PREMIUM INSIGHT NOVEMBER 2014

PREMIUM
INSIGHT
November 2014

PREMIUM INSIGHT
PREMIUM
INSIGHT November 2014
SAME SAME but different
Founded in 2009, SAME SAME but different is the strategic and creative
digital agency of luxury and major brands: Digital operations and website
design / e-influence campaigns / Mobile solutions / Digital In store /
Consulting & training for leaders.
SAME SAME but different works world-widely with offices in Paris,
Shanghai, Hong Kong and New York.
PREMIUM INSIGHT
Premium Insight is an overview of the digital activity of premium brands
and luxurious “Maisons” focusing on the most innovative strategies in
terms of display, e-commerce, social media, mobile and O2O...
This issue is composed of:
• A review of the main digital news
• A selection of new brand platforms
• A study of a case
• A focus on a trend
• An analysis of a Chinese topic

November 2014
PREMIUM
INSIGHT
AGENDA
I. DIGITAL NEWS
II. BRAND ZONES
III. CASE: COMITÉ COLBERT, DREAMING 2074
III. FOCUS: SOCIAL MEDIA IN CHINA
BEYOND THE GREAT WALL: BAIDU EYE

NEWS BRAND ZONES CASE FOCUS
November 2014
VAN CLEEF & ARPELS
Taking craftsmanship to the streets
Well, not any street. Van Cleef & Arpels transformed the windows
of its historical boutique on Place Vendôme into a digital and
technologic experience to unveil its iconic Mains d’Or. The Maison
celebrated art and craftsmanship by offering a virtual tour of its
famous Ateliers de Création. To create a ludic and interactive
operation, the windows were replaced by a tactile screen for users
to swipe on in order to discover the different steps of creation of high
jewelry pieces and watchmaking. Users were then invited to share
their thoughts on social media with the dedicated #VCAvirtualtour.
The virtual tour is also available on their website for those who
aren’t able to make it to Paris.
Our opinion: A nice and smart way to expand the instore experience
and offer an unlimited access to a restricted area! We know how
behind the scenes content is appreciated by users and how it can be
complicated for luxury brands to offer them especially when it comes
to workshops, where jewels require extreme surveilance.
PREMIUM
INSIGHT
> The online experience

November 2014
MERCEDES BENZ
Tap my Benz
To celebrate the launch of its brand new GLA small SUV, Mercedes
Benz created a very special Instagram account where users can
customize their car. By playing with the social media’s functionalities
such as account names and tags, Mercedes offered the possibility for
its Instagram users to build their own car inside the platform. This
technique was first introduced by IKEA who reproduced an entire
catalogue into the SNS by creating numerous accounts enabling
users to tap through all different types of products.
Our opinion: This is a great example of a social media appropriation.
The user is addressed in an innovative way while remaining in his
territory. Smart move by Mercedes, knowing that their new car
targets a younger audience which is very fond of Instagram.
PREMIUM
INSIGHT
> Instagram
> The video

November 2014
BURBERRY
Un Noël au Printemps
For Christmas, once more, Burberry has decided to offer Parisians a
very special interactive experience on its windows of the department
store, Printemps. Windows customization has always been an
important tradition for these stores that offer pedestrians, each
year, many treats for the eye. Only, this year, it will be the first time
a brand offers a 3D animated experience with an interactive feature
allowing users to control parts of the decor.
The experience is based on the movie “The Christmas Journey by
Burberry”, unveiling the story of a boy floating in the air with an
umbrella taking him all the way from London to Paris.
Our opinion: Once more, Burberry sets itself as a precursor in the
digital field offering an instore experience linked to additional digital
features. For now, it seems that only Parisian pedestrians will get
the opportunity to experience these windows. Let’s hope they expand
it somehow on the internet!
PREMIUM
INSIGHT
> The video

November 2014
RALPH LAUREN
Fashion invasion
To present its new Polo women Spring/Summer 2015 collection,
Ralph Lauren offered a one-of-a-kind fashion show in New-York.
For the occasion, Central Park was invaded by gigantic models
wearing the new line of clothing. Indeed, the brand offered an
impressive visual experience to its guests thanks to hologram and
4D technology.
They got to see, among other settings, the Brooklyn bridge, the
Manhattan highline and a lighthouse, all three built into catwalks
highlighting the new collection.
Our opinion: We can truly say that this fashion show was
remarkable. The videos let alone, showed how gargantuan the
operation was. We can only imagine what it felt like for the guests
to see this. Only downside, although the brand stressed the fact it
wanted to put its products in majesty and didn’t want its decors to
steal the limelight it seems that the pieces were a bit blurry…
PREMIUM
INSIGHT
> The video 1 > The video 2 > The making of

