BITE VOL1

HUMANISING TECHNOLOGY

Best of 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Life changing brands: Optus design shark detecting Clever Buoy and Vodafone help

fight domestic violence.

5-7 Better together: Skype collaborates with Victoria Beckham to inspire young fashion

designers and Chivas partner with Saville Row to reach the style concious .gentleman.

8-10 At your service: NatWest honour helpful banking with Get Cash and Volvo invent a

paint that makes the invisible, visible.

TO GET YOU THINKING

11 Fuel your imagination: Pantone’s colour of the year is announced and New

York’s Museum of Feelings can turn your emotions into art.

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Great ideas can change lives. A notable theme from this year’s Cannes Lions was cause related creativity. “The standout ideas were pretty much all about innovation in the service of people and communities,” said Shaun McIlrath, Joint Global Creative Director at Iris Worldwide and judge of the Innovation Lion.

In 2010 we saw the introduction of the The Grand Prix for Good, this year the new addition was the Glass Lion, which recognises brands addressing gender inequality.

“People aren’t interested in advertising or brands. They are interested in what’s relevant and what adds value to their lives,” said Amir Kassaei, CCO of DDB Worldwide in his rousing talk Do This Or Die. “Collectively we can make the world a little bit better. Use your talent to change things to a better mould. Be honest to yourself. Respect people.”

We saw brands tackling global issues with pioneering technological solutions. ACH2O, a new filter designed by Panasonic, can make the water created by an air conditioning unit drinkable. Put in the context of a future where by 2050, 40% of the world will suffer from water shortage, this is potentially a huge idea affecting millions.

Geometry Global gave us the less technological, but equally innovative, Lucky Fish - an answer to iron deficiency in Cambodia. Similarly Grey Group Singapore invented the Life Saving Dot, a bindi that delivers a daily dose of iodine to Indian women, helping to prevent birth defects.

“The question is society, not technology. What are the needs of society?” said Andrew Lippman, Associate Director at MIT Media Lab. By putting people and communities first, brands will have a more meaningful part to play in our future.

Read on for examples…

LIFE CHAN

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LIFE CHANGING BRANDSPutting people and communities first By Kara Melchers

19Msocial media reach

475 global news stories

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OPTUS DESIGN SHARK DETECTING CLEVER BUOY

Optus is Australia’s second largest telco provider. Their task was to change the conversation from the size of the Optus Network, to the power it has to improve people’s lives.

Australia has four times as many fatal shark attacks as any other country. Yet their shark defence methods haven’t changed in over 60 years. The solution: to use the power of the Optus network to protect beachgoers and sharks.

Clever Buoy is a world-first smart ocean buoy, calibrated to detect sharks. It uses sonar to read their unique movement and sends instant alerts to lifeguards. These real-time messages are transferred using Optus’ Inmarsat satellite and the data is shared with scientists and Google researchers; an innovation partnering two Optus clients.

After a successful prototype launch, commercial Clever Buoys are now in development and present a viable alternative to shark defence in Australia and worldwide.

Agency: M&C Saatchi Australia

SAMSUNG SAFETY TRUCKS GIVE DRIVERS A BETTER VIEWInspired by the startling statistic that in Argentina almost one person dies

in a traffic accident every hour, Samsung set out to reclaim safety through the power of innovation and Samsung technology. Most crashes occur

when vehicles try to pass on one-way roads. With this in mind they created the Safety Truck, a device that captures real-time footage of the road and

wirelessly feeds it to four screens on the truck’s rear wall. This live footage is streamed continuously as the truck moves, giving over-taking drivers a view

of what’s ahead.Agency: Leo Burnett Argentina

VODAFONE FIGHTS DOMESTIC VIOLENCEVodafone Red Light is a mobile app for women living in unsafe domestic

situations. When shaken, the app sends an alert message and location to three contacts. The challenge was to bring the app to the attention of

women without alerting their abusive partners. Online female-focused film content was created. At the point where men were most likely to have

stopped watching, the presenter shared information about the app. More than 250,000 women have downloaded the app and to date, it has been

activated over 103,000 times.Agency: Y&R Istanbul

HP USE THE POWER OF PRINTING TO FIND MISSING PERSONSEvery year a staggering 200,000 people are reported missing in Brazil.

