Marketing Trends from Early 2014 Courtesy of Leo Burnett London

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From shopper marketing to cultural snapshots to brand activation, Leo Burnett London's take on all things advertising and beyond.

From shopper marketing to cultural snapshots to brand activation, Leo Burnett London's take on all things advertising and beyond.

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  • 1. February 2014 The Knowledge Centre The Knowledge Centre Newsletter February 2014
  • 2. February 2014 The Knowledge Centre
  • 3. February 2014 The Knowledge Centre Welcome to the latest of our quarterly newsletters. The Knowledge Centre is to Leo Burnett LDN what the Tube network is to London – sure, one can theoretically exist without the other, but everyone will be grumpy and late and there’ll be a general feeling of despair mixed with ennui. We rumble along behind the scenes, delivering carriages full of information, pausing at the red lights of doubt and, er, stretching similes to breaking point. We work with lots of clever folk who share new and fresh ideas with us, which helps us to keep a keen eye on what the world’s up to. We’re pleased to be sharing our findings with you. Inside this bulletin you’ll find snapshots of the various internal publications that we create and circulate, as well as highlights from a selection of our information resources, and plenty of press coverage of our lovely new ads. This quarter we’ve become a little preoccupied with automation – see what you make of that. From hard-hitting insight to piquant cultural memes, you’ll find all sorts of useful info within. Organised, reliable info that generally arrives on time, unless someone gets their briefcase wedged in the door at Sloane Square or something. Oh, and if you fancy a chat, drop us a tweet - @LeoBurnettLDN Daniel Bevis Senior Knowledge Editor Leo Burnett London
  • 4. February 2014 The Knowledge Centre Welcome to the latest of our quarterly newsletters. The Knowledge Centre is to Leo Burnett LDN what the Tube network is to London – sure, one can theoretically exist without the other, but everyone will be grumpy and late and there’ll be a general feeling of despair mixed with ennui. We rumble along behind the scenes, delivering carriages full of information, pausing at the red lights of doubt and, er, stretching similes to breaking point. We work with lots of clever folk who share new and fresh ideas with us, which helps us to keep a keen eye on what the world’s up to. We’re pleased to be sharing our findings with you. Inside this bulletin you’ll find snapshots of the various internal publications that we create and circulate, as well as highlights from a selection of our information resources, and plenty of press coverage of our lovely new ads. This quarter we’ve become a little preoccupied with automation – see what you make of that. From hard-hitting insight to piquant cultural memes, you’ll find all sorts of useful info within. Organised, reliable info that generally arrives on time, unless someone gets their briefcase wedged in the door at Sloane Square or something. Oh, and if you fancy a chat, drop us a tweet - @LeoBurnettLDN Daniel Bevis Senior Knowledge Editor Leo Burnett London
  • 5. February 2014 The Knowledge Centre Frisk is a weekly in-house newsletter from the Knowledge Centre and the Planning department, discussing trends, cultural snapshots and general stuff that piques our interest. Here’s some of what we’ve been sharing lately. INSTAFAX Short-form video is everywhere these days. Vine offered us six seconds, Instagram expanded the offering to fifteen, but that’s more than enough. People want brevity; quick things that they can look at in the short space before the microwave goes ping or the bus doors heave open with a pneumatic sigh – miniature video snippets fill in the micro-gaps in the day when we’re momentarily not doing anything else. Such is the modern world. The BBC have noticed this. They’re not stupid. So they’ve started condensing the daily news into tiny 15-second bursts and pumping them out on Instagram. It’s an astute observation of modern digital behaviour, and potentially a way to throw a few current affairs into the consciousness of today’s digital butterfly, maybe. Well, it’ll either work or it won’t. (Also, I like the retro Ceefax reference in the name. Ceefax was great.) http://instagram.com/bbcnews# APRON STRINGS An interesting fact that you may have seen in the news recently - more than a quarter of 20-34 year-olds in the UK are still living with their parents. (You may also have noticed that many news outlets are using the phrase ‘still living at home’, which irritates me greatly. Everyone lives ‘at home’, unless they’re homeless. But I digress...) Sticking around at your folks’ place has myriad advantages - cheap rent, a well-stocked fridge, you don’t have to freak out if you break the plumbing... for a lot of people, this greatly outweighs the stigma of being a thirty year-old who still lives with their mum.
