BITE VOL1

HUMANISING TECHNOLOGY

Issue 5 | October 2014

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-45-7 Mind your language: O2 asks customers to Be More Dog

and GAP questions what it means to Dress Normal.

Breaking gender stereotypes: Always reappraises stereotypes with

#LikeAGirl, whilst Gucci backs a global empowerment movement.

Stand out with experience: Landrover inspires drivers to #HIBERNOT

this winter and Virgin gets personal with its customer engagement.8-10

TO GET YOU THINKING

11 Fuel your imagination: Mailchimp’s experiment to make emails

tangible and Fairphone, the world’s first socially conscious mobile.

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BREAKING GEN

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Have you noticed the growing number of brands opting for overtly feminist marketing messages? In the Philippines, Pantene is addressing the double standards women often face at work with its Shine Strong series. In the US, Verizon looks to highlight the lack of women in the technology sector with its ‘Inspire her mind’ campaign. Whilst P&G’s #LikeAGirl champions the confidence of women around the world.

Outside of marketing the feminist movement continues apace. 17 year old Malala Yousafzai recently became the youngest Nobel Prize Winner after campaigning for women’s right to an education. The United Nation’s He For She movement is vying for men in particular to speak out about gender equality. Emma Watson’s opening speech at the launch conference reached more than 2.5 million views in less than 48 hours of being uploaded online. Whilst Cara Delevingne paraded down the catwalk for Chanel chanting for the movement; the model’s Instagram page reads ‘Stop labelling, start living.’

Considering the zeitgeist, it’s not surprising this topic is echoing through the world of marketing. Admittedly, the gender divide is not an easy topic for brands to navigate, but below are a handful of examples that have successfully embraced a positive attitude.

Read on for examples…

BREAKING GENDER STEREOTYPES

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By Nicky Herbert

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REAL HONEST TRUTHS WITH ALWAYS #LIKEAGIRL

Procter & Gamble brand Always set out to reappraise the stereotypes and remove the negative connotations often associated with acting #LikeAGirl. The goal was to ensure confidence throughout puberty and to highlight that being a girl is an awesome thing. Award-winning director Lauren Greenfield (known for her documentaries on feminist issues) directed the spot, in which girls and boys were asked to act out what it looks like to run, throw and hit like a girl. The digital campaign racked up over 31 million views in one week and became a global talking point. The term #LikeAGirl has since become part of everyday culture. It successfully addressed any negative perceptions through a clever use of language and emotion.

“We needed to take a stance as a brand and offer our perspective in a way that stands up for what we believe in”, says Dan Hocking, Managing Partner, Holler.

Agency: Holler & Leo Burnett31 million

views in one week

250,000 mentions of #LikeAGirl

BREAKING GEN

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UNDER ARMOUR’S UNEXPECTED FEMALE ROLE MODELSAmerican sportswear company Under Armour, known for its football gear,

launched a new platform designed to inspire women to athleticism and balance the gender divide of its customers - whilst taking on their biggest female clothing competitor, Lululemon. The brand enlisted the help of

female athletes who have broken barriers to reach the top of their field, including ballerina Misty Copeland and Gisele Bundchen. The platform ‘I

Will What I Want’ runs across online, mobile, out of home and print. Agency: Droga5

GUCCI LEADS A GLOBAL EMPOWERMENT MOVEMENTIn 2013, Gucci launched Chime for Change - a global movement to

promote education, health and justice for women everywhere. It follows the manifesto that “None of us can move forward, if half of us are held

back.” Central to the movement is an online platform, where the public are asked to make financial donations towards social projects, such as freeing

women from slavery.Agency: Sunshine & Mother

KINGSMILL RETHINKS THE FAMILY STRUCTURE Traditionally speaking, Kingsmill would be a brand that targets mums as

the key shopper. However in its latest ad the family structure had been readdressed to show one dad and two kids. Statistics show that there are

nearly 1 million single dad households in the UK and with men’s paternal rights being readdressed, this is a refreshing approach from Kingsmill. Agency: Contagious

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When an Innocent drink tells you to ‘stop looking at my bottom’, you know it’s not your average carton of juice. Innocent knits hats for the elderly and started a chain of good, the language reinforces its values whilst bestowing a cheeky personality that elevates it above your average soft drink.

A successful brand takes a mix of relevance and differentiation, a creative use of copy can help brands to stand out in often crowded sectors.

A bottle of Method tells me ‘Powerful non-toxic cleaning is not a myth. We’re still working on the unicorns.’ “[Method] build emotional points of difference into every product to create an engaging consumer experience,” said Eric Ryan and Adam Lowry, co-founders of the revolutionary cleaning product.

When Patagonia told customers ‘Don’t buy this jacket’, they were reinforcing their values by encouraging people to consider the effect of consumerism on the environment and purchase only what they needed.

If any of the above brands walked into a bar we know who they’d be. Creative use of language can make a brand interesting and memorable.

Read on for examples…

MIND YOUR LANGUAGEBy Kara Melchers

3 millionviews making it the most shared ad

in the UK at launch

1.3 million additional pay monthly customers

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O2 ASKS CUSTOMERS TO ‘BE MORE DOG’

What does ‘being more dog’ have to do with choosing a new phone contract? What about the minutes and the data?

O2 wanted to make an important shift from telco company to trusted digital products and services provider. Their insight - people had replaced their natural curiosity and playfulness for new technology with scepticism and ‘meh’. So they asked:

“Do you grab life by the scruff? Or hiss and spit at anything new?”

By unlocking enthusiasm, O2 customers would be more willing to give their products a try and who’s more enthusiastic than a dog? O2 uses language to capture this emotional proposition:

“The world is amazing. There are so many things to explore, experience and play with. So why wait, be more dog.”

