Post Digital, our manifesto The enormous engine of the Internet has been churning out the facebook’s and Youtube’s of this world for some years and with brands now taking the dive, the digital revolu<on is now over. In the post digital age we no longer think of how to target the consumer, rather how the consumer can target us. A brand’s success is now about adap<on & evolu<on. It’s about ﬁnding areas where direct communica<on & engagement with our people is pivotal. This post digital age of communica<on ambience has broken down our no<ons of tradi<onal media. Not only is digital quite literally everywhere but it has empowered us to communicate whenever and however we want, an emo<on no more relevant on the computer than when walking down the street. The consumer and the brand now share the same common ground. We cannot visibly dominate a rela<onship where both par<es are eﬀec<vely equal. Instead we need to create an environment for people to engage with the content irrespec<ve of the brand rather than because of it. Welcome to the age of ideas, the Post Digital (R)evolu:on.
We are Contextual.
We relentlessly seek out context to establish what makes your brand valuable in people’s lives as the driver behind our thought.
Pla>orm agnos:c. We believe that too much Digital Media is limited by a
desire to ‘be on top’ of a par<cular plaJorm. We use the technology and beneﬁts from plaJorm to enrich our idea<on, not to limit it.
We only do 4 things. Dis:lling our thinking into experiences and situa:ons that bring your brand and people together on common ground.
Idea<on & planning
Branded U<lity We earn people’s :me & aFen:on by building useful experiences that embed digital possibili:es into people’s daily lives.
Issues & Public Consciousness
Collabora<ve Product Development
Community powered involvement that generates a common sense of purpose, contribu<ng to the body of thought around your brands context
Applica<ons and plaJorms that have a tangible, func<onal beneﬁt to people’s lives.
Experiences Crea:ng Immersive Digital Touch-‐points for your brand through pure interac:vity.
Whether taking people through a narra<ve or allowing them to play in a world of your crea<on Digital is the medium for communica<ng your brand story on a personal level.
From games, interac<ve TV, to exploring virtual worlds; the constantly growing roster of digital capabili<es allow for incredible entertainment opportuni<es.
E-‐Commerce has grown from it’s store-‐front origins to become a total branded experience allowing people to play and experiment with your product, interact with other consumers, and immerse themselves in your brand story.
Real Rela<onships Be contagious / Be Relevant / and actually Communicate People get a kick out of hearing from you, you’d be surprised how happy people are to hear simply that you’ve taken the eﬀort to reach out.
We create fun, engaging experiences that foster community development without aVemp<ng to shout the loudest or pushing forward repe<<ve, unengaging messaging. Achieving genuine conversa<on person-‐by-‐ person through interes<ng communica<ons and not message repe<<on. An<cs for Magnum Ice Cream 2010
Strategic Planning Extensive brand planning & strategic analysis on every campaign we undertake, whether a one oﬀ or part of a long term partnership with you
Brand Planning • Strategic roadmaps based on your exis<ng digital assets • Synergy with your mainstream eﬀorts • Social Media Listening
Campaign Planning • Core Idea<on • PlaJorm iden<ﬁca<on & cross plaJorm infrastructure • Goals & KPI Iden<ﬁca<on • Paid Media Planning
Rela<onship Planning • Blogger Outreach • Ensuring consistent coverage across plaJorms and markets • Integra<ng advanced digital tracking & listening to understand how your brand hits home with consumers
Immersive Content Developing immersive interac:ve experiences that communicate the emo:on of your brand • Flash-‐based experiences • Video Produc<on & green screen • Blog crea<on & management • Viral campaign seeding & ac<va<on
Magnum Ice Cream Campaign 2010 Microsite
• Widget Development • Phone applica<ons (iphone + android) • 3d anima<on & ﬂy-‐throughs Our 3d work
• Mo<on & Infographics
Listening People always take the ini:a:ve and make the ﬁrst move, we listen to what they say and how they say it. • Conversa:on funnels – tracking sen<ment from a curiosity through to a purchase • Inﬂuencers & thought leaders – We know who talks about you, who spreads the word most, where they’re from and how they do it. In real <me. • Nega:vity – There will always be people who have feelings about you that you wish you could change. We iden<fy who they are and analyze what they’re reasons are to develop strategies to overcome nega<vity exactly when it happens.
