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                            TheTrendWatch#13




  1   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
From mass communication
to mass interaction
to mass relation




        2    TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Mass relation
has no impact
on my business

           vs.
            Mass relation 
            has a massive impact
            on my business


       3    TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
So...   What makes the difference?




           4   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Successful businesses genuinely care,
from the bottom of their heart.

        5     TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
#f a il

6   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Content is king…


But context is god!


     7   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
People want
           close relationships
           with their brands.
               "Businesses will need to look backwards and scale the
               caring their grandparents' businesses exhibited towards
               their customers or watch their competition pass them by"
               says author and $60 million+ of revenue eBusiness
               owner Gary Veynerchuk

               http://thankyoueconomybook.com




8   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
148 millions views for Coca-Cola on                                                     in 2010...



  Created by coke:         26 millions

Created by consumers:                   122 millions
    What really matters

    is not impressions but                   expressions


                9         TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
The value of a real relationship?
   What a Coca-Cola facebook fan is worth for example…

   • 2 time the consumption frequency as a non fan and 10 times the purchase intent

   • 7% lift of daily consumption and 10% raise of purchase intent post facebook activity peak



                                           And in general:
                                          • Advocates' share
                                                             of wallet is 33% more
                                            consumer                               than the average

                                          • Advocates have si
                                                              gnificantly higher lif
                                            consumers                                etime value than reg
                                                                                                          ular

                                          • 40% of people swit
                                                                 ched to buying from
                                            it's reputation for gre                    a competitor because
                                                                    at customer service                       of
                                         • 55% cite great serv
                                                                 ice, not product or pri
                                            reason for recommen                          ce, as their primary
                                                                   ding a company
                                         • 66% of people said
                                                                 that great customer
                                           primary driver for gre                     service was their
                                                                   ater spending




                          10             TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Give a Shit? FUUUUUUUU!
If it has a massive impact on business…
Show me examples!!!




 11       TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
As of 2010,
                                                                                           over one million
                                                                                           shoes given!

Tom Shoes is expanding its successful "one for one" concept to other
products. It is also onboard with other brands like Element Skateboards or
Ralph Laurent, proving that sustainable giving is a smart business model.

Worldwide
http://www.toms.com




                                 12                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Gatorade recently created "Mission Control": A war room in the middle of the marketing department of
its Chicago headquarters, to interact in real time with the 24/7 ongoing conversation. By developing
deep engagement, they experience direct positive impact like increasing product education (mostly
video) by 250% …

"We believe what we’re building here is an example of a sandbox of tools and processes we can use
across the organization" says Bonin Bough, director of global social media at PepsiCo

USA
http://youtu.be/InrOvEE2v38




                                             13                  TheTrendWatch#13 by Fullsix Group     Do not distribute or reproduce without authorization
2010 was Starbuck’s best
financial performance in its 40 year history




      "One cup. One customer. One partner. One experience at a time.
      We had to get back to what mattered most" says Starbucks CEO
      Howard D. Schultz

      Worldwide
      http://www.starbucks.com




                         14                 TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
234,175 Minis found homes in 2010 - a record year.
    Mini is launching the world most advanced "connected car". For the first time you embark
    with your entire digital life, and that's a killer way to stand out from the competition.

    Asia & USA
    http://www.minispace.com/en_us/article/mini-connected/456/?eid=456




                                      15                  TheTrendWatch#13 by Fullsix Group     Do not distribute or reproduce without authorization
Fan base jump
                                                                                                              from 400,000 to
                                                                                                              981,000 in just
                                                                                                              one month…

                                                                                                              Over 100k fans
                                                                                                              participated.



VitaminWater not only lets facebook users decide what's the next flavor
but incentivizes them based on the success of the product launch!

Worldwide
http://www.facebook.com/vitaminwater




                                           16                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Levis invest advertising money and energy to reconstruct the city of Braddock,
Pennsylvania.

