humanising technology - Creativebrief

HUMANISING TECHNOLOGY Issue 16 | October 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

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TO GET YOU THINKING

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Save time and eliminate choice: Hellmann’s use iBeacons to offer dinner inspiration and Momondo turn travel into an impulse purchase.

BITE ISSUE 16 | © CREATIVEBRIEF | OCTOBER 2015

What community will you build? The Moxy brand evolves with its guests and Grey Goose design an NFC enabled key to Le Club.

Make it memorable: Google+ connects fans to the music and Lotus challenge an ultra-competitive audience.

Fuel your imagination: A display that recreates tomorrow’s weather forecast inside a tiny box and a mist sculpture that suspends visitors.

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SAVE TIME AND ELIMINATE CHOICE


Brands aiding the decision making process By Kara Melchers Watson never forgets details or blurs the facts. Watson can think faster and work longer. Watson is not human. Watson is a cognitive system built by IBM to mirror the human decision-making process: Observe, interpret, evaluate and decide. The technology analyses structured data alongside information produced by humans for humans, like Tweets. For brands it can overlap complex variables like consumer trends, demographics and seasonality, to find new patterns and help anticipate the needs of their customers. Anticipatory Design is a term coined by agency Huge’s CEO Aaron Shapiro. He describes this as the “creation of products, services, and experiences that eliminate the needless choices from our lives and make ones on our behalf, freeing us up for the ones we really care about”. He cites Amazon Recommends and Netflix Top Picks as the beginning stages, brands that suggest products based on previous purchase habits. Smart products have already started to learn and adapt to our behaviour. Nest is continually growing the list of brands able to connect through their software. Products include lights, appliances, fitness bands and even cars. They can all learn from one another and work together in the most efficient way for the homeowner. It starts to get really exciting when we apply the same principles of behavioural learning on a global scale, the whole world can become more efficient and produce less waste. There is a fundamental role here for companies like Facebook, who over the past 10 years have been gathering personal data from more than one billion people around the world. Combined with developments in new cognitive technology, they have the information to revolutionise entire industries. Read on for examples…


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HELLMANN’S USE IBEACONS TO OFFER DINNER INSPIRATION Following on from the success of Recipie Receipt Hellmann’s wanted to continue to inspire their customers with useful dinner time ideas at the point of purchase. They knew that at around 4:00 pm, 48% of people in the US often turned to the supermarket for inspiration. The brand wanted to reach consumers in the aisles as they were looking for ideas and provide them with simple, delicious and seasonally appropriate recipes from a trusted source. The campaign leveraged iBeacon technology, enabling Hellmann’s to push targeted dinner recipies through the Epicurious food app. Engagement with the in-store campaign broke typical brand benchmarks, with click-through rates over 25 times higher than normal. In conjunction with other marketing activities, Hellmann’s was able to raise awareness of its product as a versatile ingredient by 5%. The brand increased its dollar share by nearly a full percentage point in a $2 billion industry.

25x

higher click-through rates

5%

increase in product awareness

Agency: Mindshare US


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THE NATIONAL TRUST ALERT US TO HIDDEN CITY GEMS As part of their member retention strategy The National Trust developed an app that aims to show members there’s always something new to discover. The app delivers inspirational content that helps users plan their trip. A key feature is the geofencing, which welcomes users to National Trust destinations as they arrive, prompting them to switch to a ‘visit’ mode that helps them to make the most of their day. The same technology can also alert users of National Trust buildings as they explore a city, encouraging them to discover new attractions and gain a deeper insight into the history. Agency: DigitasLBi

MOMONDO TURN TRAVEL INTO AN IMPULSE PURCHASE Drooling over a Pinterest post of street food in Singapore – double click – Go! Momondo, a Danish flight search engine, saw a chance to change the way the whole category works and make flight search more spontaneous. ClickTwo Travel is a browser extension that allows all internet users to find a flight just by double clicking on a place name or trigger word anywhere on a webpage. Reading about romance – double click – Go to Paris! Agency: McCann London

HUGE CAFÉ ANTICIPATES YOUR COFFEE NEEDS In September agency Huge opened its own public coffee shop in Atlanta. Part retail business, part test lab for future retail experiences, Huge Café is a public facing extension of the agency brand. Customers can place an order through an app, staff get a vibration on their wrist, they’ll see the person’s face and the order. Technology leverages their proximity so the coffee is perfect right as they walk in the door. The goal is to anticipate people’s needs and wants, so the coffee shop can prompt rather than the customer opening up the application. Agency: Huge Atlanta


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WHAT COMMUNITY WILL YOU BUILD?


