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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!