play, interpret together, play again and create a win-win-win

Part 1

6 weeks // 100 ‘cool’ youngsters // 15 ‘hot’ cities

Market it to them...

Make it CRUSH

... an experience

Gamification

WIN #1

Engage

Inspire

Activate

game

Positive disruptionWIN #2

Celebrating victory?

8,6

Celebrating victory?

8,6/14

3 winners

Part 1

Researchers Gen Y crowd

Number of insights

Number of unique insights

The rules of the game:

Post #1

Dunkin’ donuts makes me

happy, And not because of the doughnuts (which in fact, I do not enjoy).  What makes me happy about this brand is the coffee!  Although the coffee isn't the best in the world by any stretch of the imagination, there's nothing quite as comforting as seeing that bright sign while traveling down the road in the morning.  It's good for a pick me up at any time of day.  

Happiness

Researchers Gen Y crowd

Dunkin’ Donuts makes Jenny HAPPY because it’s an easy to recognize place, available

whenever, wherever. Out of experience, and good memories, she knows what to expect: a

home feeling, relaxing moments, a vibrant place with known and unknown people. It’s a

place to reload the batteries, although the donuts and the coffee are not that special.

Researchers Gen Y crowd

Dunkin’ Donuts makes Jenny HAPPY because it’s an easy to recognize place, available

whenever, wherever. Out of experience, and good memories, she knows what to expect: a

home feeling, relaxing moments, a vibrant place with known and unknown people. It’s a

place to reload the batteries, although the donuts and the coffee are not that special.

Post #2

Unique- A mirror that one of my best friends made me for my 21st Birthday! Her husband constructed the mirror and then she painted, decorated it with the tiles and my name! A treasured present from a gifted artist!

Uniqueness

Researchers Gen Y crowd

For Alice, a gift is UNIQUE when it is personalized (in this example, with her name), when the giver, with whom she has a close personal relationship, has treated it using her own creative skills, when both gifters have created it, and because it complements a unique moment in her life; her 21st birthday.

Researchers Gen Y crowd

For Alice, a gift is UNIQUE when it is personalized (in this example, with her name), when the giver, with whom she has a close personal relationship, has treated it using her own creative skills, when both gifters have created it, and because it complements a unique moment in her life; her 21st birthday.

Post #3

There's one brand I find

authentic : LUSH Cosmetics. It is the only brand that really cares (for our health and for the environment) and stays real. I like the fact they use natural and organic ingredients, I like the event they organize and I like the spirit of the brand (the products' names, the pictures of the products' creators, ...). I discovered Lush 5 years ago when I was in London and then found out there were Lush shops in Paris (when I moved in Paris). 

Realness

Researchers Gen Y crowd

Aude sees Lush as an AUTHENTIC soap boutique, because their products are both good for your health and the environment, fitting our current way of natural living. Their handmade products look very real and raw. All of this without being boring: it’s more than just green, it’s also fun in different ways.

Researchers Gen Y crowd

Aude sees Lush as an AUTHENTIC soap boutique, because their products are both good for your health and the environment, fitting our current way of natural living. Their handmade products look very real and raw. All of this without being boring: it’s more than just green, it’s also fun in different ways.

Who is best at generating insights?

Researchers Gen Y crowd

16 25

6 15

Number of insights

Number of unique insights

WIN #3

Researchers

Gen Y crowd

Gamification

game

cards

ACT!