創意病毒的擴散戰術（12/16）

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Neo Marketing Workshop

《數位行銷學院》2011數位行銷年度經典完全公開 12/16上課簡報檔 Presented by 智威湯遜廣告董事總經理鄧博文Evan

Business Technology

Direct SP
TVC

PR/Event
Core Internet
Idea

Radio
OOH
NP/MG

42% Online

25% TV

12% Radio

12% Print

10% Mobile Source: Google Touchpoints Consumer Survey

Power of Media
Power of Ads
Power of People

JWT’s PHILOSOPHY

, “ ” ;
…
Today, consumers won’t spend time on things that will
“interrupt” their life.
They want to see some creativity that they can….

JWT’s PHILOSOPHY

ENGAGE
Our communication need to creative a proactive engaging by consumers!

Viral Video
- TVC 5
(SONY
VAIO)
+

( )
=8,953

?!!
Viral Video
p CPC (Cost per Click)

n
785 Click x NT$20/click

= NT$157,000,000

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創意病毒的擴散戰術（12/16）

4. Direct SP TVC PR/Event Core Internet Idea Radio OOH NP/MG

6. 42% Online 25% TV 12% Radio 12% Print 10% Mobile Source: Google Touchpoints Consumer Survey

7. 76%

8. … Brand Us

10. Power of Media Power of Ads Power of People

11. JWT’s PHILOSOPHY JWT

12. JWT’s PHILOSOPHY , “ ” ; … Today, consumers won’t spend time on things that will “interrupt” their life. They want to see some creativity that they can….

13. JWT’s PHILOSOPHY ENGAGE Our communication need to creative a proactive engaging by consumers!

14. JWT’s PHILOSOPHY “ ” “TIME Philosophy” Consumers want to spend more time on your brand

15.

16. Thinking

17. Thinking

18. Insight CVS

19. Proposition

20. How? Online Ads Surpass TV Ads In Recall, Likability1 70% 53% 35% Online Video Ads 18% TV ads 0% General Recall Brand Recall Message Recall Likability Source: 1Nielsen IAG (April 2010) – ‘Looking at Li>: Inside Online Video AdverCsing;’ 2YouTube internal data 20

21. Solution TVC+Viral Video?

22. Viral Video ?

23. Youtube Top20 搞

24. Viral Video

25. Viral Video - Youtube 2 2

26. Viral Video - Product demo

27. Viral Video -

28. Viral Video - TVC 5 (SONY VAIO) + ( ) =8,953

29. ?!! Viral Video p CPC (Cost per Click) n 785 Click x NT$20/click = NT$157,000,000

30. Viral Video

31. Execution 12/28 2/8 4/5 5/3 7/24 11

32. Execution 12/28 2/8 4/5 5/3 7/24 11