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Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
Copyright © Weapon7 Ltd 2007
BRANDS WE WORK WITH
Copyright © Weapon7 Ltd 2007
HOW?
COLLABORATIVELY
Media Brand Advertising
Copyright © Weapon7 Ltd 2007
OVER 80%
OF UK HOMES DON’T WATCH TELEVISION
ANYMORE
Copyright © Weapon7 Ltd 2007
THEY WATCH DIGITAL TELEVISION
Copyright © Weapon7 Ltd 2007
THE DIGITAL VIEWER DESERVES DIGITAL
ADVERTISING
Copyright © Weapon7 Ltd 2007
DIGITAL TV LIVES IN A NEW WORLD
ANALOGUEINTERRUPT
FEW CHANNELSLINEAR CONTENT
BROADCASTER CONTROL
DIGITALPERMISSIONMANY CHANNELSCONTENT ‘ON
DEMAND’
VIEWER IN CONTROL
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
BROADCAST TV ISN’T DEAD BUT
THE USE OF BROADCAST IS CHANGING
Copyright © Weapon7 Ltd 2007
BROADCAST TV SHOULD BE
THE START OF A JOURNEY
Copyright © Weapon7 Ltd 2007
USING THE UNIQUE BENEFITS OF ‘TELEVISION’
plus
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
TEMPTATION, PARTICIPATION &
RETURN ON INTEREST
Copyright © Weapon7 Ltd 2007
FRANK
11% of 11-18 year olds interacted
Copyright © Weapon7 Ltd 2007
Copyright © Weapon7 Ltd 2007
0.4% of 11-18 year olds interacted
Copyright © Weapon7 Ltd 2007
FRANK MPU
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
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)
Copyright © Weapon7 Ltd 2007
EMERGING ROLES FOR EACH PLATFORM
TV Platforms
Parent – ChildStatureDifficultEmotional Enduring
On Line Platform
Adult – AdultOf the people
EasyRational
Disposable
Copyright © Weapon7 Ltd 2007
Sprite 3G
Copyright © Weapon7 Ltd 2007
Sprite 3G
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
Xbox 360
Copyright © Weapon7 Ltd 2007
Xbox 360
Copyright © Weapon7 Ltd 2007
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
Copyright © Weapon7 Ltd 2007
Mercedes
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Smirnoff
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Ribena Berrysplat TV
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Ribena Berrysplat TV
Copyright © Weapon7 Ltd 2007
Chemical Brothers
Copyright © Weapon7 Ltd 2007
AND SO IN SUMMARY
Copyright © Weapon7 Ltd 2007
THE NEW COMMUNICATION
CHALLENGEANALOGUE
GETTING PEOPLES
ATTENTION
CAPTURING THEIR INTEREST
DIGITAL KEEPING PEOPLES ATTENTION
RETURNING ON THEIR INTEREST
Copyright © Weapon7 Ltd 2007
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