BITE VOL1

HUMANISING TECHNOLOGY

Issue 2 | July 2014

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Sky increases brand perception by 36% through sports tie-upKleenex protects customers with flu forecast tool

5-7 Paddy Power and the successful pursuit of Mission and MischiefYahoo develops a 3D search machine

8-10 Heineken makes sure generation FOMO never miss outAudi keeps it real-time at Waterloo

TO GET YOU THINKING

11 Fuel your imagination: Could the Philips HUE connected light be the new Shazam?

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Eat less sugar. Exercise more. Get your five a day. These are all messages that echo in our conscious on a daily basis. People are taking more responsibility for maintaining their own health, both physically and mentally and there has never been a better time for brands to assist consumers on their journey.

Arianna Huffington, Founder and Editor in Chief of the Huffington Post, recently set out her vision for a life beyond wealth and power, one that encompasses wellbeing, wonder and the act of giving. In the past year, Google, Procter & Gamble and Apple have enlisted the help of mindfulness coaches, whose sole purpose is to create a happier and more productive workforce.

Similarly brands are recognising that looking after the wellbeing of customers makes good commercial sense. Since launching in 2009, the UK government’s Change4Life scheme has attracted over 1.9 million families and the support of over 100 much-loved brands, from Argos to Netmums. The latest ads – created by M&C Saatchi, with partnership marketing by 23Red – suggest ‘smart swaps’ to help families eat more healthily.

Health and wellness is not a fad – it’s a way of life. Ultimately, consumer interest can only increase as health concerns do and it is those brands that find authentic routes for conversation that will succeed.

Read on for further examples…

HEALTH

Y IS THE N

EW GREEN

HEALTHY IS THE NEW GREENBy Nicky Herbert

36% of the public think more positively of Sky

because of its involvement in cycling

1.5 millionSky broke its target to get people of all

abilities on their bikes

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SKY GETS THE NATION CYCLING

Back in 2008 Sky unlocked a ground-breaking sports marketing opportunity by investing in British Cycling. The sport had, until this point, been a minority leisure activity in the UK. For the first time the British cycling team – Team Sky - had the financial backing to enter and ultimately win the Tour de France, on two occasions.

Taking their involvement a step further, Sky set an ambitious target, to get over one million people on their bikes. By 2012, they had achieved this ahead of schedule. From the big Sky Ride events to smaller guided rides with trained professionals, Sky has supported people of every ability. Employees are also encouraged to cycle to the office and are supported when training for competitive events.

“Whether it’s staff or people outside our company, cycling works for us as a business as it’s really shifting the perception of the brand,” said Tricia Thompson, Head of Cycling at BSkyB.

Agency: RPM & Antidote

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WESTIN HOTELS REBRANDS TO PROMOTE HEALTHY LIVINGEarlier this year, Westin Hotels unveiled a new brand positioning urging

guests and employees to live a healthier lifestyle. The Westin Well-Being Movement promises group yoga sessions, organised runs, healthy

eating and a restful night’s sleep.

HEINEKEN URGES CLUB-GOERS TO DRINK LESSTaking responsible drinking one step further, Heineken launched a social

experiment dubbed ‘Dance More, Drink Slow.’ At a club in New York, Heineken monitored the amount of lager that was drank on two separate

nights. The experiment proved that when clubbers were engrossed in a live DJ set - from superstar DJ Armin van Buuren - they consumed less,

highlighting the ability to influence drinking behaviour. Agency: Publicis

KLEENEX IS ON A MISSION TO PROTECT FAMILIESKleenex wanted to help families stay away from colds and flus, so the tissue

brand tied up with the US Centre for Disease Control to create a proprietary online forecasting tool that could predict when a US city was expected to have an outbreak – letting customers stock up on tissues in time.Agency: VML

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Researching for BITE I found this article online - ‘How to Discover Your Life Purpose in About 20 Minutes’. I was expecting a multiple choice quiz, this is what I got: 1. Take a blank sheet of paper. 2. Write at the top, “What is my true purpose in life?” 3. Write an answer that pops into your head. 4. Repeat step 3 until you write the answer that makes you cry. This is your purpose.

