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Everyone’s
a winner
º
Japan
Rm 2c Wakamatsu-cho center bldg.
4-1-5 Nishi Temma
Osaka 530-0047
+81 06 6362 5150
Denmark
Nik...
Kontrapunkt©
Hey there!
#kontrapunkt
3Kontrapunkt©
Kontrapunkt©2015 4
Kontrapunkt is the leading
Scandinavian design agency
We develop brands and design brand experiences th...
Kontrapunkt©
Strategic
communication
these days?
Strategic
communication
What is
Kontrapunkt©
What’s the message?
What’s the channel?
What’s the intended effect?
Who’s the target group?
What genre should be utilized?...
In the days of old,
communication was really
about mediating messages
as efficient as possible.
And if anything, games
whe...
Usually only utilised when
old marketing people out of
reach tried to be young and
hip.
Look at us! 

We’re millennials!
K...
Today however, strategic
thinking communication
professionals have realised
that communication isn’t
just about messages a...
Kontrapunkt©
We draw it up like this.
Surroundings
Marketing
communication
CVI
Behaviour
ServicesProducts
Brand
Kontrapunkt©
But it could also look like
this.
Surroundings
Marketing
communication
CVI
Behaviour
ServicesProducts
You
In this way of thinking,
games and play can be
utilised in the design of
services, products,
communication, etc., etc.
It’...
Kontrapunkt©
Winning
communication?
Media logic
Kontrapunkt©
User needs
& wants
Kontrapunkt©
Brand
promise
Kontrapunkt©
Brand promise +
media logic + 

user needs & wants
=


Winning

communication
Kontrapunkt©
Brand
promise
User needs &
want...
Practicing
magic is
damn hard.
Games can
make it a
little easier.
Kontrapunkt©
20
One of the
hardest things
is finding true
empathy with
people
different from
yourself.
Kontrapunkt©
Kontrapunkt©
Empathy
21
Great games have
intrinsic empathy for the
player.
Kontrapunkt©
Great games have
intrinsic empathy for the
player. You’re always the
protagonist in your own
mind.
Kontrapunkt©
Kontrapunkt©
UsTwo: Monument Valley
Kontrapunkt©
Amnesty - The Game
Kontrapunkt©
Kontrapunkt© 27
Emotion
Games give us
emotional
experiences.
Kontrapunkt©
User experience
Emotional
experience
Aesthetic
experience
Experience of
meaning
Desmet&Hekkert
Kontrapunkt©
Aesthetic experience
Emotional
experience
Aesthetic
experience
Experience of
meaning
Desmet&Hekkert
Kontrapunkt©
Thatgamecompany: Journey
Kontrapunkt©
Thatgamecompany: Journey
Kontrapunkt©
Playdead Studios: Limbo
Kontrapunkt©
Sony Bravia 2010Sony
Kontrapunkt©
Sony Bravia 2010
Kontrapunkt©
Kontrapunkt©
Sony Bravia
B&O Play
Kontrapunkt©
Experience of meaning
Emotional
experience
Aesthetic
experience
Experience of
meaning
Desmet&Hekkert
Kontrapunkt©
Dafur is Dying 2006
Kontrapunkt©
Dafur is Dying 2006
Mogl App
Kontrapunkt©Kontrapunkt©
Kontrapunkt© 43
Pleasure
Games are fun.
Kontrapunkt©
Pleasure
Pleasure
Usable
Reliable
Functional
Hierarchy of user needs
AarronWalter
Kontrapunkt©
Pleasure
Pleasure
Usable
Reliable
Functional
Hierarchy of user needs
AarronWalter
Kontrapunkt©
Kontrapunkt©
Kontrapunkt©
klassiske joyful spil
Adidas Go App
Kontrapunkt©
Quantas Frequent Flyer Program co-lab with nib
Kontrapunkt©
Kontrapunkt©
Thrills
53
Kontrapunkt©
Kontrapunkt©
diverse gamification-elementer
Kontrapunkt©
Kontrapunkt©
Kontrapunkt©
Kontrapunkt©
Pleasure
Kontrapunkt© 60
Kontrapunkt©
Every Day The Same Dream
Kontrapunkt©
Toronto Star
Kontrapunkt©
Kontrapunkt©
Flow
63
Kontrapunkt©
Kontrapunkt© 65
Skill
Complexity
Csikszentmihalyi
Kontrapunkt©
Kontrapunkt©
Kontrapunkt©
Flow
68
Heike Mutter and Ulrich Genth: Tiger and Turtle: Magic Mountain
Kontrapunkt©
Volkswagen: The Fun Theory
Kontrapunkt©
Kontrapunkt©
Kontrapunkt©
Game &
play
72
Games are about
evolving and constantly
moving towards a goal. 



