invisible technology: jack @ cannes 2014

THE BRAND EXPERIENCE APPROACH

INVISIBLE TECHNOLOGY + THE CREATIVE OPPORTUNITY

"ANY SUFFICIENTLY ADVANCED TECHNOLOGY,

IS INDISTINGUISHABLE FROM MAGIC.”

ARTHUR C. CLARKE

WE’VE ALL COME ACROSS RAGE-INDUCING TECHNOLOGY

HEALTHCARE.GOV

WE’VE ALSO ALL HAD EXPERIENCES OF TECHNOLOGY

THAT ARE VERY DIFFERENT— WHERE THE TECHNOLOGY WORKS

SO SEAMLESSLY WE DON’T EVEN KNOW IT’S THERE.

ZIPCAR ARE THEY A TECHNOLOGY COMPANY? OR A CONSUMER COMPANY?

Zipcar

TECHNOLOGY WOULD BE CRITICAL TO ITS SUCCESS, BUT CUSTOMERS WOULD ONLY NOTICE THE TECHNOLOGY IF IT FAILED. IF IT WORKED, THEY WOULD JUST SEE “A GREAT EXPERIENCE.”

FROM GOOGLE TO UBER, YOU DON’T SEE THE TECHNOLOGY. YOU DON’T UNDERSTAND THE ALGORITHMS.

YOU DON’T HAVE TO. YOU JUST FEEL HAPPY THAT IT’S SOLVED A PROBLEM AND MADE YOUR LIFE BETTER.

THE AVERAGE MILLENNIAL CONSUMER SWITCHES SCREENS

27 TIMES PER HOUR.

GREAT EXPECTATIONS

THE BRAND EXPERIENCE

APPROACH

WE LOVE THE TECHNOLOGY WE DON’T EVEN KNOW WE’RE USING.

IT’S ALL ABOUT THE EXPERIENCE “[Those who use technology] to solve basic human problems with greater speed and simplicity than those who came before— will profit immensely. Those who lose sight of basic human needs and try to come up with the next big idea… will have problems.” EV WILLIAMS

BRAND EXPERIENCE PRINCIPLES

INVITE PARTICIPATION

USER-FIRST DESIGN DELIGHTFULLY

USEFUL INFECTIOUSLY

SHAREABLE BUILDS COMMUNITY

INVISIBLE TECHNOLOGIES WE LOVE (AND WHY)

7

1.  TOUCH SURFACES 2.  SECOND SCREEN 3.  DATA 4.  CLOUD CITY

(NO NOT WITH LANDO)

5.  CONTACTLESS CONNECTION

6.  ENHANCED REALITY

7.  MAKER CULTURE + COMMUNITY

TOUCH SURFACES BRING US ONE STEP CLOSER TO CONTENT

1

UBI

BECK’S

HERTZ 24/7

SECOND SCREENS: TAPPING INTO A NATURAL BEHAVIOR

2

SAMSUNG

COTTON 24 HOUR RUNWAY SHOW

SWEEPER APP

BIG DATA: ANALYZING TODAY FOR BETTER EXPERIENCES TOMORROW

3

BRITISH AIRWAYS

GOOGLE MAP GALLERY

PRISM SKYLABS

NEXT GEN CLOUD SERVICES: CREATING A COMMUNITY

4

CAROUSEL

DROPCAM

THUNDERCLAP

CONTACTLESS CONNECTION: NEW POSSIBILITIES INSTANTLY

5

“It is not that wearables are shaping new trends, but that new trends are shaping

wearables. New devices will be expected to learn when consumers don’t want to look at

their phones”

WILL SEYMOUR FUTURE FOUNDATION

ESTIMOTE

FIREFLY

DISNEY

ENHANCED REALITY: TAKING EXPERIENCES TO THE NEXT LEVEL

6

PEPSI

SHIRE

MAKER CULTURE: HARNESSING THE BEST + BRIGHTEST AND LATEST + GREATEST

7

MINK MAKEUP

TWO BIT CIRCUS

JACK LABS

FUTURE OF INVISIBLE TECHNOLOGY + AGENCIES

IF THE BEST TECHNOLOGY IS THE

ONE YOU NEVER SEE, WHAT DOES THIS

MEAN FOR DIGITAL AGENCIES?

Is is the agency of tomorrow the human agency ?

FUTURE OF TECHNOLOGY Is Invisible. Seamless. Incredibly intentional. Creatively exciting.

LIZ BIGHAM EVP, BRAND MARKETING

212-401-7212 Liz_bigham@jackmorton.com

@jackmorton

THANK YOU!