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Rockabox ideas for H&EAT

Dan
January 09, 2015

Rockabox ideas for H&EAT

January 2015

Dan

January 09, 2015
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  1. WHO WE ARE IDEA #1 IDEA #2 DISTRIBUTION across the

    web and YouTube ANALYTICS RESEARCH COSTINGS TIMINGS SUMMARY CONTENTS
  2. TECHNOLOGY Programmatic delivery of video content & rich media CONTENT

    Award winning creative & production ROCKABOX BRINGS TOGETHER THE BEST OF TWO WORLDS
  3. 15 CANNES LIONS 3 BAFTAs 6 ONE SHOW PENCILS 9

    EUROBESTS DOZENS OF CAMPAIGN DIGITAL AWARDS
  4. Connect to your Social Media Extra Video Content Competition/ quiz

    engagement Additional Brand Messaging Ginsters Product Information Commerce Button ALL USING OUR UNIQUE TECHNOLOGY: SHUTTERS TM ShuttersTM is the technology behind the bespoke H+EAT ad format we would develop for Ginsters. It allows you to synchronise pertinent messages and interactive elements with video content.
  5. ONE MORE THING ABOUT US… We are delivering two solutions

    that we think you’ll really love. It's an old maxim that the best kind of advertising is word-of-mouth. You can get this with advertising that gets noticed and talked about. The more it gets noticed, the more it gets talked about (and visa versa)
  6. So that kind of advertising is the most cost-effective you

    can buy. How can you buy advertising that gets noticed and talked about? Advertising that's going to make every pound you spend work more like two or three pounds. Well, your advertising works harder when your creative partners do.
  7. Plus there is one more thing we can offer you:

    Incentive. We’re young and Ginsters would be a new client for us. We have a lot to prove, so we're going to be working a lot harder than a lot of our competitors. Because every job we do for you is a job for ourselves as well. And when you grow, we grow. Here are two ideas around 90s second vlogger episodes that work harder for Ginsters…
  8. A fresh and entertaining online series where things that have

    been trending online are turned into entertaining 90 second songs by popular comedy group The Midnight Beast. WHAT’S HOT THE IDEA
  9. THE MIDNIGHT BEAST Watch a 1 minute summary of them

    here: https://vimeo.com/116341125
  10. Each episode is set inside a giant H+EAT branded microwave

    oven. Yes, really. WHAT’S HOT WITH THE MIDNIGHT BEAST
  11. The microwave turntable becomes a revolving stage for the guys

    to perform on. There’s a large #WHATSHOT hashtag along the bottom. WHAT’S HOT WITH THE MIDNIGHT BEAST
  12. The band perform their comedy song on the revolving stage

    as a digital clock on the microwave display counts down to zero. The songs are interspersed with bright, bold graphics. WHAT’S HOT WITH THE MIDNIGHT BEAST
  13. There is a viewer ‘Eye Pie’ challenge in every episode

    to spot how many H+EAT packets you can see during the performance. THE 90 SECOND CHALLENGE WHAT’S HOT
  14. THE 90 SECOND CHALLENGE This will be very tongue-in-cheek with

    some deliberate over-branding in super obvious placements. WHAT’S HOT
  15. THE 90 SECOND CHALLENGE Viewers can enter by choosing from

    multiple- choice answers on the end frame of the video, and be in with the chance of winning a terms supply of Ginsters! WHAT’S HOT
  16. Guide to Paul McCartney EPISODE EPISODE EPISODE EPISODE EPISODE 1

    2 3 4 5 Air Guitar! Pastiche of a beauty video Beatboxing January sales *Please note all of these are working titles- dependant on trending topics for each week WHAT’S HOT
  17. In response to this recent news article: http://www.rollingstone.com/music/lists/14-reasons-every-teenager-should-probably-know-who-paul-mccartney-is-20150105 The Midnight

