Meaningful Advertising: Pervasive Advertising in the Experience Economy Peter van Waart, Rotterdam University of Applied S...
no escape from advertising? nobody wants to escape from meaningful  advertising! meaningful advertising ?
experience human values meaning brands, advertising
[email_address] Experience
What is Experience? [email_address] Experience = Erlebnis Meaningful Experience = Erfahrung
The Experience Economy Pine & Gilmore,  The Experience Economy , 2000. Illustration: niculina@flickr.com
Experience duration <ul><li>The experience of a hotel stay is more than just sleeping at night. Also the  phases   before ...
Human values [email_address]
Human values drive behaviour (lifestyle) <ul><li>Lifestyles  </li></ul><ul><ul><li>Play a crucial role in  people’s daily ...
Mentality® Motivaction Value-based segmentation in brand strategy
 
Find your soulmate through matching brans
Meaning
<ul><li>Human beings act toward things on the basis of the meanings  that the things have for them </li></ul><ul><li>These...
Meaningful when adapted to human values <ul><li>Needs </li></ul><ul><li>Goals </li></ul><ul><li>Motives </li></ul><ul><li>...
Meaningful brands, meaningful advertising Collected by Martien Heijmink
buy adds sell more products make profit TV industrial complex Advertising in the era of TV distribute products S. Godin.  ...
Advertising in the era of Experience Economy meaningful advertising human values brands meaning
Remember…meaning is in the mind of the beholder <ul><li>We cannot design  an  experience, but we can design  for  an exper...
Meaningful pervasive systems Those pervasive systems and applications that enhance social capital as collective goods  inv...
Orchestrating touchpoint interactions <ul><li>Powerful media constitute experiences </li></ul><ul><li>by addressing people...
Orchestrating touchpoint interactions intellect (human values) physical experience emotions <ul><li>Powerful media constit...
Example: intellectual interaction Being creative, distinct from masses
Example: emotional interaction Gust bowl Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 200...
Example: physical interaction Gestural interfaces empowering brand experience Lemmy-Boy Hoogendoorn, graduation project at...
Nike+ and iPod as meaningful brand technology
<ul><li>be of  meaning  for people with your brand </li></ul><ul><li>orchestrate touchpoints for  </li></ul><ul><li>intera...
The end and the beginning of meaningful  advertising!
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Betekenisvol Ontwerpen in de Stad: Betekenisvolle merkervaringen

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Betekenisvol Ontwerpen in de Stad: Betekenisvolle merkervaringen

  1. 1. Meaningful Advertising: Pervasive Advertising in the Experience Economy Peter van Waart, Rotterdam University of Applied Sciences Ingrid Mulder, TU Delft Workshop Betekenisvol Ontwerpen in de Stad Rotterdam, 13 november 2009
  2. 2. no escape from advertising? nobody wants to escape from meaningful advertising! meaningful advertising ?
  3. 3. experience human values meaning brands, advertising
  4. 4. [email_address] Experience
  5. 5. What is Experience? [email_address] Experience = Erlebnis Meaningful Experience = Erfahrung
  6. 6. The Experience Economy Pine & Gilmore, The Experience Economy , 2000. Illustration: niculina@flickr.com
  7. 7. Experience duration <ul><li>The experience of a hotel stay is more than just sleeping at night. Also the phases before and after are part of the experience. </li></ul><ul><li>During the experience, you interact with the product, service or brand through touchpoints . </li></ul><ul><li>What you will remember is your emotional experience . </li></ul>illustration: Anita Wheeler, Designing Brand Identity , 2006. Shedroff et.al., Making Meaning , 2006.
  8. 8. Human values [email_address]
  9. 9. Human values drive behaviour (lifestyle) <ul><li>Lifestyles </li></ul><ul><ul><li>Play a crucial role in people’s daily life . </li></ul></ul><ul><ul><li>People present themselves in social interactions through consumption of specific products (fashion, music, furniture, etc.). </li></ul></ul><ul><ul><li>Members of the same lifestle group share preferences, norms and values . </li></ul></ul>Bourdieu, Distinction , 1984.
  10. 10. Mentality® Motivaction Value-based segmentation in brand strategy
  11. 12. Find your soulmate through matching brans
  12. 13. Meaning
  13. 14. <ul><li>Human beings act toward things on the basis of the meanings that the things have for them </li></ul><ul><li>These meanings are a product of social interaction in society. </li></ul><ul><li>These meanings are modified through a process of interpretation , which each individual deploys when dealing with the things that s/he encounters. </li></ul>George H. Mead. Mind, Self and Society (1934). The Philosophy of the Act (1938). Meaning is in the mind of the beholder
  14. 15. Meaningful when adapted to human values <ul><li>Needs </li></ul><ul><li>Goals </li></ul><ul><li>Motives </li></ul><ul><li>Human values </li></ul>P. Desmet. Model of product emotions. 2002. TU Delft. Products Agents (organisations, groups, brands) Events appraisal: non-intellectual, automatic evaluation of the significance of a stimulus for one’s personal well-being ‘ the felt tendency toward anything intuitively appraised as good (benificial) or away from anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) meaningful
  15. 16. Meaningful brands, meaningful advertising Collected by Martien Heijmink
  16. 17. buy adds sell more products make profit TV industrial complex Advertising in the era of TV distribute products S. Godin. Purple Cow . 2005. persuasive advertising
  17. 18. Advertising in the era of Experience Economy meaningful advertising human values brands meaning
  18. 19. Remember…meaning is in the mind of the beholder <ul><li>We cannot design an experience, but we can design for an experience </li></ul><ul><li>Experiences evolve from the interaction between current stimuli and personal history and set of values </li></ul>
  19. 20. Meaningful pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis, in: Schifferstein et al., 2008
  20. 21. Orchestrating touchpoint interactions <ul><li>Powerful media constitute experiences </li></ul><ul><li>by addressing people’s: </li></ul><ul><ul><li>intellect </li></ul></ul><ul><ul><li>emotions </li></ul></ul><ul><ul><li>physical experiences </li></ul></ul>Highland & Yu. Communicating Inner Experience with Video Game Technology . 2008. Illustration: Sylvia Delissen. How to plug the gap between promise and proof . Graduation project, 2009.
  21. 22. Orchestrating touchpoint interactions intellect (human values) physical experience emotions <ul><li>Powerful media constitute experiences </li></ul><ul><li>by addressing people’s: </li></ul><ul><ul><li>intellect </li></ul></ul><ul><ul><li>emotions </li></ul></ul><ul><ul><li>physical experiences </li></ul></ul>
  22. 23. Example: intellectual interaction Being creative, distinct from masses
  23. 24. Example: emotional interaction Gust bowl Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003. Mothers and sons emotional connection
  24. 25. Example: physical interaction Gestural interfaces empowering brand experience Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009
  25. 26. Nike+ and iPod as meaningful brand technology
  26. 27. <ul><li>be of meaning for people with your brand </li></ul><ul><li>orchestrate touchpoints for </li></ul><ul><li>interaction with and between people </li></ul><ul><li>let touchpoints address people at an intellectual, emotional and physical level </li></ul>Meaningful advertising
  27. 28. The end and the beginning of meaningful advertising!
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