 1: Casesmerkinteractie

THANKSfor watching GIDESIGN

Page 2: Casesmerkinteractie

HOW GIDESIGNCREATES

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Page 3: Casesmerkinteractie

CASE: Merkactivatie Quinny Zapp.

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Page 4: Casesmerkinteractie

QUINNY ZAPP1 van de meest

populaire buggy’s

QUINNY ZAPP XTRAProduct extension

met verstelbare zitting

BriefingOntwikkel een campagne ter ondersteuning van de product introductie van de Quinny Zapp Xtra

Doelgroep: Pilot:Actieve jonge ouders. UK

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Page 5: Casesmerkinteractie

Totale aanpak De focus bij de promotie van de Zapp Xtra lag op het genereren van zogenaamde superpromotors. Om hier aan te kunnen voldoen is er gekeken naar een goed mix van traditionele middellen en on-line middellen. Eerst awareness genereren door zichtbaarheid en introductie. En als tweede de doelgroep activeren met een online activatie en aanjaging.

Awareness

• Fotoshoot beeldmateriaal• POS & instore.• Advertenties & print

Activatie

• Online activatie Quinnycasters• Blogs• Bannering & online activatie

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Page 6: Casesmerkinteractie

AwarenessFocus op introductievan een nieuw product Dit om mensen kennis te laten maken met de vernieuwde Zapp.

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Page 7: Casesmerkinteractie

AwarenessFocus op introductie van het nieuwe product instore bij zowel de consument als bij de retailer.

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Page 8: Casesmerkinteractie

Online activatie

QuinnyCasters

Finalist in de CCB communicatieprijs, categorie effectief.

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Page 9: Casesmerkinteractie

IDEE ACTIVATIE.

FASE 1: Werving QuinnyCasters

Quinny gaat op zoek naar QuinnyCasters;dit zijn jonge ouders (reporters) die online actief zijn en hun ervaringen (UGC) over de nieuwe Quinny Zapp Xtra online in hun eigen netwerk willen delen

FASE 2: QuinnyCasters delen ervaringen over Quinny Zapp Xtra online via eigen netwerk

Quinny faciliteert deze jonge ouders door een Quinny Zapp Xtra weg te geven aan de geselecteerde QuinnyCasters en door het vervaardigen van een online campagne platform

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Page 10: Casesmerkinteractie

“”QUINNYCASTERWORDTSUPERPROMOTER!

Page 11: Casesmerkinteractie

CAMPAGNE PLATFORM Fase 2

QCPlatform =website +

Page 12: Casesmerkinteractie

INZET KANALEN:

> Quinnycaster platform> Social Media > E-mail> PR (traditioneel & bloggers)bloggers = superpromoters campagne> Website Quinny> Print

Page 13: Casesmerkinteractie

“”QuinnyCaster =Superpromoter

Pilot campagne UK = succes

NL/B

D/AT

Page 14: Casesmerkinteractie

6.500AANMELDINGEN*

* tijdens fase 1

Page 15: Casesmerkinteractie

+ 33.088

19.000unieke bezoekers*

91.254pageviews**via traffic QuinnyCasters

+ 1718

33%in sales

+ 790

Page 16: Casesmerkinteractie

INTERNE CAMPAGNE 2012:

Bewustwording/beïnvloedings campagne socialmedia

& Introductie/aktivatie campagne interen strategie

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Page 17: Casesmerkinteractie

Fase 1

bewustwordings-campagne

• 5.000 medewerkers (60% 50+)

• 20 locaties

• Enthousiasmeren

• Rumour (kennis/houding)

Page 18: Casesmerkinteractie

Fase 2

aktivatie-campagne

• Informeren

• relevatie benadrukken

• houdings- beinvloeding

• (gedrag) meedoen

Page 19: Casesmerkinteractie

Fase 2

aktivatie-campagne

• Sander

Page 20: Casesmerkinteractie

http://www.youtube.com/watch?v=17xBmFEWC6Y

http://www.youtube.com/watch?v=17xBmFEWC6Y
http://www.youtube.com/watch?v=17xBmFEWC6Y
Page 21: Casesmerkinteractie

Fase 3

Kick-off Campagne

• Middelen

Page 22: Casesmerkinteractie

Hoe communiceer je een strategie van een duurzaam klantgericht, betrouwbaar en betaalbaar diensten pakket?

