DIGITAL INNOVATIONS TRENDS
Carat Digital General Manager Carat Digital Innovations Director Stella JamieLui Jennifer Dong
Point & Know
Social Big Data
The key to O2O is that it finds consumers online and brings them into real-world stores. It is a combination of payment model and foot traffic generator for merchants (as well as a â€œdiscoveryâ€? mechanism for consumers) that creates offline purchases.
POINT & KNOW “With textual search and information now abundantly available to most people most of the time, the race is on to make instant visual search and information ubiquitous too. Any real world object (if not person) will soon be able to be ‘known’ by on-the-go consumers equipped with smartphones, which can be pointed at anything to retrieve/ find related information on a whim. And yes, some commerce may follow from that as well.”
POINT & KNOW NOW
With the advent of wearable technologies (from Google Glass to Apple’s rumored Smart Watch, not to mention countless other similar initiatives, even like startups on Kickstarter), this is one trend that is subject to massive acceleration. Indeed, expect smartphones to face ever-stronger competition from devices that are increasingly worn – if not seamlessly integrated – into consumers’ vision, clothes or bodies.
Video Demo Source: http://www.kickstarter.com/projects/haptix/haptix-multitouch-reinvented
SOCIAL BIG DATA “Why consumers want ‘good’ data not ‘big’ data.” If data is the new resource, expect consumers to start demanding their share of its value. To date, the ‘big data’ discussion has focused on the value of customer data to businesses. Now, increasingly savvy consumers will start to reverse the flow: seeking to own and make the most of their lifestyle data, and turning to brands that use this data to proactively offer customers help and advice on how to improve their behavior and/ or save money.
Thinking Out of the Box!
New Innovation Pioneered in China Digital Scene since Jan 2012 Carat exclusive for new versions
EVERY DAY CONSUMER
What is your name How you look like Where you are
UNTIL ONE DAY BRAND KNOWS
What you like Who you are following Who are your friends Who commented you lately Who liked your most â€Ś
INNOVATIVE AD UNIT
CHIPS AHOY! – 1ST FMCG BRAND
ENGAGEMENT RATE ON SINA IMPROVED
ENGAGEMENT RATE ON TENCENT IMPROVED
39% SCAN QR CODE
NEXT UPGRADE DUAL-SCREEN ENGAGEMENT
MADE IN CHINA
MADE BETTER IN CHINA ! China still faces many potential obstacles in its attempts to foster a deep and lasting culture of innovation and creativity (State economics! Politics! Demographics! The environment! Intellectual property!). However an avalanche of Chinese brands & innovations are already catering to an increasingly large and sophisticated internal market, and competing with and even beating established incumbents from all over the world at their own game.
DESIGNED BETTER IN CHINA Due to be completed in 2013, the Sinosteel International Plaza in Tianjin, China, was designed by Chinese architect Ma Yansong, of MAD Architects.
MADE GREENER IN CHINA ELECTRIC TAXIS IN SHENZHEN
SUNTECH POWER – WORLD’S LARGEST SOLAR PANELS PRODUCER
MADE BETTER BY CHINA HAIER BRAIN WAVE TV
OCHIRLY: LVMH INVESTMENT
HERBORIST: TAKING CHINESE COSMETICS GLOBAL
LENOVO: YOGA TABLET / LAPTOP HYBRID
MADE ONLINE IN CHINA
MADE IN CHINA - INWATCH
DRAGON TV + WALA APP
HUNAN TV + HULA APP
VIDEO POCKETS New Innovation Pioneered in China Digital Scene since Jan 2012 Carat exclusive for new versions
388M PC USERS
130M MB USERS
FAST-GROWING 13H PER WEEK 24% VIDEO CONSUMPTION
FORCED-VIEWING VIDEO PREROLL
A short, sharp call-to-action message will be screened at the beginning to inform viewers that this is a special interactive video where they can find embedded pockets.
An identified icon will appear throughout the video as and when a pocket is available for viewers to interact. This can be removed if a very sophisticated Video Pockets is being built where viewers can literally interact with most items that were featured in the original video. .
A pocket can be activated with a visual prompter or by the selected area on screen. For the latter; we can create the area by the outline of whichever identified visual within the video (A person, a product, etc) A pocket can be another video; mini game; Appdownload; data-base collection; ecommerce; etc â€“ we can build literally anything since we control the server â€“ Carat experts will recommend accordingly for optimized viewing experience.
