The Best of Global Digital Marketing 2018

18. apr 2018
RADISSON BLU HOTEL CARLTON

Workshop moderovaný v anglickom jazyku

To najlepšie zo svetového digitálneho marketingu. Workshopový priebeh s casestudies.
Cieľová skupina: marketéri

 

Recent Best B2B Digital Campaigns 

Gone are the days when the term business-to-business was met with a big yawn. Today, digital has disrupted every single sector, blurring the lines between B2C and B2B. It’s clear that the latter no longer correlates with ‘boring’. We see serious brands harnessing these endless possibilities by creating stunning digital campaigns with real entertainment value. To offer a bit of inspiration for the upcoming year, here’s an overview of our favorite B2B campaigns from 2017.

Digital Marketing expert Hando Sinisalu will present and analyse the Worlds best B2B digital marketing case studies in Bratislava 18.4.2018 Radisson Blu hotel Carlton

 

MailChimp’s ‘Did you mean MailChimp?’ by DROGA5 (USA)

With 15 million customers, MailChimp is the world’s leading marketing platform. This was their first major marketing campaign and instead of going in a traditional corporate direction, MailChimp decided to reimagine the brand in a very fun way by constructing a complex search campaign. They invented wacky names like MaleCrimp, MailShrimp, KaleLimp, FailChips, VeilHymn, SnailPrimp, JailBlimp, WhaleSynth and NailChamp. Each name came with crazy activations and ads paid off with the line “Did You Mean MailChimp?”. It took no time for the campaign to become part of popular culture with 67 million searches in total. As a fun fact, the client was constantly asking the agency to make the logo smaller.  

https://vimeo.com/225027394

 

Getty Images’ ‘Nosferatu, the Nonsilent Film’ by AlmapBBDO (Brazil)

There’s a hidden side to Getty Images – it’s audio library. The task was to demonstrate their huge stock of music and sound effects. AlmapBBDO went back in time and reimagined a silent creepy classic Nosferatu. The new soundtrack took three months to produce. Not only could one enjoy the full movie in sound, but also track down every single audio file used in the production. Nosferatu became available in both English and Portuguese. The film was watched in more than 50 different countries and the traffic for gettyimages.com/music increased by 240%.

https://www.youtube.com/watch?v=WEE7PN3xU44

 

Scania’s ‘The Scania Clock’ by TBWA\Stockholm (Sweden)

In long distance transport - every second counts. To prove that Scania’s trucks are always on time, a team of 90 drivers and 14 trucks gathered up to create a 750 000-square foot clock. The clock was running for 24 hours straight. This stunt was at the heart of a highly detailed PR campaign, which was featured in over 290 articles worldwide. ‘The Scania Clock’ was covered by respectable media outlets like New York Post, National Geographic and Business Insider. Scania reached a record level in net sales (net sales rose by 10% to a record high SEK 103,927 million).

https://www.youtube.com/watch?v=R1jnIACjgcg

 

KONE’s ‘Machine Conversations’ by hasan & partners (Finland)

KONE is the global leader in the elevator and escalator industry. KONE’s 24/7 Connected Services uses the IBM Watson IoT platform and other advanced technologies to bring intelligent services to elevators and escalators. To showcase the latest technology, KONE wired up a few of its elevators with sensors and gave them a voice. Anyone could follow real-time ‘conversations’ between an elevator and the KONE Cloud, where elevators are sharing dull but somehow fascinating messages on how well they’re running or if they are having any issues. For instance, an elevator can tell the KONE Cloud: “I’m running slightly hot, temperature at 28 degrees”, with a response along the lines of: “you’re five degrees above average, but it’s a hot day outside, you’re ok”. Within 5 weeks, 327 million viewers and listeners were reached.

https://vimeo.com/219526147          

 

HP’s ‘The Wolf’ by Giant Spoon (USA)

