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THE ORIGINAL?

Traditional Thaï Massage - 2005

Agency : Leo Burnett (Slovenia)

LESS ORIGINAL :

Revita “Relax with Shiatsu” - 2009

Agency : Fields (Brasil)

“content is king”: how brands can best leverage content without the need to force-feed brand messages.

Branded content is made up of ideas that bring entertainment value to brands and that integrate brands into entertainment. This could be in the form of a TV programme, community events, film or video – any content, provided it links important passions to brands with a strategic reason.
Branded content is a by-product of a changing media landscape. Fragmentation and consumer empowerment in a world of personalised media platforms mean that consumers can choose if they want to engage with brands or not at the touch of a button.

Sophisticated content strategies enable brands to reach people without shoving brand messages down their throats. By facilitating new entertainment experiences, brands gain fame and goodwill. The more value created for the consumer, the more value is created for businesses.

It differs from sponsorship because it is not simply adding a brand’s logo to an already existing event or entertainment property. Branded content involves coming up with the creative ideas together with the brand and producers.

There are many pitfalls with branded content - Not only can it be prohibitively expensive, but it raises issues of intellectual property and can often require brands to relinquish editorial control: a prospect too terrifying for many to swallow.


Great content will draw an audience to unexpected platforms
Purina (FREE)
A cat-food manufacturer shows that gaming isn’t only for teenage boys, with an online gaming channel targeting cat owners.





Save huge production costs with live experiences
Huggies
Huggies changes Colombians' perceptions of the brand as an expensive "gringo" brand through a link up and live tour with a local comedy troupe





Ensure value for consumers and brand with truly relevant content
Dove
Dove finds a perfect content fit to take its 'Real Beauty' message to China with TV show Ugly Betty.






Develop ideas in conjunction with media owners
Meat and Livestock Australia
Meat and Livestock Australia became part of the non-commercial airtime of the Australian tennis open with live branded content.







Engage consumers across multiple platforms
Cornetto
Cornetto reaches Chinese consumers with an online karaoke competition linked with a TV show and point of sale activity













Unify fragmented audiences with tailored media favourites
Halifax
Halifax International drives business among the disparate ex-pat community in a competitive market








Be creative with distribution channels
Cheetos
Cheetos engages with 18-35 year olds with the first ever web series distributed on Facebook.















Reap the brand rewards from funding funky technologies
Fanta
Fanta creates a series of mobile applications including an augmented reality tennis game to engage with teens.










Provide tools that travel across the net
STA
STA Travel maximises its brand message via a range of Travel Tool widgets that can be embedded in users' social network profiles.

Philips:::Simple gift of time

BRAND OWNER:Philips
CATEGORY:Pharmaceuticals/ Healthcare
REGION:China
DATE:Jan 2008 - Apr 2008

Philips brand proposition is ‘Sense and Simplicity’. It is relatively easy to communicate within their traditional consumer products divisions, but harder for Philips’ Healthcare division to become meaningful and rewarding to consumers in Chinese hospitals.

The Philips target audience in China is an affluent, working, white collar audience. They have busy work and social lives.

Time in busy cities like Shanghai is scarce and can be wasted when dealing with government bureaucracies like hospitals which have long waiting times and a ticketed queue system.

Philips developed the communication platform called ‘Create Time’, to bring Sense and Simplicity to life in the most meaningful way possible by giving consumers back that most precious commodity, their own time.

The brand developed a tool that let patients track their place in the hospital queue. This freed them up to leave the hospital for 3 or 4 hours without missing their appointment.

Once given their place in the queue, patients registered their mobile on a Philips terminal and received a text message giving them time to get back to hospital. Philips inserted brand messages into the text response mechanisms.

5 major hospitals installed the system, which reduced over-crowding in public areas and increased the efficiency of their patient flow.

At the same time Philips rolled out a TV campaign that demonstrated the benefits to consumers in using the newly refurbished, less crowded community clinics, rather than the major hospitals.

It showed consumers that they could save time by visiting the community clinic. By working with the Public Health Bureau to classify the Philips commercial as an official public health message we secured a 65% reduction in Shanghai TV airtime costs.

The system has already been rolled out to 10 hospital departments in Shanghai. Each terminal is used by 125 consumers per day on average, creating time for them and reducing congestion for remaining patients. Our simple, common sense system saves each patient 3 hours on average