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the importance
of play
@FITCHdesign
storydoing vs storytelling
shared experiences
play as an experience
who does it well?
the commercial value of play
your un...
storytelling
brands create experiences and
communicate them to consumers
storytelling
storydoing
brands invite consumers to create
experiences together
storydoing
storydoing participatory
personal
playful
yayoi
kusama
yayoi
kusama
460 window schemes
64 countries
7 special concept stores
— selfridges’ yayoi kusama louis vuitton concept sto...
red bull
red bull conveys its story through
the creation of compelling experiences,
all carefully crafted to “give you win...
philosophy: don’t rent space at other people’s events
— create (and own) your own experiences
red bull
— a natural outgrowth of the company’s strategy: personal
interactions, athlete sponsorship, event participation
red bull
red bull
80 tv stations
50 countries
280 digital partners
52 million views
— the most-watched live stream in history
red bull
In the six months immediately
following stratos, sales rose 7%
to $1.6 billion in the U.S.
intellectual
aspirational
playful
sensory
social
physical
emotional
behavioural
shared
experiences
intellectual
aspirational
play
sensory
social
physical
emotional
behavioural
shared
experiences
play reason
learning
as kids
reasonplay
learning
as adults
play reason
what about
kidults?
play has commercial value
to businesses and brands
to sell products and services
happiness
creativity
innovation
learning
play can unlock:
happiness
creativity
innovation
learning
play can unlock:
happiness
creativity
innovation
learning
play can unlock:
happiness
creativity
innovation
learning
play can unlock:
coca cola
hello happiness
play happiness
dell
technology park
play happiness
play creativity
bmw + guggenheim
the lab
play creativity
lego
play well
play innovation
box park dubai
revolutionary retail
play innovation
pirch
how to live, not what to buy
play learning
metro trains melbourne
dumb ways to die
play learning
asian paints
colour confidence
play
commercial value
to your business
story doing
some of the most successful businesses
we know today adopted the concept of play
more than a century ago
the theatre of retail
mr harry gordon selfridge
1909
selfridges
1909
selfridges
today
selfridges is not just about
playful experiences
bold thinking
seamless experience
we create what we call your
unique ‘experience signature’
we believe if your brand
is your essence...
then your experience signature
is your presence.
what is your
experience signature?
thank you
what is your
experience signature?
@FITCHdesign
The Importance of Play
The Importance of Play
The Importance of Play
The Importance of Play
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The Importance of Play

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Consumers are shaping the way we shop like never before with their desire to explore, learn, experiment and communicate, pushing brands to connect with some of the most vital elements of human nature.

Explore the power of brands that turn storytelling into 'story doing' giving customers the freedom to create their own experience alongside the brand. This increases interaction and reinforces trust and loyalty, turning the serious business of shopping into the serious business of play.

Published in: Marketing

The Importance of Play

  1. 1. the importance of play @FITCHdesign
  2. 2. storydoing vs storytelling shared experiences play as an experience who does it well? the commercial value of play your unique experience signature
  3. 3. storytelling
  4. 4. brands create experiences and communicate them to consumers storytelling
  5. 5. storydoing
  6. 6. brands invite consumers to create experiences together storydoing
  7. 7. storydoing participatory personal playful
  8. 8. yayoi kusama
  9. 9. yayoi kusama 460 window schemes 64 countries 7 special concept stores — selfridges’ yayoi kusama louis vuitton concept store repeatedly sold out of pieces from the collection
  10. 10. red bull red bull conveys its story through the creation of compelling experiences, all carefully crafted to “give you wings”
  11. 11. philosophy: don’t rent space at other people’s events — create (and own) your own experiences red bull
  12. 12. — a natural outgrowth of the company’s strategy: personal interactions, athlete sponsorship, event participation red bull
  13. 13. red bull 80 tv stations 50 countries 280 digital partners 52 million views — the most-watched live stream in history
  14. 14. red bull In the six months immediately following stratos, sales rose 7% to $1.6 billion in the U.S.
  15. 15. intellectual aspirational playful sensory social physical emotional behavioural shared experiences
  16. 16. intellectual aspirational play sensory social physical emotional behavioural shared experiences
  17. 17. play reason learning as kids
  18. 18. reasonplay learning as adults
  19. 19. play reason what about kidults?
  20. 20. play has commercial value to businesses and brands to sell products and services
  21. 21. happiness creativity innovation learning play can unlock:
  22. 22. happiness creativity innovation learning play can unlock:
  23. 23. happiness creativity innovation learning play can unlock:
  24. 24. happiness creativity innovation learning play can unlock:
  25. 25. coca cola hello happiness play happiness
  26. 26. dell technology park play happiness
  27. 27. play creativity bmw + guggenheim the lab
  28. 28. play creativity lego play well
  29. 29. play innovation box park dubai revolutionary retail
  30. 30. play innovation pirch how to live, not what to buy
  31. 31. play learning metro trains melbourne dumb ways to die
  32. 32. play learning asian paints colour confidence
  33. 33. play commercial value to your business story doing
  34. 34. some of the most successful businesses we know today adopted the concept of play more than a century ago
  35. 35. the theatre of retail mr harry gordon selfridge 1909
  36. 36. selfridges 1909
  37. 37. selfridges today
  38. 38. selfridges is not just about playful experiences
  39. 39. bold thinking seamless experience
  40. 40. we create what we call your unique ‘experience signature’
  41. 41. we believe if your brand is your essence...
  42. 42. then your experience signature is your presence.
  43. 43. what is your experience signature?
  44. 44. thank you what is your experience signature? @FITCHdesign

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