Come up with a connected and digital innovation strategy on how to recruit the new gen- eration of LRP consumers. How would they be attracted to the brand? What should be the consumer path to create a long term relationship with the brand? What types of services, digital tools and online communication campaigns need to be included in this recruitment strategy? What would be the next technological and digital disruption for LRP?
You are in charge of this massive recruitment strategy – It is in your hands to build a new community committed to the brand. Leverage digital opportunities, invent connected heath and reinvent the health and beauty services!
1. 1
B R A N D S T O R M
JONOVA TEAM
Iva Holubová. Joëlle Bloyet . Nour El Hajj
2. 2
Major trend : gamification to boost engagement
Creating a
community
People enjoy
competition
& rewards
Mobile
gaming : big
business
5
Gamification trends
Blending the
big data
Social
sharing
Applications : Marketing, inspiration, health, education …
3. 3
Why use gamification ?
44
%
56
%
91 % of 15-18 year old
89 % of 19-24 year old
Players
play
26
hours
a week
65,7%
Of 15-24 are
looking for
games on their
Sartphones
35
million
players
(just in France!)
68%
Of 15-24
download
game apps
46,7%
Of 15-24 are
interested by
informative
notifications
Players profiles
10-14 15 - 18 18 - 24
4. 4
Qualitative research insights
Feeling good about
myself is the most
important factor
I don’t like when creams make my face
greasy
Appearance is
important for me
I would like to test the products efficiency
(samples)
I care about having a fit body
(healthy lifestyle, sports)
The skin of my face is more
important than the skin of my
body
(and I’d rather use pharmacy brands)
I like playing video games
and especially kill time on
my smartphone
I would rather trust my
dermatologist, parents &
friend than advertising
5. 5
M a i n i n s i g h t
« I would like to have a nice
appearance and a healthy skin
but…
… I need help to learn
how to take care of my
skin »
7. 7
Develop a serious game available on LRP’s website + mobile app
Learn how to treat your skin well by playing online
6 missions
in LRP
« Skin
land »
With the
help of
« dermato
coach »
Accomplish
the
missions
given by 6
masters of
skin
1
Use gamification: LRP « serious game »
8. 8
1
If you want to become
the next master of skin
you have to know
everything about its
protection.
It’s a priority to feel
good in your shoes !
The Masters of
skin
Accomplish the 6 challenging missions given by
the masters of skin
REGISTER TO SAVE YOUR GAME AND
SCORE
Continue Register
CHOOSE A MISSION BY SELECTING A
POINTER
9. 9
SELECT YOUR AVATAR
I guess you’re
accustomed to
challenge and
adversity
Let’s go !
You look AWESOME !
What’s your name by the way ?
Awesome EDHEC student
Choose Choose Choose Choose
Choose Choose Choose Choose
10. 10
SELECT YOUR LEVEL
AND GET REWARDS FOR YOUR SKIN
Each task will grant
you points.
You can save up for
awesome goodies to
treat your skin like it
deserves!
You can check your
international ranking
and share your scores
with your friends.
Enough talking, let’s
meet master n°1 !
Easy
Hard
Medium
12. 12
Congrats !
You’ve completed your first task
and unlocked your first tip !
Spend your points now or
continue to save up!
The next master is waiting for
you!
Score
237
035
Get goodies ! Save up!
Tip N°1
13. 13
Blue dermato
Blue dermato
What will
« AwesomeEDHECstudent » do ?
Blue dermato wants you to fight COMEDON !
Comedon wants to clog your pores
2nd mission: Fight COMEDON
Congrats !
You’ve completed your first task.
Spend your points now or continue
to save up!
In any case, get on with your journey
to a flawless skin.
The next master is waiting for you!
35
26
14. 14
4 other simple mini games: Simplicity is key
Sebum Island
Perfect skin race
Catch the Lipikar !
Find the « LRPair »
15. 15
How to encourage our audience to play the game ? Promote LRP
land
Pre test games
with
INFLUENCER
S
We’ve accomplished the 6
master’s of skin missions
Social gaming
promotion on
SOCIAL
MEDIA
Welcome to LRP
« Skin land »
Capitalize on LRP
storytelling
Awesome
TRAILERS
on Youtube
16. 16
Part of a whole « lifestyle » campaign
Serious game part
of a help program
With branded LRP
freebies as part of
incentives !
Include tips on
exercising, eating
well …
everything that has
an impact on the
skin
17. 17
What are the advantages of our gamification campaign ?
Fun & social Interactive & entertaining
Time spent playing
better retention & recall of
content
Easy to go viral
In line with
brand mission
Increase in
learner
knowledge on
skin issues
Immersive
learning
simulations
18. 18
What are the benefits of gamification you ask ;-) ?
Promote
products
interactively
Non intrusive
way to
monetize
relationship
Engage
consumers
(then they tend to buy
more)
Creates
traffic to
website
Long-term
relationship
+
engagement
Positive word
of mouth
Increased brand
recognition &
knowledge
Brand
differenciation
19. 19
USP: effective formula (thermal water)
Recommended by 25 000 dermatologists
worldwide
Proven efficiency
Gamification
Development of a « connected » customer
base
Rise of health concerns among young
consumers
Lack of competitivness among young
generation
Very limited online sales
Fierce competition in the dermocosmetics
sector
S W
O
T
20. 20
Main take-aways
Correct use of
gamification
Capture
audience
imagination &
intention
Campaign in
line with brand
mission
Young
consumers are
super
connected
LRP needs
to be where
they are
Everyone at one point in their life or another has played some sort of game. Whether it's tag as a youngster on the playground, kicking a ball around with a group of friends trying to score a goal, playing a video game on your smartphone, or playing a board game. Games are part of every culture, and a shared human experience. What gamification allows us to do is take the elements from games and integrate them into instruction. This integration provides opportunities for rich engagement, motivated learners, and making learning not only tolerable but actually fun.
Learners who are having fun and who are engaged in the learning process will have better retention and recall of content, than learners who are made to suffer through boring, static instruction.
By using common game elements like story, feedback and mystery, you can create an engaging gamified learning event that will capture your learners' imagination and attention. And help them to retain and apply the lessons you're teaching.
Ranking: Compete with other players
Most of gamification experiencesuse rankings.
Rewards according to the level of expertise of gamers
It needs to be fairly straightforward to get it. You can’t make it complicated.”
Tags
. Promote your products interactively: The users become more aware of your brand and products. 2. Monetize the relationship with the customer Users play a proactive role in a fun, non-intrusive experience. This experience ends up incentivizing an intrinsic motivation thanks to badges and rewards. 3. Increase your sales Gamification succeeds in seducing consumers towards sales: an engaged customer will buy more. 4. Attract traffic to the website Users will access your platforms and talk about the brand or share it with their friends. 5. Build a long-term relationship The gamification strategy increases users’ level of engagement, since it offers prizes and rewards and also creates a lasting link of interaction between your brand and the user. 6. Reach a positive word of mouth With gamification, brands reach a positive word of mouth. A satisfied customer will talk about your brand for free, and will influence his closest groups. 7. Get entertained and engaged customers With gamification users are entertained, but the most important is that they establish links with the brand, which makes the engagement process easier. 8. Have a popular brand The brand’s recognition and knowledge increases thanks to the combination of game mechanics and elements proper to social networks. 9. Differentiate your business Thanks to gamification, you boost your brand's value, since you offer a new, interactive and creative environment. Gamification is a tendency that meets the desires of reward, achievement, self-improvement, incentivation and motivation that all of us need to discover what the brand is offering us.