10 Years of the BCMA Duck Tape ‘Race of Gentlemen’ Stop Trying to Make Your Ads Go Viral: Alison Knight Tenthwave Top Tips for Video Success Unruly Carphone Warehouse ‘Smarter World’ Adjust Your Set Defining Branded Content for the Digital Age: Phase One Findings Chivas Regal ‘MASHTUN’ RESEARCH Ipsos MORI & Oxford Brookes FOREWORD Somethin' Else CASE STUDIES Terra ‘Penetras de Luxo’ Looking Forward to the Russia Wanted Agency and ASAS da Imaginação Anton Efimov Next 10 Years Andrew Canter Unilever Dove ‘Real Beauty Sketches’ Brazil Ogilvy Patrícia Weiss Barclays ‘Your Bank’ Red Bee Media Contributors Metro Trains Melbourne ‘Dumb Ways to Die’ INTRODUCTION McCann Producers MARKET REPORTS Unilever Surf TOWIE ‘Summer D’Reem’ Feedback ITV Expert Predictions Report Volvo Trucks ‘The Epic Split’ Justin Kirby Forsman & Bodenfors Sony Xperia ‘Vs The Northern Lights’ DigitasLBi ABOUT THE BOOK PepsiCo Lyubimy ‘Natural Love’ Copyright 2014. This book may not be Fuse Russia THE FUTURE reproduced in whole or in part without the written permission of the publishers Intel+Toshiba ‘The Beauty Inside’ (BCMA, DMC, New Media Works) and Pereira & O’Dell Eurostar the relevant copyright owner. Please Nick Mercer contact [email protected] in the first Unilever Hellmann’s ‘In Search of Real Food’ instance to request such permission. All Ogilvy trademarks and registered trademarks CONTENTS acknowledged. All rights reserved. CLIENT VIEW Back in the early 2000s, I worked with a The number of interested parties wanting number of companies who were advising a forum for discussion, sharing of ideas, brands to use different ways of setting industry standards and communicating with their audiences, development of best practice steadily Alison Knight often substituting and in some instances increased and the Branded Content Founder, BCMA replacing more traditional advertising Marketing Association or BCMA was routes. officially launched in October 2003. It struck me that it seemed a good idea to The BCMA’s primary objective was to act try to bring together these interested as a catalyst in breaking the existing parties and promote a new form of barriers between content providers, communication based on bringing advertisers, agencies and platforms. It consumers and brands together by was formed to offer support, advice, invitation, not interruption, in an share ideas, to develop best practice, entertaining and engaging way through share learning and to promote the FOREWORD branded content. adoption of branded content as a marketing medium by communicating its strengths to the wider market. FIGURE 2.1 Over the last 10 years, the BCMA has editing, production, distribution and recent case studies, a report on emerging established itself as the leading promotion – we have pleasure in markets, expert predictions on future organisation for branded content. We publishing this, our second ebook. We trends and an in-depth analysis of the have created a proprietary measurement envisage this being an annual publication first phase of the Oxford Brooke’s tool, contentmonitor, giving us valuable showcasing the very best of branded University and Ipsos MORI Academic insight into what makes branded content content. Study which sets out to develop a clearer effective. We have opened dedicated understanding of this key marketing We also publish the ‘BCMA Weekly BCMA chapters in the USA, Russia and concept and define branded content in Digest’ that brings together all branded most recently South America and the digital age. content news and stories from around the Scandinavia. world. Our Insight Series of events brings We look forward to our next ten years We were delighted with the response to together leading experts in the field of with great excitement and we hope you our first ebook showcasing great branded content to share their views on are inspired to join us on this amazing examples of branded content, which was the current and future trends. And our journey. published in early 2013. recently developed Leadership Series showcases the latest developments Due to its success – and with special affecting the industry. thanks to Tenthwave, Somethin’ Else, Ipsos MORI, Adjust Your Set, DMC and Contained within this ebook are all things New Media Works for their help with branded content, including the best 3 Andrew Canter CEO BCMA Looking Forward to the “2013 has been an incredibly Next 10 Years exciting year with some amazing campaigns from major brands. We’ve seen the We generally look back to look forward The recent content revolution can be growth of social media and the and predict the emerging trends, but the traced back to a seminal moment in 2001 Internet as a real driver, and I explosion of social media and the rapid when BMW decided to take its US$30 think that brands that adopt development of technology has impacted million advertising budget and spend it strategies that embrace positively on branded content and given on producing five ‘mini’ feature films branded content to its full impact will maximise ROI.” us a glimpse of what the future may hold working with luminary directors and for brands. 