It is not the strongest of the brands nor the most intelligent that survives. It is the one that is the most adaptable to the changing ideas by your customers, your employees or companies that would like to work with you

1. THE MOST ADAPTIVE TO CHANGE
WORLD

2. THE NEXT SLIDES
WHO THE HELL IS FITZROY ???
BRAND EXPERIENCES: WHAT THE F***
THE WORLD IS CHANGING MAN
ADAPT TO EXPERIENCE. NOW
SO ?

3. WHO THE HELL IS FITZROY.NL

4. WHO WE ARE
FITZROY IS A BOUTIQUE
FULL SERVICE AGENCY
WITH 15 ON & OFFLINE SPECIALISTS
3 STRATEGY + 9 CREATIVES + 3 ACCOUNT

5. WHAT WE BELIEVE
IT IS NOT THE STRONGEST
OF THE BRANDS THAT SURVIVES
NOR THE MOST INTELLIGENT BUT
THE ONE MOST ADAPTIVE
TO CHANGE
FITZROY WAS THE CAPTAIN OF THE BEAGLE

6. WHO WE WORK FOR
6

7. CROSS IS WHAT WE DO

8. BRAND EXPERIENCES: WHAT THE F***

9. EXPERIENCE MARKETING
ATTEMPS TO CONNECT CONSUMERS
WITH BRANDS IN PERSONALLY
RELEVANT AND MEMORABLE WAYS
Result of 200 definitions from marketers
at the International Experiential Marketing Association

10. EXPERIENCES FROM THE PAST

11. EXPERIENCES NOWADAYS
BACARDI VISITA BY FITZROY

12. EXPERIENCES BY DEWMOCRACY
PEPSI CROWDSOURCING LINE EXTENSIONS
TO CONSUMERS AND IS NOW GIVING THEM
A SHOT AT MARKETING TOO

13. EXPERIENCES BY FOURSQUARE
BUILDING CITY MAPS WITH YOUR
FRIENDS WHILE PLAYING A GAME
ON YOUR PHONE

14. EXPERIENCES BY 1% CLUB
COLLECTIVELY SOLVING THE POVERTY ISSUE
BY SPENDING 1% OF YOUR
MONEY, TIME OR RESOURCES

15. EXPERIENCES BY LAYAR
BLENDING THE REAL WORLD WITH
AUGMENTED REALITY
TO BE CONTINUOUSLY ENRICHED BY USERS INPUT

16. EXPERIENCES BY VICTORS & SPOILS
THE WORLD’S 1ST CROWDSOURCING AD AGENCY
SOLVING MARKETING ISSUES FOR CLIENTS
WITH THE HELP OF A CREATIVE NETWORK

17. THE WORLD IS CHANGING

18. THE MARKETEER IS NO LONGER IN CONTROL
“Give up control and give it away, ...
The more you give your idea
away, the more your company
is going to be worth.”
SETH GODIN

19. A NEW WORLD – REARRANGING MEDIA
THERE USED TO BE LIMITED (MASS) MEDIA CHANNELS
PEOPLE ARE NOW BECOMING THE MEDIA
AND UNWANTED PARTIES ARE EASY TO NEGLECT OR IGNORE
FROM AN INTERRUPTION MODEL TO ENGAGEMENT MARKETING
WHERE RELEVANCE AND RELATIONS ARE KEY

20. FROM SOCIAL RELATIONS
SOCIAL RELATIONS
SOCIAL FUNCTIONALITY
SOCIAL COLONIZATION
SOCIAL CONTEXT
SOCIAL COMMERCE
2006 2007 2008 2009 2010 2011 2012 2013 2014
SOURCE: FORRESTER.COM

21. TO SOCIAL COMMERCE
SOCIAL RELATIONS
SOCIAL FUNCTIONALITY
SOCIAL COLONIZATION
SOCIAL CONTEXT
SOCIAL COMMERCE
2006 2007 2008 2009 2010 2011 2012 2013 2014

22. A NEW WORLD – SOCIAL COMMERCE
ONLINE GROUPS SUPPLANT BRANDS
WORK WITH PEERS TO DEFINE THE NEXTGEN OF PRODUCTS
LEAN ON GROUPS TO DEFINE PRODUCTS
OFFER FEATURES TO HELP WITH PRODUCT DESIGN & VENDOR MNGT
A NEW PR AGENCY EMERGES THAT REPRESENTS
ONLINE GROUPS – NOT BRANDS