"Disenfranchised youth are sick of seeing ads and stunts on the internet that don’t mean
                                                                                                          Revenue up 9%
anything. By being a company that makes things by hand and makes things the right way,
levi’s becomes meaningful" says Tyler Whisnand, Creative Director at Wieden+Kennedy                       over 2009/2010
USA
http://www.levistrauss.com/blogs/braddock-pa-15104




                                            17                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Levis new system for jeans. They care about the life and the problems of
                        their target so much that they change their production, and standard.

                        Wolrdwide
                        http://us.levi.com/shop/index.jsp?categoryId=4370093




18   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
To celebrate 1 millions+ likes on facebook, Heineken
          simply likes its consumer back.

          Holland
          http://www.facebook.com/heineken




19   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Footlocker empowers sneaker addicts to share their knowledge
                  and add value to the community... while helping them to brag!

                  USA
                  http://www.sneakerpedia.com




20   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Creating mass usage by evolving the UI to a point that it gets out of the way,         Web-based magazine viewing on a PC
allowing the UX to shine. This is changing not only their market but also
redefining usage behavior & consumption.                                               averages only a few minutes. Titles like GQ
                                                                                       and Vanity Fair are seeing 60 minutes worth
Worldwide
http://www.apple.com/ipad                                                              of online browsing via the iPad.


                                                             According to Shoppertron,
                                                             5.5 times higher e-commerce
                                                             conversion rate on iPad vs PC.

                                                21                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Red Bull transform your streets into an art gallery helping
     street artist to promote themselves and their culture.

     Germany
     http://streetartview.com




22   TheTrendWatch#13 by Fullsix Group    Do not distribute or reproduce without authorization
KLM surprises customers by spreading random little acts of kindness that trigger
a social media butterfly effect and impact the brand’s perception.

Europe
http://surprise.klm.com




                                                23                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
L'Oreal partners with Buddy Media to help beauty salons create a professional
facebook page and connect with consumers on a grassroots level.

"If you have 4,200 salons that connect with 300 people each, you then have the
ability to connect with more than a million people" says Buddy Media CEO
Michael Lazerow

USA
http://www.facebook.com/lorealparis




                       24                  TheTrendWatch#13 by Fullsix Group     Do not distribute or reproduce without authorization
Glaceau immerses the SmartWater brand into the internet
"meme" culture with the Jennifer Aniston Sex Tape

USA
http://knowyourmeme.com
http://www.4chan.org
                                                                8 million views
                                                                in just two weeks
                                      25                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Tabbed out enhances your in-bar experience. More
     control, more fun, more opportunities for the brand to
     contact you.

     USA
     http://www.tabbedout.com




26   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Online conversion rate: 0.5 to 3%
                                                     Offline conversion rate: 20 to 95%

                                                     Shopkick rewards foot traffic and influences
                                                     decisions before the checkout.

                                                     USA
                                                     http://www.shopkick.com




27   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
At SxSW this year, 60 merchants - including Whole Foods,
Starwood Hotels and Stubb’s BBQ - proposed to
Foursquare users "spend $5, save $5"

USA
https://foursquare.com/americanexpress




    "You go where your customers are,
    and they are on places like Foursquare"
    says Edward Gilligan, vice chairman for AmEx.
                                     28                    TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Converse is opening a community-based recording studio in Brooklyn.
Artists will be able to record there for free, and will have the option to
utilize converse.com and their social media channels to promote their
content, potentially reaching millions.

USA
http://play.converse.com/?p=2809




29                 TheTrendWatch#13 by Fullsix Group       Do not distribute or reproduce without authorization
The winning idea of the Volkswagen "fun
                                                                          theory" award, was submitted by Kevin
                                                                          Richardson: "Can we get more people to
                                                                          obey the speed limit by making it fun to
                                                                          do?"

                                                                          Volkswagen together with The Swedish
                                                                          National Society for Road Safety, actually
                                                                          made this innovative idea a reality in
                                                                          Stockholm, Sweden: Hastighets Lotteriet.

