Brand as the

Broadcaster of the Future

Christina Lim

Director, Brand & Marketing

NTUC Fairprice

Damien Bray

Global Director, Development

Brand New Media

The Story of Brand is Changing

Consumers are the most powerful force of

marketing

Over half of brand communication was peer-to-peer,

through earned media rather than paid media

Demands more transparency and unimpeded access

to information

New Developments that drive

advertisers into engagement mode

• People, rather than governments, or companies,

control the media

• Media fragmentation

• Consumers ability to control media interruption

Top-down, one-way, single-platform

communications no longer effective

Branded Presence – Conventional

Approach

• TV advertising

• Product Incidental

• Logo Placement

• Print Advertorial

• TV Commissioned Show

TV

Commissioned

Show

Mobile and Social – the 2 most

dominant media

Next 10 years

• Building Trust

• Align Value with values

• Embracing Technology to make life easier

• Communicating, engaging and socializing

• Go everywhere your consumers go

Ref: Consumer 2020

by Deloitte

Dramatic Shift in Context in which Brand

Communicates

Content is no longer consumed in advertising context.

It’s now consumed in social context

Share of Mind -> Share of Heart

Brand’s Story -> Consumers’ Story

Shift in Branded Communications

Outbound Marketing

Push

Single Platform

Sponsored Presence

Print/ TV

Ad messages

Inbound Marketing

Pull

Multiple Platforms

Branded Experience

Online. Social. Mobile

Conversation

Reality Shows - FairPrice Family Cook Off

Season 1 and 2

A Few First’s

• Crowd Source

• Content

• Multiple Platform

• Integrated Distribution

• Engagement - Entertainment

• In store Activation

“61% of consumers report feeling better about and

buying more from companies that offer custom

content.”

– Research by Custom Content Council 2011 (NY)

“90% of consumers say they find custom content

useful and …

…78% believe that organizations providing custom

contents are interested in building good

relationships with them”

Rise of Content

Brand’s Need For Content

• Sell Products

• Provide information

• Conversation with consumers

BLOGS

Content on the go

Brand as Publisher

Marketers are increasingly using the power of their

brand to pull consumers to content

Brand has transformed from being entertainment

sponsor to

Content creator

Content curator

Content consolidator

More retail brands are generating contents

for marketing

Home Depot

1,400 “How-to” video clips covering a range of topics from appliances,

selecting building materials, home decor tips to installing lights and fans

Tesco YouTube Channel

> 500 videos

Woolsworth

100 videos online.

Walmart YouTube channel

1500 videos online

Triggers

- Quantity of Video Content

- Quality of Video Content

- TV Shows / Campaigns / Events are great

for short-term hype and buzz – how can

we achieve more sustainable effect

- Winning in the zero moment of truth

Singapore’s very own

food TV channel

Key Considerations

• How can we deliver information in relevant

consumer contexts

• How do we entertain - What is the desired brand

experience for the consumers

• What should be the content mix – editorial,

entertainment, program origin

• How can the content assets be shared/ distributed

Key Considerations

• How can we cater to viewers’ media consumption

habits – multiple devices, VOD vs. live streaming

• What technology should be deployed to broadcast

the content

And…• How can we rally the CPG partners/suppliers to

create a better content eco-system

• How can we drive in-store activation

Trans-media IPTV

channel

the channel play

audience aggregation ecosystem

brands digital assets

drive traffic to IPTV through brands

websites, social, media, database

edm, etc

brand marketing communications

promote the IPTV channel URL across all

marketing

video QR codes

leverage via print media, POS, out of

home media etc

channel social media

pages act as another doorway in, as well as a place to drive content sharing, conversation

and deeperengagement

community outreach

bloggers, celeb channel fans - drive video

content sharing through embedded links in blogs

and social media

Off platform content

distributionBroadcast TV

Instore TV

OOH TV

paid mediaSEM, digital and

social buys using video play embed to drive

audience

IPTV channelview on any connected device

New Trend in Broadcast Industry fueling

the change

An ALWAYS ON marketing asset

Leading edge tech – linear broadcast and VOD publishing

Anywhere anytime on any connected device

TV Like experience

2 way interactive relationship

New Trend ….

Empowerment Content – information, ideas, inspiration

Sociable Content – customers as advocates

Transact able Content – click to buy

ROI - Drive Time Spent With Brand – engagement

Re learning

Law of Reciprocity……….. Every consumer is a VIP

Going Forward…

Brands needs to transform Business

Model & Acquire Skill Set

Technologists . Business strategists . Analytic experts

Storyteller . Entertainer . Relationship Manager .

Media Owner . Publisher

Respect the “laws”

Change the “rules”