marc vroonen - cross media: een blik achter de schermen
TRANSCRIPT
Dia 1
Een achter de schermen van
by Marc Vroonen
creative media project developmentcreative media strategy & planningmedia, event & personality sponsorshipa/v creativity: non-spot advertising; short & advertising funded programming; cross-media; product placement/integration & bartering; VRT-alliance expertAV-tracking ROI Measurementbrand & field activation19 years of creative media use experiencepioneer of Viking TV (SBS Belgium) 95-98head of Aegis sponsorship 99 09exclusive Mediabrands partnership 10 02/12The Pool: since 03/2012
44, 3 kids, leuven
PAIDOWNEDEARNED
CONVERGENCE
Push Market > Interactive Technology Market Social Media, tablet, smart become standard media tools Conversation Mgt & Social Media break through Consumer & Content are critical Kings Mono-Media is Dead Multiple media touch points with 1 goal (Long Term) Engagement Create a Brand & Consumer Experience Advertisers seek originality & Creativity (always have) Are Open towards Cross-Media Traditional Media are under pressure Time Shifting / Digitalisation / Consumption / Fragmentationanno 2013
10 COMMANDEMENTS OF CROSS-MEDIAgoesting!
10 COMMANDEMENTS OF CROSS-MEDIAcreativity
10 COMMANDEMENTS OF CROSS-MEDIAcredentials
10 COMMANDEMENTS OF CROSS-MEDIAideas
How difficult is it to be simplevincent van gogh
10 COMMANDEMENTS OF CROSS-MEDIAknowledge
10 COMMANDEMENTS OF CROSS-MEDIAneutrality
May 30, 2013- 18
10 COMMANDEMENTS OF CROSS-MEDIAselectivity
10 COMMANDEMENTS OF CROSS-MEDIAspoc(diplomacy)
10 COMMANDEMENTS OF CROSS-MEDIAtransparency
10 COMMANDEMENTS OF CROSS-MEDIA
10 COMMANDEMENTS OF CROSS-MEDIAbelieve!
10 COMMANDEMENTS OF CROSS-MEDIAGoesting!
CreativityCredentialsIdeasMedia knowledgeNeutralitySelectivitySPoCTransparency
Believe!
Q4 2011Q1/Q2 2012Q4 2012
BrantanoVIJF Nationale Schoenendagen
Q1/Q2 2013
+ Brantano owned channels
Brantano VIJF Nationale Schoenendagen 12
BriefingCreate a cross-media campaign for the launch of the new generation of roof windows at Batibouw. Highlight the key benefit of a roof window: More Daylight! Increase number of Facebook Friends. ConceptDe Daglichtgids is a national Mini-Mag (NL & FR) of 12 pages full of product benefits, examples & tips & tricks by Michle Van Sbroeck! The Mini-mag is distributed by a national selection of magazines and is in line with a series of TV-infomercials and an online dossier. Mini-Mag has also been distributed at Batibouw. Play & Win a trip to Sweden!
viervijfNieuwsblad.beVijf.be
LibelleFemmes dAujourdhuiMoustiqueHUMOFeeling WonenGael Maison
Velux De daglichtgids
ResultSuccessful Batibouw campaign. Very high Play & Win participation. +5.000 Facebook friends within 2 weeks time.
February March 2013Winner Communication Award Batibouw 2013
BriefingThe project started with a pro-active idea from Corelio Connect and has been broadened to a cross-media project by The Pool.ConceptEfteling Pyjama Party is a creative, multi-platform play & win. Kids can win an exceptional adventure in Efteling with visit, stay over & Pyjama Party at Efteling for family & best friends. At the dedicated website, kids had to create their ideal Pyjama + motivation to win. Afterwords, a mini-program has been made of the adventures.We address to the kids & the parents
vijfnickelodeonNieuwsblad.bevijf.benickelodeon.be
Het Nieuwsblad Magazine
Efteling Pyjama Party
ResultWe have received over 11.000 Pyjama-creations during the 2 weeks active period. March 2013JommekeskrantHet Nieuwsblad
* via www.thepool.be