Zappit.co is a leading tech player in the promotional marketing industry, delivering insight led shopper marketing & customer care solutions through digital coupons and instant cashback.

Zappit’s digital-first proprietary tech stack underpins their Coupon, Cashback and Customer Care platforms helping Clients to attract NEW customers, GROW footfall, INCREASE rate of sale, REINFORCE loyalty and REPEAT custom.
The journey starts wherever a customer is able to click, scan or text and can drive sales in-store, online or into hospitality venues.

ZAPPIT activations are;

·        Brand-led and drive sales

·        Rich in 1st party data and insight

·       Built with proprietary technology to minimise fraud

·     100% digital, trackable and eco-friendly from start to finish

·        Accessible to everyone – no login, no app, no paper

·        Easy to redeem via your mobile phone

Clients include Unilever, P&G, Colgate, Fever Tree,  AB InBev, Arla, Costa Coffee, Mitchells & Butler

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Creative tech agency, Rehab, has launched Dad Skills, the new Google voice action providing help for new dads when they need it most.  The action offers novices a ‘quick advice’ experience via voice for when their hands are full.

Built by fried fathers at the agency, based on their insights, combined with wider interviews with stressed out first-time fathers, the function enables dads to ask their Google devices key questions, including tips on feeding and how to soothe babies into slumber.

Rehab’s qualitative research (conducted when working with numerous parenting brands) shows, unsurprisingly, parents are overloaded, but also mothers are better catered for by existing services – there’s an obvious gap in the market. Dad Skills provides 24/7, simple support to remove some of the pain points new dads experience when searching for all important guidance in the early, sleep-deprived days of fatherhood. Four areas are covered: nappy changing, sleep, feeding, and bath time.

Voice experiences provide qualitative data in real-time. There is no better way to understand an individual than to listen to them. A second, updated version, is planned to include a wider range of questions and step-by-step guides informed by insights collected from interactions with the first version.

To interact with the voice action, you need to simply say “Google, speak to Dad Skills”.

Rob Bennett, CEO of Rehab, says: “Becoming a dad is a baptism of fire. However prepared you think you are, you quickly realise there is a whole world you just don’t know. There is a limit to how many times you can soothe your baby in one arm and fat thumb google search new solutions on your phone in the other hand, (especially at 3 am when there’s no one else to ask.) Asking the other half while they’re resting just feels like a fail. So we created the first-stage of a hands-free, non-judgmental Google voice action for dads, by dads. It’s not medical advice, just tips and tricks that have worked for us. We will improve it as we go along based on our users’ feedback on what’s worked and what they’d like to hear.”

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Sian Baker, Managing Director of The Producers rounds up the ‘Let’s Talk about Tech baby’ breakfast event and shares industry expert’s thoughts on the future of tech in events and experiential.

Yesterday we hosted our second breakfast briefing on tech in events and experiential… and what a blast we had.

We wanted to explore the themes of good and bad tech, why we innovate, when we should and shouldn’t, how we use tech and what this means for us in the experiential industry.

How do we as an industry take advantage of the power of technology in marketing campaigns?

We kicked off with a cheeky little game of BEAT THE BOT hosted by the phenomenal Laura T, a trainer, author, TEDX speaker on “humanising the machine” and a fellow robot lover…

If you haven’t played BEAT THE BOT before…I promise it’s hours of fun….can you spot which of these images below is a puppy…..get the idea?

Jo Hudson, our Planning Director for The Producers and PrettyGreen group gave our keynote presentation – Let’s talk about Tech baby…

Taking our guests on a rollercoaster of insight as she shared the reasons why we innovate and apparently, we as Homo Sapiens only survived against the multiple other breeds of early-humans by innovating and developing the skills to skin animals and make weapons…Go us!

She talked about the use of tech, how to do this well, the traps brands commonly fall into, and how we have to keep an eye on the 90% and not just focus on the 1%.

She summed up with her five point handy check list….cue frantic note taking from all our guests.

