Pledge, Turn, Prestige - The Snowden Pitch
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Transcript: English(auto-generated)
00:19
Can you hear me? Excellent, there should be tone, there should be sound.
00:34
The following presentation is a work of fiction.
00:40
The names of individual people or company names are fictional and do not in any way represent any real people or companies past or present. The whole thing's been made up. It's a fiction, a story. Got it? So don't go crazy.
01:03
Sit down, relax, lean back and enjoy. About 2008, what actually happened in 2008.
01:22
In 2008, the price of oil hits $100 a barrel. Fidel Castro announces that he's going to retire. 80,000 people die in an earthquake in China. Michael Phelps wins eight gold medals at the Olympics.
01:44
The Large Hadron Collider does something with a proton beam in CERN and the world doesn't disappear in a black hole. Obama is elected as President of the United States of America
02:02
and the world spirals into financial crisis. What didn't happen in 2008 is what I'm about to show you now. What didn't happen in 2008 was that a man,
02:23
somebody called Marcus John Henry Brown, representing an advertising agency called the Black Operative Collective, was asked to present some ideas.
02:40
It was a pitch to four senior members of the NSA. They had a specific marketing problem and that's what I'm about to present to you now. So thank you very much for inviting us here today.
03:01
It's an absolute honor to present this to you. It's been a real challenge thinking about this for the last couple of months. Your brief was very, well actually it wasn't very detailed, but it was very, very challenging. Now I know that some of you know our organization, but I thought it might be worthwhile to share a little bit of information with you.
03:25
So we are a global network. We have 27 offices worldwide. I can't tell you where those offices are because that's classified.
03:43
We have core values. Our core values are dishonesty because there's nothing more creative than deception. Scalability, a deception within a deception. And hugeness.
04:00
The size of the lie matters. The bigger the lie, the more people will see it. The bigger the lie, the more people will think, hey, that's actually quite a good idea. So those are our core values, but if we were going to put ourselves into one sentence, if we were going to describe our agency and what we do into one very, very simple sentence,
04:25
it would be this. We want to control the hearts and minds of billions of people by putting dystopian thinking at the heart of communications. We want to reach out and touch millions and millions of people
04:41
and stroke them with dystopian storyscapes. What we actually do is strike fear into people. We scare people shitless for a living. We're a new kind of old agency.
05:02
We're a totally new kind of old agency and we've been totally new since 1956. You have, without doubt, seen at least one of our campaigns at some time. They are, of course, classified and I can't talk about them. The work we've been doing for the NSA in the last couple of years I'll highlight a little later on,
05:24
but needless to say, you have definitely seen at least one of our campaigns. We're decentralized. We are spread across these 27 offices which are classified and I can't tell you where they are. We are hierarchical. We do not believe in flat-level hierarchies.
05:43
They just simply do not work. They do not work at all. And what we do is clandestine marketing communications. We never say, we do work for this client. We never say, I am a creative director for this organization.
06:01
You will never see a press release in international marketing newspapers. We are not in campaign and in Germany we are not in wienfau. Our products. We have four products.
06:23
Dystopia Plus. Dystopia Plus is living in a five-minute future. We do not believe in science fiction. We believe in dystopia. We believe living in a future which is about five minutes away. It's a plausible science fiction. It's something that you could actually truly believe in.
06:43
Strategy. The art of the worked shoot. What we actually do is help clients create communications that appear that they are actually working against themselves. Technology. Something we are working on at the moment is visual data journalism. It's going to be a new thing in the next couple of years.
07:03
We are very, very, very, very excited about some of the projects we have been working with newspapers across Europe. And deception, the lie within a lie. And we do some good old-fashioned advertising as well. So it's quite cool. Our services are these.
07:21
So we do classic publishing. So we work on fiction, games, newspapers. We do advertising with payouts, strategy, whatever. But what we are particularly proud of, and this is a product that we are working on quite hard at the moment, is lobbying. We work with blogger outreach, of course. Conspiracy outreach, which is something that we are very, very proud of.
07:40
And whistleblower management. Whistleblower management we have been working on since around about 1973. Worked excellent in Washington during the 70s. And then, of course, we do the usual bespoke content and scheduling. You know, content plans and stuff. So it's basic standard kind of services.
08:05
That being said, let's have a look at the work we have been doing for you guys since around 2001. We have been working on these products. Mypedia. We started Mypedia in 2001. It's a managed source knowledge with about 115 million users a day.