  • 6. February 2014 The Knowledge Centre But frivolity aside, for many it’s a necessity to stay with parents indefinitely - it’s just not economically viable to do otherwise. Rent’s expensive, house prices are bonkers, jobs are scarce. Wanna crunch the numbers? The Guardian’s DataBlog has you covered. Look: h t t p : // w w w . t h e g u a r d i a n . c o m / n e w s / datablog/2014/jan/21/record-numbers-youngadults-living-with-parents COMMUNITY SHOP Food waste is an everyday horror story. The amount of food that doesn’t even make it to supermarket shelves because of some packaging defect is staggering; it all either ends up in landfill or gets squished into animal feed. But Community Shop is a concept that takes this perfectly good scran and makes it available to those who need it. The pilot store is in Rotherham, and its stock is provided by the likes of Marks & Spencer, Asda and Tesco. Food that’s deemed unsuitable for mainstream sale due to aesthetic defects - but is still perfectly fit for sale - is available at up to 70% off. The hook is that you can only shop at Community Shop if you’re a registered member, having proven that you’re receiving government benefits. Great idea, huh? And if it proves successful (which it should), they’ll be going nationwide. http://www.community-shop.co.uk/
  • 7. February 2014 The Knowledge Centre TRANSLATE.COM URINE DETECTORS Google Translate is a hilariously hit-and-miss thing. Sure, it’s extremely useful to have this free, easyto-use doodah that allows you to turn text from a language you don’t understand into one you do (or vice versa), but it’s not something you’d put a huge amount of faith in. Words can be ambiguous, nuances get lost, colloquialisms and sentence structures don’t cross borders, and you can end up getting completely the wrong end of the stick (or ‘Kant died engineering, van die erde Stok’, which is what you get when you translate ‘the wrong end of the stick’ into Hebrew, then Italian, then Afrikaans, then Chinese, then Icelandic, then back to English). So, translate.com aims to circumvent this confusion. It’s an app that runs on crowdsourced results - you It’s a truism that public elevators always smell of upload some written text, or an image of some text, widdle. Weird, isn’t it? I’ve been in lifts loads of or a sound or video file of someone speaking, and times and have never been struck by an unquellable one of the two million users will offer a translation. compulsion to void my bladder all over the place. For added peace of mind, these translations can For one thing, it’d be mortifying if the doors were also be checked for accuracy to prevent this to open while you were still mid-stream. How would happening: http://youtu.be/akbflkF_1zY you explain that? ‘Sorry, it really hums of wee-wee https://itunes.apple.com/us/app/translate.com/ in here, I thought that was what we were supposed id740974884?mt=8 to do...’ The catchily-named Metropolitan Atlanta Rapid Transit Authority are, ahem, taking matters into their own hands with this issue, fitting their lifts with urine detectors (by which I mean sensors, not little detectives in raincoats paid to stand there and point at your winkle). Brilliantly, the sensors detect the activities of slashing miscreants and immediately alert any police officers in the vicinity, who will then presumably either arrest them or - much worse shout in a loud voice ‘THIS MAN DOESN’T WASH HIS HANDS AFTER HE’S BEEN TO THE TOILET’. Clever. http://bit.ly/Mf5Afa
  • 8. February 2014 The Knowledge Centre CATACOMBO This is one of those brilliantly odd ideas that doesn’t sound real, but is: a coffin for music lovers that’ll play them their favourite songs for eternity. The system exists in three parts: CataPlay, CataTomb, CataCoffin. The first of these is a Spotify-connected platform that allows friends and wellwishers to create playlists - if you’re the soon-to-be-dead party, it might be an idea to prime these people with a cheat sheet. Or y’know, bequeath them your iPod. The music gets streamed to CataTomb, a smart 4G-enabled headstone with an LCD screen, showing any passers-by what you’re listening to down there. And of course, there’s CataCoffin - your eternal resting place, stuffed with speakers (including a big-ass subwoofer!). It costs $23,500 - but if you imagine that we’ve got, say, 200 years before the inevitable nuclear apocalypse, that’s only about 32 cents a day. Well worth it. Of course, if you were particularly mean and had a recently deceased relative who you weren’t that keen on, you could sneakily erase their