Boondoggle

Pieter Goiris

Annoying Consumers

“If we can boondoggleourselves out of this depression, thatword is going to be enshrined in the hearts of the American people for years to come.”

- Franklin D. Roosevelt, 32nd U.S. President

“Consumers have fundamentally changedover the past 5 years.”

Watch the birth of

the extreme consumer

The totally impatient, ridiculously

demanding & annoyingly bold consumer

To connect withthe extreme

consumer, you need extreme brand

behaviour

ExtremeRelevance

Boondoggle presents

Extreme relevanceA mental framework that will teach you to finally live

up to the expectations of today’s consumer.

How to behave better, stronger and faster. And how to

make sure your communication is no longer seen as a

nuisance, but as a service instead.

Relevancevs.

ExtremeRelevance

Spot the7 differences.

We have an opinion on the spot of the brand in the positioning diagram.

Relevance:

We have an opinion on the purpose of the brand in society.

Extreme Relevance:

vs.

We tell people how we would like them to feel.

Relevance:

We build on how people really feel.

Extreme Relevance:

vs.

We invest in great advertising to make the products look less stupid.

Relevance:

We invest in great products to make the advertising look less stupid.

Extreme Relevance:

vs.

We invest in great advertising to make the products look less stupid.

Relevance:

We invest in great products to make the advertising look less stupid.

Extreme Relevance:

vs.

We send out the right message to the right people.

Relevance:

We add something meaningful to people’s lives.

Extreme Relevance:

vs.

We send out the right message to the right people.

Relevance:

We add something meaningful to people’s lives.

Extreme Relevance:

vs.

We ask people which kind of products and services they want.

Relevance:

We co-develop products and services together with people.

Extreme Relevance:

vs.

We ask people which kind of products and services they want.

Relevance:

We co-develop products and services together with people.

Extreme Relevance:

vs.

We are there when we are ready.

Relevance:

We are there whenpeople need us.

Extreme Relevance:

vs.

We are there when we are ready.

Relevance:

We are there whenpeople need us.

Extreme Relevance:

vs.

We give when people pay for it.

Relevance:

We can give without asking something back.

Extreme Relevance:

vs.

We give when people pay for it.

Relevance:

We can give without asking something back.

Extreme Relevance:

vs.

How to beextremelyrelevant?

Real Time Campaigning

For messages to be heard in 2020, brands will need to

create an enormous amountof useful, appealing, and

timely content.

- Harvard Business Review

In The Moment

−Prolific

−Agile

−Audience centric

LOREM

IPSUM

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LAOREET

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The traditional content model

The modern content model

Client involvement

−Strong relationship

−Trust

−Mandate to decide

−Availability

−Engage with data

−Improvisation

−Different budget allocations

LOREM

IPSUM

DOLOR

AMET

SED LIGULA

ALIQUAM

SUSCIPIT

CONSECT

ADIP SIT

NULLAM

PENDISSE

MOLLIS

LAOREET

FEUGIAT

PURUS DIAM SIT

CONSECTETUR

“The majority of effort and spend will be supporting an

always-on strategy based on many, lightweight

interactions over time to build deep relationships and

loyalty.”

“A minority of effort and spend will be supporting a

small number of heavyweight interactions with true

fans to achieve specific goals (mostly around driving

awareness of new things)”

- Paul Adams, Head of Brand Design at Facebook

let’s not pollute the internet

from telling one big story, once a year

to telling multiple stories across the year

and ensuring all of these individual stories add up

The Belgian Red

DevilsBoondoggle & KBVB

2008Belgium-Morocco

8000 people in KB stadion

2009

Spanje - België

5-0

Fifa 75

2011

5th time no qualification

Sponsors left

Talent but no groupspirit

What did we change?

Winnen in de sport

“If you don’t know where to

go, it doesn’t matter how to

get there”

Lewis Carroll

Create the biggest and best fan legion ever.

Based on true and unconditional fan loyalty.

That survives defeats.

That is there even when there is no game.

That neutralizes negativism.

That supports the team on their road to

Brazil & beyond.

The mission

A new way of

campaigning

OPEN

BRIEF

www.facebook.com/BelgianRedD

evils

Content bursts create conversation layer

Redefine the campaign

Creating mini bursts

Redefine the campaign

Conversation & data analysis

Generosity acts

Extra mini-campaigns on owned & earned channels

The modern content model

@pietergoiris