BITE VOL1

HUMANISING TECHNOLOGY

Issue 1 | June 2014

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 It’s time you made yourself useful: Nivea keeps kids safe on the beach and Coca-Cola gets Peruvian’s smiling

5-7 Beyond experiential as we know it: Campo Viejo proves red light increases our enjoyment of wine and sonic posters from Schwartz

8-10 The content shift: from the extremities of Red Bull to making The Brits the most tweeted TV show ever

TO GET YOU THINKING

11 Fuel your imagination: the smart jacket that will charge your mobile phone and the colour of Kings Cross

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At some point we’ve all been told to go and make ourselves useful. Useful people will always have a place in our lives, so will useful brands. We’ve seen disruptive business models directly attacking traditional brands in their own space, just look at the expediential success of Airbnb, Zipcar and Uber. Innovation in the production process saw GStar Raw winning a Cannes Lion for turning plastic ocean waste into denim.

If brands aspire to be a useful part of our lives, then why shouldn’t their marketing do the same? There have already been some great examples from around the world. BMW installed sensors in car parks to help people park, while also highlighting this feature comes as standard in their cars. Tesco put interactive billboards in airports for travellers to order bread and milk to be delivered to their homes. IKEA used their advertising space to create a virtual flea market and help customers sell their old furniture, creating a message of sustainability and changing perception of the brand. Being useful is thinking about the customer problem first. As brand guardians we should aim to ensure our product or service enriches the life of the customer, as marketers we need to highlight it’s superior quality. What better way than a marketing idea that’s a useful part of your customer’s life.

Read on for further examples…

IT’S TIME YOU MADE YOURSELF USEFULBy Kara Melchers

IT’S TIME YO

U M

ADE YOU

RSELF USEFUL

62% increase in sales in

Rio de Janeiro

8 in every 10 who viewed the ad

downloaded the app

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Nivea Sun Kids the Protection Adwinner of the Cannes Lions Grand Prix award for mobile

Parents know kids need sun protection. Nivea spotted another big beach concern, kids running off by themselves. FCB Brasil and Nivea designed an ad that helps keep kids safe on the beach. An identity bracelet could be pulled from a print ad and synced up with a smartphone by downloading an app. This useful piece of marketing allowed mothers to keep track of their kids, while highlighting the brand message.

Agency: FCB BrasilView the work

IT’S TIME YO

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RSELF USEFUL

FITNESS FIRST - ALL THE MOTIVATION YOU NEEDLater this year a Fitness First app will launch that substantiates and delivers

the brand promise, Go Further In Life. The insight has helped develop technology that aims to reverse declining attrition rates and drive retention

by creating habit forming behaviours rather than focusing on frequency. “It’s a smart combination of science and technology that makes fitness

more relevant and meaningful and it’s going to revolutionise the fitness industry,” says Richard Buchanan, Founder, The Clearing. Agency: The Clearing

COCA-COLA BRINGS HAPPINESS TO PERUCoca-Cola wanted to spread happiness in Peru. To do this they installed

Happy ID photo booths that gave a free Coke and ID photo only if the person smiled. Targeting a teen audience, offering a useful service and promoting

the message of happiness that linked them emotionally with the brand. 90% of new IDs in the first month of the campaign were Happy IDs.Agency: McCann Lima

SCOTTISHPOWER CONNECT TO THEIR CUSTOMERSScottishPower wanted to change customers’ relationship with their energy,

making it feel like a service rather than a cost. The Connect app put the customer in control, allowing them to monitor energy use, view their bill and turn heating on or off remotely. “It’s wrapped up as an app and a service,

but at its core the app is a communications vehicle, designed to improve customers lives,” says Alfie Dennen, Product Strategist, Isobar. Agency: Isobar

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IT’S TIME YO

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BEYON

D EXPERIENTIAL AS W

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A recent survey by JWT found that seven out of 10 adults want to be part of immersive experiences. Close to six out of 10 said they are looking for experiences that engage all their senses.

For too long marketers have been focussed on visual messages through predominately digital channels. The explosion in tangible experiences such as Punch Drunk, pioneers of the immersive theatre phenomenon, is proof that today’s always-on customer is looking for more than a digital interaction. At London’s 2013 NYE fireworks display, Vodafone took revellers on a journey of sights, smells and sounds as clouds of smoke scented with strawberry and apple filled the air.

Going beyond experiential marketing as we know it, immersive experiences leverage our senses to communicate the essence of the brand. And there’s good reason. Sensory expert Simon Harrop says smell, sound and taste have a direct connection to the part of our brain which is responsible for creating emotions and memories, whereas words and pictures are quickly forgotten.

Read on for further examples…

BEYOND EXPERIENTIAL AS WE KNOW IT

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By Nicky Herbert

3,000 people visited the Colour Lab, the biggest

multisensory experiment of its kind

25k Campo Viejo drinks served –

150% uplift vs. last year

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BEYON

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Winery Campo Viejo tests effects of colour and sound on taste

The Campo Viejo Colour Lab was the world’s largest multi-sensory wine experiment, where visitors could learn how colour and sound would affect their taste. The inspiration for the event came from the brand’s colourful wine label. It was part of the Streets of Spain celebration on London’s South Bank centre.

Drinkers were drenched in coloured light as they tasted an unknown wine from a glass. As the lighting changed from red to green they were asked to rate how this affected their taste. The results, which were corroborated by a professor at Oxford University, suggest that red light can increase our enjoyment of wine by 9%, whereas green light brought out the wine’s freshness. Campo Viejo will use these insights to inform on-trade partners and internal marketing teams.

