the trendwatch #13 juillet
Post on 19-Oct-2014
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1 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
y u no Give a Shit?
TheTrendWatch#13
2 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
From mass communication
to mass interaction
to mass relation
http://www.youtube.com/watch?v=d_33SfEqnp4&feature=player_embedded
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Mass relation
has no impact
on my business
Mass relation
has a massive impact
on my business
vs.
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So... What makes the difference?
5 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
Successful businesses genuinely care,
from the bottom of their heart.
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7 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
Content is king…
But context is god!
8 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
"Businesses will need to look backwards and scale the
caring their grandparents' businesses exhibited towards
their customers or watch their competition pass them by"
says author and $60 million+ of revenue eBusiness
owner Gary Veynerchuk
http://thankyoueconomybook.com
People want
close relationships
with their brands.
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148 millions views for Coca-Cola on in 2010...
What really matters
is not impressions but expressions
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The value of a real relationship?
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Give a Shit? FUUUUUUUU!
If it has a massive impact on business…
Show me examples!!!
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Business
Model
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Tom Shoes is expanding its successful "one for one" concept to other
products. It is also onboard with other brands like Element Skateboards or
Ralph Laurent, proving that sustainable giving is a smart business model.
Worldwide
http://www.toms.com
As of 2010,
over one million
shoes given!
14 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
"One cup. One customer. One partner. One experience at a time.
We had to get back to what mattered most" says Starbucks CEO
Howard D. Schultz
Worldwide
http://www.starbucks.com
2010 was Starbuck’s best
financial performance in its 40 year history
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Levis new system for jeans. They care about the life and the problems of
their target so much that they change their production, and standard.
Wolrdwide
http://us.levi.com/shop/index.jsp?categoryId=4370093
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Product
Launch
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After trying the Philips Wake-up Light for
six weeks during the polar winter, 87% of
residents in Longyearbyen agree that
they awake feeling more refreshed, alert
and ready for the day. The trial is the
world‟s largest light therapy field
experiment and is part of the Philips
Wake up the Town project.
Arctic
http://www.wakeup.philips.com
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Mini is launching the world most advanced "connected car". For the first time you
embark with your entire digital life, and that's a killer way to stand out from the
competition.
Asia & USA
http://www.minispace.com/en_us/article/mini-connected/456/?eid=456
234,175 Minis found homes in 2010 - a record year.
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VitaminWater not only lets facebook users decide what's the next flavor
but incentivizes them based on the success of the product launch!
Worldwide
http://www.face<book.com/vitaminwater<
Fan base jump
from 400,000 to
981,000 in just one
month…
Over 100k fans
participated.
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Brand
Image
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Levis invest advertising money and energy to reconstruct the city of Braddock,
Pennsylvania.
"Disenfranchised youth are sick of seeing ads and stunts on the internet that don‟t mean
anything. By being a company that makes things by hand and makes things the right way,
levi‟s becomes meaningful" says Tyler Whisnand, Creative Director at Wieden+Kennedy
USA
http://www.levistrauss.com/blogs/braddock-pa-15104
Revenue up 9%
over 2009/2010
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The winning idea of the Volkswagen "fun
theory" award, was submitted by Kevin
Richardson: "Can we get more people to
obey the speed limit by making it fun to
do?"
Volkswagen together with The Swedish
National Society for Road Safety, actually
made this innovative idea a reality in
Stockholm, Sweden: Hastighets Lotteriet.
Suede
http://www.thefuntheory.com
Volkswagen is now the highest selling eco car in
Sweden.Fun theory exceeded sales target by 50%.
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Adidas is all in / The event
Create a spectacular event, never seen before, with the lead up to
« adidas is all in »
The priority being to exploit the emotions of the consumer
across both adidas departments (sport and fashion), to blend the
brand universe, unite and involve targets.
