Latest consumer trends 2011

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Through our network and panel of Trend Hunters we’ve identified three consumer trends that are gaining momentum in 2011: planned spontaneity, making the mundane fun & the new community. …

Through our network and panel of Trend Hunters we’ve identified three consumer trends that are gaining momentum in 2011: planned spontaneity, making the mundane fun & the new community.

Our slide presentation outlines these trends, showing how brands are already responding and providing tips on how to get involved in order to build a stronger relationship with your target audience.

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  • 1. The Lounge Group Latest Trends 2011
  • 2. Who we areWe are a creativecommunications agencywith a unique network of10,000 consumers at ourheart.We specialise in consumerinsight, brand strategy andbelow the line with a focus onexperiential and social media. theloungegroup.com
  • 3. LatestTrends 2011THROUGH OUR NETWORK AND TREND HUNTERS WEHAVE IDENTIFIED 3 CONSUMER TRENDS:1. PLANNED SPONTANEITY2. MAKING THE MUNDANE FUN3. THE NEW COMMUNITY theloungegroup.com
  • 4. Latest trend1. PLANNED SPONTANEITY theloungegroup.com
  • 5. Latest trends 20111. Planned spontaneitySince the recession consumers Brands are responding by providingare working harder and going out consumers with fun, frivolous andless often, meaning that when immersive experiences.they do go out they wantsomething different. They areincreasingly seeking exceptional,exclusive experiences.They want to do something morememorable and imaginative thanthe standard bar/pub evening out,but due to time constraints theyare looking to others to organisethese activities for them. theloungegroup.com
  • 6. Planned spontaneityABSOLUT Glimmer: LimitedEdition ExperiencesTo celebrate the launch of ABSOLUT Glimmer,ABSOLUT Vodka hosted Limited EditionExperiences that turned the ordinary into theextraordinary.Consumers navigated quirky installations,interacting with eccentric characters en route. Theexperience portrayed the brand’s personality whilstoffering opportunities to sample the product, withABSOLUT cocktails served before and after.The events were held in semi-disused buildings andthe sequence of events were deliberately disjointed.ABSOLUT created suspense, intrigue andexclusivity by restricting the information prior toevent. Publicity relied heavily on WOM creating anan exclusive feel.A Lounge Perspective...Some of the execution was a little rough around theedges but it still worked - it felt like an artistic workin progress. Each room was unique and entirelyrandom giving it a feeling of spontaneity despite theevident planning involved. theloungegroup.com
  • 7. Planned spontaneityStella Artois Black: The NightChauffeurStella Artois Black offered consumers the chance tobe part of an immersive cinematic experience as partof an on-pack promotion.Created with the theatrical company Punchdrunk,consumers became the voyeurs on a 1960s French filmNoir scenario come to life.Consumers were picked up from a bar full of French-speaking actors by a ‘chauffeur’ in a classic Citroen DS.The cinematic intrigue built as a frantic femme fatalehijacked the car, jumping behind the steering wheel andwhisking them around the backstreets of London wherethey witnessed a dramatic lovers’ tryst and were followedby a sinister vehicle.A Lounge perspective…This creative and exciting activity was well suited to StellaArtois’ alignment with film and premium brand image.However, there was minimal product placement to thepoint that the experience could have been promotingPunchdrunk instead. A few subtle touches (such as theactors drinking Stella Artois Black in bar) could havereinforced the brand presence in the experience. theloungegroup.com
  • 8. Planned spontaneityWhat does this mean for brands?1. INNOVATE by creating a unique experience that the consumer couldn’t OTHER EXAMPLES:create for themselves and unlike anything offered by traditionalentertainment. Crucially, make sure it reinforces your brand’s personality.The ABSOLUT experience and Stella’s Night Chauffeur are greatexamples of exceptional experiences, yet if the brand itself is not visiblewithin the event the risk is that the whole rationale behind it can get lost.2. FLATTER CONSUMERS WITH EXCLUSIVITY by offering a limitednumber of spaces. Strategically seed information through relevant Disappearing Dining Clubchannels in order to attract influencers and create WOM to build theprestige of attending.3. CREATE ANTICIPATION by restricting detailed information of what theexperience will involve prior to the event. But crucially make sure thatattendees are given enough practical information beforehand; fullconfirmation details, instructions on how to get there and reminders inadvance of the event. Mentos Fresh Approach: Commuting4. AMPLIFY REACH by uploading and publicising content post-event toconsumers who couldn’t get tickets through PR, blogs and integration withsocial media channels (for example video uploads relating to theexperience).5. MAKE MEMORIES: provide mementos such as photography andexclusive access to exclusive content, timed release vouchers and future Underground Rebel Bingo Clubaccess to restricted events to ensure the attendees become devotees. theloungegroup.com
  • 9. Latest trend2. MAKING THE MUNDANE FUN theloungegroup.com
  • 10. Latest trends 20112. Making the mundane funAs consumers increasingly seek new forms ofescapism they are looking to make dreary day-to-day aspects of their lives more fulfilling andentertaining, so that fun isn’t solely the preserveof nights out.Brands are tapping into this consumer desire bydelivering creative, and slightly subversive,approaches to everyday life. theloungegroup.com
