5. Why is digital so powerful for innovation?
For Our Participants: For Us:
A rich and intuitive platform for Flexibility to adapt insight
self-expression and idea exploration and creative tasks
creation
A meaningful dialogue with living,
Freedom to generate insights breathing insight and ideas in rich
and ideas in their own space multi-media formats
and time
Global reach without prohibitive costs
Encourages interaction and
co-creation
6. And it allows us to form bespoke creative
communities around the world:
1. Leading Edge Consumers
2. Extreme Users (category/brand haters, challenged users,
customizers…)
3. Experts (from our Expertz™ panel of over 3000 experts)
4. Target Consumers
5. Client Communities
7. AV-id™ enables a more flexible, dynamic and iterative
approach to insight and idea generation
Linear Innovation Process Dynamic Innovation Journey
(Traditional Multi-stage Approach) (Creative Digital Community)
Stage 1 Inspiration
Inspiration
Stage 2 Lead
Recycling &
Ideas Ideation
Internal Ideation Optimization
Stage 3
Evaluation Co-creation
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8. We have the tools to facilitate interaction,
self-expression and creation.
Text inputting and meta-tagging
The community can add links to
websites and interesting points of
reference
Quotes from authors and resources that
can enrich the research data can be
added
The community can upload and embed Hi I’m Audrey and I’ll
be your community
videos from third party resources as manager
YouTube or Video
The community can record their
thoughts on video, direct from their PC
using a webcam
…with the active encouragement of a
Pictures and sketches can be uploaded dedicated community manager
and shared with the community
Live conversations can be initiated
between community members and
Added Value staff
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11. Iced Tea (AV-id™ Insights for Innovation )
Emergent Expressions of Freshness Pitching starter Ideas for a new natural
and Naturalness from the Community iced tea: Green Oasis in Urban Jungle
11
12. Iced Tea (AV-id™ Insights for Innovation )
Ideation developed concepts and potential identities
New product to be launched in Russia in June 2011
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13. Home Furnishing (AV-id™ Insights for Innovation)
Trend Inspiration Product & Colab Ideas My Desired IKEA
“Imagine there is a
small village with
a furniture workshop
that frugally and
efficiently makes this
stool. The stool its self
has nice hand and a
true craft feeling.
Imagine if the engineers at IKEA and this
workshop collaborated to make a version of
this stool for a higher end IKEA collection.
Imagine if that story was told to the
consumer so they could 1) understand the
process 2) appreciate the item 3) be
offered a new look that is generally quite
expensive by comparison 4) the price
considerably reduced by IKEA's
participation. Consumers would feel the joy
of seeing a small private workshop benefit,
get a high end piece of furniture for less, be
educated on how great furniture can be
more affordable thanks to IKEA's ability to
reduce costs through their way of working...
IKEA then seen in an improved light and
the sales of the better furniture pay for
themselves. Marketing that pays for its
self, helps others and produces a
great product”
(Retro Remix Trend)
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14. A More Detailed Case Study:
Levi’s® Strauss Personalization Innovation
15. Global Creative Community for Levi’s®: Personalization Innovation
Twenty – four 18-25 year-olds personalizing their worlds across the world…
16. Meet DUSTIN, 24, New York (part of the community)
Freelance graphic designer and artist
Loves graffiti, Japanese anime,
Artoyz, tattoos, etc.
Anti-conformist, enjoys & seeks to
display his difference through
everything he can, starting with his
physical appearance
Personalization is a philosophy infusing
every part of his life & universe
"I'm very against conformity.
Too many things can look the
same in this world, so I need to
make everything I own my
own style and design"
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17. Meet MARA, 24, Los Angeles (part of the community)
Loves acting, singing, dancing
Fond of theme parties, role
playing… and being glamorous
and noticed !