iPod and fill it with Justin Bieber and Lady Gaga. Imagine that. Forever. Your own personal hell.http://youtu.be/SDpC5ZYcA7M TRANSLATE.COM Short-form video, as previously discussed, is all You could take a short video, wang it out as a the go these days. And now PeekInToo is giving ‘PeekShout’ - then other ‘Peekers’ would get a the format a further twist, by combining it with a notification that something’s going on in an area mixture of ChatRoulette-esque randomness and they’re interested in. Of course, whether or not this geographical searching. is a format that’s a) necessary and b) something Let’s say there’s something happening on the other side of the world that you’re interested in - a gig, perhaps, or a speech or sporting event. You can ping out a request for a 12-second video of it - if there’s a user there, they’ll whack up a bit of content. No need to friend anyone, it’s all anonymous....or let’s say you’re walking down the street and suddenly an alien spaceship slams into the side of a building. people are likely to use remains to be seen, but it’s certainly of interest. (Just bear in mind the anonymity angle. ChatRoulette is anonymous, and that’s full of strange men showcasing their gentlemenv e g e t a b l e s . ) h t t p : //w w w. p e e k i n t o o . c o m /
  • 9. February 2014 The Knowledge Centre MOMDOMS Ooh, cringe. Parents are so embarrassing, aren’t they? Why do they have to try to talk to you about “intercourse”, instead of letting you learn about it yourself from the dirty mags you find in the woods like normal people do? Honestly. They only had it off the number of times it required to create you and any siblings you may have, so what possible advice can they have to offer you on the deployment of your own fledgling genitals? OK, from the parents’ point of view it’s pretty hideous too. I’m not looking forward to the day when I realise that the small person I see as a source of dirty nappies and warming cuddles has morphed into an angry little thing that wants to do gross stuff with boys. (Or girls, who knows how she’ll turn out?) So approaching the subject with a smidge of humour is probably the best way to go. And that’s where Momdoms come in. It’s basically a tin of rubber johnnies that you give to your freshly pubic offspring, bearing such tongue-incheek slogans as ‘wrap that package tightly’, ‘be careful of the crabs’ and ‘because I said so’. This, in theory, will eliminate any awkwardness from the birds-and-bees chat. ...at least, that’s what we’ll have the kids believe. In actual fact, the whole idea’s designed so that the thing that presents itself at front-of-mind at the very moment your child is about to get nasty is an image of their mum’s face, thus immediately putting them off and ensuring that no “intercourse” takes place. Genius. http://buymomdoms.com/
  • 10. February 2014 The Knowledge Centre THE HUMANE EATING PROJECT Note that the word in the title is ‘humane’, not It’s a brilliant concept - up until now, there would be ‘human’. ‘Humane’. That’s very important. no way of knowing whether your local Utah Fried The trend of consumers showing an interest in the provenance of their grub has been growing for years now, it’s not really anything new. Food miles, Fairtrade, all that business. But we’re increasingly finding that technology is being harnessed to check up on ingredients while out and about. The Humane Chicken was dressing the poultry up in medieval costumes and making them joust in the kitchen without jumping over the counter and checking for yourself. This’ll save you the embarrassment and inevitable arrest. http://www.humaneeatingproject. org/ Eating Project is one such idea - it helps restaurant customers to choose where to eat by seeing whether the eateries in question source their meat from suppliers who have treated the animals fairly. (Y’know, before they went after them with the boltgun.) It also provides healthy conversation ammo if you’re friends with vegans and feel you’re being left behind in the chat. LIVING WITH Mental health issues affect a staggering number of people, although you may not always be really aware of it. A lot of people who are battling such demons prefer not to talk about it. Unfortunately this means that outsiders’ understanding isn’t all that it could be, and the ensuing perception that it’s a minority thing serves to stigmatise, meaning that the whole situation is a self-fulfilling spiral of not-wanting-to-talk-aboutit. So, for those afflicted that might consider a more open forum, Living With offers an alternative. They’re selling t-shirts that allow sufferers to wear their condition on their sleeve - well, chest - and fight stigmas with openness. Four are available: depression, bipolar disorder, OCD, ADHD. Their designs are abstract patterns rather than just signs that say ‘I have ADHD’ or whatever, inviting comment and allowing the wearer to discuss it on their own terms. They also allow the acceptance of the condition to be worn as a badge of honour, rather than the monster being hidden in the shadows. Which all makes perfect sense. http://www.livingwith.co/
