Ed Hebblethwaite @ Inspiration 2014

TITLE TEXT LEVEL 2

A PROPOSAL PREPARED FOR CLIENT NAME BY SEYMOUR POWELLDATE

Ed Hebblethwaite | Executive Director

REAL INNOVATION

Digital Doughnut 2014 seymourpowell

Monday, 20 October 14

we are seymourpowell


There’s a lot of talk about

Inspiration

Ideas

Innovation


That’s the trouble - it’s mainly talk, frameworks & hypotheses post-in notesTalk today about Real Innovation - how at SP we go about doing it and to see the processes (post-it notes and all) and the results

Anything can be inspiring

Anyone can have an idea


The world isn’t short of inspiration or ideasWe are short of genuine innovationInnovation is the successful exploitation of (new) ideas

What is innovation?

Why is it important?



We are currently consuming the world’s resources at an alarming rate - we would need 2.5 worlds to support our current level of consumption... things are running out

We need to innovate

to survive

to thrive


Innovation can be driven from many sourcesConsumer insights yes... but also government legislation, scarcity, CSR, technical advantage

But it’s not easy

It’s complex


Innovation can be driven from many sourcesConsumer insights yes... but also government legislation, scarcity, CSR, technical advantage

Forensics The Crucible Distillation Concept Design

Design Development

Prototype& Modeling

Social & Lifestyle Trend Technical Forensics

Brand DNA Stakeholder Views

Sustainability Scouting Category Mapping

Ethnographic Studies Personas


We need to look at a situation (prob/oppo) from many different angles - perspectiveWhat are we good at, what are constraints and drivers - payback, competitors etc

• Knowledge Share

• Expert Interviews

• Trends

• Ethnography

• Competitor Audit Quant Stimulus

• Visual Concept

• Brand Story

Crucible Workshop

New

Product Pack

ServiceExperience

Quant Stimulus


Embrace complexity, bring it altogether, develop some hypotheses and test them - really test them, fast, get it right and launch

• Knowledge Share

• Expert Interviews

• Trends

• Ethnography

• Competitor Audit

Quant Stimulus

• Visual Concept

• Brand Story

Crucible Workshop

New

Product Pack

ServiceExperience


Embrace complexity, bring it altogether, develop some hypotheses and test them - really test them, fast, get it right and launch

Perspectives

Complexity

Make it real


Move beyond logicalMake it real, make it interesting Don’t test a multi-sensory experience via a computer questionnaireRapid reality prototyping - measure, move on

Confidential. © Seymour Powell Limited, 2014. All rights reserved.

Move beyond

logical




Move beyond

logical





arctic explorerspecial forcessports scientist working with olympic athletesblend extreme usage with R&D and technical and consumer trends


These insights enabled us to identify a series of opportunity areas to inform and inspire our designers...ReassuranceUltimate protectionPerformanceStatus symbol - I am (prepared for the) Extreme


A jacket engineered to take a Korean textile producer into another stratosphereDesireLaunched in late 2013...A three layered jacket system incorporating innovative, wearable technology to combat the most extreme of environments...

1. Introduction & History 2. Planning & Preparation 3. Tool Audit & Garden Tour

4. Tasks & Habits 5. Watering Routines 6. Tidying & Storage 7. Retail Visit

Garden VisitStructure


Map the consumer journey from first purchaseto storagereuse and frequent tasks

High Engagement

Functional/Pragmatic/

Rational

Emotional/Personal

SystematicDevoted

RomanticIdle

Low Engagement


new segmentationFocus our innovation on different people, trying to achieve different things in their gardenDefine Hozelock’s purpose in the garden, develop a portfolio strategy

FEASIBILITY

BUSINESS RELEVANCE

CONSUMER RELEVANCE

EASE

SD

RI


Balanced consumer needs with market reality, water conservation, environmental policy, technical feasibility and projected revenuesFramework to map innovation idea by consumer group, value and feasibilityEnabled project prioritisation - 100+ ideas filtered down to 12 to flow through the business


Hozelock didn’t want us to do any hose ideas... because they’d done everything that could be done!Understanding gardeners want to work light, carry as little as possiblehow about a hose that could have several functions - lance, fun shower sprinkler, movable waterer?



Innovation paysNot far from the original sketch... but a huge amount of engineering to make the system workAchieved 3 year sales target in year 1, award winning, new news... uniqueness and margin before the retailers beat you up and

Creating a marvellous sharing experience for Cadbury’s


Once you understand a brand’s purpose (even if they’ve told everyone) and lost the Joy of Joy you can still innovate against it and develop new products that explore a facet of joy - in this case sharing

Chocolate is difficult to share

Unless it’s a gift


As the world get’s fitter and more paranoid about sugar and salt etcit’s increasingly difficult to rationalise and justify a lovely big bar of choccy


We know what Cadbury’s wants to bring to people’s lives but that’s difficult to do, if we’re all a bit reticent about tucking in to a bar or two


We examined what it means to sharedifferent types of sharinghabits & human interactionsThat joy of communal sharingBut also that alleviation of guilt... you didn’t scoff the lot yourself


explosive release - pinata permission to dive in

Packaging drives behaviour



We did a little experiment in SP - leave an open bag of crisps in the kitchen - they’ll all disappearLeave a choccy bar, doesn’t go, leave an opened choccy bar with visible chunks, still doesn’t goOpen the whole bar, break it up a bit - it’s all gone in secs. We all love choc n crisps but we often can’t justify a whole block/bag to ourselves, so how can we make it more intuitive for sharingpermission facilitated by a more open package not meant to be saved again.

We want innovation

but it must be a bar



When is a bar not a bar, when it’s broken to sharebar shapes exploring ways to break & create the ‘moment’Design it Pinata style, made to be brokenRandom to regular, enable people to have a little or a big bit


irregular won!bar filled with inclusions of popping candy, smarties, crispies, jellies, cookies etc.Successfully test launched in Australia - grew Cadbury’s share from 19.6% to 24.2%Already 3rd biggest choc bar with 6% value share Launch in UK - £20M in 12 weeksMost successful FMCG launch in 2013 with £49.7M sales in 9 months

Embrace complexity see the connections


In summary...


Make it real, tangibleMake it delightful... continually


In summary...



Engage people &Let them play


In summary...




Don’t just tell storiesMake new realities


In summary...

Make a differenceAnd the stories will tell themselves




Don’t just tell storiesMake new realities


In summary...

Talk is cheap. Words are plentiful. Deeds are precious.

H Ross Perot


Shape the Future


Marketing

Ed Hebblethwaite @ Inspiration 2014