35. VIDEO
VALETS
“Consumers will come to
expect instant, webcam-enabled
face-time with
brand reps as and when
they need it.”
36. “54%of UK consumers
say the most important factor
when contacting a brand is
being able to interact with a
real person.”
(Vision Critical Research, Oct 2013)
VIDEO
VALETS
37. VIDEO
VALETS
Bank of America
Live video chat with bank staff via
ATM
38. VIDEO
VALETS
Amazon:
Mayday button offers live video
customer support - 75% of requests
now use the button.
44. SYMPATHETIC
PRICING
“Brands are offering imaginative
discounts that relieve lifestyle
pain points, offer a helping hand
in difficult times, or support a
shared value.”
45. “Only 9%of brands
make a meaningful
difference in people's
lives.”
(Havas, June 2013)
SYMPATHETIC
PRICING
46. Brahma
Beer brand campaigns to
reschedule Valentine's Day
SYMPATHETIC
PRICING
47. BGH: Hot apartments receive
discounts on AC units in
Argentina: USD 14m in sales
SYMPATHETIC
PRICING
54. The desire for self-improvement
is universal.
CURRENCIES
OF CHANGE
55. “73%of people give
up on their goals to lose
weight, get fit or train for
an event within 6 weeks.”
(Harris Interactive, December 2012)
CURRENCIES
OF CHANGE
56. “Only 10% of people who
register for MOOCs (Massively
Open Online Courses)
complete their course.”
(Coursera, April 2013)
CURRENCIES
OF CHANGE
57. CURRENCIES
OF CHANGE
“Brands that use personalized
deals & discounts to motivate
consumers to reach their
goals will be welcomed.”
58. CURRENCIES
OF CHANGE
airBaltic
Frequent fliers rewarded for
burning inflight calories
59. CURRENCIES
OF CHANGE
Alfa-Bank
Bank incentivizes exercise with
higher interest rates
60. CURRENCIES
OF CHANGE
UNAM Foundation
Recycled plastics exchanged for bus
travel, airtime and more.
61. CURRENCIES
OF CHANGE
Etiqa MotorTakaful
Auto insurer rewards young
drivers for slowing down
62. How could you incentivize
consumers’ BETTERMENT?
LIGHT-BULB MOMENT:
63. Vision
New business concepts
New products, services,
experiences
Marketing, advertising, PR
WHERE
TO
APPLY
67. “In 2015, smart brands
will realize that it's often
other consumers who have
the greatest impact on
customer experience –
good or bad.”
POLITENESS
PAYS
68. POLITENESS
PAYS
La Petite Syrah
Café rewards polite patrons with
discounts
80. “Yes, younger people are
(still) usually the earliest
adopters. But little, if
anything, now remains
the preserve of a single
demographic for long.”
PDC
81. CURRENCIES
GLOBAL
CULTURE
OF
CHANGE
72% of BRIC millennials feel that ‘people
are more alike around the world than
they are different
83. CURRENCIES
SHIFTING
STATUS
SHIFTING
OF
STATUS
CHANGE
48% of neo-sharers are 18-34.
33% are 35-54, and 19% are 55+.
84. “If you look at the list of
the 1,000 favorite artists
for 60-year-olds and the
1,000 favorite artists for
13-year-olds, there is a
40%overlap”
(Guardian, May 2014)
SILO
EXPLOSION