© Radley Yeldar Ltd 01
Future of Digital Communications
Horizon scanning with GSK
prepared by Radley Yeldar
December 2016
© Radley Yeldar Ltd 02
We’re Radley Yeldar.The creative consultancy doing
standout work for clients that has real impact.
© Radley Yeldar Ltd 05
there’s much technology to think about...Ex
pect
atio
ns
Time
Innovation trigger
Peak of inflated expectations
Trough of disillusionment
Slope of enlightenment
Plateau of productivity
Virtual PADigital security
People literate technologyPersonal analyticsSmart workspace
Internet of ThingsSpeech-to-Speech Translation
Machine learning
WearablesCryptocurrenciesConsumer 3D printingNatural-language question answering
Hybrid-cloud computing
Augmented reality
Cryptocurrency exchange
Autonomous field vehiclesVirtual reality
Gesture controlsEnterprise 3D printing3D bioprinting
Smart robots
Conversational user interfaces
Connected homesIoT Platforms
BiochipsBlock chain
Micro data centres
Autonomous vehicles
NFC
© Radley Yeldar Ltd 07
Patterns in human behaviour
Brand & Business
adaptability
Accelerating trends in
technology
there are some signposts!
© Radley Yeldar Ltd 08
Overlaps and opportunities
Data driven
Purposeful comms
Innovative Technology
– Higher social purpose– Vision and values– Trust and transparency– New generations– Beyond branding – Resources and tips– ‘Broadcast to Narrowcast’– Physical/digital divide
– Internet of Things– NFC and beacons– Conversational user
interfaces– Machine learning– Artificial intelligence– 360º video, VR, AR etc.
– Analytics– Segmentation– Demographics– Devices– Targetting– Geo locations
© Radley Yeldar Ltd 10
Selling to people who want to hear from you is more effective than interrupting strangers who don’t
Seth Godin
““
© Radley Yeldar Ltd 12
Native advertising revenue growth will reach $21 billion in 2018, up from $7.9 billion in 2015.
Business Insider
““
© Radley Yeldar Ltd 13
‘The Interview’ asks talent to respond to 12 questions through interactive video.Based on the Enneagram model, the results give you a personal profile, which must be sent along with your résumé when applying for your Heineken dream gig.
Purpose led contentInnovative use of technology
Data drivenHeineken Go Places Careers Drive
© Radley Yeldar Ltd 14
“I don’t consider it advertising. It’s a podcast show that just happens to be produced by a brand instead of a network. It’s a science fiction story to connect listeners with what the GE brand is about, without selling the GE brand.” Andy Goldberg, chief creative officer at GE
Purpose led contentGE The Message Podcast
© Radley Yeldar Ltd 15
Advertised through the telegraph.co.uk, the online experience provides tips to aid sleep and communicates Ikea’s vision of create a better everyday life for the many people.
Purpose led contentData driven commsIkea in The Telegraph
© Radley Yeldar Ltd 16
A recruitment campaign for SNCF, The Impossible Game is just that. Engineers have to hack the site in order to apply for the job.
Purpose led contentInnovative use of technologySNCF the Impossibe Game
© Radley Yeldar Ltd 17
Shoppers at the Toms flagship store can don a VR headset and go on a virtual trip to Peru to see how the products people buy are helping disadvantaged children.
Purpose led contentInnovative use of technologyTOMS – Virtual Giving
Page titlePage subtitle
© Radley Yeldar Ltd 19
People all over Scandinavia could remote control a jam-shooting robot via Ariel’s Facebook page and try to stain designer clothes to win them. The rules were simple: aim, stain and win! All stained clothes were washed live with Ariel Actilift and sent to the winner’s home.
Purpose led contentInnovative use of technologyAriel – Fashion ‘Shoot’
Page titlePage subtitle
© Radley Yeldar Ltd 20
Tilt Brush lets you paint in 3D space with virtual reality.
Innovative use of technologyGoogle – Tilt Brush
Page titlePage subtitle
© Radley Yeldar Ltd 21
Microsoft HoloLens transforms the way we can teach anatomy and our understanding of the human body as we help to prepare the next generation of doctors.
Innovative use of technologyMicrosoft HoloLens
© Radley Yeldar Ltd 23
By 2019, connected devices will generate 507.5 zettabytes of data per year
Deloitte
““
Page titlePage subtitle
© Radley Yeldar Ltd 24
Using online and offline advertising, users were driven Facebook to interact with a customer service messenger bot, promoting the Channel 4 Show Humans – based on synthetic humans
Online ValueData driven
Innovative technologyChannel 4 – Persona Synthetics
Page titlePage subtitle
© Radley Yeldar Ltd 25
Artworks mapped by visual similarity with machine learning.Created using an image-processing algorithm based on visual similarity to create a new way of categorising and storing artworks.
Purpose led contentData driven
Innovative use of technologyGoogle – Arts Experiments
Page titlePage subtitle
© Radley Yeldar Ltd 26
Data drivenInnovative use of technologyGoogle – Quick, Draw
AI experiment using neural networks to interpret, recognise and learn doodles.
Page titlePage subtitle
© Radley Yeldar Ltd 27
Purpose led contentData driven
Innovative use of technologySea Hero Quest
Sea Hero Quest, a mobile game created to change the future of dementia research.Data from every second you spend playing is shared anonymously with scientists to find out more about how everybody’s brain works.
© Radley Yeldar Ltd 29
How could this applyto GSK
Helping people do more, feel
better, live longer campaign
New storytelling mediums
• Provide value online, by showing how GSK helps people do more, feel better and live longer everyday through providing health tips
• Can be used to showcase ‘Behind the Science’ content
• Use a ‘take the quiz’ format to engage users or, maybe, messenger bots
• Partner with science related media to ‘tell a story to connect [users] with what the GSK brand is about, without selling the GSK brand’
• Purpose driven without being hard sell• Use data to understand the right platforms
© Radley Yeldar Ltd 30
Thank you.We hope you found this insightful.
Please give us a call if you have any questions.
Go here for more: www.ry.com/gsk
Ash Amrite Digital Director [email protected] 020 7033 0700
Damien Nowell Creative Director [email protected] 020 7033 0700
Nicola Gunn Client Director [email protected] 020 7033 0700