Remarkable Experience

THE BRAND PRACTICE “PEOPLE BUY EMOTIONALLY AND JUSTIFY WITH LOGIC” BUCK ROGERS IBM. 1974

EMOTIONAL EXPERIENCES, REMARKABLE EFFECTS AND MEASURABLE OUTCOMES

THE WHY? WHY A BRAND EXPERIENCE? BECAUSE PEOPLE BUY EMOTIONALLY THEN JUSTIFY WITH LOGIC ..AND THEY DECIDE WHAT S REMARKABLE

2000

2014

A 500 CHANNEL UNIVERSE BRAND CRITICAL FOR BUILDING AND KEEPING COMPETITIVE ADVANTAGE. BRANDS IDENTIFIERS FOR CUSTOMERS -

IN AN 8 BILLION CHANNEL WORLD, PEOPLE HUNT OUT THE BRANDS THAT DELIVER APPEALING EXPERIENCES TO HEART AND MIND.

BADGES OF OWNERSHIP, GUARANTEE OF QUALITY BRAND EQUITY BASED ON AWARENESS AND KNOWLEDGE OF THE BRAND BUILT BEFORE THE PURCHASE. A RATIONAL RESPONSE.

CUSTOMERS SMARTER AND MORE SOPHISTICATED. .

GREAT BRANDS ARE PROVIDERS OF GREAT EXPERIENCES, EQUITY INVESTED IN THE QUALITY OF THE EXPERIENCE AND A COMPELLING STORY. AN EMOTIONAL RESPONSE.

THE WHAT?

ONLY THE CUSTOMER DECIDES REMARKABLE. PART ONE

YOU CAN’T HYPE IT OR ADVERTISE IT. YOU HAVE TO BE A BRAND THAT STANDS FOR SOMETHING YOU HAVE TO MAKE THINGS WORTH TALKING ABOUT. BEING REMARKABLE IS THE ONLY WAY TO GROW.

PEOPLE ARE SENTIENT, EMOTIONAL BEINGS THEY RESPOND TO EMOTIONAL EXPERIENCES

THEREFORE, TO PROVIDE A REMARKABLE EXPERIENCE IT’S IMPERATIVE TO KNOW THE BRAND’S VALUES AND PERSONALITY. HOW THEY MANIFEST IN THE CUSTOMER EXPERIENCE. IF WE DON'T KNOW, HOW DO WE DELIVER ON THE PROMISE? PRODUCT DELIVERY ISN’’T LEFT TO CHANCE SO WHY TAKE CHANCES WITH THE EMOTIONS WE ARE EVOKING?

WHAT THEY SEE, WHAT THEY HEAR, WHAT THEY TOUCH TOUCH, WHAT THEY SENSE

ONLY THE CUSTOMER DECIDES REMARKABLE. PART TWO SO, TO PROVIDE A GREAT EXPERIENCE IT’S CRITICAL TO UNDERSTAND THEIR PERSPECTIVE - BECAUSE EVERY TIME THEY INTERACT WITH A BRAND OR A PRODUCT IT AFFECTS THEIR PERCEPTION, THEIR “BUY-IN”INTENTION. »

IT’S A SHIFT FROM PRODUCT-CENTRED TO EXPERIENCE-CENTRED.

»

CUSTOMER EXPERIENCE HAPPENS AT A WIDE RANGE OF DIFFERENT TOUCH POINTS.....TO WIN THEIR HEART AND MIND THERE’S AN EXPANDING PALETTE OF EXPERIENCE CHANNELS.

WINNING EMOTIONAL HEARTS AND RATIONAL MINDS

above the line

advertising direct marketing

promotions Print In store

EVERY TIME WE COME INTO CONTACT

ATL

WITH A CUSTOMER IT IS AN OPPORTUNITY TO INFLUENCE THEIR ‘BUY-IN” DECISION.

digital

publicity

THE CUSTOMER EXPERIENCE,

Interactive

WHAT THEY SEE,

ONLINE

WHAT THEY HEAR AND TOUCH,

Video MUST BE THE SAME EXPERIENCE ALL CHANNELS, ALL TOUCH POINTS,

live experiences

ALL TIMES.

Events Guerilla activity Face to face Sampling

THE BRAND STORY an emotional Brand experience

THE HOW?

‘TO CUT THROUGH BUSINESSES NEED INTELLIGENT, BESPOKE SOLUTIONS WHICH ACHIEVE A MEASURABLE EFFECT AND A CLEAR RETURN ON INVESTMENT’

»

A MULTI- DISCIPLINARY ‘STAR CHAMBER’ COMPOSED OF THE “RIGHT “ PEOPLE NOT THE “AVAILABLE “ PEOPLE

»

STRATEGIC, PSYCHOLOGICAL, CREATIVE, TACTICAL POLYMATHS - CROSS BORDERERS OF DIFFERENT DISCIPLINES WORKING IN THE SAME ENVIRONMENT

»

USING EVER INCREASING PALLET OF RELEVANT TOUCH POINTS.

»

CREATING STORIES AND EFFECT “BEYOND THE BRAND”

»

INTERCHANGE CULTURE THAT ADDS VALUE TO THINKING & CREDIBILITY TO PROPOSITION

WHY? (AGAIN)

» CREATING A FULLY INTEGRATED BRAND EXPERIENCE EMOTIONALLY COMMUNICATES A COMPELLING BRAND MESSAGE, VALUE OR PRODUCT DIRECT TO THE CONSUMER » INTELLIGENT BRAND INTEGRATION WILL CUT THROUGH TO THE RIGHT • AUDIENCE WITH THE RIGHT MESSAGE, EDITORIAL AND REAL EXPERIENCES » A BRAND EXPERIENCE WHICH FULLY INTEGRATES ALL ASPECTS OF BELOW THE LINE ACTIVITY WILL ACHIEVE A DIRECT AND MEASURABLE EFFECT

spirit matchin gran/ pernod

stangerers/Sky One

stunt workshop tour/ Sky movies Scooby Doo Movie Tour/ Warne

looking at things differently

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3-5% GLOBAL WORK FORCE ALCOHOL DEPENDENT, UP TO 25% AT RISK

• 33% been to work with a hangover.

