Hello, we're ScienceFiction. An advertising agency that combines evidence-based marketing with powerful creative to make memorable brands. This is an introduction into some of the science and fiction of our work.

1. Hello.

2. We are
an agency
that combines
evidence-based
marketing with
powerful creativity
to make memorable
brands.

3. We are
ScienceFiction

4. So...
What’s with the name?

5. Well,
let’s start with
the science.

6. The science tells
us that advertising
is history.

7. It doesn’t matter if a
consumer has seen your
banner ad, watched your
TVC or heard your radio spot,
afterwards it’s all in their past.

8. And how they recall that history
is purely dependant upon the
strength of the memories each
of those ads has created.

9. That’s why
we’ve dispensed with the
purchase funnel and use
the much more accurate
Memory Timeline.

10. MEMORY
STRENGTH
TIME
This shows us that
the effects of advertising are spread over time.

11. BUILDING MEMORIES REFRESHING MEMORIES
MEMORY
STRENGTH
TIME
To make these memories work for you,
it’s important that you refresh them
as well as build new ones.

12. So how do you
make a memorable brand?

13. Well,
that will help
explain the Fiction.

14. To make a memorable
brand you need:
Powerful insights and
ideas that surprise,
get noticed by and connect
with a broad audience.

15. insight
the
that

16. A visit to a national park
like Scenic World is
amazing because it makes
you feel small again.

17. A feeling that was expressed through an integrated campaign
across OOH, Radio and social.

18. insight
the
that

19. We buy soft drinks to give us a
refreshing kick when a heated
moment is making us feel thirsty.

20. View the 360 video at http://bit.ly/2s6tjY9
Just like an escape to a virtual world through a 360° video.

21. insight
the
that

22. An honest soft drink is refreshing.
Which is exactly what you’re after
when you pick one up.

23. And nothing is more refreshing than a campaign that reveals
the clichés other soft drinks rely upon.

24. insight
the
that

25. Knowing that you can get trustworthy
advice before making a purchase
decision is a liberating feeling.

26. View the video at https://vimeo.com/79752018
So liberating you’re free to daydream about eagle-winged rainbow-emitting goats.

27. insight
the
that

28. Most people have no real idea
about how fresh their supermarket’s
fresh food really is.

29. View the video at https://vimeo.com/97111877
But if supermarkets definitions of fresh food aren’t all equal, how do you prove it?

30. insight
the
that

31. Being a new parent isn’t all kisses
and smiles. Every day is filled
with new challenges and questions.

32. View the video at https://vimeo.com/85784040
We used this perspective and a baby’s POV to tap into situations
that new parents could instantly relate to.
If you need support or advice through your pregnancy,
birth or the first year of motherhood call 1800 882 436 to
access our information and free confidential counselling
service or visit www.pregnancybirthbaby.org.au
When the tough
moments outnumber
the precious ones
we’ll be there.
WS_NHC0034_PBB_MB_1
If you need support or advice through your pregnancy,
birth or the first year of motherhood call 1800 882 436 to
access our information and free confidential counselling
service or visit www.pregnancybirthbaby.org.au
When your
baby isn’t the
only one crying
we’ll be there.
WS_NHC0034_PBB_MB_2

33. Want to find out more about
making a brand memorable?
Get in touch:
sciencefiction.agency matt@sfiction.agency alex@sfiction.agency
www

34. © Copyright ScienceFiction 2017.
No part of this presentation may be reproduced or used in any form without the prior written permission of ScienceFiction.