Leading the Changes

Changes constantly take place around us.

You just need to catch them!

Change - it's more than a trend.

It's a conversion of many trends colliding and creating a new

paradigm.

Let's get back to the future and

have a look to some noticeable changes.

Change @ ECO-Preoccupation

Desire of environment protecting

Ecology and safe lifestyle will remain the world's most accurate subject for the next years. Based on their own principles, and sometimes under the pressure of the new law, manufacturers are inviting consumers to participate in ECO-activities:

•Recycling and re-use•Reduction of harmful emissions to protect the environment•Planting of greenery

Trend @ RECYCLING

THE CHANGE TO LEAD:Consumers are increasingly concerned about environmental issues, issues of re-use and recycling of waste products, these concerns and needs intensified due to global economic crisis.1

THE ROLE TO TAKE:Helping consumers recycle by taking back all old items from customers, and then actually doing something constructive with them.23

THE IDEA: Nike “ReUSE a SHOE”Idea is to take shoes and separate the 3 main parts of the shoe and use those parts to build tracks for running, tennis courts, and basketball courts.

Idea @ Nike “ReUSE a SHOE”

Trend @ RECYCLING

THE CHANGE TO LEAD:Consumers are increasingly concerned about environmental issues, issues of re-use and recycling of waste products, these concerns and needs intensified due to global economic crisis.1

THE ROLE TO TAKE:Helping consumers to care about the environment while purchasing in Auchan stores.23

THE IDEA:Special “Green cash-box” – in the cashier, no free plastic bag. Instead, the buyer can purchase a package consisting of 40% recycled or paper bag or re-usable bag.

Source by - http://article.unipack.ru/39589/

Auchan @ “Green cash-box”

Trend @ Natural products inside

THE CHANGE TO LEAD:Consumers are increasingly concerned about environmental issues, issues of reuse and recycling of waste products, these concerns and needs intensified due to global economic crisis.1

THE ROLE TO TAKE:Show customers naturalness of the ingredients in McDonald's products.23

THE IDEA:“McDonald's fresh salads billboard” A living-billboard on which planted the phrase "fresh salad"

McDonald’s @ “Fresh salads billboard”

Trend @ Planting of greenery

THE CHANGE TO LEAD:To avoid the reduction of the number of plants and trees. It causes ecological problems because of the lack of transformation of CO2.1

THE ROLE TO TAKE:The brand cares about environmental issues, talks about these issues and actively uses natural themes in its communication.23

THE IDEA:Coca-Cola / WWF “Plant Billboard” Billboard that purifies the surrounding air.

Coca-Cola / WWF @ “Plant Billboard”

Change @ Collaboration with technologies

Technologies have become an integral part of our lives, they get more friendly & intuitively understandable. We are

already empowered using those technologies: choice of films and serials, navigation, searching recipes, purchasing,

recognizers of music, contacting with friends...In a near future, we will not be able to imagine our lives

without high-technologies. This situation pushes the brands to consider this change in their products and

communications.

Trend @ Experiencing a second screen

THE CHANGE TO LEAD:The vast majority of American tablet owners (88%) and smartphone owners (86%) surveyed by Nielsen in Q4 2011 said they used their device while watching TV at least once during a 30-day period.

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THE ROLE TO TAKE:Give to consumers an opportunity to use second screen during of watching TV.23

THE IDEA: KIA - AR TVcKIA create an unique communication using placement on TV and mobile application with Augmented Reality.

Idea @ KIA - AR TV Ads

Trend @ Social by Technology

THE CHANGE TO LEAD:People are actively using technology to socialize, talk about their location with geo-location services, broadcast their playlists in status of social networks and share moments of they life by using Instagram.1

THE ROLE TO TAKE:Give consumers the opportunity to socialize and experience new life-experience through the creation of a new situation, of consumption of the product.23

THE IDEA: Nike+ fuelbandGranataPet installed 10 billboards, when a user checked in to the billboard on Foursquare, it “dispensed” dog food into a dog bowl on the ground for four-legged friends.

Idea @ GranataPet “Snack Check”

Trend @ Techno-Healthy

THE CHANGE TO LEAD:Healthy lifestyle becoming more and more relevant today, and consumers are increasingly turning to devices for taking their status and progress/achievements.1

THE ROLE TO TAKE:Give consumers the opportunity to socialize at the time of training, to share successes and compare the results with friends, to make an individual and collective training program.23

THE IDEA: Nike+ fuelbandFuelBand tracks running, walking, dancing, basketball - and dozens of everyday actions. It also syncs up with a motivational web and mobile experience.

Idea @ Nike+ Fuelband

Trend @ Crowdsourcing

THE CHANGE TO LEAD:Consumers want participate in creation of the products/services, they want to contribute to a common objective.1

THE ROLE TO TAKE:Give to consumer an opportunity of self expression tool, communication channel with brand and place to raise their voice. 23

THE IDEA: “My Starbucks idea”Customers can contact Starbucks representatives through the community sites. The community has helped Starbucks taking into account customer feedbacks and promoting new products.

Idea @ “My Starbucks idea”

Trend @ Crowdsourcing

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THE ROLE TO TAKE:Brand leads an active dialog with their customers, listens to their opinions and suggestions, implements the most successful ideas in the opinion of consumers.23

THE IDEA: “Alfa ideas”Crowdsourcing service on Alfa-bank site "Alpha-Idea: We hear you!" - Develop and implement ideas to improve products and services of the Bank.

THE CHANGE TO LEAD:Consumers want participate in creation of the products/services, they want to contribute to a common objective.

Idea @ “Alfa ideas”

Change @ Need for Personalization

We live the same life, dressed in some stores, buying the same thing manufactured in China, we

travel in the same place. Every day, everybody would like to find their own

individuality through their experiences

Trend @ Desire of differentiation

THE CHANGE TO LEAD:Desire to stand out in small things that give them an understanding of self-importance, to be a unique customer1

THE ROLE TO TAKE:The brand that appeals to the consumer in a personal form, emphasizing the importance and distinguishing features of each individual customer.23

THE IDEA: TV ad telling about the importance of personification in the modern world. The focus became the personal value of each customer and his individuality.

Idea @ “Starbucks personal touch”

Trend @ Desire to be different

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THE ROLE TO TAKE:Provide an opportunity for personal expression and individualization of the product. Show that the brand shares the values of its customers and ready to contribute to it. 23

THE IDEA: Social application allowing to order a credit card with unique design, directly from your OK profile. You can choose any picture and create your personalized card, online.

THE CHANGE TO LEAD:Desire to stand out in small things that give them an understanding of self-importance, to be a unique customer

Idea @ “Personalized design card”

Thank You!