Issuu on Google+


“

If you ask a kid what he wants in a cake, you will probably end up with a cake made entirely of icing. And not only will the kid not like the cake, it will probably make him vomit.

“

Phil Knight

It is not about what they say but what they do.


CASE


UNBA UNBA is the leading basketball association in America. It’s the biggest basketball league with the biggest stars in the world. Many claims it is not just sport, it is American entertainment.

THE TASK Internationally, UNBA is looking for a separate marketing campaign that will work in key markets to primarily drive fan recruitment and deepen engagement in an effort to reach growth projections. The key international markets are Brazil, China, France, Germany, Korea, Mexico, Russia, Spain, Turkey, and the United Kingdom.


HOW

WHAT

WHY

SITUATION AND METHOD

CHALLENGE AND INSIGHT

STRATEGY

Currently, 20% of the UNBA’s players are foreign. This number is rising and we found that since these players are adding their own cultural style to the game, they are actually changing the game itself.

Though 70% of UNBA’s social traffic is from international markets, it doesn’t mean those visitors are consciously a fan. Likes are not love. This generation wants to be a part of the movement to feel important. They want to be co-creators of their community.

So, how do we make them feel important? By involving them in the game and make them to understand their importance. UNBA is an international game and the fans are its oxygen.

They say the distance is the problem (lack of broadcast access and time difference), but it is not. Look at the sport of soccer - there it’s not a problem.

The campaign should be digital- and social based, since the ability to support athletes and engage in a social conversation about them drives deeper engagement with the sport.

By looking at the international audience, we’ve defined two kinds of consumer groups:

1. The Casual fans who enjoy the sport but only engage when it is convenient. They need educational content and community support to build their knowledge and help them understand the sport. 2. The Avid fans who love the sport outright. They want detailed statistics and technical information about teams, athletes and events.

Your are the UNBA.

It is because they don’t feel connected to the UNBA. Since they don’t feel important they don’t take UNBA to their heart. These are Sport Socializers.

Actually, these Avid fans do so much more than just being a fan. They teach other people by inviting them to watch the broadcast, by taking them to events, by explaining the rules. They are advocating for the sport or for their team in social media. Moreover, their fan experience is continuous throughout the year - they want midweek stories about the preparation for the next events, they want information about the players personal lives and they share all on social media. The Avid fan not only consumes but also creates the content. What if we could turn the Casual fans (reaching 53% of the UNBA fans total) into Avid fans? Let’s focus on Casual fans aged 15-21 since that’s the age when most of the Avid fans started their journey.

“Time difference makes it hard to watch”

SPORT SOCIALIZER David 18, Berlin

Facebook the most popular social forum for sports and is visited once a day or more (75%) followed by Twitter (47%)

Attracted to the American flare

Turn Casual fans into Avid fans for the value of Avid fans. Improving fan engagement will deliver deeper engagement and also dramatically increase the opportunity to generate revenue at the same time.

68% follow sports/teams using multiple devices simultaneously

“Social media improves my experience as a sports fan since I can share my opinions with my friends and see their reactions”


SOLUTION

BREATHE UNBA Inhale UNBA, exhale the game. A gamification campaign built on inspiration, socialization and playing. UNBA is an international game where the fans are its oxygen. With their love for the game,  the fans bring the UNBA and its players to life. Points are allocated, both individually and per country counting the oxygen produced to the game. The more fans tune into the game and socially share, the more points their country recieves. The winning country gets a free UNBA event with the original stars.

TV

COURTS

GAMES STREAMED, NBA COACHES

UNBA.COM/BREATHE

BREATHE IN / BREATHE OUT / GO PLAY

ENGAGEMENT

JOIN THE LEAGUES INSPIRATION

GO PLAY IN THE COURTS

PRINT

SHARING

#UNBABREATHE

AMPLIFICATION


EXECUTIONS

BREATHE IN INSPIRATION

BREATHE OUT SOCIAL SHARE

GO PLAY

JOIN A LEAGUE

OXYGEN POINT SYSTEM

WIN THE EVENT WITH THE ORIGINAL STARS

TV AD

COUNTRY SPECIFIC UNBA PLAYERS PLAYING IN EMPTY COURTS WITH NO ENERGY. FANS COME IN CHANTING THEIR COUNTRY SPECIFIC CHANTS AND PLAYERS COME TO LIFE.


CASE


REVOLT Revolt is an upcoming music-oriented cable television channel (and social platform) backed by Sean Combs launching July 2013 in a deal with Comcast. The station will deliver music videos, live performances, news and interviews. Described as “the first channel created entirely from the ground up in this new era of social media�, the platform is built for artists to reach an extraordinary number of people in a completely different way. It is a network for the artists by the artists, live streamed. THE TASK Since it at the moment was unclear when Revolt was to be launched, the task was to build buzz about the network. There was no platform yet to refer to, no website, no TV channel, no social media.