08:25
MyPlaced is a place where we collect emotional trivia and stuff around music. That has about 110 million users at the moment. We started that in 2004. MyFace in 2003. MyFace in 2004, which at the present time has 120 million active users.
08:46
And something which we started two years ago. Thank you. Started two years ago, MyWit. Which is a platform for delivering short messages. It's kind of like hyper relevant opinionation.
09:03
These are working quite well. We're considering selling MyPlaced to a media property. And we're probably going to float MyFace and MyWit within the next, I don't know, 10 years. We've been working on something called Brancilin.
09:21
Brancilin is a highly specialized experimental hormone. It's not a drug, it's a hormone that we've been working on the last couple of months. Which makes users or potential customers highly susceptible to brand messaging. Like I said, it's very, very experimental.
09:43
And we've did a focus group and talked to one of the users of Brancilin. Let's see what he has to say. I was involved in the first wave of Brancilin tests.
10:08
That was a bit weird actually. Because I went crazy for sanitary towels and started binge buying a particular brand. Which was a bit strange because you know, I am a man.
10:28
But on the second stage of the Brancilin test series. I got really into a particular kind of energy drink.
10:41
And I'm actually planning to do an incredible stunt with that brand. I'm planning to go up in a really, really big balloon. Up into space and jump out of the balloon from space.
11:04
So, side effects, no, no. I'm completely normal. Yes, so as you can see, Brancilin is actually starting to kick in there. We're very, very keen to implement that across a number of test markets within the next couple of years.
11:25
So, that's what we've been doing for you. But let's have a look at the brief. This is what you gave us to work on. Leverage the internet in order to raise awareness for the NSA brand within the espionage community. And key global markets. Raise awareness for and increase sales of the NSA product range by $100 billion.
11:44
And destabilize the growing conspiracy theory community. Now, where we always start is with the target group. And we wanted to find out exactly what they thought about your company, your organization.
12:02
And in relationship to others. And if they know you at all. So, let's go back to the guy. Just saying. I don't think I've ever heard of him. No, not really. I mean, I know CIA are. Of course, there's MI6, there's James Bond, isn't it?
12:22
James Bond. FBI, X-Files. Very interesting show, that was. But the NSA? No. They're in them.
12:41
No. Although they're a TV show about time travel. What's interesting here is that he did actually remember the show Seven Days, which is an NSA program about time travel. What he was actually saying there confirmed the research that we've been doing for you guys.
13:02
CIA, FBI, very, very popular, very well known within the community. FBI, and it's because of the X-Files. MI6, massive James Bond thing going on there. Interestingly enough, the Mossad is very, very well known. But you, at the NSA, nobody really knows you at all, which is something that we need to address.
13:25
Now, you've asked us to have a look at your product range. We've picked out here Cottonmouth, Candygram, Trinity, and Rage Masters. You know, Cottonmouth is an excellent product, 50 units for a million a shot.
13:40
That's probably a little bit too steep with your current share of voice. And as you see, these are very, very competitive sales targets that you're aiming for here. But we're kind of confident that by the time we launch the campaign around 2013, 2014, we'll be able to position those 49 products perfectly,
14:02
so that you will be able to manage the $100 billion target by 2018. But of course, these people here, the people that have the most share of voice, are actually your potential customers and clients. And we need to figure out how we're going to get them interested in what you're doing.
14:26
So these are the key performance indicators. This is what you're after here. $100 billion sales, 82% rise in awareness, and 90% drop in conspiracy noise. But it's still missing something. It's missing that certain something, and this is what we call magic.
14:43
We need to find that magical thing for the NSA. So let's have a look at the strategy. We've been working quite heavily on the strategy piece. The strategy is deception through truth. As you may know, you've probably been working with the AIDA model over the last couple of years.
15:05
It's a cognitive marketing model. We really don't feel that that's going to rock your world on this one. We feel that you need a new kind of model to really touch the hearts and minds of your global markets. So the model that we've been working on for you, this is something that we've built,
15:23
is built around this insight, the insight, please deceive me. We've seen that most of your target audience really want to be deceived. So we've built the model around this, and the model is truth. It's a phase model.
15:41
It's, again, highly experimental, but we really do believe that this dystopian marketing model is exactly where you need to be going. Trauma, resistance, unity, trust, and hate. Trauma. A campaign or story so shocking that the audience is traumatized to such an extent that they find it impossible to disregard it as anything other than the truth.
16:03
It's the five minutes in the future. Resistance. This is reverse brand love we're working with here. The campaign or story motivates multi-massive user resistance to a perceived antagonist. You.
