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Promax Europe 2016Patrick Bay Damsted - March 14th 2016
The state of television
The state of televisionWeek 4 in Denmark
Population 5.7 M
The state of televisionWeek 4 in Denmark
Population 5.7 M
1/5 Shanghai 1/2 Moscow 1/1 Santiago
Based on week 4 in each year Source: Gallup TV-Meter official press release.
3.600.000
3.700.000
3.800.000
3.900.000
4.000.000
1996 2006 2016
Average daily viewers in Denmark 12+
From 3.919.000 to 3.618.000
Are they cutters or shavers?
4.700.000
4.800.000
4.900.000
5.000.000
5.100.000
Uge 1 Uge 2 Uge 3 Uge 4
2015 2016
Source: Gallup TV-Meter official press release.
Average weekly viewers in Denmark 12+ 2015 vs 2016
Between 231.000 og 322.00 Danes are
missing per week.
Even though they can´t completely cut…
60
65
70
75
80
1996 2006 2016
Based on week 4 in each year Source: Gallup TV-Meter official press release.
Average percentage of Danes 12+, that watched daily
From 79% to 69%- of Danes 12+
So where does that leave us?
It leaves us with a need to make more conceptual communication in more
complex and fuller campaign designs
The classic NBC brand insight is dead:
If you didn´t have a television set, where
would you put the sofa?
But it also emphasizes what value we bring:
Why is there endless scrolling on Netflix?
Why is there endless scrolling on Netflix?
Because there are no promos to help make choices
What is the only other element than content in linear television, that the audience actually think is a service to them?
You guessed it!
What is the only other element than content in linear television, that the audience actually think is a service to them?
You guessed it!
Promos!
Ok, let´s get to it.
The new demands
A campaign has to work at three different levels
First:
The three levels• Among friends (on your channel as a promo,
between programmes as continuity, on your channels social pages)
• Among likeminded (shared between people with the same interests or set of values, on external press-sites, in interest driven communities)
• And as advertising (all purchased views - from banners over Youtube prerolls to Instagram videos)
The deliverables you need to make a campaign work
Second:
This is Kodo
Kodo on Youtube
Take half a minute…
- to experience 1400 years of history
Kodo on Youtube
Kodo on Youtube
You do not hear Kodo with your ears…
- you experience them with whole your body
Kodo on Youtube
Youtube
• 5 seconds of sound and vision (if treated as Trueview)
• Clickable action overlays all the way through
• Furthermore cards can be activated
• Long outro with clickable choices
This is Kodo on Facebook
• 3 seconds of vision
• Action buttons can be added outside the player
• You need to write your hard sell in the video
Kodo on Facebook
You do not hear Kodo with your ears…
- you experience them with whole your body
Kodo on Facebook
Kodo on Facebook
We need to experiment and work with the new principles of platforms
Our new friends
The fans!
The fans!
The people!
A promo inspired them At least we can be inspired back
Use the visual language and use the new tools
How do we do?
I like to work in the good old fashioned way…
- that never happens!
A good brief
• What are we showing?
• Why are we showing it?
• Who does it something for?
• What it is supposed to do for them?
• When will we show it?
The non-brief stuff
• Everything that can´t be explained with words
The good debrief• I have understood the job
• I have understood the confinements, the broken dreams, the legal aspects, and so on
• These are my key insights
• This is my mindset in general
• This is the time and or budget I need
The non-debrief-stuff
• Everything that can´t be explained with words
The stuff we talk about
• The product
• The market
• The target group
• The campaign mechanics
The stuff we talk about
The stuff it´s harder to talk about
Stuff we mostly feel
• The pace of the edit
• Shifts in tempo
• The quirky insight
• The deep, dry bas
• The unexpected word in a script or a silent beat
Stuff we really miss, when it is missing.
The Truth
• We are mostly asked to do the stuff we talk about
• We are mostly rewarded for doing the stuff we only feel
The Truth
• We are payed to do the stuff we talk about
• We are happy when we do the stuff we feel
Next level
• Concept
• Idea
• Execution
From insight to concept
• Insights are the best bits of your research
• Concepts are the heightened understanding, based on your research
From concept to idea
• Concepts are the heightened understanding, based on your research
• Ideas are ways of making people connect with this higher level of understanding themselves and our lives.
From idea to promo
• Ideas are ways of making people connect with this higher level of understanding themselves and our lives.
• Execution - well, it´s getting things done.
The cycle
• Going from what we barely notice (insight)
• Through a general understanding (concept)
• To feeling it (idea)
• And wanting more of the same (execution)
The best I have seen(on screen)
Edgar Tangs campaign for
Dallas Buyers Club
So, that´s it!
Almost…
Campaignability
Campaignability
• The insight becomes the concept
• The concept becomes the idea
• The idea becomes a campaign
• The campaign works on all three levels
• And have the deliverables to make the most of it
So where does that leave us?
It leaves us with a need to make more conceptual communication in more
complex and fuller campaign designs
But there is ONE person, who can say it so much better!
The Voice Over GuyAt least do it for
And next time (or in the bar), I would love to tell you why I think we should never
campaign for ourselves and our products, but always for the people
we would like to connect with.
Promax Europe 2016Patrick Bay Damsted - March 14th 2016