Agency: VCCP

HELP REMEDIES MAKE HEALTH ISSUES SIMPLE The world of medicines can be a confusing one. Help Remedies saw an

opportunity to use language and design to differentiate itself. A color-coded packaging system and copy that reads ‘Help! I have a headache’

or ‘Help, I have allergies’ ensures each product line reflects its mission to make health issues simple.Agency: Little Fury NYC

GAP QUESTIONS WHAT IT MEANS TO DRESS NORMALWhen it comes to the fashion industry ‘normal’ is not a word often heard.

Today, fashion is about standing out and being different. However to be normal is to be yourself. So when GAP asked their customers to ‘Dress

Normal’ they found a new way of celebrating the individuality and authenticity of personal style. Agency: Wieden+Kennedy New York

HARVEY NICHOLS’ ALTERNATIVE CHRISTMAS MESSAGERebelling against the traditional benevolent language of Christmas,

Harvey Nichols asked customers to not feel guilty about buying themselves a present to just say, “Sorry I spent it on myself.” To support

this message they created a range of budget gifts that were sold in the store, including a sink plug and toothpicks. Agency: adam&eveDDB

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STAND OUT WITH EXPERIENCEBy Kara Melchers

Give me a great product and I’ll shout about it. Deliver me a great service and I’ll be loyal. Listen to me and I might just share my personal secrets. If I fall in love with you I’ll be your ultimate ambassador, I’ll even forgive you the occasional fault.

“Marketing is a tax you pay for being unremarkable,” said Robert Stephens, Founder of The Geek Squad. So make your brand great and I will follow.

Great brands are authentic, they uphold their values across all points of contact with the customer - the product, the service and the marketing message, ensuring all interactions become relevant and meaningful.

Nike and Apple are brands that live beyond their products, they learn from customer behaviour and use this to improve and develop their service. Whereas younger businesses like Uber and AirBnB were born with the customer at the heart.

So should more businesses be reallocating spend from marketing into operations with the aim of closing the gap between brand promise and the customer experience? Here are some of the brands and agencies making initial steps towards this customer focused proposition.

Read on for examples…

27 million earned impressions

£417k earned media value

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LANDROVER ENCOURAGE DRIVERS TO #HIBERNOT

Clever planning saw Landrover use the extra daylight saving hour to boost their #HIBERNOT campaign and encourage customers to enjoy our grey and pleasant land.

Landrover vehicles are made for braving the elements and living life to the full. The brand marketing embodies this same philosophy by making their content relevant and meaningful for customers.

For the #HIBERNOT campaign, an immersive hub provides a place for Landrover to share inspirational ideas with people who have a similar passion for the outdoors, while digital posters that respond to the weather reach people when they’re out and about. The social media activity ignited a conversation that reached 5 million people in just two weeks. The campaign includes experiential, social and PR activations. #HIBERNOT is also being used by local dealers to promote activities in the surrounding areas.

All these touchpoints help Landrover to establish an authentic and emotional connection that reinforces the values of the brand and puts the customer at the heart.

Agency: RKCR/Y&R and VML

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ALWAYS E.ON – CREATING A DIALOGUE WITH CUSTOMERSE.ON has a renewed purpose, to move away from advertising spikes and

strike a more meaningful dialogue with customers. An app serves up tailored content, enabling the customer to manage their energy use in

real-time, whilst the direct mailing system has been improved to show a personal energy analysis. The new Always E.ON experience ties together the

platforms putting the customer at the heart of the service.Agency: Havas EHS

M&C SAATCHI IMMERSE US IN ITALIAN STYLE FOR PERONITo capture the attention of idea-hungry trendsetters, Peroni constructed

a new media channel – The House of Peroni. Brought to life on and offline, on-trade and through the publication of their own magazine it

immersed the audience in a world of authentic Italian creativity.Agency: M&C Saatchi & M&C Saatchi PR

NAKED AND VIRGIN GET THEIR CUSTOMERS READY TO FLYAfter evaluating their customer communications, Virgin Atlantic launched the

‘Ready to Fly’ initiative. A data driven engagement programme which serves up highly personalised emails to customers from the moment they book to when they take off. This includes inspiration for day trips whilst on holiday and

a unique landing page for each customer based on their preferences. Agency: Naked

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

A comedy club in Barcelona has installed facial recognition technology so that it can charge customers based on how much they laugh. Entry was free, with laughs charged

at €0.30 each. bit.ly/1nPEUDy

A glow-in-the dark smart highway has opened in The Netherlands. The photoluminescent paint charges during the day and emits light at night, making it more energy-efficient than traditional street lighting. studioroosegaarde.net/project/smart-highway

Farfetch has called upon its network of over 300 international independent boutiques to recommend local eateries, markets and tourist spots, for its new travelling companion app. farfetch.com/uk/discover-app

Silk + Honey lets beauty enthusiasts mix their own cosmetics from scratch. The brand was established following the recent public interest

in transparent production methods. Each kit comes with a recipe card, tools and ingredients.silkandhoney.co.uk

Mailchimp, the email service, commissioned artist Brendan Dawes to challenge our interaction with emails. He developed a series of physical ‘connected objects’ including a light switch to turn them on and off. brendandawes.com/projects/sixmonkeys

Fairphone is a gadget with a conscious, reappraising the social and environmental issues associated with the mobile sector. The phone does not contain conflict materials (such as tin),

ensures fair labour conditions and a transparent supply chain. fairphone.com

TECHNOLOGY

CONNECTIVITY

TRAVEL

BEAUTY

GOING OUT

TRANSPORT

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