everyone's a winner

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

http://kontrapunkt.com

Kontrapunkt©

Hey there!

#kontrapunkt

3Kontrapunkt©

Kontrapunkt©2015 4

Kontrapunkt is the leading Scandinavian design agencyWe 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.

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? …

Kontrapunkt©

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©

Usually only utilised when old marketing people out of reach tried to be young and hip.

Look at us! We’re millennials!

Kontrapunkt©

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©

Kontrapunkt©

We draw it up like this.

Surroundings

Marketing communication

CVIBehaviour

ServicesProducts

Brand

Kontrapunkt©

But it could also look like this.

Surroundings

Marketing communication

CVIBehaviour

ServicesProducts

You

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©

Kontrapunkt©

Winning communication?

Media logic

Kontrapunkt©

User needs & wants

Kontrapunkt©

Brand promise

Kontrapunkt©

Brand promise +

media logic + user needs & wants

=

Winningcommunication

Kontrapunkt©

Brand promise

User needs & wants

Winning

Media logic

Advertising

UsabilityInefficient

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

Des

met

& H

ekke

rt

Kontrapunkt©





Des

met

& H

ekke

rt

Kontrapunkt©

Thatgamecompany: Journey

Kontrapunkt©

Playdead Studios: Limbo

Kontrapunkt©

Sony Bravia 2010Sony

Kontrapunkt©

Sony Bravia 2010

Kontrapunkt©

Kontrapunkt©

Sony Bravia

B&O Play

Kontrapunkt©





Des

met

& H

ekke

rt

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

Aar

ron

Wal

ter

Kontrapunkt©

Kontrapunkt©

klassiske joyful spil

Adidas Go App

Kontrapunkt©

Quantas Frequent Flyer Program co-lab with nib

Kontrapunkt©

Kontrapunkt©

Thrills

53

Kontrapunkt©

So, let’s get back

to the winning communication

75Kontrapunkt©

Brand promise

User needs & wants

Winning

Media logic

Advertising

UXInefficient

Winning communication

76

Correctly utilized, games can be a way to create empathy or emotions, deliver

efficient communication and bring the brand promise to life.


Kontrapunkt©

77

Correctly utilized, games can be a way to create empathy or emotions, deliver efficient communication and bring the brand promise to life.


Kontrapunkt©

78

Correctly utilized, games can be a way to create empathy or emotions, deliver

efficient communication and bring the brand promise to life.


Kontrapunkt©

Kontrapunkt©

Thank you!Kristina Kristensen UX designer [email protected]

Morten Gade Partner, digital director [email protected]

#kontrapunkt