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Mango_Pitch_Presentation_by_pana

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Panajot Jelev
Panajot Jelev

The document outlines various digital marketing strategies proposed by Zed Digital to help the fashion brand Mango increase brand awareness and engagement. Some strategies proposed include creating a website where customers can style outfits from Mango collections, allowing customers to customize Mango products, developing an interactive iPhone app for fans, and using mobile image recognition on advertisements to give posters an interactive "voice". The overall goal is to get customers involved in the brand through innovative digital experiences.

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Montag, 14. Juni 2010
A VISUAL PRESENTATION BY ZED DIGITAL Montag, 14. Juni 2010
LET‘S START BY ANSWERING THE QUESTION WHY WORKING WITH ZED DIGITAL? Montag, 14. Juni 2010
ENGAGEMENT Montag, 14. Juni 2010
Brand = collectively, what people say, feel & think about Mango Montag, 14. Juni 2010
Our job is to create content wich is valuable for the Customers and enlarge the experience of the Brand and bring it alive! Montag, 14. Juni 2010
WHY NOT FOR MANGO? Montag, 14. Juni 2010
WE GO FURTHER BY SHOWING WHAT WE NEED TO REACH THE GOALS Montag, 14. Juni 2010
brand awareness increasing in sales bild a community Montag, 14. Juni 2010
Innovate - Get the user involved - Let the them participate - Technology should be used to help the creation - Create a strong and Unique user experience - Bring the right Message at the righ place to the right time Montag, 14. Juni 2010
HOW CAN WE CREATE A COMMUNITY? Montag, 14. Juni 2010
WRONG QUESTION Montag, 14. Juni 2010
COMMUNITIES ALREADY EXIST! HOW CAN WE USE THEM FOR OUR PURPOSE Montag, 14. Juni 2010
WRONG QUESTION MANGO HAS ONE! Montag, 14. Juni 2010
HOW CAN WE WIN FANS OF MANGO? Montag, 14. Juni 2010
DELIVER VALUE TROUGH YOUR ADVERTISING Montag, 14. Juni 2010
A very good job! Montag, 14. Juni 2010
…CAN WE DO SOMETHING BETTER? Montag, 14. Juni 2010
YES WE CAN! ©Barack Obama Montag, 14. Juni 2010
confucius said: „explain me and I will forget, show me and I will remember, get me involved and I will understand.“ Montag, 14. Juni 2010
INVOLVEMENT IS A DIALOG NOT A MONOLOG Montag, 14. Juni 2010
USER GENERATED CONTENT How it works Propose to the consumer to create the communication themselves Advantages - Can take many forms: advertising, music videos, video games, songs… - Consumer show their passion for the brand and express their feelings about the Mango Fashion - Contributors get their 15 minutes of fame -IDEA Use a range of online activities, to get consumers to visit your website, where they are encouraged to interact with the brand by creating their own Mango-Style. Something like *whatshouldiwearbymango.com*, but is created by your customers, and doesn’t show any models. Montag, 14. Juni 2010
GET YOUR TARGET-GROUP IN TO YOUR SHOPS Montag, 14. Juni 2010
What should i wear by mango fans Montag, 14. Juni 2010
CUSTOMIZATION / PRODUCT How it works Offer consumers the possibillity to customize their products by creating their own elements Advantages -Improve the relation with the product by adding an emotional dimension -Recruit new customers -Benefits in terms of image for the brand mango -IDEA - Give your target the possibility to design their own *Mango* Montag, 14. Juni 2010
GIVE YOUR TARGET-GROUP THE POSSIBILITY TO DESIGN THEIR OWN *MANGO* Montag, 14. Juni 2010
TREAT ME WELL, AND I‘LL RETURN THE FAVOR. Montag, 14. Juni 2010