HERMÈS
La Maison des Carrés
New e-commerce website
PREMIUM
> The website

RALPH LAUREN
Pinterest account
PREMIUM
> Pinterest

VAN CLEEF & ARPELS
Interactive catalogue
PREMIUM
> The catalogue

MARC JACOBS
New website design
PREMIUM
> The website

BALENCIAGA
New website
PREMIUM
> The website

CASE: Comité Colbert, Dreaming 2074

COMITÉ COLBERT
Dreaming 2074
To celebrate its 60th anniversary, the Comité Colbert, 78 luxury
Maisons and 14 cultural institutions were brought together for a
collective work symbolized by Dreaming 2074, a one-of-a-kind piece
of science fiction literature written by six experts such as Jean-
Claude Dunyach or Samantha Bailly.
The Comité Colbert was founded in 1954 to promote French “art de
vivre” throughout the world.
PREMIUM

COMITÉ COLBERT
The prospective birthday
To celebrate its new decade, the Comité Colbert gathered all of its
members around the table to imagine an optimistic vision of what the
world could look like in 60 years. Thus, was born the Utopia Factory
that ran from April to December 2013 producing each Maison’s vision
of a perfect future synthesized in one text, five words and one image.
In the meantime, the Maisons opened their back doors to six renowned
science-fiction authors, a composer and a linguist, that got the
opportunity to visit behind the scenes of French luxury’s roots.
At the end of the day, 6 short stories, 14 neologisms and 1 musical
short story were created.
> The website
PREMIUM

COMITÉ COLBERT
The Super Secret Social Scheme
Starting on September 3rd, for two months, famous luxury brands
from Cartier to Chanel or Van Cleef & Arpels started posting the same
intriguing short videos on their different social media ecosystems
(Twitter, Facebook, Instagram, Youtube etc.).
Each video presented a neologism along with its definition such as
Noventique «Formed from the radical nov from innover («innovate»)
and nouveau («new») and the ending of the adjective authentique
(«authentic»).» or Formose, a countdown, a link to the website
rever2074.com and the #Rêver2074.
Nothing said about what it was, what it was for and why all of these
Maisons, in competition on a day to day basis, were suddenly
collaborating. The only link was that they all constitute the roots of
French luxury.
This Super Secret Social Scheme ended on November 3rd when they
posted the D-DAY video linking to the website that had been filled up
with all of the content of the operation and unveiling the face of its
conductor: The Comité Colbert.
> The website > The Noventique video > The videos by Hermès
PREMIUM

COMITÉ COLBERT, DREAMING 2074
While the typical way of celebrating a 60 year-old birthday would have been a retrospective - especially coming from
an association that benefits from having one of the richest histories to tell - The Comité Colbert being the face of
French luxury, had the duty to offer something unusual, unexpected, surprising and creative.
This is why the retrospective was traded against Dreaming 2074, a prospective utopic future imagined by the world’s biggest
luxury Maisons and put into words by renowned science-fiction authors.
The operation, finely organized, managed to keep a secret, suscitate curiosity and maintain intrigue all through two entire
months.
At the end of the day, users were offered a free copy of the piece of science-fiction literature downloadable on the dedicated
website dreaming2074.com.
Remind us whose birthday it was again?
PREMIUM

SOCIAL MEDIA IN CHINA
China gathers the world’s most socially engaged
and active internet users spread out across the most
fragmented and competitive social media landscape with
a few leading actors in terms of number of users:
Qzone / Sina Weibo / WeChat / Renren
PREMIUM

PREMIUM
QZONE
What is it?
A Facebook-like social medium created in 2005 by Tencent that offers:
• Blog customization
• Diary creation
• Photo sharing
• Music listening
Who’s in there?
Teens to 25 year olds
What are the numbers?
623 million monthly active users
1 billion posts on the first day of 2014
What’s in it for brands?
Customizable platform
Multimedia content and application integration
Reach a younger target dozens of
colored lips some of which are mouth watering animated GIFs.
> The SNS

