The morning got under way with a visit from Chris Jones and Sarah Stratford of Archibald Ingall Stretton (AIS), who having introduced the company and their approach to marketing, gave groups of us a mini-brief to work on. We were given just 20 mins to come up with a full campaign based on O2's Priority sector - you know, those texts you're disappointed to receive as for a minute you thought it was a friend texting you and you were popular. Each group subsequently pitching to the room, the results were fantastic. In such a short period of time I was truly impressed with the range, depth and innovativeness of each groups' ideas.
For example, in a nut-shell, our group came up with the following:
In seeking to acquire an emotional relationship beyond that of a mere phone provider, we focused on live events in our notion of "being the band manager". As gig attendees always have personal desires of what songs they wish to be played in the set, and in spite of a good gig will often be left feeling slightly miffed if particular songs weren't played, we wanted to give the public a say in what they heard.
This would be done by ticket holders and online viewers of the gig texting, tweeting, or messaging their favourite songs, with the most popular ones forming part of the set-list.
Allocating 10-15% of tickets at the O2 for a large performer (to be decided upon), we would primarily run a ballot allocated competition for tickets. Utilising facebook, twitter and owned websites we would require the entrance of details from consumers, and suggest adding friends too, in order to increase the already wealthy Priority database, and acquire new touch points to interact with consumers in the future. To promote this we would suggest short (15 sec) ads, utilising the current billy-goat style ads to keep in line with the current campaign and reduce costs, alongside a direct mail push.
Having the gig subsequently streamed online to all those signed up would mean that even those that weren't able to win a ticket would still be able to see the performance and feel more privileged than non-O2 users.
People would then be able to interact and discuss what they though of the gig online, with social media being monitored and interacted with to ensure a positive post-event consumer experience. Video response booths at the venue would help create a viral advertisement for O2 Priority, and show others the level of enjoyment that O2 gave them.
Anyway, back to the track. Our last pre-lunch session was filled by Martin Troughton supplying us all with tips for successful career development. With insider anecdotes galore, the tale of Martin's illustrious career proved to be both entertaining and highly insightful. From his time at OgilvyOne to founding Harrison Troughton Wunderman to his current position at Anglian, it was clear to see that he had reaped such successes due to his highly inquisitive nature, ambition for greatness, and dedication to the industry. Whilst his lessons were numerous, these were his top 7:
- Treat yourself like a brand.
- Only work for the best people.
- Don't be afraid of moving jobs.
- Don't seek praise, seek criticism.
- Don't take short cuts, they never lead anywhere worth going.
- Don't promise what you can't deliver. Over deliver on what you promise.
- Keep learning.
After lunch was the big trip out. Each year the summer school takes it's delegates to one of the bigger patrons of the IDM, to give us a glimpse at what working at such an agency might be like. This year we were shepherded off in true year 8 school trip fashion, to Canary Warf and OgilvyOne.
For those who haven't been there, wow. I must say I've never been in a place like it. The only way to describe it would be a more purposeful kids section in the Science Museum. With motion reactive floors, 3D TVs, jukeboxes, and a LOT of awards at every turn, it was a fantastic place to woo potential and current clients.
During our time there, not only did we get a tour of the impressive (if slightly show-offy) Design Labs, but were also treated to an audience with moguls such as friendly UK Chairman Paul O'Donnell, and the brilliantly quirky (and quirkily brilliant) Rory Sutherland. Also getting a chance to speak to this years Ogilvy Fellowship intake, we got to hear about industry life from similarly minded industry newbies, as we were all hoping to be.
Minds reeling from all that we'd seen, heard, touched, and generally experienced at one of the industry's biggest companies, it was time for a drink. Heading downstairs to the in-house bar, we were treated to some lovely drinks, and had a great time meeting and chatting with some of the company's employees.
Eventually having to leave the agency (many a lot tipsier than when we entered), we headed off for a group bonding meal at Wagamamas before heading home to work on our briefs and get a good nights sleep.
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