Registration

	Advertising spot conception & viral marketing
	28 & 29 January 2010 at the ORF in Vienna Back to the start. The story is the script embodying the promises of the client. Spots, trailers, virals and branded contents on the Internet tell stories and awaken the target groups' interests. They speak to the viewers'/users' needs and lead them in the most suspenseful way to the key promise and to the solution. Good stories attract attention, arouse interest, entertain and seduce. Where's the beef? The two-day training illustrates the effectiveness of stories in advertising spots and how they are evaluated and developed. Second by second, the variety of dramaturgic possibilities is revealed. The resulting essence forms the basis of this training. In addition to classic advertising spots for TV and cinema, the particularities and strategies of viral films and branded content will be illustrated. Play!Successful campaigns will be illustrated and their conceptual structures will be analysed by means of examples. The participants' dramaturgic potential will be broadened and their power of judgement will be sharpened. Practical writing and creative exercises will liven up the programme and concentration on effective ideas will be encouraged. This event organised by Eyes & Ears of Europe and the ORF in Vienna is aimed primarily at employees of media and communication companies, (post) production firms, design studios, consultancies, marketing, advertising and dialogue agencies who want to learn more about advertising spot conception and viral marketing. Students and trainees are also very welcome. Please note that the number of participants is limited to a maximum number of 16. The presentations will be held in German. Registration deadline: 22 January 2010 Any questions? Just give us a call: +49 (221) 60 60 57 10

	Speaker
		Dr. phil. Albert Heiser
		studierte Wirtschafts- und Gesellschaftskommunikation an der Universität der Künste Berlin. Er arbeitete als Texter und Kreativdirektor bei Ogilvy & Mather, Saatchi & Saatchi und Dorland/Grey. Im Jahr 2001 erschien sein erstes Buch über Werbefilme ‚Bleiben Sie dran - Die Konzeption, Produktion und Rezeption von Werbefilmen‘. Im Februar 2004 kam das Buch ‚Nachhaltigkeit in 50 Sekunden‘ zum Thema Social Spots auf den Markt und im Herbst 2004 erschien ‚Das Drehbuch zum Drehbuch, Erzählstrategien im Werbespot und –film‘. Albert Heiser ist Gründer des Creative Game Instituts, wo er als Trainer und Gestalter arbeitet.

28 January 2010

Programme

			Time			Topic			Speaker
			11.30			Welcome			Gustav Lohrmann Wout Nierhoff
			11.45			Introduction of the participants
			12.00			Yesterday's evening programme. A commercial break What do we remember? The designers' creative programme Introduction to storytelling Story skills for good spots
			13.00			Lunch break
			14.00			Descriptive narrative Story elements & dramaturgy of the short form Good & better spots & trailers
			15.30			Break
			16.00			Creative techniques: Creative game "Visual Synectics
			17.45			Break
			18.15			Creative techniques: Dramaturgic models
			19.15			Discussion & summary
			19.30			End of the first day

29 January 2010

Programme

			Time			Topic			Speaker
			08.45			Get together
			9.00			Campaign structures Campaign conception & structure for TV/Cinema/Internet/Mobile/POS
			10.30			Break
			11.00			Strategies of viral films on the Internet Distribution channels for messages in Web 2.0
			12.45			Lunch break
			13.45			Design & evaluation criteria for the effectiveness of viral films
			15.15			Break
			15.45			Conception of viral advertising campaigns & branded content Further development & cross-medial campaign measures on the Internet
			16.30			Summary & evaluation
			17.00			End of the event

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