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