For my last semester at the American University of Sharjah I am taking two mass communication courses; Creative Strategies and Campaigns.
I have converted the first project to The Nancy Tag Challenge that you can check out by clicking here or going to the page.
The first project was to summarize Nasuti + Hinkle's creative brief and make it into a presentation.
Second Project was actually given to me personally by my professor, and it was to create an excel sheet with 10 things of whatever category I could think of. Then use iMind Map
Third Project for this class was about the Coca Cola 2020 Strategy. We had to listen to their videos and create an info-graphic and a paper on what their strategy is all about.
"Coca-Cola in 1000
Fifth Project was when MBC Action and MBC 3 Promo Producer Steven Cheak and asked us to create four videos, two teasers and two hard launches for the Driven show.
(Also due to time pressure, and heavy work load at the end of the semester, the teasers were not as good as we wanted them to be. )
Teaser #1:
Teaser #2:
Hard launch #1:
Hard launch #2:
Overall, it was a wonderful semester taught by a very passionate advertiser, Professor Ibahrine :)
Enjoy
-Sandra
I have converted the first project to The Nancy Tag Challenge that you can check out by clicking here or going to the page.
The first project was to summarize Nasuti + Hinkle's creative brief and make it into a presentation.
Second Project was actually given to me personally by my professor, and it was to create an excel sheet with 10 things of whatever category I could think of. Then use iMind Map
Third Project for this class was about the Coca Cola 2020 Strategy. We had to listen to their videos and create an info-graphic and a paper on what their strategy is all about.
Sandra El Atrach
As we move on into the future, Coca-Cola as a company realises that creating content for the future generation, to have them engaged will be much more challenging than previous times. This is why they have created the vision and objective of ‘Content 2020’.
The Content 2020 strategy is all about shifting creative excellence to content excellence. Content is the future, it is all about content. The whole process is a series of ten chapters.
Chapter one, the first step, is about how the content excellence approach liquid and linked content development? the Coca-Cola company mentions that they need ideas or to create ideas that are so contagious that they cannot be controlled. Their point of view is that an idea should be on the same page as business objectives, consumer interests to create linked ideas and all ideas should appeal to popular culture. It all starts with the conversational model, where the brand tells a story that generates liquid and linked ideas which turn into conversations that the company acts and reacts 365 days a year.
Chapter two, the case for change; there are cases for change but the Coca-Cola company has three key drivers to change. First is the intention to double the business size, second observe a distribution of creativity, and finally third, the distribution of technology.
Chapter three, the evolution of storytelling. Storytelling is common among all cultures and families that is why the storytelling feature is extremely important where storytelling shifted for one way conversation to a dynamic one. The first step is having serial stories to tell, the second is having multi-faceted story telling, third spreadable storytelling, fourth immersion and discovery storytelling and finally the fifth is engagement through storytelling.
Chapter four, baking live positively into storytelling plans. Brand stories must give commitment to give the world a promise and make the world a better place. So what is the story? what part of the story should we tell the world?
Chapter five, moving the insights to provocations, the big fat fertile creative brief. Bigger thinking is at the heart of the briefs, but the actions are more important. Thats why the data becomes the soil of our thinking.
Chapter six, developing liquid content, we have a definition of content creation of stories that are about to be expressed with every connection. Coca-Cola believes that each story should add value and significance to peoples lives. The definition of liquid is that the elements of content that move freely among themselves that don’t become separate stories. So, in other words we need more collaborative and continuous models. We work of different processes, but base them on the same principles. First we need to inspire participation among the best, second, connect the creative minds, third, share the results of our efforts, fourth continue development and fifth measure our success. So how do we manage development of a liquid idea? we have to govern the flow, encourage bravery, ensure clarity embrace risk incubate creative ideas, creative culture and use conflict constructively.
Chapter seven, applying the 70/20/10 investment principles. So what is the 70/20/10? It starts with 70% of the content which is the low risk content, the bread and the butter of content, then comes the 20% which targets a more specific audience but on a broad scale, and lastly comes the 10% which is the ones with the highest risk.
Chapter eight, researching liquid content, current approach need urgent address. What Coca-Cola does today is invest 20% into qualitative testing, 60% into link testing, and 20% into market testing. However for the future Coca-Cola needs to have 30% into inspirations spaces and provocational tools, 15% feedback and online tools, making a conversation , 30% link testing which includes market testing, more conversational and real-time testing.
