Nicolas Bordas
Vice-President of TBWA Europe
17 décembre 2015
#AdBlocking
Native Advertising
REAL TIME
Experential Marketing
Virtual Reality
Targeted Content
Geolocalization
#DoGood
Di...
THE NEW CHALLENGE
Sending the right message to
the right person, at the right place,
at the RIGHT TIME.
The real-time journey
But it’s not just about the right
physical moment…
It’s also about the right
psychological moment.
SECOND
MOMENT OF
TRUTH
The purchasing cycle before the Internet
FIRST MOMENT
OF TRUTH
Purchase
Indifference
InterestUsage
...
ZERO
MOMENT OF
TRUTH
FIRST MOMENT
OF TRUTH
Purchase
Indifference
InterestUsage
Wear
Honeymoon POS
SECOND
MOMENT OF
TRUTH
T...
ZERO
MOMENT OF
TRUTH
FIRST MOMENT
OF TRUTH
Purchase
Indifference
InterestUsage
Wear
Honeymoon POS
SECOND
MOMENT OF
TRUTH
=...
ZERO
MOMENT OF
TRUTH
FIRST MOMENT
OF TRUTH
Purchase
Indifference
InterestUsage
Wear
Honeymoon POS
SECOND
MOMENT OF
TRUTH
=...
I share
I am
therefore
THE NEW GOAL:
CREATING
SHAREABLE CONTENT
THE NEW GAME:
INFLUENCING
THE INFLUENCERS
THE NEW PLAYGROUND:
WHERE PEOPLE GO
FOR INFORMATION
THE NEW EFFICIENCY:
CONSIDERING EVERY CONSUMER
AS A MEDIA AMBASSADOR
And cultivating
your brand’s
key influencers
THE NEW WAY TO COMMUNICATE:
Create Shareable Content
that influences the influencers
#ThinkShareable
REAL TIME UNIT
PART 1: WHEN DEADMAU5 IS UPSET ABOUT A « CEASE AND
DESIST LETTER FROM FERRARI BECAUSE OF HIS WRAPPED
« PURRARI »
PART 2: AUDIENCE BEHAVIOR TRIGGER 9/2/14  NISSAN TAKES ACTION
(30 MIN LATER).
PART 3: FROM VIRTUAL TO REAL
THE RESULTS: 400,000,000 EARNED IMPRESSIONS, WITH 500
NEWS SOURCES IN 19 COUNTRIES
Created by a fan, the Nyan Cat GTR beco...
THINK DIFFERENT
and
THINK SHAREABLE
IN REAL TIME
Thank you.
[HUBDAY] Nicolas Bordas - Communication & Marketing Trends
[HUBDAY] Nicolas Bordas - Communication & Marketing Trends
[HUBDAY] Nicolas Bordas - Communication & Marketing Trends
[HUBDAY] Nicolas Bordas - Communication & Marketing Trends
[HUBDAY] Nicolas Bordas - Communication & Marketing Trends
[HUBDAY] Nicolas Bordas - Communication & Marketing Trends
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[HUBDAY] Nicolas Bordas - Communication & Marketing Trends

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[HUBDAY] Nicolas Bordas - Communication & Marketing Trends

  1. 1. Nicolas Bordas Vice-President of TBWA Europe 17 décembre 2015
  2. 2. #AdBlocking Native Advertising REAL TIME Experential Marketing Virtual Reality Targeted Content Geolocalization #DoGood Digital Video Publishing Partnerships Shareable Services 2015-2016 Trends Source : HotWire2015
  3. 3. THE NEW CHALLENGE Sending the right message to the right person, at the right place, at the RIGHT TIME.
  4. 4. The real-time journey
  5. 5. But it’s not just about the right physical moment…
  6. 6. It’s also about the right psychological moment.
  7. 7. SECOND MOMENT OF TRUTH The purchasing cycle before the Internet FIRST MOMENT OF TRUTH Purchase Indifference InterestUsage Wear Honeymoon POS
  8. 8. ZERO MOMENT OF TRUTH FIRST MOMENT OF TRUTH Purchase Indifference InterestUsage Wear Honeymoon POS SECOND MOMENT OF TRUTH The purchasing cycle after the Internet
  9. 9. ZERO MOMENT OF TRUTH FIRST MOMENT OF TRUTH Purchase Indifference InterestUsage Wear Honeymoon POS SECOND MOMENT OF TRUTH = UMOT The UMOT Revolution
  10. 10. ZERO MOMENT OF TRUTH FIRST MOMENT OF TRUTH Purchase Indifference InterestUsage Wear Honeymoon POS SECOND MOMENT OF TRUTH = UMOT The UMOT Revolution
  11. 11. I share I am therefore THE NEW GOAL: CREATING SHAREABLE CONTENT
  12. 12. THE NEW GAME: INFLUENCING THE INFLUENCERS
  13. 13. THE NEW PLAYGROUND: WHERE PEOPLE GO FOR INFORMATION
  14. 14. THE NEW EFFICIENCY: CONSIDERING EVERY CONSUMER AS A MEDIA AMBASSADOR
  15. 15. And cultivating your brand’s key influencers
  16. 16. THE NEW WAY TO COMMUNICATE: Create Shareable Content that influences the influencers
  17. 17. #ThinkShareable
  18. 18. REAL TIME UNIT
  19. 19. PART 1: WHEN DEADMAU5 IS UPSET ABOUT A « CEASE AND DESIST LETTER FROM FERRARI BECAUSE OF HIS WRAPPED « PURRARI »
  20. 20. PART 2: AUDIENCE BEHAVIOR TRIGGER 9/2/14  NISSAN TAKES ACTION (30 MIN LATER).
  21. 21. PART 3: FROM VIRTUAL TO REAL
  22. 22. THE RESULTS: 400,000,000 EARNED IMPRESSIONS, WITH 500 NEWS SOURCES IN 19 COUNTRIES Created by a fan, the Nyan Cat GTR becomes the most downloaded car in Xbox’s Forza Racing Game.
  23. 23. THINK DIFFERENT and THINK SHAREABLE IN REAL TIME
  24. 24. Thank you.

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