The show : 1h30 in Marseille
A 3D mapping on1800 m2
A live concert with Justice, Busy P., DJ Medhi and Cut Killer
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American Express helps small businesses struggling with
the recession. Real support, real results, real relationships.
USA
http://www.facebook.com/SmallBusinessSaturday
http://smallbusinesssaturday.com
To date, nearly 1.5 million people
have "liked" this initiative
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Vans branded stories dig deep and go beyond image to
be part of the community and part of the solution.
USA
http://offthewall.tv
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Community
Engagement
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Gatorade recently created "Mission Control": A war room in the middle of the marketing department of
its Chicago headquarters, to interact in real time with the 24/7 ongoing conversation. By developing
deep engagement, they experience direct positive impact like increasing product education (mostly
video) by 250% …
"We believe what we‟re building here is an example of a sandbox of tools and processes we can use
across the organization" says Bonin Bough, director of global social media at PepsiCo
USA
http://youtu.be/InrOvEE2v38
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Converse is opening a community-based recording studio in Brooklyn.
Artists will be able to record there for free, and will have the option to
utilize converse.com and their social media channels to promote their
content, potentially reaching millions.
USA
http://play.converse.com/?p=2809
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To celebrate 1 millions+ likes on facebook, Heineken
simply likes its consumer back.
Holland
http://www.facebook.com/heineken
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Footlocker empowers sneaker addicts to share their knowledge
and add value to the community... while helping them to brag!
USA
http://www.sneakerpedia.com
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The garbage have been abandoned.
However they deserve to be taken care of.
What about we adopt them ?
Results : 378 460 visits within 2 months
An average of 130 friends by visitors have seen the garbage post
158 Countries, Belgium, Morocco and Canada leads
68 863 garbages adopted, 10,5 tonnes of garbages adopted
TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
Dop, adopteundechet.com
Support this lauch in digital, giving proofs to the BIO positionning
Develop the target from the historic mother looking for a handy product
for the entire family……to the independant woman who wants a good
product for herself !
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L'Oreal partners with Buddy Media to help beauty salons create a professional
facebook page and connect with consumers on a grassroots level.
"If you have 4,200 salons that connect with 300 people each, you then have the
ability to connect with more than a million people" says Buddy Media CEO
Michael Lazerow
USA
http://www.facebook.com/lorealparis
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KLM surprises customers by spreading random little acts of kindness that trigger
a social media butterfly effect and impact the brand‟s perception.
Europe
http://surprise.klm.com
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Mico Communities are creating filters to help people
prioritize according to their individual tastes, friends...
Worldwide
http://belugapods.com
http://www.path.com
http://www.color.com
http://www.talkboxapp.com
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User
Experience
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Creating mass usage by evolving the UI to a point that it gets out of the way,
allowing the UX to shine. This is changing not only their market but also
redefining usage behavior & consumption.
Worldwide
http://www.apple.com/ipad
According to Shoppertron,
5.5 times higher e-commerce
conversion rate on iPad vs PC.
Web-based magazine viewing on a PC
averages only a few minutes. Titles like GQ
and Vanity Fair are seeing 60 minutes worth
of online browsing via the iPad.
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Instead of taking an annoying offline process and putting
it online, Zocdoc created a service that takes the pain out
of dealing with doctors by putting the user in control.
USA
http://www.zocdoc.com
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Wiltshire Farm Foods find its success in the
deep understanding and specificities of its
users.
UK
http://www.wiltshirefarmfoods.com
Since re-designing
its ecommerce experience,
sales have increased 10,000%
39 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
People want to connect through any screen, so Skype launches its TV service. It continues
to grow by answering people‟s expectations and through constant quality control.
Worldwide
http://shop.skype.com/skype-for-tv
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When it comes to babies, parents need stuff immediately.
Diapers.com masters immediacy with precision operations
and transparent tracking and updates.
USA
http://www.diapers.com Diapers.com have just been bought
for 540 millions dollars by amazon:
It's the new standard of digital business.
