SlideShare une entreprise Scribd logo
1  sur  76
Télécharger pour lire hors ligne
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Out March 2013
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Peter Arnell
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
+ 170K views
(youtube,
Vimeo)

+ 200 blogs
(mashable
psfk, …)
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
NIGHTLIFE +
DESIGN =
PROGRESSIVE =
HEINEKEN
Creating Engaging Brands at VIACOM Identify 12
How to create the club of tomorrow?


 Join forces with a multidisciplinary
 group of designers
Crowdsourcing emerging designers
via social media
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!
How to create the club of tomorrow?


  Join forces with a multidisciplinary
  group of designers

  Connect with clubbers and understand
  their journey
Understanding the journey of clubbers


120             20              Clubbing
                                design-savvy
PARTICIPANTS     COUNTRIES
                                Heineken
Creating Engaging Brands at VIACOM Identify 12
The Heineken concept club community

Clubbing experience

                         Role of clubbing
     Review of the
  nightlife experience


                   Ideal experience
How to create the club of tomorrow?

  Join forces with a multidisciplinary
  group of designers

  Connect with clubbers and understand
  their journey

  Approach the nightlife experience as
  service design
Creating Engaging Brands at VIACOM Identify 12
Connecting   Discovering    Getting a drink




Dancing      Cooling down   Ending the night
The layout takes a cue from
the nightlife journey of clubbers
The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.
The staff is dressed in vibrant futuristic
outfits,
in line with the ‘Changing perspectives’ theme of the club.
The biggest video bottle wall in the world reacts on sound
and features live images of the clubbers.
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
Creating Engaging Brands at VIACOM Identify 12
The interactive bar surface entertains and connects
people in playful ways.
Creating Engaging Brands at VIACOM Identify 12
The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.
Leave your drink on the numbered shelf
and go crazy on the dance floor.
Instant pictures provide
you with a tangible memory
to take home.
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Creating Engaging Brands at VIACOM Identify 12
Joeri Van den Bergh

co-founder & gen Y expert
marketing author




   http://www.slideshare.net/joerivandenbergh/

   www.howcoolbrandsstayhot.com
Joeri Van den Bergh

co-founder & gen Y expert
marketing author




   http://www.slideshare.net/joerivandenbergh/

   www.howcoolbrandsstayhot.com

Contenu connexe

En vedette

How Cool Brands Stay Hot at Best of ESOMAR Madrid
How Cool Brands Stay Hot at Best of ESOMAR MadridHow Cool Brands Stay Hot at Best of ESOMAR Madrid
How Cool Brands Stay Hot at Best of ESOMAR MadridJoeri Van den Bergh
 
How Cool Brands Stay Hot @ De Marketingdagen
How Cool Brands Stay Hot @ De MarketingdagenHow Cool Brands Stay Hot @ De Marketingdagen
How Cool Brands Stay Hot @ De MarketingdagenJoeri Van den Bergh
 
How Cool Brands Stay Hot at Apestaartjaren 2012
How Cool Brands Stay Hot at Apestaartjaren 2012How Cool Brands Stay Hot at Apestaartjaren 2012
How Cool Brands Stay Hot at Apestaartjaren 2012Joeri Van den Bergh
 
How Cool Brands Stay Hot at NHTV
How Cool Brands Stay Hot at NHTVHow Cool Brands Stay Hot at NHTV
How Cool Brands Stay Hot at NHTVJoeri Van den Bergh
 
The truth and nothing but the truth (by Generation Y around the world)
The truth and nothing but the truth (by Generation Y around the world)The truth and nothing but the truth (by Generation Y around the world)
The truth and nothing but the truth (by Generation Y around the world)Joeri Van den Bergh
 
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)Joeri Van den Bergh
 
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)Joeri Van den Bergh
 
A Millennial view on the job market
A Millennial view on the job marketA Millennial view on the job market
A Millennial view on the job marketJoeri Van den Bergh
 
How to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research communityHow to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
 
Better, Faster, Stronger! Reinventing the Innovation Process
Better, Faster, Stronger! Reinventing the Innovation ProcessBetter, Faster, Stronger! Reinventing the Innovation Process
Better, Faster, Stronger! Reinventing the Innovation ProcessTom De Ruyck
 

En vedette (11)

How Cool Brands Stay Hot at Best of ESOMAR Madrid
How Cool Brands Stay Hot at Best of ESOMAR MadridHow Cool Brands Stay Hot at Best of ESOMAR Madrid
How Cool Brands Stay Hot at Best of ESOMAR Madrid
 
How Cool Brands Stay Hot @ De Marketingdagen
How Cool Brands Stay Hot @ De MarketingdagenHow Cool Brands Stay Hot @ De Marketingdagen
How Cool Brands Stay Hot @ De Marketingdagen
 
