2. CTMUSICM LOCATION TECHLTEXPERIENCE THINKINGE WEARABLE TECHNOLOGYW
Hello
In June this year, PLAY curated a speaker session at the
Vivid Ideas festival.
We used this opportunity to explore what we feel is a really
significant change for the media and ad industries – a change
that requires brands to focus less on saying – and more on doing.
The way we consume media and interact with brands has altered
dramatically. Today, brands need to understand how they can create
experiences that help them build audiences, instead of buying
audiences.
At PLAY, we collaborate with amazing practitioners to develop
the best experiences for our clients, and at this Vivid session we
brought some of our expert partners together to present their
vision of the Future Media Experience to the Vivid audience.
In this edition of the PLAY Report we take a look at some
of the insights and work examples presented by Snepo,
Art Processors, Spotify, and Metalworks by Maxus at PLAY
presents: The Future Media Experience.
We’d love to hear your feedback on this issue via our
social channels.
The team at PLAY.
It’s time to give
technology a back seat
and lead with design.
The future of music
is deeply personal
and data driven.
No two journeys
or experiences
are the same.
Do more
and say less.
Solving brand
challenges with
utilitarian technology.
CREATIVE TECH
The Future Media Experience
3. The Future Media Experience
Did you
know?
86%
of buyers will pay
more for a better
customer experience.
of luxury industry
insiders believe
digital marketing
is not an effective
method to reach
ultra-high-net-worth
individuals.
Brands with high advocate
populations get 264% more
earned media impressions
than average brands.
85%
of consumers expect
integrated multiscreen
campaigns will be “very
important” by 2016.
89% of consumers
switched to
a competitor
following a poor
experience.
50%of consumers will purchase
your brand after “liking it”
on Facebook.
In-store offers will account for
more than 40% of indoor location
technology revenues in 2017.
68%
59% of business leaders believe
companies that don't fully embrace
social media will not survive.
Source: RightNow Customer
Experience Impact Report
Source: Chadwick, Martin & Bailey
Source: Facebook for business
Source: ABI Research
Source: James Russo, Nielsen
Source: Wildfire Interactive
Source: Wealth-X
Source: Customer Experience: Is
it the Chicken or the Egg, Forbes
4. The Future Media Experience
TOM SANDERS
MC and Head of Strategy
PLAY Communications
BEN MOIR
Director and Founder
Snepo & Wearable Experiments
TONY HOLZNER
Co-Founder and CEO
Art Processors
NICO ABBRUZZESE
Director of Creative Technology
Metalworks by Maxus
Speakers:
RENE CHAMBERS
Senior Artist and Label Manager
Spotify Australia
5. The Future Media Experience
Whatis
TheFutureMediaExperience?
“Personalised mobile interfaces that
respond to your immediate context.”
– Tony Holzner
“The useful interaction between a person
and a brand, where technology adds a
layer of utility and, why not a little magic.”
– Nico Abbruzzese
“Seamless connectivity and customisation
throughout the day, across all devices, amongst
yourself, your friends, your emotions and location.”
– Rene Chambers
“Ongoing 2-way conversations between users and
technology that lead to truly bespoke, interactive,
immersive and multi-sensory experiences.”
– Ben Moir
“Barrier-less integration between our
individual lives and the immersive
worlds brands create for us.”
– Tom Sanders
6. The Future Media Experience
PERSPECTIVE:
Experiences are the new
media currency - they are a
brand’s most valuable owned
media platform.
CTMTMWE
GREAT TECHNOLOGY EXPERIENCES = HARDWARE + SOFTWARE
Technology seems to be the
answer - but what are the questions?
In a world that is increasingly connected and digital, technology is the vehicle to
deliver meaningful experiences.
At PLAY, we work with specialists, such as Ben Moir, to develop technology solutions
for meaningful and innovative experiences.
Ben works across what he calls “Wearable Experiments” (aptly the name of his
business), which are often the stepping stone to a commercial product - as is the
case with the Durex Fundawear project. As a brand, Durex wanted to step out of the
shady world of “safe sex” to a much more romantic brand mission of “connecting
couples”.
Through its long-distance, smart phone-controlled vibrations that partners can give to
one another, Fundawear enables Durex to broaden its identity and appeal. It is no
longer just about preventing risky sex about encouraging and facilitating intimate
connection.
