We Love Stories 2011: Briefing

We Love Stories 2011: Briefing

• 1.
  TOSHIBA VIRAL PROMOCOMPETITION 2010briefing information
• 2.
  I WILL TALKABOUTabout toshibalatest productsbrandingproject objectivestarget audience what we like
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  ABOUT TOSHIBAsmall andold5’ 71/2”employee at toshiba since 1987big and old1875 204,000 employeesrelatively unknown, but think a cross of siemens and ge and sony
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  OUR PRODUCTS
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  PRODUCT RED THREADexperiencequalityvaluequalitymasterpiecesallaboutthedetailscounter „geiz ist geil“ mentality
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  THE TOSHIBA BRANDmodern,human, restlessinnovationis a journey, not a destination
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  HOW IT ISARTICULATED IN FILM: SOME EXAMPLES20082010200920071st 360 degreevideoshootworld‘shighestcommercial1st stop-motion 3d commercial
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  WE TRY TODO THINGS NEVER SEEN BEFORE
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  PROJECT OBJECTIVESwork withhighly motivated and innovative teamsget fresh perspectives on brand spiritproduce creative viral videos for online usesell stuff by creating desire for toshiba products
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  TARGET AUDIENCEgadget freaksmediamogulsfilm freakscreative tribesmarketing and communicationmediaentertainmentfashionista your friends and family, who will tell their friends and families, who will tell their friends and families
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  WHAT WE LIKEallvideos should have one common aim: a strong value-exchange with the audiencethe currency: the stuff stories are made ofhumourplaymysterythrillromanceetcsome features seems to work on online viral videosencourage interactionbe playful integrate online and offlineallow users to personalised treatments
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  INTERACTIONfind inventive waysto involve viewers with your content. Most online video series generate the majority of their views from original content, but reach can be extended by more than 30% with help from viewers copying and sharing your clips.one we like is the Tippex campaign that featured the video “Hunter Shoots a Bear”. Viewers are invited to write whatever they want into the whited-out area of the interface and click play to watch as the hunter does what they say. www.youtube.com/tippexperience
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  PLAY what makesan viral video more likely to succeed is the properly created playful environment.the “Play” element is usually effective because:Motivation: we need no motivation to play: we love playing. Engagement: play is an activity that we engage in for enjoyment. A game produces flow. When we play, we are deeply involveda playful element interrupts the user in his browsing to make him want to engage in the process and share it further on.Samsung HD phone campaign is a brilliant example of optical illusion that challenges the viewer to find out how it was made.www.youtube.com/watch?v=L_8BZLhBNyUwww.dothetest.co.uk a social campaign by the Mayor of London is another good example www.youtube.com/watch?v=Ahg6qcgoay4&
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  ONLINE/OFFLINE INTEGRATIONengage peopleduring their daily life, involve them in a disruptive / unexpected process and make a viral video out of it, has proven to be successful in many casesan great example is given by the T-Mobile Dance. In a busy London rail station, something unexpected happened. Music began to play over the loudspeakers. Someone began to dance. The beat changed and 'by-passers' joined in.www.youtube.com/watch?v=VQ3d3KigPQManother good example is given by the Volkswagen campaign ‘The Fun Theory’. The concept of the campaign is that the easiest way to change people's behaviour for the better is by making it fun to do it. According with this motto they create a virtual piano to convince people to use stairs instead of the escalator www.youtube.com/watch?v=2lXh2n0aPyw
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  PERSONALISATIONmany examples seenso far would improve their sharing and engagement potential if they added an element of customization through their consumptionthese videos become different and personal according to the viewer interaction with them. This aspect is can often be found in those digital artistic works which are by definition incomplete until the very moment when the viewer is approaching it. a very popular example is the Swedish Hero Campaign. The campaign is by Radiotjanst, the organisation behind collecting the license fee for TV and radio in Sweden. In an effort to encourage young metropolitans to pay the fee they came up with a ‘thank you’ video praising the subscribershttp://www.chrisrawlinson.com/2010/02/radiotjnst-hero-viral-brief-case-study/
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  BUT WHAT DOWE KNOW?CREATE YOUR OWN RECIPE
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  Q&A ON BRAND?ONOBJECTIVES?ON OUR EXPECTATIONS?