everyone's a winner
TRANSCRIPT
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Everyone’s a winner
º
Japan Rm 2c Wakamatsu-cho center bldg.
4-1-5 Nishi Temma Osaka 530-0047
+81 06 6362 5150
Denmark Nikolaj Plads 2 1067 Copenhagen
+45 3393 1883 kontrapunkt.com
Kristina Kristensen, UX designer Morten Gade, partner
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Kontrapunkt©
Hey there!
#kontrapunkt
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3Kontrapunkt©
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Kontrapunkt©2015 4
Kontrapunkt is the leading Scandinavian design agencyWe develop brands and design brand experiences through visual identity, communication, services, products, behaviour and surroundings. We are 60 specialists working globally from our offices in Copenhagen & Tokyo.
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Kontrapunkt©
Strategic communication
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these days?
Strategic communication
What is
Kontrapunkt©
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What’s the message? What’s the channel? What’s the intended effect? Who’s the target group? What genre should be utilized? …
Kontrapunkt©
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In the days of old, communication was really about mediating messages as efficient as possible.
And if anything, games where seen as medium you could choose.
Kontrapunkt©
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Usually only utilised when old marketing people out of reach tried to be young and hip.
Look at us! We’re millennials!
Kontrapunkt©
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Today however, strategic thinking communication professionals have realised that communication isn’t just about messages and media, but more about meaningful moments and experiences.
Kontrapunkt©
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Kontrapunkt©
We draw it up like this.
Surroundings
Marketing communication
CVIBehaviour
ServicesProducts
Brand
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Kontrapunkt©
But it could also look like this.
Surroundings
Marketing communication
CVIBehaviour
ServicesProducts
You
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In this way of thinking, games and play can be utilised in the design of services, products, communication, etc., etc.
It’s a tool to do winning communication.
Kontrapunkt©
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Kontrapunkt©
Winning communication?
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Media logic
Kontrapunkt©
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User needs & wants
Kontrapunkt©
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Brand promise
Kontrapunkt©
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Brand promise +
media logic + user needs & wants
=
Winningcommunication
Kontrapunkt©
Brand promise
User needs & wants
Winning
Media logic
Advertising
UsabilityInefficient
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Practicing magic is damn hard.
Games can make it a little easier.
Kontrapunkt©
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One of the hardest things is finding true empathy with people different from yourself.
Kontrapunkt©
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Kontrapunkt©
Empathy
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Great games have intrinsic empathy for the player.
Kontrapunkt©
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Great games have intrinsic empathy for the player. You’re always the protagonist in your own mind.Kontrapunkt©
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Kontrapunkt©
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UsTwo: Monument Valley
Kontrapunkt©
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Amnesty - The Game
Kontrapunkt©
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Kontrapunkt© 27
Emotion
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Games give us
emotional
experiences.
Kontrapunkt©
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User experience
Emotional experience
Aesthetic experience
Experience of meaning
Des
met
& H
ekke
rt
Kontrapunkt©
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Aesthetic experience
Emotional experience
Aesthetic experience
Experience of meaning
Des
met
& H
ekke
rt
Kontrapunkt©
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Thatgamecompany: Journey
Kontrapunkt©
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Thatgamecompany: Journey
Kontrapunkt©
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Playdead Studios: Limbo
Kontrapunkt©
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Sony Bravia 2010Sony
Kontrapunkt©
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Sony Bravia 2010
Kontrapunkt©
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Kontrapunkt©
Sony Bravia
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B&O Play
Kontrapunkt©
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Experience of meaning
Emotional experience
Aesthetic experience
Experience of meaning
Des
met
& H
ekke
rt
Kontrapunkt©
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Dafur is Dying 2006
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Dafur is Dying 2006
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Mogl App
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Kontrapunkt©Kontrapunkt©
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Kontrapunkt© 43
Pleasure
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Games are fun.
Kontrapunkt©
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Pleasure
Pleasure
Usable
Reliable
Functional
Hierarchy of user needs
Aar
ron
Wal
ter
Kontrapunkt©
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Pleasure
Pleasure
Usable
Reliable
Functional
Hierarchy of user needs
Aar
ron
Wal
ter
Kontrapunkt©
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Kontrapunkt©
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Kontrapunkt©
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klassiske joyful spil
Adidas Go App
Kontrapunkt©
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Quantas Frequent Flyer Program co-lab with nib
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Kontrapunkt©
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Kontrapunkt©
Thrills
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Kontrapunkt©
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Kontrapunkt©
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diverse gamification-elementer
Kontrapunkt©
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Kontrapunkt©
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Kontrapunkt©
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Kontrapunkt©
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Pleasure
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Kontrapunkt©
Every Day The Same Dream
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Kontrapunkt©
Toronto Star
Kontrapunkt©
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Kontrapunkt©
Flow
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Kontrapunkt©
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Kontrapunkt© 65
Skill
Complexity
Csi
ksze
ntm
ihal
yi
Kontrapunkt©
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Kontrapunkt©
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Kontrapunkt©
Flow
68
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Heike Mutter and Ulrich Genth: Tiger and Turtle: Magic Mountain
Kontrapunkt©
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Volkswagen: The Fun Theory
Kontrapunkt©
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Kontrapunkt©
Game & play
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Games are about evolving and constantly moving towards a goal. Kontrapunkt©
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Play is about having fun in the moment. Kontrapunkt©
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So, let’s get back
to the winning communication
75Kontrapunkt©
Brand promise
User needs & wants
Winning
Media logic
Advertising
UXInefficient
Winning communication
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Correctly utilized, games can be a way to create empathy or emotions, deliver
efficient communication and bring the brand promise to life.
Winning communication
Kontrapunkt©
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Correctly utilized, games can be a way to create empathy or emotions, deliver efficient communication and bring the brand promise to life.
Winning communication
Kontrapunkt©
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Correctly utilized, games can be a way to create empathy or emotions, deliver
efficient communication and bring the brand promise to life.
Winning communication
Kontrapunkt©
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Kontrapunkt©
Thank you!Kristina Kristensen UX designer [email protected]
Morten Gade Partner, digital director [email protected]
#kontrapunkt