  • 11. February 2014 The Knowledge Centre We work closely with Canvas8, a deep-dive insight network who ‘make the complex simple by helping us make the simple significant’. This quarter, they’ve provided us with a piece on ‘life on autopilot’. If you’ve ever hoped for a smart egg-tray to factor into your lifestyle at some point, you’ll enjoy this… LIFE ON AUTOPILOT Depression-era economist John Maynard Keynes and cartoon family The Jetsons might not seem like kindred spirits, but they shared the same vision: in the future, machines would do all the hard work for us. Judy Jetson had Rosie the Robot Maid and Keynes predicted that the industrial revolution would usher in the 15-hour working week. So what happened to their dream? Not much, apparently; studies suggest we’re working longer than ever. [1] But a new wave of technological advancements is making it easier than ever to plug into an automated lifestyle, changing the way people consider time and resources. Why run your own errands, wait for information or even make decisions when you could outsource all these tasks to machines? One unassuming Verizon employee – “someone you wouldn’t look at twice in an elevator” – did just that, farming out his entire job to China, via email. [2] In exchange for four-fifths of his six-figure salary, he enjoyed eBay-ing and watching cat videos on YouTube. His working day finished with an email update of the tasks ‘he’d’ completed for his boss. This might not be typical just yet, but it could just be the spirit of things to come. This techno-utopianism – the belief that life is full of fixable problems if we can just code them properly – isn’t just part of the cult of Silicon Valley, but a growing expectation of everyday life. Increasing swathes of ‘lifehackers’ worship ease and efficiency, seeking the autopilot button. But this isn’t about zoning out – it’s about taking an executive position in your own life, with one finger resting on a switch that just gets the job done. Minimum effort, maximum output. © Egg Minder (2013)
  • 12. February 2014 The Knowledge Centre THE STRESS THAT COMES WITH ‘STUFF’ BUILDING A RESPONSIVE ENVIRONMENT We are technologically spoiled. But our tech is According to Reuters, the home automation market overwhelming us with information, and drowning was worth $1.5 billion in 2012, and is predicted to us in stuff. The internet’s vast fields of content are more than double within the next five years. [8] empowering, but they can also be unmanageable, While the top end of the market continues to invent and even paralysing. Studies have shown that the ever more elaborate ways to automate every part more options people have, the less likely they are of the home, simple, time-saving solutions remain to actually choose anything. [3] Other research in demand across all markets. Slow cookers – has found that multitasking, the habitual stance arguably the original ‘set it and forget it’ gadget of second-screening digital natives, makes people – have seen a recent spike in sales, while the more stressed and less effective. [4] adoption of wireless technology like RFID and NFC In our offline lives, this stress is maximised by our innumerable possessions: the average person spends around ten minutes each day ransacking in products are transforming houses into data-rich environments, which their owners can measure and manipulate at leisure. [9] the house or emptying pockets in search of Home automation company Nest Lab is remaking misplaced items. [5] A UCLA research team the thermostat for the autopilot generation. looking at life at home in the 21st century found Essentially the control panel for personal comfort families overwhelmed by clutter, who lamented and energy efficiency, thermostats are too often their unmanageable mounds of stuff, while stress trapped in ugly white boxes with complicated hormone levels soared. [6] settings that do nothing but disempower their But overwhelming as it may occasionally be, the internet can offer quick fixes that the real world