23. ADAPT TO EXPERIENCE
SOURCE: FLICKR.COM

24. THE RISE OF OUR ONLINE EXISTENCE
WE ARE SPENDING MORE TIME ONLINE
A LOT OF IT SPEND ON SOCIAL NETWORKS
FACEBOOK DIRECTS MORE CONTENT THAN GOOGLE
415.000 VIDEO’S UPLOADED EACH DAY
40% OF WHICH ARE WEBCAM VIDEOS

25. EMPOWERED CONSUMERS
BEING A MEDIUM WITH RAPID GROWTH POTENTIAL
WE ARE BECOMING AWARE OF OUR POWERS
DEMANDING BETTER SERVICE, PRODUCTS AND PRICING
...COLLECTIVELY
CONNECTING ONLY TO THOSE THAT WE FEEL INSPIRED BY
NEGLECTING ANYONE THAT’S NOT CONSIDERED RELEVANT

26. TO BE PART OF THE EXPERIENCE
EXPECTING TO BE HEARD, ALWAYS
FORCING CHANGE UPON THOSE THAT TREAT US UNFAIR
AND REWARDING THOSE THAT ENGAGE US
SHARING OUR EXPERIENCES WITH OUR PEERS
WANTING TO BE PART OF THE EXPERIENCE

27. SHAPE RELEVANT EXPERIENCES
WE WANT YOU TO LISTEN TO OUR DESIRES AND DEMANDS
FOR BRANDS TO USE OUR IDEAS AND THOUGHTS
WE HELP BRANDS SHAPE MORE RELEVANT EXPERIENCES
EXPERIENCES WORTH SPREADING

28. ADAPT THE CHANGE
‘“Fill your halls with all the geniuses,
savants and visionaries you can
find: The pool of talent outside
your walls will always be vastly
greater.”

29. FITZROY’S BRAND ADAPTIVE MODEL (BAM)

30. BRAND ADAPTIVE MODEL
ADAPTIVE FOR NEW PRODUCT IDEAS
COLLABORATIONS OPEN COMMUNITIES
ADAPTIVE FOR (ORGANIZED) GROUPS
ADAPTIVE FOR COMMUNITIES
IDEATION
(EMPLOYEE) HIRED EXPERTS
REFERRALS
CROWDSOURCING
WEBCARE &
REALTIME
CUSTOMIZATION
SERVICE
EMPLOYEE
BLOGGING
RATING
& VOTING
ADAPTIVE FOR NEW MARCOM IDEAS
SOURCE: FITZROY.NL

31. BRAND ADAPTIVE MODEL (CASES BY FITZROY)
ADAPTIVE FOR NEW PRODUCT IDEAS
MALMBERG
ONDERWIJS VAN MORGEN
BACARDI & 55DSL STORE
ADAPTIVE FOR INDIVIDUALS
ADAPTIVE FOR GROUPS
ABN AMRO BLACKBOARD
ACCENTURE REFERRAL
HYUNDAI BUS SLOGAN
BACARDI VISITA
ZUBKA.COM
JOUW HEINEKEN
ACCENTURE BLOGPODIUM
ADAPTIVE FOR NEW MARCOM IDEAS

32. 1. HIRED EXPERTS
HIRE OR APPROACH EXPERTS FOR HELP
EITHER PRO’S, FANS OR BOTH
A CLUB OF EXPERTS IS USUALLY ASKED BECAUSE OF THEIR STATUS,
SKILL OR EXPERTISE KNOWLEDGE
ESPECIALLY USEFUL IN THE PRODUCT DEVELOPMENT PHASE

33. 1. HIRED EXPERTS – FITZROY’S VISITA
BACARDI TEAMS UP WITH YOUNG INFLUENCERS TO ORGANISE VISITA
A GROUP OF YOUNG TALENT, BLOGGERS AND ARTISITS IS ASKED
TO HELP PROGRAMME, PERFORM AND COMMUNICATE
SMALL INTIMATE PARTIES
TO CELEBRATE THE LEGACY OF THE BACARDI FAMILY

34. 1. HIRED EXPERTS – FITZROY’S VISITA

35. 2. CUSTOMIZATION
ALLOWING YOUR CUSTOMER TO PERSONALIZE HIS OR HER PRODUCT
BRAND SUPPLIES THE PRODUCT, YOU CREATE THE SKIN OR PACKAGING
CREATING A SHARED BRAND EXPERIENCE

