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AV-id™
Leveraging Digital to Fuel Innovation
ADETEM PARIS May 26th 2011
by Ben Wood, Innovation Director
The digital revolution is happening
in marketing as well as culture
It’s not just about shifting traditional media,
marketing and research practices online
It’s about leveraging
digital to engage and
co-create with people
in a changing world…




                        4
Why is digital so powerful for innovation?

For Our Participants:               For Us:


A rich and intuitive platform for   Flexibility to adapt insight
self-expression and idea            exploration and creative tasks
creation
                                    A meaningful dialogue with living,
Freedom to generate insights        breathing insight and ideas in rich
and ideas in their own space        multi-media formats
and time

                                    Global reach without prohibitive costs
Encourages interaction and
co-creation
And it allows us to form bespoke creative
communities around the world:

1. Leading Edge Consumers

2. Extreme Users (category/brand haters, challenged users,
  customizers…)

3. Experts (from our Expertz™ panel of over 3000 experts)

4. Target Consumers

5. Client Communities
AV-id™ enables a more flexible, dynamic and iterative
approach to insight and idea generation

Linear Innovation Process                    Dynamic Innovation Journey
(Traditional Multi-stage Approach)           (Creative Digital Community)


Stage 1                                               Inspiration
Inspiration



Stage 2                                                Lead
                                     Recycling &
                                                       Ideas          Ideation
Internal Ideation                    Optimization



Stage 3
Evaluation                                           Co-creation

                                       7
We have the tools to facilitate interaction,
self-expression and creation.
       Text inputting and meta-tagging

       The community can add links to
       websites and interesting points of
       reference
       Quotes from authors and resources that
       can enrich the research data can be
       added

       The community can upload and embed        Hi I’m Audrey and I’ll
                                                 be your community
       videos from third party resources as      manager
       YouTube or Video

       The community can record their
       thoughts on video, direct from their PC
       using a webcam
                                                       …with the active encouragement of a
       Pictures and sketches can be uploaded           dedicated community manager
       and shared with the community

       Live conversations can be initiated
       between community members and
       Added Value staff
                                            8
And can build bespoke co-creation platforms




                          9
Enough Theory
Let’s see the types of insights and ideas
that AV-id™ can generate…
Iced Tea (AV-id™ Insights for Innovation )




Emergent Expressions of Freshness         Pitching starter Ideas for a new natural
and Naturalness from the Community        iced tea: Green Oasis in Urban Jungle




                                     11
Iced Tea (AV-id™ Insights for Innovation )




                    Ideation developed concepts and potential identities
                    New product to be launched in Russia in June 2011


                                           12
Home Furnishing (AV-id™ Insights for Innovation)
Trend Inspiration           Product & Colab Ideas                             My Desired IKEA
                                                  “Imagine there is a
                                                  small village with
                                                  a furniture workshop
                                                  that frugally and
                                                  efficiently makes this
                                                  stool. The stool its self
                                                  has nice hand and a
                                                  true craft feeling.
                            Imagine if the engineers at IKEA and this
                            workshop collaborated to make a version of
                            this stool for a higher end IKEA collection.
                            Imagine if that story was told to the
                            consumer so they could 1) understand the
                            process 2) appreciate the item 3) be
                            offered a new look that is generally quite
                            expensive by comparison 4) the price
                            considerably reduced by IKEA's
                            participation. Consumers would feel the joy
                            of seeing a small private workshop benefit,
                            get a high end piece of furniture for less, be
                            educated on how great furniture can be
                            more affordable thanks to IKEA's ability to
                            reduce costs through their way of working...
                            IKEA then seen in an improved light and
                            the sales of the better furniture pay for
                            themselves. Marketing that pays for its
                            self, helps others and produces a
                            great product”




      (Retro Remix Trend)
                                                                      13
A More Detailed Case Study:
Levi’s® Strauss Personalization Innovation
Global Creative Community for Levi’s®: Personalization Innovation




Twenty – four 18-25 year-olds personalizing their worlds across the world…
Meet DUSTIN, 24, New York (part of the community)

                              Freelance graphic designer and artist
                              Loves graffiti, Japanese anime,
                              Artoyz, tattoos, etc.
                              Anti-conformist, enjoys & seeks to
                              display his difference through
                              everything he can, starting with his
                              physical appearance
                              Personalization is a philosophy infusing
                              every part of his life & universe

                              "I'm very against conformity.
                              Too many things can look the
                              same in this world, so I need to
                              make everything I own my
                              own style and design"




                                   16
Meet MARA, 24, Los Angeles (part of the community)
                             Loves acting, singing, dancing
                             Fond of theme parties, role
                             playing… and being glamorous
                             and noticed !
                             Besotted with Princess Monroe…
                             her beloved pooch
                             Huge fan of Marilyn & Madonna
                             Personalizes absolutely everything
                             and is particularly keen on
                             stamping her M on whatever she
                             can (pooch, boyfriend…)



