Value Proposition canvas- Customer needs and pains
BeaverHQ SocialExperience
1. An introduction
to Social experience
Presented to a certain Airline in Asia Pac
Prepared for 10.05.13
Toworkassiduously,tobeindustrious,
toconcentrateonthetaskinhand,
tobeaveraway…
2. AGENDA
1. Quick Introduction to Beaver
2. What is Social Experience?
3. Six key types of Experiential
4. Social Experience in the airline industry
5. Five key steps to creating successful campaigns
6. Events in HK
3. WHAT WE DO…
Live
Engagement
Conferences
& Shows
Retail
B2B
Entertainment
Events
Online
Engagement
Mobile
Apps
The Web
Film / Viral
Content
Social
Media
Social
Experience
4. HOW WE BEHAVE….
ONLINE ENGAGEMENT
LIVE ENGAGEMENT
Twitter /
Vine
(share)
Blog
(Broadcast)
Facebook
(promote)
Web
(awareness)
Share F2F
(advocate)
Live Event
(experience)
Promotion
(sample)
OOH
(awareness)
TIME
5. SONY – TWILIGHT FOOTBALL
Global Campaign- Social and Experiential
Created centrally- tailored locally to local markets
Merging core products and brand sponsorship
Objectives-
leverage low light camera and football sponsorship
• Bespoke football pitches and hospitality suites built on top of
a mountain, in a desert, in a canal, in a safari park and a rain
forest
• Digital participation culminated in 7 football matches
around the World in 24hrs
• Promotion and live reporting via social sites
• Worldwide ATL campaign (OOH, Press, Retail)
• Results
• ROI €12.5m in advertising value
• Over 9 months of chatter2000 individual pieces
of coverage
• Sales forecasts exceeded by 45%
• Content usable by local markets and tailored for local
needs
• LINK TO VIDEO
http://www.youtube.com/watch?v=ZpQ3pwsMhqA
6. PEPSI MAX IT LEGENDS
CLIENT NEED:
• Management , creation and delivery of the
ultimate prize for three Pepsi Max competition
winners
• Promoted via youtube & facebook comp
• Video entry via Pepsi Max microsite:
WHAT WAS DELIVERED:
• Five day experience in the USA pushing them to
the limits including a flight on G-Force One
• World Record attempt for the most keepy-ups in
Zero Gravity
• The experience footage was used for further
Pepsi Max promotions
• Video Link
http://www.youtube.com/watch?v=fo3q0ln7PA8
8. 1. BRANDED EVENTS
Mass consumer events taking place in indoor or outdoor
locations that become a ‘property’ of the brand.
e.g.
‘Red Bull Soapbox Race in Shatin Hong Kong’ and
Innocent ‘Fruit Stock in UK’.
9. 1. BRANDED EVENTS
Havianas Thong Challenge in Australia
– A record 5,000 attendees at four different beaches and
hundreds of people at backyard events in rivers, pools etc to the
water at beaches .
Nokia sponsorship of Tribeca Film Festival in New York, creating
online competitions to encourage young film makers to submit
content. Judging at the event, then online promotion and sharing
of the winners
10. 2. BRANDED
INSTALLATIONS
Branded ‘stands’ in indoor or
outdoor public spaces manned
by promotional staff that attract
consumers to interact with a
brand.
e.g
Cadbury’s Westfield Chocolate
Fountain London.
12. 3. CREATIVE SAMPLING
Free product distribution executed
in a creative manner.
e.g
Cadbury celebrates national ice cream week by creating
this PR stunt
13. 3. CREATIVE SAMPLING
Listerine distributed onion fragranced flip
books to highlight perils of bad breath,
resulted in 66% coupon redemption rate
14. 4. LIVE STUNTS
One-off tactical live stunts designed to attract
mass consumer and media attention.
e.g
Unicef Thirsty Water stunt
16. 5. LIVE PERFORMANCE
Teams of actors delivering a live performance
to communicate a brand message.