Besotted with Princess Monroe…
her beloved pooch
Huge fan of Marilyn & Madonna
Personalizes absolutely everything
and is particularly keen on
stamping her M on whatever she
can (pooch, boyfriend…)
"I am really obsessed with
'M's…since my first and last name
start with M. Also… Marilyn
Monroe, Madonna…"
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18. Dogs dig personalization too…(Well at least Mara's pooch Monroe who has
her own 'doggy blog' and pals…)
19. Meet YENA, 24, Seoul (part of the community)
Student in design & architecture
Very creative & avant-garde
Fond of 'deconstruction' at present
& loves anything peculiar & poetic
Into experimenting…in various fields
(photography, crafts, painting,
fashion…)
Has built and personalized a pink
toilet she keeps in her bedroom…
Personalization is an existential quest
"Because I wanna find 'Me' who is
totally different from other people. I
wanna feel that I'm special"
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21. Their naked body(skin)
Tattoos are the ultimate form of Personalization for many: a unique and indelible
expression of yourself, a daily 'walking piece of art'… what could be 'tattooed' onto denim?
22. Their environment
It's not just their private spaces that are personalized….the street is a canvas for personal
expression and graffiti in particular is an interesting source of inspiration for Levi's®
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24. Strip Down
CUT OUT
BACK TO THE ESSENCE
REMOVE
DECONSTRUCT
SIMPLIFY
Traditionally, jeanswear personalization has been about adding things/decoration:
what can be removed and simplified to create new forms of personalization and
fresh aesthetics?
25. Recycle/Rebuild
MODIFY FUNCTION
TRANSFORM
CHANGE CONTEXT
NEW & OLD SECOND LIFE
A particularly creative expression of personalization in which objects can be given
new lives and functions: definitely an interesting area to explore for jeanswear
personalization – denim resurrection and second life?
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28. Levi's® Resurrection/Denim Graceland
(ideas that emerged from AV-id™)
Insight: You never want your favourite jeans to die
Opportunity: Give your favourite jeans a second life
when they start to fall apart
Starter Ideas
In Store
Levi's® Resurrection via in store Denim Doctor’ in
the ‘Jeanius Lab’
Resurrection ‘wall of fame’ with before and after
repairs
Recycle wall e.g from 501® to skirt/bag
Online
'Doctor Denim' Avatar (e.g Japanese Denim
'master')
User to send in digital photo of jeans with close ups
of areas for repair. Levi's® to send back mocked up
visual of solution and cost
Jeans-bay of 'loved to death' jeans etc…
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29. Fit Perfect (ideas that emerged from AV-id™)
Insight: The perfect fit is the holy grail for denim
jeans…especially for women
Opportunity: A jean made for your body alone…
no other jean looks and feels so ‘yours’
Starter Ideas
In Store
Bespoke fit service in store
Old school: garage with mechanics as tailors,
shrink to fit ‘carwash’ etc
Future: 3D cyberscan followed by laser pattern
cutting and sowing
Online
Ability to stock your 3D body shape
(e.g virtual mould) and replicate for future
jeans and finishes
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30. An inspiration behind Curve-Id
Fit Perfect
Levi’s® undertook a worldwide exploration of female
bodyshapes to identify the different shapes that could
satisfy the majority of women around the world (80%)
Levi’s® took the principles of the ‘low-tech’ version of
Fit Perfect e.g in-store ‘tailor’ to measure you and
provide you with the perfect fit just for your
bodyshape
Supreme curve
Bold curve
Demi Curve
Slight Curve
Celebrating the fact that all women are different and
all can be beautiful (vs. skinny top model media
ideal) cf. Dove ‘real beauty’ campaign
It has now gone digital with the ‘Levi’s® Digital Fitting
Experience’ where online guidance can help you
identify and purchase the perfect fitting jean for you
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31. To recap…
1. Leverage digital communities to create a new brand/consumer
dialogue and generate fresh global insights and ideas
2. Identify the community that is best placed to deliver against your
strategic innovation objectives (internal, leading edge, expert etc.)
3. Break out of the linear insight to ideation process to facilitate
insight and idea generation as well as optimization throughout the
innovation journey
4. Maximize the multi-media possibilities that digital offers to share
intimate insights, pitch ideas and co-create with the community
5. Learn from our mistakes! We’ve been running digital communities
since 2007 and have continuously optimized our approaches and
technology to build successful creative networks
32. To continue the discussion…
1. Read our latest thinking on our blog: Source
http://www.added-value.com/source/
2. Check our Facebook page: https://www.facebook.com/
3. Follow us on Twitter: @AddedValueGroup
4. Join our LinkedIn discussion group on Innovation