BITE VOL1

HUMANISING TECHNOLOGY

Issue 14 | August 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Driven by data: Spotify predict the mood of the nation and Exqinox take members on

One. Wild. Ride.

5-7 Music to their ears: Coca Cola make a truly global anthem and Red Bull turn the

London Eye into 30 nightclubs.

8-10 What mums want: Persil asks mums to ‘Pop, Pour, Rub’ and Pampers savours

those Pooface moments.

TO GET YOU THINKING

11 Fuel your imagination: Ferrari design a spaceship and Schiphol Airport let

you see what happens to your bag once it’s checked in.

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This is no trend for the weak. Be prepared to get personal and go faster, harder and longer than ever before. Are you in?

Developments in mobile and wearable tech are helping consumers to record, save, track, and monitor activities from the kilometres we run, to the food we eat and the money we spend. We become invested in our chosen devices and applications, willing to give up personal data in exchange for education, inspiration and motivation.

Personal data is a powerful commodity. Smart brands are finding new ways to work with technology, with the aim of inspiring an increased level of customer engagement. We’re seeing more brands using data as a catalyst for creativity, a way of forging new conversations and brand loyalty.

Nike+ inspired a new generation of personal fitness tools. At the end of 2014 they combined individual Nike+ data with animations by illustrator McBess to create 100,000 personalised films for its users. The campaign, created by AKQA, offered a recap of 2014 achievements and inspiration for training in the new year.

It’s an example of traditional craft being used in combination with data to strengthen the brand message and customer relationship.

Data has not killed creativity, it has only broadened its horizons. More brands are using data to inspire some of their most engaging, personal and motivational campaigns.

Read on for examples…

DRIVEN BY DATA

DRIVEN BY DATAHow a creative use of data can motivate your customers

By Kara Melchers

1.7Monline views

12% increase in sales

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DRIVEN BY DATALUCOZADE PROVE THEY CAN HYDRATE IN THE JUNGLE

Lucozade Sport needed to rebuild their credibility within the sports drinks category by demonstrating the truth of the product benefits. The FIFA World Cup in Brazil was the perfect opportunity.

The Lucozade Sport Conditions Zone was a unique, state of the art, 5-a-side football and sports science venue that replicated the searing 32-degree heat and 76% humidity jungle conditions that the England team faced. Lucozade is designed to rehydrate and refuel athletes to help maintain peak performance, this would be the perfect product test.

Data from thousands of players was analysed before, during and after the games: Hydration levels, heart rate, core body temperature, sweat lost and distance run. They could access their stats at any time via special interactive screens, compare them with other players and teams or share them directly to social networks. The data enables players to see the difference Lucozade Sport made to their performance. This prompted 300,000 brand interactions and helped bring hydration and the science of Lucozade Sport to the heart of the conversation.

Agency: Grey London

THE PURSUIT BY EXQINOX IS ONE. WILD. RIDE.Premium fitness club Equinox uses in-studio data to create an immersive

cycling experience for their members. Each bike is connected to its rider and generates over 500,000 data records in every class. These are visualised

on interactive studio screens in real-time and can be downloaded to the riders’ personal activity webpage or smartphone app. This visualisation

of data helps to motivate and inspire participants and creates a personal connection to the Equinox brand.Agency: R/GA

SPOTIFY PREDICT THE MOOD OF THE NATIONSpotify analysed live streamed data from six cities in the UK including

London, Birmingham and Manchester. From the data they determined which city was the happiest, saddest, ready to party or ready to cry.

A digital outdoor campaign broadcast live results to each city’s main train station and a bespoke playlist could be downloaded

straight to a smartphone. Agency: Brothers and Sisters

A VENDING MACHINE ACCEPTS NIKEFUEL FOR NIKE GEARFuel Box allows athletes to turn NikeFuel into Nike gear by connecting their

bands to the machine and selecting a product based on their NikeFuel score. The machine was deployed to surprise locations around NYC for 24 hours

and Nike fans could follow NikeNYC on Twitter for clues about where to find it each day. The more they moved, the more products they could unlock. The

activation relied solely on organic social media posts to spread the word and resulted in 64 million impressions.Agency: Huge NYC

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DRIVEN BY DATA

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MUSIC TO

THEIR EARS

We’re all aware of the power sound can have to trigger different emotions. Horror films aren’t half as scary if you watch them on mute. The National Gallery commissioned musicians and sound artists for their latest exhibition, Soundscapes, which encourages visitors to ‘hear’ the paintings and ‘see’ the sound.