                             "I am really obsessed with
                             'M's…since my first and last name
                             start with M. Also… Marilyn
                             Monroe, Madonna…"



                                  17
Dogs dig personalization too…(Well at least Mara's pooch Monroe who has
her own 'doggy blog' and pals…)
Meet YENA, 24, Seoul (part of the community)

                              Student in design & architecture
                              Very creative & avant-garde
                              Fond of 'deconstruction' at present
                              & loves anything peculiar & poetic
                              Into experimenting…in various fields
                              (photography, crafts, painting,
                              fashion…)
                              Has built and personalized a pink
                              toilet she keeps in her bedroom…
                              Personalization is an existential quest


                              "Because I wanna find 'Me' who is
                              totally different from other people. I
                              wanna feel that I'm special"




                                    19
1. The WHAT of personalization
Their naked body(skin)




Tattoos are the ultimate form of Personalization for many: a unique and indelible
expression of yourself, a daily 'walking piece of art'… what could be 'tattooed' onto denim?
Their environment




It's not just their private spaces that are personalized….the street is a canvas for personal
expression and graffiti in particular is an interesting source of inspiration for Levi's®
                                                  22
2. The HOW of personalization
Strip Down
                                                              CUT OUT




  BACK TO THE ESSENCE




                                        REMOVE

                                                              DECONSTRUCT

            SIMPLIFY




Traditionally, jeanswear personalization has been about adding things/decoration:
what can be removed and simplified to create new forms of personalization and
fresh aesthetics?
Recycle/Rebuild
                                                               MODIFY FUNCTION




                                         TRANSFORM




   CHANGE CONTEXT



                           NEW & OLD                           SECOND LIFE




A particularly creative expression of personalization in which objects can be given
new lives and functions: definitely an interesting area to explore for jeanswear
personalization – denim resurrection and second life?
                                                 25
Let’s Meet the Community




                           26
3. Generating Breakthrough Ideas
Levi's® Resurrection/Denim Graceland
(ideas that emerged from AV-id™)
                                Insight: You never want your favourite jeans to die

                                Opportunity: Give your favourite jeans a second life
                                when they start to fall apart

                                Starter Ideas
                                In Store
                                  Levi's® Resurrection via in store Denim Doctor’ in
                                  the ‘Jeanius Lab’
                                  Resurrection ‘wall of fame’ with before and after
                                  repairs
                                  Recycle wall e.g from 501® to skirt/bag
                                Online
                                   'Doctor Denim' Avatar (e.g Japanese Denim
                                  'master')
                                   User to send in digital photo of jeans with close ups
                                  of areas for repair. Levi's® to send back mocked up
                                  visual of solution and cost
                                  Jeans-bay of 'loved to death' jeans etc…


                                  28
Fit Perfect (ideas that emerged from AV-id™)

                                   Insight: The perfect fit is the holy grail for denim
                                   jeans…especially for women

                                   Opportunity: A jean made for your body alone…
                                   no other jean looks and feels so ‘yours’

                                   Starter Ideas
                                   In Store
                                     Bespoke fit service in store
                                     Old school: garage with mechanics as tailors,
                                     shrink to fit ‘carwash’ etc
                                     Future: 3D cyberscan followed by laser pattern
                                     cutting and sowing


                                   Online
                                      Ability to stock your 3D body shape
                                     (e.g virtual mould) and replicate for future
                                     jeans and finishes




                                     29
An inspiration behind Curve-Id

                                 Fit Perfect
                                 Levi’s® undertook a worldwide exploration of female
                                 bodyshapes to identify the different shapes that could
                                 satisfy the majority of women around the world (80%)
                                 Levi’s® took the principles of the ‘low-tech’ version of
                                 Fit Perfect e.g in-store ‘tailor’ to measure you and
                                 provide you with the perfect fit just for your
                                 bodyshape
                                   Supreme curve
                                   Bold curve
                                   Demi Curve
                                   Slight Curve
                                 Celebrating the fact that all women are different and
                                 all can be beautiful (vs. skinny top model media
                                 ideal) cf. Dove ‘real beauty’ campaign
                                 It has now gone digital with the ‘Levi’s® Digital Fitting
                                 Experience’ where online guidance can help you
                                 identify and purchase the perfect fitting jean for you


                                   30
To recap…
1. Leverage digital communities to create a new brand/consumer
   dialogue and generate fresh global insights and ideas
2. Identify the community that is best placed to deliver against your
   strategic innovation objectives (internal, leading edge, expert etc.)
3. Break out of the linear insight to ideation process to facilitate
   insight and idea generation as well as optimization throughout the
   innovation journey
4. Maximize the multi-media possibilities that digital offers to share
   intimate insights, pitch ideas and co-create with the community
5. Learn from our mistakes! We’ve been running digital communities
   since 2007 and have continuously optimized our approaches and
   technology to build successful creative networks
To continue the discussion…

1. Read our latest thinking on our blog: Source
   http://www.added-value.com/source/
2. Check our Facebook page: https://www.facebook.com/
3. Follow us on Twitter: @AddedValueGroup
4. Join our LinkedIn discussion group on Innovation
THANKS !




