AMSTERDAM

LO QUE SE APRENDIÓ…2012

NO FUE UNA

COMPRIMIR 3 DÍAS DE INFORMACIÓN EN CADENA,

EN UNA PRESENTACIÓN QUE FUERA LO SUFICIENTEMENTE

DIVERTIDAPARA ENTENDERLA

TAREA FÁCIL

DE AHÍ, QUE SE HAYA DEMORADO CASI

6 MESES EN VER LA LUZ

…SE MIDE EN MUCHO MÁS QUE MILLAS

COLOMBIAY HOLANDA..

PERO ES QUE LA DISTANCIA QUE HAY ENTRE

CULTURALa

HAY ALREDEDOR DE

6 0 0 0 0 0BICICLETAS EN AMSTERDAM

EL MISMO NÚMERO DE

HABITANTES DE

LAS VEGAS

La Visión de los Problemas

La Concepción del

Negocio Digital

NEW TIMES CALL FOR NEW THINKING... LOOKING TO THE PAST IS NO WAY TO SECURE A FUTURE... COLLECTIVE CONSCIOUSNESS WAS A CONCEPT...

NOW...DIGITAL, BRING IT TO US... DIGITAL IS A PHYSICAL REPRESENTATION OF COLLECTIVE CONSCIOUSNESS WHERE YOU CAN TAP INTO THE CONSCIOUSNESS OF MILLIONS... YOU DON'T HAVE TO GUESS WHAT'S ON THE MINDS OF PEOPLE TODAY... PEOPLE ARE CONNECTED... TO STAY RELEVANT, YOU OR YOUR BUSINESS OR YOUR BRAND NEED TO BE PART OF THE CONNECTION... TODAY, YOU NEED TO TURN A MOMENT INTO MOMENTUM AND MOMENTUM INTO A MOVEMENT... THAT CAN'T BE DONE WITH 30-SECOND COMMERCIALS... YOU NEED TO CREATE CONVERSATIONS WITH YOUR CUSTOMERS... SO , MAKE CONVERSATIONS NOT ADS...

WHAT CAUGHT YOU YESTERDAY IS NOT GOING

TO CATCH THEM TODAY OR TOMORROW...

FUTURE

QUÉ ES

MAKE SURE YOU´RE DOING SOMETHING

ORIGINAL

INNOVATION

QUÉ ES

INNOVATION

WHAT’S THE UPGRADE?

TECHNOLOGY

QUÉ ES

TECHNOLOGY

FIND INSPIRATION IN WHAT YOU LIKE THE MOST

CREATIVITY

QUÉ ES

CREATIVITY

Digital es sobre todo

Cuestión de LógicaDe la cual nacen

3 REGLAS

ENTIENDE A QUIÉN LE HABLAS

1

2Y HAZLO MEJOR…CREA LA

EXPERIENCIA

FILOSOFÍA SKITTLES

AVERIGUA QUÉ LES GUSTA,

CONSTRUIR

HÁZLOS PARTE DE…DALES LA OPORTUNIDAD DE 3

DigitalArt

“ENHANCE, DON’T INTERRUPT”

CREATE DIGITAL EXPERIENCES BEYOND

THE BORDER OF THE SCREEN

“PEOPLE STILL LOOK TO TRADITIONAL MEDIA FOR

STORIES”

¿ WHAT’S

NEXT?StoryTellin

g3rd

Screen

DIGITAL INDUSTRY IS VERY CLOSE TO ART

DigitalArt

iLIGHT REVEALCAMPAÑA DE EXPECTATIVA

During 7 days before to launch Hyundai i40, users could control over a light-rig compose of 200 lights over the internet and try to reveal parts of the new car. Aunthentical real time.

http://vimeo.com/21236460

http://vimeo.com/34605247

StoryTelling“EL ARTE DE CONTAR HISTORIAS”

nuevas tecnologías “Las personas aman contar historias,

ayudarlos enfocados en las

marcas deben pensar”

es algo que las

http://www.youtube.com/watch?v=fx2ZmhYHxH4&feature=player_embedded

SCRIPTWRITTING SOCIAL

NETWORKS ANIMATIONS

Make Stories

RULES TO CONSIDER TELLING STORIES…

Gettting involved

Media Convergence

Surprise worth waiting

http://www.youtube.com/watch?v=Uk8jdqR7gNs

3rd Screen

THE THIRD SCREEN, THE

MOBILE DEVICE

IT’S ALL ABOUT EVOLUTION!!

THE FIRST SCREEN,

ALLOWED COMPANIES TO INTERACTIVELY COMMUNICATE

WITH AND SELL TO THEIR CUSTOMERS, EASILY GAINING

CUSTOMER FEEDBACK AND EVEN PERMITTING CUSTOMERS TO

PROVIDE INPUT ON PRODUCTS OR SERVICES BEING DEVELOPED.

IS A GAME

CHANGERSO THAT A COMPANY COULD REACH MILLIONS WITH WELL-CRAFTED AND TESTED MESSAGES THEY TOTALLY

CONTROLLED.

REVOLUTIONIZEDTELEVISION,

THE WAY MARKETERSREACHED CONSUMERS

THE SECOND SCREEN, THE PERSONAL

COMPUTER

THE THIRD SCREEN REVOLUTION IS ABOUT DRAMATIC TECHNOLOGICAL

AND BEHAVIORAL CHANGE.

SMARTHPHONE MARKETING”“ THE LESSON IS AGAIN:ENHACE DON’T INTERRUMP

1) MATCH INTERACTION (PREDICTION)2) OPERATE (WHERE)3) PLAY INTERACTION

3 RULES TO CONSIDER IN A MOBILE STRATEGY

•70% OF VIEWERS WATCH ON THEIR OWN AT HOMEOVER 80% OF VIEWERS IN OUR TARGET ARE DUAL-SCREENING

•YOU DON’T NEED TO UNDERTAND IT TO ENJOY IT

HEINEKEN STAR PLAYERGENUINALLY REAL TIME

BUSINNES CHALLENGE:MAKE THE WEFA CHAMPIONS LEAGUE MORE INTERESTING

http://www.youtube.com/watch?v=XP5yySEZub8

@LORENZALAMAS