Other milestone projects of “Wearable Experiments” include the Foxtel ‘Alert Shirt’ - a
fan jersey that uses wearable technology to take the experience into the physical
world, allowing sports fans to feel what the players feel live as it happens during the
game.
Similarly, their ‘Navigate Jacket’ helps the consumer find their destination using
integrated LED lighting and haptic feedback via a number of small vibrators. A
groundbreaking application of wearable technology that does not require a screen.
Can your business make a difference to consumers lives through smart technology?
AN INTRODUCTION TO EXPERIENCE THINKING
Don’t buy audiences, build them
by delivering outstanding experiences
Traditionally media had one main goal - to aim for our eyeballs with laser precision.
2014’s media landscape is fragmented, inflated, personalised and complex.
We are bombarded with more messages than ever, but we are also better than ever at avoiding them.
Nowadays, we have the ability to control our media consumption, both in terms of time and place.
To create value in a world where experiences are currency, brands, agencies and their partners need
to understand the processes, skills and risks associated with creating experiences.
There is a reason people claim they are not influenced by advertising; until recently the experience has
been passive - learning was incidental, not deliberate or participatory. The Consumers’ role, has been
simply that, to consume. Consume the message, consume the product.
However, people don't think of themselves like that. We are active and involved. We choose. We react.
We vote. We don't want to be interrupted – we want to be engaged.
This new dynamic requires a new definition of experiences that are created by brands. In our
fragmented media world, experiences are the new currency - they are a brand’s most valuable, owned
media platform.
At PLAY, we put this insight at the centre of everything we do. We call this Experience Thinking.
7. SUCCESSFUL TECH EXPERIENCES = UNDERSTANDING HARDWARE + SOFTWARE
Technology seems to be the answer -
but what are the questions?
In a world that is increasingly connected and digital, technology is the vehicle
to deliver meaningful experiences.
In 2013, Sydney tech company Wearable Experiments teamed up with Durex to
create a piece of technology that would assist the brand in stepping away from
the shady world of “safe sex” to a much more romantic brand mission of
“connecting couples”.
Through its long-distance, smart phone-controlled vibrations that partners can give
to one another, Fundawear enables Durex to actually demonstrate that they do in
fact connect couples.
Other milestone projects of Wearable Experiments include the Foxtel ‘Alert Shirt’ -
a fan jersey that uses wearable technology to take the experience into the physical
world, allowing sports fans to feel what the players feel live as it happens during
the game.
Similarly, their ‘Navigate Jacket’ helps the consumer find their destination using
integrated LED lighting and haptic feedback via a number of small vibrators.
A groundbreaking application of wearable technology that does not require a screen.
Can your business make a difference to consumers’ lives through smart technology?
The Future Media Experience
PERSPECTIVE:
In an increasingly digital
world brands have to engage
with technology to provide
meaningful experiences.
“You have got to make a
difference to people’s lives,
you’ve got to add some value”
– Ben Moir
CTLTMWE
Watch the
Navigate
Jacket
case study
Watch the
Alert Shirt
case study
Watch the
Fundawear
case study
8. The Future Media Experience
MORE RELEVANT EXPERIENCES THROUGH DATA
The future of music
is the future of everything.
In March of 2014, Spotify acquired the world’s preeminent musical data
intelligence firm, The Echo Nest. In doing so, Spotify inherited the most
advanced database of musical knowledge in the world, consisting of
1.2 trillion data points across the songs in its library.
The Echo Nest will enable Spotify to match user profiles with similar musical
tastes from around the world with greater accuracy and wider reach.
Also app developers will be offered access to the industry’s best music APIs to
provide broad and deep data on millions of artists and songs, making it easy
for brands to create branded listening applications and experiences for their
users.
While streaming platforms like Spotify and Pandora are facilitating this kind of
data aggregation and analysis for music, the principle of capturing data about
user choices, preferences and cross category relationships will no doubt be
applied to other verticals such as grocery shopping, socialising and movies.
So if you think big data is not relevant to your brand, think again.
CTLTMWE
PERSPECTIVE:
Build up owned data
to deliver personalised,
bespoke experiences for
your customers.
