The rollercoaster of emotions: How brands and agencies can enjoy the ride

Darren Watson Executive Creative Director

#FITCH_Emotion

#Adfest2016

Join in the conversation:

© Daniel Serva

@FITCHdesign

@watsoneast

The Rollercoaster of emotions Why do we have emotions? The ‘big disruption’ – 21st Century impact Why emotions matter in experiences Who’s using emotions in experiences well How we all can enjoy the ride

Why do we have emotions?

Human beings are one of the most complex of all animals

© Daniel Serva

© Andrea Rossato

They are part of what makes humans, human.

Emotions make us unpredictable, impulsive and endlessly interesting.

Emotions play a crucial role

helping to understand

the world

learn about and trust new things

make decisions and take action

Mountain slide, Switzerland

Smiler rollercoaster at Alton Towers UK

pay to turn fear into pride Emotions cause us to

The are not always easy to control What do we do after a hard day?

They make us who we are. Feel like an athlete…

Nike store NY

Feel unique…

Mini not normal campaign

Evoke important memories.

Everyday it feels like we go through hundreds of emotions. According to science it’s not that complex, not by a long shot…

4 ‘mother emotions’

Source: Institute of Neuroscience and Psychology, University of Psychology of Glasgow. Fractl – emotion research 2014

happy Makes us want to share

sad Helps us connect and empathize

afraid Makes us need something to cling to

angry Makes us more stubborn

Source: Institute of Neuroscience and Psychology, University of Psychology of Glasgow

Whisked up into a myriad of ‘emotional stews’.

We feel first. Think second.

Source: Buyology by Martin Lindstrom

The emotional brain processes information 5 X faster 90% of purchase decisions are subconscious 70% of all purchases are emotional

Without emotions our lives would be incomplete

The big disruption 21st century impact

OUR WORLD WILL CHANGE MORE IN THE NEXT 5 YEARS THAN IN THE LAST 50

NO ORDINARY DISRUPTION

65 million!

Source: McKinsey & Company: The four global forces breaking all the trends

By 2035 in China, those aged 60 and over

larger than the entire US population

AGING POPULATION URBANIZATION

Average rise in urban population every year

Number of years to reach 50m users

38 4 1

TECHNOLOGY


NO ORDINARY DISRUPTION GLOBAL CONNECTIONS

500x!Increase in global online traffic

from 2000 to 2012

INDUSTRIAL REVOLUTION X 300

WE ARE LIVING IN A TIME OF DISCONTINOUS CHANGE


A new social generation of people.

More informed and connected, less loyal and dictating how they engage with brands.

Living in times of abundance… Information and choice fatigue

…and scarcity value of time disappearing resources

Vitalityair – bottled Canadian air

Gen Z

Live for now Grew up with touchscreens New digital tools to filter

Gen Y

Live once Grew up with computers Facebook moments

Source: Wellbeing in the US 2015, San Diego University

21st century survival mechanisms

Same a&en(on (me span as this fella

that’s less than the attention span of this guy

…an evolved 8 second filter

Source: National Center for Biotechnology, US The Associated Press, 2015

Live for now

The digitally powered social age has set a strong culture of individuality while still maintaining a longing for belonging.

Products

Possessions

Extrinsic

Fractured

Source: FITCH Gen Z report 2014

– stories ‘social currency’

– memories ‘experience seeking’

– intrinsic motivations ‘what I want to achieve’

– seamless ‘continuous’ world

Shifting expectations.

Nike Find your Greatness by Wieden + Kennedy

Focus on the individual who they are and what they value

Nike run San Francisco

Wanting a relationship built on what they want to achieve

200m Number of fans Nike connects every day in dialogue around

achieving through sports and movement.

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Achieving Post-purchase using product or service

Continuous Consumer

FITCH Joy of Shopping research

‘no looking back’ - incremental gains towards achieving

The big misfit: Continuous consumers Living in a time of Discontinuous change

Emotional rewiring needed: emotional impact continuous experiences

Why emotions in experiences matter

‘Experiences’ trump ‘things’ Amongst a deluge of worldly concerns and fatigue of material pursuits

Source Boston Consulting group Millennials report 2014

78% Millenials would rather spend on experience over material posessions

’OK isn't OK’ for experiences anymore Rise of self-service and technology advancements push expectations of experience.

Netflix and chill button

Experiences are ‘emotional responses’ to moments in our lives

8 in 10 Millenials say best memories come from an

experience they participated in

can be shared entirely personal no two the same…

Source Boston Consulting group Millennials report 2014

© First kiss Melissa Coker

Personal experiences First kiss…

© NK Guy Burning Man

Shared experiences Burning man festival…

Ultraviolet Shanghai

Paid for experiences Dinner at a Michelin starred restaurant…

For people

Shift from material possessions

to a ‘wealth of experience’

For brands

Shift from share of wallet – share of voice

Source The ultimate marketing machine, HBR 2015

to a ‘share of experience’

High performing brands moving to share of experience

High emotional experience High performance

Source The Value of Customer Experience, Quantified 2014 HBR 2014

74% more loyal 2.4 x revenue per consumer Satisfied consumers = higher share price

Who’s using emotions in experiences well?

