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HAPPY SUMMER2020 – COVID19
BESPOKEBRAND EXPERIENCES
Creating SMILES is a moral duty,
especially in Corona recovery times
BUTIK’s Corona Smiles
checklist
Safeness1
Wellness2
Togetherness3
Supportiveness4
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
Before Corona
BRAND SALIENCE
was mainly created by
(LIVE) BRAND EXPERIENCE
2020 The breakthrough of
“digital replacing
physical”
fun experiencesONLINE APERO ONLINE SPORTS ONLINE PARTY ONLINE TV
SHOWS
But nothing beats the real
world where you feel
the energy of the
experience
No
worries,
there
will be
an after
But it will be another social
distance world
Physical contact will never be
we will extend our
#staycation
in
local community,
nature & urban
You are not alone
Source: Steven Van Belleghem
We need mental health
treatments
We are moving towards…
REAL, DEEP & SELECTIVE
SOCIAL CONNECTIONS
It all started with that one
person:
Your Corona buddy
Looking forward to get
outside, but in small
groups
Source:
But everyone is looking forward to ‘returning’ to the new normal
11
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
Resulting in
brand experience
revisited
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
Forget your marketing agenda
Follow the agenda of the Corona
crisis
BESPOKEBRAND EXPERIENCES
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
Create a positive and
happy vibe during summer
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
At home
with
friends
Out of
home
with
friends
1
At home
with friends
Indirect
sampling
opportuni
ty
House
Party
Truck
STAYCATION
experiences
Win your caravan for a
vacation at home
with great experiences from brands and content
such as concert, home cinema, …
Artists playing on
balconies
with great experiences
from brands and
performances
Events at home
real event experiences
Rent a bartender
Rent a mobile tap
2
Out of home
with friends
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
Happysummer2020.be Consumers
Brands
Organisations
We create a platform
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
Bring joy in the streets
Create activities
in the city
The desire
for activities in
the city
Entertain the
city
E-sports tournaments
Balcony
concert
s
Drive in movie
Cycle in movie
Drive in
Feesje in den Otto
Smart & Small
Distinctive activations
Why not officially
re-open the benches in the city
with sampling?
Target them with
Smart & Small
Summer samplings
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.
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,
Door to door sampling
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
Safe screens
Care for youth
organisations
Small event partnerships
Utilities sponsorship:
• Thermometer
• Heat meters
• Handgels
Product sponsorship:
Butik   happy summer 2020

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Butik happy summer 2020