“Welcome to the age of PULL”
Selected Cases
Zigurds Zaķis Strategic Planning Director, DOMINO BBDO
Moscow, September 11, 2009

Step 0:
Getting Your “Now What?” Right
Source for “Social Systems”: David Armano, http://darmano.typepad.com

The age of PULL:
What pulls?
1. 2.
Creating content Designing
that customers the value for
seek or share customer

A.
big ideas
that work across different platforms

simple, single-minded ideas
(concepts)
that work across
different channels

Watcher
Voyeur On Demand
Trailer
Teaser Trailer Watcher Film
Wall Screening Event
Print
HBOVoyeur.com
Mobile
Online Banners Content
Go Cards Event Invitations Ancillary Websites

High entertainment value
Outstanding storytelling
Applications to different channels:
Translating, not copying

Trans-media experiences

B.
Managing participation in
social platforms right

14

15

16

17

Big idea + consistency
Heavily non-traditional media based
A lot of branded applications
On-line (Twitter, Facebook)
Involving people (donations, recommendations)

C.
Creating extraordinary
digital experiences

IKEA, 2009
Agency: CP+B
Agency: Love Brindfors http://demo.fb.se/e/ikea/comeintothecloset/site/default.htm

IKEA, 2007
http://demo.fb.se/e/ikea/dreamkitchen/site/default.html

http://unlimited.orange.co.uk/flash/go

D.
Designing services

“.... the future of advertising
is great products that have
marketing embedded in them.”
Jeff Hicks
CEO, Crispin Porter + Bogusky
October 2006

Agency: CP+B

Agency: RG/A

Agency: RG/A

Agency: RG/A

Location

http://www.swisstrains.ch/

Insight:
Nobody runs a marathon on their own. Runners depend on the
support of friends and family to reach their ambition.
35’000 Runners, hundreds thousands follows
Strategy
Make adidas a crucial part of the conversation about the
London Marathon on social media by giving the community
something innovative and useful.
http://www.bemarvellous.com/does_adidaslondonmarathon.html

E.
Help learning new skills

Nike Signature Moves

Nike Signature Moves

Nike SPARQ
training program

FIAT: Eco Drive

G.
Helping to build and
supporting communities

Agency: RG/A

Nike+ and Nike Human Race

H.
Unleashing
collective intelligence
making them work together
to solve the challenge or help each other

Best Buy: Twelpforce
Twelpforce
A collective force of Best Buy
technology pros offering tech
advice in Tweet form.

• Strategy:
to get people talking and working
together to solve a puzzle too tough
for just one person
• Digital Brief:
make them to watch every second of
TVC
Guinnesstipping.com

F.
Creating platforms
for their self-expression

0. Getting your “Now-What” right
A. Big Ideas
B. Managing participation in social platforms
C. Creating extraordinary digital experiences
D. Designing Services
E. Helping Learn New Skills
F. Building and supporting communities
F. Creating platforms for self-expression

Summary
1. 2.
Creating content Designing
that customers the value for
seek or share customer

In the age of pull
we all are in the business of
Designing the value
for customer

= Making his life
better, easier, richer

Try a lot of things!
Fall often!
Fall forward!