Highly effective immersive experiential. Ideal
for launching or promoting to trade.
17. 6. POP-UP RETAIL
Miniature portable installations, mobile
vehicles or fixed spaces used by brands to
create temporary promotional stores.
e.g.
Marmite Pop up shop or Nike customised
mobile vans demonstrating and selling
training shoes at races.
18. 6. POP-UP RETAIL
Johnny Walker House in Beijing.
Conceived with the intent to immerse
consumers in the world of Johnnie Walker
whisky through bespoke experiences
22. NEW BRAND SPACES
• Delta and Chelsea FC 2013
• To promoting their new partnership with Chelsea FC
and give business consumers the very best in Delta
hospitality
• A five day football inspired pavilion at Canary Wharf
with football tables, inter-company shoot challenge and
flat bed challenge
• www.deltapresents.com website
• Twitter messaging & advertising
• Delta 360˚ Lounge at Stamford Bridge with Millennium
& Copthorne Hotel is an 108 sqm bar and dining area
23. NEW BRAND SPACES
• To celebrate their Olympic
sponsorship deal and showcase
their Great Britons programme, BA
created BA 2012 pop up venue in
London
• The creations from the winners of
the Great Britons competitions
were mentored by their Art, Film
and Food ambassadors.
• A pop up restaurant included
Olympics-inspired menu
• Cinema on board, showing a
short Olympic film
• A gallery showing the new
Dove plane
Tickets were sold and promoted on
Facebook
24. ON BOARD EVENTS
• Hello Kitty-themed planes between Taipei,
Fukuoka, Narita, Sapporo, Incheon, Hong Kong
and Guam, all Asian destinations where the
cartoon is hugely popular.
• Fans will be able to enjoy more than 100
specially designed Hello Kitty items on the flight
and can purchase limited edition duty-free
products, such as Hello Kitty-shaped pasta, from
flight attendants wearing Hello Kitty aprons.
25. ON BOARD EVENTS
• British Airways yesterday set two Guinness World
Records for 'Highest Concert' and 'Highest Harlem
Shake' for Red Nose Day.
• The airline's fund-raising “Highest 80s Gig in the Sky”
featured Tony Hadley of Spandau Ballet, Bananarama,
Kim Wilde and Go West playing mid-flight at 43,000ft.
• After the 80s stars' performances the passengers
started a Harlem Shake to mark the occasion.
• Celebrating 25 years of Red Nose Day, British Airways
has raised over £4.5 million for Flying Start - its charity
partnership with Comic Relief.
26. USEFUL TOOLS
Air France Photobook launched an initiative
aimed at helping its followers share their
travel images with friends.
By injecting itself in the sharing process the
airline benefited from the positive association
created by those travel memories.
A Facebook app allowed users to upload
images and create customized “travel
books” to share with their friends
To encourage people to use the tool, the
airline also created a competition where the
author of the best travel book of the week
would win tickets.
27. USEFUL TOOLS
• KLM Trip Planner to make group planning easier.
• http://www.youtube.com/watch?v=ovdhoQuZwvs
• KLM created something that not only makes it
easier to plan group travel but also takes into
account the “social” element and makes it fun.
• It focused on the social element thus making
sure that its brand and its message are seen as a
shared value and at the same time associated
with a positive group travel experience.
28. SURPRISES
KLM ran an experiment to see how happiness
spread by surprising travellers with unique gifts
based on their social networking profiles
1. They reacted to people that had checked in via
KLM Foursquare or shared their journey via
Twitter
2. Got to know them (via previous tweets)
3. Hunted them down
Results: 28 surprises, 1 million impressions,
reached 88 countries, over 3 weeks
http://www.youtube.com/watch?v=Sh-
JRoY7_LU
29. VIDEOS AND FLASH MOBS
German Wings – Plane Mob Air Malta – Gangnam Style
BA Moscow
http://www.youtube.com/watch?v=HyE9KqIeT
g8
Bear Grylls Safety Video Air New Zealand
http://www.youtube.com/watch?v=2-
X0DCY0U4Q
German Wings
http://www.youtube.com/watch?v=kwM8bQ7S
k-A
32. 5 STEPS TO CREATING A SUCCESSFUL CAMPAIGN
• Objectives – What do you want to achieve? SMART
• Strategy - What do you want to make people, think, feel and do? What is the target market,
what are their behaviors on/off line, where can we influence them, what do they love about the
brand that we can we put a voice to, what will successful evaluation look like?
• Creative
• Is there a creative message that can support this campaign?
• Blend the media of experience with strategic aims, create and test World Class solutions
• Execution:
• World Class, slick, efficient delivery, constantly checking against target performance
• Evaluation (qualitative / quantitative / Brand Tracking / WOM)
• What does success look like?
• Know how you will evaluate before you design the experience
• Continually evaluate (hourly or more often). Don’t wait till you have packed up to find out
you have underperformed – know it in the first hour and amend then experience if
necessary
35. Belvedere Beat parties
Starting in May, Belvedere presents its fifth
annual series of party madness in Hong Kong.
Since 2008, the Polish vodka brand has been
organising Belvedere Beat, a string of clubbing
events across town which feature international
DJs and, of course, the famous spirit itself.
This year's two-month-long saga begins on
May 2
A 'glow' theme to which photographer Conrad
Atton has contributed a campaign using his
light-painting techniques which illuminate the
Belvedere bottle.
Attendees are encouraged to splash on glow
paint, bring toy lights and enjoy the beat that is
Belvedere with their glowing bottles.
36. CSI: The Experience
CSI: The Experience gives visitors the opportunity
to play the role of a crime scene investigator from
the hit TV show series – CSI.
exhibition twice in the USA but this new Macau
instalment is its third outing – its first time in Asia.
Visitors will learn the scientific principles and real
investigative techniques as they try to solve one
of the three crime scene mysteries.
With input from investigators from the TV show,
along with their real-life forensic science
counterparts, visitors will formulate a hypothesis,
validate their finds based on scientific evidence
and try to crack the case.CSI: The Experience,
Sheraton Macao Hotel, until Jun 15. Tickets:
from $120; cotaiticketing.com.
37. Rubber Duck Project
Harbour City has invited internationally acclaimed
artist Florentijn Hofman to exhibit his masterpiece
– the gigantic inflatable “Rubber Duck” in Hong
Kong from 2 May to 9 June 2013. The 16.5-meter-
high “Rubber Duck” will travel to Greater China for
the very first time and be on display at Ocean
Terminal, Harbour City. Since 2007, “Rubber Duck”
has been traveling to 10 countries and 12 cities,
including Osaka, Sydney, Sao Paulo, Amsterdam
and many more.
With Victoria Harbour as its giant bathtub, the
“Rubber Duck” is literally the first Hong Kong
maritime art exhibition, providing a unique contrast
with the surrounding environment. Inspired by the
soft yellow bath time toy, “Rubber Duck” is a
symbol of joy and happiness conjuring up
childhood memories and nostalgia.
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
http://www.redbull.com/cs/Satellite/zh_HK/Red-Bull-Soapbox-Hong-Kong-English/001243150389903 - Hong Kong’s first Red Bull Soapbox Race October 2012 – 35,000 attendees
Objectives – What do you want to achieve? SMARTStrategy - What do you want to make people, think, feel and do? What is the target market, what are their behaviors on/off line, where can we influence them, what do they love about the brand that we can we put a voice to, what will successful evaluation look like?CreativeIs there a creative message that can support this campaign?Blend the media of experience with strategic aims, create and test World Class solutionsExecution:World Class, slick, efficient delivery, constantly checking against target performanceEvaluation (qualitative / quantitative / Brand Tracking / WOM)What does success look like?Know how you will evaluate before you design the experienceContinually evaluate (hourly or more often). Don’t wait till you have packed up to find out you have underperformed – know it in the first hour and amend then experience if necessary
