Gustav von Sydow talks on Infusion Amsterdam '08 about the concept of remix to create novel ideas, how this extends to advertising and how remixed data will power the next generation of ads.

1. REMIX
ADVERTISING
INFUSION - 13 NOV, 2008
tisdag, 2009 februari 10

2. GUSTAV VON SYDOW
Planner and concept developer at
Daddy, a swedish digital agency
Co-founder of Burt, a software
company developing creative tools
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3. LEGO STYLE
INNOVATION AND
THE KNEX WARS
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4. by
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5. by
LEGO STYLE
INNOVATION
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6. THE PERPETUAL AWESOMENESS MACHINE
BLUEPRINT INNOVATE SHARE
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7. by
MY REMIX
THIS TALK
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8. tisdag, 2009 februari 10

9. IT’S SIMPLY OLD
BEHAVIORS AMPLIFIED
BY NEW TECHNOLOGY
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10. IT’S A QUESTION OF:
BUY THIS VS. DO SOMETHING
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11. THE REMIXES WITH THE MOST
IMPACT ARE MADE UP OF THE
STUFF WE ALREADY KNOW
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12. THE MASHUP
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13. +=
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14. TECHNOLOGY IS GETTING
MORE ACCESSIBLE.
WILL MASHUPS BECOME
THE NEW BLOGS?
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15. ”DESIGN PATTERNS”
JUST ANOTHER REMIX
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16. tisdag, 2009 februari 10

17. SO, WHERE ARE THE
ADVERTISING PATTERNS?
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18. THERE ARE NONE.
TO A LARGE EXTENT GREAT
ADS ARE ”ANTI-PATTERNS”
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19. THERE ARE NONE.
TO A LARGE EXTENT GREAT
ADS ARE ”ANTI-PATTERNS”
GREAT ADVERTISING IS ABOUT
BREAKING THE RULES.
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20. quot;Rules are what the artist breaks; the
memorable never emerged from a formula.quot;
Bill Bernbach
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21. BREAKING THE RULES IN THE 60’s
SPARKED THE CREATIVE REVOLUTION
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22. HOW DID BERNBACH BREAK THE RULES?
1. IT WAS HONEST
2. BASED ON INTUITION, NOT PRE-TESTING
3. IMAGINATION TRUMPS RESEARCH
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23. IF THERE ARE NO RULES, HOW
DO WE KNOW WHAT WORKS?
EXPERIMENT
GET REAL
GET FEEDBACK
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24. “RELEASE EARLY,
RELEASE OFTEN”
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25. NO OTHER PLACE IS THIS IDEA
MORE CRUCIAL THAN ON
SOCIAL NETWORKS
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26. by
PRODUCT PLACEMENT
WORD-OF-MOUTH
VIRTUAL GOODS
SOCIAL APPS
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27. by
PRODUCT PLACEMENT
FIERCE COMPETITION
FOR ATTENTION
WORD-OF-MOUTH
FROM BOTH BRANDS
AND USERS
VIRTUAL GOODS
SOCIAL APPS
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28. by
PRODUCT PLACEMENT
GREAT ADDITIONS TO
THE MARKETING MIX
WORD-OF-MOUTH
BUT NOT SCALEABLE
VIRTUAL GOODS
SOCIAL APPS
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29. by
CONVERSATION CONTENT
Facebook etc Travel & Leisure sites etc
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30. by
DEMOGRAPHICS
PSYCHOGRAPHICS
GEOGRAPHICS
SOCIAL STATUS
TARGETING
NIRVANA
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31. by
IT’S NOT THE TARGETING
ATTENTION AND IMPACT IS THE
BOTTLENECK.
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32. CREATING IMPACT BY REMIXING
HOW WE USE TARGETING DATA
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33. Reactive advertising is mass-customizing
how ads look and behave based on the
unique conditions of each exposure.
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34. In a wider sense – reactive advertising is
about using data and variables to enhance
messages in a creative way – just like we
use sound, graphics and interaction.
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35. by
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36. GOT A TV SCHEDULE? GREAT!
LET’S MAKE AN AIRLINE CARRIER AD!
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37. by
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38. by
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39. by
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40. MESSAGE BASED ON THE FOLLOWING
VARIABLES:
1. The user’s closest airport
2. Local time
3. Flight time-table
4. What’s on TV
Not many copywriters pull this off.
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41. COPYWRITERS DON’T THINK IN CODE.
DEVELOPERS DON’T THINK IN COPY.
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42. by
CopyBox.
THE COPYWRITER’S PHOTOSHOP
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43. CREATIVE REVOLUTION 2.0
WHEN?
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44. FROM WHO TO HOW
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45. DIGITAL LIVE EVENTS:
THE ADVERTISER AS DJ
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46. CASE STUDY
ANDY THE BOT
FROM “SAYING” TO “SHOWING”
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47. tisdag, 2009 februari 10

48. “Kids aren’t rebelling against marketers, they
want to be marketers”
Rana Reeves, Shrine
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49. THE LESSONS OF REMIX CULTURE:
INNOVATE THRU ASSEMBLY
RELEASE EARLY, RELEASE OFTEN
PREPARE TO BE REMIXED
CREATE TO BE SHARED
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50. THANKS!
www.daddy.se
www.byburt.com
www.copyboxapp.com
twitter.com/vonsydow
gustav.vonsydow@daddy.se
vonsydow@byburt.com
tisdag, 2009 februari 10