Disruptive brands are taking advantage of these volatile times and addressing issues of our time.

Rapid change = rewire opportunity

80% Of people see brands

as most trusted to improve economic and

social conditions

Building a belief that brands are best placed to improve living

Source Edelman trust barometer 2016

(and have the financial power to do it)

Superbrands

relationship needs to be built on generosity

Generous brands ™

Free basics

© Tim Lahan

A winner takes all dynamic

People can spot non-generous behavior a mile away

The fine line.

A rock-like consistency and human-like personality that people can depend on

1974 message from Lego… …2000’s

Lego advertisement by Brunner

Wearing their emotions on their sleeves

Toys - improved relationship between parent and child


Detergent – highlighting challenges faced by women

Share the load by BBDO Mumbai


Search engine - wisdom

Reunion by Ogilvy India


Whisky – celebrating the human spirit

Keep the fire alive by


Refreshment – happiness, a simple pleasure

Teach the world to sing by McCann Erickson

How brands and creatives can "enjoy the ride

Forget Omni-channel

?

The emotional rollercoaster How do we enjoy the ride?

Brands

1. Respond to what people want to achieve

The emotional rollercoaster How do we enjoy the ride?

Brands

2. Stage their story – ‘storydoing’ Create content rock stars Their journey, active participation sharing meaningful and memorable stories

Gopro adventure in life in 4K

Physical

Human

Digital

Touch points not channels Think PHD Combine physical, human and digital

3. Right place

Brands

4. Right time ‘spend time’ Major moments of enhanced sensory experiences Starbucks ‘Willy Wonka of coffee’

Put in dining in field image

Surprise the senses High engagement Breaks down complexity builds emotional engagement

House of Bols, Amsterdam

4. Right time ‘spend time’

Turn fear into pride With the ‘power of play’ Floor disappears forcing people to climb the walls

North Face store, South Korea

4. Right time ‘spend time’

4. Right time ‘save time’ ‘Micro moments’ of novel ultra-convenience

Dominos Pizza Anyware

5.Coach the coaches, get the crowd Understand level of confidence Turn off fears of colour when decorating Step on a colour, see it transform space

Asian Paints Colour experience, India

5. Coach the coaches, get the crowd The confident coaches the newbie Experience as a learning platform guided by more confident consumers

VIVID Homes, China

The emotional rollercoaster How we enjoy the ride – Continuous experiences

1. Respond to ‘what they want to achieve’ 2. Stage their story – ‘storydoing’ 3. The right place – ‘PHD touch points’ 4. The right time – ‘Spend time and save time’ moments 5. ‘Coach the coaches’ to get the crowd

Celebrate the emotional rollercoaster Nike Rise China

Nike Rise, AKQA

Excitement and anticipation Recruiting from millions of aspirers personal stories

Fear of not being selected Getting up and close with competitors

Bonding highs and lows as a team Training pain and team creation with Pro coaches

Amplify the hopes and fears of failing Train and do drills like the stars Create the theatre to feel like a hero

Celebrate and share the journey and achievement Energy of the emotional finale shared as a team

Journey as a personal story how do we make it responsive?

Aspiration

Fear of being cut

Bonding highs and lows

Amplified hopes and fears

Celebrate and share

The emotional rollercoaster ‘sweet spot’

Brands

SOURCE: Cisco, McKinsey Global Institute analysis, Telefonica research 2015

Making it more personal, convenient and responsive.

Enhanced world of ‘bits and bots’

40% Of all global connections

will be machine-to-machine by 2020

Brands

83% Accuracy rate on

wether user is bored whilst on mobile

Cogni Toys

Enhanced world of ‘bits and bots’ Experiences that evolve with people

EQ + IQ = ‘Human natured’ experiences Emulate to an extent the way human senses work to respond Creating emotional delight against motivations

FITCH prototype spatial sensor system with Microsoft

The emotional rollercoaster Enjoy the ride – human natured experiences

Brands

What we want to achieve

respond to emotions

Continuous experiences keeping us in the

sweet spot

The emotional rollercoaster Enjoy the ride – human natured experiences

Brands

#FITCH_Emotion

#ADFEST2016

Thanks for listening

www.slideshare.net /FITCH_design

@FITCHdesign

@watsoneast

Darren Watson Executive Creative Director

Come and enjoy the ride Thursday 17th March 10:45 – 13:00

The rollercoaster of emotions: How brands and agencies can enjoy the ride

Design