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Laurence Parkes, profile picture
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NESTA Take12 Uk Deck

The document discusses successful marketing strategies focused on consumer understanding and engagement, illustrated through campaigns aimed at promoting cycling safety and hairstyling products. It highlights the creation of viral content that generated significant online buzz and accolades, including awards from Cannes and other advertising festivals. Additionally, it emphasizes targeting niche communities while maintaining a broader appeal through social media.

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The W.W.W.W.
The Worrisome World Wide Web Or The Wondrous World Wide Web ?
Successful marketing (in any arena) is based upon:Consumer Understanding
WWWWWho?What?Which?Where?
WWWWWho to talk to?What to provide?Which arenas?Where to find you?
DefineOur task was twofold; to encourage more people to cycle, and make the roads safer for cyclists. We also needed to amplify a limited budget to push TfL’s message to the largest possible audience.DesignWe created an awareness test film, ‘Do the Test’ which illustrated how difficult it is to see cyclists when concentrating on other things on the road. We then used social media optimisation and marketing to target niche and mass market communities simultaneously.DeliverA viral giant: millions of views, acres of discussion and comment, tributes & reach beyond anything offline could have delivered.Won Gold Film Lion at Cannes 2008 and IMA – Best use of viral marketing (Interactive Marketing and Advertising Awards).
WWho?
LondonCyclists&Motorists
WWWho?What?
WWWWho?What?Which?
WWWWWho?What?Which?Where?
DefineThe new range of hairstyling products from Brylcreem, b:, focus on taking hairstyling back to basics with a “less is more” philosophy. DesignIn a first for MySpace we recruited the star of our ad from videos of effortlessly executed tricks uploaded to the site. DeliverWith over 1000 myspace friends and viewings above 50,000 for the top submissions the ad has generated a huge buzz before it has even aired. Our ad was named Pick of the Week in Campaign and Zoo Magazine’s ‘Coolest Ad of the Year’. It was awarded two D&AD Yellow Pencils, Gold at the Creative Circle Awards and claimed Silver at the British Television Advertising Awards.
WWho?
Young men who aspire to Effortless Cool
WWWho?What?
WWWWho?What?Which?
WWWWWho?What?Which?Where?
WWWWWho?What?Which?Where?
So is it now…The Wondrous World Wide Web ?
Appendix
WWho?
WWWho?What?
WWWWho?What?Which?
WWWWWho?What?Which?Where?