ADVERTAINMENT How it works Mix between „advertising“ and „entertainment“. Can take the form of mini-series, animation, interactive game… Advantages - Offer an entertaining content that doesn‘t look like standard ads Let‘s go further - To use advertainment is an important step for a brand, as it needs a strong effort in terms of investment and creativity Montag, 14. Juni 2010
Montag, 14. Juni 2010
STREET MARKETING How it works Street marketing is an unconventional way to do promotion by invading public area. Advantages - Surprise the target-group and involve them - Entertain the audience - Create awareness for difficult target groups -IDEA Make a happening for the release of the new collection. Mango-Girls spread trough the big cities with the new collection by mango and exchange their Mango-Clothes with the bystanders. People gave what they are wearing to receive a piece of the new mango collection. Montag, 14. Juni 2010
Montag, 14. Juni 2010
VIRTUAL WORLDS How it works Create a immersive space where users can move around and interact with other avatars Advantages -Fun and innovative experience -Overcome time, space and language hurdles -IDEA Creat a Mango world, a place of inspiring, safe and creative environment, which makes fun! Build a community for all Mango-Fans which love the mango Fashion. Give them the possibility to create their own *avatar* and to dress it in their own style. Montag, 14. Juni 2010
*Create your own Style* Montag, 14. Juni 2010
iPHONE How it works Develop an iPhone application Advantages -Offer a quality content for the customer -Give users a long-lasting brand experience -Benefit from the hype around the apple product -IDEA Create a sexy and luxury iPhone application for all Mango Fans Montag, 14. Juni 2010
MANGO LOOKS MANGO NEWS STORE LOCATER WHERE EVER I GO, MY *MANGO* IS ALWAYS WITH ME Montag, 14. Juni 2010
MOBILE MARKETING Based on image recognition How it works point – snap – find Advantages -Mobile (image recognition): the bridge between Offline and POS / Shop -Interaction and two-way communication with consumers -Consumers are engaged with adv.-activity instead of just passing by -IDEA Use digital image recognition, allowing poster ads to ‘talk’-with the help of mobile phone technology. Giving a *voice* to Penélope, this poster invites to photograph the featured person’s mouth, using their mobile phone. Once the photo is sent to a specific number, the mobile phone rings and the recipient can hear the story behind the poster’s featured person, in our case Penélope Cruz. Montag, 14. Juni 2010
Snap a picture of an ad and hear the story behind LISTEN TO ME Snap a picture of Penélope, send it via MMS to 5555 and hear her story Montag, 14. Juni 2010
More ideas • ADVERGAMING Create a video game around the communication elements • WIDGETS Offer a small software that gives information and is set up directly on the desktop of the user • INTERACTIVE CATALOGUES Just snap a picture of your favorite dress and order it on the go. • VIRAL FILMS Ad films that are only broadcasted on internet • BLOGS CONTENT Broadcast a message adapted to the specificity of the blogs Montag, 14. Juni 2010
(zed)Digital Montag, 14. Juni 2010
Montag, 14. Juni 2010
THANK YOU for your attention © 2009 Optimedia AG Stadelhoferstrasse 25 CH-8024 Zürich Sämtliche Rechte an präsentierten Ideen, Vorschlägen, Entwürfen, Skizzen, Abbildungen und Texten stehen im geistigen Eigentum von Optimedia AG. Deren Nutzung, in welcher Form auch immer, ist nur mit ausdrücklicher Zustimmung von Optimedia AG gestattet. Montag, 14. Juni 2010