PREMIUM
SINA WEIBO
What is it?
A Twitter-like social medium created in 2009 by Tencent that offers:
• Micro-blogging
• 140 character posts
• Hashtags
• Graphical emoticons / image / music / video files sharing
Who’s in there?
15-34 year olds
Chinese high end groups
130 million daily posts in average
Message broadcasting
Brand awareness and campaign reach
Drive to other digital platforms
> The SNS

PREMIUM
WECHAT
What is it?
Created by Tencent as a mobile text and voice messaging platform and becoming
more versatile by offering:
• Online payment
• Gaming
• LBS
• E-commerce
• Social networking features
Who’s in there?
80% of users below 35 years old
Affluent Chinese groups with high income
200 million photos updated daily in average
Create a discussion with fans
Offer the best service
Big potential for e-commerce
> Download the app on the Apple store
> Download the app on the Android store

PREMIUM
RENREN
What is it?
A Facebook-like social medium that went from being a typical SNS to an SMS
offering mostly:
• Status updates
• Picture uploading
Who’s in there?
College students
9 hours spent online monthly by users
Address college students
> The SNS

Despite their high numbers of monthly active users, Qzone and RenRen are dying. Brands are mostly concentrating
on Weibo and WeChat, WeChat being the hottest existing platform in China right now.
The past few years, the Chinese social media landscape has gone through an evolution that can be characterized by
the type of content found on the platforms:
User generated content > Opinion leaders content > Service-related content
As of today here are the current trends of each SNS previously presented:
• Qzone: the biggest social media in terms of users but mostly composed of young people from high school. The
success comes from QQ, that recently lost its major competitor MSN and developed very practical functionalities.
• Sina Weibo: Becoming less social and more media-oriented. The new “like” functionality has become the new
trend among users.
• WeChat: THE platform of the moment with boosting numbers, functionalities, innovations and opportunities.
• Renren: A dying social media that targets university students that are migrating to WeChat.
PREMIUM

BEYOND THE GREAT WALL: Baidu Eye

PREMIUM
INSIGHT
November 2014
PREMIUM
INSIGHT
BEYOND THE GREAT WALL
November 2014
BAIDU EYE
Baidu VS Google
We all knew about the Google glasses, a concept created by
Google and introduced on the 4th of April 2012 that allows
ubiquitious computing (when computing is made to appear
everywhere and anywhere).
In early April 2013, Google’s Chinese replica Baidu
announced it was working on its own device.
And in September, the research engine company introduced
Baidu Eye and demonstrated its prototype for the first time
at Baidu World, the company’s annual showcase event in
Beijing.

PREMIUM
INSIGHT
November 2014
PREMIUM
INSIGHT
November 2014
BAIDU EYE
No glass for the eye
The big difference between Google Glasses and the Baidu
Eye is that the Chinese company’s device doesn’t work with
a screen in front of the eyes. Indeed, Baidu gave out a few
reasons not to:
• It impairs vision
• Tires the eye quickly
• Can be distracting
• Uses up a lot of battery
• Not aesthetic
Instead, they decided to pair it with a smartphone or a
tablet that displays the additional content via a dedicated
application.
> The presentation video

PREMIUM
INSIGHT
November 2014
PREMIUM
INSIGHT
November 2014
BAIDU EYE
The Global it accessory?
Baidu Eye, just like the Google Glasses, allows command
by voice or gesture. But what differs and what is most
important here are these new functionnalities offered by
the first demonstrated prototype of Baidu Eye that all seem
to aim at one particular direction.
The device allows users to analyze images and provides
information or services linked to what is in front of them.
For instance, you can find a bag on an e-commerce website
find information about it and/or purchase it just by looking
at the product.
Wouldn’t that be the perfect accessory for our Global
Shoppers mentioned in our previous Premium Insight?
> Premium Insight Global shopper

© SAME SAME but different
The next study will be available in January 2015
Michel Campan - mcampan@samesameparis.com
Victor Yang - victor@samesamechina.com
Julien Gaubert-Molina - jgaubertmolina@samesamehk.com
Emmanuel Duran Campana - emmanuel@samesameusa.com
samesameparis.com
samesamechina.com
samesamehk.com
samesameusa.com

PREMIUM INSIGHT NOVEMBER 2014

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