connect the dots by sarah daoudi, ana dorta-duque, alejandra gonzalez & julio sanchez -...

WHARTON UNIVERSITY CONNECT THE DOTS

February 2016

BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2

WHARTON UNIVERSITY

TEAM


WHARTON UNIVERSITY

TEAM

SARAH DAOUDI ART DIRECTOR

ALEJANDRA GONZALEZART DIRECTOR

JULIO SANCHEZ ART DIRECTOR

ANA DORTA-DUQUEART DIRECTOR


WHARTON UNIVERSITY

DEBRIEFING


WHARTON UNIVERSITY

DEBRIEFING

From the infographic monster to the puppy version

From students to business people, the first comment upon seeing the infographic was: THIS SEEMS EXTREMELY COMPLICATED.

Make the current infographic visually attractive, extremely simple and easy to understand… no matter who your audience is.

Focus on promoting the book

REDEFINE the advertising world and create a 360 platform to spark this movement.


WHARTON UNIVERSITY

STRATEGIC INSIGHTS


WHARTON UNIVERSITY

STRATEGIC INSIGHTS

In a world where every entity is self-centred and focused

on its own success we need to bring about the notion of

collaboration where links and networks are created by

joining forces and connecting the right people and entities

to form a whole. CONNECTIONS LEAD TO UNIFICATION

WHICH LEADS TO VALUE CREATION.


WHARTON UNIVERSITY

OUR TARGET

ExecutivesAcademicsStudentsForward thinkersAnyone interested in marketing and the advertising industry

The Wharton Future of Advertising Program is for anyone who seeks to foster a broader positive impact of advertising in the world. – Wharton refers to these people as the “change agents”


WHARTON UNIVERSITY

STRATEGIC INSIGHTS - KPI’S

BOOK LAUNCH

Book sales in the first 3 months • Reevaluate to readapt the advertising strategy for the

book.

SALES

Online sales • Offline sales • Sales for new products • Services such as the

MOOC Course + Sirius XM weekly Radio show.

BRAND AWARENESS / ENGAGEMENT

Website traffic • Page views • Video views • Document views • Downloads

Blog comments • Likes, shares, tweets, pins

SOCIAL MEDIA CAMPAIGN

Creating a movement through social platforms • Number of followers • Page visits •

Trending topic (how many people are talking about it on social platforms)


WHARTON UNIVERSITY

THE BIG IDEA


WHARTON UNIVERSITY

THE BIG IDEA - RATIONALE

CONNECTIVITY RESULTING IN SYMBIOSIS

The world is in constant movement and evolution is inherent to its growth. Imagine the world as an infinite doted map that comes alive as links are formed to make a whole. What would/could you accomplish if you were the force that connected all those dots. The power of connexion is infinite and it is up to you to ignite the spark that will move the world from an independent to an interdependent whole. Just connect the dots.


WHARTON UNIVERSITY

THE BIG IDEA - CREATIVE PLATFORM

CONNECT THE DOTS, IGNITE SPARK


WHARTON UNIVERSITY

CREATIVE OUTPUT


WHARTON UNIVERSITY

CREATIVE OUTPUT

VIDEO


WHARTON UNIVERSITY

CAMPAIGN


WHARTON UNIVERSITY

PRINT


WHARTON UNIVERSITY


WHARTON UNIVERSITY

HOW IT WORKS


WHARTON UNIVERSITY

https://youtu.be/ZR4eSmmPCxg


WHARTON UNIVERSITY


WHARTON UNIVERSITY

CREATIVE OUTPUT

VIDEO


WHARTON UNIVERSITY

INFOGRAPHIC

TOUCHPOINTSTOUCHPOINTS

MADES+

RAVES

AS FORCES of CHANGE EVOLVE, VALUE CREATION

is ONLY POSSIBLE WHEN MODELS are CONTINIOUSLY

CHALLENGED

FUTURE of ADVERTISING

BEYOND ADVERTISING

5 FORCESof

CHANGE

VALUECREATION

17 TOUCHPOINTS+

MADES & RAVES

IMPLEMENTATION

CHALLENGE ENTRENCHED

MENTAL MODELS

TOUCHPOINTSTOUCHPOINTS

MADES+

RAVES

AS FORCES of CHANGE EVOLVE, VALUE CREATION

is ONLY POSSIBLE WHEN MODELS are CONTINIOUSLY

CHALLENGED

FUTURE of ADVERTISING

BEYOND ADVERTISING

5 FORCESof

CHANGE

VALUECREATION

17 TOUCHPOINTS+

MADES & RAVES

IMPLEMENTATION

CHALLENGE ENTRENCHED

MENTAL MODELS


WHARTON UNIVERSITY

SPARK A MOVEMENT


WHARTON UNIVERSITY


WHARTON UNIVERSITY

CONNECT THE DOTS, IGNITE SPARK.


WHARTON UNIVERSITY


WHARTON UNIVERSITY

CREATIVE OUTPUT

VIDEO


WHARTON UNIVERSITY

ADVICE FOR THE CLIENT


WHARTON UNIVERSITY

Leverage Wharton’s network to push sales, write articles, comments, etc

Advertise and bank on the idea rather than the book itself… your selling a new way of life/business, not just a book

IT’S ABOUT THE 2020 VISION


WHARTON UNIVERSITY

REFLECTION


WHARTON UNIVERSITY

WHAT WE LEARNED FROM THIS CASE

A SYMBIOTIC RELATIONSHIP CAN BETTER THE WORLD OF ADVERTISING.

EVERYTHING IS IN CONSTANT CHANGE.

WE ALWAYS HAVE TO BE RECONNECTING THE DOTS.

connect the dots by sarah daoudi, ana dorta-duque, alejandra gonzalez & julio sanchez -...

Marketing