4. NORD DDB
ARE +400
CONNECTED
SPECIALIST CONTEN
T AND
SOCIAL
MEDIA
DIGITAL
STRATE
GIST
GROWTH
MANAGE
RS
INNOVATI
ON &
PROTOTY
PING
DESIGN
DIRECTO
RS
COPY
WRITERS
ACCOUN
T
DIRECTO
RS
UX
DESIGNE
RS
CONCEP
T
DIRECTO
RS
STRATE
GIC
PLANNIN
G
MOTION
DESIGNE
RS
DIGITAL
DESIGNE
RS
DIGITAL
DIRECTO
RS
DIGITAL
LEADER
SHIP
CREATIV
E
DIRECTO
RS
CRM
DIRECTO
R
ART
DIRECTO
R
ACCOUN
T
MANAGE
RS
PHOTOS
HOP
ARTIST
MEDIA
STRATE
GIST
PACKAGI
NG
DESIGNE
RS
PHOTOG
RAPHER
S
SOCIAL
MEDIA
EXPERTS
RETAIL
DESIGNE
RS
BRAND
STRATE
GY
IDENTITY
DESIGNE
RS
STRATE
GY
/GROWT
H
FINAL
ART
ART
BUYERS
DESIGN
STRATE
GIST
… structured bespoke based on our clients challenges,
needs and wants. From small core teams to full 360-
specialist set ups.
INTEGRATION
5.
6. OUR CLIENTS NEED GROWTH.
GROWTH THAT IS ILLOGICAL,
DISPROPORTIONATE AND NON-
LINEAR.
WHY WE EXIST
7. UNREASONABLE GROWTH CAN
ONLY BE UNLOCKED BY
REACHING PEOPLE. AND PEOPLE
BEHAVE EMOTIONALLY AND ACT
IRRATIONALLY.
WHY WE DO IT
13. HOWEVER, OUR UNDERSTANDING
OF PEOPLE AND CULTURE NEEDS
TO BE COMBINED WITH A DEEP AND
TRUE UNDERSTANDING OF OUR
CLIENTS EVERYDAY NEEDS AND
BUSINESS CHALLENGES.
WHY WE CAN DO IT
14.
15. PEOPLE & CULTURAL INSIGHTS
IMPACTS EVERYTHING FROM BRAND
STRATEGY TO THE LATEST MEME.
MEGA/
MACRO
MICRO
NANO
TRENDSPEOPLE
ATTITUDES & VALUES
NEEDS
ASSOCIATIONS
BEHAVIOUR
BRAND STRATEGY
COMMS CONCEPTS
CAMPAIGNS
ACTIVATIONS
IMPACTS
+
21. What do we do?
COMMERCIALLY INTERESTING
TARGET GROUPS AND WHAT MAKES
THEM TICK
BRAND WORLDS, PRODUCT CONCEPTS,
SERVICE DESIGN, INNOVATION, AND
PROTOTYPING.
THAT CREATES COHERENT
POWERFUL AND RECOGNISABLE
INTERACTIONS AND EXPERIENCES
WITH THE BRAND ACROSS ALL
TOUCHPOINTS.
22.
23.
24. PEOPLE/PRODUCT - FINDING THE SWEET SPOT
PRODUCT
WHAT WE WANT
TO SELL
#1
INSIDE-OUT
PRODUCT
PURPOSE
VALUES
#2
OUTSIDE-IN
DRIVERS
NEEDS
ATTITUDES
& VALUES
PEOPLE
WHAT MAKES
THEM TICK?
BRAND
ROLE
25. PEOPLE/PRODUCT - FINDING THE SWEET SPOT
SIMPLIFIED BUYING EXPERIENCE
WITH AN EXPRESSED WISH
TO CHALLENGE THE CATEGORY
#2
OUTSIDE-IN
DRIVERS
NEEDS
ATTITUDES
& VALUES
PEOPLE
WHAT MAKES
THEM TICK?
BRAND
ROLE
26. PEOPLE/PRODUCT - FINDING THE SWEET SPOT
SIMPLIFIED BUYING EXPERIENCE
WITH AN EXPRESSED WISH
TO CHALLENGE THE CATEGORY
CONVENIENT
PLEASURABLE E-SHOPPING
WITH AN EXPLICIT DISTRUST
(AND HATE) OF THE BANKING
SECTOR.
BRAND
ROLE
50. IN A CATEGORY PREDOMINANTLY
DRIVEN BY PRICE, VATTENFALL NEEDS
TO BREAK OUT OF THE CATEGORY
MOLD OF HAPPY FAMILIES AND
CHILDREN HUGGING TREES.
51.
52. ”UNBURDENING US FROM THE
FEELING OF SOLE RESPONSIBILITY
TO ADRESS CLIMATE CHANGE”:
53.
54. Confidentiality – Critical (C4), High (C3), Medium (C2), None (C1)
2019-02-28
Confidentiality – Critical (C4), High (C3), Medium (C2), None (C1)
2019-02-28
54
Intro
Intro Searching 3 split
Searching
55. Making climate change emotional
58% of all kids 6-16 worry about climate change
Climate change is the #6 biggest worry,
But #2 worry that isn’t ”a personal / own environment” worry
Amongst 12-16 year olds, climate change is the #3 biggest worry
Editor's Notes
Oavsett vad som skall skapas för Klarna; smidiga check-out-flöden, reklamfilmer, inredning i deras kontor eller nya tjänster och appar så finns nu ett komplett toolkit anpassat för en modern produkt.
Här finns allt som behövs och allt är grundat i att fungera i kärnprodukten. Färger har valts utefter hur de fungerar på både nya och gamla mobilskärmar, symboler har fått väldigt mycket kärlek då en produkt av denna typ kräver det och de blir väldigt viktiga identitetsbärare.
Vi tog till och med fram ett “motion id” som dokumenterar rörelser vid animationer och interaktioner. Hur det ska “kännas” att interagera med Klarna. Allt för att skapa en så stringent upplevelse som möjligt.
Logotypen var den viktigaste delen att börja med. Modern, tidlös, Impact i stor storlek - Funktionell i små storlekar
Klarna. Punkt. Självsäker
Logolimpan är den viktigaste touchpointen. Här väljer man Klarna.
Tydligt sticka ut bland andra betalalternativ. Behålla blå uteslutet. Rosa var ledigt.
En annan variant är kreditkortslogotyper. Här gör det rosa ännu bättre jobb
Smoooth tonalitet
Smoooth tonalitet
Smoooth tonalitet
Smoooth tonalitet
Smoooth tonalitet
Extremt många touchpoints. Allt ifrån designen av produkten, tonalitet i skrift, appdesign, bilder, filmer, hemsida, sociala medier till stickers
Before we start we need to think about safety: emergency exits, assembly point.
Please also put away your phones and computers - we would really like to score 100% on awareness over the whole session.
The Communication Academy is an ongoing training program for Staff Function Communications created by colleagues in Communication. The team for today’s session consists of me, Dan, Thea Allgulander, Anita Bos and Carole Lindmark who will all be helping out during the day taking questions etc.
Today we also have lots of guest and a really interesting mix of people, we have Vattenfall colleagues from many parts of the business and also a range of partners from our agencies outside the company.
On stage we have four excellent speakers and true experts of their fields. I have had the fortune to listened to them in the past and it feels really good to present to you: Andreas Dahlqvist, Michael Hollesen and Linnea Lofjord from our advertising agency DDB and Hans Iwarsson from our partner in sound development: Plan8.
And with that I turn over to you Michael who will kick off todays session!