BITE VOL1

HUMANISING TECHNOLOGY

Issue 11 | May 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 It’s getting personal: The fine line between being relevant and invasive. Virgin

Atlantic get customers Ready To Fly and Absolut immerse us in a world of Warhol.

5-7 The Reality Gap: Bridging the physical and digital divide. Maille’s RFID spoon

remembers your favourite flavours and H&M unveil the interactive Box of Wang.

8-10 Media fragmentation: The power of cross-channel storytelling. Xbox Halo 5

gamers hunt for the truth and Stella Artois cement their association with film.

TO GET YOU THINKING

11 Fuel your imagination: A book that grows into a tree and a magazine

printed with HIV-positive blood infused ink.

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On the one hand we want our favourite brands to listen. On the other we don’t want to feel like a character from Orwell’s 1984, where “nothing was your own except the few cubic centimeters inside your skull” and these days even that’s up for grabs.

In May 2015, The Guardian claimed “Personalised marketing at scale” is fast becoming the newest trend in digital comms. This is the ability to reach a large number of customers with tailored messaging. Coca Cola has positioned its latest marketing strategy around the three Ps - personalised, predictive and partnerships. At last year’s Super Bowl they segmented the US Facebook population by airing the same video but a different thumbnail and caption depending on an individual’s interests and demographic.

Clever brands are working with media owners to create personalised content for viewers. 4oD supported the launch of Burberry’s customisable fragrance, My Burberry. The ads were dynamically served to signed-in users, with an ending featuring the viewer’s own initials visualised onto the bottle.

Aggregating external factors along with customer data can give an even greater personal experience. Spotify’s new Now page recommends playlists to fit with the time of day and what a listener is doing, creating an opportunity for more tailored marketing. O2 recently acquired Weve, the messaging, location and data matching service that uses iBeacons to target customers who have accessed Wi-Fi at O2 venues.

Therein lies the difference. By actively opting in I understand advertising is part of the model. However, when an ad is served once I’ve left a page it still feels like Big Brother is watching me.

Read on for examples…

IT’S GETTING PERSO

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IT’S GETTING PERSONALThe fine line between being relevant and invasive By Kara Melchers

60%increase in engagement opportunities

11% increase in action/interaction

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IT’S GETTING PERSO

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VIRGIN ATLANTIC GETS PERSONAL, NOT PERSONALISED

A customer communication programme with flare. Virgin Atlantic’s Ready to Fly initiative aims to make every day, from the moment they book, to the moment they fly, as exciting as the trip itself.

Through a series of bespoke email alerts, customers are drawn closer to their destination until the moment they depart. Drawing from profile data and dynamic content, only information that is relevant to their up and coming trip is included.

The emails drive customers to a personal landing page where they can discover more about their destination, research excursions and complete tasks, such as checking in online.

The hierarchy of messaging is sensitive to the departure date, which provides the perfect setting to subtly up-sell product and partner offers at a time when they are most meaningful.

The progamme currently runs for all customers flying between London and New York , with plans to run it out to the whole world of Virgin Atlantic destinations .

Agency: Naked

ABSOLUT AND PUNCHDRUNK’S IMMERSIVE EXPEREINCESilverpoint is a collaboration with immersive theatre company Punchdrunk

that gives a unique personal experience to Absolut customers. At the heart of the story is a mystery - the disappearance of Chloe. Players can only

unlock her story by playing the game, which features some of Andy Warhol’s rarely seen blotted-line`Silverpoint’ drawings, which feature on the

latest Absolut bottle. The game lasts two weeks and uses a combination of iBeacon and personalisation technologies to enhance the consumer

experience along the way. Agency: Somethin’ Else

HARRIS AND HOOLE KNOW THEIR CUSTOMERS BY NAMEHarris and Hoole, the coffee chain 49% owned by Tesco, has created a

mobile app to revolutionise and enhance the in-store experience. Walk up to the counter and the barista will have your profile on their till, know

your name, recognise your picture, have your usual order ready within minutes and enable you to pay for your drink, all without reaching for

your wallet.Agency: Ribot

BARCLAYS’ HYPER-PERSONALISED LENDING VIDEOSIn a world where customers receive generic, one-size-fits all loan offers,

Barclays set about to personalise this process. As part of the campaign, each customer was sent a unique video tailored to them - they were addressed by

name, told the amount they could borrow, their interest rate and their term length – over 40,000 variables in total with over 180,000 videos developed.

