‹#› ‹#› Confidential © 2014

the agency view @davidcaygill @benessen

Confidential © 2014

WE CAN DO BETTER THAN THIS

Confidential © 2014

Confidential © 2014

In any given week less than

0.5% of facebook fans engage with the brand they are fans of

ParticipationBrands ≠

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‘Push’ ‘Pull’ brand behaviour

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Lifestyle ‘Participation’

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Brands participating in the flow of and visibly enhancing people’s lifestyles

Lifestyle ‘Participation’

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1. MATERIAL QUALITY Distinctive, branded, visceral experiences & telling details at every encounter (Beyond ‘Bland’ Consistency)

2. HABITUALITY Creating new lifestyle rituals or reframing them from other categories (Beyond Interaction)

3. Practical magic Magical ease and control,

turning pain-points into little moments of pleasure and delightful discoveries

(Beyond Tech as Fad)

4. TRIBAL IDENTITY Meaningful signs of belonging

and affiliation with groups of others

in plural social identities (Beyond Brand Image)

‘Lifestyle Hacking’

5. social currency Tap into social capitals

and implicit consensus (how things are done these days)

by designing for the space and moments between

(Beyond WOM)

♯participationrules

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ParticipationBrands = 1. MATERIAL QUALITY Distinctive, branded, visceral experiences & telling details at every encounter (Beyond ‘Bland’ Consistency)

Confidential © 2014 10 VISCERAL VEWING Foxtel get VIP sports subscribers closer to the action with stimulating shirt

Confidential © 2014 11 beyond push notifications Opportunity for brands to use new devices for subtle cues

Confidential © 2014 12 FORM OVER FUNCTION US Fashion brand Opening Ceremony and intel build a smart bracelet

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ParticipationBrands = 2. HABITUALITY Creating new lifestyle rituals or reframing them from other categories (Beyond Interaction)

Confidential © 2014 14 WEARABLE WEIGHT LOSS WeightWatchers app allows you to import your data from activity trackers

Confidential © 2014 15 Shocking habits Pavlok guarantees better habits in 5 days via their app and electric shock punishments

Confidential © 2014 16 POSTURE PROMPTS The Lumo Lift wearable vibrates when your posture is not optimal.

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ParticipationBrands = 3. Practical magic Magical ease and control, turning pain-points into little moments of pleasure and delightful discoveries (Beyond Tech as Fad)

Confidential © 2014 18 INFORMATION WITH CONTEXT Is Android Wear the ultimate home for Google Now?

Confidential © 2014 19 PHYSICAL PINTREST You get a subtle ping whenever you pass a location you’ve pinned before

Confidential © 2014 20 AIRPORT UTILITY Surfacing the key information sensitive to time and location

Confidential © 2014 21 BMW CONCEPTS See your vehicles vitals on your wrist

Confidential © 2014 22 690HP WATCH Audi show off Prologue concept car with remote piloting at CES

Confidential © 2014 23 BIOMETRIC PAYMENTS Nymi and Mastercard team up to pilot a safer version of contactless payment

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Participationbrands = 4. TRIBAL IDENTITY Meaningful signs of belonging and affiliation with groups of others in plural social identities (Beyond Brand Image)

Confidential © 2014 25 DIESEL + SAMSUNG NY Fashion week 2014 gave us leather banded studded wearables

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VB INTRODUCE A VERY AUSTRALIAN SMARTWATCH

26 TRIBAL DATA Aussie beer brand VB create limited run of watches which track cricket scores

Confidential © 2014 27 nike adds the community Challenge mates to a race and see progress

Confidential © 2014 28 Enhance passion points Rip Curl acts like a category leader

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5. social currency Tap into social capitals and implicit consensus (how things are done these days) by designing for the space and moments between (Beyond WOM)

Participationbrands =

Confidential © 2014 30 SMART SHOES This prototype accessory will call Uber just by clicking your heals

Confidential © 2014 31 SMART underwear Durex prototypes tool for long-distance lovers

Confidential © 2014 32 DATA DRIVEN ART Porsche dramatise the experience of driving using TRAQs enterprise sensor shirt.

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think beyond the functional

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‘Qual’ ‘Quant’ brand behaviour

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HUMAN DATA

WEARABLES

“For me, the real value in this whole project

hasn’t necessarily come from the data at all, but

from the process of getting outdoors, exploring,

and then reflecting on my experiences through

documentation.”

“a computer is a bicycle for the

mind” Steve Jobs

“a computer is a bicycle for the

mind” Steve Jobs

“What man lay on his back looking at the stars

and thought about a number?”

‹#› ‹#› Confidential © 2014

THANKS @davidcaygill @benessen