Heineken - 'The Club of Tomorrow'

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  • HENK
  • TOM
  • Heineken - 'The Club of Tomorrow'

    1. 1. Consumerinsights inspirethe nightlifeexperience oftomorrow Tom De RuyckHead of Research Communities,InSites Consulting Henk EisingInternational Market Research Manager,Heineken International
    2. 2. The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers
    3. 3. Challenges1 Involve young designers in a vision on the future?2 Facilitate co-creation among the design team?3 Engage trendy clubbers from all over the world?4 Report findings to designers and select ideas?
    4. 4. How to create the club of tomorrow?Join forces with a multidisciplinary group of designers
    5. 5. Crowdsourcing emerging designersvia social media
    6. 6. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
    7. 7. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design team
    8. 8. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journey
    9. 9. Online Research Community
    10. 10. Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken
    11. 11. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
    12. 12. Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journeyReport the findings to the designers & select the ideas
    13. 13. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
    14. 14. The layout takes a cue fromthe nightlife journey of clubbers
    15. 15. Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journeyReport the findings to the designers & select the ideasThe result?
    16. 16. Great staffmember are criticalin shaping my night,they are the face ofthe club. Theyshould fit theidentity of the placeand radiatepositive energy,most of the time thisisn’t the case.
    17. 17. The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
    18. 18. It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget hisattention, howeverothers are beingserved before me.
    19. 19. The bar is interactive andallows you to order a beer, it evenkeeps track of who is next in line.
    20. 20. For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!
    21. 21. Leave your drink on the numbered shelfand go crazy on the dance floor.
    22. 22. When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night andshare it.
    23. 23. Clubbers are invited to express their thoughtson an origami-shaped wall.
    24. 24. Instant pictures provideyou with a tangible memoryto take home.
    25. 25. It’s awful when weget kicked outwhen the clubcloses! The leastthey could do ischeck up on us tomake sure we had agreat night, are inneed for a last drinkor a cab.
    26. 26. When it’s time to move on,a friendly concierge will guideclubbers onwards, giving directionsand arranging cabs home.
    27. 27. Challenges1 Involve young designers in a vision on the future?2 Facilitate co-creation among the design team?3 Engage trendy clubbers from all over the world?4 Report findings to designers and select ideas?
    28. 28. Market research works forcreative professionsLet’s be creative in researchcommunicationThe Heineken Concept Club @tomderuyck henk.eising@heineken.com

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