The Importance of Play
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Consumers are shaping the way we shop like never before with their desire to explore, learn, experiment and communicate, pushing brands to connect with some of the most vital elements of human nature. Explore the power of brands that turn storytelling into 'story doing' giving customers the freedom to create their own experience alongside the brand. This increases interaction and reinforces trust and loyalty, turning the serious business of shopping into the serious business of play.
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The Importance of Play
- 2. storydoing vs storytelling shared experiences play as an experience who does it well? the commercial value of play your unique experience signature
- 3. storytelling
- 4. brands create experiences and communicate them to consumers storytelling
- 5. storydoing
- 6. brands invite consumers to create experiences together storydoing
- 8. yayoi kusama
- 11. yayoi kusama 460 window schemes 64 countries 7 special concept stores — selfridges’ yayoi kusama louis vuitton concept store repeatedly sold out of pieces from the collection
- 12. red bull red bull conveys its story through the creation of compelling experiences, all carefully crafted to “give you wings”
- 13. philosophy: don’t rent space at other people’s events — create (and own) your own experiences red bull
- 14. — a natural outgrowth of the company’s strategy: personal interactions, athlete sponsorship, event participation red bull
- 15. red bull 80 tv stations 50 countries 280 digital partners 52 million views — the most-watched live stream in history
- 16. red bull In the six months immediately following stratos, sales rose 7% to $1.6 billion in the U.S.
- 18. intellectual aspirational playful sensory social physical emotional behavioural shared experiences
- 23. play has commercial value to businesses and brands to sell products and services
- 28. coca cola hello happiness play happiness
- 30. play creativity bmw + guggenheim the lab
- 32. play innovation box park dubai revolutionary retail
- 33. play innovation pirch how to live, not what to buy
- 34. play learning metro trains melbourne dumb ways to die
- 35. play learning asian paints colour confidence
- 36. play commercial value to your business story doing
- 37. some of the most successful businesses we know today adopted the concept of play more than a century ago
- 38. the theatre of retail mr harry gordon selfridge 1909
- 39. selfridges 1909
- 40. selfridges today
- 41. selfridges is not just about playful experiences
- 44. we create what we call your unique ‘experience signature’
- 45. we believe if your brand is your essence...
- 46. then your experience signature is your presence.
- 47. what is your experience signature?
- 48. thank you what is your experience signature? @FITCHdesign