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Mango_Pitch_Presentation_by_pana

  • 2. A VISUAL PRESENTATION BY ZED DIGITAL Montag, 14. Juni 2010
  • 3. LET‘S START BY ANSWERING THE QUESTION WHY WORKING WITH ZED DIGITAL? Montag, 14. Juni 2010
  • 5. Brand = collectively, what people say, feel & think about Mango Montag, 14. Juni 2010
  • 6. Our job is to create content wich is valuable for the Customers and enlarge the experience of the Brand and bring it alive! Montag, 14. Juni 2010
  • 7. WHY NOT FOR MANGO? Montag, 14. Juni 2010
  • 8. WE GO FURTHER BY SHOWING WHAT WE NEED TO REACH THE GOALS Montag, 14. Juni 2010
  • 9. brand awareness increasing in sales bild a community Montag, 14. Juni 2010
  • 10. Innovate - Get the user involved - Let the them participate - Technology should be used to help the creation - Create a strong and Unique user experience - Bring the right Message at the righ place to the right time Montag, 14. Juni 2010
  • 11. HOW CAN WE CREATE A COMMUNITY? Montag, 14. Juni 2010
  • 12. WRONG QUESTION Montag, 14. Juni 2010
  • 13. COMMUNITIES ALREADY EXIST! HOW CAN WE USE THEM FOR OUR PURPOSE Montag, 14. Juni 2010
  • 14. WRONG QUESTION MANGO HAS ONE! Montag, 14. Juni 2010
  • 15. HOW CAN WE WIN FANS OF MANGO? Montag, 14. Juni 2010
  • 16. DELIVER VALUE TROUGH YOUR ADVERTISING Montag, 14. Juni 2010
  • 17. A very good job! Montag, 14. Juni 2010
  • 18. …CAN WE DO SOMETHING BETTER? Montag, 14. Juni 2010
  • 19. YES WE CAN! ©Barack Obama Montag, 14. Juni 2010
  • 20. confucius said: „explain me and I will forget, show me and I will remember, get me involved and I will understand.“ Montag, 14. Juni 2010
  • 21. INVOLVEMENT IS A DIALOG NOT A MONOLOG Montag, 14. Juni 2010
  • 22. USER GENERATED CONTENT How it works Propose to the consumer to create the communication themselves Advantages - Can take many forms: advertising, music videos, video games, songs… - Consumer show their passion for the brand and express their feelings about the Mango Fashion - Contributors get their 15 minutes of fame -IDEA Use a range of online activities, to get consumers to visit your website, where they are encouraged to interact with the brand by creating their own Mango-Style. Something like *whatshouldiwearbymango.com*, but is created by your customers, and doesn’t show any models. Montag, 14. Juni 2010
  • 23. GET YOUR TARGET-GROUP IN TO YOUR SHOPS Montag, 14. Juni 2010
  • 24. What should i wear by mango fans Montag, 14. Juni 2010
  • 25. CUSTOMIZATION / PRODUCT How it works Offer consumers the possibillity to customize their products by creating their own elements Advantages -Improve the relation with the product by adding an emotional dimension -Recruit new customers -Benefits in terms of image for the brand mango -IDEA - Give your target the possibility to design their own *Mango* Montag, 14. Juni 2010
  • 26. GIVE YOUR TARGET-GROUP THE POSSIBILITY TO DESIGN THEIR OWN *MANGO* Montag, 14. Juni 2010
  • 27. TREAT ME WELL, AND I‘LL RETURN THE FAVOR. Montag, 14. Juni 2010
  • 28. ADVERTAINMENT How it works Mix between „advertising“ and „entertainment“. Can take the form of mini-series, animation, interactive game… Advantages - Offer an entertaining content that doesn‘t look like standard ads Let‘s go further - To use advertainment is an important step for a brand, as it needs a strong effort in terms of investment and creativity Montag, 14. Juni 2010
  • 30. STREET MARKETING How it works Street marketing is an unconventional way to do promotion by invading public area. Advantages - Surprise the target-group and involve them - Entertain the audience - Create awareness for difficult target groups -IDEA Make a happening for the release of the new collection. Mango-Girls spread trough the big cities with the new collection by mango and exchange their Mango-Clothes with the bystanders. People gave what they are wearing to receive a piece of the new mango collection. Montag, 14. Juni 2010
  • 32. VIRTUAL WORLDS How it works Create a immersive space where users can move around and interact with other avatars Advantages -Fun and innovative experience -Overcome time, space and language hurdles -IDEA Creat a Mango world, a place of inspiring, safe and creative environment, which makes fun! Build a community for all Mango-Fans which love the mango Fashion. Give them the possibility to create their own *avatar* and to dress it in their own style. Montag, 14. Juni 2010
  • 33. *Create your own Style* Montag, 14. Juni 2010
  • 34. iPHONE How it works Develop an iPhone application Advantages -Offer a quality content for the customer -Give users a long-lasting brand experience -Benefit from the hype around the apple product -IDEA Create a sexy and luxury iPhone application for all Mango Fans Montag, 14. Juni 2010
  • 35. MANGO LOOKS MANGO NEWS STORE LOCATER WHERE EVER I GO, MY *MANGO* IS ALWAYS WITH ME Montag, 14. Juni 2010
  • 36. MOBILE MARKETING Based on image recognition How it works point – snap – find Advantages -Mobile (image recognition): the bridge between Offline and POS / Shop -Interaction and two-way communication with consumers -Consumers are engaged with adv.-activity instead of just passing by -IDEA Use digital image recognition, allowing poster ads to ‘talk’-with the help of mobile phone technology. Giving a *voice* to Penélope, this poster invites to photograph the featured person’s mouth, using their mobile phone. Once the photo is sent to a specific number, the mobile phone rings and the recipient can hear the story behind the poster’s featured person, in our case Penélope Cruz. Montag, 14. Juni 2010
  • 37. Snap a picture of an ad and hear the story behind LISTEN TO ME Snap a picture of Penélope, send it via MMS to 5555 and hear her story Montag, 14. Juni 2010
  • 38. More ideas • ADVERGAMING Create a video game around the communication elements • WIDGETS Offer a small software that gives information and is set up directly on the desktop of the user • INTERACTIVE CATALOGUES Just snap a picture of your favorite dress and order it on the go. • VIRAL FILMS Ad films that are only broadcasted on internet • BLOGS CONTENT Broadcast a message adapted to the specificity of the blogs Montag, 14. Juni 2010
  • 41. THANK YOU for your attention © 2009 Optimedia AG Stadelhoferstrasse 25 CH-8024 Zürich Sämtliche Rechte an präsentierten Ideen, Vorschlägen, Entwürfen, Skizzen, Abbildungen und Texten stehen im geistigen Eigentum von Optimedia AG. Deren Nutzung, in welcher Form auch immer, ist nur mit ausdrücklicher Zustimmung von Optimedia AG gestattet. Montag, 14. Juni 2010