This is HeyHuman's submission for the SXSW 2022 panel picker. 2020 transformed our relationship with the world around us, including how we connect with people and brands. As the world starts to process the last two years what do these changed behaviours and relationships mean for brand experiences, now and in the future? How can and will brands re-connect with people and brands in this new world?

1. HeyHuman presents:
Designing memories:
The neuroscience of
experience

2. 2020 transformed our relationship with the world around us, including how we connect with people
and brands. As the world starts to process the last two years what do these changed behaviours
and relationships mean for brand experiences, now and in the future? How can and will brands re-
connect with people and brands in this new world?
Our understanding of the impact of physical and digital experiences on memory continues to
develop, with online learning and digital devices fueling research to better understand the
characteristics of both. What else has living virtually taught us and what does the latest research
add to this? What does this mean for how we build brand memory networks and how we leave a
lasting imprint?
HeyHuman brings together its neuroscience learnings and research to provide insights, solutions, as
well as a roadmap for brands and experiences, now and in the future.
Designing memories: The neuroscience of experience

3. 2020 transformed our relationship with the world around
us, including how we connect with people and brands.

4. "We don’t choose between
experiences, we choose between
memories of experiences."
(Daniel Kahneman)
Create memories of experiences in new contexts

5. How does memory work in the
brain and what elements of
an experience remain?

6. How do we build brand memory
networks and leave a lasting
imprint?

7. How to find the optimum
balance between physical vs
digital experiences?

8. How to design memorable
brand experiences?

9. Everywhere Experience
Designing memories: The neuroscience of experience
From
Experiential
Siloed activation channel
Amplified online
You find it
Mass
Cost per contact
To
Experience
Every touchpoint is an experience
Omnichannel
It finds you
One-to-one at scale
End-to-end measurement

10. Everywhere Experience
Make every moment with the brand count by meeting people’s
needs in that moment with a meaningful experience that leaves
a lasting memory.

11. Everywhere Experiences: what
does the future look like?
Designing memories: The neuroscience of experience
Every touch point is the beginning
of an experience.
SOUTHERN COMFORT (UK)
Southern Comfort had to pivot its usual Mardi
Gras brand activation for an elevated virtual
experience, paired with party packs that make
the experience more memorable and engaging.
Understand people's needs and meet
them on their terms, where they are.
HEINEKEN (IRELAND)
Heineken’s gold standard activation at petrol
stations near the Electric Picnic festival put its
0% beer front of mind for designated drivers, a
key audience.
Reimagined brand experiences that
make every moment count.
AMARO MONTENEGRO (ITALY)
A special edition gift box for the brand that
elevates the unboxing experience with AR
mixology video tutorials so you can prepare
inviting cocktails based on Amaro Montenegro:
Monte Mule, Montenegroni and Monte Sour.

12. Everywhere Experiences: what
does the future look like?
Designing memories: The neuroscience of experience
Personalised, meaningful experiences
that leave a lasting memory.
LIAVE (PERU)
Liave, a parmesan cheese brand, hijacked local Italian
delivery orders by following the driver to deliver a
pack of parmesan cheese to complement the
customer’s meal.
Letterbox experiences that recognise the
value of one-to-one connection at home.
OFFBLAK (UK)
D2C tea brand OffBlak styles itself as a “lifestyle
tea brand” aimed at differing occasions, they are
categorised under Fully Charged, Chill Out, Glow
or Caff Free.
Every experience leads to a
transaction.
BARKSHOP (USA)
Bark & Co. opened a pop up in New York where
dogs were fitted with RFID-enabled vests, which
tracked the toys they played with the most.
Owners were then able to view and purchase
their dogs' favorite playthings directly from the
event's custom mobile app.

13. Everywhere Experiences: what
does the future look like?
Designing memories: The neuroscience of experience
HENDRICK’S GIN (USA)
Releasing a new ‘lunar’ gin to celebrate the Lunar
New Year along with a moonbathing kit, such as
moonscreen lotion, and a virtual full moon to help
consumers wash away 2020 and embrace the new
year.
Products and NPD led by experience. Sustainability shapes the experience.
BREWDOG VEGAN MONDAY
Brewdog supporting Meat Free Mondays with 2-4-1
vegan meals at all their bars all day every day -
“A vegan diet could be the “single biggest way” to
reduce your environmental impact on earth”.

14. Create
Unusual Everyday® Ideas
Test
Unlock Marketing Effectiveness
Shoot
Agile Content Creation

15. TM

16. We help clients to bridge the gap between brand and activation
We have developed global and local capabilities
We’re smart and agile – from innovative research to in-house content creation
We are experts in behavioural change
Why HeyHuman?

17. A selection of other HeyHuman talks over the last year

18. Aoife McGuinness
Neuroscience Consultant
Neil Davidson
CEO and Partner

19. Thank You