Kontrapunkt©
Play is about having
fun in the moment.



Kontrapunkt©
So, let’s get back
to the winning
communication
75Kontrapunkt©
Brand
promise
User needs &
wants
Winning
Media logic
Advert...
76
Correctly utilized,
games can be a
way to create
empathy or
emotions, deliver
efficient
communication
and bring the
bra...
77
Correctly utilized,
games can be a
way to create
empathy or
emotions, deliver
efficient
communication
and bring the
bra...
78
Correctly utilized,
games can be a
way to create
empathy or
emotions, deliver
efficient
communication
and bring the
bra...
Kontrapunkt©
Thank you!
Kristina Kristensen
UX designer
kkr@kontrapunkt.com
Morten Gade
Partner, digital director
mga@kont...
Everyone's a Winner
Everyone's a Winner
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Everyone's a Winner

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Publié le

Game and Play in strategic communication. Talk by Kristina Kristensen and Morten Gade, Kontrapunkt.

IT-University of Copenhagen, April 2016

Publié dans : Marketing
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Everyone's a Winner

  1. 1. Everyone’s a winner º Japan Rm 2c Wakamatsu-cho center bldg. 4-1-5 Nishi Temma Osaka 530-0047 +81 06 6362 5150 Denmark Nikolaj Plads 2 1067 Copenhagen +45 3393 1883 kontrapunkt.com Kristina Kristensen, UX designer Morten Gade, partner
  2. 2. Kontrapunkt© Hey there! #kontrapunkt
  3. 3. 3Kontrapunkt©
  4. 4. Kontrapunkt©2015 4 Kontrapunkt is the leading Scandinavian design agency We develop brands and design brand experiences through visual identity, communication, services, products, behaviour and surroundings. We are 60 specialists working globally from our offices in Copenhagen & Tokyo.
  5. 5. Kontrapunkt© Strategic communication
  6. 6. these days? Strategic communication What is Kontrapunkt©
  7. 7. What’s the message? What’s the channel? What’s the intended effect? Who’s the target group? What genre should be utilized? … Kontrapunkt©
  8. 8. In the days of old, communication was really about mediating messages as efficient as possible. And if anything, games where seen as medium you could choose. Kontrapunkt©
  9. 9. Usually only utilised when old marketing people out of reach tried to be young and hip. Look at us! 
 We’re millennials! Kontrapunkt©
  10. 10. Today however, strategic thinking communication professionals have realised that communication isn’t just about messages and media, but more about meaningful moments and experiences. Kontrapunkt©
  11. 11. Kontrapunkt© We draw it up like this. Surroundings Marketing communication CVI Behaviour ServicesProducts Brand
  12. 12. Kontrapunkt© But it could also look like this. Surroundings Marketing communication CVI Behaviour ServicesProducts You
  13. 13. In this way of thinking, games and play can be utilised in the design of services, products, communication, etc., etc. It’s a tool to do winning communication. Kontrapunkt©
  14. 14. Kontrapunkt© Winning communication?
  15. 15. Media logic Kontrapunkt©
  16. 16. User needs & wants Kontrapunkt©
  17. 17. Brand promise Kontrapunkt©
  18. 18. Brand promise + media logic + 
 user needs & wants = 
 Winning
 communication Kontrapunkt© Brand promise User needs & wants Winning Media logic Advertising UsabilityInefficient
  19. 19. Practicing magic is damn hard. Games can make it a little easier. Kontrapunkt©
  20. 20. 20 One of the hardest things is finding true empathy with people different from yourself. Kontrapunkt©
