Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. They are part of what makes humans, human. Our emotions also make us an endlessly frustrating group of people for brands trying to stand out and connect. But it can be done. In this session, Darren Watson, FITCH ECD Asia Pacific will explore how brands can use experiences to create emotional connections that are playful, thought-provoking and unlock the human element essential to success in physical and digital brand interactions. From Nike Rise harnessing the passion of a new generation of Chinese basketball players, to Merrell’s use of VR to take wannabe hikers into the wilderness and M&M’s World Store Shanghai, which turns a candy store into a theatrical experience, Watson will demonstrate the powerful human connections that can be created.

1. Darren Watson
Executive Creative Director

2. #FITCH_Emotion
#Adfest2016
Join in the
conversation:
© Daniel Serva
@FITCHdesign
@watsoneast

3. The Rollercoaster of emotions
Why do we have emotions?
The ‘big disruption’ – 21st Century impact
Why emotions matter in experiences
Who’s using emotions in experiences well
How we all can enjoy the ride

4. Why do we
have emotions?

5. Human beings are one of the
most complex of all animals
© Daniel Serva

6. © Andrea Rossato
They are part of what
makes humans, human.
Emotions make us unpredictable,
impulsive and endlessly interesting.

7. Emotions play
a crucial role
helping to understand
the world
learn about and
trust new things
make decisions
and take action
Mountain slide, Switzerland

8. Smiler rollercoaster at Alton Towers UK
pay to turn fear into pride
Emotions cause us to

9. The are not always easy to control
What do we do after a hard day?

10. They make us who we are.
Feel like an athlete…
Nike store NY

11. Feel unique…
Mini not normal campaign

12. Evoke important
memories.

13. Everyday it feels like we go
through hundreds of emotions.
According to science
it’s not that complex,
not by a long shot…

14. 4 ‘mother emotions’
Source: Institute of Neuroscience and Psychology,
University of Psychology of Glasgow.
Fractl – emotion research 2014
happy
Makes us want
to share
sad
Helps us connect
and empathize
afraid
Makes us need
something to cling to
angry
Makes us
more stubborn

15. Source: Institute of Neuroscience and Psychology,
University of Psychology of Glasgow
Whisked up into a myriad
of ‘emotional stews’.

16. We feel first.
Think second.
Source: Buyology by Martin Lindstrom
The emotional brain
processes information
5 X faster
90% of purchase decisions
are subconscious
70% of all purchases
are emotional

17. Without emotions
our lives would
be incomplete

18. The big
disruption
21st century impact

19. OUR WORLD WILL CHANGE
MORE IN THE NEXT 5 YEARS
THAN IN THE LAST 50

20. NO ORDINARY DISRUPTION
65 million!
Source: McKinsey & Company: The four global forces breaking all the trends
By 2035 in China,
those aged 60 and over
larger than the entire
US population
AGING POPULATIONURBANIZATION
Average rise in urban
population every year

21. Number of years
to reach 50m users
38
4
1
TECHNOLOGY
Source: McKinsey & Company: The four global forces breaking all the trends
NO ORDINARY DISRUPTION
GLOBAL CONNECTIONS
500x!
Increase in global online traffic
from 2000 to 2012

22. INDUSTRIAL REVOLUTION X 300
WE ARE LIVING IN A TIME OF
DISCONTINOUS CHANGE
Source: McKinsey & Company: The four global forces breaking all the trends

23. A new social generation of people.
More informed and connected, less loyal
and dictating how they engage with brands.

24. Living in times
of abundance…
Information and
choice fatigue
…and scarcity
value of time
disappearing resources
Vitalityair – bottled Canadian air

25. Gen Z
Live for now
Grew up with touchscreens
New digital tools to filter
Gen Y
Live once
Grew up with computers
Facebook moments
Source: Wellbeing in the US 2015, San Diego University
21st century survival mechanisms

26. Same
a&en(on
(me
span
as
this
fella
that’s less than the
attention span of this guy
…an evolved
8 second filter
Source: National Center for Biotechnology, US The Associated Press, 2015
Live for now

27. The digitally powered social age has set a strong culture
of individuality while still maintaining a longing for belonging.
Products
Possessions
Extrinsic
Fractured
Source: FITCH Gen Z report 2014
– stories ‘social currency’
– memories ‘experience seeking’
– intrinsic motivations ‘what I want to achieve’
– seamless ‘continuous’ world
Shifting expectations.

28. Nike Find your Greatness by Wieden + Kennedy
Focus on the individual
who they are and what they value

29. Nike run San Francisco
Wanting a relationship built on
what they want to achieve
200mNumber of fans Nike connects
every day in dialogue around
achieving through sports
and movement.

30. Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Achieving
Post-purchase
using product or service
Continuous Consumer
FITCH Joy of Shopping research
‘no looking back’ - incremental gains towards achieving

31. The big misfit:
Continuous consumers
Living in a time of
Discontinuous change

32. Emotional rewiring needed:
emotional
impact
continuous
experiences

33. Why emotions
in experiences
matter

34. ‘Experiences’ trump ‘things’
Amongst a deluge of worldly concerns and fatigue of material pursuits
Source Boston Consulting group Millennials report 2014
78% Millenials would rather spend on
experience over material posessions

35. ’OK isn't OK’ for experiences anymore
Rise of self-service and technology advancements push expectations of experience.
Netflix and chill button

36. Experiences are
‘emotional responses’
to moments in our lives
8 in 10
Millenials say
best memories
come from an
experience they
participated in
can be shared
entirely personal
no two the same…
Source Boston Consulting group Millennials report 2014