Watch
Spotify’s
Vision of The
Future
of Music
9. The Future Media Experience
CONTEXT IS KING.
Location based experiences
customised to the individual.
As we become accustomed to the seamless transition between digital and
real experiences - beacon technology provides a perfect network solution.
Beacons broadcast tiny radio signals to smart devices, such as phones or
tablets, which “hear” these signals and exchange data and information freely.
Tony Holzner, founder of Art Processors, turned the traditional art gallery
experience on its head when his company developed “The O” for The Museum
of Old and New Art (MONA).
Using iPods, The O constantly updates the content that is available on the
device, depending on the user’s location in the gallery, thus removing the need
for the usual prescribed, linear journey through an exhibition. To date, over
500,000 MONA visitors have used the system to view over 17 million artworks.
Antwerp digital agency, Prophets, have recently created a similar solution using
Apple iBeacon technology in The Rubens House museum. Breathing new life
into the ancient works of Peter Paul Rubens, visitors use the technology to
zoom in on details of artworks, look at x-ray imagery of paintings, solve quiz
questions and much more.
Whether it is streamlining a shopping mall experience, offering tailored in-store
sales promotions or pushing a menu direct to diners in a restaurant, the future
opportunities for beacons are endless and varied.
PERSPECTIVE:
Enhance the experience of
defined space by making every
users interaction engaging
and bespoke to them.
CTLTMWE
Watch the
Prophets
case study
Watch the
Beacons in the
Retail Environment
case study
Read
about the
MONA “O”
10. The Future Media Experience
PERSPECTIVE:
How can you provide
meaningful utility solutions
to your audience?
“I see creativity and technology becoming
increasingly connected to provide experiences
that speak on behalf of the brand.”
– Nico Abbruzzese
CTLTMWE
TONE AND PURPOSE OF MEDIA EXPERIENCES
Big Brother or Big Sister?
According to Nico Abbruzzese, Director of Creative Technology
at Metalworks by Maxus the global emphasis on “Big Data” has
caused brands to seem all-knowing and almost Big Brother-like.
Nico suggests an alternative, namely the Big Sister approach that
channels the meaningful application of technology in brand
communications.
In an effort to reduce drink driving, a nightclub in Singapore
developed a technology solution to stop their guests from drink
driving - an urinal that would warn male clubbers if they had “one too
many to drive”.
In Korea, Samsung Insurance transformed the country’s number one
suicide bridge through a project that was delivered in collaboration
with psychologists. As pedestrians make their way across the bridge,
positive, supportive messages appear in the structure of the bridge
in an attempt to divert the dark plans of possible suicide candidates.
While it sounds sinister and possibly even inappropriate for a brand
to be involved with suicide prevention - the initiative seems to literally
save lives. Since the installation went live, suicides on the bridge
have been reduced by 77% (Smart Planet).
How can creativity and technology solve current or future problems in
your business?
Watch the
Anti
Drink Driving
case study
Watch the
Samsung
Insurance
case study
11. The Future Media Experience
PLAY is a communication agency that specialises in
Brand Experience Marketing. We activate brands,
leverage sponsorships, create events and branded
environments, and maximise every connection through
mobile and digital amplification. We are known for our
strategic, accountable and business centric approach.
Our clients understand that we deliver sales,
differentiate their brand and products, and build loyalty
across consumer, trade and internal audiences.
WHO WE ARE
We are experience thinkers. We place the customer
experience at the centre of what we do. This enables us
to identify channel neutral, high impact marketing
opportunities for our clients and ensures a relevant and
meaningful dialogue with consumers.
WHAT MAKES US DIFFERENT
WE HAVE AN EXPERIENTIAL
MIND AND A DIGITAL SPIRIT
Consumers don't differentiate between a digital and real
life experience with a brand. Neither do we. We fuse our
strategic, creative, digital and activation capabilities into
a seamless experience, delivering against defined
business objectives.
For business and press enquiries please contact:
Simon Horauf // Founder & Director
Simon.Horauf@playcomms.com
WANT TO PLAY?
T: +61 2 8199 9900
F: +61 2 9281 8125
OFFICE ADDRESS
Level 1, 91 Campbell Street, Surry Hills
NSW 2010, Australia
POSTAL ADDRESS
PO Box 1073 Darlinghurst
NSW 1300, Australia
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