2013 was the year that producers, such as Ang Lee, Guy Richie, branded content marketing came of age. John Woo, Ridley and Tony Scott. The star-studded line-up of actors included INTRODUCTION FIGURE 3.1 Clive Owen, Madonna, Don Cheadle, We can surmise that this influenced the a whole new meaning to the phrase, “Red Mickey Rourke, Gary Oldman and Forest decision of the likes of Audi (2005) and Bull gives you wings”. Whitaker. more recently Renault (2009) to launch Mobile telecommunications brands have dedicated channels to showcase their BMW Films’ ‘The Hire’ series season one been extremely active in the branded brands. We have also seen Jaguar featured ‘Ambush’, ‘Chosen’, ‘The content market in the last decade. We producing the 2013 film, ‘Desire’, starring Follow’, ‘Star’, and ‘Powder Keg’. The have seen Orange create the music show Damian Lewis. It was created in brand followed this up with three more ‘Playlist’ with Initial (Endemol), broadcast collaboration with Ridley Scott films for season two: ‘Hostage’, ‘Ticker’, on ITV in 2005. A year later T-Mobile Associates (RSA) and features music and ‘Beat the Devil’. decided to follow suit and co-produced a from Lana Del Rey. show with Channel 4 called Already ahead of the curve, BMW then The masters of branded content, Red ‘Transmission’, and Vodafone’s music created BMW Audiobooks in 2006, which Bull have created some incredible show TBA ran on E4 from 2006, produced were given to customers to play in their content over the past few years, by Endemol. new cars, but were not deemed to be a culminating in the Stratos project that great success. However, we often learn Drinks brands have relied heavily on saw Felix Baumgartner freefall from more from things that don’t work than branded content, with great examples space. Who would have thought that a from things that do, so BMW should be from Bacardi’s B-Live events in brand would be bold and confident congratulated for their vision and partnership with Groove Armada. A enough to spend millions on achieving foresight. drinks brand as a record label? Also, this? Money well spent? It certainly gives 5 established brands such as Johnnie areas that were at the centre of their core Walker have created a rich vein of consumer’s life, i.e. music, football, content based on the history of the nightlife and social media. With this “We’ve evolved from, “If [consumers] brand. campaign, they recognise the legend in might skip my ads then I’m going to try all of their drinkers, those who know their Other brands like Chivas Regal have and hide my ads in the content they’re way around and recognise a fine beer invested heavily in content creation with already consuming” to “Wait a minute, I when they taste one. In ‘The Entrance’, two films based on real friendships actually have stories that I can shape the film’s hero demonstrates his and share with my audience that are directed by multi-award-winning Joachim ‘legendary-ness’ by making the ultimate worthy of their time.” That is really a Back: ‘Here’s to Big Bear’ and ‘Here’s to party entrance. huge transfer of thought from a world of Twinkle’. branded content being a tactic, to a This was followed by their high-profile We also witnessed a huge change in world of strategic, story-based involvement in the James Bond movie attitude to content as brands such as marketing where all forms of ‘Skyfall’, which caused a great stir among communication have to be put through Heineken reportedly increased their Bond fans as beer replaced his Martini the filter of “What do I have to say that branded content marketing budget from and generated huge coverage for the adds value to people’s lives and under 5% to 25% over the course of 18 conversations?”” brand. It was a notable example of how months. This culminated in their highly Scott Donaton, brand integration can be subtle but acclaimed 2011 ‘Open Your World’ Global Chief Content Officer, effective, notwithstanding the £45 million UM campaign that was created to engage in investment. 6 Branded content has always been at the ‘Content 2020’ vision. They believe this stood out with a tale of possibility that heart of Luxury brands, with great will leverage the opportunities in the new just had to be told. Not only did his dance examples coming from: Dunhill’s ‘The media landscape and transform one-way move – the ‘Toe Tappy’ – take off, but Voice’ campaign, featuring distinguished storytelling into dynamic storytelling that also he got the whole world dancing to it. gentlemen who have achieved great hopes to add value and significance to And who can forget the Coca Cola Polar things in their chosen fields; Prada with people’s lives.