Hype 2015 - assignment Jan, Eline & Michael.

Brussels

HYPE 2015 - Eline, Jan & Michael

Hi there.

Today, we’ll talk about - Brussels. Yep. - the problem we want to fix - the reasons we think that problem exists - the strategic solution for the problem - the directions for creation - and giving you a recap for this all.

Brussels A brand in trouble?

What trouble?(We can’t define the target group if we don’t knowwhat the problem is)



So first, we picked the problemwe wanted to solve.in order to define our target group.

- ALEXANDER DE CROO

“Digitale technologie en creatieve innovatie verandert in sneltempo onze economie en

onze samenleving. De digitale revolutie zorgt voor heel wat nieuwe kansen en zal de

volgende jaren één van de sterkste motoren zijn van groei, jobs en welzijn. Ons land moet

die kansen grijpen. “

Which means at least 1.000 new start-ups by 2016

at least 50.000 new jobs in digital companies by 2016

How? - starting a tax shelter for start-ups - fiscal incentives for crowdfunding - lower labor costs for young entrepreneurs - one time tax-deduct for digital investments - …

Well Alex, that’s a pretty good start.

But digital innovation doesn’t automatically

happen when you make sure all the technical

stuff is ready.

Innovation needs ideas.

Groundbreaking and yes, game changing ideas.

And room for them to grow and succeed or fail and try again.

And hey Alex, we think Brussels can help you with this.

We think that

positioning Brussels as THE city where innovative ideas can grow and creative people get inspired

endlessly

can Alex help reaching his goals.

(= the challenge, hooray)

- STADSLUCHT MAAKT VRIJ, SVEN GATZ ET AL.

“De meest creatieve of innovatieve economische activiteiten groeperen zich vandaag rond steden. Steden vormen vandaag de centrale knooppunten van een groeiend aantal wereldwijde netwerken.”

The importance of a city in creativity

“Talented people know that to secure a

prosperous future, they need to put themselves in settings that enhance their ability to build both the relationships and

skills they will need to support themselves.”- Charles Landry, urban planning expert

Charles Landry, urban planning expert

- CHARLES LANDRY, URBAN PLANNING EXPERT

“There are no boundaries separating culture and

economy. Creative talent is folded and shaped by the culture they live in. And these people have the power

to reimagine business.”

So, how can beautiful Brussels help us reaching our goals?

The fed gov wants new start-ups.

Which basically means, new fresh and valuable business ideas.

Some ideas like these guys had.

$10 billion gross revenue

50.000 new jobs every month!

$0.5 billion gross revenue

+350.000 hosts worldwide

$137.1 million gross revenue

+1000 employees

Some ideas like these guys had.

We went looking for that one thing they have in common.

We went looking for that one thing they have in common.

Start-ups usually start with a very simple idea.

A simple idea that is rooted in human truth.

Their founder looked at the world and saw an opportunity.

An opportunity to meet an unmet need of people.

Room to add value to someone’s life, that has never been added before.

“One Thanksgiving I was about to take orders and couldn’t find restaurants that were open, so I worked

with my co-founders to come up with the idea of starting a company with Web-enabled menus.”

Jason Finger, founder Seamless

Ideas that start off small.

Ideas that solve a human need.

Ideas that usually origine in some feeling of frustration.

And well, that’s where we as Brussels come in.

Ah Brussels. No city is as unpredictable as you are.

“Brusselisation”: a byword for a careless approach to urban planning, or,

to use a technical term, making everything look like a right old mess.

- City Metric

Heck, all these imperfections.

Shouldn’t someone make an app for that?

The unexpectedness of Brussels is a driver of creativity.

It’s flaws stimulate every person to find their own creative solutions.

Insight

And Alex, this also means that:

Everyone in and around the city of Brussels can be a potential innovator or creative genius.

(= target group)

We’re Brussels. We ain’t flawless.


But these flaws will inspire our people to be creative.

Proposition


But these flaws inspire our people to be creative. People do need proof of the pudding.

Politics

Economy

Media

Civil

participation

Comms / campaign

Creative brief

Make people in Brussel aware of all the creative

opportunities in their city.

Make them aware of the flaws and let them think

creatively about it.

OUTDOOR

OPPORTUNITIES

DIGITAL

IDEAS

PLATFORM

FORWARD

TO

DIGITAL

BELGIUM

PRESENT STATE

Grey & dreary city

Frustration

Irritation

Boring

Corporate

PRESENT STATE

DESIRED STATE

Grey & dreary city

Frustration

Irritation

Boring

Corporate

Creative city

Inspiration

Exciting

Opportunities

GET every person that lives or works in Brussels

TO See Brussel as an inspiring place

have innovative ideas start a digital business.

BY Highlighting the city’s weaknesses and irregularities as

business opportunities to solve and fix them.

Hype 2015 - assignment Jan, Eline & Michael.

Marketing