“The thing that’s so amazing about music and sound is that you can get across this incredibly complex, rich emotional story in like two seconds,” said Joel Beckerman, award-winning Producer/Composer and Founder of Man Made Music. He has worked with artists from John Legend to will.i.am and developed sonic branding for global giants including Disney.

Last year Honda and Dentsu Tokyo were able to re-tell the story of Ayton Senna’s record breaking Japanese Grand Prix lap using engine sounds and light. Honda’s on-board engine telemetry system had recorded every aspect of the 1989 lap. Using this data, engineers were able to resurrect this significant moment in time and create a poignant film that struck a chord with customers and the industry alike.

Sound and music are integral to every experience we have. Beckerman describes sonic as “the next frontier of brand identity,” which is why a music strategy has become an important part of communications. Some brands are intrinsically tied to music. Converse 100 Club, itself a piece of music history, is a key part of the brand’s identity. Their agency Amplify work to elevate this link with music and kindle the shared values of individuality and creativity.

Sound and music have the power to release emotion, relive moments and give a brand cultural relevance. It’s a medium not to be neglected.

Read on for examples…

MUSIC TO THEIR EARSWhy brands should never neglect the power of soundBy Kara Melchers

Lake Keitele, The National Gallery, Soundscapes

No.1 chart position in 40 countries

60M views on YouTube

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MUSIC TO

THEIR EARS

COCA COLA MAKE A TRULY GLOBAL ANTHEM FOR THE FIFA WORLD CUP

Coca Cola’s ambition was to bring the story of ‘The World’s Cup’ (the central Coca-Cola campaign idea) to life through music in a culturally powerful way. Their strategy was to create an inclusive music journey that customers around the world could watch unfold during the lead up to the games.

An anthem was created that embodied Brazilian heart and soul. The lyrics had international reach and relevance and the rhythm was composed to promote movement and togetherness. Core talent for all components of the music production came from Brazil. As the anthem travelled the world, local artists contributed to the track adding new levels of flavour and diversity.

In the build up to the games 32 different language versions of the anthem were released, videos were created and local radio and media promotions took place in over 120 markets.

As the World Cup launched, the song travelled back to Brazil where Coca Cola mixed all the local versions to create the World’s Remix, a truly global anthem.

Agency: FRUKT

THALYS TRAIN NETWORK TRANSPORTS VISITORS VIA THEIR EARS

Thalys captured the sound identities from parts of Paris, Brussels and Amsterdam and turned them into audio billboards. The billboards each have over 1,000 sounds and every sound has its own jack for visitors to

plug in their headphones. Archive sounds were also used to bring historical landmarks to life. The unique outdoor campaign allows people to start

exploring each city before they even board a train.Agency: Rosa Park, France

JACK DANIELS’ MUSIC STRATEGY ROCKS!‘Jack Rocks Your Town’ is the latest activation of Jack Daniels’ music strategy. To dramatise Jack Daniels’ rock and roll credentials they asked

a rising US band, The Rival Sons, to start their world tour in the unlikely location of Holmfirth, a sleepy West Yorkshire town. The idea met the

competing needs of the brand, the band, different media, the gig and the town itself. 3.6m total views of the video across all paid and social activity, 45 pieces of coverage with an OTS of over 78 million. Agency: Splendid

RED BULL TURN THE LONDON EYE INTO 30 NIGHTCLUBSRed Bull’s Revolutions in Sound was the grand finale for the Red Bull

Music Academy’s 15th anniversary. For one night only, they transformed 30 capsules of the London Eye into individual gig/nightclub spaces to pay

homage to the seminal players of nightlife culture in the UK. All 30 capsules were live streamed in real-time as part of an exclusive partnership with

Channel4.com. Concurrent streams were available on YouTube allowing fans across the globe to participate in the unique celebration.Agency: Innovision

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MUSIC TO

THEIR EARS

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Marketing to mums has evolved beyond the stereotypical view of an apron-clad, harassed housewife, herding the family around the table for tea.

Major corporations, such as Procter & Gamble with its ‘Proud Sponsor of Moms’ Olympics platform, have placed significant spend behind what P&G terms building meaningful relationships with mothers.

Agencies have also reassessed their approach to targeting mums. In March Saatchi&Saatchi, presented Motherhood Is Not A Job at Mumstock, an event organised by Mumsnet. Their research argues that too often brands identify motherhood as a series of chores. Instead, brands need to switch focus to the playful mother and child relationship and consider that being a mum might be about caring, but is also about breaking the rules. This followed earlier 2014 research Truth About Mums, which revealed that only 19% of UK mums are able to relate to their representation in advertising.

