goviral cannes 2011 - the long idea
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May we all live in a world where we tell stories. Long, powerful and multilayered stories. Stories with great myths & mysteries, heroes & villains... and let us build those stories so that they fit for our time, for a world full of wonder and technological opportunity. Let us build stories that empower people and move them emotionally. Both brands and users would be better off for it.TRANSCRIPT
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Brands as Religion
By Mar0n Lindstrom
21st century Evangelism
By Jimmy Maymann
The long idea
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When did football get so BIG?
1966: The Mirror, then the
most popular daily knew a piece of history when it saw one. ALer England won the world cup Its
front-‐page splash proudly announced: “A bouncing
girl for baby Alex”
2006: 376 channels 214 countries
75.000 hours broadcast 16 page daily add ons 4,2bn page views
125mil online views (new) 73mil mobile pv’s (new) 26,29bn total viewers
Sources: Intelligent life, Fifa.com
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A media revolu0on
10-‐20
20-‐50
50-‐99
+100
+1000
+10k
+100k
1930’s-‐1950’s 1960’s 1970’s 1980’s 1990’s 2000’s 2010’s
Channels
Source: Intelligent life
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Long term branding Source: IEG sponsorship group
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Long term branding $5bn
$10bn
$15bn
$20bn
$25bn
$30bn
Yearly spend on corporate sponsorships (2/3 is sports)
1989 1996 2004
$35bn
$40bn
$45bn
2010 2000
$1,4bn
$5,1bn
$16,6bn
$28,0bn
$46,1bn
Source: IEG sponsorship group
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How have brands capitalized?
$11Bn
Source: The Economist and Dr Peter Rohlmann
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Beckham
Copyright © Mar0n Lindstrom 2011
Buddha
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How well are brands stacking
up?
2042 years 3300-‐40000 years 3500 years
1387 years 910 years 2500 years
3509 years 2509 years 126 years
Copyright © Mar0n Lindstrom 2011
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We have (increasingly) nothing to talk
about – well except to talk about brands…
Copyright © Mar0n Lindstrom 2011
37% 2011:
Brandwashed study
15% 2001:
Carl, W. J. What's All the Buzz About?
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€7 million neuroscience experiment
Copyright © Mar0n Lindstrom 2011
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We took 12 holis0c brands…
Copyright © Mar0n Lindstrom 2011
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…and 12 non-‐ holis0c brands
Copyright © Mar0n Lindstrom 2011
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...and tested them against our faith
Copyright © Mar0n Lindstrom 2011
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Rituals
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
The 10 commandments
Copyright © Mar0n Lindstrom 2011
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Conscious Brand Rela0onship Drivers (MicrosoI versus Apple)
Apple
Microsoft
Copyright © Mar0n Lindstrom 2011
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Non-‐conscious Brand Rela0onship Drivers (MicrosoI versus Apple)
Apple
Copyright © Mar0n Lindstrom 2011
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Symbols
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
Copyright © Mar0n Lindstrom 2011
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Vision
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IKEA’s architecture philosophy
Staff name: Staff email: Staff phone:
4 Northcliff Street – Sydney 2012 NSW
Copyright © Mar0n Lindstrom 2011
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Storytelling
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Remember…?
Copyright © Martin Lindstrom 2010
Is Jaws what we want to say here? Vision is about grandeur too!
Copyright © Mar0n Lindstrom 2011
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Copyright © Mar0n Lindstrom 2011
Alfred Hitchcock’s two scripts
Copyright © Mar0n Lindstrom 2011
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Theatre of the stage
Copyright © Mar0n Lindstrom 2011
Theatre of the mind
Copyright © Mar0n Lindstrom 2011
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Symbols
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Smash Your Brand
The power of owning an iconic
language
Copyright © Mar0n Lindstrom 2011
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Picture from deck It all began in 1915…
Copyright © Mar0n Lindstrom 2011
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Guess who…?
