quinny 'urban parents community' case
TRANSCRIPT
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Mobilizing Urban Parents
Around the WorldTom De Ruyck | Managing Partner, InSites
Consulting
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Urbanizationis a trend we can’t beat
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On a quest for universal insights
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Immerse into the worldof the Urban ParentInspire entire Quinny teamUnderstand daily challengesContext: mobility
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Urban Parents Consulting Board
120 urban parents 7 cities 3 weeks 2900 posts
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New York
London Berlin
Sao PauloKuala Lumpur
Tokyo
Seoul
Challenge #1LanguagesGlobal generation AttitudeSkills
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Challenge #2Context
Engagement Different feedbackHigher relevance
65%2x more visuals47 vs. 87 words
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Challenge #3Engagement
Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay!
By Asyikin, Kuala Lumpur
Hi! We’re part of theQuinny team
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In-sight |’in.sit|
From data to universal insights
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My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle
#1
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The City for Life ParentEven with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable.
Clarissa
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Besides experiencing the dynamics of city life, I want my children to go ‘back to basic’ and not forget about the authentic things in life such as nature
#2
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2. Going back to basic
My daughter loves being outside, so much so that if she wants to go play
outside, she will get her shoes and have me put them on and the get my shoes and
try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground
she just loves being outside.
Starlitsky
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The city can be quite impersonal and I don’t want my children to grow up thinking there are no people who care about them”
#3
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3. The Modern FamilyMy parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family.
Sontschi
Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language.
Supersavvy
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Although we live in such a big and sometimes anonymous city, I really want my children to feel safe and at home in our own neighborhood
#4
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4. Getting aroundRoutine trips are to the store, up
into town to meet friends, to baby groups and group activities. If we’re staying local, we use the
stroller because Iz LOVES to face out and stare at people as we pass,
nosy little biddy.*lol*.
We have regular play groups in our area, they’re very important for her
socialization and for my sanity! Some of them have music and
singing, all of them have friends for her to play with, and we love them.
Bigmamabrown
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And…Action!
Connecting Dorel
With Urban Parents
Engage | Inspire | Act
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Creating positive disruption
Urban parents have many reasons for loving the city life, but what reason do parents mention most often when talking about why they like the city?
A. Good schoolingB. Wide offer of activitiesC. Many opportunities
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Impact:Repositioning the brand
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ME
SKIL
LSLO
OK
S
WE
From looks to skills, from me to we
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New social currency
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New productinnovations
Prioritize product ideasGuide internal discussions
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The story of the longboardstrollerPartner Studio Peter van RietViral campaignOVAM Eco Award PRO 2012
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Thank you! Questions?
@tomderuyck