Demo or Die: Where advertising meets product design
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POWERED BY Deutsch LA Demo or Die 06.23.2014 Christine Outram VP, Invention Director | @cityinnovation
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This presentation explores the role of rapid prototyping in the age of digital advertising and how it is transforming a "traditional creative process" into a lean, interactive, and multidisciplinary endeavor. Advertising is evolving; the best ads are not always ads; demo or die.
Transcript of Demo or Die: Where advertising meets product design
POWERED BY
Deutsch LA
Demo or Die
06.23.2014
Christine OutramVP, Invention Director | @cityinnovation
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Let’s start with some stats.
In most categories, 4 out of 5 brands are seen as increasingly homogenous.
Less than 1 in 10 ads are seen as different.
.05% is the average click-through rate for banners.
4% response rate is considered successful for direct marketing.
CPG brands spend three times as much money on cost cutting as they do on brand building.
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Stop it
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How do we break through?
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The best ads aren’t always ads.
WHAT WE’VE NOTICED
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An average consumer is exposed to between 254 and 5000 messages a day. In contrast, consumers interact with only 8 and 15 products and digital services.
LET’S PUT IT THIS WAY
Start with a problem, not a deliverable.
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LESSON ONE
Build a community of loyal followers, without mentioning the word insurance.
THE ESURANCE PROBLEM
A creative squad trumps a traditional creative couple.
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LESSON TWO
Invent
Prod.Design
TechUX
Acc.
Our lean Esurance team
No creative idea leaves our office without a business/user case.
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LESSON THREE
What we’re searching forwith every project we do
MAKES AN EMOTIONAL CONNECTION
SOLVES THE BUSINESS PROBLEM
THE CREATIVE
SWEET SPOT
SOLVES A USER NEED
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Run fast and smartLESSON FOUR
STRATEGIC LENS
1 PRODUCT
68 ideas produced over 10 days
TECH FEASIBILITY
SMOKE TESTING
6 INVENTION IDEAS2 PARTNERSHIPS
Fuelcaster.The web app that predicts tomorrow’s gas-price, per gallon, today.
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Demo or DieLESSON FIVE
8 weeks of development, soup to nuts.
HOW WE MADE IT
Test, Rinse, RepeatHOW WE MADE IT
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The results.
352,000 users since the launch in February 2014.
THE RESULTS
26% of users return to the app.THE RESULTS
#1 Google image search result for “Esurance”
THE RESULTS
v2, v3, v4...WHAT’S NEXT
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Summing up.Advertising is evolving.The best ads aren’t always ads.Demo or die.
