betekenisvol ontwerpen in de stad: betekenisvolle merkervaringen

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Meaningful Advertising:

Pervasive Advertising

in the Experience Economy

Peter van Waart, Rotterdam University of Applied Sciences

Ingrid Mulder, TU Delft

Workshop Betekenisvol Ontwerpen in de Stad

Rotterdam, 13 november 2009

no escape from advertising?

nobody wants to escape from

meaningful advertising!

meaningful advertising?

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experience

human values

meaning

brands,

advertising

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

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gonzalovalenzuela@flickr.com

Experience

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

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Experience = Erlebnis

Meaningful Experience = Erfahrung

What is Experience?

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

The Experience Economy

Pine & Gilmore, The Experience Economy, 2000.Illustration: niculina@flickr.com

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Experience duration

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.illustration: Anita Wheeler, Designing Brand Identity, 2006.

The experience of a hotel stay is more than just sleeping at night. Also the phases before and after are part of the experience.

During the experience, you interact with the product, service or brand through touchpoints.

What you will remember is your emotional experience.

Shedroff et.al., Making Meaning, 2006.

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

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Human values

electron@flickr.com

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Human values drive behaviour (lifestyle)

Lifestyles – Play a crucial role in people’s

daily life. – People present themselves in

social interactions through consumption of specific products (fashion, music, furniture, etc.).

– Members of the same lifestle group share preferences, norms and values.

Bourdieu, Distinction, 1984.

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Mentality® Motivaction

Value-based segmentation in brand strategy

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Find your soulmate through matching brans

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

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Meaning

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

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• Human beings act toward things on the basis of the meanings that the things have for them

• These meanings are a product of social interaction in society. • These meanings are modified through a process of interpretation, which

each individual deploys when dealing with the things that s/he encounters.

George H. Mead.

Mind, Self and Society (1934).

The Philosophy of the Act (1938).

Meaning is in the mind of the beholder

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Meaningful when adapted to human values

P. Desmet. Model of product emotions. 2002. TU Delft.

NeedsGoalsMotivesHuman values

ProductsAgents (organisations, groups, brands)Events

appraisal: non-intellectual, automatic evaluation of the significance of a stimulus for one’s personal well-being

‘the felt tendency toward anything intuitively appraised as good (benificial) or away from anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) meaningful

Meaningful brands,

meaningful advertising

Collected by Martien Heijmink

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

buy adds

sell moreproducts

make profit

TV industrial complex

Advertising in the era of TV

distributeproducts

S. Godin. Purple Cow. 2005.

persuasive

advertising

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Advertising in the era of Experience Economy

meaningful

advertising

humanvalues brands

meaning

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Remember…meaning is in the mind of the beholder

•We cannot design an experience, but we can design for an experience

•Experiences evolve from the interaction between current stimuli and personal history and set of values

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Meaningful pervasive systems

Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time

Carroll, J.M. & Mentis, in: Schifferstein et al., 2008

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Orchestrating touchpoint interactions

Powerful media constitute experiences

by addressing people’s:

•intellect

•emotions

•physical experiences

Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008.

Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Orchestrating touchpoint interactions

intellect(human values)

physical experience

emotions

Powerful media constitute experiences

by addressing people’s:

•intellect

•emotions

•physical experiences

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Example: intellectual interaction

Being creative, distinct from masses

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Example: emotional interactionGust bowlMaarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.

Mothers and sons emotional connection

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Example: physical interactionGestural interfaces empowering brand experienceLemmy-Boy Hoogendoorn, graduation project at IN10, 2009

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

Nike+ and iPod as meaningful brand technology

Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.

• be of meaning for people with your brand

• orchestrate touchpoints for

interaction with and between people

• let touchpoints address people at an intellectual, emotional and physical level

Meaningful advertising

The end

and the beginning of

meaningful advertising!