                                                                          Suede
                                                                          http://www.thefuntheory.com




Volkswagen is now the highest selling eco car in Sweden.
Fun theory exceeded sales target by 50%.



              30      TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
In only 24 hours…

                       355,000 views,
                       139 countries connected,
                       10 minutes of average time spent watching
                       and 14 minutes average twitter engagement.

                       Coca-Cola invites Maroon 5 for a 24-hour live session
                       in studio, recording a song with the fans’ input.

                       Worldwide
                       http://www.coca-cola.com/music




31   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
After trying the Philips Wake-up Light for
                                                          six weeks during the polar winter, 87% of
                                                          residents in Longyearbyen agree that
                                                          they awake feeling more refreshed, alert
                                                          and ready for the day. The trial is the
                                                          world’s largest light therapy field
                                                          experiment and is part of the Philips Wake
                                                          up the Town project.

                                                          Arctic
                                                          http://www.wakeup.philips.com




32   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
To date, nearly 1.5 million people
        have "liked" this initiative




                       American Express helps small businesses struggling with
                       the recession. Real support, real results, real relationships.

                       USA
                       http://www.facebook.com/SmallBusinessSaturday
                       http://smallbusinesssaturday.com




33   TheTrendWatch#13 by Fullsix Group    Do not distribute or reproduce without authorization
Instead of taking an annoying offline process and putting
it online, Zocdoc created a service that takes the pain out
of dealing with doctors by putting the user in control.

USA
http://www.zocdoc.com




                       34                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Since re-designing
                    its ecommerce experience,
                    sales have increased 10,000%




                                         Wiltshire Farm Foods find its success in the
                                         deep understanding and specificities of its
                                         users.

                                         UK
                                         http://www.wiltshirefarmfoods.com




35   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
When it comes to babies, parents need stuff immediately.
Diapers.com masters immediacy with precision operations
and transparent tracking and updates.

USA                                                        Diapers.com have just been bought
http://www.diapers.com
                                                           for 540 millions dollars by amazon:
                                                           It's the new standard of digital business.


                                                36         TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Giftee is an online service that lets users send
small “thank you” real-world gifts via Twitter.

Japan
http://giftee.co




37                   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
People want to connect through any screen, so Skype launches its TV service. It continues
to grow by answering people’s expectations and through constant quality control.

Worldwide
http://shop.skype.com/skype-for-tv




                                              38                 TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
P1 is a genuine, un-compromised community about luxury
                         and one of China’s biggest online success stories. Made
                         by people consuming luxury, for the people consuming
                         luxury.

                         China
                         http://p1.cn




In less than 2 years, over 1 million affluent members
who spend 5X more than all other social classes combined.


          39      TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Mico Communities are creating filters to help people
prioritize according to their individual tastes, friends...

Worldwide
http://belugapods.com
http://www.path.com
http://www.color.com
http://www.talkboxapp.com




                                            40                TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
iAD, is taking mobile advertising to the next
level delivering service, information, help…

Worldwide
http://advertising.apple.com




                                    41          TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Ballantine's takes the open source concept and applies it to music,
creating the perfect social object for a social brand.

Spain
http://www.elplanb.tv




                                    42                   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
If you’re going to interrupt people’s surfing experience, be disruptive and create value like UNIQLO!

                        The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the
                        ‘switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with
                        losing tickets remaining as banner ads.

                        Japan
                        http://www.uniqlo.com




The campaign ultimately generated almost 3 Million clicks,
and a retail sales increase of 120%


                   43                  TheTrendWatch#13 by Fullsix Group      Do not distribute or reproduce without authorization
Mobile that helps you develop a deeper relationship? **dialing the “brand name”
is simpler and as fast as a QRcode, no technology required, works with any
media…

USA
http://www.zoove.com




                                44                 TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Rather than create a traditional ad campaign, Metro stood up for freedom of speech and
     devised a way for people to speak freely without getting into trouble.

