The trendwatch #13 juillet

1 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization

y u no Give a Shit?

TheTrendWatch#13


From mass communication

to mass interaction

to mass relation

http://www.youtube.com/watch?v=d_33SfEqnp4&feature=player_embedded

http://www.youtube.com/watch?v=d_33SfEqnp4&feature=player_embedded


Mass relation

has no impact

on my business

Mass relation

has a massive impact

on my business

vs.


So... What makes the difference?


Successful businesses genuinely care,

from the bottom of their heart.


Content is king…

But context is god!


"Businesses will need to look backwards and scale the

caring their grandparents' businesses exhibited towards

their customers or watch their competition pass them by"

says author and $60 million+ of revenue eBusiness

owner Gary Veynerchuk

http://thankyoueconomybook.com

People want

close relationships

with their brands.

http://thankyoueconomybook.com


148 millions views for Coca-Cola on in 2010...

What really matters

is not impressions but expressions


The value of a real relationship?


Give a Shit? FUUUUUUUU!

If it has a massive impact on business…

Show me examples!!!


Business

Model


Tom Shoes is expanding its successful "one for one" concept to other

products. It is also onboard with other brands like Element Skateboards or

Ralph Laurent, proving that sustainable giving is a smart business model.

Worldwide

http://www.toms.com

As of 2010,

over one million

shoes given!

http://www.toms.com


"One cup. One customer. One partner. One experience at a time.

We had to get back to what mattered most" says Starbucks CEO

Howard D. Schultz

Worldwide

http://www.starbucks.com

2010 was Starbuck’s best

financial performance in its 40 year history

http://www.starbucks.com/

http://www.starbucks.com


Levis new system for jeans. They care about the life and the problems of

their target so much that they change their production, and standard.

Wolrdwide

http://us.levi.com/shop/index.jsp?categoryId=4370093

http://us.levi.com/shop/index.jsp?categoryId=4370093


Product

Launch


After trying the Philips Wake-up Light for

six weeks during the polar winter, 87% of

residents in Longyearbyen agree that

they awake feeling more refreshed, alert

and ready for the day. The trial is the

world‟s largest light therapy field

experiment and is part of the Philips

Wake up the Town project.

Arctic

http://www.wakeup.philips.com

http://www.wakeup.philips.com


Mini is launching the world most advanced "connected car". For the first time you

embark with your entire digital life, and that's a killer way to stand out from the

competition.

Asia & USA

http://www.minispace.com/en_us/article/mini-connected/456/?eid=456

234,175 Minis found homes in 2010 - a record year.





VitaminWater not only lets facebook users decide what's the next flavor

but incentivizes them based on the success of the product launch!

Worldwide

http://www.face<book.com/vitaminwater<

Fan base jump

from 400,000 to

981,000 in just one

month…

Over 100k fans

participated.

http://www.facebook.com/vitaminwater


Brand

Image


Levis invest advertising money and energy to reconstruct the city of Braddock,

Pennsylvania.

"Disenfranchised youth are sick of seeing ads and stunts on the internet that don‟t mean

anything. By being a company that makes things by hand and makes things the right way,

levi‟s becomes meaningful" says Tyler Whisnand, Creative Director at Wieden+Kennedy

USA

http://www.levistrauss.com/blogs/braddock-pa-15104

Revenue up 9%

over 2009/2010







The winning idea of the Volkswagen "fun

theory" award, was submitted by Kevin

Richardson: "Can we get more people to

obey the speed limit by making it fun to

do?"

Volkswagen together with The Swedish

National Society for Road Safety, actually

made this innovative idea a reality in

Stockholm, Sweden: Hastighets Lotteriet.

Suede

http://www.thefuntheory.com

Volkswagen is now the highest selling eco car in

Sweden.Fun theory exceeded sales target by 50%.

http://www.thefuntheory.com


Adidas is all in / The event

Create a spectacular event, never seen before, with the lead up to

« adidas is all in »

The priority being to exploit the emotions of the consumer

across both adidas departments (sport and fashion), to blend the

brand universe, unite and involve targets.

The show : 1h30 in Marseille

A 3D mapping on1800 m2

A live concert with Justice, Busy P., DJ Medhi and Cut Killer


American Express helps small businesses struggling with

the recession. Real support, real results, real relationships.