Jo handed over to our fabulous five panellists for a lively discussion on the good and bad of tech, how they and their organisations are using tech to elevate and create new and exciting experiences that reach well beyond the 1%.

We have distilled all of this sensational chat into five nuggets of brilliance from each speaker:

Yasmin Arrigo – Digital Director for Campaign UK & US

• You need to get the experience right for the ‘1’ to have any chance of reaching the ‘90’.
• Don’t hide experiences away and then try and force people out of the main area to go and visit something
• Strange examples are often remembered, unsure whether that’s a good thing (pixel 3/ childish Gambino at Coachella)
• Tech has the ability to transport and enhance. Think of what Samsung has being doing at festivals whereby you can enter a Cube and be transported onstage next to the person you’ve been watching
• Regions and other markets are interesting but more interesting are sectors. The entertainment sector is really exciting, think Drake at O2 or O3 as it was renamed. The fusion of tech, entertainment and film is exciting.

Gareth Lush – Brand and Influencer Events Manager at Sony Interactive Entertainment UK

• Don’t assume a level of knowledge. We’ve learnt with Virtual Reality (VR) experiences that we need to qualify people’s knowledge before starting the experience to give them the most tailored event
• VR needs a much bigger space and therefore less people are able to have an experience, but the immersion is therefore key and happens incredibly quickly
• Accessible controllers for people with disabilities are now allowing anyone to play, which is really exciting and a great industry development
• At festivals it’s about adding value to the experience e.g. fast charge of phones. We also need to  be asking people what they want or need (whilst also remembering sometimes people don’t know what they want!)
• Tech in experiential is not going to slow down,  it’s only enhancing. It’s about getting the most out of life

Emily Koppit – Client Services @ The Producers

• Technology should be used to enhance an experience. It has the capacity to make an experience deeper and more engaging
• Don’t use technology just because it’s there – use tech for the right audience and for the right experience
• It’s not about dehumanising the experience, it’s about enhancing it for people
• Technology can be used to spark conversations and enhance an experience
• Sometimes we’re overwhelmed by technology and what we actually need is simple human connections

Nicola Morgan-Hulme – Senior Manager of Brand Relations at LEGO

• For LEGO it’s about children’s play, children’s development, the Brick, the importance of creativity and bringing families together
• Play is a universal language, and it can be physical and virtual – learning through play and children stay at the core of our inspiration
• Knowing what your brand is, and keeping it at the heart, is key to building experiences. How is it meant to make you feel?
• Understand what drives your audience and what will improve their lives
• Markets aren’t necessarily at different levels of development, but how they engage their audiences and interact are different. No matter where the experience is, make sure other markets are aware of it

Miriam Franks – Head of Global PR for W3W

• 75% of the world’s addresses are poorly labelled and even the 25% correctly labelled are difficult to find
• They have split world into 57 trillion 3m x 3m three word locations and the challenge is to change global behaviour
• As a Tech start-up it’s important to understand who to target. They are targeting Ambitious Innovators; Investors, Clients, Staff
• When you have a global ambition, the challenge is qualifying it, when people ask “so who are you working with” you can’t just say “no one you know”… but soon it will be everyone
• The police are working using their tools. If you make a distressed call and need to tell them where you are, it’s obviously difficult. The police SMS you a link and you click on the link and it will tell you the three word location and they can despatch a car
• In a world of Deliveroo and Netflix, W3W encourages people to get out and explore / leave house and be mobile opening up doors to experiential and events. Where is the ///party.party.party

Well there you have it, all caught up with some of the industry’s most exciting brands, marketers and industry commentators. So next time you’re thinking about putting on that event, experience or looking to engage your audience in a different and stand out way, start with a great insight and idea and ensure the tech follows that.

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A new augmented reality wall mural has been unveiled in Shoreditch, London to promote the launch of BIG BAD…, the new album from British rap artist, Giggs. By downloading an app via a QR code at the wall, fans can point their device at the wall and watch the hand-painted mural come to life with a scene based on the album launch video.

