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Chimney for Roomsage CHIMNEY fo Roomsage © CHIMNEY GROUP AGENDA 1. WHO WE ARE 2. SHOWREELS 3. OUR OFFER 4. CASE STUDIES © CHIMNEY GROUP WE CREATE TO ENGAGE © CHIMNEY GROUP CONTENT EXPERIENCE THROUGH FILM, IMAGES, DIGITAL OR EDITORIAL ALWAYS ON, CAMPAIGNS, ENTERTAINMENT OR TACTICAL MASS-PRODUCTIONS © CHIMNEY GROUP AND OPTIMIZING AT SCALE ENGAGE YOUR AUDIENCE ON ANY PLATFORM, IN ANY MARKET, IN ANY LANGUAGE. © CHIMNEY GROUP WE ARE GLOBAL LOS ANGELES STOCKHOLM GÖTEBORG MALMÖ HELSINKI BERLIN BASEL WARSZAWA SINGAPORE SYDNEY NEW YORK © CHIMNEY GROUP CHIMNEY IS A Creatio Agency! STRATEGY CONCEPT PRODUCTION DISTRIBUTION ANALYTICS © CHIMNEY GROUP © CHIMNEY GROUP CORPORATE SHOWREEL © CHIMNEY GROUP © CHIMNEY GROUP ANIMATIONS © CHIMNEY GROUP © CHIMNEY GROUP © CHIMNEY GROUP © CHIMNEY GROUP © CHIMNEY GROUP © CHIMNEY GROUP OUR VIEW ON CONTENT TRENDS © CHIMNEY GROUP THE MEDIA LANDSCAPE HAS CHANGED CAMPAIGN Brand building & CONTENT Destination focus EDITORIAL Engage the audience & CONTENT Targeted search PRODUCT/SERVICES Search & Conversion CONTENT © CHIMNEY GROUP THE MEDIA LANDSCAPE HAS CHANGED CAMPAIGN Brand building & CONTENT Destination focus EDITORIAL Engage the audience & CONTENT Targeted search PRODUCT/SERVICES Search & Conversion CONTENT © CHIMNEY GROUP CHIMNEY TODAY’S CHALLENGES MAKING MORE CHANNEL OUT OF LESS ADAPTATION “Budgets are being squeezed – at the same time creativity & quality “We invest a lot of money in our TVC requirements are increasing.” commercial, but it doesn’t convert in other channels.” CREATIVITY ”Our current supplier is not creative enough” PERSONALIZED CONTENT OFF-BRAND “We need to adapt a large volume of content to our specific target groups and MATERIAL markets.” “Production guidelines are not followed – there is no consistency in our content.” © CHIMNEY GROUP COORDINATION NEED TO INCREASE CONSISTENCY AND IMPACT GOING FROM THIS … TO THIS COMPANY UNITS AGENCIES CHANNELS COMPANY UNITS AGENCY CHANNELS WWW WWW CENTRAL HUB © CHIMNEY GROUP 2019 NEED TO INCREASE CONSISTENCY AND IMPACT COORDINATION ONE CHANNEL WWW MAIN OUTPUT ONE CHANNEL GOING FROM THIS… MAIN OUTPUT WWW ONE CHANNEL MAIN OUTPUT WWW © CHIMNEY GROUP ADAPTATIONS NEED TO INCREASE EFFICIENCY AND CONSISTENCY ALL CHANNELS … TO THIS FORMATS WWW WWW TARGET GROUPS WWW LENGTH WWW MAIN OUTPUT LANGUAGE OUTGOING OUTPUTS BETWEEN 2000 AND 3000 FILMS © CHIMNEY GROUP NEED TO IMPROVE ROI TRADITIONAL PRODUCTION ADAPTATION-BASED PRODUCTION BUDGET BUDGET DECREASING MARGINAL COST QUANTITY QUANTITY © CHIMNEY GROUP CREATIVE ASSET OPTIMIZATION ENGAGE YOUR AUDIENCE ON ANY PLATFORM, IN ANY MARKET, IN ANY LANGUAGE. © CHIMNEY GROUP CREATIVE ASSET OPTIMIZATION TV COMMERCIAL STORY LINE CHANNEL ESTABLISH EMOTION SHOW PRODUCT EXPERTISE CONNECTED WATCHES FROM We understand the importance of optimizing SWEDEN the content to fit each channel and its target groups. We edit the storyline, no matter if it’s MESSAGE a post on Instagram, a DOOH screen