USA

http://www.facebook.com/SmallBusinessSaturday

http://smallbusinesssaturday.com

To date, nearly 1.5 million people

have "liked" this initiative

http://www.facebook.com/SmallBusinessSaturday

http://smallbusinesssaturday.com


Vans branded stories dig deep and go beyond image to

be part of the community and part of the solution.

USA

http://offthewall.tv

http://offthewall.tv


Community

Engagement


Gatorade recently created "Mission Control": A war room in the middle of the marketing department of

its Chicago headquarters, to interact in real time with the 24/7 ongoing conversation. By developing

deep engagement, they experience direct positive impact like increasing product education (mostly

video) by 250% …

"We believe what we‟re building here is an example of a sandbox of tools and processes we can use

across the organization" says Bonin Bough, director of global social media at PepsiCo

USA

http://youtu.be/InrOvEE2v38

http://youtu.be/InrOvEE2v38


Converse is opening a community-based recording studio in Brooklyn.

Artists will be able to record there for free, and will have the option to

utilize converse.com and their social media channels to promote their

content, potentially reaching millions.

USA

http://play.converse.com/?p=2809

http://play.converse.com/?p=2809


To celebrate 1 millions+ likes on facebook, Heineken

simply likes its consumer back.

Holland

http://www.facebook.com/heineken

http://www.facebook.com/heineken


Footlocker empowers sneaker addicts to share their knowledge

and add value to the community... while helping them to brag!

USA

http://www.sneakerpedia.com

http://www.sneakerpedia.com

31

The garbage have been abandoned.

However they deserve to be taken care of.

What about we adopt them ?

Results : 378 460 visits within 2 months

An average of 130 friends by visitors have seen the garbage post

158 Countries, Belgium, Morocco and Canada leads

68 863 garbages adopted, 10,5 tonnes of garbages adopted

TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization

Dop, adopteundechet.com

Support this lauch in digital, giving proofs to the BIO positionning

Develop the target from the historic mother looking for a handy product

for the entire family……to the independant woman who wants a good

product for herself !


L'Oreal partners with Buddy Media to help beauty salons create a professional

facebook page and connect with consumers on a grassroots level.

"If you have 4,200 salons that connect with 300 people each, you then have the

ability to connect with more than a million people" says Buddy Media CEO

Michael Lazerow

USA

http://www.facebook.com/lorealparis

http://www.facebook.com/lorealparis


KLM surprises customers by spreading random little acts of kindness that trigger

a social media butterfly effect and impact the brand‟s perception.

Europe

http://surprise.klm.com

http://surprise.klm.com


Mico Communities are creating filters to help people

prioritize according to their individual tastes, friends...

Worldwide

http://belugapods.com

http://www.path.com

http://www.color.com

http://www.talkboxapp.com

http://belugapods.com

http://www.path.com

http://www.color.com

http://www.talkboxapp.com


User

Experience


Creating mass usage by evolving the UI to a point that it gets out of the way,

allowing the UX to shine. This is changing not only their market but also

redefining usage behavior & consumption.

Worldwide

http://www.apple.com/ipad

According to Shoppertron,

5.5 times higher e-commerce

conversion rate on iPad vs PC.

Web-based magazine viewing on a PC

averages only a few minutes. Titles like GQ

and Vanity Fair are seeing 60 minutes worth

of online browsing via the iPad.

http://www.apple.com/ipad


Instead of taking an annoying offline process and putting

it online, Zocdoc created a service that takes the pain out

of dealing with doctors by putting the user in control.

USA

http://www.zocdoc.com

http://www.zocdoc.com


Wiltshire Farm Foods find its success in the

deep understanding and specificities of its

users.

UK

http://www.wiltshirefarmfoods.com

Since re-designing

its ecommerce experience,

sales have increased 10,000%

http://www.wiltshirefarmfoods.com


People want to connect through any screen, so Skype launches its TV service. It continues

to grow by answering people‟s expectations and through constant quality control.

Worldwide

http://shop.skype.com/skype-for-tv







When it comes to babies, parents need stuff immediately.

Diapers.com masters immediacy with precision operations

and transparent tracking and updates.

USA

http://www.diapers.com Diapers.com have just been bought

for 540 millions dollars by amazon:

It's the new standard of digital business.

http://www.diapers.com


Inspiration Dior, Holoscreen Guestbook

How to create an interative ghestbook to leave a message and be a

part of the Dior legend ?