HOW

WHAT

WHY

SITUATION AND METHOD

CHALLENGE AND INSIGHT

STRATEGY

Problem is, people are consolidated with their current community. Revolt is flexible, live and has its own agenda. Anything can happen, and will happen. There is no line between fans, stars, social, digital, recorded or live - all is emerged into the Revolt platform which takes place online, on broadcast and on social medias. It is said the platform is built for artists to reach an extraordinary number of people in a completely different way. Since there will probably be no problems in recruiting artists, our primary target market is the fans. There couldn’t be a better time for launching such a thing as now. The online lifestyle has resulted in a massive trend of people’s desire to be constantly transforming, reinventing themselves. Revolt responds to this excitement to discover. They can not only find new music and industry news but can also engage in transparent interactions with their idols as well as show their own talent with the opportunity to be discovered.

Co-creator of Revolt is Andy Schuon, responsible for the success of MTV back in the 90’s. Since then, a lot has happened in the music industry as well as in media consumption. MTV was the temple for and of music lovers. Then came all digital and social media; Myspace, Facebook with Spotify, Pandora, Grooveshark, Rahpsody etc, which allowed the consumers to choose community from their demands, their kind of music and their needs. All these social networks separated music lovers from each other and formed them into new communities. From music lovers to platform users.261 more. You want him to see you. As a result of the digital space, people now define themselves not so much for who they are, but how they are in relations to others. By sending back and forth information through apps and similar, a certain sense of value is shared. Since you now see things from another perspective, on which experience you base your values, you are firmly consolidated with the chosen community. This open space makes you want more. They are connected to each other, yet demand increasingly more from the artists. Following P Diddy on twitter along with 9 072 261 fans doesn’t mean you know him. You want him to see you.

Since their current community is based on music, it is out of question for them to set it aside due to Revolt. Instead, we are encouraging them to show their passion for what is important: The music. It is not about choosing community, it is about taking the music back to jointly give it the space it deserves. In this sense, the artist will respond by giving each of them the attention they are aiming for. Music lovers re-united.


CDML

TARGET AUDIENCE

The music lovers aged between 18 and 34 are the Core Digital Music Lovers, who have a generally higher level of music-related activity. They watch the most music videos (on computer or TV), download more songs (both paid and free), and stream more music. Let’s focus on the music lovers aged 18-20, since they are old enough to care about the music revolution, yet young enough to rapidly help us to build and co-create the network.

“It bothers me when I cannot find the right song in my community yet it never crosses my mind to join another”

Watching music on video is the most popular way to consume music. 44% watch internet videos several times a week.

CDML Liza, 21, NY Music controls her mood.

35% consume music via social networking sites.

Takes for granted that the music, her music, is everywhere, free, available whenever she wants it. Gets nervous/uncomfortable if it is not around.

One of nine million followers of @iamdiddy (Twitter)

Listens to web radio at home, Spotify on the move, while shareing lists and songs with friends on social media (who likes exactly the same music or they wouldn’t probably be friends).

Even though music is her life, she rarely go to concerts since it costs money. She has the music for free online, in clubs and on social media.


SOLUTION

TAKING THE MUSIC BACK By making social media real, we are taking the music back from the charts and decision-makers. Online revolution meets boots on the ground, where the music creators and the consumers side-by-side stand up for the revolution of unique, individualized and customizable music experiences. Join the revolution to take the music back.

VOTE

FOR WHICH ARTISTS TO PERFORM

TV

AT LAUNCH EVENTS NY/LA

CHAT

WITH YOUR IDOL AND ASK FOR STREAMED INTERVIEWS

REVOLT.TUMBLR.COM

ENGAGEMENT INSPIRATION

STREAMED CONCERTS NY/LA BATTLE VOTE ONLINE FOR THE BEST SHOW

TWITTER

#REVOLT

SHARE YOUR “WAR PAINT” WIN TICKETS FOR LAUNCH EVENT

SHARING #REVOLT

AMPLIFICATION


SUPERBOWL SPOT

VIMEO LINK


ME


THEIR STORY Copywriters and planners can share the same objective — to tell a story that people wants to make their own. A story they can’t wait to share with their peers, with the world. Pride comes from being the first one to tell it. Though as a planner, you have the privilege to choose direction from the very beginning. To define the real problem and to set a strategy that sparks emotions and actions that make a person want to pass the story on. Creating that story is my trigger.


FROM DIPLOMAT TO STRATEGIST. “ As a middle child, I learned there’s always another point of view on things. Each person has their own perspective and thus their own response to what is right.

SKANÖR, SWEDEN Born as a middle child in a vivid family

STOCKHOLM/NEW YORK 1 year of Advertising and Global Marketing which of 6 months at the Pace University

“ Created, along with four students from other ad schools, a social network called Our Demand for students and young professionals within the creative industry. Learned you can do it no matter the busy schedule.

Dipl. Global Production Manager Defining my skills STOCKHOLM Berghs School of Communictation 2 years Creative

The internship at Ziccardi&Partners NYC taught me that, without speaking up and explaining what I want, I won’t be heard.

STOCKHOLM Copwriter consultant Working with strategists Brand platform -> concept

NEW YORK Whisp PR Group NYC Deepened my skills in Social Media Strategy while studying at the MAS

Business founder Consumer behavior triggers my passion for work

Dipl. Copywriter

MIAMI Miami Ad School Account Planning Bootcamp

MALMÖ First Flight Communication First job in digital

Digital Copywriter

NEW YORK NYU 3 months Deepened my skills in digital while working for my current Swedish employer long distance.

Planning allows the geek in me to dig even deeper into people’s minds

“ As a planner, I’ve learned to please the consumer instead of pleasing everyone at once.

“ “ First Flight Found by real entrepreneurs derived from Framfab (one of the digital forerunners in the 90‘s IT era), First Flight opened my heart for digital. The feeling of a wall of glass being removed between me and the audience.


SARA NYDREN July19 1980 sara_nydren@miamiadschool.net SWE Surbrunnsg. 2 114 27 Stockholm +46733-480738 U.S 2401 Collins Ave. apt# 1709 FL 33140 +1(786)973-8709

BUSINESS CAREER 2011-2013 SENIOR COPYWRITER Zellout AB, Uppsala Sweden Brand Positioning, Communication Strategy and Concept, All Channels 2010 – 2011 SENIOR COPYWRITER Consultant, Telge AB, Stockholm Sweden Communication Strategy and Concept, Digital and Prints 2008 – 2010 SENIOR COPYWRITER Freelance, Stockholm Sweden Working on a consultancy basis for the ad agencies Embrink, SDL (Stockholm Design Lab), Hilanders, Nkel, Heart Communications, Inhouse and more. 2007 - 2008 DIGITAL COPYWRITER First Flight Communication AB, Malmo Sweden Communication Concept, Creative specialized in digital 2005 – 2007 COPYWRITER Relevans Strategi&Kommunikation AB, Hbg Sweden Communication Concept, Creative, Prints and Digital 2001 ACCOUNT MANAGER ASSISTANT Ziccardi&Partners Inc. New York US Assisting the Account Managers for clients such as The Loews Hotels and Ellen Tracy.

EDUCATION 2013 INTERNSHIP WHISPR PR GROUP NYC Deepened my skills in Social Media Strategy while studying at the Account Planning Bootcamp. A long-distance internship, working on client cases such as Spotify at SXSW and H&M at Coachella. Helping with research, insight and strategy for executions. 2013 ACCOUNT PLANNING BOOTCAMP / DIPL. ACCOUNT PLANNER Miami Ad School, Miami US 3 months full-time, Grade: A (Grading system A-F) Studied from leading Planning Directors in the industry and partnered with Copywriters and Art Directors to replicate realworld process. The course refines the skills needed to grow brands and create effective communications, such as creating knockout insights, perform solid strategies and supply the creatives with big ideas that inspire to effective concepts. 2007 DIGITAL MEDIA MARKETING New York University, New York US 10 weeks part-time 2002-2004 MEDIA COMMUNICATIONS / DIPL. COPYWRITER Berghs School of Communications, Stockholm Sweden 2 years full-time, Diploma (No grading system) Studied from leading creatives in the industry, given the practical skills and analytical and strategic competence necessary to work as a creative in integrated marketing communications. The course of study included both visual and written communication to mirror the needs of the contemporary market and the demand for greater flexibility. Theoretical and strategic topics were interwoven with practical exercises. 2001 INTERNATIONAL MARKETING & ADVERTISING / DIPL. GLOBAL PRODUCTION MANAGER Pace University, Lubin School of Business, New York US Part of the iiU Program 2000 INTERNATIONAL ADVERTISING & MEDIA PRODUCTION, iiU (the Institute of International Education), Stockholm Sweden Theoretical topics in media productions, international business communication, global relations and cultural behaviors. 1996-1999 HIGH SCHOOL: THE MEDIA PROGRAM S:t Petri, Malmo Sweden Core topics interwoven with individually selected mediarelated topics. Mine: Copywriting, Visual Design and Video Production.


THANK YOU


SARA NYDREN