Developing your business purpose might be more complicated than this, and probably shouldn’t make you cry, but there is an increasing demand for brands to have ‘purpose beyond profit’. Employees and customers want brands to take responsibility for improving their quality of living. The concept of doing good came out as a common theme at the Cannes Lions, the introduction of a new LionHeart Award elevating this even further.

Brands like TOMS, Ecover and Whole Foods have it written into their DNA, sustainably sourcing their products and taking responsibility for all parts of the production and delivery chain. Larger established companies have adapted their existing business models to be more socially responsible - M&S Schwopp, Coca Cola Deliver for Today Inspire for Tomorrow and Unilever’s Project Sunlight.

Nielsen’s 2014 Global Survey tells us that customers are willing to pay a premium for socially responsible brands and punish those who fake it. As a result brands are increasingly using this message through thought-provoking communications and creative mission marketing.

Read on for further examples…

PURPOSE BEYOND PROFITBy Kara Melchers

65,000 blokes going commando

35 million Twitter impressions

during the World Cup

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PADDY POWER CREATE MISCHIEF AND MISSION

Paddy Power is not a brand you might associate with charitable work, however it’s fair to say they never shy away from a cultural topic, particularly if there’s an opportunity to be controversial.

Going Commando for MCAC (Male Cancer Awareness Campaign) they got men talking about prostate cancer by encouraging them to do one less thing in the morning, put their pants on.

The charity Stonewall wanted to highlight the taboo topic of homophobia in British football. Along with Lucky Generals and Crispin Porter + Bogusky, Paddy Power sent Rainbow-coloured laces to every professional player asking them to get Right Behind Gay Footballers (#RBGF).

During the World Cup, Paddy Power leaked a hoax photo online, which showed hundreds of trees chopped down to create a message of support for the England team. This was one of the most talked about campaigns of the tournament and highlighted the issue of logging.

Creating Mischief with Mission, Paddy Power definitely know how to get people talking.

Agency: Lucky Generals

INNOCENT START A CHAIN OF GOOD Innocent is one of the original brands to use their social message

throughout their marketing comms. A ‘Chain of Good’ begins when you choose to buy an innocent smoothie. Not only does it taste great, but you

do some good too. And as innocent give 10% of their profits to charity, the good just keeps going. This message is translated across all their media

channels.Agencies: 101 & Amplify

OXFAM GIVE STORES A RETHINK, NOT A REFITAs a charity Oxfam have an inherent social responsibility, here they translate

that message into their retail environment. Using largely existing fixtures and fittings to minimize cost, StartJG created a new store design that

connects customers, donors and volunteers to the work Oxfam does. Every touchpoint from the labels to the shelving materials tells the brand story,

and ties it back to the positive impact people have by shopping, donating or volunteering – driving sales as a result. Agency: StartJG

YAHOO GIVES US SEARCH IN 3DTo portray the future for the internet, Yahoo JAPAN integrated the search

function with a 3D printer and developed the Hands On Search machine. The machine enabled visually impaired school children to feel objects

far too big or small for them to feel in reality, like the Eiffel Tower or a mosquito.Agency: Hakuhodo Kettle

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KEEP IT REAL-TIME

My light bulb just got smarter, it now talks to my TV. My phone is already smart and my car is learning to drive itself. This is the age of smart products and the internet of things, where everything is connected and decisions can be made in real time. The rise of predictive services like Google Now are automatically feeding information like appointments or travel times to us as and when they are needed.

