Zigurds Zaķis Strategic Planning Director, DOMINO BBDO

Moscow, September 11, 2009

“Welcome to the age of PULL”Selected Cases

Step 0:Getting Your “Now What?” Right

Source for “Social Systems”: David Armano, http://darmano.typepad.com

1.

Creating content

that customers

seek or share

2.

Designing

the value for

customer

The age of PULL:

What pulls?

A.

big ideasthat work across different platforms

simple, single-minded ideas

(concepts)

that work across

different channels

Watcher Trailer

Event InvitationsGo Cards

Wall Screening Event

Teaser Trailer

Print

Voyeur On Demand

HBOVoyeur.com

Watcher Film

Mobile Content

Ancillary Websites

Online Banners

High entertainment value

Outstanding storytelling

Applications to different channels:

Translating, not copying

Trans-media experiences

B.Managing participation in

social platforms right

14

15

16

17

Big idea + consistency

Heavily non-traditional media based

A lot of branded applications

On-line (Twitter, Facebook)

Involving people (donations, recommendations)

C.Creating extraordinary

digital experiences

Agency: CP+B

Agency: Love Brindfors

IKEA, 2009

http://demo.fb.se/e/ikea/comeintothecloset/site/default.htm

IKEA, 2007

http://demo.fb.se/e/ikea/dreamkitchen/site/default.html

http://unlimited.orange.co.uk/flash/go

D.Designing services

“.... the future of advertising

is great products that have

marketing embedded in them.”

Jeff Hicks

CEO, Crispin Porter + Bogusky

October 2006

Agency: CP+B

Agency: RG/A

Agency: RG/A

Agency: RG/A

Location

http://www.swisstrains.ch/

Insight: Nobody runs a marathon on their own. Runners depend on the support of friends and family to reach their ambition.

35’000 Runners, hundreds thousands follows

StrategyMake adidas a crucial part of the conversation about the London Marathon on social media by giving the community something innovative and useful.

http://www.bemarvellous.com/does_adidaslondonmarathon.html

E.Help learning new skills

Nike Signature Moves

Nike Signature Moves

Nike SPARQ training program

FIAT: Eco Drive

G.Helping to build and

supporting communities

Agency: RG/A

Nike+ and Nike Human Race

H.Unleashing

collective intelligencemaking them work together

to solve the challenge or help each other

TwelpforceA collective force of Best Buy technology pros offering tech advice in Tweet form.

Best Buy: Twelpforce

• Strategy: to get people talking and working together to solve a puzzle too tough for just one person

• Digital Brief: make them to watch every second of TVC

Guinnesstipping.com

F.Creating platforms

for their self-expression

0. Getting your “Now-What” right

A. Big Ideas

B. Managing participation in social platforms

C. Creating extraordinary digital experiences

D. Designing Services

E. Helping Learn New Skills

F. Building and supporting communities

F. Creating platforms for self-expression

1.Creating content

that customersseek or share

2.Designing

the value for customer

Summary

In the age of pull

we all are in the business of

Designing the value

for customer

= Making his life

better, easier, richer

Try a lot of things!

Fall often!

Fall forward!