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HUMANISING
TECHNOLOGY
Issue 14 | August 2015
MARKETING TRENDS AND AGENCY INTELLIGENCE
BITE VOL1
TO GET YOU THINKING
2-4
5-7
8-10
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Driven by data: Spotify predict the mood of the nation and Exqinox take members on
One. Wild. Ride.
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
Music to their ears: Coca Cola make a truly global anthem and Red Bull turn the
London Eye into 30 nightclubs.
What mums want: Persil asks mums to ‘Pop, Pour, Rub’ and Pampers savours
those Pooface moments.
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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DRIVEN BY DATA
DRIVEN BY DATA
How a creative use of
data can motivate your
customers
By Kara Melchers
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…
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
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DRIVEN BY DATA
LUCOZADE 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
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
1.7M
online views
12%
increase in sales
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DRIVEN BY DATA
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 NATION
Spotify 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 GEAR
Fuel 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
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
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MUSIC TO THEIR EARS
MUSIC TO
THEIR EARS
Why brands should
never neglect the power
of sound
By Kara Melchers
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.
Lake Keitele, The National Gallery, Soundscapes
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
Read on for examples…
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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.
No.1
chart position in 40 countries
60M
views on YouTube
Agency: FRUKT
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MUSIC TO THEIR EARS
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 NIGHTCLUBS
Red 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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WHAT MUMS WANT
WHAT MUMS
WANT
How smart brands are
talking to Mums
By Kara Melchers
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…
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
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WHAT MUMS WANT
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
BITE ISSUE 13 | © CREATIVEBRIEF | JULY 2015
1M
video views
9%
increase in UK sales
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WHAT MUMS WANT
PAMPERS SAVOURS THOSE POOFACE MOMENTS
The 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 TEATIMES
McCain’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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ART
TECHNOLOGY
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
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
DESIGN
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
FUEL YOUR IMAGINATION: find inspiration beyond marketing
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
PHOTOGRAPHY
BITE ISSUE 14 | © CREATIVEBRIEF | AUGUST 2015
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
TRAVEL
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
FOOD
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GET IN TOUCH…
If you are a client and have any specific requirements for a new agency,
or would like to discuss how we can support your internal learning and
development through BITE LIVE, please contact:
Charlie Carpenter, Managing Director
[email protected]
If you are an agency wishing to share your work, please contact:
Nicky Herbert or Kara Melchers, Intelligence Strategists
[email protected] or [email protected]
Carrington House
126-130 Regent Street
London
W1B 5SE
Tel: +44 20 7478 8200
www.creativebrief.com