Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
DISCOURSE ANALYSIS
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Gulliver’s travel Myth: World of tales characters. Discoveries Mysteries.
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Noah’s ark Myth: Pass through all storms. Survive to the collapse of civilisation. Honesty and equality Part of the cultural heritage.
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Magic hat Myth: Collage aesthetic Magic aspect Ready-made and surrealism references.
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Mozaic
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Shift target? Don’t we lose a part of the cleverness and humour of the previous advertisement campain?
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Shift target? Don’t we lose a part of the cleverness and humour of the previous advertisement campain?
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Run don’t walk?
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
PERSONNA
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
The Bourgeois Bohemian «Wanderer Above the Sea of Fog», 1818, by Caspar David Friedrich
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
The Bourgeois Bohemian «Wanderer Above the Sea of Fog», 1818, by Caspar David Friedrich
Persona description
« I am a 30 years old Spanish men. I work for a multinational company as engineermanager in charge of the environmental issues related with the production of one of its fields. I join the company 3 years ago as I used to work for one of its competitor. »
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
The Bourgeois Bohemian «Wanderer Above the Sea of Fog», 1818, by Caspar David Friedrich
Persona description
« I am a 30 years old Spanish men. I work for a multinational company as engineermanager in charge of the environmental issues related with the production of one of its fields. I join the company 3 years ago as I used to work for one of its competitor. »
Scenario
Saturday, 11am, Coven Garden, London. He just arrives from Madrid, by plane, landed at Gatwick and went straight away to the centre. He has a meeting with a client in the suburb of London on Monday. He just decides to come earlier to enjoy the weekend here. Coven Garden is crowded, tourists and Londoners are all walking around while performers and musicians tried to grab any attention.
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
The Bourgeois Bohemian «Wanderer Above the Sea of Fog», 1818, by Caspar David Friedrich
Persona description
« I am a 30 years old Spanish men. I work for a multinational company as engineermanager in charge of the environmental issues related with the production of one of its fields. I join the company 3 years ago as I used to work for one of its competitor. »
Scenario
Saturday, 11am, Coven Garden, London. He just arrives from Madrid, by plane, landed at Gatwick and went straight away to the centre. He has a meeting with a client in the suburb of London on Monday. He just decides to come earlier to enjoy the weekend here. Coven Garden is crowded, tourists and Londoners are all walking around while performers and musicians tried to grab any attention.
Concerns Goals I want to have new experiences. Standards I should be part of the flow, but slower and without looking down. I should be confident and proud. Attitudes I want to visit randomly the city. I like to question my environment. I like to meet new people, but I am not a talkative person.
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Physio
Socio
The ‘Four pleasures’ model Aspirational, the most demanding person
Psycho
Ideo Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Physio
Socio Comfort Keep your feet dry Well while walking the whole day Smell Feel light
Psycho
Ideo Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Physio
Socio Comfort Keep your feet dry Well while walking the whole day Smell Feel light
Hidden original Middle-upper class status «Bobo» bourgeois bohemian Romantism, philosophy of life
Psycho
Ideo Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Physio
Socio Comfort Keep your feet dry Well while walking the whole day Smell Feel light
Hidden original Middle-upper class status «Bobo» bourgeois bohemian Romantism, philosophy of life
Active Nomadic Joy, enjoy here and now Hope, optimistic philosophy, positive
Psycho
Ideo Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Physio
Socio Comfort Keep your feet dry Well while walking the whole day Smell Feel light
Active Nomadic Joy, enjoy here and now Hope, optimistic philosophy, positive
Hidden original Middle-upper class status «Bobo» bourgeois bohemian Romantism, philosophy of life
«I am still a kid» Awareness, but not killjoy! Social/ethical Modern and close of your roots at the same time Honest
Psycho
Ideo Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
BRAND PROFILING
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
OPPORTUNITIES Strengthen customer base New offerings
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
PROPOSITIONS
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
Place of origin/ality • • • • • • •
Global-local Awareness Show the beauty of the craft, Honesty (provenance/craft), clarity Assume the place of origin Made in China and finished here Customised, different
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
1.
‘Let’s go out’ • Shoes outside the door, the ones we wear the most, represent members • Living outside, Spanish community • Going out of the shop • Find Camper where you do not expect • Nomad, Itinerant, lifestyle, mystery, travel • More proximity, trust
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
2.
Praise of slowness • • • • • • • •
Walk don’t run, philosophy Performance outside, street art, Event, ‘Freeze’, participative Artists, cerographist involved to invest the street territory Make joy of the journey Make you think, break the routine, Meaningful Curiosities, new experiences and territories Exploration, surprise Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet
3.
Thank you!
Emotive profiling and analysis Yu Han Wan • Pierre Papet • Lucie Barouillet