Registration

	Advertising spot conception & viral marketing
	03 & 04 July 2008 at DW-TV in Berlin 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 problems 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! During the workshop, successful campaigns and their conceptual structures will be analysed and illustrated 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 DW-TV in Berlin 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: 27 June 2008 Any questions? Just give us a call: +49 (221) 60 60 57 10

	Instructor
		Dr. phil. Albert Heiser
		studied economic and social communication at the Berlin University of Arts. He worked as copywriter and creative director at Ogilvy & Mather, Saatchi & Saatchi and Dorland/Grey. His first book on the subject of advertising spots, 'Bleiben Sie dran - Die Konzeption, Produktion und Rezeption von Werbefilmen,' was published in 2001. In February 2004, his book on the subject of social spots, 'Nachhaltigkeit in 50 Sekunden,' appeared on the market and was followed by 'Das Drehbuch zum Drehbuch, Erzählstrategien im Werbespot und -film‘ in autumn 2004. Albert Heiser is founder of the Creative Game Institute, where he works as an instructor and designer.

03 July 2008

Programme

			Time			Topic			Speaker
			10.30			Welcome			Claus Grimm Wout Nierhoff
			10.45			Introduction of the participants
			11.00			Yesterday's evening programme. A commercial break What do we remember? The designers' creative programme Introduction to storytelling Story skills for good spots
			12.00			Lunch break
			13.00			Descriptive narrative Story elements & dramaturgy of the short form Good & better spots & trailers
			14.30			Break
			15.00			Creative techniques: Creative game "Visual Synectics
			16.45			Break
			17.15			Creative techniques: Dramaturgic models
			18.15			Discussion & summary
			18.30			End of the first day

04 July 2008

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

	Programme
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