or a cinema commercial. GET MORE OUT OF YOUR DAY DISCOVER MORE AT KRONABY.COM CTA BRAND © CHIMNEY GROUP CREATIVE ASSET OPTIMIZATION CONNECTED YOUTUBE COMMERCIAL STORY LINE WATCHES FROM SWEDEN CHANNEL MESSAGE EXPERTISE SHOW PRODUCT We know the importance of optimizing the content to fit each channel and its target groups. We edit the storyline, no matter if it’s BRAND a post on Instagram, a DOOH screen or a cinema commercial. ESTABLISH EMOTION GET MORE OUT OF YOUR DAY DISCOVER MORE AT KRONABY.COM CTA © CHIMNEY GROUP CREATIVE ASSET OPTIMIZATION FORMAT EXPERTISE We have experience of producing creative solutions for a broad range of formats and screens, all over the world, from simple to exceptionally complex. From a standard 16:9 source-file we create tailor-made solutions for any DOOH screen or digital platform no matter the complexity. © CHIMNEY GROUP CREATIVE ASSET OPTIMIZATION CONVERT 17% OPTION A WITH A/B A/B TEST TESTING 25% Higher volumes enables better conversion. We always recommend our clients to A/B test, to make the most out of the existing traffic and help to increase conversion OPTION B without having to spend on acquiring new traffic. © CHIMNEY GROUP 4 2 4 2 6 2 TARGET GROUPS LANGUAGES MESSAGES LENGTHS FORMATS A/B TESTING SWE GER JPN SWE GER JPN BRAND BRAND ENG FRA SPA ENG FRA SPA 0.30 0.15 16:9 1:1 A B SWE GER JPN SWE GER JPN FEMALE GROWN UPS PRODUCT PRODUCT ENG FRA SPA ENG FRA SPA 0.30 0.15 16:9 1:1 A B SWE GER JPN SWE GER JPN BRAND BRAND ENG FRA SPA ENG FRA SPA 0.30 0.15 16:9 1:1 A B SWE GER JPN SWE GER JPN MALE KIDS PRODUCT PRODUCT ENG FRA JPN ENG FRA JPN 0.30 0.15 16:9 1:1 A B 768 OUTPUTS © CHIMNEY GROUP YOUTUBE OPTIMIZATION © CHIMNEY GROUP !32 © CHIMNEY GROUP PROJECT MANAGEMENT SYSTEM © CHIMNEY GROUP FPB FPG CASE STUDIES © CHIMNEY GROUP KRONABY © CHIMNEY GROUP CASE STUDIES KRONABY SIX MARKETS, ALL CHANNELS When launching their watches with smart technology Kronaby turned to Chimney for help with marketing strategy and tactical conversion. Kronaby was about to launch in 6 different markets, all with different languages, so language versions of all the adaptations were required. THE CAMPAIGN Input material: 2 min film, Output material: 270 outputs (5 target groups, 3 messages, 3 formats, 6 languages), Project duration: 4 weeks. © CHIMNEY GROUP CHALLENGE The key challenge was to produce both brand building and converting communication assets around a completely new brand. The watch industry is also a very special market, legacy is key as well as premium components. So how should we communicate and build a brand where the smart functions are not shown at first sight and sell the watch at the same time? © CHIMNEY GROUP 2019 BRAND PROMISE Kronaby Connected watches Overall Communication stand point Experience more in life Get more out of life Campaign concept “Less screen time” Be more present Stay connected with Get more out of life Connected. Not Distracted © CHIMNEY GROUP BRANDING CONVERSION EMOTIONAL RATIONAL To build