can’t – and there are signs that its irresistible allure might actually be making the rest of our lives more difficult to manage. Recent research by owners and waste their time. “What does “fan/ auto” vs. “fan/on” even mean?” implores Nest cofounder Matt Rogers, berating standard thermostat controls. “How does a normal consumer understand these things?” [10] Scott Wallsten, an economist at the Technology Nest’s ‘learning thermostat’ monitors your daily Policy Institute in Washington, found that for every routine and sets itself accordingly - raising the minute Americans spend relaxing online, they temperature when you’re home, lowering it when spend approximately 16 fewer seconds working, you’re out. It’s a relationship that grows over and four fewer seconds doing household chores. time, so eventually you can totally outsource even [7] thinking about your heating to the thermostat itself, leaving you free to just live. It’s one of a number of smart solutions – see Twine or IFTTT – that encourage people to turn their homes into smart, communicative machines. © Nest (2013) © Twine (2013)
  • 13. February 2014 The Knowledge Centre THE HUMAN TOUCH THOUGHTS ON AUTOPILOT But while machines win out on efficiency and Robots and assistants aside, if you’re having to make consistency, they can never match the judgement decisions about these things, you’re still technically and sensitivity of human beings. A new generation working. And if you’re still technically working, of personal assistants are providing services that there’s probably a smart product somewhere that only real people can, and they bear little designed to make it easier. Google Now is one resemblance to the Downton-esque butlers of such product – a part of the corporation’s mission history. to transform smartphones into telepathic personal Where neither humans nor computers are enough on their own, services are emerging to find the sweet spot between the two. New age personal styling service Thread combines the strength and assistants. On a basic level, this means getting reminders to “buy milk” when you’re near a store, but the underlying message is: “we’ll remember, so you don’t have to”. speed of a computer algorithms to filter through Impressive as this service is, all Google’s really thousands of clothing choices online, while people doing is delaying the results of your ‘search are paired with human stylists who further filter request’ until you walk near a shop. It still relies through the resultant choices, with the nuances of on you consciously signalling that you need milk. personal taste in mind. But Google’s ultimate aim is to anticipate those Micro-labour services like Taskrabbit, Mechanical Turk and Fiverr combine human and computer in a different way, using the internet to link the little things people need doing with those who are prepared to carry them out for the right price. They’re servants for the middle classes, who can be switched off and on at will and don’t require a pension plan. “I delegated tasks that had been needs before you do. They can’t predict the future, but they can predict parts of it. Human behaviour is actually pretty predictable a lot of the time. One study from Northeastern University used smartphones to map how people moved around the city. Researchers found that 93% of the time, they could accurately predict people’s movements. [12] marinating on my to-do list for months,” explains And with people using smartphones for all manner lifehacker Steven Corona of his experience with of tasks, from maps to emails, calendars to search, Fancy Hands, a service that lets people outsource data crumbs are scattered everywhere. After a 15 tasks for $45 a month. [11] few months, Google could accurately suggest – unprompted – “leave for your meeting early today because there’s heavy traffic on your route.” And it’s not just Google, but the increasing potential of the cloud that supports our spluttering, forgetful minds. Digital notepad and archive system Evernote already serves 13 million people. The Toyota Friend alerts you when your tyres need changing, or the battery needs recharging. “No one is happy with their human brain,” says Evernote Founder and CEO Phil Libiin. “So I decided to make a product around that.” [13] eBay Head of Strategy John Sheldon predicts that Nike+ apps that order you a new pair of shoes after you’ve run 300 miles, or a bicycle helmet with a sensor that “knows” when a crash has happened and orders you a new one, are © Taskrabbit (2013) imminent realities. [14]
