Holler Trends Presentation 2012

© Copyright 2012 Holler Sydney. All Rights Reserved
we're Holler. We’re a
digital creative agency.
Holler was set up with a
simple ethos: work hard,
be honest and keep it
creative.
Hello,

Introduction

Changing Landscape…
We can see it in how consumers are adapting their media habits.
Source: Neilsen

This requires adaptation…
In-turn we as communicators need to create a value exchange, often in the
form of a two way dialogue – which is uncomfortable to many businesses.

Business Case

Case in point…
This has never not been the case.
Innovate or die…

Case for innovation has
never differed…
Investment
Return
Low return
High
Return
Development
Hyper connectivity
Online Media
Mass media

The world of
Digital

Agenda
1. Our business, what we do and how things are changing.
2. How Holler is strategically adapting to this change.
3. Trends and their application.
I. The Year of Mobile – Finally
II. Technology democratising creativity and expression
III. Big Data is a BIG topic
IV. Life Tracking
V. The Social Web, adds credibility to communications
VI. Utility as a marketing tool
VII. Being good is good for business
4. Summary

Our business
and recent
changes

The Digital Side
This is not how we see ourselves (most of the time) and our clients are coming
around as well.

How we wished
things were
Here is all the money in the world to create
cool stuff like time machines.

The Reality
Increased spend brings more process,
interrogation and accountability in
regards to effectiveness,.

The Result
Broadcast just doesn’t work the way it used to. Consumers desire social equity
and community validation of their brand choices. In the age of the social web it
is as much about credibility as it is about awareness

Broadcast as a referrer
Changing communications
ecosystem
Site
Facebook
Mobil
e Site YouTube
Twitter
Instagram
Pinterest
Mobile App
Search
Print
Display
Media
Radio
TV
PR
Source: Forrester

Changing scope
of strategy

Digital Strategy
Digital is becoming more about linking all touch points throughout a
consumers journey and encouraging participation along the way. Not tactics
disparately executed. An ecosystem is only as strong as the sum of its parts.

We need to use technology to generate stronger insights:
We need to move toward cultural anthropology, technological
ethnography and a strong need for a more beta mentality.
Strategy – We need to think differently

Eyesee – Mannequins
Prysm Skylabs
Technological Ethnography

Digital should act as an adhesive.
Amplify
Amplify
Broadcast
Fans
SF’s
Digital
links
the
channels
Social
Engagement/equity
High
Evangelising
Evangelising
Amplify
Amplify
Digital Interaction
& Engagement
Experiential
Low

Key trends and
their application.

1: The year of Mobile
Using mobile as a key to engagement and to close the loop in the consumer
journey is now a truism. Mass adoption is upon us and consumers a relying
more and more on smartphones to connect to all aspects of digital life.
Source: AdWeek, Coca Cola Exploring geo-fenced mobile advertising
http://www.adweek.com/news/technology/hey-mobile-moms-how-bout-coke-and-pretzel-
142212

2: Creativity and Expression
Technology and media are facilitating new consumer habits

Challenge and Objectives
Bonds had experienced sales declines in its Hipster underwear
range since 2008. Competition from department store ‘own label’
products and a lack of product innovation had eroded sales and
brand equity. We needed to bring Bonds back into the now and
remind people it is an authentic, inclusive Australian brand that
allows people to express themselves. The campaign also had to
work in conjunction with the ATL ‘Feel the Colour’ TV execution.
Target Audience
Girls in their early 20s. They are interested in all things fashion
and use it as a way to express their personality and reflect the
mood they are in. They love colour and last thing they want to be
is boring.
Bonds Mesh Hipsters
Microsite using Instagram
Case study

Solution
Holler created a design competition asking users to upload a
photo they think would look great on a pair of Hipsters. The best
three images as chosen by a panel of Bonds designers would be
made into one of three limited-edition Hipsters available for sale to
the public. As a response mechanism, users were asked to upload
their photos to the microsite via Instagram, facebook or desktop. It
was integrated with the Instagram API, automatically creating
entries from photos tagged with #bondsfeelthecolour. The
campaign bridges digital and reality, putting Bonds fans in the
design seat for the first time.
Results
In just 3 weeks we received…
•2721 photo uploads
•Over 1000 likes
•36,242 total visits
•27,797 unique visitors
Links
http://bondsmesh.hollersydney.com.au/
Bonds Mesh Hipsters
Microsite using Instagram
Case study

But what is Big
Data?
Surviving progress Babylonian Astronomy The Fog of War Walmart – Private Satellite Network
3: Data has always been powerful…
But never as relevant as today in understanding consumer connections and
discovering new ways to increase effectiveness.

More accurately there is more data coming from more sources and it is
becoming increasingly complex and costly for businesses to make sense
of and decipher.
Basically BIG DATA is this…

This is being driven by businesses adopting technology as
well as consumers increasingly becoming reliant on
technology. Which will lead eventually to the internet of
things, where everything will have a data footprint.
Being driven by…

This presents numerous challenges. Where do we store all this
new data? What does all of this data mean? What should we
track? How do we leverage it and in what way can data add value
to businesses and consumers?
Challenge…

There are opportunities to be unlocked in data. Both in solving
complex business challenges as well as better understanding
consumers and in the process unlocking valuable
communications insights. As agencies, we need to think about:
Two routes; client (how do we better advise clients to use data) & agency (how do we better track and
leverage data to provide transparency and generate long term learnings for clients)
Being consumer centric. How can understanding data help us assist consumers on their journey with a brand
and reducing friction between channels?
Be pragmatic – look at what you are already generating and how you can enhance and better integrate
learnings. Don’t reach for the sky at first, build platforms, then continue to develop and iterate them.
Be creative, data is a powerful tool especially when creatively presented. This in itself can have a
phenomenal effect on a consumer’s understanding of your business and the value they will derive from
connecting with it.
Be prepared to re-examine, again as previously stated. Perpetual beta is how these programs should be
viewed.
Don’t discount the power of true, in-field observation in understanding data patterns.
Look for long term project opportunities as well as how you can enhance campaign activity.
See data as a tool that can be creatively liberating.
Big Data is a BIG topic…