Agency: Miss Jones & CoView the work

ITV USES SCENT TO TRANSPORT VIEWERS TO THE WORLD CUP

ITV created a fan park for the 2014 World Cup where people thousands of miles away in Manchester could experience the sights and smells

of Brazilian beaches, freshly cut grass from the Arena de Sao Paulo stadium and halftime oranges. The scents were released at various

points in the game. Agency: Hometown

DIAGEO VISUALISES THE SMOKY TASTE OF WHISKYAudio-visual artworks at Diageo’s Johnnie Walker House in Seoul evoke

the character and flavour of the whisky, such as honeycomb, orange and smoke. The artwork was inspired by synaesthesia, where the brain ‘sees’

sounds and ‘tastes’ colour. The house itself is a mutli-sensory physical interpretation of the drink. Agency: LOVE & Universal Everything

SCHWARTZ LETS YOU ‘FEEL’ THE FLAVOURHerb and spice brand Schwartz created a sonic poster that allowed

people see, hear and feel flavour. The poster connected with the user’s mobile via Bluetooth to play sounds as the touch-sensitive

inks were activated.Agency: Grey London

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THE CO

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In an age awash with content, the ability to cut through is becoming increasingly important. With 90% of businesses now in the act of making content and 60% planning to up their budgets this year, according to Forrester, it’s no surprise that brands are having to work harder to be noticed in this now fiercely competitive space. Brands with content at their core like Red Bull and Nike are proof that this is an effective long-term strategy to build deeper relationships. More recently Chipotle has won worldwide acclaim for its slam at the Big Food movement with a mini-series that aired on Hulu and The Scarecrow on YouTube; the latter sparked over 18.4 million conversations on social media in the first month alone. Chipotle has successfully introduced a difficult and complex subject to a mass audience, without spending in mainstream channels. Too many brands are riding the wave of creating content, but few manage to engage in the long-term. It’s those that recognise that content must play a role within customers’ lives who will cut through. “Be useful or interesting to them at precisely the right time,” says Ben Lavery of Scorch London. “Get your distribution strategy right. Make sure that everything you do has a reason to exist from your audience’s perspective.” Read on for further examples…

THE CONTENT SHIFT

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By Nicky Herbert

8.3m views on YouTube, the most

watched live stream of all time

51,052 shares of Felix’s official photo on

Facebook in the first 72 hours after jump

THE CO

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T SHIFT

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Red Bull Stratosarguably the best example of content marketing ever

Few companies are as extreme in their content marketing strategy as Red Bull. The brand has its own Media House employing 135 people and has to some degree avoided a traditional approach to advertising. Red Bull has built its story around a lifestyle, appealing to thrill seekers and adrenalin junkies. When was the last time you saw a Red Bull can in their comms? Felix Baumgartner’s supersonic freefall from the edge of space is a shining example. The footage on YouTube was viewed by over 8.3m people, making it the most watched live stream of all time. The content strategy was led by digital media and public relations agency TVC Group.

Agency: TVC Group View the work

BOMBAY SAPPHIRE WINS A BAFTA Bombay Sapphire leverages the creative expression of its customers

through the Imagination Series. In 2013 over 1,700 amateur script writers pitched their hopes at appearing at the Tribeca film festival and the brand

won a BAFTA. Agency: Gravity Road

THE BRITS - THE MOST TWEETED TV SHOW IN THE UK2014 was the year the Brit Awards became social with a 180% increase

in Tweets and an 87% increase in social media followers. How? A seven month build-up designed to promote engagement with music fans,

through YouTube, Twitter and Facebook. This continued with real-time analytics on the night. Agency: Somethin’ Else

MERCEDES-BENZ LETS YOU CONTROL THE ADThe Mercedes-Benz #YOUDRIVE TV campaign let fans shape the ending

of the ads through Twitter, enabling them to interact in real-time. The campaign responded to the trend for second-screen viewing and the

move towards personalisation of content. Agency: Holler & AMV BBDO

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Unique collaboration of art and food from acclaimed chef Craig Thornton (Wolvesmouth, LA) and Pop Artist Matthew Bone. Cut Your Teeth: Evolution is an installation that explores the

uneasy coexistence between humans and nature through food. wolvesmouth.com/cutyourteeth

Intelligent product innovation from VESSYL, the cup that knows exactly what you’re drinking helping you to stay hydrated, regulate caffeine and sugar, build muscle and lose weight. myvessyl.com

Innovation in fashion and technology from start-up Wearable Solar. They’re using technology to make lightweight wired garments that enable the wearer to charge a smartphone up to 50% if worn in the sun for a full hour.

wearablesolar.nl

The Cross Kings designed Pipette, an interactive installation for the new Kings Cross subway tunnel, which connects visitors with the

environment through art. Pipette reflects the colourful tapestry of the Kings Cross area in London. thecrosskings.com

Visual inspiration from LA-Based Musical Duo The Shoe. This beautifully shot and choreographed film turns Upstate New York into an alternate psychedelic dream world for their song His Gorgeousness.vimeo.com/97916666

Challenging our perception of furniture design, the Haas Brothers debut “Sex Room” in Basel, Switzerland, and “Feinstein” at Gelerie Gmurzynska, Zurich. The two artists have worked with Lady Gaga,

Louis Vuitton and Donatella Versace. thehaasbrothers.com

MUSIC

DESIGN

FASHION

ART

GASTROMOMY

TECHNOLOGY

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