16:22
Individuals become a herd, and the herd organizes itself into a unified voice of anger and opposition. Them. Unity. The herd congregates around a central theme, organizational protagonist, that is orchestrated by the campaign. The belief becomes church-like, the momentum exquisite.
16:43
The audience united behind one single belief, the hero of the story. And trust. The core and supplementary audiences shift into a trust phase where they believe that their actions, their demands, and their thinking are being accepted, and that real change can be achieved.
17:05
Yes, we can. Hate. In this, the call to action phase, the audience accepts that they have been deceived by the truth, and that we leverage their anger into a conversion, the customer journey.
17:22
So that's the model that we've been working on for you. And we believe that anger is an energy, legislation is lethargy. And we believe that if we implement this in the proper way, we can really start touching those target groups that we believe you should be thinking about.
17:41
You've asked us, again, to think about the conspiracy community. They're also your target group, in our opinion. And we've split them into three very clear target groups within that group. The peak oilers, these are people that believe that oil is going to run out tomorrow and we need to buy seeds.
18:02
Sapruders, these are people who spend most of their time trying to work out who shot John F. Kennedy. And the tinfoilers are the people who wear tinfoil on their head because they think that you are listening to them. So these are the people that you really, really need to be talking to. And you really, really need to leverage Germany.
18:22
Because if you leverage Germany, the rest will follow. So what we have here is deception colliding with truth. And at the intersection of deception and truth, you have an opportunity.
18:40
And we'd like to put something in that opportunity. What we'd like to put in that opportunity is a protagonist, the hero of this story. The protagonist is a blank canvas that we can paint masses of pictures with at any given time.
19:01
And what we've done is we've put this protagonist into a campaign. And we'd like to call this campaign, and we're very, very excited about this campaign. We really want to do this campaign for you. We're calling this campaign an everyday Mr. Bond.
19:22
He's not a muscly guy. He's got no six-pack. When he gets out of the water, when he gets out of the ocean, when he's gone swimming, nobody turns around and looks at him. He's not getting out of the Barbados ocean. He's getting out of a bathtub, and he'll probably slip up on a bar of slump.
19:42
He's a shy, quiet, nice kind of guy. A coffee-grinding kind of guy. He's a thoughtful kind of guy. He doesn't have an Aston Martin. He has a bike with a basket and a dynamo.
20:04
He's a very articulate kind of guy, though. He's very good at talking. He taught for hours. But he's not super clever. He's just articulate.
20:22
And he's a visionary kind of patriot. He's got a completely different idea of what patriotism could be. It's somewhere between truth and deception. So this is kind of like the setup of the emotional touch points around this protagonist that we're proposing to set up for you guys.
20:46
So setting him up, to use your own language, your own terminology, the legend of our protagonist. We're introducing you today to Mr. Stephen Winterstone. Stephen Winterstone has stumbled upon a wide-scale surveillance program devised by the NSA,
21:04
and has decided to take on his own government and NSA in a bid to fight for freedom and American way of life. Hunted by secret agents, Stephen reaches out to journalists and the internet community for help. Will he win his battle? So that's just a very, very simple kind of story, synopsis, that we'd like to work with Stephen here.
21:23
Stephen's just a working title. We can call him anything. So what we'd like to do here is we'd like to do something very, very simple that we've used before with other organizations. I'm not at liberty to tell you which ones, but we'd like to work with an Oswald model.
21:44
This worked very, very well for Lee Harvey Oswald, and we believe it could work perfectly for Stephen here. He's got divorced parents, had a difficult education, went to foreign shores, that kind of stuff. So we're giving people, the audience, your customers, stuff to dig into, stuff to discover,
22:06
stuff to write about, think about, talk about, get really into the story of Stephen Winterstone. So in the product, to use your own terminology again, we're going to split into pledge, turn, and prestige,
22:21
which is a magic theory that I'll go into a little bit later, but that's kind of how we want to build this for you. There's a lot of emotional stuff that's going to go on with Stephen here. We're moving between hate, moving between love, a traitor, a patriot.
22:42
So we're playing with all of those things we talked about earlier. So what we're going to do is we're going to take Stephen as a protagonist, and we're going to pack him into these phases. And these phases will form the part of the campaign that we're proposing to do for you guys.
23:03
The phases of the pledge, turn, and prestige. These come from magic. Very, very simple idea, the pledge. I am going to make this disappear. So I'm going to tell you that this is going to happen. The turn. The turn is when I say, come really, really close and watch this.
