1.
HAPPY SUMMER2020 – COVID19
BESPOKEBRAND EXPERIENCES

2.
Creating SMILES is a moral duty,
especially in Corona recovery times

3.
BUTIK’s Corona Smiles
checklist
Safeness1
Wellness2
Togetherness3
Supportiveness4

4.
More than ever …
BRAND SALIENCE
To bring your brand into the conversation
And create influence in a non commercial way on consumer decision
making
To attract the loyalty switchers with bespoke distinctiveness
Source: How brands

5.
Before Corona
BRAND SALIENCE
was mainly created by
(LIVE) BRAND EXPERIENCE

6.
2020 The breakthrough of
“digital replacing
physical”
fun experiencesONLINE APERO ONLINE SPORTS ONLINE PARTY ONLINE TV
SHOWS

7.
But nothing beats the real
world where you feel
the energy of the
experience

8.
No
worries,
there
will be
an after

9.
But it will be another social
distance world

10.
Physical contact will never be

11.
we will extend our
#staycation
in
local community,
nature & urban
You are not alone

12.
Source: Steven Van Belleghem
We need mental health
treatments

13.
We are moving towards…
REAL, DEEP & SELECTIVE
SOCIAL CONNECTIONS

14.
It all started with that one
person:
Your Corona buddy

15.
Looking forward to get
outside, but in small
groups
Source:
But everyone is looking forward to ‘returning’ to the new normal
11

16.
From digital to phygital
for close friends
Smiles over likes
Friends over followers
Kisses over X’s
Emotions over emoji’s
Conversation over comments
We are ready
We are together
A true bond
Connected through spirit
No shallowness, no time for the
superficial
We don’t need you
We need us
This is real, this is the original
We are the original
We are… the sixpack

17.
Resulting in
brand experience
revisited

18.
The renewed 2020
Brand Experience
Immersive E-mmersive
Cost efficient
Small groups
without physical 1-1 contact
Respect for the privacy & law
At home
Cost efficient
Small groups
with physical 1-1 contact
Respect for social distancing &
cleanliness
Out of home

19.
Forget your marketing agenda
Follow the agenda of the Corona
crisis

20.
BESPOKEBRAND EXPERIENCES

21.
The phases synchronise with
the search for meaning
pyramid
PHYSICAL HEALTH
HAPPINESS
MEANING
CORONA PEAK
CORONA RECOVERY
POST CORONA
Adapt the brand experience according to the needs of the individual during the
health crisis.
1
2
3

22.
Create a positive and
happy vibe during summer

23.
Human yet bespoke
brand experiences
1 Safeness: small & smart brand experiences
2
3
Wellness: good vibes for mental health
Togetherness: Interact with small intimate groups and
inspire them “to do”
4 Supportiveness: Be the helping hand and
brand

24.
At home
with
friends
Out of
home
with
friends

25.
1
At home
with friends

26.
Indirect
sampling
opportuni
ty

27.
House
Party
Truck

28.
STAYCATION
experiences

29.
Win your caravan for a
vacation at home
with great experiences from brands and content
such as concert, home cinema, …

30.
Artists playing on
balconies
with great experiences
from brands and
performances

31.
Events at home
real event experiences

32.
Rent a bartender

33.
Rent a mobile tap

34.
2
Out of home
with friends

35.
Belgians will spend their holiday in the own country, even in their own environment and no events will be allowed.
This means they will look for activities in their proximity.
Brands can take up the role to entertain the people and make them happy.
Summer of 2020
will be unusual

36.
Happysummer2020.be Consumers
Brands
Organisations
We create a platform

37.
These proximity brand activations can only be allowed with the following rules:
1. Physical distancing
in all non private activaties
2. Tracking & logging (public app)
3. Hand hygiene
4. Mouth masks for personnel
5. Temperature scan
6. Capacity control  queeing
Proximity brand activations

38.
Bring joy in the streets

39.
Create activities
in the city

40.
The desire
for activities in
the city

41.
Entertain the
city

42.
E-sports tournaments

43.
Balcony
concert
s

44.
Drive in movie

45.
Cycle in movie

46.
Drive in
Feesje in den Otto

47.
Smart & Small
Distinctive activations
Why not officially
re-open the benches in the city
with sampling?

48.
Target them with
Smart & Small
Summer samplings

49.
From digital
to mobile aperoLike an ice cream cart driving
through the streets
And stopping in the parcs
We look for friend groups
We sell / sample mocktails
With a routing and planning that
we communicate.

50.
Terrace extensions for
local horeca with
limited capacity
In public spaces we install extra chairs
and tables
with Deliveroo for food, great experiences
from brands and content such as concert,

51.
Door to door sampling

52.
Innovation
in
execution
CONSUMERS LOOK TO BE PROTECTED, IN BOTH A REACTIVE AND PROACTIVE WAY
Not all of this is good for the environment
CONSUMERS ARE LOOKING FOR PROTECTION PREVENTION IS BETTER THAN CURE
• A huge interest in building up immune systems
WATCH OUT : CONSUMERS RESORT TO
PLASTIC AS PREVENTATIVE MEASURE
… AND WILL HAVE A LONG LASTING
IMPACT ON CONSUMER BEHAVIOUR
Users increased use of online payment, less cash
*data for PhonePe, UPI app in India
• Limited capacity
• Social distancing
• Contactless Culture
• Etiquette
• Cleanliness
• Untouched by human hands
IMPACT ON CONSUMER BEHAVIOUR
Users increased use of online payment, less cash
*data for PhonePe, UPI app in India

53.
Safe screens

54.
Care for youth
organisations
Small event partnerships
Utilities sponsorship:
• Thermometer
• Heat meters
• Handgels
Product sponsorship: