Volume Two

Brands changed the way they speak with us

An exploration into how brands are engaging with their audiences in new ways and how, as communication specialists, we can learn some important rules about engaging with the interactive consumer of today.

Our research involved focus groups with a broad age group, held across Australia and New Zealand discussing five new ways brands are connecting with audiences. We then approached a number of experts in the communications industry to hear their opinions.

Here are the findings.

Embracing Change

With the boundaries of the communication industry expanding rapidly, our experts consider the realities of change and reflect on the challenge of keeping up to date. They discuss why brands can’t function unless they are online and why, even though we are experiencing great demographic and technological change, that old ways of communicating still work.

An introduction into the changing nature of the communications landscape. Download here (PDF 1MB)

Branded Content

A look at how a proliferation of content delivery sees a growing pressure on the industry to develop content that resonates. Social Researcher Mark McCrindle explains why audiences want entertainment from brands, not just information. And General Manager of Digital Artists; Tim Flattery explains why Budweiser were willing to fail in their attempt at launching Bud.tv.

Here we take a more in-depth look into Bud.tv and reveal that both younger and older audiences have an overwhelming interest in branded content. Discover more about the rules of engagement when it comes to developing branded content. Download here (PDF 1.3MB)

User Generated Content

A glimpse into the power struggle between the consumer and the media in embracing user generated content for the good of all. Director of Pegasus Strategic Planning, Andrew Moss argues there is still a role for professionals while Tim Flattery, General Manager of Digital Artists suggests now is the time to apply learnings from user generated and social networking environments to other media environments.

Our research looks at how Landrover and STA Travel embraced consumer enthusiasm to get involved by developing two user-generated campaigns. Find out why it takes more than just audience interest in user generated content to succeed and why it is critical to maintain brand relevance and elements of your brand that aid in the path to purchase. Download here (PDF 1.25MB)

Branded Events

Here we look at Mini’s success in creating a branded event - the Mini Cirque, and find out why Mini’s Marketing Manager Jason Miller believes branded events work for mainstream brands too.

Our research reveals an audience who couldn’t believe a brand would go to such an effort to give something back. Download here (PDF 1MB)

Brand Experience

Social Researcher, Mark McCrindle reveals great consumer interest in tangible experiences, arguing that in technological times real experiences stand out from the sea of messages. Louise Eyres, Head of Marketing and Sponsorship at the ANZ bank, talks about how ANZ engaging in brand experience is a reflection of a changing strategy that is seeing the brand move towards local level marketing.

Our research takes a deeper look into the benefits brands can experience through engaging with consumers simply by providing a tangible experience. Download here (PDF 1MB)

Virtual Worlds

Lisa Romano, Project Manager of ABC Innovation, takes us inside ABC Island to show us the importance of creation and community in virtual worlds like Second Life. And futurist, Richard Watson can’t understand what all the fuss is about.

A mixed review from consumers reveals a younger audience is perplexed by the attraction, and an older audience curious to see how it all works. Download here (PDF 1.25MB)

In a Nutshell

If nothing else we can always count on change. Here our experts think about what it all means for the future of advertising.

Our research concludes by considering how each medium, be that a brand experience or a virtual world can benefit your brand in fundamentally different ways. Download here (PDF 1MB)