8. WE GO FURTHER BY SHOWING WHAT WE NEED TO REACH THE
GOALS
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9. brand awareness
increasing in sales
bild a community
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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
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11. HOW CAN WE CREATE A
COMMUNITY?
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20. confucius said:
„explain me and I will forget,
show me and I will remember,
get me involved and I will
understand.“
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21. INVOLVEMENT
IS A DIALOG
NOT A
MONOLOG
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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.
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24. What should i wear by mango fans
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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*
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26. GIVE YOUR TARGET-GROUP THE POSSIBILITY TO
DESIGN THEIR OWN *MANGO*
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27. TREAT ME
WELL, AND
I‘LL
RETURN
THE FAVOR.
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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
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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.
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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.
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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
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35. MANGO LOOKS
MANGO NEWS
STORE LOCATER
WHERE EVER I GO, MY *MANGO* IS ALWAYS WITH ME
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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.
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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
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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
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