Cannes Lions: Connected Moments with Kiip & Campari America
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Kiip & Campari America teamed up to present on the Discovery Stage at Cannes Lions this year. Here's the presentation in all its glory.
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Cannes Lions: Connected Moments with Kiip & Campari America
- 1. Brian Wong, CEO & Founder Kiip Cannes Lions 2015 Engaging Consumers in “Connected Moments”
- 2. The Kiip Story Inventing a New Metric: Innovation Around Moments The Connected Generation And Why Moments Matter Case Study: Taking CSR And Making it “Connect” What’s Next in Moments 1 2 3 4 5
- 4. We innovated through gaming into everyday life.
- 5. We sought to power every moment on the planet. Rewarding moments across 3,500 apps Across 150 million devices globally monthly 35 million registered users Seeing 700+ million moments every month $25mm in VC Capital raised from Verizon, AmEx, True Ventures, Relay Ventures
- 6. Here’s a reward for Unlocking an Achievement
- 7. MomentsMoments Media Conversion CRM/Loyalty Data The moment was so much more.
- 8. It was about inventing a new permission.
- 9. We measured the emotional value of a moment.
- 10. © 2014 IPG Media Lab. Proprietary & Confidential Achievements generate positive feelings. The feels. 10 Valence -14 -9.5 -5 -0.5 4 Quarter Seconds of App Usage 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 Valence Measure During App Usage App Usage Moment of Achievement Reward Post-Moment Achievement Anticipation
- 11. MOTION HEART RATE SKIN PERSPIRATION TEMPERATURE PHYSIOLOGICAL / NEED-STATES = It soon dawned on us that connectivity was very powerful & had moments, too.
- 13. Always-on, low loyalty, high choice, on-demand. The “Connected” Generation.
- 14. A bit of new, a bit of old.
- 15. The Notification Economy TAPPING INTO CONNECTIVITY
- 16. moment moment moment transaction transaction transaction moment moment moment moment moment moment Letting the connected generation live their lives. Rewards don’t define behavior, behavior should define rewards.
- 17. Exclusively Mobile Customer Journeys.
- 18. Not another screen: a new moments source.
- 19. CONNECTED MOMENTS OUT OF GAS INCREASED HEART RATE HIT CALORIE INTAKE GOAL SLEPT 8 HOURS EXERCISED 30 MINUTESSICK FRIDGE EMPTYVACUUMED TWICE IDLE AT DESK FOR 30 MINUTESRUNNING IN THE RAIN READ 10 PAGES LOWER ENERGY USAGE FOR HEAT MORE THAN 15 MINUTES FOR PARKING
- 21. Case: Campari & Kiip
- 22. Problem: CSR = Boring
- 23. Brunch Happy Hour Summer Friday Girls/Guys Night Out Increasingly Busy and Connected Consumer
- 24. Solution: Do Something About it, “in the Moment” Mindshare + m/SIX
- 26. ✓ Mixing drinks and cocktail recipes ✓ Setting your playlist for a night of fun ✓ In the grocery store before a night out ✓ You’re planning brunch ✓ Leveling up in your favorite drinking games ✓ Checking off your to-do list before the weekend ✓ You meet a potential new date ✓ Someone is looking into events or buying tickets Sample Moments…
- 27. Here’s a reward for Unlocking an Achievement
- 29. Taking it To the Next Level
- 32. Meanwhile, developers logged 2 BILLION moments with Kiip 2015 The Moments Graph
- 33. Product Moments Converted to Digital! Moments/ Interaction Audit! Moments Mix! Rewards/Content Mix! Feedback Mechanisms Established! Moments A/B! Find Your Moments OWNED (FIRST PARTY) CONNECTED MOMENTS APP MOMENTS