Jonathan Mildenhall, VP global advertising, Coca Cola. Says brand's content has to become more relevant and more recent.
This means embracing user generated content and participation.
Five principals in global thinking (oh no chart break down…clock is ticking)
1. Cultural leadership
We must do more than give people more products to buy; we must also stand for cultural change people want. We have to give them not just brand ideas; but brand ideals. Talking about working with Chinese authorities and the bird's nest stadium and its little tweety bird campaign. Cute.
2. Emotional based story telling
Emotions drive rational behaviour. Period. Simple enough.
3. Role of product
Product as functional offering or benefit. Product as an object of desire; product as an embodiment; and product as social connector. He cues up a Fanta campaign with dancing animated kids. Says it is a "beautiful little story about a less serious approach to life. Okay…
Another film – it’s the Coke in the library ad with flirty kids drawing Coke bottles and ice cubes on their arms. Has weird shot of him touching her and her empty Coke bottle filling up on her arm. Eww. "How filthy is that?" he asks. Answer pretty. Did that air?
4. The user experience
What will the consumer see; actually experience; how will consumer behaviour actually drive business.
Another film. This one for Sprite, spriteproject.com about a competition to make a fake trailer. Not actually made to air but made to work to how they could drive consumption and brand advocacy, made by BBH. Movie related; big references to social media. Talks Facebook, texting, forums.
5. Transmedia revenue generation
Marketing comms can generate revenue in its own right; says consumers will pay for (branded) content providing it is as creatively engaging as the best of its competitive genre. He is talking about music. Makes sense. Relates to music. Oh more problems with presentation. He is almost out of time.
These five principles are all interlinked. Be interesting to see how far Coca Cola can go with this branded content.
Gordon Macmillan
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