La Roche Posay Brandstorm pre case

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B R A N D S T O R MJONOVA TEAMIva Holubov. Jolle Bloyet . Nour El Hajj

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Major trend : gamification to boost engagement Creating a communityPeople enjoy competition & rewardsMobile gaming : big business5Gamification trendsBlending the big dataSocial sharingApplications : Marketing, inspiration, health, education

Everyone at one point in their life or another has played some sort of game. Whether it's tag as a youngster on the playground, kicking a ball around with a group of friends trying to score a goal, playing a video game on your smartphone, or playing a board game. Games are part of every culture, and a shared human experience. What gamification allows us to do is take the elements from games and integrate them into instruction. This integration provides opportunities for rich engagement, motivated learners, and making learning not only tolerable but actually fun.

Learners who are having fun and who are engaged in the learning process will have better retention and recall of content, than learners who are made to suffer through boring, static instruction.

By using common game elements like story, feedback and mystery, you can create an engaging gamified learning event that will capture your learners' imagination and attention. And help them to retain and apply the lessons you're teaching.

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Why use gamification ?

44 %56 %

91 % of 15-18 year old89 % of 19-24 year oldPlayers play26 hours a week

65,7%Of 15-24 are looking for games on their Sartphones

35 million players(just in France!)

68%Of 15-24 download game apps46,7%Of 15-24 are interested by informative notifications

Players profiles10-1415 - 1818 - 24

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Qualitative research insights

Feeling good about myself is the most important factor

I dont like when creams make my face greasy

Appearance is important for me

I would like to test the products efficiency (samples)

I care about having a fit body (healthy lifestyle, sports)

The skin of my face is more important than the skin of my body (and Id rather use pharmacy brands)

I like playing video games and especially kill time on my smartphone

I would rather trust my dermatologist, parents & friend than advertising

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Main insightI would like to have a nice appearance and a healthy skin but I need help to learn how to take care of my skin

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BIG CONCEPTUse game mechanics

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Develop a serious game available on LRPs website + mobile app

Learn how to treat your skin well by playing online6 missions in LRP Skin land

With the help of dermato coachAccomplish the missions given by 6 masters of skin

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Use gamification: LRP serious game

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If you want to become the next master of skin you have to know everything about its protection.

Its a priority to feel good in your shoes !

The Masters of skinAccomplish the 6 challenging missions given by the masters of skin REGISTER TO SAVE YOUR GAME AND SCORE

ContinueRegister

CHOOSE A MISSION BY SELECTING A POINTER

land

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SELECT YOUR AVATAR

I guess youre accustomed to challenge and adversity

Lets go !

You look AWESOME ! Whats your name by the way ?

Awesome EDHEC student

ChooseChooseChooseChooseChooseChooseChooseChoose

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SELECT YOUR LEVELAND GET REWARDS FOR YOUR SKIN

Each task will grant you points. You can save up for awesome goodies to treat your skin like it deserves!You can check your international ranking and share your scores with your friends.

Enough talking, lets meet master n1 !

EasyHardMedium

Ranking: Compete with other playersMost of gamification experiencesuse rankings. Rewards according to the level of expertise of gamers

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Mission 1Knock down preconceived ideas !

First master of skin Red Dermato

Mission 1: The dermoring

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Congrats !Youve completed your first task and unlocked your first tip !

Spend your points now or continue to save up!

The next master is waiting for you!

Score

237035

Get goodies !Save up!

Tip N1

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Blue dermato Blue dermatoWhat will AwesomeEDHECstudent do ? Blue dermato wants you to fight COMEDON ! Comedon wants to clog your pores2nd mission: Fight COMEDON

Congrats !Youve completed your first task.Spend your points now or continue to save up!

In any case, get on with your journey to a flawless skin.

The next master is waiting for you!

3526

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4 other simple mini games: Simplicity is key

Sebum IslandPerfect skin raceCatch the Lipikar !Find the LRPair

It needs to be fairly straightforward to get it. You cant make it complicated.Tags

15How to encourage our audience to play the game ? Promote LRP land

Pre test games with INFLUENCERSWeve accomplished the 6 masters of skin missions Social gaming promotion on

SOCIAL MEDIA

Welcome to LRP Skin land

Capitalize on LRP storytelling

Awesome TRAILERS on Youtube

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Part of a whole lifestyle campaign

Serious game part of a help programWith branded LRP freebies as part of incentives !Include tips on exercising, eating well everything that has an impact on the skin

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What are the advantages of our gamification campaign ? Fun & social Interactive & entertainingTime spent playing better retention & recall of content

Easy to go viralIn line with brand missionIncrease in learner knowledge on skin issuesImmersive learning simulations

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What are the benefits of gamification you ask ;-) ? Promote products interactivelyNon intrusive way to monetize relationshipEngage consumers(then they tend to buy more)Creates traffic to websiteLong-term relationship+engagementPositive word of mouthIncreased brand recognition & knowledgeBrand differenciation

. Promote your products interactively: The users become more aware of your brand and products. 2. Monetize the relationship with the customer Users play a proactive role in a fun, non-intrusive experience. This experience ends up incentivizing an intrinsic motivation thanks to badges and rewards. 3. Increase your sales Gamification succeeds in seducing consumers towards sales: an engaged customer will buy more. 4. Attract traffic to the website Users will access your platforms and talk about the brand or share it with their friends. 5. Build a long-term relationship The gamification strategy increases users level of engagement, since it offers prizes and rewards and also creates a lasting link of interaction between your brand and the user. 6. Reach a positive word of mouth With gamification, brands reach a positive word of mouth. A satisfied customer will talk about your brand for free, and will influence his closest groups. 7. Get entertained and engaged customers With gamification users are entertained, but the most important is that they establish links with the brand, which makes the engagement process easier. 8. Have a popular brand The brands recognition and knowledge increases thanks to the combination of game mechanics and elements proper to social networks. 9. Differentiate your business Thanks to gamification, you boost your brand's value, since you offer a new, interactive and creative environment. Gamification is a tendency that meets the desires of reward, achievement, self-improvement, incentivation and motivation that all of us need to discover what the brand is offering us.

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USP: effective formula (thermal water)Recommended by 25 000 dermatologists worldwideProven efficiency

GamificationDevelopment of a connected customer baseRise of health concerns among young consumers

Lack of competitivness among young generationVery limited online salesFierce competition in the dermocosmetics sectorSWOT

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Main take-awaysCorrect use of gamification Capture audience imagination & intention Campaign in line with brand mission Young consumers are super connected LRP needs to be where they are

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Many THANKS for your attentionGAME ON !