Families of the missing often create posters to help find their loved ones. Print For Help was created to bring this search to a global level. HP printers

that connect to a cloud-based network spread missing person posters through the ePrint feature. This makes it possible to target the specific area

in which a person went missing as soon as it’s reported. More HP connected printers, results in a wider distribution of posters and a better chance of

finding the missing person.Agency: FCB Brazil

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Partners are often found in unexpected places - Notonthehighstreet.com found theirs on the Underground. They recently sponsored the Baby on Board badge and created a bespoke catalogue as part of a partnership with TFL.

Sometimes your perfect partner can be from the other side of the tracks. In July last year Sotheby’s, the high-end auction house partnered with eBay, home of the 99p bid. “Sotheby’s is one of the most respected names in the world. When you combine its inventory with eBay’s technology platform and global reach, we can give people access to the world’s finest, most inspiring items – anytime, anywhere and from any device,” said Devin Wenig, President of eBay Marketplaces.

Great partners complement each other by bringing something equally important to the relationship. To quote IBM on their recent partnership with Apple, “It brings together the analytics and enterprise-scale computing of IBM with the elegant user experience of iPhone and iPad to deliver a new level of value for businesses.”

Brands have more to bring to partnerships than they used to – a community of users, social media followers or even their own content platforms. By teaming up with Spotify, Uber has enabled customers to choose the soundtrack to their ride whilst growing both communities. This month Uber aligned with UN Women, pledging to create 1m jobs for women drivers by 2020. A move that not only grows the brand on a global scale but also accelerates the economic opportunity for this gender.

A successful relationship is not always obvious on the surface, it’s what’s underneath that really counts. A partnership built on truth and authenticity rather than money can make both brands stronger together.

Read on for examples…

BETTER TOGETHERFinding that perfect brand partnerBy Kara Melchers

4m visitors

400m social media impressions

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BETTER TOGETH

ERSKYPE GETS COLLABORATIVE WITH VICTORIA BECKHAM

Since launching 10 years ago Skype has evolved into a sophisticated collaboration tool, however it is still best known for video calling friends and family. Skype wanted to demonstrate its capabilities to a younger, tech-savvy audience.

To showcase the lesser-known features, a new editorial platform was designed to inspire and enable young creatives in the fashion industry. This demonstrated how the technology can help support their creative ambitions.

In just three months an in-house editorial team created hundreds of exclusive articles, interviews, behind-the-scenes videos and insider tips to give emerging talent a unique insight into the world of fashion. This included an exclusive partnership with global icon Victoria Beckham. Skype has been integral to the rise of her eponymous brand, helping her to work between the UK and US. Her fashion story was brought to life as a documentary, which crossed into real-time via Skype giving fans the opportunity to interact with Victoria and her team during New York Fashion Week.

Agency: Sunshine

GENTLEMEN OF SAVILLE ROW DRINK CHIVASChivas and Saville Row create the perfect partnership for the Modern

Gentlemen. With a heritage stretching back to 1801, premium scotch whisky Chivas Regal wanted to engage a younger style-conscious audience. Over the course of a year the campaign was brought to life through a series

of exclusive experiences, films, photo essays and social content, with the likes of GQ, Lord’s Cricket Ground and some of the UK’s most infamous style

commentators and celebrities.Agency: Kameleon

VICTORIA PENDLETON IS #SWITCHINGSADDLES FOR BETFAIRThe ultimate challenge for the ultimate athlete, Olympic cyclist Victoria

Pendleton has joined forces with Betfair and will train to ride in the Foxhunters Chase at Cheltenham 2016. Fans can follow the campaign on

switchingsaddles.com. A partnership that will give Betfair a platform to talk to a wider audience throughout the whole year leading up to their pinnacle event.Agency: Pitch

P&G AND CBBC ENTICE MUMS TO ALTON TOWERSResearch showed Alton Towers Resort needed to attract more mums with

young children. In 2014 they partnered with CBBC to launch CBeebies Land. To further encourage mums to visit they needed a second partner

and P&G ‘A proud Supporter of Mums’ was their ideal match. Through on-pack promotions they were able to reach over 50 million mums

with incentives to visit. The partnership enabled Alton Towers Resort to achieve £1m+ in media value and P&G products featuring the promotion

experienced significant sales uplift.Agency: Mediator

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AT YOU

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The Companies House graveyard is littered with businesses who have failed to respond to the changing needs of their customers. Only 66 of the original Fortune 500 companies are still listed. “Innovation is the difference between a leader and a follower,” said Steve Jobs, Co-Founder of arguably the most forward-thinking brand of our generation. Today innovation is vital for survival.