Awareness of brand
Intent of Purchase
Listening – the technology driving our analysis Conversa:on monitoring in English & Chinese TwiFer & Google Buzz
Facebook Fan Pages
The Real Time Web
Monitoring tweets & buzz in real <me with repor<ng on compe<<ve analysis and highligh<ng new leads
Tracking engagement across all Facebook Pages & monitoring other pages that men<on your brand
Discovering blogs and websites that ac<vely create and disseminate conversa<on about your brand.
Monitoring over 200 video sites and revealing comments and views to discover fans.
Digital Ambience An:cs champions 3 key Digital Ambience elements that elevate Digital Media beyond the desktop and into the mainstream. Augmented Reality
Digital Interac<ve Signage
Digital Ambience Augmented Reality AR is a powerful new technology that integrates Digital informa:on with the real world, for useful on-‐the-‐go applica:ons QR Codes – A QR Code works in exactly the same way as a tradi<onal bar code except that it can carry enough data to form a paragraph and is readable by most modern phones
Gateway to interac<ve content • A gateway to content and func<onal informa<on that adds value to a product or campaign.
• Instantly redeemable coupons
• Distribu<ng ‘hidden’ informa<on and organizing gatherings
Digital Ambience Augmented Reality Webcam Signatures – The digital signature allows a webcam to display interac<ve 3d content layered on top of or integrated into a real-‐world item such as a print advert. Fully integrated into print media
• providing an extra dimension to print ads and ac<ng as a solid link to a digital campaign or microsite.
• the opportunity for users to personalize an interac<ve experience to be shared with friends. This could include super-‐imposing your face into a digital character or manipula<ng an object such as a car.
Experien<al • popular with car brands, allowing people to view the vehicle in 3d and zoom in/ zoom out, move and interact with the product in real <me.
Geospa:al Mobility -‐ allowing real <me GPS-‐based geographic data to be combined with rich media content and overlaid on live video captured by your mobile phone. Layering user-‐generated content such as photos, videos, and tweets over real loca<ons providing interes<ng content on the move.
Digital Ambience Mul<plaJorm integra<on Our technical backbone takes incoming content feeds from all over the web; Web sites, databases, and SMS feeds and aggregates them on a single Web interface.
An<cs is partnered with Never.no, the world’s leading Digital Out-‐of-‐home Home technology provider to develop mul<-‐plaJorm campaigns that bridge the digital/ mainstream divide.
Social Media PlaJorms
Digital Ambience Case Studies Allowing people to text in their photos for display on digital signage and instantly posted on Facebook Telenor Arena Launch, Oslo! For the launch of Telenor Arena in Oslo, a full HD screen, 3x7 meters was installed. Customers/visitors could take a picture on the phone of themselves/his or her date/friend/random stranger and send it in via MMS. The photo would get moderated and uploaded to the screen. SMS bounce-‐backs were then used to interact with visitors aker the event. 5000 aVendees 36% engagement = 1800 MMS’s
Digital Ambience Case Studies The Diesel Campaign BE STUPID In store Dig Diesel invites its customer base and the Danish Popula<on to take stupid photos of themselves with the cell phone to be sent oﬀ as an MMS to get 15 seconds of fame. Broadcasted in Diesel stores across Europe, on the Microsite, and on the Facebook Fan Page.
Digital Ambience -‐ Case Studies Instantly redeemable coupons. Example: text “ICECOFFEE” to 1234 to receive a free Iced Coﬀee! Sends the customer a unique 2d digital barcode directly to the mobile which can be redeemed in store
The Skoda Case Study!
711/IsKaffee Case Study!