      33

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Leveraging Digital to Fuel Innovation by Ben Wood, Innovation Director

  • 1. AV-id™ Leveraging Digital to Fuel Innovation ADETEM PARIS May 26th 2011 by Ben Wood, Innovation Director
  • 2. The digital revolution is happening in marketing as well as culture
  • 3. It’s not just about shifting traditional media, marketing and research practices online
  • 4. It’s about leveraging digital to engage and co-create with people in a changing world… 4
  • 5. Why is digital so powerful for innovation? For Our Participants: For Us: A rich and intuitive platform for Flexibility to adapt insight self-expression and idea exploration and creative tasks creation A meaningful dialogue with living, Freedom to generate insights breathing insight and ideas in rich and ideas in their own space multi-media formats and time Global reach without prohibitive costs Encourages interaction and co-creation
  • 6. And it allows us to form bespoke creative communities around the world: 1. Leading Edge Consumers 2. Extreme Users (category/brand haters, challenged users, customizers…) 3. Experts (from our Expertz™ panel of over 3000 experts) 4. Target Consumers 5. Client Communities
  • 7. AV-id™ enables a more flexible, dynamic and iterative approach to insight and idea generation Linear Innovation Process Dynamic Innovation Journey (Traditional Multi-stage Approach) (Creative Digital Community) Stage 1 Inspiration Inspiration Stage 2 Lead Recycling & Ideas Ideation Internal Ideation Optimization Stage 3 Evaluation Co-creation 7
  • 8. We have the tools to facilitate interaction, self-expression and creation. Text inputting and meta-tagging The community can add links to websites and interesting points of reference Quotes from authors and resources that can enrich the research data can be added The community can upload and embed Hi I’m Audrey and I’ll be your community videos from third party resources as manager YouTube or Video The community can record their thoughts on video, direct from their PC using a webcam …with the active encouragement of a Pictures and sketches can be uploaded dedicated community manager and shared with the community Live conversations can be initiated between community members and Added Value staff 8
  • 9. And can build bespoke co-creation platforms 9
  • 10. Enough Theory Let’s see the types of insights and ideas that AV-id™ can generate…
  • 11. Iced Tea (AV-id™ Insights for Innovation ) Emergent Expressions of Freshness Pitching starter Ideas for a new natural and Naturalness from the Community iced tea: Green Oasis in Urban Jungle 11
  • 12. Iced Tea (AV-id™ Insights for Innovation ) Ideation developed concepts and potential identities New product to be launched in Russia in June 2011 12
  • 13. Home Furnishing (AV-id™ Insights for Innovation) Trend Inspiration Product & Colab Ideas My Desired IKEA “Imagine there is a small village with a furniture workshop that frugally and efficiently makes this stool. The stool its self has nice hand and a true craft feeling. Imagine if the engineers at IKEA and this workshop collaborated to make a version of this stool for a higher end IKEA collection. Imagine if that story was told to the consumer so they could 1) understand the process 2) appreciate the item 3) be offered a new look that is generally quite expensive by comparison 4) the price considerably reduced by IKEA's participation. Consumers would feel the joy of seeing a small private workshop benefit, get a high end piece of furniture for less, be educated on how great furniture can be more affordable thanks to IKEA's ability to reduce costs through their way of working... IKEA then seen in an improved light and the sales of the better furniture pay for themselves. Marketing that pays for its self, helps others and produces a great product” (Retro Remix Trend) 13
  • 14. A More Detailed Case Study: Levi’s® Strauss Personalization Innovation
  • 15. Global Creative Community for Levi’s®: Personalization Innovation Twenty – four 18-25 year-olds personalizing their worlds across the world…
  • 16. Meet DUSTIN, 24, New York (part of the community) Freelance graphic designer and artist Loves graffiti, Japanese anime, Artoyz, tattoos, etc. Anti-conformist, enjoys & seeks to display his difference through everything he can, starting with his physical appearance Personalization is a philosophy infusing every part of his life & universe "I'm very against conformity. Too many things can look the same in this world, so I need to make everything I own my own style and design" 16
