Question

Topic: Social Media

Strategy Roadmap For Online/sm For A Brand Giant!

Posted by K.J.P. on 1/14/2010 at 6:48 PM ET 500 Points
Hello Vibrant Forum,

I am pulling an all-nighter, big pitch in 2 days and I need insights from you. We are putting together a major pitch for a payment gateway giant, operative word being "Priceless."

They operate in the Southern Gulf (UAE, Oman and Qatar), customers are B2B (banks) and campaigns (ATL/BTL/Online) are jointly done with alliance partners. They would like to look at developing a digital + online + social media communications platform, aiming to convey the same message or value proposition to end users. The test brief are 2-prong, centers around putting together an e-newsletter and having a fresh look at their website (see:mastercard.ae) looking at different ways of engagement, catering to B2B, enterprise, alliance partners and reaching out to the end-consumers who are out there in the vast social media landscape. They have the berth to go local with their digital + online partner who can journey with them on this landscape and in this region. Insights on strategy, creative, metrics/roi and technical are welcome!

Ideas involve running your outside of convention digital + online communications plan. We are a boutique agency, given the chance to pitch against 3 Goliaths. Samples of our work that they liked are as follows:

https://www.firefly-group.com/#section=portfolio&cat=client&sub=all&page=1&...
[inactive link removed]
https://www.veet.ae/beautyfloor/

Brainstorming starts in 5 hours and we need to put together a brilliant strategy roadmap with creative on the two test brief and outside of these--going the extra mile. We aim to amaze, and I need your inputs, albeit we have to keep them coming now and urgently!

In breathless anticipation,
KJ




[Moderator: Inactive link removed from post. 2/14/2011]
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RESPONSES

  • Posted by Gary Bloomer on 1/14/2010 at 8:12 PM Accepted
    Dear K.J.P.,

    Not asking for much, are you?

    Brilliant strategy, eh? To paraphrase Bill Bernbach, I've got a great idea: let's tell the truth.

    Tell them that people are sick to death of corporate bullshit and whining, pissy-assed Wall Street types fat on bail out cash and living high on the hog while others go without.

    Tell them that for something to truly be priceless, it's got to have value that leaps off the value scale and hugs the bejesus out of people—NOT in a cute way. No, I mean true value, the things worth more than money: a hand to hold; a warm body to cuddle in the cold dark night; food shared with friends; food shared with total strangers who have WAY less than you do because, there, but the grace of whoever on high and a few pharmacological or neuro chemical changes go you and I.

    Value that gives back, that gives people respect, self esteem, feelings of worth and a sense of contribution to something bigger than themselves.

    Will this WORK? Christ knows! But I can guarantee you this:
    the big dumb agencies won't be doing this or saying this. Why? Because they have neither the chops nor the balls. But you?
    You have nothing to lose, so why the hell NOT?

    Hope this helps guys. I know it's a shot in the dark, but fortune favors the brave! Good luck, and let me know how it goes.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 1/15/2010 at 5:53 PM Accepted
    Looks like the deadline came and went. Are you going to tell us what you did and how it was received?
  • Posted by Jay Hamilton-Roth on 1/18/2010 at 6:04 AM Accepted
    No doubt you already considered borrowing from the Mastercard "Priceless" campaign (https://www.priceless.com/us/personal/en/index.html) which had similar goals. I would hope that before you presented your new campaign that you also got the ROI from past campaigns to show what worked and didn't, so you weren't simply showcasing creative - you were showcasing RESULTS.
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