23:22
So you're watching really, really closely, and I make it disappear. And you spend all of your time wondering about how I made it disappear. You're that close, you can't really see what's going on somewhere else. And then the prestige. Prestige is when I make it either appear again, or the bigger story becomes apparent.
23:42
Maybe how I did it. And this is how we wish to do the campaign, the pledge. I will make it disappear. Setting up the story. So we're going to say, this is a very, very quiet phase. Not a lot of people are going to get to see this happen.
24:02
Come closer, I'm going to make something disappear. So we're going to set up a particular level of interest in a very, very small niche part of your potential customer base. The next piece is what we call the honey trap. Now the honey trap is, Stephen will only talk to a very, very select group of people.
24:26
He will only talk to the Wall Street Journal, to Spiegel, and to The Guardian. Why? Because we've installed visual journalist agents within those organizations. They're sitting there waiting for masses of data to do pretty pictures with.
24:44
We're also going to leverage, this is something that we're very, very keen to do. Leverage a working relationship that we have with a classified whistle blowing platform. Which you probably already know about, because it's a signed CIA finance whistle blowing platform, WikiLeaks.
25:06
So that's what we're going to do. We're going to get people involved, a very, very small, niche kind of group of people involved, to start to work on this story. Do really, really good stuff with it. So the turn, my God, he really did this stuff.
25:21
It's the limited hangout operation. The revelation of the protagonist. So this is, again, we're working a little bit with stuff, this is kind of like literature, kind of like theory stuff here, monomyth, nonsense. The revelation of the protagonist. Here I am, look what I have made.
25:42
So he reveals himself to the audience, and the audience denies him and says, no, that can't possibly be true. And then we come with the product. So what does he really give to these people? What is he selling to the people? Now, we're very, very, we're massive fans within the organization of progressive rock.
26:05
We're also really, really interested in a particular British band called Pink Floyd, I don't know if you know them. And we're massive fans of an album called The Dark Side of the Moon. And what we're using here is, for this entire program, is a working title, Dizm.
26:26
Dark Side of the Moon. Dizm. And this is what we would like, Stephen, to sell to these organizations, to talk about. This is the global holistic idea for this campaign, is Dizm.
26:42
Now, how a normal, how the audience normally perceives your work is like this. We believe that there's a peak, there's like the tip of the iceberg. That's what we believe. And that's known information.
27:01
But we kind of know that underneath the surface of the water there's known unknown information. We know that something's going on. Now, what your normal standard everyday limited hangout model does is to reveal that that level of known unknown information is mostly true.
27:26
But the information that you're giving away doesn't really harm you. You say things like, the NSA watches me. They've been tracking everything I do. Well, quelle surprise, that's a known unknown information.
27:46
But with every single limited hangout model that you implement, there comes another level of unknown and non-existent information with it. So, what we're proposing to do here is to capitalize on that.
28:04
That's a market, I'm struggling for an English word to cover up for a German one. That's revenue potential right there. This is what the protagonist can tap into. He can start selling this stuff as stuff you wouldn't believe we've been up to.
28:25
It's so fantastic. It's so amazing. This is the kind of stuff we always, kind of, we never even believed that you were capable of doing this stuff. So, we'd like to kind of put, pack the turn into these phases.
28:42
The introduction of dismal as an idea, the idea that we watch governments, not really that surprising. The idea that we are watching you, that might upset the people, that might upset the individual, but that doesn't really upset their governments. We watch heads of state, now people are starting to get a little bit interested in this story.
29:04
And then in phase five, we start introducing the products that we have that can do this stuff. So, we start positioning your catalog, your back catalog of excellent products. And I'd really like to point this out right now, if you're not doing any of this stuff, you really should start doing it.
29:23
So, what we do in this, what we've done here is we've opened up the entire story. We've opened up your entire product palette, you as a brand, to a much larger audience. So, we're not only talking about the, talking to the peak oiler, Zapruder's tin foilers anymore, we're talking to the coffee drinkers.
29:42
These are the site reader, guardian reader. We're talking to pirates. So, I'm not sure if you know about this, but a couple of years ago, there's a new party that's popped up, it's all about internet and stuff. Not really sure about the other stuff that they talk about, but they do talk about the internet a lot.
30:02
And of course, we're talking to bloggers. As well as the espionage procurement community. We, through this, we completely shut down, as you requested, the conspiracy theory community. Because at this time, none of these people would want to admit that the guy with the tin foil on his hat was right.