How brands are helping us to stay connected By Kara Melchers The human desire for connection is one of the biggest drivers of innovation. From the meteoric rise of Facebook and Airbnb, to the dedicated collaborative work spaces within ACE Hotel, brands are fervently creating new ways to bring people together. In May this year Net-a-Porter launched their own fashion social network. A targeted community of designers and fashion lovers, The Net Set is the world’s first luxury ‘shoppable’ mobile social network, where fashionable digital women all over the world can connect and enjoy a unique social shopping experience across all devices. To enable this accelerated desire for connection our devices are becoming more sophisticated. This month Chinese firm Huawei and Japanese telecoms giant NTT DOCOMO conducted the world’s first large-scale field trial of 5G mobile broadband technology. At 1,000 times the capacity of 4G there will be more space for everyone to access this advanced network, 100 times faster. On top of this universities and tech companies are joining forces to overcome the limitations of standard lithiumion batteries, to develop new products that will charge quicker and last infinitely longer. The implications of these two technologies combined is massive. From mobile devices, to wearable tech, electric cars to the internet of things, this technology will allow us to be more connected more of the time. The combination of new mobile technology and the human desire for connection is driving brands to look closely at their customers and spawn new communities. By developing new ways to nurture customer passions, brands like Net-a-Porter are creating platforms with the customer at the heart. On and offline spaces that encourage peer-to-peer collaboration first and foremost, but still keeping the brand a relevant part of the conversation. Read on for examples… BITE ISSUE 16 | © CREATIVEBRIEF | OCTOBER 2015

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MOXY HOTELS BRAND EVOLVES WITH ITS GUESTS Moxy Hotels believes ‘Hotels are about people and their stories, not about empty spaces,’ which is why the Guestbook has become the hotel’s new visual identity. Through collecting and curating the stories of their guests, the Moxy brand evolves along with them. Moxy Hotels wanted their identity to appeal to a young, creative audience, so they gave guests the tools for self-expression and allowed them to make themselves part of the brand story. Each hotel is set up for guests to take their picture and contribute their creativity to the brand. The stories are posted to video walls in Moxy Hotels all over the world, creating a far reaching sense of community. To grow the community further the Moxy reached out to well-known Instagrammers, inviting them to take-over the #attheMoxy and introduce the Moxy Hotels brand to their own followers. The latest collaboration is with YouTube talent Taryn Southern, who will host the new web series ‘Do Not Disturb’, from a portable Moxy room. Produced by Marriott’s Content Studio, the show consists of a series of interviews that take place in the hotel bedrooms.

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Moxy Hotels to open in 2016

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episode web series starts September

Agency: Like Friends


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GREY GOOSE DESIGN AN NFC ENABLED KEY TO LE CLUB As a true leader in luxury Grey Goose needed to go beyond what was in the bottle and firmly establish themselves as a premium lifestyle brand. They introduced Le Club Goose, an exclusive, luxury member’s club that unlocks extraordinary experiences across the globe. The brand identified key influencers from Courchevel to Coachella and gave them a piece of connected jewellery, their key to the club. The solid silver NFC enabled goose stores personal data, including their own specially designed cocktail and could be used as an entry pass for exclusive Grey Goose events. Agency: Mr President

FOOT LOCKER’S ULTIMATE ‘SNEAKERHEAD’ COMMUNITY Foot Locker wanted to re-engage sneaker fans and re-establish the brand’s global credentials as the world’s largest sports retailer. Insight showed their customers are sneaker obsessed, yet there was no online space where these “sneakerheads” could get information and chat about sneakers. Foot Locker saw an opportunity to meet this need. Sneakerpedia is the world’s first visual wiki, and it’s the world’s largest sneaker archiving project. A community space where fans can connect, share, discuss, follow and shape sneaker trends. Agency: Sapient Nitro

ABSOLUT LABS SELECTS THE NIGHTLIFE 100 The Nightlife 100 is a community of 100 of the most progressive and innovative people in nightlife across the US—ranging from DJs and promoters, photographers and performers, to those who are simply in the know. A part of Absolut Labs, a platform that exists to encourage new ways of thinking, the Nightlife 100 help to develop new products and experiences that shape the future of nightlife and inspire people to create richer social connections. Positioned at the intersection of technology, music and art, Absolut Labs marries artists and creators from different disciplines. Agency: Forever Beta NYC


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MAKE IT MEMORABLE

MAKE IT MEMORABLE

Driving trial through meaningful customer experiences By Kara Melchers We don’t use the brands we like, we like the brands we use. There’s nothing like a good addiction to ensure brand loyalty. Or an empty wallet when it comes to Uber. Brands will go to great lengths to get customers to trial their products and services in an attempt to get them hooked. Driving trial must be more than simply handing out free samples. This summer Nivea took to the beaches of Brazil to demonstrate the harmful effects of sun on the skin. Children were asked to prevent UV-sensitive dolls from getting sunburnt by applying Nivea sun lotion. This brought to life their core brand value, that ‘protecting and caring is something we learn from an early age’, and created a more visceral connection between the brand and customer. A successful product trial means creating a memorable experience. Who hasn’t wanted to inhabit a cloud of gin and tonic? Or taste fireworks? Flavour based experience designers Bompass & Parr have made both of these possible. For the past three years Peroni have been immersing trendsetting urbanites in their refined Italian lifestyle through House of Peroni, a curated experience that introduces visitors to real Italian food, art, music and film. Regardless of scale, creating an experience that reflects your brand values and drives trial means not only getting your product into the hand of the customer, but doing it in a way that creates an emotional and memorable connection. Read on for examples…