How Cool Brands Stay Hot at Apestaartjaren 2012
How Cool Brands Stay Hot at Apestaartjaren 2012How Cool Brands Stay Hot at Apestaartjaren 2012
How Cool Brands Stay Hot at Apestaartjaren 2012
 
How Cool Brands Stay Hot at NHTV
How Cool Brands Stay Hot at NHTVHow Cool Brands Stay Hot at NHTV
How Cool Brands Stay Hot at NHTV
 
The truth and nothing but the truth (by Generation Y around the world)
The truth and nothing but the truth (by Generation Y around the world)The truth and nothing but the truth (by Generation Y around the world)
The truth and nothing but the truth (by Generation Y around the world)
 
Rga How Cool Brands Stay Hot
Rga How Cool Brands Stay HotRga How Cool Brands Stay Hot
Rga How Cool Brands Stay Hot
 
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
 
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
 
A Millennial view on the job market
A Millennial view on the job marketA Millennial view on the job market
A Millennial view on the job market
 
How to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research communityHow to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research community
 
Better, Faster, Stronger! Reinventing the Innovation Process
Better, Faster, Stronger! Reinventing the Innovation ProcessBetter, Faster, Stronger! Reinventing the Innovation Process
Better, Faster, Stronger! Reinventing the Innovation Process
 

Similaire à Creating Engaging Brands at VIACOM Identify 12

Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrowConsumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrowInSites on Stage
 
Heineken Designing The Club of the Future
Heineken Designing The Club of the FutureHeineken Designing The Club of the Future
Heineken Designing The Club of the FutureInSites Consulting
 
Nightlife journey of clubbers inspires emerging designers to develop a vision...
Nightlife journey of clubbers inspires emerging designers to develop a vision...Nightlife journey of clubbers inspires emerging designers to develop a vision...
Nightlife journey of clubbers inspires emerging designers to develop a vision...InSites on Stage
 
Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)
Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)
Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)InSites on Stage
 
Heineken: Designing the Club of Tomorrow
Heineken: Designing the Club of TomorrowHeineken: Designing the Club of Tomorrow
Heineken: Designing the Club of TomorrowTom De Ruyck
 
iconnipeg presentation
iconnipeg presentationiconnipeg presentation
iconnipeg presentationmgcarreau
 
Bill Ho - Portfolio 2019
Bill Ho - Portfolio 2019Bill Ho - Portfolio 2019
Bill Ho - Portfolio 2019Bill Ho
 
Creative Social Creds (2016)
Creative Social Creds (2016)Creative Social Creds (2016)
Creative Social Creds (2016)Creative Social
 
AFTERNOON TEA Creative Trends Briefing
AFTERNOON TEA Creative Trends BriefingAFTERNOON TEA Creative Trends Briefing
AFTERNOON TEA Creative Trends BriefingNeochaEDGE ///
 
Desperados proposal short_eng_version
Desperados proposal short_eng_versionDesperados proposal short_eng_version
Desperados proposal short_eng_versionFriends Only
 
Cs copenhagen wrapupslideshare
Cs copenhagen wrapupslideshareCs copenhagen wrapupslideshare
Cs copenhagen wrapupslideshareCreative Social
 
#MassivelyEpic Launch NYC 2014 Audio Production Recap
#MassivelyEpic Launch NYC 2014 Audio Production Recap #MassivelyEpic Launch NYC 2014 Audio Production Recap
#MassivelyEpic Launch NYC 2014 Audio Production Recap David R. Iannone Jr.
 
Profile_Lu_Min
Profile_Lu_MinProfile_Lu_Min
Profile_Lu_MinMin Lu
 

Similaire à Creating Engaging Brands at VIACOM Identify 12 (20)

Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrowConsumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrow
 
Heineken Designing The Club of the Future
Heineken Designing The Club of the FutureHeineken Designing The Club of the Future
Heineken Designing The Club of the Future
 
Nightlife journey of clubbers inspires emerging designers to develop a vision...
Nightlife journey of clubbers inspires emerging designers to develop a vision...Nightlife journey of clubbers inspires emerging designers to develop a vision...
Nightlife journey of clubbers inspires emerging designers to develop a vision...
 
Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)
Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)
Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)
 
Heineken: Designing the Club of Tomorrow
Heineken: Designing the Club of TomorrowHeineken: Designing the Club of Tomorrow
Heineken: Designing the Club of Tomorrow
 
iconnipeg presentation
iconnipeg presentationiconnipeg presentation
iconnipeg presentation
 
Bill Ho - Portfolio 2019
Bill Ho - Portfolio 2019Bill Ho - Portfolio 2019
Bill Ho - Portfolio 2019
 
Creative Social Creds (2016)
Creative Social Creds (2016)Creative Social Creds (2016)
Creative Social Creds (2016)
 
AFTERNOON TEA Creative Trends Briefing
AFTERNOON TEA Creative Trends BriefingAFTERNOON TEA Creative Trends Briefing
AFTERNOON TEA Creative Trends Briefing
 
Nightlife Final
Nightlife FinalNightlife Final
Nightlife Final
 
Mirrorball Capabilities
Mirrorball Capabilities Mirrorball Capabilities
Mirrorball Capabilities
 
KultArtCreds
KultArtCredsKultArtCreds
KultArtCreds
 
Desperados proposal short_eng_version
Desperados proposal short_eng_versionDesperados proposal short_eng_version
Desperados proposal short_eng_version
 
Sabre Awards 2022.pdf
Sabre Awards 2022.pdfSabre Awards 2022.pdf
Sabre Awards 2022.pdf
 
Cs copenhagen wrapupslideshare
Cs copenhagen wrapupslideshareCs copenhagen wrapupslideshare
Cs copenhagen wrapupslideshare
 
Portfolio
PortfolioPortfolio
Portfolio
 
MADE WITH NRG
MADE WITH NRGMADE WITH NRG
MADE WITH NRG
 
AvaGreyDesigns-EPK-Main
AvaGreyDesigns-EPK-MainAvaGreyDesigns-EPK-Main
AvaGreyDesigns-EPK-Main
 
#MassivelyEpic Launch NYC 2014 Audio Production Recap
#MassivelyEpic Launch NYC 2014 Audio Production Recap #MassivelyEpic Launch NYC 2014 Audio Production Recap
#MassivelyEpic Launch NYC 2014 Audio Production Recap
 
Profile_Lu_Min
Profile_Lu_MinProfile_Lu_Min
Profile_Lu_Min
 

Plus de Joeri Van den Bergh

frAGILE - Is NextGen marketing more chemistry than science?
frAGILE - Is NextGen marketing more chemistry than science?frAGILE - Is NextGen marketing more chemistry than science?
frAGILE - Is NextGen marketing more chemistry than science?Joeri Van den Bergh
 
Who's up NXT: a global cross-generational study by InSites Consulting
Who's up NXT: a global cross-generational study by InSites ConsultingWho's up NXT: a global cross-generational study by InSites Consulting
Who's up NXT: a global cross-generational study by InSites ConsultingJoeri Van den Bergh
 
Bonding for FUTURO, an inspiration getaway
Bonding for FUTURO, an inspiration getawayBonding for FUTURO, an inspiration getaway
Bonding for FUTURO, an inspiration getawayJoeri Van den Bergh
 
Who's up NXT? A cross-generational view on NextGen marketing
Who's up NXT? A cross-generational view on NextGen marketingWho's up NXT? A cross-generational view on NextGen marketing
Who's up NXT? A cross-generational view on NextGen marketingJoeri Van den Bergh
 
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...Joeri Van den Bergh
 
Infographic: Millennials and Social Media - Brand expectations on social medi...
Infographic: Millennials and Social Media - Brand expectations on social medi...Infographic: Millennials and Social Media - Brand expectations on social medi...
Infographic: Millennials and Social Media - Brand expectations on social medi...Joeri Van den Bergh
 
Infographic: Millennials & Social Media - The what, where & why based on a gl...
Infographic: Millennials & Social Media - The what, where & why based on a gl...Infographic: Millennials & Social Media - The what, where & why based on a gl...
Infographic: Millennials & Social Media - The what, where & why based on a gl...Joeri Van den Bergh
 
No guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketerNo guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
 
Marketing and research with Generation Y
Marketing and research with Generation YMarketing and research with Generation Y
Marketing and research with Generation YJoeri Van den Bergh
 
How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...
How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...
How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...Joeri Van den Bergh
 
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)Joeri Van den Bergh
 
Don't worry be happy (results from an international youth study by InSites Co...
Don't worry be happy (results from an international youth study by InSites Co...Don't worry be happy (results from an international youth study by InSites Co...
Don't worry be happy (results from an international youth study by InSites Co...Joeri Van den Bergh
 
We got a crush on you(th) - Results of a global InSites youth research community
We got a crush on you(th) - Results of a global InSites youth research communityWe got a crush on you(th) - Results of a global InSites youth research community
We got a crush on you(th) - Results of a global InSites youth research communityJoeri Van den Bergh
 
Youth Nowadays - Are you Millennial proof?
Youth Nowadays - Are you Millennial proof?Youth Nowadays - Are you Millennial proof?
Youth Nowadays - Are you Millennial proof?Joeri Van den Bergh
 
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)Joeri Van den Bergh
 
How advertisers reconnect with consumers @ Famous BBQ event 2011
How advertisers reconnect with consumers @ Famous BBQ event 2011How advertisers reconnect with consumers @ Famous BBQ event 2011
How advertisers reconnect with consumers @ Famous BBQ event 2011Joeri Van den Bergh
 

Plus de Joeri Van den Bergh (17)

frAGILE - Is NextGen marketing more chemistry than science?
frAGILE - Is NextGen marketing more chemistry than science?frAGILE - Is NextGen marketing more chemistry than science?
frAGILE - Is NextGen marketing more chemistry than science?
 