Agency: Rapp

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THE REALITY GAP

Disruption in the retail sector has contributed towards a broader convergence of physical and digital experiences. In recent years retailers including Burberry, H&M, and Marks & Spencer have moved towards building connections between their instore world and online channels.

Coming from the other direction, brands such as Amazon and eBay have worked hard to close ‘the reality gap’ by creating tangible experiences in the real world. Amazon Dash is one example, a small Wi-Fi enabled plastic button that can be positioned around the home allowing customers to place an order with one simple click.

Recent advances in technology, such as augmented reality and RFID, have had a knock-on effect in product categories from FMCG to sportswear. Coffee brand Carte Noire, together with Work Club and AllofUs, built a motion-sensitive HD window display to engage passers-by, adidas and StartJG developed a ‘virtual wall’ to showcase its entire online inventory instore and Topshop transported customers to the LFW front row with Oculus Rift. Brands are also experimenting with ‘connected objects’. Diageo is working with EVRYTHNG to turn its bottles into smart digital media assets, that when scanned with a smartphone provide personalised or targeted messages.

What started as a trend in the retail space has now evolved into one where brands of all kinds are building value across touch points. These advancements mirror our expectation to be served seamless and joined-up experiences, regardless of channel, location or device.

Read on for examples…

THE REALITY GAPBridging the physical and digital divide

15 RFID enabled spoons

45 mustards to choose from

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THE REALITY GAPMAILLE USES RFID

‘DISCOVERY SPOONS’ IN STORE

Unilever’s mustard brand Maille had the goal of increasing instore sign-ups to its eCRM campaign. It wanted to do this in a fun and innovative way that would also drive footfall into the boutique in London’s Piccadilly.

The solution was a connected instore experience - the Maille Discovery Spoons. Customers could sample each of the flavours at the mustard bar until they had identified their perfect selection.

Then, just a tap on the RFID enabled Discovery Spoon and their favourite flavours were saved. Mustard lovers filled out their contact information on an old-fashioned typewriter in the store to receive tailored email alerts, recipes, special offers and tasting notes.

The activity not only drives footfall to the boutique, but enables Maille to improve the accuracy of consumer product preferences.

Agency: Mr President

MATTESONS’ SNACKING AND GAMING ROBOTMattesons’ Fridge Raiders has built a strong connection between its snacks

and the online gaming community. The brand enhanced this link with F.R.H.A.N.K., an artificially intelligent robot that, in its physical form, lives with the popular video game blogger Ali-A. Overtime F.R.H.A.N.K. learnt

language and personality traits from the online community as Mattesons’ customers entered competitions to tackle the robot in gaming challenges. Agency: Saatchi & Saatchi & WEIR+WONG

WILLIAM HILL TRANSPORTS CUSTOMERS TO THE RACESWilliam Hill wants to lead the market and take its customers closer to the action on the racecourse. The ‘Get in the Race’ initiative is a new virtual

reality experience that uses Google Cardboard (an alternative to Oculus Rift) and GPS data from horse races to recreate the live jockey experience.

Following a test phase the experience will be available in William Hill stores and on mobile VR headsets for online customers.Agency: UNIT9

H&M’S INTERACTIVE CUBE FOR ALEXANDER WANGTo promote the new collection from Alexander Wang, H&M unveiled ‘The

Box of Wang’, an interactive installation in London. Designed to provide fashion lovers with a sneak preview of the latest collection, the box was

made of black neoprene, one of Wang’s favourite materials. The box’s interactive element was a giant ‘Tweet wall’ that displayed

items of clothing when passers-by tweeted #AWxHMreveal.Agency: Circle Agency & UM London

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THE REALITY GAP

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MEDIA FRAGMENTATIONThe power of cross-channel storytelling

It used to be so simple. The big creative idea built the brand while media filled the auxiliary role of delivering the TV or print campaign to an expectant audience.

Yet media fragmentation, the proliferation of channels and the associated distribution options, has shattered this simple picture. As Jon Suarez-Davis, the global media chief at Kellogg’s said, “The media department is the new creative department.”

A clever selection of channels can bring great ideas to life for brands of all sizes. Cider brand Kopparberg built a media journey around its very own Urban Forest music festival, where a Spotify partnership amplified the experiential activity to fans nationwide.