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MAKE IT MEMORABLE

GOOGLE+ CONNECTS FANS TO THE MUSIC The closing party of the Asia Pacific International Music Summit meant that the biggest names in electronic music would be together under one roof. Google saw an opportunity to drive fans to their platforms, create ongoing conversation around music, and prove that they were truly connected with the industry. They developed the idea of ‘Closer.’ Using state of the art wearable technology integrated with the Google+ network, they worked with real-time biometric data to remove the barrier between audience and artist. The data fuelled an interactive experience including responsive visuals, leaderboards, danceoffs and shout-outs to dancers with the most energy. Six cameras streamed the experience live via Google+ Hangouts and YouTube. Post-event, individuals’ captured data was sent directly from Paul Oakenfold to their Google+ accounts. The experience was an immersive reflection of Google+ power to connect. Agency: Jack Morton

3m

people connected through social channels


13%

increase in followers to the DJ’s Google+ account

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MAKE IT MEMORABLE

L’OREAL PARIS IS A MAKE-UP GENIUS L’Oreal has developed the first app that enables customers to try on makeup using nothing but their phone. Make-Up Genius uses AR technology to scan the face and allows users to select from a huge range of L’Oreal cosmetics. Once you like what you see it’s possible for users to save their look, share it with friends or purchase directly. Make-Up Genius takes the hassle out of the instore experience, allowing customers to scan products and try them on virtually. Agency: McCann Paris

LOTUS CHALLENGE AN ULTRA-COMPETITIVE AUDIENCE Lotus wanted to drive trial of the new Lotus Evora 400, the fastest, lightest, most agile Lotus ever. For an audience that can afford the best, it’s hard to make something truly desirable, unless you tell them they can’t have it. #ITSNOTFORYOU was a campaign created in partnership with Bloomberg. An in-banner game challenged the audience’s agility and only successful scores were allowed a deeper Lotus experience, including pre-launch test drives and exclusive content. Competition was fuelled by social media. Agency: Stack

DANIO’S HUNGER CRY TO THE MALE MARKET Yogurt marketing is typified by femininity and indulgence. Men feel alienated, even though they represent up to 40% of yogurt consumers. “Hunger Cry” is Danio’s (literal) shout-out to this new digital-first male market. The campaign lives across all digital platforms in the form of snackable content and targets moments of the day and territories unoccupied by competitor brands. An innovative vending machine that dispenses yogurt in exchange for Hunger Cries brings the campaign to life on the street in a memorable way. Agency: Naked


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ART

SCULPTURE

Italian artist Stefania Fersini’s oil paintings begin with ripping the pages from glossy magazines. The images are recreated to appear life-size and confront the viewer and their desire to see themselves mirrored on the pages. http://bit.ly/208jXUi

FASHION

Brussels-based Ann Veronica Janssens fills the Wellcome Collection with her mist sculpture, a dense multicoloured fog that’s lit from above and gives the illusion of slowing down time and suspending visitors. http://bit.ly/1KBfVcK

Nike Unveils Air Max 90 Collection Inspired by popular desserts ranging from Eton Mess for London, all the way through to Harajuku Crepe for Tokyo. Supported by the campaign line Treat Yourself. http://bit.ly/1P2vr6G

FUEL YOUR IMAGINATION: find inspiration beyond marketing The SANAA-designed Grace Farms is a community and cultural centre, library, multipurpose gym and public park. Spread out over 80 acres of luscious woodland in New Canaan, Connecticut. http://bit.ly/1Lz9YQv

ARCHITECTURE


Italian illustrator Federico Babina creates clever film splices that reveal famous film sets. ‘Archiset’ features titles such as The Shining, Star Wars and Breakfast At Tiffany’s, showcasing the luxurious glamour or gritty backdrops with minimalist but intricate detail. http://bit.ly/1OUxT0o

ILLUSTRATION

Designed by software engineer Ken Kawamoto, the Temposcope is an ambient display that recreates tomorrow’s weather forecast inside a tiny box. http://bit.ly/1xp59A8

TECHNOLOGY

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GET IN TOUCH… If you are a client and have any specific requirements for a new agency, or would like to discuss how we can support your internal learning and development through BITE INSPIRE, please contact: Charlie Carpenter, Managing Director [email protected]

If you are an agency wishing to share your work, please contact: Nicky Herbert or Kara Melchers, Intelligence Strategists [email protected] or [email protected]

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