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Darren Watson Executive Creative Director
#FITCH_Emotion
#Adfest2016
Join in the conversation:
© Daniel Serva
@FITCHdesign
@watsoneast
The Rollercoaster of emotions Why do we have emotions? The ‘big disruption’ – 21st Century impact Why emotions matter in experiences Who’s using emotions in experiences well How we all can enjoy the ride
Why do we have emotions?
Human beings are one of the most complex of all animals
© Daniel Serva
© Andrea Rossato
They are part of what makes humans, human.
Emotions make us unpredictable, impulsive and endlessly interesting.
Emotions play a crucial role
helping to understand
the world
learn about and trust new things
make decisions and take action
Mountain slide, Switzerland
Smiler rollercoaster at Alton Towers UK
pay to turn fear into pride Emotions cause us to
The are not always easy to control What do we do after a hard day?
They make us who we are. Feel like an athlete…
Nike store NY
Feel unique…
Mini not normal campaign
Evoke important memories.
Everyday it feels like we go through hundreds of emotions. According to science it’s not that complex, not by a long shot…
4 ‘mother emotions’
Source: Institute of Neuroscience and Psychology, University of Psychology of Glasgow. Fractl – emotion research 2014
happy Makes us want to share
sad Helps us connect and empathize
afraid Makes us need something to cling to
angry Makes us more stubborn
Source: Institute of Neuroscience and Psychology, University of Psychology of Glasgow
Whisked up into a myriad of ‘emotional stews’.
We feel first. Think second.
Source: Buyology by Martin Lindstrom
The emotional brain processes information 5 X faster 90% of purchase decisions are subconscious 70% of all purchases are emotional
Without emotions our lives would be incomplete
The big disruption 21st century impact
OUR WORLD WILL CHANGE MORE IN THE NEXT 5 YEARS THAN IN THE LAST 50
NO ORDINARY DISRUPTION
65 million!
Source: McKinsey & Company: The four global forces breaking all the trends
By 2035 in China, those aged 60 and over
larger than the entire US population
AGING POPULATION URBANIZATION
Average rise in urban population every year
Number of years to reach 50m users
38 4 1
TECHNOLOGY
Source: McKinsey & Company: The four global forces breaking all the trends
NO ORDINARY DISRUPTION GLOBAL CONNECTIONS
500x!Increase in global online traffic
from 2000 to 2012
INDUSTRIAL REVOLUTION X 300
WE ARE LIVING IN A TIME OF DISCONTINOUS CHANGE
Source: McKinsey & Company: The four global forces breaking all the trends
A new social generation of people.
More informed and connected, less loyal and dictating how they engage with brands.
Living in times of abundance… Information and choice fatigue
…and scarcity value of time disappearing resources
Vitalityair – bottled Canadian air
Gen Z
Live for now Grew up with touchscreens New digital tools to filter
Gen Y
Live once Grew up with computers Facebook moments
Source: Wellbeing in the US 2015, San Diego University
21st century survival mechanisms
Same a&en(on (me span as this fella
that’s less than the attention span of this guy
…an evolved 8 second filter
Source: National Center for Biotechnology, US The Associated Press, 2015
Live for now
The digitally powered social age has set a strong culture of individuality while still maintaining a longing for belonging.
Products
Possessions
Extrinsic
Fractured
Source: FITCH Gen Z report 2014
– stories ‘social currency’
– memories ‘experience seeking’
– intrinsic motivations ‘what I want to achieve’
– seamless ‘continuous’ world
Shifting expectations.
Nike Find your Greatness by Wieden + Kennedy
Focus on the individual who they are and what they value
Nike run San Francisco
Wanting a relationship built on what they want to achieve
200m Number of fans Nike connects every day in dialogue around
achieving through sports and movement.
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Achieving Post-purchase using product or service
Continuous Consumer
FITCH Joy of Shopping research
‘no looking back’ - incremental gains towards achieving
The big misfit: Continuous consumers Living in a time of Discontinuous change
Emotional rewiring needed: emotional impact continuous experiences
Why emotions in experiences matter
‘Experiences’ trump ‘things’ Amongst a deluge of worldly concerns and fatigue of material pursuits
Source Boston Consulting group Millennials report 2014
78% Millenials would rather spend on experience over material posessions
’OK isn't OK’ for experiences anymore Rise of self-service and technology advancements push expectations of experience.
Netflix and chill button
Experiences are ‘emotional responses’ to moments in our lives
8 in 10 Millenials say best memories come from an
experience they participated in
can be shared entirely personal no two the same…
Source Boston Consulting group Millennials report 2014
© First kiss Melissa Coker
Personal experiences First kiss…
© NK Guy Burning Man
Shared experiences Burning man festival…
Ultraviolet Shanghai
Paid for experiences Dinner at a Michelin starred restaurant…
For people
Shift from material possessions
to a ‘wealth of experience’
For brands
Shift from share of wallet – share of voice
Source The ultimate marketing machine, HBR 2015
to a ‘share of experience’
High performing brands moving to share of experience
High emotional experience High performance
Source The Value of Customer Experience, Quantified 2014 HBR 2014
74% more loyal 2.4 x revenue per consumer Satisfied consumers = higher share price
Who’s using emotions in experiences well?