Located at London’s first dedicated augmented reality wall mural site, the installation has been provided by Gate Reality, an end-to-end augmented and virtual reality experiences production house, and AllOver, an experiential advertising agency focusing on handmade artisan OOH.

They were appointed by Island Records, a British record label owned by Universal Music Group and whose artists include, among others, Giggs, Dizzee Rascal, Ariana Grande and Mumford & Sons, to provide a unique experience promoting the BIG BAD… album release and to engage fans in an exciting and genuine way.

Akosua Scantlebury, Urban Division Manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and ALLOVER, I think it is safe to say we achieved that.”

The experience works by using augmented reality image tracking where the app is programmed to recognise the wall as the specific target. This target is then used as a trigger to launch the experience and to map the augmented objects to the specific real-life environment.

Gate Reality used green screen footage of Giggs from his album release video to create his giant form dominating the London skyline, along with 3D models of helicopters and tanks. Both the mural and footage were carefully designed and manipulated to make it appear as though Giggs is moving within the scene.

Ed Morris, Co-Founder & Director at Gate Reality, said: “Giggs has become recognised as one of the most vital and exciting artists around – his two previous albums reached #2 on the UK album charts and he’s collaborated with the likes of Drake, Ed Sheeran and Mark Ronson – and so we were delighted to be a part of this project. BIG BAD… is a very visual album and so this augmented reality mural is the perfect way for Giggs to engage his fanbase.

“By combining street art with mobile AR technology, we can give our clients and brands a platform to tell more engaging and shareable stories across physical and digital mediums, elevating the potential reach of localised out-of-home advertising. We look forward to using this site to bring more brands to life through this compelling medium.”

The augmented reality wall mural is located at 28 Redchurch Street, London.

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Katy Brown, Associate Planning Director at Haygarth Group, considers whether the rise of automated technologies last year has really changed the way we shop. 

Automated technologies have been a hot topic inside the marketing bubble for some time, but many predicted that 2018 would be the year they reached their potential – with both retailers and consumers.

Let’s reflect on three predictions, and what the year behind us says about the year ahead.

The UK was certainly armed with the tech needed to make 2018 the year that marketers got to grips with Voice, according to Marketing Week – with huge Christmas 2017 sales theoretically changing the way consumers completed any number of online tasks overnight.

But did this really change the way that we shop? Depends who you talk to. Google claims that 44% of users buy through their voice device every month, but third party estimates for Alexa commerce range from 16% down to a tiny 2%. It seems that despite the wealth of “skills” that brands can now teach Alexa, the usage reality is more mundane: music, weather, and boiling an egg.

Recent years saw social networks unlock APIs to give brands greater powers within their messaging platforms, and so we anticipated a proliferation of chatbots this year. But after the immediate launch of some sexy but gimmicky ones, has their use really passed in to the mainstream and everyday?

Research by AI specialists Ubisoft shows that three quarters of UK consumers have yet to interact with one. Of the one in four who have, nearly half find them “annoying”, whilst three quarters find them impersonal. The most motivating factor for interacting with a chatbot is to get a fast answer – so when the shopper has time for a richer interaction, they’re not yet top choice.

Automated retail formats grabbed headlines, with Amazon announcing it would be bringing its Go format to London, and Sainsbury’s and Co-op also claiming to be developing new, seamless formats.

WHAT IT ALL MEANS

Whilst these innovations make for a smoother experience, they only affect one part of the purchase journey: transaction>exit. This is nothing new – self checkout and scan-and-go have been around for some time, and have successfully demonstrated to retailers that they can trust (most) shoppers. The only thing that Amazon’s “Just Walk Out” model does differently is the way that they monitor baskets and payment.

Not all kinds of shopping can be reduced to simply the buying of stuff. In some categories, we welcome the opportunity to be entertained and educated during the process. At the moment, automated technology can only go so far to deliver this.

Trust and empathy

The argument against the inevitable ubiquity of automation comes down to two factors: trust and empathy. Over time we might build trust in automated services, but this can only happen through repeated, satisfactory encounters. What is missing from an interaction with a robot, although it might beat a human on speed and accuracy, is empathy – a trait which (currently) can’t be authentically embodied by an algorithm.