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Inspiration Dior, Holoscreen Guestbook
How to create an interative ghestbook to leave a message and be a
part of the Dior legend ?
Using a magic interface, the holoscreen.
Pushkin Museum Moscow
A 3D mapping on1800 m2
A live concert with Justice, Busy P., DJ Medhi and Cut Killer
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Cultural
Leverage
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Glaceau immerses the SmartWater brand into the internet
"meme" culture with the Jennifer Aniston Sex Tape
USA
http://knowyourmeme.com
http://www.4chan.org
8 million views
in just two weeks
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Coca-Cola invites Maroon 5 for a 24-hour live session
in studio, recording a song with the fans‟ input.
Worldwide
http://www.coca-cola.com/music
In only 24 hours…
355,000 views,
139 countries connected,
10 minutes of average time spent watching
and 14 minutes average twitter engagement.
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P1 is a genuine, un-compromised community about luxury
and one of China‟s biggest online success stories. Made
by people consuming luxury, for the people consuming
luxury.
China
http://p1.cn
In less than 2 years, over 1 million affluent members
who spend 5X more than all other social classes combined.
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Red Bull transform your streets into an art gallery helping
street artist to promote themselves and their culture.
Germany
http://streetartview.com
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Extended
Relation
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Online conversion rate: 0.5 to 3%
Offline conversion rate: 20 to 95%
Shopkick rewards foot traffic and influences
decisions before the checkout.
USA
http://www.shopkick.com
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Tabbed out enhances your in-bar experience. More
control, more fun, more opportunities for the brand to
contact you.
USA
http://www.tabbedout.com
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At SxSW this year, 60 merchants - including Whole
Foods, Starwood Hotels and Stubb‟s BBQ - proposed to
Foursquare users "spend $5, save $5"
USA
https://foursquare.com/americanexpress
"You go where your customers are,
and they are on places like Foursquare"
says Edward Gilligan, vice chairman for AmEx.
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Giftee is an online service that lets users send
small “thank you” real-world gifts via Twitter.
Japan
http://giftee.co
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Mobile that helps you develop a deeper relationship? **dialing the “brand name”
is simpler and as fast as a QRcode, no technology required, works with any
media…
USA
http://www.zoove.com
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DIESEL SPAIN // FULLSIX SPAIN
People want to tell others what they like... so why don‟t we allow it in our
stores ?
Let them share wich Diesel products they like with
their friends...
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Display
Advertising
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iAD, is taking mobile advertising to the next
level delivering service, information, help…
Worldwide
http://advertising.apple.com
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If you‟re going to interrupt people‟s surfing experience, be disruptive and create value like UNIQLO!
The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the
„switch‟ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with
losing tickets remaining as banner ads.
Japan
http://www.uniqlo.com
The campaign ultimately generated almost 3 Million clicks,
and a retail sales increase of 120%
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Ballantine's takes the open source concept and applies it to music,
creating the perfect social object for a social brand.
Spain
http://www.elplanb.tv
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Rather than create a traditional ad campaign, Metro stood up for freedom of speech and
devised a way for people to speak freely without getting into trouble.
Hong Kong
http://www.metrohk.com.hk
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Corporate
Culture
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PepsiCo10 is as much about challenging our visions of marketing, advertising and communications
as it is about showing dedication to the emerging technology space and supporting new thinking.
USA, EUROPE, ASIA
http://www.pepsico10.com
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Why does Zappos offer new employees $3000 to quit?
Because it wants it‟s employees to give a shit!
USA
http://www.zappos.com
Amazon bought Zappos for over $1 billion,
because it understands the value of its unique culture.
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To
Wrap up...
63
In the era of human communications,
customers want you to give a shit!
This means going beyond changing advertising:
This means embracing a top-down, inside-out and
bottom-up commitment to genuinely caring…
Are you ready?
TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
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@TheTrendWatch
youtube.com/TheTrendWatch