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DISRUPTIONOr how doing things differently benefit the brand, the marketer and the consumer.
Vietnam Marketing Conference18 February 2009
BIRGER LINKE
How we come up with award-winning id
Vietnam Marcom10 June 2008
Executive Creative DirectorTBWA\Vietnam
TBWA\VIETNAM
TBWA5th largest agency group in the world, and the fastest growing
2
3
4
1
5
6
McCann Erickson Worldwide
DDB
BBDO
Dentsu
JWT
$ 1,619
$ 1,432
$ 1,742
$ 2,171
$ 1,292
$ 1,237
+13.2%
+9.5%
+13.3%
-0.6%
+13.8%
+8.5%
TBWA5th largest agency group in the world, and the fastest growing
Part of the Omnicom Group,the world largest CommunicationsGroup
$11,377$10,820
$6,191 $5,872
$2,951
$1,841
$10,000
$12,694$12,383
$6,554$6,384
$6,932
$2,094
TBWA5th largest agency group in the world, and the fastest growing
Part of the Omnicom Group,the world’s largest CommunicationsGroup
24th most creative companyin the world
5th largest agency group in the world, and the fastest growing
Part of the Omnicom Group,the world’s largest CommunicationsGroup
24th most creative companyin the world
9,700 people in 75 countriesin 258 offices
TBWA
OUR GLOBALCLIENTS:
AND OURLOCAL ONES:
WHY DO WEWORK FORTHEM THE WAY WE WORK?
BRANDSHAVE RUN OUT OFJUICE
More and more people in the world have grown to expect great performance from products, services and experiences.
AND MOST OFTEN,WE GET IT.
TAKE YOUR BIKE FOR EXAMPLE
YOURCUP OFCOFFEE
OR YOURFRENCHFRIES
SO WHATMAKES SOME
while others suffer?
BRANDSINSPIRING
THE ANSWER:
Disruption
BENJAMIN FRANKLIN
“Insanity is doing the same thing over and over again, expecting different results.”
SAID:
DISRUPTION DOES THE OPPOSITE
Convention: A widely accepted belief.
Vision: A projection of the company into the future, a big idea to aspire to.
Disruption: A radical new idea to help reach the vision faster.
AN EXAMPLE:
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AN EXAMPLE:
Convention till 1968 Disruption
AND WHAT WORKS IN SPORTS, WORKS FOR BRANDS,TOO.
HOW ABOUT COMPUTERS?
Apple Computers
Convention: In high technology products, communication must revolve around product features
Vision: Apple is the tool for creative minds
Disruption: “Apple is not about bits and boxes, it’s about values.”
Steve Jobs
AND HERE’S THE RESULT:
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QuickTime™ and aYUV420 codec decompressor
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QuickTime™ and aYUV420 codec decompressor
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TODAY, THE ONCE BIG COMPETITION IS JUST NO MATCH.
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QuickTime™ and a decompressor
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AND HERE’S ANOTHER EXAMPLE: adidas
LET’S HAVE A BILLBOARD FEATURING SOCCER GEAR.
But does it have to be
a bigger version of the poster?
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are needed to see this picture.
LET’S HAVE A POSTER FEATURING
THE ALL BLACKS
But does it have to be
printed with color?
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
AND HOW ABOUT LAUNCHING A SOCCCER BALL?
Why not let the customer experience
beeing the ball?
BUT WE’RE IN VIET NAM!Our customers are simple people. We’re a mass market brand.
They don’t understand.
Disruption doesn’t mean doing crazy things, because they’re crazy. Disruption means doing what is right
for the brand.
Communicating a simple message
relevant to the target audience.
BUT different from what everybody
else is doing.
A LOCAL EXAMPLE:
Vinamilk’s Dielac
Convention: Communicating benefits and ingredients gives the brand credibility
Vision: Vinamilk understands the Vietnamese mom
Disruption: Establish an emotional connection
AND HERE’S THE RESULT:
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AND THROUGH THE LINE:
THE RESULT IN FIGURES:
+12% IN VOLUME
A 2ND EXAMPLE:
Best Carings
YES, DISRUPTION EVEN WORKS FOR RETAILERS
Convention: Promotions drive purchase
Vision: Best service and best care
Disruption: Communicate Japanese values
THE RESULT IN FIGURES:
+40% IN SALES VOLUME
TO FINISH:
These examples show, how you can transform your brand into an inspirational brand.
And at the same time make your brand more successful, give to the consumer something he can enjoy and appreciate, instead of wasting his time, …
… and get yourself a promotion,because your campaign does so well!
CAM ON
QUESTIONSOR FEEDBACK?
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