Download ppt - Interactive Inspiration

Copyright © Weapon7 Ltd 2007


Innovative First D&AD ‘In Book’ – 6 campaigns First use of DTV for brand experienceFirst commercial use of Mini DAL technologyFirst Interactive Music Video First DTV TV album launchFirst DTV video film campaignFirst to create TV campaign with no TV spotsFirst to create a full screen video experience

SPECIALIST AGENCY – 50 campaigns to date

EffectiveMost viewed iTV application (and second)Highest automotive brochure requestContinuous evidence of purchase propensity and equity shifts

AwardedBAFTA nomination 2005 Media Week 2004 Channel 4 TV Planning Awards New Media Age Effectiveness Awards 2004,,2005, 2006BIMA 2004 APG short listedIn book and D&AD pencil nominated 2006



BRANDS WE WORK WITH


HOW?

COLLABORATIVELY

Media Brand Advertising


OVER 80%

OF UK HOMES DON’T WATCH TELEVISION

ANYMORE


THEY WATCH DIGITAL TELEVISION


THE DIGITAL VIEWER DESERVES DIGITAL

ADVERTISING


DIGITAL TV LIVES IN A NEW WORLD

ANALOGUEINTERRUPT

FEW CHANNELSLINEAR CONTENT

BROADCASTER CONTROL

DIGITALPERMISSIONMANY CHANNELSCONTENT ‘ON

DEMAND’

VIEWER IN CONTROL


DTT

7.7 million

DTT DAL

DigCable

3.0 million

MicrositesOn Demand

Mobile

30m

Ad streaming

IPTV

50,000+

DAC’s

TV on theWeb

13m

Broadband meets Broadcast

User/Ad content

DSat

8.8 million

DAL

Gaming

1m

HD Content

THE iTV ARENA IS EVOLVING- platform planning


BROADCAST TV ISN’T DEAD BUT

THE USE OF BROADCAST IS CHANGING


BROADCAST TV SHOULD BE

THE START OF A JOURNEY


USING THE UNIQUE BENEFITS OF ‘TELEVISION’

plus


THE POWER OF PARTICIPATION

You watch it with more attention

because you’ve made the choice to press the

button

You’re more alert because you want to know more about it, you expect something more in-depth

You’re sat up more focused

It doesn’t bore you, because you’re already

doing something

CONVENTIONAL TV AD:

Just watching, not so involved

Watch with a little more enthusiasm

than you would normally


THE VALUE OF PARTICIPATION – CAMPAIGN EFFECTS WE HAVE

SEEN

% Purchase propensity

Uplift vs TV only

% Brand Image Uplift vs TV only

+103 +15+43+66+263 +76+12+27+114+48+18+90+177+43+46+66

Sources: Continental re-contact, Hall & Partners tracking,2CV Interactive Communication Effectiveness


TEMPTATION, PARTICIPATION &

RETURN ON INTEREST


FRANK

11% of 11-18 year olds interacted



0.4% of 11-18 year olds interacted


FRANK MPU


THE TV EXPERIENCE SCORES WELL ON ENJOYMENT

17

17

11

21

25

24

46

34

21

15

21

34

2

3

11

I didn't enjoy it at all I didn't enjoy it much I didn't mind it I quite enjoyed it I enjoyed it a lot

How much did you ENJOY watching the advert?

Source: Q3a/Q11 Base: All Cell A (101) / Cell B (103)

Top 2 box %

45

24

%Non-rejectors of interaction

(base: 38)

17

Copyright © Weapon7 Ltd 2007Source: Q14 Base: All Cell A (101) / Cell B (103) * Top 2 box significantly higher vs trigger ad

LONGER FORM CONTENT EASES UNDERSTANDING

6

5

25

18

27

45

41

31

Very hard Quite hard Quite easy Very easy

How easy was it to UNDERSTAND what was going on in the ad?

Top 2 box %

68

%

7 12

10

46

62

36

28 90*Non-rejectors of interaction

(base: 38)

82

Copyright © Weapon7 Ltd 2007Source: Q21 Base: All Cell A (101) / Cell B (103)

ON-LINE WORKS WELL AT DELIVERING RATIONAL INFORMATION

14

17

31

25

48

49

6

10

No info at all No new info Some new info A lot of new info

How much NEW INFORMATION does the advert give you about the consequences of cannabis use?

%

10

5

24

26

46

56

20

13Non-rejectors of interaction

(base: 38) Viewers more likely to take A LOT of new info from the online ad than from the TV

equivalent


DISCOVERY CONTENT IS MORE LIKELY TO DRIVE WORD OF MOUTH

How likely would you be to TALK ABOUT THE AD with your friends?

Source: Q18 Base: All Cell A (101) . Cell B (103) * Statistically significant difference vs trigger ad

26

8

25

24

19

12

25

20

17

31

17

18

34

41

24

33

8

9

5

4

Not at all likely to talk about it Not very likely Not sure Quite likely Very likely to talk about it

Cannabis usage, age and gender have no impact on likely WOM

%

Top 2 box %

33

49*Non-rejectors of interaction

(base: 38)

38


CANNABIS USERS WHO WERE TEMPTED TO INTERACT CLAIMED TO BE UNLIKELY TO SMOKE

IN THE FUTURE

Unlikely 65%

65

68

88

85

63

Control

% Cannabis users in cell who claim to be unlikely to smoke cannabis in the future

Non-rejectors of interaction

(base: 38)


EMERGING ROLES FOR EACH PLATFORM

TV Platforms

Parent – ChildStatureDifficultEmotional Enduring

On Line Platform

Adult – AdultOf the people

EasyRational

Disposable


Sprite 3G


Sprite 3G


SPRITE 3G RESULTS

308,000 HOMES INTERACTED

48,000 REQUESTS FOR DOWNLOAD OR VOUCHER

35% UPLIFT IN BRAND APPEAL FOR INTERACTORS

92% SAID IT WAS EASY – ‘EFFORTLESS’

43% LIKELY TO TALK ABOUT IT

104% ROI (NMA Effectiveness)Source : Skyview/2cv


Xbox 360


Xbox 360


1.9M INTERACTORS1.7M VIA SKY ACTIVE A-Z

50% INCREASE IN PURCHASE INTENTION AMONGST INTERACTORS

34% OF PARTICIPANTS CLAIMED TO PASS ON VIA WORD OF MOUTH

XBOX 360 RESULTS


Mercedes


Smirnoff


Ribena Berrysplat TV


Ribena Berrysplat TV


Chemical Brothers


AND SO IN SUMMARY


THE NEW COMMUNICATION

CHALLENGEANALOGUE

GETTING PEOPLES

ATTENTION

CAPTURING THEIR INTEREST

DIGITAL KEEPING PEOPLES ATTENTION

RETURNING ON THEIR INTEREST


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