Consumers expect that brands not only meet them at their adoption stage but also deliver experiences that surprise and delight.
Rivalries, fandom, beer and travel are all core to The Lions Rugby Tour experience. In “Fight for Territory,” we see Steinlager challenging its rival sponsor, Guinness, for digital signage throughout the airport. Fans interacted with the signs to blanket the airport in support for their team. This campaign drove brand loyalty and strong business outcomes.
- This is an imaginative and unexpectedly human way to use technology. The experience created kept the fan journey in sharp focus, and in fact, enhanced it.
KATHY KLINE, GLOBAL STRATEGY OFFICER
In the “VR Vaccine” from Hermes Pardini, we see how painful and stressed vaccinations can be for both kids and nurses. To shift negative perceptions of the vaccination process, Hermes Pardini developed an immersive VR experience that transforms the patient into a land where they’re a hero and their arm is a shield.
- As illustrated in this example, VR technology can be used in innovative ways; shifting perceptions of unpleasant experiences
STINE HALBERG, CEO
PUBLICIS MEDIA DENMARK
Safety is not a given for all people. Tech- powered visualization makes the world a safer place for the LGBTQ community to explore. PFLAG Canada created a utility driving impressive global application and impact:
- Simplicity & elegance of design and experience eased adoption
- Dynamic data powered real-time relevance
- Heightened pressure on awareness fueled multi-pronged momentum to drive change
E.T. FRANKLIN, EVP, MANAGING DIRECTOR
In “SmartSuit” from Samsung, we see Samsung not only putting a logo on speed skaters’ suits for the Olympics but also leveraging the Internet of Things, in this case, a speed skating suit that measures the height the skater is above the ice to create buzz for the brand.
It’s been said that in the Internet of Things, every “thing” can become media.
- Integrating a brand’s technology into an athlete’s performance reimagines the sports sponsorship, with the potential to elevate awareness around its ability to innovate.
JOE REINSTEIN, GLOBAL GROWTH OFFICER PERFORMICS
To drive change with youth inactivity OMO launched a “dirt is good” campaign with a 23-hour Facebook Livestream featuring sedentary children, igniting a groundswell in the Middle East, where dirt is associated with socioeconomic stigmas. Coupled with branded content and changes to children’s TV programming, the campaign enabled a community movement with a 90% sales increase.
- With this concept in mind, brands must identify social issues that intersect with their core values/products and integrate those products authentically within a solution that advances humanity.
JON LOPES, GROUP VICE PRESIDENT
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