  • 17. Meet MARA, 24, Los Angeles (part of the community) Loves acting, singing, dancing Fond of theme parties, role playing… and being glamorous and noticed ! Besotted with Princess Monroe… her beloved pooch Huge fan of Marilyn & Madonna Personalizes absolutely everything and is particularly keen on stamping her M on whatever she can (pooch, boyfriend…) "I am really obsessed with 'M's…since my first and last name start with M. Also… Marilyn Monroe, Madonna…" 17
  • 18. Dogs dig personalization too…(Well at least Mara's pooch Monroe who has her own 'doggy blog' and pals…)
  • 19. Meet YENA, 24, Seoul (part of the community) Student in design & architecture Very creative & avant-garde Fond of 'deconstruction' at present & loves anything peculiar & poetic Into experimenting…in various fields (photography, crafts, painting, fashion…) Has built and personalized a pink toilet she keeps in her bedroom… Personalization is an existential quest "Because I wanna find 'Me' who is totally different from other people. I wanna feel that I'm special" 19
  • 20. 1. The WHAT of personalization
  • 21. Their naked body(skin) Tattoos are the ultimate form of Personalization for many: a unique and indelible expression of yourself, a daily 'walking piece of art'… what could be 'tattooed' onto denim?
  • 22. Their environment It's not just their private spaces that are personalized….the street is a canvas for personal expression and graffiti in particular is an interesting source of inspiration for Levi's® 22
  • 23. 2. The HOW of personalization
  • 24. Strip Down CUT OUT BACK TO THE ESSENCE REMOVE DECONSTRUCT SIMPLIFY Traditionally, jeanswear personalization has been about adding things/decoration: what can be removed and simplified to create new forms of personalization and fresh aesthetics?
  • 25. Recycle/Rebuild MODIFY FUNCTION TRANSFORM CHANGE CONTEXT NEW & OLD SECOND LIFE A particularly creative expression of personalization in which objects can be given new lives and functions: definitely an interesting area to explore for jeanswear personalization – denim resurrection and second life? 25
  • 26. Let’s Meet the Community 26
  • 28. Levi's® Resurrection/Denim Graceland (ideas that emerged from AV-id™) Insight: You never want your favourite jeans to die Opportunity: Give your favourite jeans a second life when they start to fall apart Starter Ideas In Store Levi's® Resurrection via in store Denim Doctor’ in the ‘Jeanius Lab’ Resurrection ‘wall of fame’ with before and after repairs Recycle wall e.g from 501® to skirt/bag Online 'Doctor Denim' Avatar (e.g Japanese Denim 'master') User to send in digital photo of jeans with close ups of areas for repair. Levi's® to send back mocked up visual of solution and cost Jeans-bay of 'loved to death' jeans etc… 28
  • 29. Fit Perfect (ideas that emerged from AV-id™) Insight: The perfect fit is the holy grail for denim jeans…especially for women Opportunity: A jean made for your body alone… no other jean looks and feels so ‘yours’ Starter Ideas In Store Bespoke fit service in store Old school: garage with mechanics as tailors, shrink to fit ‘carwash’ etc Future: 3D cyberscan followed by laser pattern cutting and sowing Online Ability to stock your 3D body shape (e.g virtual mould) and replicate for future jeans and finishes 29
  • 30. An inspiration behind Curve-Id Fit Perfect Levi’s® undertook a worldwide exploration of female bodyshapes to identify the different shapes that could satisfy the majority of women around the world (80%) Levi’s® took the principles of the ‘low-tech’ version of Fit Perfect e.g in-store ‘tailor’ to measure you and provide you with the perfect fit just for your bodyshape Supreme curve Bold curve Demi Curve Slight Curve Celebrating the fact that all women are different and all can be beautiful (vs. skinny top model media ideal) cf. Dove ‘real beauty’ campaign It has now gone digital with the ‘Levi’s® Digital Fitting Experience’ where online guidance can help you identify and purchase the perfect fitting jean for you 30
  • 31. To recap… 1. Leverage digital communities to create a new brand/consumer dialogue and generate fresh global insights and ideas 2. Identify the community that is best placed to deliver against your strategic innovation objectives (internal, leading edge, expert etc.) 3. Break out of the linear insight to ideation process to facilitate insight and idea generation as well as optimization throughout the innovation journey 4. Maximize the multi-media possibilities that digital offers to share intimate insights, pitch ideas and co-create with the community 5. Learn from our mistakes! We’ve been running digital communities since 2007 and have continuously optimized our approaches and technology to build successful creative networks
  • 32. To continue the discussion… 1. Read our latest thinking on our blog: Source http://www.added-value.com/source/ 2. Check our Facebook page: https://www.facebook.com/ 3. Follow us on Twitter: @AddedValueGroup 4. Join our LinkedIn discussion group on Innovation
  • 33. THANKS ! 33