CHIPS AHOY! – 1ST FMCG BRAND ENGAGEMENT RATE ON TENCENT IMPROVED
ENGAGEMENT RATE ON YOUKU IMPROVED
CHIPS AHOY! – 1ST FMCG BRAND FIRST BRAND EVER IN CHINA MARKET TO HAVE VIDEO POCKET BUILT WITH A BRAND’S WEIBO PAGE – ALSO A BREAK-THROUGH ON NEGOTIATION FOR THIS ALLOWANCE GRANTED
A brand new innovation that delivers a new way of video consumption in China via the mobile / tablet channel. This technology allows a brand to embed various formats of content within a video in which the viewer can opt in to engage and socially share the experience after. It is an attempt to improve the pre-roll viewing experience and any other video element sources as well as overall enhancement of engagement metrics.
Screw 'the customer is always right': these 'demanding brands' are taking the (painful) lead again. Switched-on brands that are embarking on the journey towards a more sustainable and socially-responsible future will demand that consumers also contribute. Even if that means some pain â€“ financial or otherwise â€“ for their customers.
A TRULY DEMANDING BRAND NOT FOR EVERYONE (FOR THE ONES WHOM MADE THE RIGHT CHOICE)
DEMANDING BRANDS, almost by definition, will alienate some people. But brands that back down at the first sign of resistance will simply come across as half-hearted, weak and uncommitted. And, given that even the biggest, most successful brands can’t satisfy everyone, best to just get on and do the right thing, before being made to.
SINCERITY IS EVERYTHING
Consumers aren’t going to take painful action at the behest of brands unless they believe in that brand’s vision of - and activities for - a ‘better world’. So any brand being DEMANDING had better be 100% transparent and be taking real, meaningful, painful positive action itself first.
DEMANDS ARE NOT REWARDS
DEMANDING BRANDS don’t reward consumers for taking positive action. They DEMAND it as a condition of engagement. And while some brands might be unwilling to go all out and DEMAND action from consumers, many governments around the world are already moving ahead, especially in the environmental arena, as shown by the examples below. Something for brands that want to be seen as forward-thinking to consider.
ACTIVITIES SHOULDN’T BE ONE-OFFS
It’s one thing being temporarily demanding as a stunt to grab consumers’ attention, but quite another to make meaningful demands on an ongoing basis.
HACHIKYO FINES IN JAPAN
February 2013 saw the Hachikyo seafood restaurant in Japan introduce a scheme where diners not finishing their tsukko meshi (rice and salmon roe) dish, must pay a â€˜fineâ€™ and donate to a fund for local fishermen. The menu explains that the donation is designed to highlight the dangerous working conditions for the fishermen who harvest the roe.
KITCHEN SAFE â€“ TIME-LOCKED
July 2013 saw DEMANDING PRODUCT the Kitchen Safe reach its funding goal on Kickstarter. The product is a Tupperware box with a time-lock lid, helping customers store oh-so-tempting yet guilty treats or items securely until a future time of their choosing. Suggested uses include anything from snacks to smartphones, credit cards to cigarettes. The Kitchen Safe is available for pre-order for USD 39.95.
CASA DO ZEZINHO – HALF HAPPINESS
Brazilian nonprofit Casa do Zezinho launched its Half for Happiness campaign, which aimed to boost awareness about malnutrition. Several products, including a steak and a head of lettuce, were sold in São Paulo grocery stores, having been chopped in half. In the space where the missing portion was an explanation that the additional proceeds from the items’ sale would be donated to Casa do Zezinho to help alleviate malnutrition.
VICTORIA SOCCER DONATES BLOOD To promote its charitable blood donation campaign, Brazilian soccer club Vitoria unveiled new player uniforms in July 2012. Although the team usually played in red and black, the team’s uniform was changed to white and black (a big deal in soccer-mad Brazil), and fans were told that to restore the shirts back to their regular colors, they would have to donate blood. Over 10 matches, the red stripes returned as blood donations increased. Following the success of the initial campaign, the Fundação de Hematologia da Bahia (Hematology Foundation from Bahia) created the "Hemoba Solidarity Cup" in May 2013, inviting football fans from two rival soccer teams - Bahia and Vitoria - to donate blood, with the fans ‘competing’ via a Facebook app as to which fans could donate the most blood.
CARAT. REDEFINING MEDIA.
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