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Leading the Changes
Changes constantly take place        around us.You just need to catch them!
Change - its more than a trend.Its a conversion of many trends   colliding and creating a new             paradigm.
Lets get back to the future              andhave a look to some noticeable            changes.
Change @ ECO-Preoccupation          Desire of environment protectingEcology and safe lifestyle will remain the worlds most...
Trend @ RECYCLING
3                                     THE IDEA: Nike “ReUSE a                                     SHOE”                   ...
Idea @ Nike “ReUSE a SHOE”
Trend @ RECYCLING
3                                                           THE IDEA:                                                     ...
Auchan @ “Green cash-box”
Trend @ Natural products inside
3                                    THE IDEA:                                    “McDonalds fresh salads                 ...
McDonald’s @ “Fresh salads billboard”
Trend @ Planting of greenery
3                                   THE IDEA:                                   Coca-Cola / WWF “Plant                    ...
Coca-Cola / WWF @ “Plant Billboard”
Change @ Collaboration with       technologiesTechnologies have become an integral part of our lives, they    get more fri...
Trend @ Experiencing a second screen
3                                    THE IDEA: KIA - AR TVc                                    KIA create an unique       ...
Idea @ KIA - AR TV Ads
Trend @ Social by Technology
3                         THE IDEA: Nike+ fuelband                         GranataPet installed 10 billboards, when a     ...
Idea @ GranataPet “Snack Check”
Trend @ Techno-Healthy
3                           THE IDEA: Nike+ fuelband                           FuelBand tracks running, walking, dancing, ...
Idea @ Nike+ Fuelband
Trend @ Crowdsourcing
3                          THE IDEA: “My Starbucks idea”                          Customers can contact Starbucks         ...
Idea @ “My Starbucks idea”
Trend @ Crowdsourcing
3                          THE IDEA: “Alfa ideas”                          Crowdsourcing service on Alfa-bank site        ...
Idea @ “Alfa ideas”
Change @ Need for         Personalization  We live the same life, dressed in some stores,buying the same thing manufacture...
Trend @ Desire of differentiation
3                       THE IDEA:                       TV ad telling about the importance of                       person...
Idea @ “Starbucks personal touch”
Trend @ Desire to be different
3                              THE IDEA:                              Social application allowing to order a              ...
Idea @ “Personalized design card”
Thank You!
Lead the change on creative fridays
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Lead the change on creative fridays

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This presentation reveals an understanding of what changes, what role do they have on our lives and how it can be used in the construction of brand communication.

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Transcript of "Lead the change on creative fridays"