Copyright © Mar0n Lindstrom 2011
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Wheel SilhoueQe Ear plugs
Eco System Colours NavigaUon
Copyright © Mar0n Lindstrom 2011
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Design Icons FuncUonality sound
Eco System Naming Ritual
FuncUonality sound
Copyright © Mar0n Lindstrom 2011
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Evangelism
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The control …of 5 individuals
Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
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Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
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A $3 million experiment
Copyright © Mar0n Lindstrom 2011
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ALer the respondents had heard about the brand during a
“casual conversa0on” their ajen0on to the
brand online increased with…
49% The Brandwashed
Copyright © Mar0n Lindstrom 2011
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Time
Impa
ct
ABOVE
BELOW
3 months 3 months 3 months
The long idea
Copyright © Mar0n Lindstrom 2011
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21st century evangelism
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The world looks very different
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From des0na0on to distribu0on
70%
75%
80%
75%
Wave 3 (2008)
Visit to brand website in last 6 months!
Wave 4 (2009) Wave 5 (2010)
85%
79%
85%
Source: UM, Wave 5 study, 2010
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What has changed?
Publica0on:
Distribu0on:
Produc0on:
0%
50%
100%
2006: 10% 2010: 45%
2010: 47%
2006: 28%
Upload videos
Run a blog
0%
50%
100%
2006: N/A
2010: 79%
2010: 84%
2006: 30%
Watch video
Visit social network
0%
50%
100%
2006: 0% 2010: 33%
2010: 65%
2006: 25%
Comment & rate
Visit microblogs
Source: UM, Wave 5 study, 2010
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15 hours
20 hours
25 hours
30 hours
10 hours
5 hours
0 hours
Live broadcast
A world of on demand
Source: The diffusion group, 2010
Time spent with video content
2006-‐2010 2011-‐2016 2017-‐2022
On demand
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From Vogue…
…to Michelle Phan
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Michelle Phan -‐ Ecosystem
1,6mil subscribers 450mil views
650k Fans 3-‐4k likes per post
200k Followers 99,2% rank in Twitalyzer
2011 launch of the Michellephan.com hub
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How to build momentum online
Distribu0on Amplifica0on Explosion
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Audience is built over 0me
Jan-‐Apr 2009 Apr-‐Oct 2009 Nov10 – Feb11
Dance Sing along
Welcome back
Royal wedding
Apr 2011
Online presence
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CollaboraUve and social content to generate publicity
• Over 100 million total views on Youtube, support with TV/Outdoor as celebra0on
• 52% increase in sales YOY
• Massive mainstream media ajen0on in the UK
• Shared on over 2500 blogs
*Source: The Ambient Advert 0tled 'Dance' Case Study by Mediacom
• A total of +900 videos published over the last 3 years
T-‐mobile: Life’s for sharing
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85% (Ongoing)
15% (Push)
TV Display
Outdoor
A deeper communica0on
Awareness
Interest
AcUon
Loyalty
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'We're not in the business of keeping the media companies alive. We're in the business of connec9ng with
consumers.'’
Trevor Edwards, Vice President, Global Brand
& Category Management -‐ Nike
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From ads to experiences
55% drop in TV budgets over last 10 years
+30 na0onal teams + 200 Club teams +500 Athletes
+10,000 pieces of content 6 Hubs / 1 academy
Source: Nike.com & Wikipedia
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Ac0on
Awareness Interest
Ac0on Loyalty
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Daily/Weekly
Daily/Weekly
Weekly/Monthly
6-‐12 Months
Always on
85% (Ongoing)
15% (Push)
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Awareness: Write the future
Content: 3min lead spot
DistribuUon: TV, Roadblocks, Paid media
Metric: Impression, views, fans
Aim: Targeted views / FB fans
Results: 55mil views / 4,5 mil fans
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Content: Events, +450 videos, Hubs
DistribuUon: Seeding/Social
Metric: Engagement / Interac0on / fans
Aim: Interac0on and community
Results: +125k pages created / 1 player signed
Interest: The Chance
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Content: Product info/video & customiza0on
DistribuUon: Search / Owned media
Metric: Sales
Aim: Conversion
Results: Nike’s fastest growing division globally
Action: Bootfinder
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Loyalty: Football+
Content: Nike football+ (video, apps)
DistribuUon: Owned media
Metric: CRM
Aim: Loyalty, word of mouth
Results: #2 Social media brand (Headstream)
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Nike: The long idea
Design Retail & media Colours
Eco System Ecosystem Storytelling
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2010 World cup – online buzz
Rank Brand Share
1 Nike 30,2%
2 Adidas 14,4%
Source: Nielsen / Edelman 2010, NPD Sports Tracking Europe and SportScan. * Facebook June 2011
Market share 80%
60%
40%
20%
1966 1994 2006 2010
8,2mil
4,4mil
The global bajle for football
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