Creating Engaging Brands at VIACOM Identify 12

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  1. 1. Out March 2013
  2. 2. Peter Arnell
  3. 3. + 170K views(youtube,Vimeo)+ 200 blogs(mashablepsfk, )
  4. 4. NIGHTLIFE +DESIGN =PROGRESSIVE =HEINEKEN
  5. 5. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
  6. 6. Crowdsourcing emerging designersvia social media
  7. 7. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
  8. 8. Designers get their inspiration fromlife in the city, the club scene,each other, their expert coaches,the Heineken brand and of courseclubbers!
  9. 9. How to create the club of tomorrow?Join forces with a multidisciplinarygroup of designersConnect with clubbers and understandtheir journey
  10. 10. Understanding the journey of clubbers120 20Clubbingdesign-savvyPARTICIPANTS COUNTRIESHeineken
  11. 11. The Heineken concept club communityClubbing experience Role of clubbing Review of thenightlife experience Ideal experience
  12. 12. How to create the club of tomorrow?Join forces with a multidisciplinarygroup of designersConnect with clubbers and understandtheir journeyApproach the nightlife experience asservice design
  13. 13. Connecting DiscoveringGetting a drinkDancingCooling down Ending the night
  14. 14. The layout takes a cue fromthe nightlife journey of clubbers
  15. 15. The origami element at the entrance links the outside tothe inside of the club and hints at the interior design.
  16. 16. The staff is dressed in vibrant futuristicoutfits,in line with the Changing perspectives theme of the club.
  17. 17. The biggest video bottle wall in the world reacts on soundand features live images of the clubbers.
  18. 18. The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
  19. 19. The interactive bar surface entertains and connectspeople in playful ways.
  20. 20. The limited edition bottle alters its appearanceunder different types of light and is accompaniedby origami serving trays and openers.
  21. 21. Leave your drink on the numbered shelfand go crazy on the dance floor.
  22. 22. Instant pictures provideyou with a tangible memoryto take home.
  23. 23. Joeri Van den Berghco-founder & gen Y expertmarketing author http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com
  24. 24. Joeri Van den Berghco-founder & gen Y expertmarketing author http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com