Experior Project? Done ✔

ApeExperior2017

Only 3 days left and the Ca’ Branders want to wish you all good luck!

After 10 weeks of happy, crazy, sad, exciting or tense moments, we reached the end of this beautiful experience. The Experior Project has been a mean to apply and implement our knowledge into a real case, with all the problems that arise during the journey.

It’s not a secret that working in team may be difficult, since each one of us is different, but how much is thrilling to see your own project taking shape? We challenged ourselves day per day in order to reach together an original and satisfying solution. This has been the perfect opportunity to learn not only from the mere theory on books but from real company problems.

Thank you all for this memorable experience, we will remember it for a very long time.

Leonardo, Jessica, Charlotte, Viviana, Giada

EXPERIOR Final presentation – 5 May 2PM

experior

The final presentation of 2016/17 Experior project will be on Friday 5 May at 2PM at the Department of Management of Ca’ Foscari University of Venice.

After 10 week-work on branding and communication strategies, 12 groups of students will present their final proposals to the firms Fish & Friends and Active Languages, just like in an advertising pitch.

Come to find out more about the project!

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

Pepsi “Live for now” – an example of ineffective adv campaign

Today we discussed the campaign “PEPSI – LIVE FOR NOW”, an example of ineffective and controversial adv campaign.

  • Air-time: 4 April 2017
  • Idea platform: The campaign suggests that the power of Pepsi will mend opposing sides and create peace
  • Controversy: Backlash all over US, accused of trivializing Black Lives Matter movement
  • Effects: Pepsi had to cancel the campaign and apologize to the public and also Kendall Jenner testimonal
  • TAKEAWAY LESSONS:
    1.SOCIAL MOVEMENTS: Share their values, do not try to sell yours
    2.TARGET AUDIENCE: know your target market and include them in the conversation

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.

retale_chatbot_survey_chart_06

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)

Humor and Advertising

IdealPesca adv2

Have you already decided what to do tonight? We would like to make a suggestion (even if it is not Valentine’s Day)!

When created and executed properly, humor in advertising improves customer’s attention and awareness in regard to a product. However, it can be very difficult to pull off.

This advertising made by IdealPesca shows how humor can be used to sell products even in the fish industry.

Save the date: 20 April – Lecture on Media and Digital Strategy and Planning in Advertising

experior guest speaker

Next week on April 20 (12:15-13:45 3B classroom), there will be the lecture by Matilde Orfino, Online Campaign Manager at Axa Italy:

Media and Digital Strategy and Planning in Advertising

Matilde has worked in the media field for leading media companies such as Mediacom and GroupM (WPP Group) since 2009. Later, she specialized in the digital field at Weborama, a Data Management Platform supplier. In 2015, she joined AXA Italy in Milan to manage their digital communications campaigns.

For more information, check the news on Ca’ Foscari University’s page.

A Love Story – Chipotle

This week, we watched a very successful advertising campaign launched last year by Chipotle, based on the creative execution of animation.

  • Advertising agency: CAA Marketing Los Angeles
  • More than 10 million viewers on Youtube
  • Dedicated website with game
    https://www.alovestorygame.com/
  • Buy One Get One promotion: The aim is to underline Chipotle’s commitment to fresh ingredients.

Will it be awarded the Cannes Grand Prix this year?

How Delta’s Focus on Customer Experience Turned a Bankrupt Airline Into a Powerhouse Brand

Dear all,

today we’ve found the interesting case of Delta, Eleven years after filing for bankruptcy in 2005, Delta recorded record profits in 2016 while receiving kudos from inside and outside the industry, landing on lists for customer affinity and best places to work.

How they are able to do this?

Here’s how Delta built a powerhouse brand, and how its Atlanta roots have contributed to its success:

 

  • Sharing the love

    Throughout its history, Delta has followed the adage that “happy employees equal happier customers.”

  • Southern hospitality

    “There’s no doubt that being Southern brings this airline an aura of hospitality,”

  • Experience counts

    Improve the customer experience. Since it acquired Northwest Airlines in 2008, Delta has been on a mission to reinvent air travel, upgrading the in-flight experience with better food, craft beer and more movies on flights. In February, it introduced free in-flight meals in 10 domestic markets as part of its investment in improving the onboard experience.

“The challenge is to make every customer feel like one in 180 million versus one of 180 million.”


Here the full article.

Alfa Experior