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It’s been two weeks since the Experior project presentation of Branding and Communication at Ca’Foscari, an experience that involved 12 groups of students coming from all over Veneto, Italy and the world, the two professors Vescovi and Hu, and tutor Rizzo, as well as two companies that needed our help.

Around The World (that’s the name of our group) is a remind of our different nationalities, in particular Italy, Russia, Germany, France and Korea. Probably we would’ve never met without this opportunity Ca’Foscari University gave us. Too different cultures and languages to get together someone may say, but each one of us tried their best to handle the ‘quietly silent’ English of Sara, the ‘bossy’ Virginia, the ‘almost never’ present Eleonora (that helped from distance, though), the ‘picky’ Giulia, the ‘I’ve got a call’ Sophie and the ‘peaceful’ Katja.

We are all glad we have worked together, learning the meaning of being in a group, and see with our own eyes the problems a real firm faces. In our case, we had the opportunity to work for Thea, the CEO of Active Languages, a really nice and kind woman with a lot to give to the world. We would like to thank Ms. Gardellin for her patience and the touching speech she gave us at the end of the event. We hope she will get the best out of all the six groups and remember all our efforts when her business will be one of the most important in the sector!

We never imagined that the Experior project would be such a big event, and we kind of regret we didn’t do more than just a poster and a short report. We were newbie and this is what the tutor told us to do, but next time we will come more prepared, competitive and determined… watch out!

Good luck for the exam of tomorrow to all the brave ones!

Around The World

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CAN Pepsi rise after the fail?

How can Pepsi get back together after its commercial fail featuring Kendall Jenner?

Creatives Sai He and Will Hammack (both working at San Francisco DDB adv agency) have come up with a plan: #PepsiCAN. It is a play on words that combines the well known and loved Obama slogan “Yes, we can” with the actual Pepsi can, but with the intent to materially make a difference.

Their idea is aimed at diversifying the brand from those ones who claim to take strong positions, especially in social fields, but only end up in sharing generic messages. These, in fact, mainly focus on following a certain tendency rather than actually doing something concrete for the supported cause.

#PepsiCAN campaign would help the company to fight on the battlefield where it was “defeated” by the web and socials, through the change of its image: its logo. Inspired by the previous #SaiItWithPepsi campaign, where the brand had already edited its logo with emojis, the two creators chose four designs that represent nowadays burning topics (LGBTQ rights, the Black Lives Matter movement, women’s rights and the NoDAPL effort to stop the building of the Dakota Access Pipeline). For each logo, a colour represents its specific cause, while maintaining loyalty to the original logo.

Watch #PepsiCAN video here

Would Pepsi really be interested in understanding and accepting such project? Will it truly embrace such causes and listen to people who are fighting for them?

The project is certainly ambitious and also very interesting, as it would give the opportunity to a company known worldwide to approach the community and various groups of people, working with the new generations to create something good and, above all, concrete. If this became a shared movement by everyone, driven by collective action, it would surely push the brand towards the right direction.

By team Around The World

CHATBOTS: THE NEW FRONTIER OF DIGITAL MARKETING AND CUSTOMER CARE

 

We all know and are familiar with such tools as Siri, Cortana or Google Assistant. We have all asked them, at least once, to find a restaurant located nearby our position, a phone number or to report weather. But what not everybody may know is that these tools are what is called a chatbot.

So what is a chatbot?

The name comes from the conjunction of the words ‘chat’ and ‘bot’ (from ‘robot’) and it stands for a software program that uses messaging as the interface through which to carry out a number of tasks, establishing a one-to-one relationship with the user. It can be customized and adapted depending on the necessities of the company, to the target audience, the customer’s needs etc. Many say chatbots represent the future of the companies’ communication system with customers and people won’t do away with them.

Background

The first chatbot was introduced in 2015 by the social platform Telegram, followed by Skype, iMessage and WeChat, but it wasn’t until Mark Zuckerberg introduced this type of interaction platform on Facebook Messenger that this reality took over. With its 900 million users, Messenger is one the main messaging tool and its bots are rapidly increasing, overcoming the 33K quote.

Chatbots in the marketing management

Chatbots are an inexpensive alternative for companies to provide customer service 24/7, with no need of subscription or login by clients, who can easily access these services from the Facebook page of a brand. Messaging lies at the heart of chatbots making them particularly well suited for mobile. Their wide-reaching technology and the increasingly engaging conversations allow businesses to engage with more consumers. These kind of tools, in fact, are able to collect more information: the informal language allow users to converse with chatbots as they would do with a friend making them much more willing to respond to questions such as “Where do you live?”, “What music do you like?”, “Where is your dream destination ? “. Moreover, thanks to the high levels of customization, the conversation is always different and personal, allowing the company  to build brand awareness as well as loyalty with the customer and to strengthen relations with them. Among the various tasks it can carry, a chatbot is able to:

  • schedule a meeting
  • answer user questions with respect to a particular service or product
  • provide assistance and support
  • boosting sales by directing consumers to the online shop
  • manage in a more fluent and quicker way the orders already taken in charge

According to Mindshareworld, the most frequent requests regard retail products (22%), hotel reservations (20%) and travel recommendations (18%), followed by drugs (12%) and fashion (9%) information. Therefore chatbots can act as influencers.

Who would use chatbots?

According to a research by the american company Retale, about 60% of interviewed Millenials uses regularly a chatbot and define themselves as early adopters. Among these, 67% would buy a product or service through this tool, 79%, however, would like to talk to a human being if required.

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36% of the 1000 smartphone users aged between 18 and 65 surveyed by Mindshareworld would like to receive special offers and coupons from a chatbot, and 14% of them would use it for online banking operations. Functionality and ease of operation are two important aspects of these platforms: 73% of users would not use twice a chatbot from the same company after a bad experience.

Wrapping things up

The chatbot ecosystem is already robust: according to a BI Intelligence survey over 10 thousand companies in 2016 have started to develop chatbots and in 2020 80% of brands will use these platforms. Gartner, instead, states that already by the end of this year, only 1/3 of the customer care services interactions will  necessarily require human assistance, while the remaining will be replaced by automated services that use artificial intelligence.

By Around The World (Giulia, Virginia, Ekaterina, Eleonora, Sara, Sophie)

«Who scored the goal? Hmm… Pizza!»

Consider you are a manager of a football club short in money: what would you do to get funds? A curious idea has recently come from Brazil. Xiko Melo, marketing responsible of Fluminense de Feira, a small Brazilian football team of second division, have found a unique way of getting more sponsorship and bring money into the club. He got creative: if not a single big sponsor is going to cover the expenses for the entire football season, various small sponsors can afford a match. And… this is the result.

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fluminense2

With numbers already used on the back of players’ t-shirts, the squad figures have been tweaked to mirror the price of certain goods in a local store. No longer merely number 10, star striker Fernando Sobral is now 10,98 – the cost of a special pizza deal.

These new shirts were not of much help for Fluminense de Feira to win their first brand new match, that miserably lost it 6-0 against Victoria de Bahia. We hope that loads of shampoos, sodas and pizzas have been sold after the game, though. Is a new era of advertising been started? Well, it surely made the football team famous and let people talk about it for a while…

 

By team Around The World (Virginia, Ekaterina, Eleonora, Giulia, Sara, Sophie)