We pay for being part of this connected world with our personal data - my phone can’t help me find where to go if it doesn’t know where I am. A readiness of personal and contextual information combined with innovations in new technology opens up opportunities for smarter communications. With access to so much data brands need to make sure this is used in meaningful ways. They must learn how to assist their customers, not shout out. “We’re in a transition from ‘marketing to’ to ‘marketing with’ to ‘marketing for,” said Keith Weed CMO of Unilever. Real-time data can help us ‘market for’ our target audience. Using available contextual and personal information a brand can provide a more bespoke and memorable connection with the customer. Read on for further examples…

KEEP IT REAL-TIME

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By Kara Melchers

“Inspiring people to be courageous”

“Simple, real-time and democratic, but most

of all it is human”

KEEP IT REAL-TIME

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HEINEKEN MAKE SURE GENERATION FOMO NEVER MISS OUT@wherenext

As part of their ‘Cities of the World’ campaign Heineken has launched a Twitter-based tool called @wherenext. The tool acts as a social compass helping urbanites make the most of their night by answering the question ‘where next?’. Recent Heineken research suggested consumers want to experience new places and embark on urban adventures that will add to their social currency. The tool uses a unique algorithm to give real-time recommendations of where to go. By listening to Twitter, Instagram and Foursquare it analyses which locations are trending to help users navigate their night and overcome their fear of missing out. Users must tweet ‘@wherenext’ plus their location to receive recommendations.

Agency: R/GA

AUDI LIVE FROM WATERLOOThe 40 x 3 metre, 6mm pixel, high-definition screen spanned the length of

Waterloo Station featured live statistics and contextual messages about‘One day in the life of Waterloo’ – a series of quirky station facts which were

compared to the Audi range. It also offered useful, real-time information on the trains departing from the station. A live Twitter feed on screen

linked to #AudiWaterloo got travellers involved in the conversation.Agency: BBH

BRITISH AIRWAYS MAKE US #LOOKUPPart of their Magic of Flying campaign BA installed digital billboards that

interacted with the planes flying overhead. The billboards used custom-built surveillance technology and flight schedules to detect the planes and

change the current digital display to that of a child pointing at the sky. The billboards also displayed the plane’s flight number and route, creating a

real-time connection with the viewer and BA.Agency: Ogilvy One

POINTS IS THE MOST ADVANCED SIGNPOST ON EARTHThis smart signpost is designed for a variety of locations including

concerts and festivals, theme parks, casinos and hotels. It uses digital technology to pull data from social networks giving a real-time account

of what’s happening where. An old-school design made relevant for today’s world.Agency: Breakfast

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KEEP IT REAL-TIME

FUEL YOUR IMAGINATION: find inspiration beyond marketing

Expect a sugar rush at London’s recent spout of late-night pop-ups, serving only desserts. Sweet spots include the Pudding Bar and After Hours.

puddingbar.co.uk & afterhoursdessert.com

Move over Shazam, the new TV advertising tie-up is the Philips HUE connected light. Watch how an app can control both the TV and room lighting in this video. youtube.com/watch?v=c7dsHCNsYYc

Amazon has opened an online 3D printing store that allows for the customisation of more than 200 products from dog tags to personalised miniature dolls that look like you.amazon.com

If you haven’t already joined the wellness movement, then check out the Headspace meditation app. The company consults for Virgin and

Selfridges among others. headspace.com

The Multi-Story Orchestra has performed classical music in the strangest of places - the latest is a multi-story car park in Peckham, South-East London.multi-story.org.uk

Visit the Digital Revolution exhibition at the Barbican, London, to experience what our digital futures may look like. Until 14th September 2014.

barbican.org.uk/digital-revolution

MUSIC

ART

RETAIL

APPS

GASTROMOMY

TECHNOLOGY

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GET IN TOUCH…If you are a client wishing to find out more about BITE

or the marketing and agency landscape, please contact: Charlie Carpenter, Managing Directorcharlie.c@creativebrief.com

If you are an agency wishing to share your work, please contact:

Nicky Herbert or Kara Melchers, Intelligence Strategistsnicky.h@creativebrief.com or kara.m@creativebrief.com