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Connecting the dots
Sunyoung Lee I CEO I Isobar Korea
© Isobar. Confidential & Proprietary
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Our Group
Performance marketing
Global outdoor specialist
Creative & contentGlobal communication planning & media buying
Global communication planning & media
buying
START FROM A DIFFERENT PLACE
BRINGING PEOPLE &BRANDS TOGETHERLIKE NEVER BEFORE
PIONEERING OUT OF HOME
DIGITAL PERFORMANCE
ON A GLOBAL SCALE
REDEFINING MEDIA
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Our Isobar global
network
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Singapore
Jakarta
Melbourne
a modern communications agency
of 3,000 in 46 offices across 31 markets
What we are
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Connecting the people and brands
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Connecting me
Talking
Listening
Supporting
Embracing
Energizing
Engaging
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Connecting me
Listening
Supporting
Embracing
Energizing
Talking
Engaging
Stories
Social & mobile
New Media
Data
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Extend, enrich & create brand stories with consumer engagement and make it shareable, searchable & measurable.
…. I know the rule, but how to make it ?
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Connecting me
Rule of digital in web 4.0 :
Creativity is still important in MKT communicationConsumer becomes the center of creativity The creativity becomes real with digital, driven by the technology
1. Before people try to understand the digital, but in web 4.0, the digital understands the people
2. The convergence driven by technology comes up with the seamless touch point. ( covering 24 hours )
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Everybody wants to be happy in the life. Digital can be
happy virus in sharing
Just fun.
Digital is making real
OR
The rule of the game
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Digital can be happy virus in sharing
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Feel the refreshment !!
Dance game with 2 PM
Coke Dance digital vending
machine
Draw keen attention and conversion
Sharing and expansion
Just fun. Digital is making real
Dance game with 2 PM
Coke Dance digital vending
machine
Draw keen attention and conversion
Sharing and expansion
Connecting in social
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A huge growth in the adoption of Facebook with 67.38% increase in monthly active users in Korea
New way of creating “branded” content that is
Shareable, Searchable, Measurable
PropagateThrough
B.O.E Media
Key Opinion Leader Strategy andactivation
Why and What
Resultsand
Evaluation
Social Brand Equity
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ISOBAR Philosophy Social Man
•Fun Stuff•Play
•Knowledge•Goodies
•“I + Verb”•Personalization
•Greet•Poke•@
•Pledge•Support•Advocate
Human motivations for Sharing Content *
•They are not mutually exclusive•Can be all 6 of them, but there’s always a leading motivation for our idea.
Type of Contents /Interaction
*Remark: Based on a Study by New York Times Costumer Insight Group
• Find the motivation that’s most relevant to your message/objective• Develop the main content & its interaction based on this motivation
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Motivation-based Framework for Share-worthy Content
Motivations for sharing – China M15-19
Entertainment Utility Self-definition Relationships Altruism
SOURCE : Aegis China CCS Study, 2012, Attitudinal Statements
Moti
vatio
n In
dex
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Successful SNS in brand communicatio
n
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Drivers to making content share-worthy
(Social commerce real-time coupon service)
M-Commerce offers Location Based Serives(LBS) and It possible to fine real-time coupons surrounding areas.
47%47% of Users has experienced m-commerce Vs. 16.9% in the same period last year. of Users has experienced m-commerce Vs. 16.9% in the same period last year.
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Case studies ; SNS with consumer stories
City café
“ The entire city is my coffee shop”
Connecting in screens
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isobar nowlab – Consortium for Digital Innovation
Media - Facade Interactive Wall Mobile Tech
Digital Tech Trend Research
Human InteractiveResearch
NFC tech withSocial & e- commerce
Cross Media Market Research
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CREATIVE Case Simulation
TECHNOLOGY
ResearchDigital on-off
Market
isobar nowlab - We create digital market solution ideas that combine...
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isobar nowlab - We can help join the dots across convergence media...
