奥美互动推出新数字方案: OBuzz & Ogilvy Digital Lab

obuzz_ogilvy_digital_influence_solution_iwon

北京—奥美互动今日发布了最新的数码营销工具:“OBuzz”和“奥美数码实验室”, 以帮助营销者更好地了解、接触在线或移动中的消费者, 并与之进行互动与沟通。

OBuzz: 奥美数字影响力解决方案

 

奥美互动和奥美公关共同开发的OBuzz是强有力的在线口碑营销(iWOM) 监测平台追踪系统, 可以高效、实时地监测、衡量并分析中国社交媒体包括BBS、论坛、博客和其他Web 2.0网站中消费者的对话。

在中国, 奥美已经使用这个专有技术解决方案为阿迪达斯、英特尔和葛兰素史克等客户提供服务。通过抓取数千个博客和社交网站, OBuzz可以为营销者提供消费者对其品牌和竞争对手讨论的真实情况, 即时反映与某个产品或类别相关的消费者情绪。由此营销者能够及时发起相关性强并有意义的对话来吸引消费者, 从被动反应转变成主动沟通, 从而提升品牌亲和力, 更有效的控制营销预算, 同时提升整个方案的执行效果。

奥美数码实验室

 

北京的奥美数码实验室是亚洲第一家实体的数码实验室, 进一步扩展了奥美的数码实验室网络, 这表明了中国作为新兴技术增长市场的重要性。
随着数码实验室的推广, 北京的客户和未来的合作者将能够亲身体验最新的品牌化手机应用、游戏、移动网站和数码创新成果。数码实验室的专用展示室也将用于演示、比稿和其他活动, 并作为奥美员工和访问者的学习和创造中心。

上海奥美集团总裁兼奥美互动中国区总裁韦棠梦表示: “数码实验室反映了奥美集团的创新能力, 并使我们能够为客户大胆构想解决方案, 永远站在数码领域的最前沿。从建立之初, 数码实验室就与Adobe和EyeClick等创新型公司建立了合作关系, 最重要的是, 数码实验室激发了我们所有业务部门的员工都成为‘创新者’。”

欲睹详情, 请访问: http://www.obuzz.com.cn

以下是英文版新闻稿:

BEIJING — OgilvyOne China today announced the addition of OBuzz and the Ogilvy Digital Lab to its arsenal of digital tools that will help marketers to better understand, reach and interact with Chinese consumers online and on the go.

OBuzz: The Ogilvy Digital Influence Solution

Jointly developed by OgilvyOne and Ogilvy Public Relations Worldwide, OBuzz is a powerful new Internet Word-of-Mouth (iWOM) tracking system that enables efficient, real-time monitoring and measurement of online conversations across Chinese social media including BBS, forums, blogs and Web 2.0 sites.

The proprietary technology solution, which has already been deployed for clients in China including adidas, Intel and GSK, crawls thousands of blogs and social media sites to give marketers an unadulterated glimpse of discussions around their brands and competitors, as well as an instantaneous view on consumer sentiment related to a product or category.

Armed with this knowledge, marketers are empowered to shift from a reactive to a more proactive marketing response by engaging consumers in timely, relevant and meaningful conversations that drive greater brand affinity – and importantly, stretch marketing budgets and enhance overall program effectiveness.

Chris Reitermann, President of OgilvyOne China and Ogilvy & Mather Group Shanghai, said, “Marketing today is all about engagement. With OBuzz marketers have the ability to constantly be at the pulse of consumer sentiment. This allows us to not only react to positive and negative buzz, but to anticipate, preempt and become a meaningful and relevant part of the conversation. This is particularly crucial in China where online opinions have a major impact on a brand’s reception in the market.”

Statistics from a November 2005 GMI Poll support this claim as 40% of Chinese netizens cite WOM as a leading purchase influencer, a significantly higher percentage than in other countries. This is particularly important in the context of an economic downturn as consumers are being much more careful with their spending and are relying more than ever on the opinions of others when making purchasing decisions.

Scott Kronick, President of Ogilvy Public Relations Worldwide/China and Ogilvy & Mather Group Beijing, added, “From a pure cost perspective, OBuzz helps marketers to get the most out of their communications budgets by enabling on-the-fly campaign optimization, detecting crisis signals that avert potential PR crises and allowing marketers to integrate powerful consumer insights into marketing programs that will be more effective as a result.”

For a first look at OBuzz, please visit: http://www.obuzz.com.cn.

Ogilvy Digital Lab

The Ogilvy Digital Lab Network was expanded today with the launch of the first physical lab in Asia in Beijing, signaling the importance of China as a growth market for emerging technologies.

With the introduction of the Lab, clients and prospects in Beijing will now be able to experience first-hand the latest branded mobile applications, games, mobile websites
and digital innovations. The dedicated showroom will also be utilized for presentations, pitches, events and as a learning and creativity center for Ogilvy staff and visitors.

According to Reitermann, “The Digital Lab is a manifestation of Ogilvy’s innovation across the group. It allows us to dream up solutions for our clients and to be at the pulse of the latest developments in digital technology. Since its inception, the Ogilvy Digital Lab has opened partnerships with innovative companies such as Adobe and EyeClick, and most importantly, it has inspired staff in all parts of our China business to become ‘innovators.’”

Reitermann says the agency will constantly change, update, innovate and display the
latest and best there is in mobile, digital retail, out-of-home and gaming. The Ogilvy Digital Lab has become a key strategic proposition within OgilvyOne with labs in London, New York, Singapore, Tokyo, Sao Paolo and now Beijing, with more to come.

Showroom Features
Interactive Lab Floor
By Ogilvy Digital Lab partner EyeClick
Turns an ordinary concrete floor into a rich digital experience that delivers gaming
and content based on movements. The EyeClick Interactive Lab Floor is used in retail
and promotional event environments.

Interactive Lab Window
By Ogilvy Digital Lab partner EyeClick
Gesture and touch-based navigation turns an ordinary glass window into a rich,
futuristic digital experience. The Interactive Lab Window is used in retail and
promotional event environments.

Digital Lab Table
Interact with a state-of-the-art, custom-built interactive table that delivers an
unforgettable digital experience by inviting visitors to interact with the content or
play games. The table can be used at retail stores, events or even at nightclubs.

Lab Mobile Wall
Experience the latest branded mobile applications, games and mobile websites. See
and feel how mobile helps to deliver an immersive, integrated and personal branded
experience to consumers on the go.

Interactive Taxi Screens
By Ogilvy Digital Lab partner TouchMedia
Thousands of taxis in China’s 1st tier cities are already equipped with interactive
screens by Lab partner TouchMedia. Being able to deliver personalized branded
gaming or branded content to affluent taxi commuters presents a great opportunity
for marketers. The Ogilvy Digital Lab showroom will feature the latest generation of
connected TouchMedia taxi screens to showcase the endless possibilities of this
innovative marketing solution.

Adobe Workstation
By Ogilvy Digital Lab partner Adobe
Showcases the latest Adobe marketing technology and educational content

DigiMarketing
The announcement of new additions to OgilvyOne’s digital lineup coincides with the launch of the Chinese version of DigiMarketing: The Essential Guide to New Media & Digital Marketing. This must-read book for marketers co-authored by Kent Wertime, President of OgilvyOne Asia and Ogilvy & Mather Japan, offers a comprehensive overview of the major digital channels being used today and includes explanations of key trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0 and consumer created content. The English version of the book was launched in the spring of last year.

About OgilvyOne Worldwide
OgilvyOne Worldwide is the strongest, most experienced and most highly awarded one-to-one marketing network in the world, with over 130 offices in 50 countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships. The roster of clients is equally balanced between global clients including American Express, Cisco, DHL, IBM, Lenovo, Nestlé, SAP and Unilever, and leading clients in our local markets. OgilvyOne Worldwide is a unit of The Ogilvy Group, which is part of WPP Group plc (NASDAQ: WPPGY), one of the world’s largest communications services groups.


4 Comments

  • 早一天(6月1日),CIC推出了IWOM Master口碑分析平台(http://tinyurl.com/mzj5ue),TechSino也宣布推出SinoReputation口碑监控系统(http://tinyurl.com/r3eg79)

    这块市场一下子竞争激烈起来

    [ 回复此评论 ]

    02Chan Reply:

    看谁家的包装更漂亮了~显然奥美在self-promo方面显得更加得心应手…

    [ 回复此评论 ]

  • yes3d says:

    英狮助力打造奥美数码实验室(北京)
    YES3D

    奥美互动是全球最大、专注于协助企业经营顾客关系、一对一行销的专业公司,奥美互动为客户提供全方位的直效、咨询和互动服务,从而创建可盈利的顾客关系。

    奥美数码实验室已经成为奥美互动的关键战略。继伦敦、纽约、新加坡、东京和圣保罗之后,奥美北京也拥有了数码实验室。

    英狮科技提供互动业界最新的应用技术协助奥美建立数码实验室,让北京的客户和未来的合作者能够亲身体验最新的品牌化产品应用、游戏、移动网站和数码创新成果。数码实验室的专用展示室也将用于演示、比稿和其他活动,并作为行业交流和创作中心。

    奥美数码实验室里面的互动橱窗(Yes-Window)、数码互动桌(Yes-Table)的技术应用由英狮科技提供。

    互动橱窗 (Yes-Window)
    将普通的一面玻璃演化成了一次数字体验。观众可以通过手势和触碰与玻璃橱窗进行互动,置身于未来技术的体验中。在商业运用中,互动橱窗可被应用于零售或会议活动环境中。

    数码互动桌(Yes-Table)
    通过邀请访问者与内容进行互动或玩游戏,定制的数码互动桌能为消费者带来难忘的数码体验。数码互动桌可以用于零售店、商业活动甚至娱乐场所。

    [ 回复此评论 ]

    02Chan Reply:

    谢谢你的回复, 能否把详细信息发到我的邮箱?
    digitaldesign.cn@gmail.com 谢谢!

    [ 回复此评论 ]

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