    Beasts Guide to Sir Paul McCartney. For those youngsters who have never heard of him, Paul is Stella McCartney's dad. He was also married to the vegetarian food guru Linda as well as that one-legged model dancer who sometimes ski-jumps. Apparently he also played a few pubs and clubs back in the 60s as well, so some people think he's a musician.... GUIDE TO PAUL McCARTNEY “This Paul McCartney guy’s gonna be huge!” EPISODE ONE
  18. The H+EAT video unit will be shaped like a microwave,

    the video content where the ‘viewing window’ would be, the countdown clock appearing in the microwave timer display. WHAT’S HOT ROCKABOX DISTRIBUTION
  19. Viewers will be able to see previous episodes, enter the

    ‘Eye Pie’ competition and click through to Ginsters YouTube and Facebook all from the H+EAT unit. WHAT’S HOT ROCKABOX DISTRIBUTION
  20. H+EAT UNIT: HOW IT WORKS You’re on a site that

    16-24s visit e.g. FHM, with Ginsters advertising WHAT’S HOT. Users click on the ad…
  21. WHAT’S HOT H+EAT UNIT: HOW IT WORKS Page darkens for

    ½ second (not taking the user off the FHM page…)
  22. #WHATSHOT H+EAT UNIT: HOW IT WORKS The microwave appears with

    the latest show playing. You can watch previous shows and win stuff too. CLOSE X
  23. When the videos are uploaded to The Ginsters and Midnight

    Beast’s YouTube channels, a clock at the top of the video counts down the 90 seconds. When it reaches zero, a microwave ‘ping’ cuts the picture to black, revealing the H+EAT logo. WHAT’S HOT YOUTUBE DISTRIBUTION
  24. YOUTUBE: MIDNIGHT BEAST CHANNEL www.youtube.com/TheMidnightBeast Latest video title here! 67,234

    views. 1 day ago! ! Description and links here and below! 90 seconds
  25. Episode 5- title etc.! 67,234 views. 1 day ago! !

    Description and links here and below! Previous episodes! Text text text! Text text text! ! 90 seconds 0:00 / 1:30! The Real Ginsters! www.youtube.com/TheRealGinsters Whatʼs Hot Episode 4! by Ginsters! Whatʼs Hot Episode 3! by Ginsters! Whatʼs Hot Episode 2! by Ginsters! Whatʼs Hot Episode 1! by Ginsters! Friends of Ginsters YOUTUBE: GINSTERS CHANNEL
  26. WHAT’S HOT ROCKABOX DISTRIBUTION YOUTUBE DISTRIBUTION Smartly targeted to male

    16-34s in the UK using a mix of: 1)  Site + Audience targeting 2)  Private Market Places 3)  Premium Whitelist 4)  Editorial partnerships 5)  Re-targeting TOTAL 1.3 MILLION REACH Midnight Beast Midnight Beast Midnight Beast Midnight Beast 290k 423k 510k 75k / TheRealGinsters DISTRIBUTION
  27. ✔  Fun + original. ✔  Dramatizes the hot in 90s

    feature of H+EAT. ✔  The Midnight Beast are engaging + popular ✔  Plus tonally bang on for the 16 – 24 male audience. ✔  Their regular audience and yours match perfectly. ✔  It will resonate brilliantly with our targeted audience. ✔  Credible and authentic format for them. ✔  Huge potential for real longevity as a format. WHAT’S HOT WHY THIS IDEA IS RIGHT FOR H+EAT
  28. A fresh and entertaining YouTube series looking at destinations that

    are ‘hot’ right now, and including the latest backpack essentials to take – from clothes and books to gadgets and apps. WHERE’S HOT THE IDEA
  29. All featured in 90 second episodes and hosted by the

    massively popular world traveller, film-maker and YouTube star Louis Cole. WHERE’S HOT THE IDEA
  30. with Jamie The gang with Alfie with Zoella The gang

