absolut labs - cannes lions innovation presentation 2016

DESIGNING AN EFFECTIVE MARKETING INNOVATION LAB

OR...

HOW TO MOVE FAST AND INVENT THE FUTURE

HOW DO WE MAKE BRAVE DECISIONS WITHOUT JEOPARDIZING THE

COMMERCIAL CYCLE?

THE INSIGHT

BREAKTHROUGH INNOVATION CAN’T HAPPEN WITHIN ORGANIZATIONS THAT ARE DESIGNED TO RUN EFFICIENT FIXED STRUCTURES & PROCESS’.

TECHNOLOGY IS MASSIVELY DISRUPTING CONVENTIONAL MARKETING & ADVERTISING

200 MILLION USERS ARE ALREADY USING AD-BLOCKING SOFTWARE GLOBALLY.

https://app.optimal.com/?utm_source=Triggermail&utm_medium=email&utm_campaign=Post%20Blast%20%28bii-digital-media%29:%20US%20ad-block%20usage%20expected%20to%20more%20than%20double%20by%202020&utm_term=BII%20DMedia%20Content%20ONLY#/marketing/survey

CHANGE IS CHALLENGING

ONLY 2% OF BUSINESS LEADERS FEEL PREPARED FOR CHANGE

ONLY 29% FEEL ABLE TO CAPITALIZE ON THE OPPORTUNITIES CHANGE OFFERS

JUST 18% DESCRIBE THEMSELVES AS SUCCESSFUL IN MANAGING CHANGE

http://www.economistgroup.com/marketingunbound/the-next-big-thing/maxus-business-leaders-change-survey/

WE HAD TO CREATE A SPACE THAT GAVE US:

PERMISSION TO EXPERIMENT, TO LOOK TO THE FUTURE OF OUR BRAND, AND HARNESS NEW

TECHNOLOGY OPPORTUNITIES TO DRIVE CHANGE.

UNDERSTANDING THREE KEY FACTORS

1. YOUR ORGANIZATION2. TECHNOLOGY

3. CHANGE

BE PURPOSE DRIVEN:WHY DO WE EXIST AS A COMPANY AND WHAT PROBLEMS ARE WE TRYING TO SOLVE IN PEOPLE’S LIVES?

WE BELIEVE IN MAKING THE WORLD A MORE OPEN-MINDED PLACE, ONE ABSOLUT NIGHT AT A TIME.

LOOK INWARD:HOW ARE YOU GOING TO CONTRIBUTE TO INVENT THE FUTURE OF YOUR BUSINESS?

ELEVATING THE VALUES OF INNOVATION WITHIN OUR ORGANIZATIONAL CULTURE, AND DEVELOPING TRULY NEW IDEAS.

LOOK OUTWARD:HOW ARE YOU GOING TO CONTRIBUTE TO MORE EFFECTIVELY COMMUNICATE WITH CONSUMERS?

TO UNLEASH NEW TECHNOLOGIES AND OPPORTUNITIES THAT INSPIRE GREATER SOCIAL CONNECTION AMONGST OUR AUDIENCE.

DISRUPTIVE INNOVATION

SUSTAINABLEINNOVATION

ITERATIVE INNOVATION

NOW NEW NEXT

AVERAGE LARGE ORGANIZATION

DISRUPTIVE INNOVATION

SUSTAINABLEINNOVATION

ITERATIVE INNOVATION

NOW NEW NEXT

AVERAGE LARGE ORGANIZATION

Art(Historical

Thread)

Music(Contemporary

Thread

Technology(FutureThread)

Nightlife

Exploring products, utilities, and experiences related to art, music, and tech that can influence the shape of nightlife.

Access the report here.

Pre-Gaming In the moment(On Premise)

NightclubBar

In the Moment(Off Premise)

House Party

The Memories

Pivot Preserve

What Makes an Idea Worth Progressing?

The Insight:Less than 1% of people who want to go to

a major event actually get in.

The Idea:Taking Absolut Events & Experiences to Everyone.

Closed Beta TestDecember 2014

A Small Crowd

+Some

Basic Tech

+Editing &

Viewing Test

Open Beta TestJuly 2015

A Large Crowd

+A Sell Out Concert

+A Lot of Tech &

a Live 360° Broadcast

+5,000 Branded

Headset Giveaway

+600 Viewing

Parties Nationwide

A Global Electronic

Music Artist

The latest 360° VR

Tech

+An Immersive,

Interactive VR Film

+Headsets

designed by the artist

+Monetization

Strategy

+

+

Accelerate & ScaleJuly 2016

THINGS TO WATCH OUT FOR

DO I HAVE PERMISSION AND TIME TO EXPERIMENT & FAIL?

IE: ARE THE CEO & CMO BACKING THIS 100%?

WITHOUT THE ABILITY TO EXPERIMENT & FAIL YOU CAN’T LEARN AND DEVELOP TRULY NEW IDEAS

HOW DO WE MEASURE SUCCESS?

DON’T CONSTRAIN IDEAS BY APPLYING TRADITIONAL MARKETING MEASUREMENT METRICS.

APPLYING TRADITIONAL MEASURES WILL PRODUCE TRADITIONAL IDEAS

DO WE UNDERSTAND HOW TO WORK IN CREATIVE SPRINTS?

ARE WE SET UP TO WORK IN CREATIVE SPRINTS AND DEVELOP NEW IDEAS QUICKLY?

AND IF ANYONE HAS AN IDEA IN YOUR COMPANY IS IT TREATED WITH RESPECT, OR CAN ONLY CREATIVES HAVE IDEAS?

WHAT CAN A MARKETING INNOVATION LAB DO?

ENABLE YOUR ORGANIZATION TO THINK & ACT LIKE A STARTUP

INSPIRE AN INNOVATION CULTURE

IGNITE NEW WAYS OF WORKING AND SOLVING PROBLEMS

UNEARTH BREAKTHROUGH NEW IDEAS

SOLVE BIG PROBLEMS

“THE BEST WAY TO PREDICT THE FUTURE IS TO INVENT IT.” ALAN KAY

Chris Johns@thechrisjohns

Afdhel Aziz@afdhelaziz

Joao Rozario@joao_rozario