TODAY

Introduction to AKQA

Strategic vision

Concepts

Delivery

The Future Inspires Us.

We Work To Inspire.

Innovation.

Service.

Quality.

Thought.

WE WORK GLOBALLY BECAUSE OUR CLIENTS DO

AMSTERDAM ATLANTA

LONDON NEW YORK

SAN FRANCISCO

SHANGHAI

WASHINGTON PARIS

TOKYO

BERLIN

1300 Employees. 25x Agency of the year.

AKQA SERVICE OFFERING

eCommerce

Branded utility and

service design

Interactive experiences

Content creation and distribution

Interface design

Creative

Technology

Strategy

Account and Delivery

Ideas and innovation. Meaningful consumer connections.

AKQA SHOW REEL

Video: AKQA Password: innovate

Retail initiative with a digital installation.

NIKE+ BOXPARK

Video: BOXPARK Password: innovate

93% of visitors who interacted also pre-ordered

“The future of Nike retail defined.”

The world’s first personal trainer.

NIKE+ KINECT

Video: KINECT Password: innovate

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STRATEGIC VISION

Your brief.

Where we are.

The challenge.

The opportunity.

Audience insight.

Our vision.

YOUR BRIEF

A digital vision that inspires.

A proposal that improves reputation, image and/or revenue.

Ideas that illustrate the potential of the vision.

WHERE WE ARE

A passenger favourite: #1 in Europe, #4 in the world.

Restricted expansion opportunities; building a world class lounge to

continue to compete.

Long history of practical innovation.

THE CHALLENGE

Change the basis for competition in airport lounges away from simply

adding physical services.

THE OPPORTUNITY

Use digital to redefine the entire lounge experience.

DATA RE-DEFINES RELATIONSHIPS

This is about data strategy as much as business strategy.

Harness the power of data to unlock meaningful new experiences

(value exchange).

UNLOCKING VALUE

Value exchange at scale must start with similarity not difference –

something that represents value for every single traveller.

An insight that transcends the differences of 14 million people a year must come from deep in

human nature.

SIMILARITY NOT DIFFERENCE

HIERARCHY OF NEEDS

Self actualization Pursue inner talent Creativity fulfilment

Self – Esteem

Achieve Mastery recognition Respect

Belonging – Love

Friends Family Spouse Lover

Safety

Security Stability Freedom from fear

Physiological

Food Water Shelter Warmth

There is real richness within a space often considered simply “low stress”.

INSIGHT

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

Where do I have to go?

How long do I have?

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

Where do I have to go?

How long do I have?

PHYSICAL NEEDS

Where can I eat and drink?

Where can I sit ?

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

Where do I have to go?

How long do I have?

PHYSICAL NEEDS

Where can I eat and drink?

Where can I sit ?

EMOTIONAL NEEDS

What’s my travel story?

Do I feel connected?

HARNESS THE POWER OF DATA TO UNLOCK MEANINGFUL

VALUE EXCHANGE.

Using non-personally identifiable data we can instantly personalise

around needs.

Where you are.

When you leave.

Where you’re going.

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

PHYSICAL NEEDS

EMOTIONAL NEEDS

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

PHYSICAL NEEDS

EMOTIONAL NEEDS

ORIENT IN TIME & SPACE

RELAX

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

PHYSICAL NEEDS

EMOTIONAL NEEDS

SURFACE PRODUCTS & SERVICES RELEVANT TO INDIVIDUAL NEEDS

TOUCH

ORIENT IN TIME & SPACE

RELAX

LOUNGE 2

HIERARCHY OF NEEDS*

* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.

PROXIMATE NEEDS

PHYSICAL NEEDS

EMOTIONAL NEEDS

BECOME PART OF THE LOUNGE USER’S TRAVEL STORY

SURPRISE

SURFACE PRODUCTS & SERVICES RELEVANT TO INDIVIDUAL NEEDS

TOUCH

ORIENT IN TIME & SPACE

RELAX

STRATEGIC VISION

A personalised experience for 14 million people.

LOUNGE 2

EXPERIENCE

DELIVERY

OUR PROCESS

Define.

Design.

Develop.

Deliver.

DEFINE PHASE: WORKSTREAMS

Purpose:

The define phase will result in complete concepts and a scope for AKQA to execute the concept experience.

Work-streams: – Requirements gathering

– Further concept development

– User testing

– Technical feasibility

– Production scoping

DEFINE PHASE: SUMMARY OF COSTS

Requirements Gathering € 70,000

Concept € 126,000 - € 308,000

User Testing € TBC

Technical Feasibility € 70,000

Scoping € 34,000

Total € 300,000 - € 482,000

Costs are to be adjusted once feedback on pitch presentation as been received.

Please note that any additional cost (including travel and subsistence) will be charged separately (subject to prior approval of the client).

DEFINE PHASE: ROADMAP

Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Requirements Gathering

Concept Development

User Testing

Technical Feasibility

Scoping

WHY AKQA

Our vision for Lounge 2 delivers:

– Reputation, image, revenue

– Competitive advantage through data and services

– Smart, sustainable platform for consumer engagement

– A personalised experience for 14 million people

AKQA has a proven track record of creativity and innovation, delivered at scale.

Thank You.