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Mehr von Polle de Maagt (20)
"The best strategy: just do awesome shit." for SintLucas
- 1. The best strategy: just
do awesome shit.
Or: a masterclass in Cute Elephantisms.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 2. Pleased to meet you.
My name is Polle de Maagt.
I work as a Strategist and Creative
Technologist at a small but remarkable
agency called in Leuven and
Amsterdam. I build business by acting
remarkable for (a.o.) Nike, Rabobank,
KLM/AirFrance, Kinepolis, InHolland,
Electrabel and the Dutch government.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 3. We reset
running with
the Nike
RunHouse.
(awesome, isn’t it?)
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 4. Here he is,
our lean mean
leads-conversion
machine,
Kai Mook.
2010 was a pretty good year for us.
(But not because of these ugly awards).
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 5. For the second year in a
row, we totally fucked the
award categories.
We won 5 awards in 3 different
categories with the same case at the
Cannes Lions (Gold for PR in both
years).
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 6. In 2009 we empowered
youth and broke
every banner convention
in the process.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 7. In 2010 we used a little
elephant as the
ultimate lean
mean conversion
machine.
(isn’t she cute)
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 8. We didn’t start from a
medium or technology
gimmick. We started from a
remarkable story. A
transmedial story that is.
A story that is worth sharing.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 9. vs.
Crossmedia versus Transmedia.
Pushing your story versus managing coherence and
building a community base.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 10. Let’s fast-forward the digital
mumbojumbo.
More people on the interwebs bladiblah, people in control
blah, Google searches, fahfahfah, social media growth,
people trust peers more than brands, if you don’t have an
iPhone you will die, yadiyah. Social media starts with just
trying blahblahblah.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 11. 1) The internet is a
conversation network.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 12. 2) Customers out-conversate
media, brands and agencies
time after time.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 13. 3) Media/brands should
create stuff that is
conversation-worthy: stuff
worth sharing.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 14. Back to our favorite
marketing guru.
What can we learn
from her?
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 15. We were asked to make the
Antwerp Zoo top of mind
when young families consider
to go out for the day.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 16. On may 2009, 559.824 17th
people watched a live
broadcast starring a little
elephant.
(That is 20% of all Belgians)
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 17. 1.200.000 stream viewers (in 1 day).
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 18. The first month, 165.000
visitors turned up for our
‘baby shower’.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 19. Antwerp Zoo welcomed
300.000 extra paying
visitors.
(+28% compared to 2008)
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 20. Kai Mook was nominated for
product of the year 2009 by
Belgian newspaper De
Standaard.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 21. Number 1 Carnaval Suit.
We love stuff that ends up on t-shirts (and carnaval suits).
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 22. So, what did we do?
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 23. We created a story that was worth sharing for 8 months:
Wouldn’t it be awesome if we
could make every Belgian
feel a little bit pregnant too?
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 24. We built buzz.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 25. We made it engaging.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 26. We created a center point.
A website bulking with stuff worth sharing.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 27. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 29. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 30. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 31. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 32. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 33. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 34. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 35. We gathered and activated fans.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 36. Yep. A widget.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 37. Yep. A trunk-o-lizer.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 38. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 39. 3.500.000
3.000.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
50.000
0
Media investment versus media value.
If it’s worth sharing, it isn’t worth buying.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 40. It isn’t about what brands
say, it is about what they do.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 41. Rijke Verhalen.
Very smart way to support Welzijnszorg / Famous Brussels.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 42. IKEA Heights.
Very smart way to show IKEA.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 43. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 44. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 45. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 46. Kinepolis: Claim fanpages.
Leverage the power of existing fan communities.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 47. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 48. Act remarkable: Albert Heijn Appie.
Walking the talk: actually making life easier and better.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 49. Volkswagen Fun Theory.
Put a spotlight on the proof your vision works.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 50. You can forget most of the silly
things I said. But, please:
Remember these six
things.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 51. 1) The internet is a
conversation network.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 52. 2) Customers out-conversate
media, brands and agencies
time after time.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 53. 3) Media/brands should
create stuff that is
conversation-worthy: stuff
worth sharing.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 54. 4) It isn’t about what brands
say, it is about what they do.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 55. 5) Start from a story worth
sharing.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 56. 6) Make it shareable.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 57. I hope my story was worth sharing.
Now, go create stuff
worth sharing.
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
- 58. POLLE DE MAAGT Strategist
Boondoggle Amsterdam / Leuven
polle.demaagt@boondoggle.eu
@polledemaagt
linkedin.com/in/polle
www.polledemaagt.com
Photo: Filip Bunkens