AV-id™Leveraging Digital to Fuel InnovationADETEM PARIS May 26th 2011by Ben Wood, Innovation Director

The digital revolution is happening in marketing as well as culture

It’s not just about shifting traditional media, marketing and research practices online

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It’s about leveraging digital to engage and co-create with people in a changing world…

For Our Participants:

A rich and intuitive platform for self-expression and idea creation

Freedom to generate insights and ideas in their own space and time

Encourages interaction and co-creation

Why is digital so powerful for innovation?

For Us:

Flexibility to adapt insight

exploration and creative tasks

A meaningful dialogue with living,

breathing insight and ideas in rich

multi-media formats

Global reach without prohibitive costs

1. Leading Edge Consumers

2. Extreme Users (category/brand haters, challenged users,

customizers…)

3. Experts (from our Expertz™ panel of over 3000 experts)

4. Target Consumers

5. Client Communities

And it allows us to form bespoke creative

communities around the world:

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Stage 1

Inspiration

Stage 2

Internal Ideation

Stage 3

Evaluation

Inspiration

IdeationRecycling &

Optimization

Co-creation

Linear Innovation Process

(Traditional Multi-stage Approach)

Dynamic Innovation Journey

(Creative Digital Community)

AV-id™ enables a more flexible, dynamic and iterative

approach to insight and idea generation

Lead Ideas

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We have the tools to facilitate interaction,

self-expression and creation.

Text inputting and meta-tagging

…with the active encouragement of a dedicated community manager

Hi I’m Audrey and I’ll be your community manager

The community can add links to websites and interesting points of reference

Quotes from authors and resources that can enrich the research data can be added

The community can upload and embed videos from third party resources as YouTube or Video

The community can record their thoughts on video, direct from their PC using a webcam

Pictures and sketches can be uploaded and shared with the community

Live conversations can be initiated between community members and Added Value staff

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And can build bespoke co-creation platforms

Enough Theory

Let’s see the types of insights and ideas

that AV-id™ can generate…

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Emergent Expressions of Freshness and Naturalness from the Community

Pitching starter Ideas for a new natural iced tea: Green Oasis in Urban Jungle

Iced Tea (AV-id™ Insights for Innovation )

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Ideation developed concepts and potential identitiesNew product to be launched in Russia in June 2011

Iced Tea (AV-id™ Insights for Innovation )

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“Imagine there is a

small village with

a furniture workshop

that frugally and

efficiently makes this

stool. The stool its self

has nice hand and a

true craft feeling.

Imagine if the engineers at IKEA and this

workshop collaborated to make a version of

this stool for a higher end IKEA collection.

Imagine if that story was told to the

consumer so they could 1) understand the

process 2) appreciate the item 3) be

offered a new look that is generally quite

expensive by comparison 4) the price

considerably reduced by IKEA's

participation. Consumers would feel the joy

of seeing a small private workshop benefit,

get a high end piece of furniture for less, be

educated on how great furniture can be

more affordable thanks to IKEA's ability to

reduce costs through their way of working...

IKEA then seen in an improved light and

the sales of the better furniture pay for

themselves. Marketing that pays for its

self, helps others and produces a

great product”

Trend Inspiration Product & Colab Ideas My Desired IKEA

(Retro Remix Trend)

Home Furnishing (AV-id™ Insights for Innovation)

A More Detailed Case Study:

Levi’s® Strauss Personalization Innovation

Global Creative Community for Levi’s®: Personalization Innovation

Twenty – four 18-25 year-olds personalizing their worlds across the world…

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Freelance graphic designer and artist

Loves graffiti, Japanese anime, Artoyz, tattoos, etc.

Anti-conformist, enjoys & seeks to display his difference through everything he can, starting with his physical appearance

Personalization is a philosophy infusing every part of his life & universe

"I'm very against conformity. Too many things can look the same in this world, so I need tomake everything I own myown style and design"

Meet DUSTIN, 24, New York (part of the community)

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Loves acting, singing, dancing

Fond of theme parties, role playing… and being glamorous and noticed !

Besotted with Princess Monroe… her beloved pooch

Huge fan of Marilyn & Madonna

Personalizes absolutely everything and is particularly keen on stamping her M on whatever she can (pooch, boyfriend…)

"I am really obsessed with'M's…since my first and last namestart with M. Also… MarilynMonroe, Madonna…"

Meet MARA, 24, Los Angeles (part of the community)

Dogs dig personalization too…(Well at least Mara's pooch Monroe who has her own 'doggy blog' and pals…)

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Student in design & architecture

Very creative & avant-garde

Fond of 'deconstruction' at present & loves anything peculiar & poetic

Into experimenting…in various fields (photography, crafts, painting, fashion…)

Has built and personalized a pink toilet she keeps in her bedroom…

Personalization is an existential quest

"Because I wanna find 'Me' who is totally different from other people. I wanna feel that I'm special"

Meet YENA, 24, Seoul (part of the community)

1. The WHAT of personalization

Tattoos are the ultimate form of Personalization for many: a unique and indelible expression of yourself, a daily 'walking piece of art'… what could be 'tattooed' onto denim?

Their naked body(skin)

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Their environment

It's not just their private spaces that are personalized….the street is a canvas for personal expression and graffiti in particular is an interesting source of inspiration for Levi's®

2. The HOW of personalization

Strip Down

REMOVE

DECONSTRUCT

SIMPLIFY

BACK TO THE ESSENCE

CUT OUT

Traditionally, jeanswear personalization has been about adding things/decoration: what can be removed and simplified to create new forms of personalization and fresh aesthetics?

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Recycle/Rebuild

TRANSFORM

SECOND LIFENEW & OLD

CHANGE CONTEXT

MODIFY FUNCTION

A particularly creative expression of personalization in which objects can be given new lives and functions: definitely an interesting area to explore for jeanswear personalization – denim resurrection and second life?

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Let’s Meet the Community

3. Generating Breakthrough Ideas

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Levi's® Resurrection/Denim Graceland

(ideas that emerged from AV-id™)Insight: You never want your favourite jeans to die

Opportunity: Give your favourite jeans a second life when they start to fall apart

Starter Ideas

In Store

� Levi's® Resurrection via in store Denim Doctor’ in the ‘Jeanius Lab’

� Resurrection ‘wall of fame’ with before and after repairs

� Recycle wall e.g from 501® to skirt/bag

Online

� 'Doctor Denim' Avatar (e.g Japanese Denim 'master')

� User to send in digital photo of jeans with close ups of areas for repair. Levi's® to send back mocked up visual of solution and cost

� Jeans-bay of 'loved to death' jeans etc…

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Insight: The perfect fit is the holy grail for denim jeans…especially for women

Opportunity: A jean made for your body alone… no other jean looks and feels so ‘yours’

Starter Ideas

In Store

� Bespoke fit service in store

� Old school: garage with mechanics as tailors, shrink to fit ‘carwash’ etc

� Future: 3D cyberscan followed by laser pattern cutting and sowing

Online

� Ability to stock your 3D body shape (e.g virtual mould) and replicate for future jeans and finishes

Fit Perfect (ideas that emerged from AV-id™)

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Fit Perfect

Levi’s® undertook a worldwide exploration of female bodyshapes to identify the different shapes that could satisfy the majority of women around the world (80%)

Levi’s® took the principles of the ‘low-tech’ version of Fit Perfect e.g in-store ‘tailor’ to measure you and provide you with the perfect fit just for your bodyshape

� Supreme curve

� Bold curve

� Demi Curve

� Slight Curve

Celebrating the fact that all women are different and all can be beautiful (vs. skinny top model media ideal) cf. Dove ‘real beauty’ campaign

It has now gone digital with the ‘Levi’s® Digital Fitting Experience’ where online guidance can help you identify and purchase the perfect fitting jean for you

An inspiration behind Curve-Id

To recap…

1. Leverage digital communities to create a new brand/consumer

dialogue and generate fresh global insights and ideas

2. Identify the community that is best placed to deliver against your

strategic innovation objectives (internal, leading edge, expert etc.)

3. Break out of the linear insight to ideation process to facilitate

insight and idea generation as well as optimization throughout the

innovation journey

4. Maximize the multi-media possibilities that digital offers to share

intimate insights, pitch ideas and co-create with the community

5. Learn from our mistakes! We’ve been running digital communities

since 2007 and have continuously optimized our approaches and

technology to build successful creative networks

To continue the discussion…

1. Read our latest thinking on our blog: Source http://www.added-value.com/source/

2. Check our Facebook page: https://www.facebook.com/

3. Follow us on Twitter: @AddedValueGroup

4. Join our LinkedIn discussion group on Innovation

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THANKS !