Chapter nine, applying the dollar multiplier to the production process. What coca-Cola needs is a more fluid approach to production process, more liquid, create more stuff with less dollars. Therefore it created the dollar multiplier which is the process of maintaining flexibility, working with new and different creative partners.
Chapter ten, in summary we are moving into a new, liquid world therefore we need to produce more liquid ideas.
That is the Content 2020 vision of Coca-Cola."
At the beginning
I did not understand the meaning or use of infographic, so I created this :
But of course the copy was not readable, so I had to change it and recreate it.
Fourth Project was to present Chapter 3 of the Creative Strategies book.
Therefore, Leen and I presented it with these slides:
(Also due to time pressure, and heavy work load at the end of the semester, the teasers were not as good as we wanted them to be. )
Teaser #1:
Hard launch #1:
We ended the semester by learning about ReadBull's Strategy.
Here is my brief paper:
"Red Bull in 1000
Sandra El Atrach
Every brand has a strategy of its own. Its own set of rules, mantra and even vision. Every company has its own view for the future, where it wants to reach and where it wants to position itself as a brand between a million brands that exist in our world today.
Every strategy is different, Every culture is different. Every firm is different. The key to success is to apply the right vision, and strategy to the plan that the firm is willing to take, the right tactics. This explains RedBull and Coca-Cola’s success in not only branding but also content marketing, and creating a new culture.
Red Bull’s Creative Future.
Red Bull started off as a company that sells an energy drink and became a company that competes worldwide; sponsors the most thrilling and extreme events and games and has its own magazine. Today Redbull has become an agency of its own.
How did this happen in a short matter of time??
This is RedBull’s Creative concept, creative strategy, content strategy, creative culture and creative excellence.
RedBull today is no where near to where it was a few years ago. Today RedBull has its own media house, where the company focuses on its sports, culture and lifestyle. It’s an agency that offers content to various media channels such as television, mobile, digital, audio and print.
RedBull has three main mantra’s. The first one is that ‘content marketing’ means storytelling, it means attracting the reader, viewers and listeners. The second is that content marketing is not restricted to anything. It can not just only be a billboard, print ad, television commercial or an instream youtube video. The third, is that the idea about content marketing is that a brand must give something valuable to its audience to get something back in return. The value returned is that the people associate good things with the brand and come back to engage with it, so instead of having a commercial, be the show and instead of a regular banner be the feature story.
RedBull’s concept is give wings to people and ideas,
Concept of The Red Bulletin is to reflect a lifestyle of this brand
The brand wants to be seen as publishers, publish what the audiences are into right now, discover the trends and be their trend. create a trend. (Felix) content created,
Content had nothing to do with the drink but has successfully reflected and associated to the people, but because RedBull is a brand of extreme sports it related. and RedBull knows that audience are lazy, and don’t and won’t spend hours looking at a video about a drink, they chose sports to make it engaging and interesting.
Transmedia storytelling doesn’t follow the rules of traditional publishing, but cater the customers where they connect and folds them into the narrative, in the five media scapes. Paid (digital, banners, adwords, overlays), owned (created assets, custom content), earned ( brand-related conversations and user-generated content, promoted ( in-stream, or paid promotion vehicles), shared (open platform).
9 rules 4 content :
Content has to be visually compelling, quality keeps visitors come back, don’t underestimate the slick eye catching site, there shouldn't be more than 5 to 6 paragraphs per page ( don't skimp on design), use engaging , well-rounded user experience that makes people want and click for more. use pictures, content, slideshows just as Tory Burch (do make it multimedia), make it indirect, focus is on educating, entertaining, and delivering value ( don’t go for the hardsell), be professional, but also balance it out to also be content generated by users (strike a balance), make sure you're available on all social networks ( make sharing easy), brand as publishers, newsroom and speed think beyond evergreen content and create relevance among content, audience and current events ( brands will break news), use technology and make content the heart of every campaign (social content will be the new ad unit), native advertising will start to scale, where promoted post ads will be bought and sold by brands, dissolving line between publishers and brand ( be together)"
Overall, it was a wonderful semester taught by a very passionate advertiser, Professor Ibahrine :)
Enjoy
-Sandra
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