Новая реальность (c) andre matarazzo. digital marketing 2010

From Brazil

Thursday, November 11, 2010

How the world sees Brazil1500 consumers in 23 countries


beaches76%01


exotic atmosphere

66%02


61%03carnaval


59%04somewhere unexplored


59%05music


51%06party atmosphere


42%07sexy brazilians


35%08football


How Brazil sees Brazil644 consumers in 1 country


corruption49%01


02“jeitinho”(figure it out)

31%


31%03football


27%07good humor


26%05badly behaved


25%06social inequality


25%04carnaval


08economic growth

21%


The middle class is emergingUS$ 700 - 2.683 / month


Over 20 million in the last2 years


What are they looking for now?


statusbeing seen by others


statusbeing seen through social media


having3%


experiencing97%


sharing who you are


sharing what you do


sharing what you

knowThursday, November 11, 2010

sharing who you know


sharing what you

likeThursday, November 11, 2010

sharing where

you’ve beenThursday, November 11, 2010

People are spending much more time interacting with other people, and much less time consuming content from websites


brands must help people experience things and tell their own stories


productstorycreates desire to have

brand stories don’t create status


product

gotta have that

sparkcreates desire to engage

storycreates context for product

people’s stories create status


unimed video


unimed twitter + analytics + % conversion


Some ideas that spark stories


Try mixing digital with the real world

01


GlimmerAbsolut Vodka


Donate WordsInstituto Mario Pena


Kayak Scented BannerNatura


Magic Christmas CardSwedish Post


Try facilitating people’s sharing

02


Donate your sharingBrazil’s elections


Coca-Cola VillageCoca-Cola


Try enhancing people’s lives through new services

03


Nike Plus AppNike


Girl’s tipsBuscofem


Rio de Janeiro CircuitUnimed-Rio


TwelpforceBest Buy


Try using existing technologies and content

04


YoutiqueFrench Connection


Visit BrazilEmbratur


e-penisSomeone...


The next benefitItaucard


Try allowing people to change your ptoduct

05


Design your flip-flopsHavaianas / Threadless


Design your coverWallpapers


Design your flavorVitamin Water


Try low motivation for high participation

06


The world’s buggest bagDoritos


Save the Galvão BirdsSomeone...


“Shut up, Galvão”


Try rethinking offline medias

07


Interactive MagazineAXA Insurance


Wopper FaceBurger King


How can you start having great ideas that spark stories?


Stop thinking in terms of campaign cycles

01


before

today

plataform / service

social media base

campaign

year

interest

campaign

interest

year


Reallocating budget for creating and supporting continuous efforts. You are building new products!

Structure internally for dealing with many actions at any time.


Let the best idea come from anywhere

02


digital

package

cinema

newspaper

guerilla sponsorship

magazine

radio

ooh

popTV


digital

package

cinema

tv

guerilla sponsorship

magazine

radio

ooh

popCONSUMERSERVICE


Pitch for the best ideas.

Review, determine best.

Players go back to their focus and work together.


Customers are ready to tell stories anywhere, so

be there!

03


Allow others to fail

04


Bowling


Pinball


Watch out for the middle management =risk averse!

Gets it right = pat on the back

Gets ir wrong = fired


from disruptive

to productive


Спасибо

@gringo_nu


Новая реальность (c) andre matarazzo. digital marketing 2010

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