As brands seek to address such findings they are beginning to work more closely with highly-active online communities. Boots recently partnered with Netmums to create the Boots Parenting Club, an online channel that provides support for mums whilst learning from them at the same time.

Mums transcend such a wide demographic, which makes common themes of nurturing, support and playfulness so important for communications. New research from Kantar Media, Channel Mum, found that mums under 30 (the so-called Generation V) are cost-conscious and maintain traditional values but also possess an appetite for luxury and technology. With this in mind, we should expect marketing to mums to become even smarter, using technology to find new ways of strengthening the playful bond between mum and child.

Read on for examples…

WHAT MUMS WANT How smart brands are talking to Mums

By Kara Melchers

1M video views

9%increase in UK sales

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PERSIL ASKS MUMS TO ‘POP, POUR, RUB’

Persil faced the challenge of selling detergent dosing balls to an audience of mums that had grown cynical about product claims in the category. The solution was to interrupt their shopping behaviour and connect on an emotional level.

Research found that mums are not influenced by the science behind the product, but are more likely to be convinced when seeing the difference it makes with their own eyes.

Persil created the dosing ball challenger pack, which they sent to 4,000 mums. The pack encouraged mums to take the challenge with their children, reinforcing Persil’s key brand message Dirt is Good and aligning the brand with play rather than a chore.

The campaign resulted in 2,750 written and video reviews from those who had tested the product. The videos were used on the Persil website and across social media channels.

Agency: Lowe Open

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PAMPERS SAVOURS THOSE POOFACE MOMENTSThe brand launched its ‘Don’t Fear the Mess’ campaign with an online

film capturing an important aspect of the lives of 10 babies – the moment they have a poo. This campaign is built on a playful, more truthful insight

rather than the typical emotional or functional approach. The film was the starting point for the Pampers Baby Wipes campaign, which used the

#PampersPooFace hashtag to encourage mums to submit their own Pooface pictures on Instagram and Twitter.Agency: Saatchi&Saatchi

MCCAIN SHOWS REAL FAMILY TEATIMESMcCain’s recent campaign adopted a new approach to depicting family

teatime and the role of mums. Cameras were set up in 10 real family homes across the country to create an unscripted, fly-on-the-wall film

montage of the British teatime. The idea being to move away from the notion that teatimes are chaotic, stressful events and are instead times

when “the really good stuff happens.” Times when parents get together with their children to laugh, tell stories, and generally get on.

Agency: adam&eveddb

CHANGING MUM’S VIEW OF BUTLIN’S Unity’s ‘Just for Tots’ PR campaign targeted mums who currently think that

Butlin’s isn’t for them by showing them its new short breaks through the eyes of their children. Centred on an Apprentice-style search for a Butlin’s (High)Chairman, mums and their children had fun together submitting a CV.

The winner advised the Butlin’s board and starred in a C-Suite photo-shoot. The breaks sold out and the campaign generated 75 pieces of coverage, equating to 400m opportunities to see.Agency: Unity

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

A UFO inspired spaceship is the latest design to come from Ferrari’s Flavio Manzoni. A vision of the future from the luxury car manufacturer.

http://bit.ly/1CmRyS7

RCA student Johanna Schmeer imagines the future of food based on her knowledge of nanotechnology. She created speculative objects which secrete powders and liquids that could be ingested in the future.http://bit.ly/1Ee8fQ5

NYC’s Hall of Science presents Connected Worlds; an exhibition that immerses visitors in a fantastical animated world where your actions - gestures, movements and decisions - impact how well the world is kept in balance.

http://bit.ly/1e40cJv

Amsterdam’s Schiphol Airport strapped a 360-degree camera on a checked bag to give us a POV as it travels through a maze of

elevators, conveyor belts and endless shelves.http://bit.ly/1TZlmqu

Iranian artist Shirin Abedinirad blended the earth and sky with her latest installation, the ‘Mirrored Ziggurat.’ The ascending surfaces reflect the surrounding terrain, causing the sculpture

to morph as the time of day and weather conditions change.http://bit.ly/1E30cFM

National Geographic 2015 Traveler Photo Contest winners have been announced. Judges reviewed nearly 18K photos across the categories Travel Portraits, Outdoor Scenes, Sense of Place and Spontaneous Moments.

http://on.natgeo.com/1IKvzm2

ART

PHOTOGRAPHY

TECHNOLOGY

TRAVEL

DESIGN

FOOD

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