Using a magic interface, the holoscreen.

Pushkin Museum Moscow

A 3D mapping on1800 m2

A live concert with Justice, Busy P., DJ Medhi and Cut Killer


Cultural

Leverage


Glaceau immerses the SmartWater brand into the internet

"meme" culture with the Jennifer Aniston Sex Tape

USA

http://knowyourmeme.com

http://www.4chan.org

8 million views

in just two weeks

http://knowyourmeme.com

http://www.4chan.org


Coca-Cola invites Maroon 5 for a 24-hour live session

in studio, recording a song with the fans‟ input.

Worldwide

http://www.coca-cola.com/music

In only 24 hours…

355,000 views,

139 countries connected,

10 minutes of average time spent watching

and 14 minutes average twitter engagement.





P1 is a genuine, un-compromised community about luxury

and one of China‟s biggest online success stories. Made

by people consuming luxury, for the people consuming

luxury.

China

http://p1.cn

In less than 2 years, over 1 million affluent members

who spend 5X more than all other social classes combined.

http://p1.cn


Red Bull transform your streets into an art gallery helping

street artist to promote themselves and their culture.

Germany

http://streetartview.com

http://streetartview.com


Extended

Relation


Online conversion rate: 0.5 to 3%

Offline conversion rate: 20 to 95%

Shopkick rewards foot traffic and influences

decisions before the checkout.

USA

http://www.shopkick.com

http://www.shopkick.com


Tabbed out enhances your in-bar experience. More

control, more fun, more opportunities for the brand to

contact you.

USA

http://www.tabbedout.com

http://www.tabbedout.com


At SxSW this year, 60 merchants - including Whole

Foods, Starwood Hotels and Stubb‟s BBQ - proposed to

Foursquare users "spend $5, save $5"

USA

https://foursquare.com/americanexpress

"You go where your customers are,

and they are on places like Foursquare"

says Edward Gilligan, vice chairman for AmEx.

https://foursquare.com/americanexpress


Giftee is an online service that lets users send

small “thank you” real-world gifts via Twitter.

Japan

http://giftee.co

http://giftee.co


Mobile that helps you develop a deeper relationship? **dialing the “brand name”

is simpler and as fast as a QRcode, no technology required, works with any

media…

USA

http://www.zoove.com

http://www.zoove.com


DIESEL SPAIN // FULLSIX SPAIN

People want to tell others what they like... so why don‟t we allow it in our

stores ?

Let them share wich Diesel products they like with

their friends...


Display

Advertising


iAD, is taking mobile advertising to the next

level delivering service, information, help…

Worldwide

http://advertising.apple.com

http://advertising.apple.com


If you‟re going to interrupt people‟s surfing experience, be disruptive and create value like UNIQLO!

The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the

„switch‟ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with

losing tickets remaining as banner ads.

Japan

http://www.uniqlo.com

The campaign ultimately generated almost 3 Million clicks,

and a retail sales increase of 120%

http://www.uniqlo.com


Ballantine's takes the open source concept and applies it to music,

creating the perfect social object for a social brand.

Spain

http://www.elplanb.tv

http://www.elplanb.tv


Rather than create a traditional ad campaign, Metro stood up for freedom of speech and

devised a way for people to speak freely without getting into trouble.

Hong Kong

http://www.metrohk.com.hk

http://www.metrohk.com.hk


Corporate

Culture


PepsiCo10 is as much about challenging our visions of marketing, advertising and communications

as it is about showing dedication to the emerging technology space and supporting new thinking.

USA, EUROPE, ASIA

http://www.pepsico10.com

http://www.pepsico10.com


Why does Zappos offer new employees $3000 to quit?

Because it wants it‟s employees to give a shit!

USA

http://www.zappos.com

Amazon bought Zappos for over $1 billion,

because it understands the value of its unique culture.

http://www.zappos.com


To

Wrap up...

63

In the era of human communications,

customers want you to give a shit!

This means going beyond changing advertising:

This means embracing a top-down, inside-out and

bottom-up commitment to genuinely caring…

Are you ready?

TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization


Thanks! facebook.com/TheTrendWatch

@TheTrendWatch

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The trendwatch #13 juillet

Business

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