30:27
So, they're gone. And you've positioned all of those products, all of those products, cottonmouth, trinity, bulldozer, candy, I've really got to give it to the guy who comes up with names for your products,
30:41
because they are absolutely epic. To the espionage community. To the guy who buys the stuff. So, the CIA knows that you're doing this stuff. And it has a price. And they can call you up and say, can I have 50 units of cottonmouth?
31:02
And you can say, yes, that's a million dollars, please. And they say, okay, thank you very much, I'll buy that. The flight of the person. Now, we've really got to get him out now. So, he's kind of under pressure. We can move him around a bit, maybe kind of like Asia and stuff.
31:22
Put him in a safe country like, I don't know, Cuba. So that the media as a whole start getting very, very interested in this guy. Now, what we'd like to do, I'm not sure if you're capable of doing this, but what we'd like to do is to introduce peaks of information. We don't want this kind of stuff coming out in one big blump,
31:41
because we think it will just disappear or go under in all the noise. So, we'd like to link it into other bits of news, if there's nothing going on. Here, let's introduce dismal. Let's say we've been listening in to whoever, yeah, at Germany. And all the time, we'll have the protagonist saying,
32:03
we haven't seen anything yet. So, he'll be teasing the audience all of the time and getting them really, really excited about what's going to happen next. This is basically the entire campaign set up here. We'd like to support the entire campaign with Brandcelin.
32:25
Thank you. So, channel strategy here. A little bit of television, mostly print, their online stuff is very, very important. Dark web, WikiLeaks, My Face, My Wit.
32:42
It's going to push all of those things out into a wider audience. And then we get to a very, very interesting bit here, the embodiment of the protagonist. We're going to make this physical man into a screen. He's going to start saying, I'm afraid I can't be with you today.
33:03
He'll start being asked to talk at events. And of course, he won't be able to turn up in person because the perception is he'll be arrested. And he'll become the telematic whistleblower.
33:22
The final disappearance of the protagonist, I am nothing but data. We're going to make him, at the end of the campaign, completely disappear. He will become an enigma. So, those are the first two phases of the campaign. And then we get to the prestige.
33:41
Make it reappear in an unexpected place. Now, we'd like to come back here to the three columns of our core values of our agency. Dishonesty, scalability, and more importantly, hugeness.
34:00
It's the size of the lie that we believe matters. And the lie within the lie is the most scalable idea that you could ever have. In the turn phase, we make the lie so big that it completely engulfs all of the consumers,
34:22
all of your target groups, everybody. It's so large, we're really this close. We're trying to find out how this thing is going to disappear, how this piece of magic is going to happen. And we're talking stuff about privacy and sovereignty and neutrality and stuff, so we're kind of generating all of this buzz around those things,
34:42
but really, really close up to this particular lie. But it's a lie within a lie. The bigger lie is that we can make everything and anything disappear. We have absolute control of everything, with all of the stories and all of the technology
35:02
that you have to offer. We are nothing but data. This is basically what we're saying. So by 2018, you've turned the perception of everything into data. People are data, governments are data,
35:23
money is data, travel is data. In a world where everything is data, you can make planes disappear, completely off the face of the earth. And everybody will wonder, well, how did you manage that?
35:40
How is it possible to put a man in a balloon to go up into space and he jumps out of it? Well, that's because of Branson. But how can you make a plane disappear? You can make economies disappear. You can make governments disappear.
36:01
And because you've sold the tech to your competitors and customers such as the CIA, the FBI, Mossad, BND, MI6, all your clients can make everything disappear too.
36:22
So you have a Cold War renaissance, which is an added value. So, a roll-out plan. How do we want to make this happen? Well, we're going to build it on the truth model,
36:40
which is kind of in flux. These are very, very rough timings that we're working on here. So we'd start with a pledge around 2013. We'd go to the turn in around about 2014, and we'd think that we'd like to go to round about the start of 2016 with that to trust. And then around the end of 2016, moving onwards,
37:02
we really want to go to the hate phase. We would dearly love to start making things disappear around about the middle of 2016, if that's okay with you. Like I said, we're very, very keen to do this for you. We've put a hell of a lot of work into this. We really, really want to start writing these stories.
37:23
We've started, and we'd be absolutely delighted to do this for you guys. The time has come to spiral down the magical rabbit hole and discover a brave new world, a digital world,
37:41
a world of connections where millions of people can communicate and share ideas and send emails and like things and share things and buy things and talk to each other and go places and all down your cables,
38:01
your mainframes and your code, to discover who is a friend and who is a foe and make business in markets around the world so that you know exactly what's going on and it's awesome and you make money and you control people.
38:24
Oh, come with us now, share the vision and make peace for us all. Thank you very much.
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