  • 11. Making the mundane funCaribou Coffee Heated Bus ShelterAmerican coffee brand Caribougenerously heated up bus sheltersfor chilly commuters in Minneapolis.Ad agency Colle & McVoy created the‘oven shelter’, making a real busshelter look like a walk-in oven,complete with working grill-shapedheaters to publicise the launch ofCaribous hot Daybreaker breakfastsandwiches.A Lounge perspective...The working grill-shaped heaters and working clocks make sure that rather than justcreating something eye-catching and fun, the bus shelter genuinely improvesconsumers’ mornings. It’s a branded utility that makes mundane fun whilst respondingto a consumer need in a relevant way (hot breakfast sandwiches = staying warm). theloungegroup.com
  • 12. Making the mundane funChromaromaChromaroma is an immersive online/offline platform thattransforms the daily commute into a game.The site syncs with your Oyster card, mappingvisualisations of your journeys around London. You canjoin one of four teams of commuters and help to ‘win’stations for your team in a similar way to Foursquarewhen you swipe your Oyster card at stations. This thenacts as a virtual check-in; the team with the most check-ins at any given station ‘wins’ it.A Lounge perspective…At the moment, privacy issues could be a concern withChromaroma as you need to provide login details toyour TFL account (which can hold your address bankdetails). Potentially handing over quite a large amountof information in order to use the game could be offputting to consumers.Potential privacy issues aside, Chromaroma’stransformation of the mundane daily commute is a greatexample of ‘Third Life’ – the blurring of the boundariesbetween digital and real life’. theloungegroup.com
  • 13. Making the mundane funWhat does this mean for brands?1.  ENRICH A DAILY ACTIVITY that your target consumers OTHER EXAMPLES: are already doing, but would rather not be. Empathise with their concerns; is there a more creative or innovative way of approaching the tiresome aspects of day to day life?2.  PROVIDE A BRANDED UTILITY that makes consumers’ Dankse Bank bill paying app lives easier and more entertaining in a way that reflects your brand message.3.  IMMERSIVE GAMING provides fertile ground for brands to connect with consumers in an increasingly personal and interactive way on the go. Consider sponsoring a relevant Vaulkswagen Fun Theory app rather than creating a branded one to minimise costs and capitalise on existing momentum. Epic Win chore game mobile app theloungegroup.com
  • 14. Latest trend3. THE NEW COMMUNITY theloungegroup.com
  • 15. Latest trends 20113. The new communityThe importance of localisation is still gaining momentum. This isevidenced by hyper-local reporting (especially on Twitter), on-goingconsumer demand for locally-bought goods, the reclamation of disusedlocal spaces by artistic groups, pop-up shops and brown-field buildingprojects.There is also a resurgence in consumers getting hands on . They arelearning practical new skills and adding to their personal developmentwhilst re-connecting with the local community, taking time over theprocess and doing more for themselves in a bid to save money.Aside from the Government s Big Society , there is a bottom-up surge incollectives, and, more recently, brands using spaces to bring out asense of community and facilitate learning and togetherness. theloungegroup.com
  • 16. The new communityBoxpark pop up mallBoxpark is ‘world’s first ever pop-up mall’ planned forShoreditch, London in August 2011.It will be a shopping centre made of transported crates ontwo levels, open for five years. The crates will housetrendy boutique stores, cafes and galleries.Boxpark’s location is all important. Shoreditch is an artisticinner city hub that has become a fashionable hangout forthe city’s alternative hipster community over the past fewyears.A Lounge perspective…The back-to-basics industrial feel is relevant to thebrownfield urban location, creating a sense of authenticityand place. The mall’s empathy with its surroundings islikely to appeal to consumers disillusioned with the massmarket ubiquity of most shopping centres.The small scale of the units offers smaller, localbusinesses the opportunity to showcase their waresalongside bigger brands, democratising the retail space.Global brands too will benefit from taking up space therewith the context of the Boxpark making them appear moreapproachable and human. The mall s temporary statuscreates a buzz around visiting the mall, keeping themomentum alive around cultural events held there. theloungegroup.com
  • 17. The new communityThe People’s KitchenThe People’s Kitchen is organised around the notion ‘food bythe people for the people’ to raise awareness of food waste.Every Sunday they gather up surplus food from the communityand cook a big meal together. Anyone can join and there’smusic and free film showings.In major cities it is often difficult to get to know your neighbours;the People’s Kitchen counteracts this, bringing like-mindedlocals together around Dalston in London.A Lounge perspective…Although the People’s Kitchen has a practicalaim - raising awareness of food waste - it alsoforges relationships between strangers,allowing them to cook and eat together withouta price tag. The opportunity to socialise for freeis of course particularly appealing to consumersin the current economic climate. theloungegroup.com
  • 18. The new community What does this mean for brands?1.  SHOW YOUR HUMAN SIDE by tapping into interests and OTHER EXAMPLES: concerns relevant to local areas. Demonstrate generosity and empathy by creating relevant and sensitive campaigns that show an understanding of the issues important to specific communities.2.  EMPOWER CONSUMERS by facilitating meet ups and inspiring Levi’s Workshops communities to tell their own story. Social media groups and location-based mobile applications are powerful tools in this area.3.  ENABLE THEM TO SOCIALISE FOR FREE or a subsidised rate around shared interests relevant to your brand. Do include the brand but don’t dictate – it’s a two way dialogue. The School of Life4.  EDUCATE around a topic or concern that is relevant to your target audience and a good fit with your brand, allowing people in a local area to socialise around a shared interest whilst learning practical skills. ArtSpace LifeSpace Bristol theloungegroup.com