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How the Australian Broadcasting Corporation is taking to tablets and smartphones
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report addresses how the Australian Broadcasting Corporation is innovating on tablets and smartphones.
This event report addresses how the Australian Broadcasting Corporation is innovating on tablets and smartphones. In the first instance, the organisation is creating a tool for tablets that will allow users to enjoy a mix of content, from television to radio to print, all in one place. Rather than simply being a "second screen" experience, this service is seeking to be truly immersive in its own right. On smartphones, the Spoke app now gathers together national and local news in one place, and allows consumers to easily move between these tiers as interests them.
Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
MMA EMEA Forum 2013: Mobile strategies from Unilever, AXA and The Weather Channel
Joseph Clift, Event Reports, MMA EMEA Forum, November 2013
In this event report, three major brands outline how they are using mobile to advance their business objectives.
In this event report, three major brands outline how they are using mobile to advance their business objectives. Unilever, the FMCG giant, believes it serves as a “connective tissue” linking together the various other aspects of the marketing mix, and can be employed beneficially in both mature and emerging markets. On its part, AXA, the insurance provider, has turned to apps to boost its core brand metrics, a goal largely achieved through utility marketing and providing useful tools for drivers. In the advertising sphere, The Weather Channel has sourced data from a range of internal and external sources to build a predictive advertising service, and is also integrating native ads into its app.
Village Voice Newspaper: New York writes itself
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it.
This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it. Village Voice had a history of capturing the uncensored voice of the city, and so invited people to submit real, everyday stories about life in New York to a website. The magazine was experiencing decline as a result of the development of the internet and so needed to innovate. Recognising that people enjoyed commenting on articles and being part of the narrative led to inviting them to submit pieces to a competition. Ads promoted the competition, and artists were commissioned to create limited edition prints that depicted some of the stories. The best stories were woven together to create a sold-out crowdsourced play, with some of the profits donated to charity, further enhancing the brand's reputation.
Satyamev Jayate: Managing a billion expectations
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media.
This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media. The challenges faced by the program were: social programming is not thought of as entertainment by consumers, it handled disturbing issues on a Sunday morning, and it was in competition with a popular entertainment show. The program had the initial draw of being hosted by a famous film-star making his television debut, Aamir Khan, but needed to maintain good viewing figures throughout the 13 part series. Insight suggested that people had become immune to the bad things happening around them, and so the campaign sought to engage people's hearts. Television ads (which were also placed online) featured Aamir Khan rebutting reasons why people would not watch the program. Engagement with the program after the first show was sustained through social media engagement, including polls, forums and video uploads. The 13 part series generated 513m viewers, compared to its main competitor's 430m.
TripAdvisor: Selling the product no one wants
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers.
This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers. Featuring on the website is free, but a paid-for business listing is required to display contact details. The company had already attempted to sell this service to most of the target group and been refused, with mailings ignored. To make the direct mailing engaging personalised business results from the hotel's TripAdvisor were included, such as page views, traveller reviews and similar. The mailing explained what each hotel gained from its TripAdvisor page, and what it could gain by buying a business listing. This mailing delivered 617% ROI.
Google Chrome: Ramakien
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a campaign for Google, the internet technology company, to launch its Chrome internet browser in Thailand, using the technology to tell a traditional story.
This case study describes a campaign for Google, the internet technology company, to launch its Chrome internet browser in Thailand, using the technology to tell a traditional story. Research suggested that consumers in this market respect tradition and enjoy seeing traditional stories in a modern context. The product's capabilities were showcased through the telling of a traditional story - Ramakien - that has been passed down through generations. As the story was told, interactive experiences demonstrated Chrome's features and security, and Google's services. During the campaign there was a 53% increase in usage, making it the most widely used browser in Thailand.
iButterfly: Turning the sky into a canvas
Alice Lee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch in Hong Kong of iButterfly, a smartphone app for collecting virtual coupons shaped like butterflies.
This case study describes the launch in Hong Kong of iButterfly, a smartphone app for collecting virtual coupons shaped like butterflies. Giveaways and money-off rewards, often distributed by newspaper coupons, were very popular in Asia. Dentsu brought the iButterfly concept from Japan to make coupons a more exciting, more social experience for consumers, and a more useful tool for advertisers. The app featured 'gamification' and 'augmented reality': virtual butterflies would be released in an area of the city, which users would find using smartphone cameras, before 'flicking' virtual nets to catch them. High profile marketing events, such as a unique butterfly carrying a coupon for a new phone from Samsung, increased the app's popularity. Over 100 campaigns were launched, 1.8 million impressions were gained on Facebook and the app was taken to another 10 Asian markets.
Astro: Oh My English - Changing mindsets toward a language
Nisha Roy, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Astro, the television network, to improve the quality of spoken English in Malaysia through a television comedy series.
This case study describes a campaign by Astro, the television network, to improve the quality of spoken English in Malaysia through a television comedy series. Astro saw the quality of spoken English as a problem in Malaysian society, with research showing that some social groups regarded speaking English as 'showing off'. Educational television had also been found to be unpopular with audiences. Therefore the network's challenge was to create an educational television format which engaged viewers and changed their attitudes towards speaking English. A comedy series was chosen as a way of educating and entertaining audiences simultaneously. This was advertised through television, social media and radio, demonstrating common mistakes in English that led to humourous outcomes. As a result of the campaign the television show gained a strong social media following and pledges from people to speak better English. The television series reached an audience of 3.6 million.
BFM 89.9: Heart attack in many forms
Milan Agnihotri, Ben Chew and Gavin Goh, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks â€“ the country's number one cause of death â€“ in support of World Heart Day 2012.
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks â€“ the country's number one cause of death â€“ in support of World Heart Day 2012. The campaign's objective was to encourage listeners of BFM 89.9 to discuss their susceptibility with their doctors. BFM 89.9 had a tradition of changing the meaning of its station ID and acronym every quarter, and this was used to communicate warnings, such as 'Limp, Tingly Arms. LTA 89.9'. The idea was that subtly changing a familiar brand would surprise listeners into remembering to act. The cycled acronyms were broadcast at least twice every hour and were always followed by a longer warning about heart attacks. Check-ups on the risks of heart attacks increased 28%, awareness of the symptoms of a heart attack increased by 41.4% and BFM 89.9 improved its reputation as a trustworthy media source.
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