Hacking has been a hot topic recently, but few consider printers as a potential security hazard. To promote HP’s secure printers amongst IT decision makers, they created a dramatic video series starring famous Mr. Robot actor Christian Slater. Hollywood screenwriters, copywriters and HP security experts collaborated on the script. The aim was to create highly entertaining content for older millennials, who make up more than 55% of the IT community and as gamers, would really appreciate a digital series. ‘The Wolf’ lived on YouTube, Facebook, Twitter, IT endemic sites and a branded microsite. The series garnered 12.5 million views in the first two months alone.

https://www.youtube.com/watch?v=Ao-9zpwVn98

Program

 

09.30 – 10.00 Registrácia a káva

10.00 – 12.00 Časť 1

Background: Digitál & B2B – potenciál
Ako digitálne riešenia transformovali nudný B2B marketing, zahmlievanie deliacich čiar medzi B2C a B2B komunikáciou
Dnešní udavači trendov
Skúmanie aktuálnych trendov v digitálnom B2B marketingu

12.00 – 13.00 Obed

13.00 – 14.30 Časť 2

Príklady a analýzy úspešných B2B digitálnych kampaní z celého sveta

14.30 – 15.00 Káva

15.00 – 16.30 Časť 3

Praktické cvičenia: Implementácia súčasných B2B trendov vo vašej spoločnosti

16.30 Záver

 

CASE STUDIES 

> Mailchimp & Droga5 – DID YOU MEAN MAILCHIMP? 

> Alandsbanken & RBK Communication – THE ALAND INDEX

> Deloitte Denmark, Molamil & Beginr – DELOITTE PIT STOP

> Yaskawa Electric & Dentsu Inc – YASKAWA BUSHIDO PROJECT

> Volvo Trucks, Forsman & Bodenfors – THE EPIC SPLIT SERIES

> Getty Images & ALMAPBBDO – NOSFERATU

> Adobe, Goodby Silverstein & Partners – MAKE A MASTERPIECE

> HP & Giant Spoon – THE WOLF

> PAYTM & McCann Erickson Mumbai – SWEET CHANGE

> Movehub – PUTTING MOVEHUB ON THE MAP

> Renault, OMD Milan & Publicis Italy – BUSINESS BOOSTER

> Linksys & POSSIBLE – INFLUENCING THE IN-STORE INFLUENCERS

> Singtel & OgilvyOne – 99% SME

> Emirates NBD & FP7/DXB – THE AC VESTS

> Philips, Ogilvy & Mather London – BREATHLESS CHOIR

> DELL – TAKE IT EASY

> Ruukki & Sherpa – THE UNBELIEVABLE CHALLENGE

> Atomic 212 Sydney & Double Robotics – LUCY THE ROBOT

 

PROGRAM:

 

09.30 – 10.00 Registrations and coffee

10.00 – 12.00 PART1

Background: Digital & B2B – the potential
How digital solutions have transformed boring B2B marketing, the blurring lines between B2C and B2B communication
Today’s trendsetters
Examining current trends in digital B2B marketing

12.00 – 13.00 Lunch

13.00 – 14.30 PART 2

Examples and analysis of successful B2B digital campaigns from all over the World

14.30 – 15.00 Coffee break

15.00 – 16.30 PART 3

Practical exercises: Implementing current B2B marketing trends in your company

16.30 Ends

 

Recent Best B2B Digital Campaigns 

Gone are the days when the term business-to-business was met with a big yawn. Today, digital has disrupted every single sector, blurring the lines between B2C and B2B. It’s clear that the latter no longer correlates with ‘boring’. We see serious brands harnessing these endless possibilities by creating stunning digital campaigns with real entertainment value. To offer a bit of inspiration for the upcoming year, here’s an overview of our favorite B2B campaigns from 2017.