Google Earth Engine and Landsat imagery,
celebrating 40 years.
http://earthengine.google.org/#intro
Google – 100,000 Stars, a Chrome Experiment:
http://workshop.chromeexperiments.com/stars/
Google, does data, REALLY well…

4: Data and Life Tracking…
Is now. MIT Technology Review, Greenways, Traffic
as a Network, solving traffic congestion.
http://www.technologyreview.com/news/4285
23/an-app-that-could-stop-traffic/
Mint, financial services and
management:
https://www.mint.com/
Eulerian video magnification:
http://www.technologyreview.com
/news/428498/software-detects-
motion-that-the-human-eye-cant-
see/

Life tracking…
Soon everything will create data.
Nike Kinect Fit:
http://www.nike.com/us/en_us/c/training/nike-plus-kinect-training
Nike + Basketball:
http://www.nike.com/us/en_us/c/basketball/nike-plus-basketball
Nike Fuel Band:
http://www.nike.com/us/en_us/lp/nikeplusfuelband

Heineken - RWC
Data to enhance and engage…
Solution
Almost every rugby fan has dreamt of kicking the winning goal for
their country. So we developed an iPhone App that allowed fans to
kick real penalty goals and conversions, live, as they happen.
Forging a partnership with FOX Sports, Holler co-developed
technology where live kicks could be retrieved in real time during
the game and a push notification sent to subscriber’s iPhones
asking them to kick for their country.
Marketing Problem
Premium beer brand Heineken has a long association with
international rugby, so a global sponsorship with Rugby World Cup
2011 presented a brilliant opportunity. But with so many sponsors
on board this major world event, we needed an idea that would
stand out against the clutter and provide a unique, immersive brand
experience.
Objective
Our task was to bring to life Heineken’s sponsorship of Rugby
World Cup 2011 in the digital environment. Ultimately, the objective
was to drive visits to Heineken venues and maximise product sales
both in venue and in home.

Heineken - RWC
Data to enhance and engage…
Results
•50,982 downloads
•312 ratings in the App Store with a 4.5/5 average star rating
•Total Heineken sales +30% v same period YAGO
•On Premise sales +48% v YAGO
•On Premise Tap Volume +53% in the same period
•Voted ‘Most successful Rugby World Cup Sponsorship’ by
AdNews
•Over 12.5 million kicks taken during the tournament
Links
Video Case Study : http://vimeo.com/30049697
Download : http://itunes.apple.com/au/app/heineken-rugby-
clubhouse/id450375998?mt=8

Data gives us the ability to appear perceptive…
http://www.google.com/landing/now/
Google Now

5: The Social Web…
Shopping is inherently social and peoples online habits are reflecting this…
http://www.motilo.com/

The Social Web…
Social Credibility Drives Return on Investment…
Strategy
Our task was to create a brand engagement campaign to increase
awareness and drive sales of Bonds baby wear within Australia.
Solution
Everyone loves a beautiful baby. And everyone knows that their
baby is the most beautiful in the world. We decided to leverage that
pride by allowing people to show off their baby in a way that
connected with Bonds. So we created a competition to find 10 new
little faces for the next Bonds babywear campaigns.
Results
With the lack of online media spend, its success hinged on the
power of the idea, ease of involvement and shareability. And… the
numbers speak for themselves.
Unique visitors – 2,172,179
Total visits – 4,049,989
Page views – 23,524,481
Product views on bonds.com.au – 76,451
We took the fan base to 88,348 – an increase of 74,726. All targets
were far exceeded, with some 10% of the Australian population
visiting the site.
Links
Bonds Baby Search Video Case Study -
http://awards.babysearch2011.its-a-honeyland.com/

Collaborative Consumerism
Even funding models are changing…
http://www.kickstarter.com/
https://www.airbnb.com/
http://www.patagonia.com/u
s/common-threads/?ln=452

6: Utility works…
Enhancing consumers purchase journey often doubles as a ad.

Be different – think outside the box…
Digital is there to improve not complicate…

7: Being good is good business…
But remember to be genuine…

Try and do good…

Failing that, make it cool!

Summary
• Things are always changing, it is the one constant. The velocity of change maybe
increasing, which means we should challenge ourselves and clients, daily.
• At Holler we revel in discovery and being perennially inquisitive. Start a lab or
incubator to challenge, inspire and create.
• Be as collaborative as possible with partners and clients.
• Use true observation coupled with technology to generate new and interesting insights
as well as to validate them.
• Creativity comes in many forms. Embrace them all, even the ones like data that are
seemingly dry.
• Communicating is social, try not to get too caught up in the channel, rather focus on
the idea and the best way to connect people to it.
• Generating intelligence around data is crucial to the future of agencies. It is crucial in
understanding how to add value to consumers connections with brands and
businesses throughout their discovery, purchase and post sales experience.

Contacts
Holler Sydney
Suite 5, 30 Boronia St
Redfern, NSW 2016
Australia
P: +61 (0)2 9469 5900
E: hello@hollersydney.com.au
Gual Barwell
Senior Creative Strategist
M +61 (0)410 927 617
E gual.barwell@hollersydney.com.au
Twitter: gual_holler
LinkedIn: au.linkedin.com/in/gualbarwell/
Web: www.hollersydney.com.au

Holler Trends Presentation 2012

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