     Hong Kong
     http://www.metrohk.com.hk




45                TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Vans branded stories dig deep and go beyond image to
be part of the community and part of the solution.

USA
http://offthewall.tv




       46                TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
PepsiCo10 is as much about challenging our visions of marketing, advertising and communications
as it is about showing dedication to the emerging technology space and supporting new thinking.

USA, EUROPE, ASIA
http://www.pepsico10.com




       47                  TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Amazon bought Zappos for over $1 billion,
because it understands the value of its unique culture.




                            Why does Zappos offer new employees $3000 to quit?
                            Because it wants it’s employees to give a shit!

                            USA
                            http://www.zappos.com




      48       TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
In the era of human communications,
customers want you to give a shit!

This means going beyond changing advertising:
This means embracing a top-down, inside-out
and bottom-up commitment to genuinely caring…

Are you ready?




   49       TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization
Thanks!
                              facebook.com/TheTrendWatch

                              @TheTrendWatch

                              youtube.com/TheTrendWatch




  50   TheTrendWatch#13 by Fullsix Group   Do not distribute or reproduce without authorization

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TheTrendWatch #13 'Give a Shit!'

  • 1. y u no Give a Shit? TheTrendWatch#13 1 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 2. From mass communication to mass interaction to mass relation 2 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 3. Mass relation has no impact on my business vs. Mass relation  has a massive impact on my business 3 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 4. So... What makes the difference? 4 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 5. Successful businesses genuinely care, from the bottom of their heart. 5 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 6. #f a il 6 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 7. Content is king… But context is god! 7 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 8. People want close relationships with their brands. "Businesses will need to look backwards and scale the caring their grandparents' businesses exhibited towards their customers or watch their competition pass them by" says author and $60 million+ of revenue eBusiness owner Gary Veynerchuk http://thankyoueconomybook.com 8 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 9. 148 millions views for Coca-Cola on in 2010... Created by coke: 26 millions Created by consumers: 122 millions What really matters is not impressions but expressions 9 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 10. The value of a real relationship? What a Coca-Cola facebook fan is worth for example… • 2 time the consumption frequency as a non fan and 10 times the purchase intent • 7% lift of daily consumption and 10% raise of purchase intent post facebook activity peak And in general: • Advocates' share of wallet is 33% more consumer than the average • Advocates have si gnificantly higher lif consumers etime value than reg ular • 40% of people swit ched to buying from it's reputation for gre a competitor because at customer service of • 55% cite great serv ice, not product or pri reason for recommen ce, as their primary ding a company • 66% of people said that great customer primary driver for gre service was their ater spending 10 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 11. Give a Shit? FUUUUUUUU! If it has a massive impact on business… Show me examples!!! 11 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 12. As of 2010, over one million shoes given! Tom Shoes is expanding its successful "one for one" concept to other products. It is also onboard with other brands like Element Skateboards or Ralph Laurent, proving that sustainable giving is a smart business model. Worldwide http://www.toms.com 12 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 13. Gatorade recently created "Mission Control": A war room in the middle of the marketing department of its Chicago headquarters, to interact in real time with the 24/7 ongoing conversation. By developing deep engagement, they experience direct positive impact like increasing product education (mostly video) by 250% … "We believe what we’re building here is an example of a sandbox of tools and processes we can use across the organization" says Bonin Bough, director of global social media at PepsiCo USA http://youtu.be/InrOvEE2v38 13 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 14. 2010 was Starbuck’s best financial performance in its 40 year history "One cup. One customer. One partner. One experience at a time. We had to get back to what mattered most" says Starbucks CEO Howard D. Schultz Worldwide http://www.starbucks.com 14 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 15. 