  21. 21. Kontrapunkt© Empathy 21
  22. 22. Great games have intrinsic empathy for the player. Kontrapunkt©
  23. 23. Great games have intrinsic empathy for the player. You’re always the protagonist in your own mind. Kontrapunkt©
  24. 24. Kontrapunkt©
  25. 25. UsTwo: Monument Valley Kontrapunkt©
  26. 26. Amnesty - The Game Kontrapunkt©
  27. 27. Kontrapunkt© 27 Emotion
  28. 28. Games give us emotional experiences. Kontrapunkt©
  29. 29. User experience Emotional experience Aesthetic experience Experience of meaning Desmet&Hekkert Kontrapunkt©
  30. 30. Aesthetic experience Emotional experience Aesthetic experience Experience of meaning Desmet&Hekkert Kontrapunkt©
  31. 31. Thatgamecompany: Journey Kontrapunkt©
  32. 32. Thatgamecompany: Journey Kontrapunkt©
  33. 33. Playdead Studios: Limbo Kontrapunkt©
  34. 34. Sony Bravia 2010Sony Kontrapunkt©
  35. 35. Sony Bravia 2010 Kontrapunkt©
  36. 36. Kontrapunkt© Sony Bravia
  37. 37. B&O Play Kontrapunkt©
  38. 38. Experience of meaning Emotional experience Aesthetic experience Experience of meaning Desmet&Hekkert Kontrapunkt©
  39. 39. Dafur is Dying 2006 Kontrapunkt©
  40. 40. Dafur is Dying 2006
  41. 41. Mogl App
  42. 42. Kontrapunkt©Kontrapunkt©
  43. 43. Kontrapunkt© 43 Pleasure
  44. 44. Games are fun. Kontrapunkt©
  45. 45. Pleasure Pleasure Usable Reliable Functional Hierarchy of user needs AarronWalter Kontrapunkt©
  46. 46. Pleasure Pleasure Usable Reliable Functional Hierarchy of user needs AarronWalter Kontrapunkt©
  47. 47. Kontrapunkt©
  48. 48. Kontrapunkt©
  49. 49. klassiske joyful spil Adidas Go App Kontrapunkt©
  50. 50. Quantas Frequent Flyer Program co-lab with nib
  51. 51. Kontrapunkt©
  52. 52. Kontrapunkt© Thrills 53
  53. 53. Kontrapunkt©
  54. 54. Kontrapunkt©
  55. 55. diverse gamification-elementer Kontrapunkt©
  56. 56. Kontrapunkt©
  57. 57. Kontrapunkt©
  58. 58. Kontrapunkt©
  59. 59. Pleasure Kontrapunkt© 60
  60. 60. Kontrapunkt© Every Day The Same Dream
  61. 61. Kontrapunkt© Toronto Star Kontrapunkt©
  62. 62. Kontrapunkt© Flow 63
  63. 63. Kontrapunkt©
  64. 64. Kontrapunkt© 65 Skill Complexity Csikszentmihalyi Kontrapunkt©
  65. 65. Kontrapunkt©
  66. 66. Kontrapunkt© Flow 68
  67. 67. Heike Mutter and Ulrich Genth: Tiger and Turtle: Magic Mountain Kontrapunkt©
  68. 68. Volkswagen: The Fun Theory Kontrapunkt©
  69. 69. Kontrapunkt©
  70. 70. Kontrapunkt© Game & play 72
  71. 71. Games are about evolving and constantly moving towards a goal. 
 
 Kontrapunkt©
  72. 72. Play is about having fun in the moment.
 
 Kontrapunkt©
  73. 73. So, let’s get back to the winning communication 75Kontrapunkt© Brand promise User needs & wants Winning Media logic Advertising UXInefficient Winning communication
  74. 74. 76 Correctly utilized, games can be a way to create empathy or emotions, deliver efficient communication and bring the brand promise to life. Winning communication Kontrapunkt©
  75. 75. 77 Correctly utilized, games can be a way to create empathy or emotions, deliver efficient communication and bring the brand promise to life. Winning communication Kontrapunkt©
  76. 76. 78 Correctly utilized, games can be a way to create empathy or emotions, deliver efficient communication and bring the brand promise to life. Winning communication Kontrapunkt©
  77. 77. Kontrapunkt© Thank you! Kristina Kristensen UX designer kkr@kontrapunkt.com Morten Gade Partner, digital director mga@kontrapunkt.com #kontrapunkt

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