Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens Greece

2. Evolution of a Megaphone
A short history of advertising,
up to the moment consumers dared to talk back…
Panos Sambrakos, Business Unit Director, OgilvyOne Athens

3. In the beginning of advertising…
3

4. …a few gathered to listen. But the marketer
needed more “reach”.
4

5. Then posters covered the streets…
5

6. …and outdoor advertising created more reach.
But it wasn’t enough.
6

7. Newspapers and magazines informed the world.
7

8. By placing ads in print, the marketer reached
even more. Again and again and again…
8

9. Then radio came along. A medium, that could
reach, inform and entertain more.
9

10. So the marketer interrupted shows with radio
spots. Again and again and again…
10

11. Technology then brought us, the most powerful
medium of them all. Television.
11

12. So more shows were interrupted by more
TV commercials, again and again and again.
12

13. Until one day…
13

14. …a wonderful machine was placed in the hands
of the consumer.
14

15. It was simple. The first thing the marketer did, was to place
banner ads online. Again and again and again.
15

16. Until a “second” day… People started talking
back!
16

17. And other people listened…
17

18. …and talked to each other, about things they
were interested in and engaged with.
18

19. So what can a marketer do, in an age when the
consumers do all the talking?
?
19

20. So what can a marketer do, in an age when the
consumers do all the talking?
Listen!
20

21. The Toyota Auris case study
Putting the “consumer in control”, at the driver’s seat.

22. For the launch of the new hatchback model, Auris, Toyota
Hellas ran an outdoor, print, TV and banner campaign.
22

23. And then… we made a blog together.
23

24. We built a blog at www.aurisblog.gr and invited
Greek bloggers to test-drive Auris for a week.
24

25. They would post their findings on their respective blogs,
and all the content would be collected at the Auris blog.
25

26. We also held a contest for the public, to win a weekend with
the Auris, supporting it with a banner campaign…
26

27. And we listened… To the blog posts and to the
comments. We censored nothing. Good or bad.
27

28. We listened. People’s voice was louder than ever.
• 15 bloggers drove the car out of the 85 that requested it.
• 60 posts were written. Most with photos and videos.
• A total of 179 international blog reactions.
• 261 comments, and more at the participating blogs.
• 55.000 unique visitors came at the Auris blog.
• 2.250 test-drive requests submitted. 50% of total.
28

29. So what ELSE can a marketer do, in an age when
the consumers do all the talking?
?
29

30. So what ELSE can a marketer do, in an age when
the consumers do all the talking?
Help them talk louder!
(giving them something to talk about)
30

31. Vodafone’s “Livefeeds” viral campaign
Reaching 200.000 viewers with no media spend

32. To create buzz around the online top-up service at
Vodafone.gr, we made the fake “Livefeeds” site
32

33. And sent customized invitations to a few friends.
33

34. Who liked it so much, they felt they HAD to tell
their friends too!
34

35. And then their friends told their friends…
35

36. And then some people blogged about it...
36

37. Until almost “everyone” knew or talked about it…
37

38. BEFORE we even launched the banner campaign!
38

39. We gave people something good to talk about.
And they kept talking…
• 340.000 unique visitors.
• 200.000 visitors before any media spend was made.
• 65.000 in the first 3 days. 120.000 in the first week!
• 65 blogs posted teaser posts, urging users to visit.
• After a month, there were over 1.000 web pages found
on Google, pointing to Livefeeds.gr.
39

40. Social & User generated media have changed
the game.
It’s more fun when we play together with consumers!

41. The Evolution of a Megaphone in the Web 2.0 era
Shout Listen Enable
41

42. Direct Marketing more relevant than ever.
42

43. quot;When you are close to who you are talking to,
there is no need to shoutquot;
43

44. Thank you very much!
panos.sambrakos@ogilvy.com
Blogging at www.panos.gr
44