  1. 1. Leading the Changes
  2. 2. Changes constantly take place around us.You just need to catch them!
  3. 3. Change - its more than a trend.Its a conversion of many trends colliding and creating a new paradigm.
  4. 4. Lets get back to the future andhave a look to some noticeable changes.
  5. 5. Change @ ECO-Preoccupation Desire of environment protectingEcology and safe lifestyle will remain the worlds most accuratesubject for the next years. Based on their own principles, andsometimes under the pressure of the new law, manufacturersare inviting consumers to participate in ECO-activities:•Recycling and re-use•Reduction of harmful emissions to protect the environment•Planting of greenery
  6. 6. Trend @ RECYCLING
  7. 7. 3 THE IDEA: Nike “ReUSE a SHOE” Idea is to take shoes and separate the 3 main parts of the shoe and use those parts to build tracks for running, tennis courts, and 2 basketball courts. THE ROLE TO TAKE: Helping consumers recycle by taking back all old items from customers, and then actually doing something constructive with them.1THE CHANGE TO LEAD:Consumers are increasingly concerned about environmentalissues, issues of re-use and recycling of waste products, theseconcerns and needs intensified due to global economic crisis.
  8. 8. Idea @ Nike “ReUSE a SHOE”
  9. 9. Trend @ RECYCLING
  10. 10. 3 THE IDEA: Special “Green cash-box” – in the cashier, no free plastic bag. Instead, the buyer can purchase a package consisting of 40% recycled or paper bag or re-usable bag. 2 THE ROLE TO TAKE: Helping consumers to care about the environment while purchasing in Auchan stores. 1 THE CHANGE TO LEAD: Consumers are increasingly concerned about environmental issues, issues of re-use and recycling of waste products, these concerns and needs intensified due to global economic crisis.Source by - http://article.unipack.ru/39589/
  11. 11. Auchan @ “Green cash-box”
  12. 12. Trend @ Natural products inside
  13. 13. 3 THE IDEA: “McDonalds fresh salads billboard” A living-billboard on which planted the phrase "fresh salad" 2 THE ROLE TO TAKE: Show customers naturalness of the ingredients in McDonalds products.1THE CHANGE TO LEAD:Consumers are increasingly concerned about environmentalissues, issues of reuse and recycling of waste products, theseconcerns and needs intensified due to global economic crisis.
  14. 14. McDonald’s @ “Fresh salads billboard”
  15. 15. Trend @ Planting of greenery
  16. 16. 3 THE IDEA: Coca-Cola / WWF “Plant Billboard” Billboard that purifies the surrounding air. 2 THE ROLE TO TAKE: The brand cares about environmental issues, talks about these issues and actively uses natural themes in its communication.1THE CHANGE TO LEAD:To avoid the reduction of the number of plantsand trees. It causes ecological problems becauseof the lack of transformation of CO2.
  17. 17. Coca-Cola / WWF @ “Plant Billboard”
  18. 18. Change @ Collaboration with technologiesTechnologies have become an integral part of our lives, they get more friendly & intuitively understandable. We arealready empowered using those technologies: choice of films and serials, navigation, searching recipes, purchasing, recognizers of music, contacting with friends... In a near future, we will not be able to imagine our liveswithout high-technologies. This situation pushes the brands to consider this change in their products and communications.
  19. 19. Trend @ Experiencing a second screen
  20. 20. 3 THE IDEA: KIA - AR TVc KIA create an unique communication using placement on TV and mobile application with Augmented Reality. 2 THE ROLE TO TAKE: Give to consumers an opportunity to use second screen during of watching TV.1THE CHANGE TO LEAD:The vast majority of American tablet owners (88%) andsmartphone owners (86%) surveyed by Nielsen in Q4 2011said they used their device while watching TV at least onceduring a 30-day period.
  21. 21. Idea @ KIA - AR TV Ads
  22. 22. Trend @ Social by Technology
  23. 23. 3 THE IDEA: Nike+ fuelband GranataPet installed 10 billboards, when a user checked in to the billboard on Foursquare, it “dispensed” dog food into a dog bowl on the ground for four-legged friends. 2 THE ROLE TO TAKE: Give consumers the opportunity to socialize and experience new life-experience through the creation of a new situation, of consumption of the product.1THE CHANGE TO LEAD:People are actively using technology to socialize, talk about theirlocation with geo-location services, broadcast their playlists in statusof social networks and share moments of they life by using Instagram.
  24. 24. Idea @ GranataPet “Snack Check”
  25. 25. Trend @ Techno-Healthy
  26. 26. 3 THE IDEA: Nike+ fuelband FuelBand tracks running, walking, dancing, basketball - and dozens of everyday actions. It also syncs up with a motivational web and mobile experience. 2 THE ROLE TO TAKE: Give consumers the opportunity to socialize at the time of training, to share successes and compare the results with friends, to make an individual and collective training program.1THE CHANGE TO LEAD:Healthy lifestyle becoming more and more relevant today,and consumers are increasingly turning to devices for takingtheir status and progress/achievements.
  27. 27. Idea @ Nike+ Fuelband
  28. 28. Trend @ Crowdsourcing
  29. 29. 3 THE IDEA: “My Starbucks idea” Customers can contact Starbucks representatives through the community sites. The community has helped Starbucks taking into account customer feedbacks and promoting new products. 2 THE ROLE TO TAKE: Give to consumer an opportunity of self expression tool, communication channel with brand and place to raise their voice.1THE CHANGE TO LEAD:Consumers want participate in creation ofthe products/services, they want tocontribute to a common objective.
  30. 30. Idea @ “My Starbucks idea”
  31. 31. Trend @ Crowdsourcing
  32. 32. 3 THE IDEA: “Alfa ideas” Crowdsourcing service on Alfa-bank site "Alpha-Idea: We hear you!" - Develop and implement ideas to improve products and services of the Bank. 2 THE ROLE TO TAKE: Brand leads an active dialog with their customers, listens to their opinions and suggestions, implements the most successful ideas in the opinion of consumers.1THE CHANGE TO LEAD:Consumers want participate in creation ofthe products/services, they want tocontribute to a common objective.
  33. 33. Idea @ “Alfa ideas”
  34. 34. Change @ Need for Personalization We live the same life, dressed in some stores,buying the same thing manufactured in China, we travel in the same place.Every day, everybody would like to find their own individuality through their experiences
  35. 35. Trend @ Desire of differentiation
  36. 36. 3 THE IDEA: TV ad telling about the importance of personification in the modern world. The focus became the personal value of each customer and his individuality. 2 THE ROLE TO TAKE: The brand that appeals to the consumer in a personal form, emphasizing the importance and distinguishing features of each individual customer.1THE CHANGE TO LEAD:Desire to stand out in small things that give them anunderstanding of self-importance, to be a uniquecustomer
  37. 37. Idea @ “Starbucks personal touch”
  38. 38. Trend @ Desire to be different
  39. 39. 3 THE IDEA: Social application allowing to order a credit card with unique design, directly from your OK profile. You can choose any picture and create your personalized card, online. 2 THE ROLE TO TAKE: Provide an opportunity for personal expression and individualization of the product. Show that ​ the brand shares the values of its customers and ready to contribute to it.1 THE CHANGE TO LEAD: Desire to stand out in small things that give them an understanding of self-importance, to be a unique customer
  40. 40. Idea @ “Personalized design card”
  41. 41. Thank You!
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