Simone Bocedi at Tragos Bonnange Wiesendanger Airoldi, Content Marketing & Lapland!
- Nov 17, 2017
- 6 min read
Week 46 (13/11 – 19/11)
Hi again peeps!
We had a very interesting visit to the TWBA company on Monday. Simone Bocedi, a creative content strategist, gave us an amazing lecture during approximatively one hour. I didn’t see the time going by, his presentation was so intensive, and well-prepared. After this, he gave me the motivation to work in that company or in a company like that. I’m a bit afraid that I’m not the most creative guy for this kind of job, but I’ve a true determination & perseverance in my project, and I’m never afraid of big challenges. In my opinion, it’s something very important in the job, and I’ve a lot of crazy ideas. I hope this compensates my “missing” creativity side. To quote Simone’s mantra: "If it doesn't scare the shit out of you, it's not a good idea".
But what was the content of that very good presentation? He started introducing himself, and the company. He explained how he got the job, what he was doing every day, and what it meant to him. Simone explained us the meaning of disruption. How TWBA learned companies to have a different vision about themselves. Their job is to implement a disrupted vision, to explain how they are going to do that with an advertising campaign, and how the customers will understand that vision.
For example: AirBnB. Companies like them have as main purpose: “People travel like tourists. Airbnb’s vision is: “People travel like they belong.” But the disrupted vision is even different: “People don’t just go there. They live there (with AirBnB).”
He gave some other examples. Like how the Finns live differently, or the Supercell company that made $924M profit on a $2.3Brevenue in 2015 just with games. They use the process of build -> action -> reward -> build… etc. It’s the same with Instagram. Build your account -> do some action by posting pictures -> get likes as reward -> and so on.
He also showed us the new E-coffee cup they made. They were able to use technology to combine a daily routine’s coffee with pictures people take every day. His next concept was “Biscuit”. A little gadget made for dogs. They wear it at their neck, and the shop recognizes the dog when he walks in. The purpose is to make the visit to the shop a unique experience. They focused on the real client, the dog, instead of the normal customer, the owner. I really like the concept of how they make it so unique for dogs.
TWBA’s first main focus is technology. Their second is storydoing. This means to create an event that will tell the story in your place to avoid just telling the story yourself. Example: Red Bull organized the highest jump ever. Felix Baumgartner did that jump from the space. As a funny fact, you should know that Felix went up there three times! The two first times, he didn’t jump because Red Bull had not enough audience on their live stream. Red Bull did something very big to catch people’s attention so they would speak about it in Red Bull’s place. It’s amazing if you know that that company just sells energy drink. But they do so much more just so people would speak about their brand. This is storydoing.
That same company did something else recently. They implanted a little girl in Wall Street, New York standing fearless in front of the well-known Red Bull bull. It was to show their support to the actual women’s fight against harassment. They made it for the International Women Day.
Nike did the same with a challenge. They organized a marathon, and gave the runners the challenge to achieve it in less than two hours. They were very close but failed, the runner made it in 2h and 25 seconds. But their goal wasn’t to succeed the challenge, their goal was storydoing. This is also digital marketing and it’s the goal of many big companies.
The next big project TWBA worked on was “Pre-order the future”.
This future-oriented project gives a holistic way of thinking. To build a better future for the planet, people need to have a continuous urge for making better decisions. Thus, in recent years, Neste has invested in processing and refining renewable fuels and materials. They promoted this by making an amazing video about living your life with goals. Never give up your dreams, and live without having regrets after. It’s very easy to say like that, but you should watch the video, it is very inspiring. I really enjoyed it even though it’s 5 minutes long, here’s the link: https://www.youtube.com/watch?v=v2boHczV1C8.
People’s reaction, articles in newspapers and returns on the video were amazing for Neste.
The next project Simone worked on was the VR masks on the 4 rock statues on the Rautatientori railway station. To promote the VR company, they used the actuality of Finland. The very know rock band KISS was coming to Helsinki, so they put their faces on the statues. The band’s reaction was very positive, and people talked about it during weeks.
The final, biggest and most stressful campaign he worked on is #LifeinHEL. It is actually still going on. Basically, they made a campaign for Finavia, to get more Chinese customers. The idea was to make a Chinese influencer live in Helsinki Airport for one month. TWBA knew Helsinki’s airport had been rated a few weeks ago as the best airport in the world. They wanted to prove that. And they proved it. This campaign hasn’t ended yet, but is already a big success, even in China.
On Thursday, we had a normal lesson day at Otaniemi. Every group started by presenting their own projects one by one. Our project is in partnership with VidOctopus. It’s an app that schedules, posts or uploads videos to your multiple social media in only one click. I think this app has a lot of potential. I hope our work is going to help the company we work with. After our presentations, Faheem Iftikhar, our coach in this project, gave us some advices, and a little lecture about content marketing.
Here are a few things I thought were important to remember.
When you start working with a company, you have to focus on a problem. Every problem has a solution. But when you work with content marketing, the keywords are the questions.
In our actual society, people post too much content. There are way too much blogs on the net. The solution to this is simple. Make a 30-second video instead of 10 posts, and the impact will be ten times bigger. People don’t have any time to read blogs, they just take the time to watch short videos. Instead of using words on a website, take a picture or make an infographic to explain the process you want people to understand. The purpose is to be clear with as little words as possible.
Faheem then moved on to the Google Keyword Planning we should use to analyze our company’s website. A nice tool is the www.buzzsumo website that shows data about the keywords a website uses.
Even though his presentation was short, Faheem made it different, and interesting. He was able to explain us some main concepts in only 30 minutes.
I told you previous week that I had a big announcement. Here it is! On Thursday evening, me and my fellow Erasmus friends are going for a one week trip to Lapland! We will live in those cold temperatures all together in a cottage in Levi. I booked a few very nice activities like a husky, and a reindeer safari! We are also visiting the Santa Clause village. We will go to the Ranua Zoo too. For one evening, we will leave for a two hours snowshoe walk in Lapland’s nature to catch the Northern Lights! Then, I planned a one-day trip to Norway to visit Skibotn, and to have a short boat trip or even swim in the Arctic Ocean. I also really hope I will be able to plan a full day of downhill skiing in Levi. I’m a true ski-lover, and I took all my ski-stuff with me, so I’ll do everything I can to have that ski experience in Lapland. I hope I’ll take beautiful pictures from that trip so I can share them with you next week.
Sorry for this unusual long post. As you can see, I really liked our visit on Monday, and I wanted to give you a detailed overview about what we learned that day. I have to mention that a lot of pictures I used are from Simone’s PowerPoint. I also took some myself.
Have a nice end of November! We will see each other next week when I come back!
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