    Caspar Hazel HUGELY POPULAR WITH OTHER VLOGGERS:
  31. WHERE’S HOT THE SET Louis broadcasts to us from his

    travel ‘den’ – an Aladdin’s cave of memorabilia from his global travels.
  32. WHERE’S HOT THE SET It includes everything from a globe

    and huge scroll-like wall atlas, to a montage of hundreds of Instagram photos, strange artifacts, masks, pictures, destination signs and books.
  33. WHERE’S HOT THE SET It’s like Indiana Jones for the

    YouTube generation. He picks relevant objects up as he talks, using them as props to illustrate his points.
  34. WHERE’S HOT THE INTRO 1) Louis welcomes us to the

    den and reveals the ‘hot’ country he is going to be featuring. THE FORMAT
  35. WHERE’S HOT THE LOWDOWN 2) He gives us the reasons

    why it is a ‘must’ visit’ place, what to do when we go, and what the latest backpack essential is that week. THE FORMAT
  36. WHERE’S HOT Finally Louis picks up an object from the

    featured country and asks us to guess what it is. We can do so by choosing from multiple-choice answers on the end frame of the video for the chance to win something amazing from that country. THE 90 SECOND CHALLENGE 3) THE FORMAT
  37. WHERE’S HOT There will be 5 shows in the series,

    covering 5 different countries, one released on YouTube and across the Internet every fortnight. THE FORMAT
  38. WHERE’S HOT Thailand EPISODE EPISODE EPISODE EPISODE EPISODE 1 2

    3 4 5 USA India Iceland UK (Cornwall of course) THE FORMAT
  39. Why Thailand is hot right now The hottest thing to

    do in Thailand The must-have travel essential this week WHERE’S HOT- THAILAND EPISODE ONE
  40. WHERE’S HOT The H+EAT video unit would be shaped like

    the black H+EAT packaging with the video content appearing in the product picture window. ROCKABOX DISTRIBUTION
  41. WHERE’S HOT Viewers will be able to see previous episodes,

    enter the competition and click links to take them through to the Ginsters YouTube channel and Facebook page. ROCKABOX DISTRIBUTION
  42. H+EAT UNIT: HOW IT WORKS WHERE’S HOT H+EAT UNIT: HOW

    IT WORKS Page darkens for ½ second (not taking the user off the FHM page…)
  43. H+EAT UNIT: HOW IT WORKS The microwave appears with the

    latest show playing. You can watch previous shows and win stuff too. CLOSE X #WHERESHOT
  44. WHERE’S HOT Before each episode, Louis will post his usual

    daily Vlog on YouTube, which last around 10 minutes and would havily feature him filming ‘Where’s Hot’ behind the scenes. These daily vlogs are around 9 minutes long and are usually watched around 100,000 times in the first 24 hours. YOUTUBE DISTRIBUTION
  45. WHERE’S HOT On the YouTube version, a clock at the

    top of the screen counts down the 90 seconds. When it reaches zero, a microwave ‘ping’ cuts the picture to black, revealing the Ginsters H+EAT logo. YOUTUBE DISTRIBUTION
  46. Episode 5- title etc.! 67,234 views. 1 day ago! !

    Description and links here and below! Previous episodes! Text text text! Text text text! ! 90 seconds 0:00 / 1:30! The Real Ginsters! www.youtube.com/TheRealGinsters Whereʼs Hot Episode 4! by Ginsters! Whereʼs Hot Episode 3! by Ginsters! Whereʼs Hot Episode 2! by Ginsters! Whereʼs Hot Episode 1! by Ginsters! Friends of Ginsters YOUTUBE: GINSTERS CHANNEL 89 secs
  47. ROCKABOX DISTRIBUTION Smartly targeted to male 16-34s in the UK

    using a mix of: 1)  Site + Audience targeting 2)  Private Market Places 3)  Premium Whitelist 4)  Editorial partnerships 5)  Re-targeting DISTRIBUTION WHERE’S HOT
  48. ROCKABOX DISTRIBUTION YOUTUBE DISTRIBUTION Smartly targeted to male 16-34s in

