Fluid Proximity Marketing - Creating Digital Consumer Retail Experiences
40
CREATING DIGITAL CONSUMER EXPERIENCES
description
We love to play with new ideas and mix technologies together. In today's rapidly expanding digital media ecosystem, there is a wide array of digital tools for marketers to utilize. In this presentation we outline some best practises related to kiosk, digital signage, & experiential campaigns and follow with examples from a variety of cases, to demonstrate how to deliver maximum value from digital channels in BTL activations. Fluid's mission is to develop ideas that create a cross platform communication environment that delivers immersive digital content & experiences to consumers. Fluid provides an interactive digital marketing turnkey solution for multiple platforms. From concept to design and implementation, as well as after sales support, depending on the nature of the project, we work side by side with our clients to develop great digital media consumer experiences.
Transcript of Fluid Proximity Marketing - Creating Digital Consumer Retail Experiences
CREATINGDIGITALCONSUMEREXPERIENCES
SERVICES/AT A GLANCE
INTERACTIO
N DESIG
N
WIR
EFRAMIN
G
APPLICATIO
N DEVELOPM
ENT
GRAPHIC D
ESIGN
GUI DESIG
N
KIOSKS SM
ART TV A
PPS
ONLINE S
TRATEGY
DIGIT
AL MARKETIN
G
VIRAL C
AMPAIG
NS
STRATEGIC C
ONSULTIN
G
VISUAL ID
ENTITY
POS TECHNOLOGY
ONLINE P
UBLISHIN
G
E-COM
MERCE
CONTENT MANAGEM
ENT
SOCIAL N
ETWORKIN
G
DIGIT
AL SIG
NAGE
DATABASE D
ESIGN
USER WORKFLOW
S
SOFTWARE D
EVELOPMENT
CONTENT PLANNIN
G
GUI DESIG
N
USER EXPERIE
NCE
INTERFA
CE DESIG
N
MARKETIN
G
3D A
NIMATIO
N
WEB S
TRATEGY
PRINT &
PACKAGIN
G
INFOGRAPHIC
S
LOGOTYPES
A LITTLEABOUT US
WE ARE AMONG THE MOST EXPERIENCEDDIGITAL AGENCIES IN GREECE.
o 10 years experience in proximity & mobile marketing (mobile coupons, mobile apps, BTL activations etc)
o Experienced in large network Kiosk/D.S. deployment & management for brands such as Germanos, Camel, Marlboro
o Over 10 years experience in mobile app development
o Hundreds of successful campaigns for National & Global Brands
o Custom Platforms – We have created numerous custom adaptations to existing platforms or developed new tools for customers according to their needs.
SERVICES/AT A GLANCE
KIOSK APPS REDEMPTION MECHANISMS PROXIMITY MARKETING
INTERACTIVE INSTALLATIONS VIDEO & ANIMATION FUTURE PLATFORMS
BESTPRACTISES
FOCUS ON THE USER
o Focus on the experience - Give the consumer something interesting/genuine to do, add value
o High visibility – branding, construction (back plate), visibility from a distance
o You have 5 seconds to explain to users what the benefits are – second screen (trailer of services)
o Choose the easiest technology for users / don't over complicate
o Introduce social to the mix
o Surprise Audiences that have seen it all before
KIOSK &INSTALLATION
CASESTUDIES/KIOSK
NIKE
CLIENT
PROJECT
T90 II LASER @ ATTIKA DEPT. STORE
DETAILS
Nike wanted to promote the T90 II football shoe to soccer fans in an engaging way. The challenge was to get people in to the Nike shop-in-shop on the fifth floor of the department store! Once there, shoppers were greeted by staff who directed them to a branded touch screen info-kiosk, with the Nike T90 II football trivia game. Users had to answer correctly a series of Nike soccer related questions in order to win. The results were overwhelming. The competition was cut short because the gifts ran out ahead of time!
CASESTUDIES/KIOSK
THE FAMOUS GROUSE
CLIENT
PROJECT
PRINT YOUR OWN FAMOUS GROUSE LABEL
DETAILS
Fluid was commissioned to create a unique app that allowed users to personalize their Christmas gift, a bottle of Famous Grouse, to friends and family. We developed a Windows8 App that enabled users to type in the name of the gift's recipient on the front label and a personalized message or Christmas wish on the reverse label. After completing these steps, the user could print out the labels and/or share the final result with friends via email or upload it to their facebook timeline
CASESTUDIES/KIOSK
GERMANOS
CLIENT
PROJECT
MULTIPLE KIOSK DEPLOYMENT
DETAILS
Taking over from NCR, we have been commissioned to provide all the programming & technical support for a network of custom made kiosks Germanos owns. We have implemented a variety of hardware options such as HD web cams, barcode & optical scanners, NFC readers & thermal printers amongst others. We have also implemented & deployed a variety of nationwide campaigns, engaging with consumers via technologies such as augmented reality applications, instant win activations using QR codes, real time video capture & processing and many more.
CASESTUDIES/INSTALLATION
VODAFONE
CLIENT
PROJECT
1+1 LOYALTY ACTIVATION
DETAILS
Vodafone was looking for an interactive, fun way to promote its 1+1 loyalty program. As a result, Fluid produced a 3D loyalty challenge driving game that was to be featured in their new flag ship store at the Mall Athens .Players of the game are asked, using a tablet, to control the car on the screen in front of them and drive around a city attempting to “pick up” the monthly loyalty offers. Each player enters a competition to win prizes. The prizes & offers change every month according to the promotion.
