Professional Documents
Culture Documents
OUR PERSPECTIVES
INFORMATION
SERVICE
Google it!
Can I do it online?
Consumers expect:
To perform offline functions online
ENTERTAINMENT
SOCIAL INTERACTION
Making connections.
Ruder Finn. RF Intent Index. http://www.intentindex.com/. Updated quarterly, accessed May 15, 2015.
Mashable. Internet Users Send 204 Million Emails Per Minute. http://mashable.com/2014/04/23/data-onlineevery-minute/.
3,4
5
Apple. iTunes Store Sets New Record with 25 Billion Songs Sold. https://www.apple.com/sg/pr/library/2013/
02/06iTunes-Store-Sets-New-Record-with-25-Billion-Songs-Sold.html.
OUR PERSPECTIVES
7
Macrumors. Spotify Approaching 10M Paying Users, Revenue May Soon Surpass iTunes in Europe.
http://www.macrumors.com/2014/04/25/spotify-10-million-europe-itunes/.
OUR PERSPECTIVES
FIGURE01
Lufthansas Travel Companion platform built for the Apple Watch and for the
iPhone and iPad is a great example of digital technology facilitating always-on
Story Systems. The watch app, in particular, is a seamless, hands-free way of
providing upcoming flight information such as the terminal, boarding time or
seat number.
OUR PERSPECTIVES
UNDERSTAND
CONSUMERS NEEDS
RETHINK YOUR
BRANDS OFFERINGS
OUR PERSPECTIVES
THINK PLATFORMS,
NOT ADS
DO SOMETHING
SIGNIFICANTLY
DIFFERENT
TEST, LEARN,
AND ADAPT
OUR PERSPECTIVES
Conclusion
Traditional advertising has been called
selling through yelling, and one of
the reasons why brands struggle is
because they continue to focus on
pushing messages out. Today, making
an impact requires a relationship with
pull. This approach strengthens brands
connections with their consumers
and the benefits it can bring; loyalty,
relevance, and engagement are the
rewards for those brands brave enough
to reduce their traditional message
out approaches.
In the age of the interconnected, brave
brands need to be acutely empathetic
with their consumers a timeless
concept in new contexts. Brands with
a successful and welcomed digital presence understand how their products
are integrated into peoples lives and
are taking critical risks to evolve their
ways in. More so, they are aware of
digitals current role and the future role
that it could play in enhancing consumers experiences and interactions.
Kim Douglas
Vice President, Managing Director,
SapientNitro Singapore & Hong Kong
kdouglas@sapient.com
Kim has spent some 20 years in advertising agencies and
has been the MD for the last 5 years. His primary focus
today is growing our business across APAC out of the
regions HQ in Singapore.
SapientNitro, part of Publicis.Sapient, is a new breed of agency redefining storytelling for an always-on world. Were changing the way our clients engage todays
connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omnichannel commerce. We call
it our Storyscaping approach, where art and imagination meet the power and scale of systems thinking. SapientNitros unique combination of creative, brand, and
technology expertise results in one global team collaborating across disciplines, perspectives, and continents to create game-changing success for our Global
1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target, and Vodafone, in thirty-one cities across The Americas, Europe, and Asia-Pacific.
For more information, visit www.sapientnitro.com.
SapientNitro and Storyscaping are registered service marks of Sapient Corporation.