• 15% drunk at work.

THIS ISN T ABOUT STOPPING RESPONSIBLE DRINKING IT S ABOUT FAST, IMMEDIATE ACTION WHERE UNIVERSAL ACTION IS NEEDED DAVID CAMERON, MARCH 2012

• 10% hangovers at work once a month, 5% once a week.

77% EMPLOYERS SEE ALCOHOL AS THREAT TO WELLBEING & SICKNESS ABSENCE. WORK PROBLEMS RESULTING FROM HANGOVERS: DIFFICULTY

7+ WOMEN OR 14+ MEN

CONCENTRATING; REDUCED

UNITS /WEEK. INCREASES

PRODUCTIVITY; TIREDNESS AND

RISK OF INJURY ABSENCE

MISTAKES.

20%

“ IN A SURVEY OF 400 SKI INJURY VICTIMS, 80 TESTED PO POSITIVE FOR ALCOHOL”

SOMETIMES SIMPLE ACTIONS HAVE SIGNIFICANT OUTCOMES

EXPLAIN IT CLEARLY PEOPLE CLEARLY GET IT

CHAPTER 1 − DO SOMETHING!!

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Excessive alcohol use leading cause of ground accidents, injury, death and physical damage across the Services

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US Military struggle with effects of alcohol abuse and alcohol− related incidents to operational readiness.

Be Chube!

Be a hero. Save a life. Pass it on.

consumer campaign Europe 2013/14

be smart be quick @.08gm/100ml total reaction time avg

1.5

3.0

s increases to

s

ski @ 30kph = impaired = +12.5m before reaction

.5

@ 50MPH: +

10

SECONDS = +

METER

BAC 0.08 gm/100 ml = 4x probability of accident

government

so how does that work then?

By their definition, polymaths y systematically y y search for and develop interdisciplinary connections.

Orangina:Why Go Abroad?

A BUDGET AND LOCATION LIMITED SAMPLING CAMPAIGN TO CREATE A PR PLATFORM TO SUPPORT THE ADVERTISING “WHY GO ABROAD?’ .

TAKING OVER TUBE STATIONS IN LONDON, THEMED TRAINS & MANNED THEM WITH IRRITATING HOLIDAY REPS - THE ORANGE COATS.

THE CREATION OF THE ROUNDABOUT SOCIETY REFLECTED THE ‘BORING POSTCARD’ IMAGES OF THE CAMPAIGN AND ALLOWED THE CAMPAIGN TO GO NATIONWIDE ALTHOUGH ACTUAL ACTIVITY LIMITED TO THE LONDON AREA.

Why go abroad?

Are great stunts and sampling working hard enough without relevant integrated media coverage?

Why go abroad?

IIt’s It’ It t s all t’s t’ all ver very y well well ll do d doi doing oing ing gr great eatt stunts sttunt unts ts and and d some some sampling samp samp ampli ling but butt is is it enough enough h without with wi ithoutt media medi med ed dia ia coverage? coverra rag ge ge? e? e?

Why go abroad?

impact Orangina is supporting the Roundabout Society as part of its ‘Why go Abroad ? campaign Daily Express

• theatricality to sampling increased consumer & press interest • rate card equivalent of close to £1 million • Sunday Times featured the story as ‘Campaign of the Week’ • unprecedented national and regional coverage • over 15 radio interviews across the country together with TV • Increased purchase at local outlets

Haagen-Dazs: Beyond Pleasure The challenge was to create theatricality around sampling ice cream whilst reflecting the premium quality of the brand.

An integrated marketing solution over three years amplified the theme of the developing advertising and brand position- the Pleasure Patrol complete with a unique series of ideas and initiatives to tour the UK. the unit inspired editorial content to drive people to the sampling and allow more OTS for the entire campaign.

haagen dazs pleasure is the path to joy A campaign to create theatricality around sampling ice cream whilst reflecting the premium quality of the brand.

In the old days it was Cornish but now ice cream luxury is Haagen Dazs…”

LBC

haagen dazs made for movies

ÂťPleasure became made for movies. Integrated tactical activity includes media, sampling, point of sale, redemption and third party retailer links

haagen dazs friday rescue service ÂťFriday help line and mobile patrols to help end of week anguish over film and movie choice

If he could he would

If he could design the perfect garden for you both, he would

mars masterfoods; cesar dogfood

A fully integrated, attention-grabbing brand experience and sampling for premium dog food Cesar in 2004. The campaign aim was to drive sales, increase data acquisition and win media share.

• • • •

Sampling p g Targetted g redemption p Interactive information Data capture

Consumers given advice & literature on creating dog-friendly gardens, by “trinny & susannah

East Anglia, the Midlands, the South East and the South West -Cesar is actively encouraging owners to bring their dogs to shows which offer a non-elitist approach to gardening.

Campaign covers Cesar sampling across 11 regional Garden Shows.

Cesar’s britons •

Photo reportage of dogs and their owners

•

Face of Cesar winner becomes cover model for Cesar magazine

•

Images displayed on built-in built in plasma screens/living wall

•

Consumers regist register online Gallery to download image tto phone/ PC and third party merchandise

34

Ranger Station. Wild Bean CafĂŠ.

BP Connect

the alliance concept

project aqaulibruim is an alliance to preserveand protect man and marine

inspires