For the BIMA Breakfast Briefing on 20 January 2015: WHAT WILL WEARABLE TECHNOLOGY BRING US? Ben Essen, Head of Planning and David Caygill, Creative Technology Director present the 5 rules of Participation Brands and lifestyle hacking. See examples for each one to inspire your brands adventure into wearable tech.

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Confidential © 2014
the agency view
@davidcaygill @benessen

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WE CAN DO
BETTER THAN
THIS

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In any given week less than
0.5% of facebook fans engage
with the brand they are fans of
Participation
Brands ≠

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‘Push’ ‘Pull’
brand behaviour

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Lifestyle
‘Participation’

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Brands
participating
in the flow of
and visibly
enhancing
people’s
lifestyles
Lifestyle
‘Participation’

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1. MATERIAL QUALITY
Distinctive, branded, visceral
experiences & telling details
at every encounter
(Beyond ‘Bland’ Consistency)
2. HABITUALITY
Creating new lifestyle
rituals or reframing them
from other categories
(Beyond Interaction)
3. Practical magic
Magical ease and control,
turning pain-points into
little moments of pleasure
and delightful discoveries
(Beyond Tech as Fad)
4. TRIBAL IDENTITY
Meaningful signs of belonging
and affiliation with groups of
others
in plural social identities
(Beyond Brand Image)
‘Lifestyle
Hacking’
5. social currency
Tap into social capitals
and implicit consensus (how
things are done these days)
by designing for the space
and moments between
(Beyond WOM)
♯participationrules

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Participation
Brands =
1. MATERIAL QUALITY
Distinctive, branded, visceral
experiences & telling details
at every encounter
(Beyond ‘Bland’ Consistency)

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VISCERAL VEWING
Foxtel get VIP sports subscribers closer
to the action with stimulating shirt

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beyond push notifications
Opportunity for brands to use
new devices for subtle cues

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FORM OVER FUNCTION US Fashion brand Opening Ceremony and
intel build a smart bracelet

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Participation
Brands =
2. HABITUALITY
Creating new lifestyle
rituals or reframing them
from other categories
(Beyond Interaction)

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WEARABLE WEIGHT LOSS
WeightWatchers app allows you to
import your data from activity trackers

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Shocking habits
Pavlok guarantees better habits in 5 days via
their app and electric shock punishments

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POSTURE PROMPTS
The Lumo Lift wearable vibrates when
your posture is not optimal.

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Participation
Brands =
3. Practical magic
Magical ease and control,
turning pain-points into
little moments of pleasure
and delightful discoveries
(Beyond Tech as Fad)

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INFORMATION WITH CONTEXT
Is Android Wear the ultimate
home for Google Now?

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PHYSICAL PINTREST
You get a subtle ping whenever you
pass a location you’ve pinned before

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AIRPORT UTILITY
Surfacing the key information
sensitive to time and location

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BMW CONCEPTS
See your vehicles vitals on your wrist

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690HP WATCH
Audi show off Prologue concept car with remote
piloting at CES

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BIOMETRIC PAYMENTS
Nymi and Mastercard team up to pilot a safer
version of contactless payment

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Participation
brands =
4. TRIBAL IDENTITY
Meaningful signs of belonging
and affiliation with groups of
others in plural social identities
(Beyond Brand Image)

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DIESEL + SAMSUNG NY Fashion week 2014 gave us leather banded
studded wearables

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VB INTRODUCE A VERY AUSTRALIAN SMARTWATCH
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TRIBAL DATA Aussie beer brand VB create limited run of
watches which track cricket scores

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nike adds the community Challenge mates to a race and
see progress

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Enhance passion points Rip Curl acts like a
category leader

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5. social currency
Tap into social capitals
and implicit consensus (how
things are done these days)
by designing for the space
and moments between
(Beyond WOM)
Participation
brands =

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SMART SHOES This prototype accessory will call Uber just by
clicking your heals

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SMART underwear Durex prototypes tool for long-
distance lovers

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DATA DRIVEN ART Porsche dramatise the experience of driving
using TRAQs enterprise sensor shirt.

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think beyond the functional

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‘Qual’ ‘Quant’
brand behaviour

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HUMAN DATA
WEARABLES

38. “For me, the real value in this whole project
hasn’t necessarily come from the data at all, but
from the process of getting outdoors, exploring,
and then reflecting on my experiences through
documentation.”

40. “a computer is a
bicycle for the
mind” Steve Jobs

41. “a computer is a
bicycle for the
mind” Steve Jobs
“What man lay on his back
looking at the stars
and thought about a number?”

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Confidential © 2014
THANKS
@davidcaygill @benessen