36. 2. CUSTOMIZATION – FITZROY’S HEINEKEN
HEINEKEN INVITES USERS TO DESIGN THEIR OWN
HEINEKEN BOTTLES ON JOUWHEINEKEN.NL
OFFERING A PERSONAL EXPERIENCE
THAT MAKES AN IDEAL GIFT

37. 2. CUSTOMIZATION – FITZROY’S HEINEKEN
37

38. 3. IDEATION & COMMUNITY
INDIVIDUALS WITH SIMILAR INTERESTS COME TOGETHER AND CREATE
LARGE COMMUNITY OF PEOPLE WITH COMPLEMENTARY SKILLS
USUALLY A LONG TERM PROJECT

39. 3. IDEATION – FITZROY’S BLACKBOARD
ONLINE ENVIRONMENT WHERE ABN ASKS PEOPLE TO SHARE IDEAS
USERS WERE ASKED TO DISCUSS, RATE & VOTE ON GENERATED IDEAS
AND ABN POSES QUESTIONS AND ASSUMPTIONS
TO WHICH BLACKBOARD USERS CAN RESPOND
THE MOST VALUABLE IDEAS GET NOMINATED BY ABN

40. 3. IDEATION – FITZROY’S HAPPINESS
• EDUCATIONAL PUBLISHER MALMBERG
HOSTS A BLOG WHERE IDEAS ON E-
LEARNING ARE GENERATED
• USER GENERATED IDEAS GET SELECTED
AND PUBLISHED ON THE BLOG
• THE TEACHING MODULE ‘GELUKSKUNDE’,
ON HAPPINESS, GOT SO POPULAR THAT
MALMBERG DECIDED TO PUBLISHED IT
• BECAUSE OF THE ENORMOUS DEMAND
THE MODULE IS NOW BEING SOLD AS A
MALMBERG PRODUCT

41. 4. CROWDSOURCING
TWO KNOW MORE THAN ONE
USING ONLINE PLATFORMS TO GENERATE
IDEAS, RATINGS AND OPINIONS
PLATFORMS FOR GREAT IDEAS,
SOME OF WHICH ARE ACTUALLY BEING DEVELOPED

42. 4. CROWDSOURCING – FITZROY’S HYUNDAI
HYUNDAI IS OFFICIAL SPONSOR OF WORLD CHAMP SOCCER
THEY PROVIDE THE SLOGAN ON THE DUTCH BUS
HYUNDAI IS CROWDSOURCING THE SLOGAN BY
BY USING TWEETS FROM SOCCER SITES AND CHANNELS
ASKING FOLLOWERS TO PARTICIPATE

43. 5. COLLABORATION
2 (OR MORE) PARTIES TEAM UP TO SHARE IDEAS AND INVESTMENTS
USING EACH OTHERS SPECIFIC SKILL
CREATING A COMMON COMPETITIVE ADVANTAGE

44. COLLABORATION – FITZROY’S BACARDI & DSL
BACARDI AND DIESEL OPEN A POP-UP STORE IN AMSTERDAM
DESIGNED TO POSITION THE MOJITO AS A DRINK YOU MAKE AT HOME
PORTRAYING THE DIESEL LIFESTYLE
SOURCE: FITZROY.NL

45. SO…..

46. FITZROY’S 5 BASIC RULES FOR SUCCESS
BE HONEST AND TRULY OPEN IN YOUR APPROACH.
BE OPEN SHOW PARTICIPANTS WHAT’S IN IT FOR THEM
MAKE SURE THE SCREENING OF ALL
BE SELECTIVE
INPUT IS TOP OF THE BILL
LIKE A HOST OF A PARTY; MAKE SURE THEY
CONNECT PEERS GET THE MOST OUT OF A COLLABORATIVE EXPERIENCE
KEEP YOUR FOLLOWERS UP TO DATE WITH POSSIBLE
GIVE BACK OUTCOMES, CHANGES AND NEW ENDEAVOURS
CO-CREATION, IN THE END, IS ABOUT MAKING A
COMMIT & GROW LONG TERM COMMITMENT

47. ADAPT THIS ZEITGEIST
… OR DIE

48. FOR MORE INFORMATION
CONTACT JUR BAART
JUR@FITZROY.NL