o controle remoto de nossas vidas_nestlé
TRANSCRIPT
O CONTROLE REMOTO DE NOSSAS VIDAS
Estamos próximos a um Tipping Point
“De onde vem o valor?”
2
THESPACEERA
1. MERCANTILISMO2. CONQUISTAS3. ERA INDUSTRIAL 4. OPERARIO DE
FABRICA5. PETRÓLEO, AÇO,
FERROVIAS
Eu ganho, você perde!
THETIMEERA
1. PRODUTIVIDADE2. ECONOMIA DE
SERVIÇOS 3. TRABALHADOR DE
ESCRITÓRIO4. MIDIA, FINANÇAS,
PUBLICIDADE, TELEVISÃO
5. ELETRODOMÉSTICOS
Tempo é dinheiro!
THEATTENTIONERA
1. “EYEBALLS”
2. ERA
INFORMAÇÃO
3. STARTUPS
4. TRABALHADOR
COM
CONHECIMENTO
5. INTERNET,
MOBILE, SOCIAL,
TECNOLOGIA
Busca pela atenção!
O que vem a seguir?
THEPERSPECTIVE ERA
1. EXCESSO INFORMAÇÃO
2. FLEXIBILIDADE E ESCOLHAS SEM PRECEDENTES
3. TECNOLOGIAS BARATAS, MOBILE, CLOUD-BASED
4. NEGOCIOS BASEADOS EM ESTILOS DE VIDA
5. DESIGNERS DE ESTILOS DE VIDA
6. FREELANCING E CONTRACTING
1. HYPER-SIMPLE
2. HUMAN-CENTERED
3. CONTEXT-AWARE
possuir acessar
vertical horizontal
sequencial fluido
1 2 3
Mobile
Media
Mobile
Search
Mobile
Web
3 pilares essenciais
12
Sites responsivos – sua marca já é assim? Mobile Web
2
Mobile
Search
Mobile search é sobre
aqui & agora
• + 2M apps• 40 apps avg por celular• 7 apps mais usados
ADIDAS "LIGHT YOU UP" CAMPAIGN (US)CONSUMER VALUE: EXCLUSIVITY & DEAL/OPPORTUNITY
PROXIMITY TARGETING DRIVE TO EVENT
Reckitt Beckinser - SBP - Brazil
GOALReckitt wanted to do a activation campaign
for SBP Noites Tranquilas, they need to
reach out mothers, during the summer
weekends, at the beaches of São Paulo,
Rio de Janeiro and the northeast cost of
Brazil.
mobile campaign summary
SUMMARY RESULTS
Smart Targeting: In order to reach the mothers audience Reckitt
ran standard banners on Android and iOS, smartphones and tablets,
featuring on applications targeting the female audience.
Adsmovil also geolocated these mothers on the beach cities
from São Paulo to Ceará, in over 3.000 supermarkets on the
region, and on the highways to the beaches.
Morethan 5milllionsimpressionsdeliveredonthetarget.
Thestandardbannersachievedaaverage CTRof3.50%
The average CTR was 5 times bigger than the same campaignontheweb.
This case won a award in September/2014 on MMA Smarties inNY.
mobile campaign summary
SUMMARY RESULTS
BAILEYS - Mother’s Day - México
GOALD I A G E O wanted to do a activation
campaign for BAILEYS in México, using a
mobile strategy in order to reach mothers
on the week of Mother’s Day.
Smart Targeting: In order to reach a female
audience from 25 to 45 years old, DIAGEO ran
standard banners and a video ad of BAILEYS on
AndroidandiOSsmartphonesandtablets, featuring
on applications targeting the female audience
over the 60.000 apps of Millennial Medial.
The standard banners achieved a average CTR of1.50%,
The video ad achieved a average CTR of 5.79%, ontabletsthevideoCTRreached7.05%.
Thevideoadwasdelivered1.500.000timesin3days
Morethan100.000clicks in3days
More than 60% of the users watched more than 60% ofthevideo
17%oftheusersviewedtheentirevideoad.
E não se esqueça! Mobilidade...
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