Digital Marketing expert Hando Sinisalu will present and analyse the Worlds best B2B digital marketing case studies in Bratislava 18.4.2018 Radisson Blu hotel Carlton

 

MailChimp’s ‘Did you mean MailChimp?’ by DROGA5 (USA)

With 15 million customers, MailChimp is the world’s leading marketing platform. This was their first major marketing campaign and instead of going in a traditional corporate direction, MailChimp decided to reimagine the brand in a very fun way by constructing a complex search campaign. They invented wacky names like MaleCrimp, MailShrimp, KaleLimp, FailChips, VeilHymn, SnailPrimp, JailBlimp, WhaleSynth and NailChamp. Each name came with crazy activations and ads paid off with the line “Did You Mean MailChimp?”. It took no time for the campaign to become part of popular culture with 67 million searches in total. As a fun fact, the client was constantly asking the agency to make the logo smaller.  

https://vimeo.com/225027394

 

Getty Images’ ‘Nosferatu, the Nonsilent Film’ by AlmapBBDO (Brazil)

There’s a hidden side to Getty Images – it’s audio library. The task was to demonstrate their huge stock of music and sound effects. AlmapBBDO went back in time and reimagined a silent creepy classic Nosferatu. The new soundtrack took three months to produce. Not only could one enjoy the full movie in sound, but also track down every single audio file used in the production. Nosferatu became available in both English and Portuguese. The film was watched in more than 50 different countries and the traffic for gettyimages.com/music increased by 240%.

https://www.youtube.com/watch?v=WEE7PN3xU44

 

Scania’s ‘The Scania Clock’ by TBWA\Stockholm (Sweden)

In long distance transport - every second counts. To prove that Scania’s trucks are always on time, a team of 90 drivers and 14 trucks gathered up to create a 750 000-square foot clock. The clock was running for 24 hours straight. This stunt was at the heart of a highly detailed PR campaign, which was featured in over 290 articles worldwide. ‘The Scania Clock’ was covered by respectable media outlets like New York Post, National Geographic and Business Insider. Scania reached a record level in net sales (net sales rose by 10% to a record high SEK 103,927 million).

https://www.youtube.com/watch?v=R1jnIACjgcg

 

KONE’s ‘Machine Conversations’ by hasan & partners (Finland)

KONE is the global leader in the elevator and escalator industry. KONE’s 24/7 Connected Services uses the IBM Watson IoT platform and other advanced technologies to bring intelligent services to elevators and escalators. To showcase the latest technology, KONE wired up a few of its elevators with sensors and gave them a voice. Anyone could follow real-time ‘conversations’ between an elevator and the KONE Cloud, where elevators are sharing dull but somehow fascinating messages on how well they’re running or if they are having any issues. For instance, an elevator can tell the KONE Cloud: “I’m running slightly hot, temperature at 28 degrees”, with a response along the lines of: “you’re five degrees above average, but it’s a hot day outside, you’re ok”. Within 5 weeks, 327 million viewers and listeners were reached.

https://vimeo.com/219526147          

 

HP’s ‘The Wolf’ by Giant Spoon (USA)

Hacking has been a hot topic recently, but few consider printers as a potential security hazard. To promote HP’s secure printers amongst IT decision makers, they created a dramatic video series starring famous Mr. Robot actor Christian Slater. Hollywood screenwriters, copywriters and HP security experts collaborated on the script. The aim was to create highly entertaining content for older millennials, who make up more than 55% of the IT community and as gamers, would really appreciate a digital series. ‘The Wolf’ lived on YouTube, Facebook, Twitter, IT endemic sites and a branded microsite. The series garnered 12.5 million views in the first two months alone.

https://www.youtube.com/watch?v=Ao-9zpwVn98

 

For more successful B2B digital marketing case studies, please register for the conference

here https://konferencie.hnonline.sk/GDM2018#register

 

Hando Sinisalu

CEO at Best Marketing International (Estonia)

je marketingový novinár, konferenčný spíker a producent. Je zakladateľ a CEO Best Marketing International, lídra medzi organizátormi marketingových konferencií v Európe. Gando vyprodukoval a zmanažoval viac ako 200 konferencií v 24 krajinách. Má skúsenosti s výrobou obsahu aj event/biznis manažmentom. Zbiera a analyzuje case studies z digitálneho marketingu, produkuje The Best of Global Digital Marketing Show a editoval ročenku IAB Europe Digital Advertising Yearbook DAY 2013. Hando má titul MA of Communications z Ohio University (USA).

 

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