SOCIAL APPSBRAND PAGES
ONLINE ADVERTISING
SEMSEO
DIGITALOUT OF HOME(DID)
WEBSITESMOBILE SITESMOBILE APPS
VIRALUSER GENERATED
CONTENT
FACEBOOK, YOUUTUBE , SOCIAL ADS
BLOG POSTS & COMMENTSFAN PAGES
NEW DIGITAL TECHNOLOGIES( 신기술 적용 )
VARIOUSDIGITAL
SOCIAL
NEAR FIELD COMMUNICATION
(NFC)
N-Screen(Mobile)
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isobar nowlab - Digital Space Architecture Methodology
소비자의 행동 인지관찰 , 인터뷰
소비자 행동 , 동선에 적합한 인터렉션 프로토 타입
디지털 인터페이스 아키텍쳐 설계
디지털 환경 테스트 및 구현
“nowlab Digital Space Architecture Methodology
“
A B
CD
isobar nowlab Experience Overview
Beam Projector
Touch Table
Magic Mirror
Display
Motion (Gesture)
Touch
Interaction
Contact
LCD TV
Wireless Network
Connection
Input
Printer
Output
Digital Camera
Kinect motion sensor
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isobar nowlab Case Study - Seamless Retail Experience (Special K & SK-II)
PLAY
미디어 파사드
투명 디스플레이
터치 테이블
Kellogg
Kellogg SK-II
증강현실
NFC
PLAY
SK-II
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nowlab Case Study - Get Your Energy Back… (isobar UK)Client: Toyota
Campaign: Get Your Energy BackBrief
The Auris Hybrid was the most important launch for Toyota in 2010. The car combines hybrid technology,
with the good looks and practicality of a compact hatchback.
Our objective was to create a buzz about the launch and
in doing so, communicate a unique quality about the Auris – that it recycles energy while it drives.
The target audience was male and female drivers aged 30-50 years who lead busy lives and demand a lot from
their cars. For them, image is just as important as economy. They like the idea of lower fuel bills and are
impressed by useful, clever technology, but they’re not sure about hybrid cars. We wanted to get them intrigued
and excited about what hybrid technology could do.
SolutionWe wanted a campaign which was as innovative
as the car itself. To ensure the content was talked about and shared via social media, we
needed an irresistible idea which would appeal to a tech savvy audience
We decided to create a live event in London employing an innovative 3D projection mapping technique to dramatise the hybrid technology inside the car. We parked the Auris in a busy urban location at night. To passers by, the car
appeared to magically transform, its metal shell peeling back to reveal its inner hybrid energy,
symbolized with glowing blue light.
Video content from the night was then seeded onto a targeted websites and featured on Toyota’s website, YouTube channel and
Facebook page. Photos, videos and tweets from the night were aggregated on a hub site:
http://www.getyourenergyback.co.uk. A cinema advertisement has also been produced from the
content and will air in cinemas nationwide during January / February 2011.
ResultsThere are now over 130,000 views of the main film on
YouTube.(2011,12 : 275,000 views) The asset has been amplified within owned communications and driven a
further 94,000 views across the Toyota.co.uk and eCRM broadcast to prospective Auris buyers.
Over 100 articles have been published across print, online titles and blogs. PR value is currently estimated at
6 million impacts with a value of £491,000. Bought media has provided a further 132,000 views and a 15%
click to play rate.
In total, there have been over 350,000 known views. When combined with the ‘Making Of’ film, user-
generated content and the views we have had on blogs and news sites that have embedded their own video file rather than the YouTube edit, this total figure is likely to
be over the 500,000 mark.
Innovative stories
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Media wall Augmented reality CRM 3D projection Cross platform
Digital signage New media convergence Smart Grid
Connecting with DATA
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CRMCRM
Integration data with retargeting
Using insightful data, integrated and holistic planning through
implementation available for retargeting
OBJECTIVES
PORTRAIT
FOOTPRINT
JOURNEY
STRATEGY
PLAN
RESULTS
ACTIVATION
Closed loop marketing
Seamless tracking and data management enables closed loop
marketing with no licking consumer insight
Quality content with ground Quality content with ground breaking training systembreaking training system
Amplifying through communities Amplifying through communities
Capture the data for closing the loop Capture the data for closing the loop
Integrated with mobile app.Integrated with mobile app.
Synchronize the consumer data in the products with mi coach
application
Off line (product )
Mobile/ Digital Kiosk
PC (website) • Speed cell • Download the mi coach application
• Mobile contents for education • Mobile application with features
to support the training
•Personalized and sports-specific training plans, workout calendar, and
workout feedback
Community
• Community in local market for sharing program
Closed loop marketing
Measurement & Optimisation(Connecting the Data)
Personal data tracking is rapidly increasing across multiple devices. Ongoing, rapid access to in-market response analytics & listening platforms allows for intelligently optimizing the seamless brand experience for the personalized“digital persona”.
Pewr
Personalized Digital Data
Persona
Isobar
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Our Group
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We bring people & brands We bring people & brands together like never before… together like never before…
What We Do
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Thank you!