  • 14. February 2014 The Knowledge Centre Meanwhile, the myriad internet-run subscription And outsourcing too many of our decisions to services like Amazon Prime, Dollar Shave Club technology risks errors that only human judgement and Tie Society outsource the joyless tasks of can avoid. T-shirt printing company Solid Gold remembering to buy essentials, or enter the same Bomb thought they were onto a great system when bank details time and again. they handed over their entire process to a series of The endgame is the brain as a processor, not a hard-drive. And with technologies like Google Glass, the distance between our minds and our technology will be shorter than ever. After all, our algorithms and printers. When the web discovered they were shipping t-shirts with slogans like ‘Keep Calm and Rape A Lot’, their slick automated production line suddenly didn’t look so good. brains seem more than happy to outsource, given Ultimately, the best life hacks, gadgets and half the chance. solutions don’t provoke this fear – they work in favour of human dignity, autonomy and control, and in the service of simplicity rather than against it. And crucially, the machines work for people, not the other way round. The key to a happy life as an autopilot is all about allowing total control. The most life enhancing products are about creating a simple but smart relationship between the user and the service – one that you’re free to leave at any time. An app that orders you new running shoes after ‘x’ miles is a compelling idea, but threatens to © The Jetsons (1963) turn into a Sorcerer’s Apprentice-style nightmare if INSIGHTS AND OPPORTUNITIES it can’t be switched off at will. endless And if commanding an army of smart assistants opportunities to tinker with when fine tuning our and digital helpers is to become the norm, then daily lives, though of course not everyone agrees real trust is the only way to assuage any fears of this would be a good thing. For every tech- creeping cyborgisation. After all, as John Sheldon utopian or ‘Quantopian’ – that’s a community of says, “ambient commerce is about consumers 11,000 quantitative analysts whose CEO believes turning over their trust to the machine.” [14] Data-saturated environments create ‘“anything that is subject to human judgement can be improved by automation and machine learning” – is a sceptic, even dystopian vision of a totally ‘smart’ world full of autopilots would look like. [15] As part of the ‘Too Smart City’, an art project by designers JooYoun Paek and David Jimison, a bench was designed that detects when someone sits on it, and slowly begins to tip, eventually dumping the sitter onto the floor. It’s an absurd but poignant illustration of the anxieties that are tied to this techno-utopian future. [16] Too much ‘smart’ and our simple needs will be neglected, over-complicated to make us by a force that threatens gradually more uncomfortable. Sources 1. ‘Q. So just how much unpaid overtime does the average UK worker do each week? A. 7hrs 18 mins’, The Independent (March 2013) 2. ‘Developer outsourced entire job to China, spent hours surfing the web, watching cat videos’, The Huffington Post (January 2013) 3. ‘Too many choices: a problem that can paralyse’, The New York Times (February 2010) 4. ‘Is multitasking bad for us?’, NOVA (October 2012) 5. ‘Lost something already today? Misplaced items cost us ten minutes a day’, Mail Online (March 2012) 6. ‘Got stuff? Typical American home is cluttered with possessions – and stressing us out’, TIME (July 2012) 7. ‘On the 4th of July, a declaration of dependence’, The Washington Post (July 2012) 8. ‘Analysis: U.S. industrials, telecoms to face off in home automation’, Reuters (August 2012) 9. ‘Slow and pressure cookers find favour’, BBC (October 2013) 10. ‘Nest co-founder Matt Rodgers on frustration as a muse and learning from Apple’, 99U (April 2013) 11. ‘How I automated the boring parts of life’, Lifehacker (October 2012) 12. ‘Human behavior is 93% predictable, research shows’, Northeastern (February 2010) 13. ‘The Future of Evernote: from memory machine to time machine’, The Next Web (September 2011) 14. ‘One day, Google will deliver the stuff you want before you ask’, Wired (September 2013) 15. ‘Quantopian, a community of quants, picks up $6.7M from Khosla, Spark’, TechCrunch (October 2013) 16. ‘Too Smart City - JooYoun Paek, David Jimison’, Real-time Cities (2013)