234,175 Minis found homes in 2010 - a record year. Mini is launching the world most advanced "connected car". For the first time you embark with your entire digital life, and that's a killer way to stand out from the competition. Asia & USA http://www.minispace.com/en_us/article/mini-connected/456/?eid=456 15 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 16. Fan base jump from 400,000 to 981,000 in just one month… Over 100k fans participated. VitaminWater not only lets facebook users decide what's the next flavor but incentivizes them based on the success of the product launch! Worldwide http://www.facebook.com/vitaminwater 16 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 17. Levis invest advertising money and energy to reconstruct the city of Braddock, Pennsylvania. "Disenfranchised youth are sick of seeing ads and stunts on the internet that don’t mean Revenue up 9% anything. By being a company that makes things by hand and makes things the right way, levi’s becomes meaningful" says Tyler Whisnand, Creative Director at Wieden+Kennedy over 2009/2010 USA http://www.levistrauss.com/blogs/braddock-pa-15104 17 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 18. Levis new system for jeans. They care about the life and the problems of their target so much that they change their production, and standard. Wolrdwide http://us.levi.com/shop/index.jsp?categoryId=4370093 18 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 19. To celebrate 1 millions+ likes on facebook, Heineken simply likes its consumer back. Holland http://www.facebook.com/heineken 19 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 20. Footlocker empowers sneaker addicts to share their knowledge and add value to the community... while helping them to brag! USA http://www.sneakerpedia.com 20 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 21. Creating mass usage by evolving the UI to a point that it gets out of the way, Web-based magazine viewing on a PC allowing the UX to shine. This is changing not only their market but also redefining usage behavior & consumption. averages only a few minutes. Titles like GQ and Vanity Fair are seeing 60 minutes worth Worldwide http://www.apple.com/ipad of online browsing via the iPad. According to Shoppertron, 5.5 times higher e-commerce conversion rate on iPad vs PC. 21 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 22. Red Bull transform your streets into an art gallery helping street artist to promote themselves and their culture. Germany http://streetartview.com 22 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 23. KLM surprises customers by spreading random little acts of kindness that trigger a social media butterfly effect and impact the brand’s perception. Europe http://surprise.klm.com 23 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 24. L'Oreal partners with Buddy Media to help beauty salons create a professional facebook page and connect with consumers on a grassroots level. "If you have 4,200 salons that connect with 300 people each, you then have the ability to connect with more than a million people" says Buddy Media CEO Michael Lazerow USA http://www.facebook.com/lorealparis 24 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 25. Glaceau immerses the SmartWater brand into the internet "meme" culture with the Jennifer Aniston Sex Tape USA http://knowyourmeme.com http://www.4chan.org 8 million views in just two weeks 25 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 26. Tabbed out enhances your in-bar experience. More control, more fun, more opportunities for the brand to contact you. USA http://www.tabbedout.com 26 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 27. Online conversion rate: 0.5 to 3% Offline conversion rate: 20 to 95% Shopkick rewards foot traffic and influences decisions before the checkout. USA http://www.shopkick.com 27 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 28. At SxSW this year, 60 merchants - including Whole Foods, Starwood Hotels and Stubb’s BBQ - proposed to Foursquare users "spend $5, save $5" USA https://foursquare.com/americanexpress "You go where your customers are, and they are on places like Foursquare" says Edward Gilligan, vice chairman for AmEx. 28 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 29. Converse is opening a community-based recording studio in Brooklyn. Artists will be able to record there for free, and will have the option to utilize converse.com and their social media channels to promote their content, potentially reaching millions. USA http://play.converse.com/?p=2809 29 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 30. The winning idea of the Volkswagen "fun theory" award, was submitted by Kevin Richardson: "Can we get more people to obey the speed limit by making it fun to do?" Volkswagen together with The Swedish National Society for Road Safety, actually made this innovative idea a reality in Stockholm, Sweden: Hastighets Lotteriet. Suede http://www.thefuntheory.com Volkswagen is now the highest selling eco car in Sweden. Fun theory exceeded sales target by 50%. 