Sch leavebehind
Transcript of Sch leavebehind
TODAY
Introduction to AKQA
Strategic vision
Concepts
Delivery
The Future Inspires Us.
We Work To Inspire.
Innovation.
Service.
Quality.
Thought.
WE WORK GLOBALLY BECAUSE OUR CLIENTS DO
AMSTERDAM ATLANTA
LONDON NEW YORK
SAN FRANCISCO
SHANGHAI
WASHINGTON PARIS
TOKYO
BERLIN
1300 Employees. 25x Agency of the year.
AKQA SERVICE OFFERING
eCommerce
Branded utility and
service design
Interactive experiences
Content creation and distribution
Interface design
Creative
Technology
Strategy
Account and Delivery
Ideas and innovation. Meaningful consumer connections.
AKQA SHOW REEL
Video: AKQA Password: innovate
Retail initiative with a digital installation.
NIKE+ BOXPARK
Video: BOXPARK Password: innovate
93% of visitors who interacted also pre-ordered
“The future of Nike retail defined.”
The world’s first personal trainer.
NIKE+ KINECT
Video: KINECT Password: innovate
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STRATEGIC VISION
Your brief.
Where we are.
The challenge.
The opportunity.
Audience insight.
Our vision.
YOUR BRIEF
A digital vision that inspires.
A proposal that improves reputation, image and/or revenue.
Ideas that illustrate the potential of the vision.
WHERE WE ARE
A passenger favourite: #1 in Europe, #4 in the world.
Restricted expansion opportunities; building a world class lounge to
continue to compete.
Long history of practical innovation.
THE CHALLENGE
Change the basis for competition in airport lounges away from simply
adding physical services.
THE OPPORTUNITY
Use digital to redefine the entire lounge experience.
DATA RE-DEFINES RELATIONSHIPS
This is about data strategy as much as business strategy.
Harness the power of data to unlock meaningful new experiences
(value exchange).
UNLOCKING VALUE
Value exchange at scale must start with similarity not difference –
something that represents value for every single traveller.
An insight that transcends the differences of 14 million people a year must come from deep in
human nature.
SIMILARITY NOT DIFFERENCE
HIERARCHY OF NEEDS
Self actualization Pursue inner talent Creativity fulfilment
Self – Esteem
Achieve Mastery recognition Respect
Belonging – Love
Friends Family Spouse Lover
Safety
Security Stability Freedom from fear
Physiological
Food Water Shelter Warmth
There is real richness within a space often considered simply “low stress”.
INSIGHT
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
Where do I have to go?
How long do I have?
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
Where do I have to go?
How long do I have?
PHYSICAL NEEDS
Where can I eat and drink?
Where can I sit ?
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
Where do I have to go?
How long do I have?
PHYSICAL NEEDS
Where can I eat and drink?
Where can I sit ?
EMOTIONAL NEEDS
What’s my travel story?
Do I feel connected?
HARNESS THE POWER OF DATA TO UNLOCK MEANINGFUL
VALUE EXCHANGE.
Using non-personally identifiable data we can instantly personalise
around needs.
Where you are.
When you leave.
Where you’re going.
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
PHYSICAL NEEDS
EMOTIONAL NEEDS
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
PHYSICAL NEEDS
EMOTIONAL NEEDS
ORIENT IN TIME & SPACE
RELAX
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
PHYSICAL NEEDS
EMOTIONAL NEEDS
SURFACE PRODUCTS & SERVICES RELEVANT TO INDIVIDUAL NEEDS
TOUCH
ORIENT IN TIME & SPACE
RELAX
LOUNGE 2
HIERARCHY OF NEEDS*
* Following data compiled from one-to-one interviews, focus groups, quantitative studies & desk research conducted March 2013.
PROXIMATE NEEDS
PHYSICAL NEEDS
EMOTIONAL NEEDS
BECOME PART OF THE LOUNGE USER’S TRAVEL STORY
SURPRISE
SURFACE PRODUCTS & SERVICES RELEVANT TO INDIVIDUAL NEEDS
TOUCH
ORIENT IN TIME & SPACE
RELAX
STRATEGIC VISION
A personalised experience for 14 million people.
LOUNGE 2
EXPERIENCE
DELIVERY
OUR PROCESS
Define.
Design.
Develop.
Deliver.
DEFINE PHASE: WORKSTREAMS
Purpose:
The define phase will result in complete concepts and a scope for AKQA to execute the concept experience.
Work-streams: – Requirements gathering
– Further concept development
– User testing
– Technical feasibility
– Production scoping
DEFINE PHASE: SUMMARY OF COSTS
Requirements Gathering € 70,000
Concept € 126,000 - € 308,000
User Testing € TBC
Technical Feasibility € 70,000
Scoping € 34,000
Total € 300,000 - € 482,000
Costs are to be adjusted once feedback on pitch presentation as been received.
Please note that any additional cost (including travel and subsistence) will be charged separately (subject to prior approval of the client).
DEFINE PHASE: ROADMAP
Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Requirements Gathering
Concept Development
User Testing
Technical Feasibility
Scoping
WHY AKQA
Our vision for Lounge 2 delivers:
– Reputation, image, revenue
– Competitive advantage through data and services
– Smart, sustainable platform for consumer engagement
– A personalised experience for 14 million people
AKQA has a proven track record of creativity and innovation, delivered at scale.
Thank You.