the big learn - mobile: being a good brand butler
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The Big Learn - Mobile: Being a Good Brand ButlerPresented by: Haruna McWilliamsMay 13, 2010OgilvyTRANSCRIPT
Big Learn – Mobile“Being a Good Brand Butler”May 13, 2010
H. McWilliams
Planning
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“Brand Butlers”
With pragmatic, convenience-loving consumers enjoying instant access to an ever-growing
number of supporting services and tools (both offline and online), brands urgently need to hone
their 'butlering skills’, focusing on assisting consumers to make the most of their daily lives, versus the old model of selling them a lifestyle if
not identity.
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What it means for brands
1. A shift from 'broadcasting' to assisting: time, convenience, control and independence are the new currencies
2. The practical and pragmatic rule
3. Consumer longing for institutions that truly 'care’
4. Mobile online revolution: mobile internet usage is now finally exploding, encouraging always-on, instant gratification online
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Ask these questions about your brand
What are you about as a brand?
What themes?
What benefits?
Is it 'connectivity'? Inside information? Convenience? Hope?
Health? Speed? Reliability?
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L’Oreal + Vanity Fair’s Hollywood
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How to be a good ‘brand butler’ – Hint #1:
Do something people already do, and make it easier for them
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For your inspiration
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How to be a good ‘brand butler’ – Hint #2:
See what others are up to, what already exists out there.
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So, what type of ‘Brand Butler’ Apps are out there?Examples
1. Transparency & ‘In-the-know’
2. Saving Money
3. Finding
4. Connectivity
4. Health, Nutrition & Exercise
5. Sills & Advice
6. Eco
7. Skills & Amenities
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1. Transparency & ‘In the know’providing consumers with information that will either lubricate or enrich their lives
Google labs City Tours:
A variety of walking tours in cities around
the world.
Google labs City Tours:
A variety of walking tours in cities around
the world.
Nike’s True City:‘insider’ information
on six European cities.
Nike’s True City:‘insider’ information
on six European cities.
Adidas Urban Art Guide:
iPhone travel guide listing Berlin's best
graffiti.
Adidas Urban Art Guide:
iPhone travel guide listing Berlin's best
graffiti.
Examples of “Brand Butler”
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2. Saving moneyhelp your customers save money in their daily lives
Taxi2 (Virgin Atlantic):
Cab sharing service for airline
passengers
Taxi2 (Virgin Atlantic):
Cab sharing service for airline
passengers
Sprize:If an item’s price is
reduced w/i 45 days, you will automatically
be credited the difference
Sprize:If an item’s price is
reduced w/i 45 days, you will automatically
be credited the difference
Ikea Covoiturage:Car-sharing service for Ikea shoppers
Ikea Covoiturage:Car-sharing service for Ikea shoppers
Examples of “Brand Butler”
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3. Findinghelping people find information that is relevant and timely
SitOrSquat (Charmin):
Helps you find bathrooms, change
tables, diability access and other
amenities.
SitOrSquat (Charmin):
Helps you find bathrooms, change
tables, diability access and other
amenities.
Petcentric Places (Purina):
Helps you find ‘petcentric’ locations
in your vicinity
Petcentric Places (Purina):
Helps you find ‘petcentric’ locations
in your vicinity
Zillow:Provides you with
details of estimated home values, homes for sale, and recently
sold homes
Zillow:Provides you with
details of estimated home values, homes for sale, and recently
sold homes
Examples of “Brand Butler”
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4. ConnectivityConnecting people who share similar interests
Vtravelled (Virgin Atlantic):
A global community of travel lovers –
allows members to access real time updates about
destination events and info
Vtravelled (Virgin Atlantic):
A global community of travel lovers –
allows members to access real time updates about
destination events and info
Examples of “Brand Butler”
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5. Health, nutrition & exerciseHelping people stay well
The Nivea Sun:iPhone app collects info about the user, suggests the correct SPF to be used on a particular day, and
alerts the user when the protection should
be reapplied.
The Nivea Sun:iPhone app collects info about the user, suggests the correct SPF to be used on a particular day, and
alerts the user when the protection should
be reapplied.
SkiReport.com (Nestle PowerBar):iPhone app offering access to nutritional info, athlete profiles,
videos and free product samples
SkiReport.com (Nestle PowerBar):iPhone app offering access to nutritional info, athlete profiles,
videos and free product samples
Examples of “Brand Butler”
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6. Skills & adviceSkills, knowledge, manners: the new status symbols
Flying Without Fear (Virgin Atlantic):iPhone app to
overcome your fear of flying.
Flying Without Fear (Virgin Atlantic):iPhone app to
overcome your fear of flying.
Wine Finder (Tesco):Find any wine from a photo of the bottle, get reco based on price, country of
origin and accompanying
cuisine.
Wine Finder (Tesco):Find any wine from a photo of the bottle, get reco based on price, country of
origin and accompanying
cuisine.
Santa Maria:Recipes, tips and
advice on cooking, a BBQ handbook and
a grilling timer.
Santa Maria:Recipes, tips and
advice on cooking, a BBQ handbook and
a grilling timer.
Examples of “Brand Butler”
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7. EcoAssisting customers in greening their behavior
Eco: Drive:USB downloadable
app that aims to improve driving
efficiency in an eco-friendly manner.
Eco: Drive:USB downloadable
app that aims to improve driving
efficiency in an eco-friendly manner.
Galpshare (Galp Energia):
A carpooling platform that helps find others
heading the same way when they
commute.
Galpshare (Galp Energia):
A carpooling platform that helps find others
heading the same way when they
commute.
Examples of “Brand Butler”
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8. Tools & amenitiesSkills, knowledge, manners: the new status symbols
Geico:iPhone app lets
drivers take photos, make notes and
record the details of other patries
involved in any incident
Geico:iPhone app lets
drivers take photos, make notes and
record the details of other patries
involved in any incident
FNAC:iPhone app allows users to buy event
tix, maps to find their way to the venue, a
fake lighter for concerts, a tool to measure applause
levels and a foghorn
FNAC:iPhone app allows users to buy event
tix, maps to find their way to the venue, a
fake lighter for concerts, a tool to measure applause
levels and a foghorn
British Gas:iPhone app allows
consumers to regularly record and submit their gas and
electricity meter readings, increasing the accuracy of their
energy bills
British Gas:iPhone app allows
consumers to regularly record and submit their gas and
electricity meter readings, increasing the accuracy of their
energy bills
Examples of “Brand Butler”
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How to be a good ‘brand butler’ – Hint #3:
Involve your consumers – co-create
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Now what? (Resources)
• “I want to know more about the market landscape for mobile”
• “I want to know more about consumer trends that are relevant to my brands”
• “I want to know how other brands are using mobile”
• Guidelines
• Trendwatching.com
• Brandchannel.com
• PulsecheckLA.com (Facebook / Twitter)
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Sources
• L’Oreal/Vanity Fair article
–http://www.mobilemarketer.com/cms/news/advertising/5357.html
• Fiat eco:Drive (video)
–http://www.fiat.co.uk/ecodrive/#ecodrive/intro