  • 15. February 2014 The Knowledge Centre Crunch is an Arc newsletter, highlighting interesting campaigns in the area of sponsorship and brand activation, sharing these titbits with the wider group. Here are some snapshots from the latest issue… UNCLE DREW For those that haven’t seen the Uncle Drew series - watch it! It’s a great demonstration of a one-off viral video turning itself into a full-blown campaign. The Pepsi max team wanted to take a fresh approach and feature one of their newest ambassadors – Cavaliers rookie Kyrie Irving - and use him to front creative based on the idea that ‘you look at the product and see one thing, but inside it is something different’. They disguised Irving as an old man and took him to a real street basketball game. The YouTube video received 27m views in 3 weeks and 80% of viewers watched for 5 minutes. The viral was so successful that Pepsi Max created a story by adding 2 more episodes. SQUAT FARES In Moscow, subway commuters were able to get a free ticket by completing 30 squats in two minutes at a special ticket machine. It was used to generate interest ahead of the Sochi Winter Olympics. http://youtu.be/ojo9M1cPSPI
  • 16. February 2014 The Knowledge Centre ROCKET MAN The stuff of science fiction no longer… watch manufacturer Breitling worked with Yves Rossy (aka JetMan) to produce a human jetpack which allowed him to fly individually around Mount Fuji. http://youtu.be/fnnOxRK_gc4 HANGOUT WITH MAN UTD STARS 2013 saw sponsors and rights holders exploit Google+ hangouts by bringing players closer to the fans. Google+ Hangouts are a free video chat service from Google that enables both one-on-one chats and group chats with up to ten people at a time. Manchester United’s logistics partner DHL drove fans via their @DHL_ManUtd Twitter handle to find further details about the first ever Man Utd hangout. The Hangout was part of DHL’s ‘The Journey From Good To Great’ campaign, launched on Google+ in conjunction with the team’s new training kit. The event was subsequently promoted on Man Utd’s official website with a press release that included more specific details and claimed the first-of-its-kind event was an innovative platform to bring fans even closer to Manchester United and its first team players.
  • 17. February 2014 The Knowledge Centre Storebites is a regular in-house roundup of tangy titbits relating to shopper marketing and the goings-on in the retail environment. Here are some highlights from the latest issue… AN INCREASINGLY VIRTUAL WORLD Mobile internet has now firmly established itself as For example, one of Russia’s largest cosmetics a sales channel and has changed the commercial chains, Ulybka Radugi, has collaborated with landscape. more marketing technology firm Syngera to introduce affordable than ever before, the pool of digital checkouts that read facial expressions and register shoppers is growing daily. Tablet ownership has emotions more than doubled in the past year, rising from 11% historical purchase data, Ulybka Radugi is able Q1 2012 to 24% Q1 2013, and with the number of to launch customised campaigns and targeted digital touchpoints opening up, there are a growing promotions. With digital devices now of shoppers. Combining this with number of ways to influence shoppers. They now have access to so much more choice than ever Beyond the store, German retailer Upcload has before, whether it’s an everyday essential or a big made it possible for clients to be measured via ticket item; they can shop for anything, anytime, their webcams, thus allowing them to try on anyplace, anywhere. any garment virtually before committing to buy. Topshop also used technology to engage with their This rise in online shopping has consequently shoppers during fashion week. They gave models transformed showrooms. front-facing cameras which enabled viewers to Retailers are now merchandising less stock in a bid watch the catwalk shows live on YouTube as well to improve the shopper experience, giving rise to as following the goings-on backstage in real time omni-channel strategies that link online and the real via Instagram and Twitter. retail spaces into world together seamlessly. Furthermore, the rapid development of technology is allowing retailers to After the show, viewers could use the “Be the create fresh experiences for their customers. Buyer” app which allowed fans to create personal outfits with the pieces from the runway collection and get tips from the buyers on how to put their perfect look together. Shoppers were not only able to buy the clothes the models were wearing, but also the nail polish they were wearing too! In the grocery channel, digital mostly impacts the ‘pre-shop’ when shoppers are comparing prices, trying to save time and money.
