The second session, titled 'The Liquid Approach', at the Goafest Advertising Conclave held at the Zuri White Sands, Goa on April 19 saw Jonathan Mildenhall, vice-president, global advertising strategy and creative excellence, Coca-Cola emphasise on the need for a fluid approach towards content and creation of content that invites participation of consumers.
Mildenhall started the session by talking about the importance of setting new rules of communication. He cited the example of the Beijing Olympics, for which a full-circle advertising and marketing concept was created and launched across 30 cities and, rather than completely relying on traditional media, he created content and engagement programmes through visual identity promotions, shopper marketing and other activities.
"For the forthcoming London Olympics this year, I was given the task to woo teenage consumers across 105 markets. Therefore, I created 250 different sets of content, including long-format documentary - the shorter versions of which were later aired on television as commercials," he said. He also organised a music night with Katy B and Mark Rohson in the UK, inviting 2,000 teenagers to party at the event. "People who captured various moments of the event through phones, iPads and cameras further created content and passed it on to each other, which in turn generated conversation," revealed Mildenhall.
He then stressed on how creative traditionalists need to transform themselves into radicals, so that the old set of rules can be broken to create new rules and how advertisers are now looking for cultural hits which will drive to commercial hits. "The 30-second television commercial is longer the currency for communication. What advertisers are looking for is bigger, liquid ideas that will drive popular culture," explained Mildenhall.
Next, Mildenhall urged for the development of such ideas which cannot be separated from technology. "It is pertinent for companies to have a direct relationship with technology companies," he said.
He then talked about the evolution of the art of storytelling, from one-way to dynamic. He explained, "Stories are now divided into four different forms - serial, multi-faceted, spreadable and immerseable, and engagement. A story should be able to create a space in the consumer's heart. The brand story should be remembered by all."
Next, he gave the example of '70/20/10 per cent communication strategy'. He remarked, "Of the entire 100 per cent marketing budget, 70 per cent is allocated to low-risk media options such as television, OOH, print and radio; 20 per cent is allocated to online; and 10 per cent is invested in high-risk media properties."
In conclusion, he once more stressed on a more liquid approach for communication.
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