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QUEENSLAND CLINICAL SENATE
EVERY K OVER IS NOT OKAYPUTTING THE BRAKES ONOBESITY
MARKETINGCONSIDERATIONSJONATHAN DRAPESCREATIVE DIRECTOR, JUNIORCRU
QUEENSLAND CLINICAL SENATE
EVERY K OVER IS NOT OKAYPUTTING THE BRAKES ONOBESITY
USING THE POWEROF EVIL FOR GOODJONATHAN DRAPESCREATIVE DIRECTOR, JUNIORCRU
THE MOSTIMPORTANT FIGUREIN THE HISTORYOF SOCIALMARKETING
THE MOSTIMPORTANT FIGUREIN THE HISTORYOF SOCIALMARKETING
FROM TV ADSTO SESAME STREET
1 WHAT UP AGAINST2 WHAT’S WORKING3 WHAT’S NOT4 RULES OF ENGAGEMENT
1. WHAT UP AGAINST
$4,6000,000,000$600,000,000
1. WHAT UP AGAINST
$4,6000,000,000
REMARKETING
CINEMAFACEBOOK
TWITTER PINTERESTYOUTUBE SEO OPTIMISATION
JOINT VENTURES COMMUNITY INITIATIVES
CELEBRITY AMBASSADORS
GEO-LOCATION NOTIFICATIONSGAMES
TV COMMERCIALSBILLBOARDS
SPONSORSHIPS
RADIO
BRANDED JOURNALISM
WEBSITES
ONLINE DISPLAYEDM
LOYALTY PROGRAMS
SCHOOL PROGRAMS
MOBILE ADSPOS AMBIENT
SALES PROMOTIONS
SMS PRE-ROLL
COMMENTS
GROUP BUYING
IN-GAME
IN-PROGRAM
VINE
GEO-TARGETING
APPS
PODCASTS
EXPERIENTIAL
$600,000,000
1. WHAT UP AGAINST
1. WHAT UP AGAINST
VS
2 WHAT WORKS
2 WHAT WORKS
GAMIFICATIONUSING GAME THEORY OR GAME MECHANICSIN A NON-GAME ENVIRONMENT
POINTS. LEVELS. LEADER BOARDS.COMPETITION. ACCESS. REWARDS.
2 WHAT WORKS
GAMIFICATION
2 WHAT WORKS
GAMIFICATION
FAST & FREQUENT FEEDBACK
LEVERAGES HUMAN NEED FOR COMPETITION,COMPARISON, STATUS & PROGRESS
2 WHAT WORKS
GAMIFICATION
512,000 PEOPLE
BMI, AGE, GENDERBEHAVIOUR
DIETALCOHOLEXERCISE
SITTINGETC...
2 WHAT WORKS
HYPERPERSONALISATIONUSING BIG DATA AND NEW CHANNELS TOCREATE TAILORED MESSAGING
SPRAY & PRAY VS ONE-ON-ONE
2 WHAT WORKS
HYPERPERSONALISATION
MARKETERS WOULD KILL TO HAVEYOUR ACCESS TO INFORMATION
AND ONE-ON-ONE
3 WHAT DOESN’T WORK
3 WHAT DOESN’T WORK
FACTS ONLYFEARAUTHORITYSHAMING
4 RULES OFENGAGEMENT
HEALTH PROFESSIONALSTHIS IS NOT ABOUTYOU!!!!!
5 RULES OF ENGAGEMENT
START WITH THE BARRIERS
4 RULES OF ENGAGEMENT
MAKE IT SIMPLE ANDRELEVANT TO AVOID
4 RULES OF ENGAGEMENT
SWITCHING OFF
EFFORT VS MOTIVATION
4 RULES OF ENGAGEMENT
GOODLUCK!!