a brand you need to tap into the To make people choose a Kronaby watch instead emotion of what it means to wear a Kronaby. of another (connected) watch we need the audience to know all the benefits and the What kind of feeling do Kronaby represent in qualities within the watch. different types of situations? The audience should come as close to the It’s important to evoke emotions. product as possible. © CHIMNEY GROUP 2019 TOP FUNNEL - BRAND ORIENTED (DIGITAL ADS) MID FUNNEL - FEATURE ORIENTED LOWER FUNNEL - PRODUCT ORIENTED SMART PRODUCTION PURPOSE: TO GET THE MOST OUT OF EACH PRODUCTION CONNECTED. NOT DISTRACTED HOW: 1. IDENTIFY NEEDS, 2. PLAN THE SHOOT, 3. EXECUTE AND PRIORITISE FOCUS: QUANTITY AND QUALITY CONNECTED. NOT DISTRACTED © CHIMNEY GROUP 2019 CREATIVE ASSETS A/B TESTING: WHAT MESSAGE/ CTA / EMOTION / PRODUCT IS MOST OPTIMAL? CONNECTED WATCHES GET MORE OUT OF FROM SWEDEN YOUR DAY DISCOVER MORE AT KRONABY.COM “MESSAGE” PRODUCT PRESENTATION BRAND ESTABLISH EMOTION BRAND + CTA © CHIMNEY GROUP 2019 © CHIMNEY GROUP ADAPTATIONS MALE FEMALE GERMAN SPANISH ITALIAN © CHIMNEY GROUP H&M © CHIMNEY GROUP CASE STUDIES H&M GLOBAL MARKET, ALL CHANNELS Present in 81 markets, with more than 20 campaigns a year, H&M requires a large number of outputs. Chimney delivers more than 80 000 files annually for the global fashion retailer and has been doing so for the past 15 years. PER CAMPAIGN Input material: One master film file Outputs: 4000 files (81 markets, 20 formats) Project duration: 4 weeks © CHIMNEY GROUP CASE STUDIES H&M © CHIMNEY GROUP CASE STUDIES H&M H&M H&M Get ready for a magical holiday with @Nickiminaj, @iJesseWilliams and John Turturro. 4 432 visningar Watch the full video at hm.com on 28.NOV.2017 #HM H&M Get ready for a magical holiday with @Nickiminaj, @iJesseWilliams and John Turturro. Watch the full video at hm.com on 28.NOV.2017 #HM This outfit makes us think of glamorous seaside towns and the scent of salt in the air. What does it make you think of? ☁ #HM © CHIMNEY GROUP UNILEVER POLAND SURF © CHIMNEY GROUP CASE STUDIES UNILEVER TWO MARKETS, ALL CHANNELS WHILE LAUNCHING THEIR NEW PRODUCT IN POLISH/ HUNGARIAN MARKET, THE CHIMNEY COMPANY HELPED WITH PRODUCTION AND POSTPRODUCTION FOR THE NEW SURF BRAND. SURF WAS ABOUT TO BE LAUNCHED IN 2 DIFFERENT MARKETS (PILLS IN POLAND AND LIQUIDS IN HUNGARY) WITH DIFFERENT PRODUCTS, LENGTH OF SPOTS AND MESSAGES. © CHIMNEY GROUP TVC 30’ TVC 15’ FB © CHIMNEY GROUP ADAPTATIONS - LIQUIDS TVC 30’ TVC 15’ © CHIMNEY GROUP YT 27’ & 15’ THE CAMPAIGN Input: 30 sec TVC Output: 30 outputs (different target groups, 2 messages, 9 different formats) Duration: 1 year campaign © CHIMNEY GROUP HOW WE CAN SUPPORT WOJAS SA? 1. FILM PRODUCTION, POST-PRODUCTION & ADAPTATIONS 2. 2D & 3D ANIMATIONS 3. CREATIVE ASSET OPTIMIZATION 4. YOUTUBE OPTIMIZATION 5. EDISEN - LIBRARY TOOL 6. MOTION BRANDING 7. CHANNEL STRATEGY © CHIMNEY GROUP Thank Yo! !60 © CHIMNEY GROUP.
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