Coupons downloaded directly to a mobile phone from a website or Facebook. Goal: Increase test drive to support sales drive. Interac<ve call to ac<on included in Skoda marke<ng NO integra<on of POS systems and mobile plaJorms required material and TV adver<sements. Applica<on interfaced with dealers based on customer addresses and therefore relevant loca<on. Result: 600 test drives which generated 60 car sales.
70 000 unique downloads during 6 weeks campaign period 50% redeemed the coupons PLU code entered in the <ll.
Products & Services
Need something speciﬁc? Our mul:-‐talented team has a wide range of technical skills and we have experience working on short-‐deadline outsourcing requirements. Digital Ambience Interac<ve Digital Signage SMS&MMS Crossovers
Campaign Microsites Flash Ac<on Scrip<ng
Mobile Applica<ons (iphone & Android) Mashups
Digital Coupons Augmented Reality
Blogs CSS/HTML Markup
Web Applica<ons Social Media Applica<ons
Wordpress/Magento/ Drupal Development Custom high volume CMS
Shopping Cart & Payment Portals Planning & Management Social Media Listening Google Analy<cs Strategic Roadmaps Blogger Outreach
Content Flash-‐based experiences Video Produc<on & green screen Viral campaign seeding & ac<va<on 3d anima<on & ﬂy-‐ throughs Mo<on & Infographics
Clientele HSBC / Estee Lauder / Walls Ice Cream / TBWA / Petrofac / Stellachicken / Tempered Mental / KRU Films / Duyung / Cicak Man / Haq The Movie / Sin Kid / Kaseh Dia / Halal Journal / SKN Land & Development / Firestar Research Interna<onal / Be Yoga / Ver< Global / M3nergy / Intuit Innova<ons / The Perryer Collec<on / Ikona Sokware / The Blueﬁre Group /
David Barton-‐Grimley CEO
Having grown up with the Internet at his ﬁnger<ps, David has always goVen a weird kick out of developing concepts and ideas for the Digital Environment. Armed with a laptop and a rickety car, David & Chay Winstanley founded An<cs in ’07 to create awesome Digital experiences that happily achieve ROI without the need for paid media.
Dave Carpenter Chairman Dave Carpenter has been involved in marke<ng, research, branding and adver<sing for 25 years. With experience in Europe, the US and 10 years in Asian markets, Dave is now the CEO of the Firestar Group of marke<ng communica<ons companies and Chairman of the An<cs Digital Crea<ve agency
Our people" Azhar Razali Crea<ve Director Azhar’s passion and knowledge of Digital Media makes him the perfect leader for our talented & dedicated team. One of our founding members, Azhar has been working in Internet produc<on for over 8 years with a Degree in a Digital Media.
Meyrick D’Souza Singapore Business Director Meyrick’s role as Business Director for An<cs Singapore is to provide Singapore clients online strategic thinking to help them adapt to current digital reality and to engage their customers more eﬀec<vely. He has extensive digital skills, knowledge and leadership grounded in the fundamentals that drive successful digital campaigns and the applica<on of those fundamentals to new consumer behaviour in the digital world. Clients Meyrick has worked for include Telekom Malaysia, Time.com, Nokia, Ericsson, Palm , HP, P&G, Porsche, HSBC, Shell, Cisco, Oracle and IBM.
Partnerships An:cs is a member of the Firestar Group which includes Firestar Research, one of Asia’s leading qualita:ve market research companies. One of the world’s leading Digital OOH specialists, An<cs is partnered with Never.no to develop ambient, cross-‐plaJorm campaigns in the Asia Paciﬁc.
Our events management and mainstream PR experts, Stellar PR has been with us from The beginning. Stellar has racked up some impressive brands including Samsonite & L’Occitane, most recently bringing the Stereophonics to KL in May 2010.
Statsit provides us with incredibly powerful listening and conversa<on analysis, forming the data that powers our insight and analysis.
A focus on Asia An<cs is an Asian based agency, with oﬃces in Singapore & Malaysia www.an:csstudios.com C-‐11-‐2 Megan Avenue 189 Jalan Tun Razak 50400 Kuala Lumpur
144B Neil Road 088873 Singapore