Disruptive brands are taking advantage of these volatile times and addressing issues of our time.
Rapid change = rewire opportunity
80% Of people see brands
as most trusted to improve economic and
social conditions
Building a belief that brands are best placed to improve living
Source Edelman trust barometer 2016
(and have the financial power to do it)
Superbrands
relationship needs to be built on generosity
Generous brands ™
Free basics
© Tim Lahan
A winner takes all dynamic
People can spot non-generous behavior a mile away
The fine line.
A rock-like consistency and human-like personality that people can depend on
1974 message from Lego… …2000’s
Lego advertisement by Brunner
Wearing their emotions on their sleeves
Toys - improved relationship between parent and child
Wearing their emotions on their sleeves
Detergent – highlighting challenges faced by women
Share the load by BBDO Mumbai
Wearing their emotions on their sleeves
Search engine - wisdom
Reunion by Ogilvy India
Wearing their emotions on their sleeves
Whisky – celebrating the human spirit
Keep the fire alive by
Wearing their emotions on their sleeves
Refreshment – happiness, a simple pleasure
Teach the world to sing by McCann Erickson
How brands and creatives can "enjoy the ride
Forget Omni-channel
?
The emotional rollercoaster How do we enjoy the ride?
Brands
1. Respond to what people want to achieve
The emotional rollercoaster How do we enjoy the ride?
Brands
2. Stage their story – ‘storydoing’ Create content rock stars Their journey, active participation sharing meaningful and memorable stories
Gopro adventure in life in 4K
Physical
Human
Digital
Touch points not channels Think PHD Combine physical, human and digital
3. Right place
Brands
4. Right time ‘spend time’ Major moments of enhanced sensory experiences Starbucks ‘Willy Wonka of coffee’
Put in dining in field image
Surprise the senses High engagement Breaks down complexity builds emotional engagement
House of Bols, Amsterdam
4. Right time ‘spend time’
Turn fear into pride With the ‘power of play’ Floor disappears forcing people to climb the walls
North Face store, South Korea
4. Right time ‘spend time’
4. Right time ‘save time’ ‘Micro moments’ of novel ultra-convenience
Dominos Pizza Anyware
5.Coach the coaches, get the crowd Understand level of confidence Turn off fears of colour when decorating Step on a colour, see it transform space
Asian Paints Colour experience, India
5. Coach the coaches, get the crowd The confident coaches the newbie Experience as a learning platform guided by more confident consumers
VIVID Homes, China
The emotional rollercoaster How we enjoy the ride – Continuous experiences
1. Respond to ‘what they want to achieve’ 2. Stage their story – ‘storydoing’ 3. The right place – ‘PHD touch points’ 4. The right time – ‘Spend time and save time’ moments 5. ‘Coach the coaches’ to get the crowd
Celebrate the emotional rollercoaster Nike Rise China
Nike Rise, AKQA
Excitement and anticipation Recruiting from millions of aspirers personal stories
Fear of not being selected Getting up and close with competitors
Bonding highs and lows as a team Training pain and team creation with Pro coaches
Amplify the hopes and fears of failing Train and do drills like the stars Create the theatre to feel like a hero
Celebrate and share the journey and achievement Energy of the emotional finale shared as a team
Journey as a personal story how do we make it responsive?
Aspiration
Fear of being cut
Bonding highs and lows
Amplified hopes and fears
Celebrate and share
The emotional rollercoaster ‘sweet spot’
Brands
SOURCE: Cisco, McKinsey Global Institute analysis, Telefonica research 2015
Making it more personal, convenient and responsive.
Enhanced world of ‘bits and bots’
40% Of all global connections
will be machine-to-machine by 2020
Brands
83% Accuracy rate on
wether user is bored whilst on mobile
Cogni Toys
Enhanced world of ‘bits and bots’ Experiences that evolve with people
EQ + IQ = ‘Human natured’ experiences Emulate to an extent the way human senses work to respond Creating emotional delight against motivations
FITCH prototype spatial sensor system with Microsoft
The emotional rollercoaster Enjoy the ride – human natured experiences
Brands
What we want to achieve
respond to emotions
Continuous experiences keeping us in the
sweet spot
The emotional rollercoaster Enjoy the ride – human natured experiences
Brands
#FITCH_Emotion
#ADFEST2016
Thanks for listening
www.slideshare.net /FITCH_design
@FITCHdesign
@watsoneast
Darren Watson Executive Creative Director
Come and enjoy the ride Thursday 17th March 10:45 – 13:00
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