  • 18. February 2014 The Knowledge Centre However, shoppers smartphones to are receive increasingly using Despite this, networking sites provide a platform personalised push for listening and interacting with potential notifications from apps, navigate the retail space shoppers. Coca-Cola joined Facebook in 2008 and more efficiently as well as searching out offers has generated 75 million likes in 5 years, focusing across their favourite products in a bid to achieve less on product and promotions but more on fans, greater value. Other reasons shoppers leverage leveraging ‘shareworthy’ content. digital is to get a greater understanding on product sourcing and guidance on how to achieve a healthy lifestyle. By understanding shopper needs by category, manufacturers can help make shopping trips easier by focusing mobile messaging in the right places. Price transparency too has become increasingly important with digital innovation. IGD found the main reasons for using social networks for food and grocery was to search for recipes and learn what others are saying about a product. Shoppers can compare pricing and promotions They also found that product endorsements via from one retailer to another using sites such as Facebook encouraged over 60% of people to visit MySupermarket.com, enabling them to cherrypick a brand’s page. Brands need to consider creating retailers for different categories. And what about content that is engaging and interactive; they need virtual shopping communities? They are the next to inspire, educate, entertain and provide the ability step in the pricing revolution, where people join to personalise to deepen the shopper’s level of an online group to negotiate bulk discounts. activity. Examples include Lidl, who use Facebook Examples include ‘Milk, Please!’ in Italy where local in Belgium to let customers design cupcakes on folk collaborate to buy groceries and even Tesco their page, with the three most popular creations is trialling ‘Wine Co-buys’ where the price drops going into development. when more shoppers commit to buying. Aldi also uses Facebook in the USA to invite According to IDG, 8 out of 10 shoppers use a social shoppers to take a ‘switch & save’ pledge, then be networking site; however, only a third connect entered into a draw to win $20 gift certificates. with food/grocery companies through Facebook, YouTube or Twitter. But with digital continuing to innovate at such a pace, what does the future hold?
  • 19. February 2014 The Knowledge Centre It seems there are two trends: ‘predictive analytics’ Thanks to major brand partnerships, the virtual and ‘gamification’. Predictive analytics is when products correspond to the products currently retailers leverage cognitive computing to learn and available in real stores. Another example is GoldRun, pre-empt individual’s shopping preferences and a free iPhone app launched to allow retailers to provide personalised promotions according to their deliver virtual goods and user rewards through future behaviour. This provides the opportunity social media games, guides and loyalty programs. to increase sales, reduce shipping, inventory and Their partnership with H&M allows shoppers to try supply chain costs. Amazon is one retailer already on outfits virtually and post images to Facebook to jumping on the innovation. Their model is based on create personalised ‘look books’. The app enables purchase history, cookies, surveys and generating fans to collect virtual items, snap a picture of them geo-targeted sales predictions. and receive a 10% discount off their next purchase. This creates a constant flow of products being pre-shipped towards their expected geographical destination. The final address will then be confirmed while in transit (from one hub to another). Whilst this model is still in its infancy this could be the future for pure play e-tailers. Gamification in simple terms is leveraging gameplaying to encourage engagement. But why would anyone do it? Well, because there are benefits to be had, such as added incentives, plus it’s an outstanding way to motivate consumers. In an ever-increasingly technology-fuelled existence, companies need to understand how their shoppers, brands and categories are affected by technology and develop a digital marketing strategy accordingly. Building both brand differentiation and emotional engagement to optimise the interaction will give the strategy that will succeed in a virtual world. Ultimately it aims to spark a competitive drive amongst consumers that makes content, behaviours and tasks more creative and appealing The social game Retail Therapy currently pursues the furthest-reaching concept. Here players design their own virtual store, stock it with virtual products, and hire employees. . Sarah Leccacorvi Board Account Director
  • 20. February 2014 The Knowledge Centre GROUP PR We make ads. You know that. And we like it when people say nice things about them, as they often do. Here’s the recent chatter…
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