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Augmented emotions
- 2. Digital has transformed people’s lives. Some might say for the worse. Our devices disconnecting us from the real world and from human interaction.
- 3. People don’t live in the moment any more. Everything is viewed through a digital window. Reality has become virtual. Emotion has been diminished.
- 4. You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen. Bill Bernbach “ ”
- 5. DIAL UP THE EMOTION
- 6. AUGMENTED EMOTIONS HEIGHTEN THE EXCITIMENT
- 7. Digital is breaking out from devices and turning the world around us into a digital experience. By bridging the digital and physical worlds we can enhance the emotions making something that is exciting even more amazing.
- 8. AKQA Shanghai turned a basketball court into an interactive surface for Kobe Bryant’s visit as part of the Nike Mambo campaign. Watch video
- 9. Digital is all about enabling participation and making consumers feel like they are part of the brand. Technology, if it is used correctly, is a great tool to create emotional engagement.
- 10. In today’s digital world, people want total access to a brand, across any device, anywhere or any time, customer need to experience exactly the same feeling. So brands have started looking for new ways to engage with their fans. Watch video
- 12. AUGMENTED EMOTIONS THE SENSE OF WONDER
- 13. Technology has made everything so easy. The amazing becomes everyday and ordinary. When a new iPhone comes out so many people moan about it because there is no leap beyond their imagination. Yet digital can help stir up emotions about something we take for granted.
- 14. It's so easy and cheap to fly we not longer find air travel amazing. British Airways did an inspiring campaign in London that brought back this sense of wonder and emotion to air travel. Watch video
- 15. Fall in love with nature Upcoming interactive installation project in Shanghai by Baris Gencel.
- 16. INSPIRATION
- 17. CONCEPTUAL SKETCHES AND RENDERINGS
- 18. REFERENCES
- 19. IMMERSION
- 20. EXPERIENCES • Depth sensor cameras will allow users interact with digital content by capturing hand movements. Aurora type light effects and butterflies will swirl with hand movement. • Custom made breath sensing panels will allow users interact with digital content by blowing to pollens and flowers. Like in real life what happens with wind, we are creating the same experience with help of sensors. • Smoke filled bubbles, actual scent, ambient sound, wind
- 21. AUGMENTED EMOTIONS FREEDOM OF EXPRESSION
- 22. In modern society (or traditional ones like China), it's hard for people to express themselves or display real individuality, digital platforms can be a safe way to voice out true feelings. To show the world what’s you’re feeling inside.
- 23. Google allowed some of the most passionate foreign Manchester United fans to appear at the big match virtually. The Front Row campaign live streamed their reactions to pitch-side LED screens using Google + Hangouts even though they were on the other side of the world. Watch video
- 24. Because many Chinese consumers find it hard to express themselves, the relationship they have with social media is more emotional compared to the western world.
- 25. WeChat is not just a messaging platform - it is all about life!
- 26. Women in China have to live up to many expectations and rarely get to make their own choices. Pantene decided that these independent-minded women deserved to be praised for being brave enough to walk their own path.
- 28. AUGMENTED EMOTIONS THE POWER OF FEAR
- 29. When you want to make people change behavior and potentially save their lives there is nothing more powerful than dialing up the fear factor.
- 30. Famous for their life jackets, Guy Cotton wanted to show people exactly how it feels if you forget to wear one when you take a trip out to sea… Watch video
- 31. Save the Children found a way to overcome charity fatigue by triggering emotions and bringing home the reality of the plight of Syria’s youngsters. Watch video
- 32. AUGMENTED EMOTIONS BATTLE AGAINST NEGATIVITY
- 33. One of the down sides of digital is giving everyone the power to put people down. Negativity is a serious problem especially amongst young people experiencing cyber bullying. But many brands are fighting back, taking the negatives and owning them. Transparency and truth can be a powerful weapon.
- 34. Under Armour - I will what I want Droga5 invited Gisele Bundchen to face the harshest of online critics and trolls, revealing their negative comments on the walls of the gym where she kicked ass while working out wearing Under Armour gear. Watch video
- 35. Dove has been battling negativity for years with their campaign for real beauty. Two years ago they won every advertising award festival with this campaign that showed women that they are more beautiful than they think. Watch video
- 36. WARNING Your campaign has been hacked. Imitation (or parody) is the sincerest form of flattery. Watch video
- 37. SEDUCTION VS. REPETITION Today, especially online, people can choose whether to see ads or not. Brands need to make their stories more emotionally engaging than ever before. They need to engage consumers emotionally. Brands need to give consumers a reason to listen to their message. This is about seduction – not repetition. So content becomes much more important.
- 38. BRINGING PEOPLE TOGETHER Brands can connect with consumers through digital channels, but technology can also bring people together in the physical world too! Watch video
- 39. Creative and technology can augment emotions in surprising ways. But what truly makes us human is real life connections.
- 40. Thank you Now switch off and do something real…
Editor's Notes
- Introduce ourselves
- RATIONAL + EMOTIONAL
- In this presentation we want you to experience every emotion, joy, sadness, excitement, fear.
- Engaging with a brand in a way that shows our friends a different side will continue to be a powerful way to build brand appeal. It’s going to become more challenging to attract participants. We need to think bigger and bolder.
- Tomorrow we will engage with customers from the inside out, enabling them to dial up real emotions that they can then share with the world.
- One of the reason perhaps for the success of Wechat also relates to this emotional engagement with safe self expression where you can decide who you can see your likes or posts or just limited groups. Facebook doesn't know where you are going to eat, or what food you are looking at!
- Today, especially online, most of the time people can choose whether to see ads or not. Brands therefore need to make their stories more emotionally engaging than ever before. They need to engage consumers emotionally. Brands need to give consumers a reason to listen to our message. This is about seduction – not repetition. So content becomes much more important.
- One of the problem brands fall behind is Digital marketing. Actually marketing in digital world-, it is marketing in digital world, we should never forget about fundamentals and basics of marketing but need to find ways to implement in digital world. And while doing this please brands and advertising professionals try to use technology to bring people together - following is duracell video
- While digital can help us experience more emotion let’s never forget that real life is what really matters.