“Brands need to identify four key mediums in communicating to today’s consumer”. This was the gist of the session of Tom Bernardin, CEO, Leo Burnett Worldwide.
The first key medium he identified was “Social”. What he essentially meant was “social media”. To substantiate his theory he presented a case study for the brand Samsung. He showed how Samsung initially was cluttered with too many FB pages, irrelevant activities and fragmented loyalty. To rectify the process Samsung, along with Leo Burnett, created a “social media centre”. The centre was solely responsible for controlling the entire gamut of activities for Samsung on social media. This resulted in less clutter on the media and increased number of followers on the digital domain. Bernardin concluded that having a one-point social handle to cover the entire spectrum is more credible than having multiple solution social points.
The next parameter that he mentioned was “Mobile”, which was substantiated with example of the brand Coca Cola. Bernardin mentioned iPad applications that his agency developed to collect donations to save the polar bear in the Arctic island. To support the cause, Coca Cola changed the colour of the can of the beverage brand to white instead of red. The campaign was promoted through mobile and generated a mammoth response from the consumers. “Mobile is a great medium, which can be used in delivering customised and response generation messages,” Bernardin added.
The next parameter in the list of the Leo Burnett chief was “Shopper”, which implied the human purchaser. He explained it with a case study of Ikea. The brand was opening its first store on a Wednesday in some part of America. Usually stores give discount coupons to people to maximise opening day customers. Instead of gifting those coupons, the strategy that was initiated by Ikea involved making “human coupons”. This implied that any person related to one person could be a human coupon for him/her. The activity generated a huge response from consumers, with 41 per cent more crowd on opening day than the expectations.
The fourth parameter in Bernardin’s presentation was “Design”. He gave an example of McDonalds in this category, where Leo Burnett capitalised on the platform of London Olympics. The idea was to promote people as part of the Olympics. As part of this, people in London were asked to demonstrate an emotion that they embedded with the Olympics. McDonalds received a huge response to this initiative and published the designed pictures on print, TV, online and OOH mediums. The brand got an instant recognition with the audiences.
Bernardin concluded by stressing on the “Integration” of all the four parameters. He showcased a video advertisement of Le Trefle, a toilet paper roll, which has gone viral on YouTube recently. The brand integrates all the four parameters mentioned by Bernardin in a very effective way and conveys the message in a very simple fashion, resulting in maximum reach and acceptance.
Goafest 2013 coverage on exchange4media is presented by Patrika group.