CASESTUDIES/INSTALLATION
AVRA
CLIENT
PROJECT
INTERACTIVE TREE PLANTING
DETAILS
AVRA has supported a number of tree planting activities over the years and this time they wanted to engage consumers at supermarkets, enabling them to participate. The resulting app combined a display and tablet app, that enabled users to choose a location and plant a virtual tree. For each virtual tree planted, a real one was planted at a later date, at the selected location. The locations selected are former forested areas that have been severely impacted by forest fires in the past years. Over 3.700 virtual trees were planted in merely 8 days!
CASESTUDIES/INSTALLATION
COSMOTE
CLIENT
PROJECT
CYCLE FOR CHARITY
DETAILS
As part of the Christmas activations for Cosmote, Fluid developed in cooperation with the ad agency Yard, the Bicycle installation by the seaside in Athens, at Floisvos Marina.Here, the visitors were invited to get on one of the four bicycles, that were part of the installation. While cycling, they were collecting money for a charity organization. The kilometers and money raised, were displayed on a custom built screen.
CASESTUDIES/INSTALLATION
WIND
CLIENT
PROJECT
360O VIDEOS
DETAILS
A truly mobile, digital interactive experience. 40 Samsung S3 phones perfectly lined up in a circle. Prompted by a promoter, visitors to the installation, enter the Wind branded circle. A promoter holding a tablet with the camera trigger, gives the signal for the person to jump in to action, being captured in 360 degrees. The videos were instantly uploaded to Wind’s YouTube Channel where users could share them.
CASESTUDIES/INSTALLATION
COSMOTE
CLIENT
PROJECT
BE A TREE
DETAILS
Visitors to high footfall commercial locations such as shopping malls got the opportunity during the holiday season to “BE A CHRISTMAS TREE!” Whoever entered the booth stood in front of a large screen. Using Kinect sensors, their body was tracked and their silhouette appeared on the screen. Soon after, just like a Christmas miracle, their bodies would begin to transform in to a Cosmote branded Christmas tree with ornaments and various other decorations. Users were able to share their picture via email or also receive a hard copy printed out as a souvenir of their visit.
DIGITALSIGNAGENETWORKS
CASESTUDIES/SIGNAGE
MARLBORO / CAMEL
CLIENT
PROJECT
NATIONAL DIGITAL SIGNAGE NETWORKS
DETAILS
Outdoor kiosks are an integral part of the retail landscape of Greece. The main participants of the advertising arena at these locations are the tobacco companies. In 2008 when these organisations were looking for a “digital” lift for their POS’s the result was the largest outdoor digital signage network spanning across the entire country. Among the companies which use the network are JTI in Greece for their Camel brand and Philip Morris for their Marlboro brand, in Greece and Egypt.
MOBILE APPS
CASESTUDIES/MOBILE
WIND
CLIENT
PROJECT
AUGMENTED REALITY XMAS IN-STORE PROMO
DETAILS
For Christmas, Wind wanted to develop an instant win mechanism with a seasonal twist. The brief was that we are looking for the lost Christmas gift. We decided to combine the usual instant win mechanism with an Augmented Reality extension. Promoters would approach consumers at various busy locations handing them a leaflet which was designed to look like a fireplace with a stocking. This stocking was an AR marker, when it was scanned using the specially developed application a 3D representation of the gift the user won, appeared.
CASESTUDIES/MOBILE
TASSIMO
CLIENT
PROJECT
WAKE CUP BEVERAGE MATCH
DETAILS
TASSIMO wanted a clever mechanism to engage with consumers in supermarkets. The application filters different aspects of a user's lifestyle and recommends the ideal morning beverage for them! Users are asked to input information ranging from the time they get up in the morning to what kind of music they like listening to. Based on a series of preset rules, the application presents the ideal beverage for that user.
WEB & SOCIAL
CASESTUDIES/FACEBOOK
WIND
CLIENT
PROJECT
XMAS WISHES APP
DETAILS
WIND's brief was to create an impactful 3D animation in order to communicate the spirit of Christmas on line. The accompanying Facebook application allowed users to customise the video animation, inserting their own bespoke message at the end and send it to friends. The application was used by over 25.000 Facebook users over the Christmas period. The animation was viewed over 650.000 times on YouTube during the same period.
VIDEO & ANIMATION
CASESTUDIES/VIDEO
GROUPAMA
CLIENT
PROJECT
TVC
DETAILS
Groupama wanted to engage cinema goers with a new commercial, produced specifically for display in movie theaters. Teaming up with a team of great actors and with director Panos Koronis at the helm, a tribute to human mishaps was created. With a powerful musical overlay and short, punchy sequences, four humorous stories unfold depicting moments in peoples every day lives that go wrong. Surprise and humor engage the audience with the 4 narratives tying in the underlying message that "we're all human" after all, mishaps do happen and its wise to be prepared.
CASESTUDIES/ANIMATION
WIND
CLIENT
PROJECT
XMAS WISHES YOUTUBE PRE-ROLL
DETAILS
WIND's brief was to create an impactful 3D animation in order to communicate the spirit of Christmas on line. The concept was based on the simple idea that WIND enables its customers to send the most important gift of all this Christmas, their heartfelt wishes to close friends and family. The animation follows the transformation of a Christmas wish trough an imaginary and abstract Christmas universe. Taking on multiple forms, the wish travels to its final destination, becoming the personification of Christmas by transforming into the star a top a grand Christmas tree.
NEXT GENPLATFORMS
FUTURE/SOLUTIONS
iBeacon
TECH
PRODUCT
APPLE
FUTURE/SOLUTIONS
WEARABLES
TECH
PRODUCT
GOOGLE GLASSSAMSUNG WATCH
FUTURE/SOLUTIONS
INTERNET OF THINGS
TECH
PRODUCT
SMART FRIDGE
THEPOSSIBILITIES AREENDLESS!
www.fluidmedia.gr