Je visualiseert het met storytelling

Dit zit meer op benefits

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http://www.youtube.com/watch?v=Vsc0wR4_dt0

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http://www.youtube.com/watch?v=Vsc0wR4_dt0
http://www.youtube.com/watch?v=Vsc0wR4_dt0
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65%in deelname Xnet

+ 400%

Page 25: Casesmerkinteractie

Activatie 2012: METROPOLITAN

CITY CHALLENGE

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THE BIG IDEA:

Gamification: 3 Friends & 1 ‘captain’

De spelregels:• Je kan maar 1 keer ‘captain’ zijn• Je mag wel zo vaak als je wil als reisgenoot meedoen • Alle punten die jou reisgenoten scoren tellen mee bij jouw score• Jouw reisgenoten mogen dus zelf ook maar 1 keer ‘captain’ worden

Hoe actiever je zelf bent online en hoe beter je je reisgenoten aanspoort hoe hoger je eigen punten score! De winnende capitain mag met de gekozen resigenoten geheel verzorgd naar een metropool.

(en hoe groter de online olievlek voor Whirlpool!)

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Doelgroep• generatie Y • oudere doelgroep geen activators wel volgers

Consumer Touchpoints Website // Mobilesite // YoutubeOnline bannering // Guerila // Flash mob // Free PR // Mobile Laundrymat // POS materiaal

Points of interest• Festivals/events • Shoppen (stad)• Socialisen (park)

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BRAND UTILITY* : The ‘laundromat’

*Brand utility/Brand Buttler is een actie/dienst die een meerwaarde biedt voor mensen en zowel de P van product als de P van promotie in zich draagt.

Events Marketing: Lowlands, Pinkpop, Pukkelpop etc.Actie vanuit de Brand utility gedachte: Whirlpool biedt de consument meerwaarde op oa festivals door een in service te voorzien.(Brand Awareness)

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www.jkljl.nl

POSITIVE ENERGY

Youtube viral:‘making of the laundromat’Handycam film

Youtube viral City: 1. Jongen doet zijn kleding uit stopt ze in de laundromat 2. Gaat relaxt in zijn boxershort in de ‘huiskamer*’ zitten.3. Het passerend publiek is verbouwereerd.4. Het publiek begint te delen via social

(*crosseslling andere categorie Whirlpool)

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GUERILLA/PRConsumer Touchpoints : City Guerilla, Free PR

‘word of mouth’in de stad maar en tijdens events.

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35%Traffic naar social en eigen kanalen

+ 300%Meer conversaties

Doelstelling behaald.zonder initieel ingepland budget voor promotie of aanjaging*

Page 32: Casesmerkinteractie

CASE: Claim de Bauknecht cabrio

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THE BIG IDEA:Claim de Bauknecht Cabrio en win een weekendje weg!Onderlinge competitie met je facebook vrienden

De spelregels:• Claim online een cabrio of claim er een van je vrienden• Kijk uit dat een andere vriend hem niet van jou claimt• Haak al je vrienden aan voor meer kans• Ga naar de winkel en scan de QR code voor een extra Cabrio• Met een gekocht product breng je een prive cabrio in het spel (Deze kan niet van je geclaimd worden tot de trekking)

• Hoe meer je deelt hoe meer cabrio’s in jouw vriendengroep dus hoe hoger jouw kans om er een te claimen en de prijs te winnen! (trekking om de 2 weken)

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Doelgroep• Vrouwen (spel element)• Jongere mannen (Audi)

Consumer Touchpoints Website // Online bannering // POS materiaal

Markt• Belgie (Vlaams en Frans)

Points of interest• Facebook• In-store• Eigen Bauknecht kanalen

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Visibility

Activatie element:Doordat je vrienden uitdaagt (shared) en daardoor je status in het spel deelt blijft het een actief spel tussen jou en je FB vriendengroep.

Deel activator:Met het ‘share’ element vergroot je de merkdoelgroep binnen het netwerk van je spelers.

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Cross promotieAlle secundaire pagina’s op de actie site waren ter ondersteuning van de nieuwe identiteit merk identiteit van Bauknecht en de nieuwe product design line.

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THANKS FOR YOURATTENTION

Page 40: Casesmerkinteractie

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