Services can be a key brand differentiator in any business, so it’s smart marketers who are spear-heading a drive for service innovation. Virgin America is the only airline based in Silicon Valley, “We see ourselves as more of an incubator,” says Chief Marketing Officer Luanne Calvert. They have created VX Next - a group of entrepreneur frequent flyers who generate ideas such as Biz - an in-flight social network that connects flyers with fellow travellers.

Be it functional, emotional or societal, innovations are only successful when they address a genuine customer need or desire. Nike+ is the original example of service design for the digital age. “When I buy this product, take it home and sign up for the services, I’ve created a link so much stronger than anything you could say in communication,” said Stefan Olander, Nike’s Vice-President of Digital Sport.

This type of customer-centric innovation can help make brands a much more intrinsic part of our lives, which is why service design should be high on the agenda for any business.

Read on for examples…

By Kara Melchers

AT YOUR SERVICEMarketing driving product innovation

32K have used the app to buy their dream home

7K average GetCash requests a week

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NATWEST, HELPFUL INNOVATION FROM THE HELPFUL BANK

NatWest were the first banking app to use fingerprint technology. They also built Get Cash – an app that enables customers to take cash from an ATM when they don’t have their card. Their latest service innovation – Intention to Lend – is a response to the notoriously competitive UK housing market and tighter lending criteria. Buying a house has become a race against the clock for bank approval. To deliver on their promise of helpful banking, NatWest created a service that gives the customer proof of the bank’s intent to lend. It’s a real-time tool that quotes a specific amount against a specific property and helps NatWest customers to beat the next bidder. These service innovations play a pivotal role in cementing the brand-to-customer relationship and emphasise NatWest’s helpful banking proposition.

Agency: SapientNitro

AT YOU

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BMW GENIUS GOES MOBILEThe BMW Genius App is the mobile component of the North American

BMW Genius Everywhere program, which extends the relationship between drivers and the Genius team. The decision to create a web app let BMW cater

to many devices with a single product. Throughout the customer journey, the app evolves from a reference for technical questions, to a platform for

exploring details about BMW features, tailored to each user and their vehicle. Agency: Big Spaceship

VOLVO MAKE THE INVISIBLE, VISIBLEVolvo Cars has developed LifePaint - a unique reflective spray for cyclists.

Invisible by daylight, it glows brightly in the glare of car headlights, lighting up cyclists who are on the road at night. Volvo has always marketed

their vehicles on reliability and safety; LifePaint is a reinforcement of this message. In the past road safety was predominately targeted at car

drivers, however with an ever growing number of cyclists on the road this service innovation demonstrates a more lateral approach to the message.

Agency: Grey London

AVIVA REWARDS GOOD DRIVINGAviva needed a point of difference that was true to its brand promise of

‘Recognising every customer need.’ Aviva Drive recognises that good drivers deserve to be judged on their driving, not by their demographic. The new product replicates black box solutions, making the technology available for all

Aviva customers. The app has driven the lowest cost-per-acquisition ever for the brand.Agency: Dare

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Pantone colour of the year is announced as Rose Quartz and Serenity.http://bit.ly/21yzNIs

Eric Parry Architects reveal plans for 1 Undershaft. The proposed building will be London’s tallest tower.http://bit.ly/1mlhDtF

New York’s Museum of Feelings can turn your emotions into art.http://bit.ly/1Hd1Iaq

The New Pharaohs music video for This Changes Everything is a beautiful kaleidoscopic mix of imagery.

http://bit.ly/1P4kDWy

London collective Assemble has become the first architecture or design studio to receive the prestigious Turner Prize for art.http://bit.ly/1QaTwdE

Pacemaker is an Apple Design Award-winning app that allows anyone to become a DJ.http://bit.ly/1L3jga5

ART

TECHNOLOGY

CULTURE

MUSIC

FASHION

ARCHITECTURE

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