Future of Digital Communications - Radley Yeldar · Future of Digital Communications Horizon...

© Radley Yeldar Ltd 01

Future of Digital Communications

Horizon scanning with GSK

prepared by Radley Yeldar

December 2016


We’re Radley Yeldar.The creative consultancy doing

standout work for clients that has real impact.

Introductions


Ash AmriteDigital Director

Damian NowellCreative Director


The future is hard to predict...


there’s much technology to think about...Ex

pect

atio

ns

Time

Innovation trigger

Peak of inflated expectations

Trough of disillusionment

Slope of enlightenment

Plateau of productivity

Virtual PADigital security

People literate technologyPersonal analyticsSmart workspace

Internet of ThingsSpeech-to-Speech Translation

Machine learning

WearablesCryptocurrenciesConsumer 3D printingNatural-language question answering

Hybrid-cloud computing

Augmented reality

Cryptocurrency exchange

Autonomous field vehiclesVirtual reality

Gesture controlsEnterprise 3D printing3D bioprinting

Smart robots

Conversational user interfaces

Connected homesIoT Platforms

BiochipsBlock chain

Micro data centres

Autonomous vehicles

NFC


But...


Patterns in human behaviour

Brand & Business

adaptability

Accelerating trends in

technology

there are some signposts!


Overlaps and opportunities

Data driven

Purposeful comms

Innovative Technology

– Higher social purpose– Vision and values– Trust and transparency– New generations– Beyond branding – Resources and tips– ‘Broadcast to Narrowcast’– Physical/digital divide

– Internet of Things– NFC and beacons– Conversational user

interfaces– Machine learning– Artificial intelligence– 360º video, VR, AR etc.

– Analytics– Segmentation– Demographics– Devices– Targetting– Geo locations


So, what?


Selling to people who want to hear from you is more effective than interrupting strangers who don’t

Seth Godin

““


Rethinking traditional communications channels


Native advertising revenue growth will reach $21 billion in 2018, up from $7.9 billion in 2015.

Business Insider

““


‘The Interview’ asks talent to respond to 12 questions through interactive video.Based on the Enneagram model, the results give you a personal profile, which must be sent along with your résumé when applying for your Heineken dream gig.

Purpose led contentInnovative use of technology

Data drivenHeineken Go Places Careers Drive


“I don’t consider it advertising. It’s a podcast show that just happens to be produced by a brand instead of a network. It’s a science fiction story to connect listeners with what the GE brand is about, without selling the GE brand.” Andy Goldberg, chief creative officer at GE

Purpose led contentGE The Message Podcast


Advertised through the telegraph.co.uk, the online experience provides tips to aid sleep and communicates Ikea’s vision of create a better everyday life for the many people.

Purpose led contentData driven commsIkea in The Telegraph


A recruitment campaign for SNCF, The Impossible Game is just that. Engineers have to hack the site in order to apply for the job.

Purpose led contentInnovative use of technologySNCF the Impossibe Game


Shoppers at the Toms flagship store can don a VR headset and go on a virtual trip to Peru to see how the products people buy are helping disadvantaged children.

Purpose led contentInnovative use of technologyTOMS – Virtual Giving


Bridging the physical and digital

Page titlePage subtitle


People all over Scandinavia could remote control a jam-shooting robot via Ariel’s Facebook page and try to stain designer clothes to win them. The rules were simple: aim, stain and win! All stained clothes were washed live with Ariel Actilift and sent to the winner’s home.

Purpose led contentInnovative use of technologyAriel – Fashion ‘Shoot’



Tilt Brush lets you paint in 3D space with virtual reality.

Innovative use of technologyGoogle – Tilt Brush



Microsoft HoloLens transforms the way we can teach anatomy and our understanding of the human body as we help to prepare the next generation of doctors.

Innovative use of technologyMicrosoft HoloLens


Machine learning and data


By 2019, connected devices will generate 507.5 zettabytes of data per year

Deloitte

““



Using online and offline advertising, users were driven Facebook to interact with a customer service messenger bot, promoting the Channel 4 Show Humans – based on synthetic humans

Online ValueData driven

Innovative technologyChannel 4 – Persona Synthetics



Artworks mapped by visual similarity with machine learning.Created using an image-processing algorithm based on visual similarity to create a new way of categorising and storing artworks.

Purpose led contentData driven

Innovative use of technologyGoogle – Arts Experiments



Data drivenInnovative use of technologyGoogle – Quick, Draw

AI experiment using neural networks to interpret, recognise and learn doodles.



Purpose led contentData driven

Innovative use of technologySea Hero Quest

Sea Hero Quest, a mobile game created to change the future of dementia research.Data from every second you spend playing is shared anonymously with scientists to find out more about how everybody’s brain works.


How could this apply to GSK?


How could this applyto GSK

Helping people do more, feel

better, live longer campaign

New storytelling mediums

• Provide value online, by showing how GSK helps people do more, feel better and live longer everyday through providing health tips

• Can be used to showcase ‘Behind the Science’ content

• Use a ‘take the quiz’ format to engage users or, maybe, messenger bots

• Partner with science related media to ‘tell a story to connect [users] with what the GSK brand is about, without selling the GSK brand’

• Purpose driven without being hard sell• Use data to understand the right platforms


Thank you.We hope you found this insightful.

Please give us a call if you have any questions.

Go here for more: www.ry.com/gsk

Ash Amrite Digital Director [email protected] 020 7033 0700

Damien Nowell Creative Director [email protected] 020 7033 0700

Nicola Gunn Client Director [email protected] 020 7033 0700

Future of Digital Communications - Radley Yeldar · Future of Digital Communications Horizon...

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