Advancements in software can also help brands to target audiences and adapt messages based on external factors like the local weather or trending topics . Burton, Molson Coors and Pantene have all run Twitter and Facebook campaigns using APIs that deliver real-time relevant information to customers.

While the rise of programmatic buying can help improve a brand’s SEO, there remains a need for human insight in media targeting to capitalize on human unpredictability and our craving for spontaneity.

Brands and marketing continue to thrive on big ideas but clever use of media planning and buying creates a big impact even for those unable to afford the multi-million pound TV campaigns. As Gary Vaynerchuk once said, “If content is king, then context is God.”

Read on for examples…

9,909 teams have taken part

64K online chat posts

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GAMERS HUNT FOR XBOX CLUES ACROSS MEDIA CHANNELS

Media distribution was baked into the `#HuntTheTruth campaign from the start. Halo 5: Guardians, the new title in one of the largest gaming franchises in the world, launches in October 2015. Ahead of the launch, Xbox teased gamers by using a range of content to tell a story through different media channels. Various elements of the campaign have been distributed via Tumblr (an episodic audio series) and YouTube (live action trailers).

The latest installment is a cross-platform campaign (TV, cinema, digital posters and podcasts) that builds on this by encouraging fans to team with others to find hidden clues on and offline. Players then use the clues to crack puzzles via their phones and the winning team will be rewarded with a unique prize - a character in Halo.

The campaign appeals to the most dedicated Halo fans by engaging with them six months prior to the launch - a prequel to the game itself.

Agency: McCann London

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STELLA ARTOIS TAKES TV VIEWERS TO THE MOVIESStella Artois grew its association with cinema by creating ‘Trailer Break’ with

Channel 4 - bespoke ad breaks during their Saturday night film coverage. Continuing throughout 2015, the ad breaks consist only of film trailers and

two Stella Artois ads. Viewers are encouraged to Tweet their reviews using #StellaArtois4Cinema for the chance to win premiere tickets.

A print partnership with Shortlist and sponsorship of film festivals, including Cannes, will also help to grow the film connection.Agency: Vizeum

NANDO’S DISHES UP YOUTUBE CONTENTNando’s is building its social media and YouTube audience with their

‘Rapid Order Rap’ campaign, which teaches diners how to remember their long Nando’s orders. Clever use of media channels enabled the restaurant

chain to run a targeted film-based campaign for a fraction of traditional TV budgets. Links to the YouTube content were seeded via a Twitter and

poster campaign.Agency: 18 Feet & Rising

DR MARTENS GROWS THE CONVERSATION WITH FASHIONISTAS

The ‘Stand for Something’ global platform builds engagement across social and digital channels for footwear brand Dr Martens. The campaign began on Facebook when fans were asked the question, ‘what do you

stand for?’ Supported by print, posters, experiential and digital advertising, the films provided the launch for a two-year platform that encouraged a conversation with fashion lovers and expanded to embrace music tours

and magazine content.Agency: ODD

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Italian artist Maurizio Cattelan applies his highly stylized, surrealist approach to the edgy photographic narratives in the latest issue of Toilet Paper, his irreverent magazine produced in collaboration

with photographer Pierpaolo Ferrari.http://bit.ly/1FXMaVs

To raise awareness of HIV and AIDS, Austrian men’s magazine Vangardist has printed an edition using ink infused with HIV-positive blood donated from a gay man, a heterosexual man and a mother.http://bit.ly/1cizFae

The New York Times collaborated with artist JR for the front cover of their Walking New York issue. An image of Elmar Aliyev, an immigrant living in the city, was printed across 62 strips of paper, pasted onto the street and photographed from a helicopter.

http://bit.ly/1ker5v3

Murano glass sweets provided the inspiration for a pavilion by London studio Cousins & Cousins. Designed for Clerkenwell Design Week, the

structure features a mixture of coloured and patterned glazing.http://bit.ly/1FYaNCw

Hatsune Miku is a Korean singing sensation who attracts thousands of fans. She’s also a humanoid persona voiced by a singing synthesizer application developed by Crypton Future Media.http://bit.ly/1E6Wj0O

Pequeno, a children’s book publishing company in Argentina, has created The Tree Book Tree; a§ beautiful children’s books that can grow into a tree once it’s been read, returning to nature, where it came from.

http://bit.ly/1GLnNcz

TECHNOLOGY

LITERATURE

ART/PHOTOGRAPHY

ARCHITECTURE

PRINT

DESIGN

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