    the UK using a mix of: 1)  Site + Audience targeting 2)  Private Market Places 3)  Premium Whitelist 4)  Editorial partnerships 5)  Re-targeting DISTRIBUTION TOTAL 1.9 MILLION REACH FunForLouis 526k 1.1m 190k 70k WHERE’S HOT / TheRealGinsters FunForLouis FunForLouis FunForLouis
  49. ✔  Fun + original. ✔  Dramatizes the ‘hot in 90s’

    feature of H+EAT. ✔  Louis is hugely engaging with a great numbers. ✔  His audience fit well with the people we want to reach. ✔  Format is credible + authentic for Louis. ✔  Resonate brilliantly with our audiences. ✔  Huge potential for longevity. WHY THIS IDEA IS RIGHT FOR H+EAT WHERE’S HOT
  50. ✔  Have a high percentage of UK 16-24 male audience

    WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  51. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  52. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  53. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following ✔  Are a good fit for Ginsters WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  54. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following ✔  Are a good fit for Ginsters ✔  Like the concept WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  55. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following ✔  Are a good fit for Ginsters ✔  In budget ✔  Like the concept WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  56. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following ✔  Are a good fit for Ginsters ✔  In budget ✔  Like the concept ✔  Provide earned media WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  57. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following ✔  Are a good fit for Ginsters ✔  In budget ✔  Like the concept ✔  Provide earned media ✔  Available in March WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements
  58. ✔  Have a high percentage of UK 16-24 male audience

    ✔  Still have a sizable audience ✔  Have a good social following ✔  Are a good fit for Ginsters ✔  In budget ✔  Like the concept ✔  Provide earned media ✔  Available in March WE’VE FOUND THE BEST RELEVANT TALENT That fulfill all of Ginster’s requirements Our brilliant talent match all this!
  59. 1.  The Technology behind Rockabox 2.  Ginsters Distribution Plan 3. 

    Rockabox Shutters Format 4.  Analysing the Ginsters Campaign 5.  Third Party Research DISTRIBUTION AGENDA
  60. 0.88% Engagement Rate 3.48% Click Through Rate 5.90% Interaction Rate

    300x600 Double MPU Ad Format 1.45% 4.00% 5.90% Industry Av. Rockabox Av. Campaign Interaction Rate ANALYTICS: NESTLE
  61. 300x600 Double MPU Ad Format ANALYTICS: ODDKA VODKA 2.32% Engagement

    Rate 19.5% Click Through Rate The engagement rate was over 4.5x higher than the industry average
  62. BRAND AWARENESS Pre-Wave Survey Post-Wave Survey Online Questionnaire KEY INSIGHTS

    Reached the target audience? Shift in key metrics? Message Understood? Future intentions? RESEARCH
  63. PRODUCTION: £90,000 :: 5 episodes = £50,000 :: Vlogger talent=

    £40,000 :: Smartly-targeted impressions :: Talent amplification TOTAL: £264,500 gross DISTRIBUTION: £174,500 COSTINGS
  64. Jan Feb Mar Apr May Jun Jul Aug Sep Oct

    Nov Dec 6 week lead time approx for production from sign-off, and approx. 5 days production time per episode thereafter. The 5 shows do not necessarily have to run every 2 weeks; they can run longer to extend the campaign if needed. Production Distribution TIMINGS
  65. ✓  A fresh, relevant content idea with a 90 second

    challenge (that will empower, distract, generate awareness amongst 16-24 males, and help share-of-mind for H+EAT.) ✓  Access to entertaining, influential vlogging talent (and the earned media from them.) ✓  The best strategy, production and distribution teams in the business. ✓  Content + distribution all under one roof. ✓  Real-time, in-depth analytics on video performance. ✓  A real boost to Ginster’s YouTube presence. ✓  Editorial support from our most relevant publisher websites. ✓  Generation of long-lasting resonance with the target audience. TO SUMMARISE