37. © First kiss Melissa Coker
Personal experiences
First kiss…

38. © NK Guy Burning Man
Shared experiences
Burning man festival…

39. Ultraviolet Shanghai
Paid for experiences
Dinner at a Michelin starred restaurant…

40. For people
Shift from material possessions
to a ‘wealth of experience’

41. For brands
Shift from share of wallet – share of voice
Source The ultimate marketing machine, HBR 2015
to a ‘share of experience’
High performing brands moving
to share of experience

42. High emotional experience
High performance
Source The Value of Customer Experience, Quantified 2014 HBR 2014
74% more loyal
2.4 x revenue per consumer
Satisfied consumers
= higher share price

43. Who’s using emotions
in experiences well?

44. Disruptive brands are taking advantage of these
volatile times and addressing issues of our time.
Rapid change = rewire opportunity

45. 80%
Of people see brands
as most trusted to
improve economic and
social conditions
Building a belief that brands
are best placed to improve living
Source Edelman trust barometer 2016
(and have the financial power to do it)
Superbrands

46. relationship needs to
be built on generosity
Generous brands™

47. Free basics
© Tim Lahan
A winner takes all dynamic
People can spot
non-generous behavior
a mile away
The fine line.

48. A rock-like consistency and human-like
personality that people can depend on
1974 message from Lego… …2000’s
Lego advertisement by Brunner

49. Wearing their emotions on their sleeves
Toys - improved relationship between parent and child

50. Wearing their emotions on their sleeves
Detergent – highlighting challenges faced by women
Share the load by BBDO Mumbai

51. Wearing their emotions on their sleeves
Search engine - wisdom
Reunion by Ogilvy India

52. Wearing their emotions on their sleeves
Whisky – celebrating the human spirit
Keep the fire alive by

53. Wearing their emotions on their sleeves
Refreshment – happiness, a simple pleasure
Teach the world to sing by McCann Erickson

54. How brands and
creatives can "
enjoy the ride

55. Forget Omni-channel
?
The emotional rollercoaster
How do we enjoy the ride?
Brands

56. 1. Respond to what people
want to achieve
The emotional rollercoaster
How do we enjoy the ride?
Brands

57. 2. Stage their story – ‘storydoing’
Create content rock stars
Their journey, active participation
sharing meaningful and memorable stories
Gopro adventure in life in 4K

58. Physical
Human
Digital
Touch points
not channels
Think PHD
Combine physical,
human and digital
3. Right place
Brands

59. 4. Right time
‘spend time’
Major moments of
enhanced sensory experiences
Starbucks ‘Willy Wonka of coffee’
Put
in
dining
in
field
image

60. Surprise the senses
High engagement
Breaks down complexity
builds emotional engagement
House of Bols, Amsterdam
4. Right time
‘spend time’

61. Turn fear into pride
With the ‘power of play’
Floor disappears forcing
people to climb the walls
North Face store, South Korea
4. Right time
‘spend time’

62. 4. Right time
‘save time’
‘Micro moments’ of
novel ultra-convenience
Dominos Pizza Anyware

63. 5.Coach the coaches, get the crowd
Understand level of confidence
Turn off fears of colour when decorating
Step on a colour, see it transform space
Asian Paints Colour experience, India

64. 5. Coach the coaches, get the crowd
The confident coaches the newbie
Experience as a learning platform
guided by more confident consumers
VIVID Homes, China

65. The emotional rollercoaster
How we enjoy the ride – Continuous experiences
1. Respond to ‘what they want to achieve’
2. Stage their story – ‘storydoing’
3. The right place – ‘PHD touch points’
4. The right time – ‘Spend time and save time’ moments
5. ‘Coach the coaches’ to get the crowd

66. Celebrate
the emotional
rollercoaster
Nike Rise China
Nike Rise, AKQA

67. Excitement
and anticipation
Recruiting from millions
of aspirers personal stories

68. Fear of not
being selected
Getting up and close
with competitors

69. Bonding highs
and lows as a team
Training pain and team
creation with Pro coaches

70. Amplify the hopes
and fears of failing
Train and do drills like the stars
Create the theatre to feel like a hero

72. Celebrate and share
the journey and achievement
Energy of the emotional
finale shared as a team

73. Journey as a personal story
how do we make it responsive?
Aspiration
Fear of
being cut
Bonding
highs
and lows
Amplified
hopes and fears
Celebrate
and share
The emotional rollercoaster ‘sweet spot’
Brands

74. SOURCE: Cisco, McKinsey Global Institute analysis, Telefonica research 2015
Making it more
personal, convenient
and responsive.
Enhanced world of ‘bits and bots’
40%
Of all global connections
will be machine-to-
machine by 2020
Brands
83%
Accuracy rate on
wether user is bored
whilst on mobile

75. Cogni Toys
Enhanced world of ‘bits and bots’
Experiences that evolve with people

76. EQ + IQ = ‘Human natured’ experiences
Emulate to an extent the way human senses work to respond
Creating emotional delight against motivations
FITCH prototype spatial sensor system with Microsoft

77. The emotional rollercoaster
Enjoy the ride – human natured experiences
Brands

78. What we want to
achieve
respond to
emotions
Continuous experiences
keeping us in the
sweet spot
The emotional rollercoaster
Enjoy the ride – human natured experiences
Brands

79. #FITCH_Emotion
#ADFEST2016
Thanks for listening
www.slideshare.net /FITCH_design
@FITCHdesign
@watsoneast

80. Darren Watson
Executive Creative Director
Come and enjoy the ride
Thursday 17th March
10:45 – 13:00