30 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 31. In only 24 hours… 355,000 views, 139 countries connected, 10 minutes of average time spent watching and 14 minutes average twitter engagement. Coca-Cola invites Maroon 5 for a 24-hour live session in studio, recording a song with the fans’ input. Worldwide http://www.coca-cola.com/music 31 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 32. After trying the Philips Wake-up Light for six weeks during the polar winter, 87% of residents in Longyearbyen agree that they awake feeling more refreshed, alert and ready for the day. The trial is the world’s largest light therapy field experiment and is part of the Philips Wake up the Town project. Arctic http://www.wakeup.philips.com 32 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 33. To date, nearly 1.5 million people have "liked" this initiative American Express helps small businesses struggling with the recession. Real support, real results, real relationships. USA http://www.facebook.com/SmallBusinessSaturday http://smallbusinesssaturday.com 33 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 34. Instead of taking an annoying offline process and putting it online, Zocdoc created a service that takes the pain out of dealing with doctors by putting the user in control. USA http://www.zocdoc.com 34 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 35. Since re-designing its ecommerce experience, sales have increased 10,000% Wiltshire Farm Foods find its success in the deep understanding and specificities of its users. UK http://www.wiltshirefarmfoods.com 35 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 36. When it comes to babies, parents need stuff immediately. Diapers.com masters immediacy with precision operations and transparent tracking and updates. USA Diapers.com have just been bought http://www.diapers.com for 540 millions dollars by amazon: It's the new standard of digital business. 36 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 37. Giftee is an online service that lets users send small “thank you” real-world gifts via Twitter. Japan http://giftee.co 37 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 38. People want to connect through any screen, so Skype launches its TV service. It continues to grow by answering people’s expectations and through constant quality control. Worldwide http://shop.skype.com/skype-for-tv 38 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 39. P1 is a genuine, un-compromised community about luxury and one of China’s biggest online success stories. Made by people consuming luxury, for the people consuming luxury. China http://p1.cn In less than 2 years, over 1 million affluent members who spend 5X more than all other social classes combined. 39 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 40. Mico Communities are creating filters to help people prioritize according to their individual tastes, friends... Worldwide http://belugapods.com http://www.path.com http://www.color.com http://www.talkboxapp.com 40 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 41. iAD, is taking mobile advertising to the next level delivering service, information, help… Worldwide http://advertising.apple.com 41 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 42. Ballantine's takes the open source concept and applies it to music, creating the perfect social object for a social brand. Spain http://www.elplanb.tv 42 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 43. If you’re going to interrupt people’s surfing experience, be disruptive and create value like UNIQLO! The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the ‘switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with losing tickets remaining as banner ads. Japan http://www.uniqlo.com The campaign ultimately generated almost 3 Million clicks, and a retail sales increase of 120% 43 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 44. Mobile that helps you develop a deeper relationship? **dialing the “brand name” is simpler and as fast as a QRcode, no technology required, works with any media… USA http://www.zoove.com 44 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 45. Rather than create a traditional ad campaign, Metro stood up for freedom of speech and devised a way for people to speak freely without getting into trouble. Hong Kong http://www.metrohk.com.hk 45 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 46. Vans branded stories dig deep and go beyond image to be part of the community and part of the solution. USA http://offthewall.tv 46 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 47. PepsiCo10 is as much about challenging our visions of marketing, advertising and communications as it is about showing dedication to the emerging technology space and supporting new thinking. USA, EUROPE, ASIA http://www.pepsico10.com 47 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 48. Amazon bought Zappos for over $1 billion, because it understands the value of its unique culture. Why does Zappos offer new employees $3000 to quit? Because it wants it’s employees to give a shit! USA http://www.zappos.com 48 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 49. In the era of human communications, customers want you to give a shit! This means going beyond changing advertising: This means embracing a top-down, inside-out and bottom-up commitment to genuinely caring… Are you ready? 49 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 50. Thanks! facebook.com/TheTrendWatch @TheTrendWatch youtube.com/TheTrendWatch 50 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization