About Qi

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About Qi

• Okura, DRRB, May 22, 2008

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Agenda

• About Qi
• Integrated cooperation with other agencies
• The future of Qi

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1. About QI

• Most succesfull interactive Dutch agency
• Founded in 1997
• Income 3 mio
• 35 FTE
• Clients Heineken, Philips, SNS Bank, Amstel,
  KPN, Beiersdorf, Seat, Volkskrant, Bol.com,
  Bacardi
• Numerous recommendations and prizes
• Part of Conclusion (www.conclusion.nl)

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About Sebastiaan

• Sebastiaan van Rijnsoever, managing director
• Case, Grey, NormadBlend, .bone, Sara Lee, Qi
• Activiteiten VEA, SIRE, Jurering Esprix, DIT,
  SPIN, Amma, teaching for VEA account concept
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• Maried, 3 kids
• Love sailing

Bureaupresentatie Qi 3 maart 2008
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QI NETWERK

• Qi Units
• Secret Agency (seeding, strategic media-advice)
• Qi Marketing Intelligence i.o (eLoyaly, eCRM,
  analysis)
• Basket Builders (technology provider)
• Strategische allianties
• DCVF (intergrated action marketing)
• iDTV (cross mediale entertainment formats)

Bureaupresentatie Qi 3 maart 2008
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VISION

• The unreachable consumer is become more
  unreachable.
• Brands are faces with the challenge the touch
  consumers and try and build 1-on-1 relationships.
• Interactive media are standing more than ever
  at the point of becoming a dominant channel

Bureaupresentatie Qi 3 maart 2008
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MISSION

• We find the way to the consument, for our brands
• In a cloud of media and messages, we are able to
  reach and touch consumers through work that
  really talks
• We can claim time form consumers for the stories
  of brands
• Through entertaining, interactive concepts and
  formats
• We are TIME BANDITS

Bureaupresentatie Qi 3 maart 2008
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• We make work that people talk write about!

Brand
Context
Content
Concept
Bureaupresentatie Qi 3 maart 2008
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CONSEQUENCES

• Knowing people
• What makes them tick?
• Insight and understanding.
• Reaching people (close corporation with media
  agency)
• Which channels and platforms are important?
• What is the right strategy?
• What content, in which context?
• Touching people
• Outstanding and surprising work.
• Relevant messages that connect to the world of
  consumers.

Bureaupresentatie Qi 3 maart 2008
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How?
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Servicing our clients
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We make work that people talk about
We believe that successful brands are attractive
brands
We help brands being attractive
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Project approach
Live phase
Concept phase
Definition phase
Realization phase
Strategy phase
Kick off
Kick off
Kick off
Interaction design 80
Team client review
Interaction design 1.0
Technical monitoring
Team review
Design production (flash all screens)
Briefing
Concept development
Concept presentation
Qi test
KPI 80
KPI 1.0
Bug solving
BD Research strategy
Frontend Flash HTML
Drafts
Alterations
Design Key visuals
Client test
Design def
Backend production
Targets
Analyses fine-tuning
Copy concept
Site live
Copy 80
Copy 1.0
Database test
Live staging testing
Technical research
Break- down
Budget phase
Creative debrief
Stats reports
Technical Design 1.0
Research
Technical design 80
Promotion plan 80
Implementation Promotion plan
Promotion
SEO
Promotion plan1.0
(NO) GO
(NO) GO
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Project Management
Project management
Project management
Project management
Project management
Optional activities
Secret Agency
Online advertising
Production company
Script writing
Concept test
Shoot
Spot edit
Retouche
Secret Agency
CMS / maintenance Documentation
benchmark
Media partners
Content in CMS
Style guide
Usability test
Moderation
quick scan
Asset list
Management present.
Follow-up
Editorial Content maintenance
Mgt. present.
Management technical third party
Mgt. present.
Prototype test
Management present.
Production content
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3. BEST CASE QI - HEINEKEN.NL

• Heineken is het meest innovatieve en
  vooruitstrevende biermerk van Nederland, en heeft
  ook online- een reputatie hoog te houden
• Opdracht
• Onderstreep de leidende positie van Heineken op
  het Internet Only Heineken can do this
• Creëer een Heineken platform dat flexibel is om
  ieder campagne-idee te ondersteunen en in te
  vullen
• Strategie
• Entertainment pull Heineken zorgt voor
  aantrekkelijke content die autonoom voor
  bezoekers zorgt
• Vernieuwend Heineken gebruikt hiervoor telkens
  weer nieuwe internettechnologieën en (virale)
  strategieën
• Concept
• The Morphing website iedere 6 tot 8 weken
  vernieuwt Heineken.NL zichzelf

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7. SAMENWERKING MET OVERIGE BUREAUS

• Qi is onafhankelijk bureau (niet onderdeel van
  een grote internationale bureauketen).
• Kan daarom met alle bureaus samenwerken.
• Maar kan ook prima autonoom werken.
• Op dit moment onder meer structurele samenwerking
  met TBWA, Only, De Combinatie van Factoren,
  Kobalt.
• Samenwerking vanaf de start (concept strategie)
  met alle partijen is de basis voor het beste
  resultaat.
• Vervolgens regelmatig crossbureau statusoverleg
  (structureel tussen vaste partners en incidenteel
  per campagne).
• Kwaliteit van inhoudelijke regie bij klant is
  cruciaal voor succes samenwerking.

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Focus lead agency
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Focus Qi
online as connector
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Synergy