Who's up NXT: a global cross-generational study by InSites Consulting
Who's up NXT: a global cross-generational study by InSites ConsultingWho's up NXT: a global cross-generational study by InSites Consulting
Who's up NXT: a global cross-generational study by InSites Consulting
 
Bonding for FUTURO, an inspiration getaway
Bonding for FUTURO, an inspiration getawayBonding for FUTURO, an inspiration getaway
Bonding for FUTURO, an inspiration getaway
 
Who's up NXT? A cross-generational view on NextGen marketing
Who's up NXT? A cross-generational view on NextGen marketingWho's up NXT? A cross-generational view on NextGen marketing
Who's up NXT? A cross-generational view on NextGen marketing
 
5 Paradoxical Consumer Trends
5 Paradoxical Consumer Trends5 Paradoxical Consumer Trends
5 Paradoxical Consumer Trends
 
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...
 
Infographic: Millennials and Social Media - Brand expectations on social medi...
Infographic: Millennials and Social Media - Brand expectations on social medi...Infographic: Millennials and Social Media - Brand expectations on social medi...
Infographic: Millennials and Social Media - Brand expectations on social medi...
 
Infographic: Millennials & Social Media - The what, where & why based on a gl...
Infographic: Millennials & Social Media - The what, where & why based on a gl...Infographic: Millennials & Social Media - The what, where & why based on a gl...
Infographic: Millennials & Social Media - The what, where & why based on a gl...
 
No guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketerNo guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketer
 
Marketing and research with Generation Y
Marketing and research with Generation YMarketing and research with Generation Y
Marketing and research with Generation Y
 
How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...
How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...
How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van...
 
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)
 
Don't worry be happy (results from an international youth study by InSites Co...
Don't worry be happy (results from an international youth study by InSites Co...Don't worry be happy (results from an international youth study by InSites Co...
Don't worry be happy (results from an international youth study by InSites Co...
 
We got a crush on you(th) - Results of a global InSites youth research community
We got a crush on you(th) - Results of a global InSites youth research communityWe got a crush on you(th) - Results of a global InSites youth research community
We got a crush on you(th) - Results of a global InSites youth research community
 
Youth Nowadays - Are you Millennial proof?
Youth Nowadays - Are you Millennial proof?Youth Nowadays - Are you Millennial proof?
Youth Nowadays - Are you Millennial proof?
 
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)
 
How advertisers reconnect with consumers @ Famous BBQ event 2011
How advertisers reconnect with consumers @ Famous BBQ event 2011How advertisers reconnect with consumers @ Famous BBQ event 2011
How advertisers reconnect with consumers @ Famous BBQ event 2011
 

Creating Engaging Brands at VIACOM Identify 12

  • 43. + 170K views (youtube, Vimeo) + 200 blogs (mashable psfk, …)
  • 50. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
  • 52. Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo
  • 53. Designers get their inspiration from life in the city, the club scene, each other, their expert coaches, the Heineken brand and of course… clubbers!
  • 54. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey
  • 55. Understanding the journey of clubbers 120 20 Clubbing design-savvy PARTICIPANTS COUNTRIES Heineken
  • 57. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  • 58. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design
  • 60. Connecting Discovering Getting a drink Dancing Cooling down Ending the night
  • 61. The layout takes a cue from the nightlife journey of clubbers
  • 62. The origami element at the entrance links the outside to the inside of the club and hints at the interior design.
  • 63. The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club.
  • 64. The biggest video bottle wall in the world reacts on sound and features live images of the clubbers.
  • 65. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line.
  • 67. The interactive bar surface entertains and connects people in playful ways.
  • 69. The limited edition bottle alters it’s appearance under different types of light and is accompanied by origami serving trays and openers.
  • 70. Leave your drink on the numbered shelf and go crazy on the dance floor.
  • 71. Instant pictures provide you with a tangible memory to take home.
  • 75. Joeri Van den Bergh co-founder & gen Y expert marketing author http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com
  • 76. Joeri Van den Bergh co-founder & gen Y expert marketing author http://www.slideshare.net/joerivandenbergh/ www.howcoolbrandsstayhot.com