The uptake of voice shopping is a case in point: we need to spend a little more time with Alexa until we trust her to make brand choices for us, or chat to her about our tough day.

Investing in skills

We’re undoubtedly moving to a retail world where some human roles become less necessary, but with this comes a risk that automation will not just make consumers lazy but will cause a downskilling of the staff who do remain.

I was on my local high street last week and, on the spot, decided to buy a wireless keyboard as a Christmas gift. Eschewing my normal tech buying process (Google it > Prime it), I headed to the nearest with the intention of not only receiving the expert advice I needed, but walking out with the right product under my arm.

What actually happened, when I managed to attract the attention of a member of staff, was this:

Me: “I want to buy a wireless keyboard that’s compatible with my dad’s LG Smart TV. You sell both. What are my options?”

Assistant: “Nah – no, I dunno about compatibility. You’ll need to Google it.”

Needless to say, I left without making a purchase. This scathing review is based on one encounter, but does hoist a red flag for retailers.

Mastering the mix

It is essential that retailers don’t lose sight of those uniquely human skills of empathy and trust when blending staff and technology. For the meantime, there are still areas where humans trump robots – entertainment, advice, upselling, warmth, familiarity – and the retailers who will survive the high street’s tough times will be those who combine technology and skilled personal interaction to create a shopping experience that is both fulfilling as well as seamless.

Haygarth is an award-winning creative agency that create powerful brand and retail ideas that amaze and persuade people to buy.

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Tech brands are still Britain’s favourites, but latest findings from Sodexo Engage shows that Britons may be falling out of love with their gadgets.

The 2018 Brand Loyalty Index from Sodexo Engage has revealed that technology brands continue to dominate when it comes to customer loyalty and building those all-important relationships that promote future sales. Promotions and giveaways, alongside product experience, have been the main drivers in how loyal consumers are.

Maintaining their position from last year, Samsung and Apple take the top two spots in the Index, while Dyson and Sky TV also make it into the top 10 for the first time (5^th and 10^th respectively). Meanwhile, streaming service Netflix falls out of the top line-up altogether with rival Amazon also dropping 11 places to 17.

The research also highlights that the relationships technology brands share with customers are now showing signs of maturing. Sky TV (79%), Apple (78%), & O2 (70%) are all developing long track records with consumers. When it comes to loyalty, over half (51%) of Apple users and six in ten Dyson customers (58%), feel their loyalty is rewarded.

Rising numbers of consumers report having had a poor experience with some tech brands which is a particular concern in a sector where quality counts. In last year’s Index, more than half of those surveyed said they have never had a negative experience with these brands. Today only Samsung, which tops the Index, maintains that claim.

Chris Baldwin, Director of Consumer Promotions and Loyalty at Sodexo Engage said: “The rise in negative experiences when it comes to tech products is hardly a surprise – consumers use these brands all the time. With about a third of consumers on their Apple or Sky products every day (31% for each), there’s much higher chance for them to encounter problems which impacts their loyalty to the product.”

It’s perhaps a reflection of this that despite their high position in the Index, technology brands have seen the biggest drop when it comes to customer loyalty. Eight out of 10 of the tech brands in the Index have seen declines of 10% or more, followed closely by Samsung and Sony who saw a decline of 9%. More than half of customers also said they would be very likely to switch if another brand was offering a promotion, prize or freebie.

Chris Baldwin, continues: “With so much competition, maintaining a loyal stream of customers when it comes to a tech product is hard to achieve. These brands are often dependent on a continued cycle of quality items and services to keep their customers on board. In today’s world, loyalty is a tricky thing to hold onto, but promotions and giveaways are proven to be a major opportunity to keep consumers engaged with the product and help build a larger customer base.”

Brand Loyalty Index Top Ten

Part of the Benefits and Rewards division of Sodexo here in the UK, Sodexo Engage specialises in employee and consumer engagement, with over 50 years’ heritage in creating award-winning experiences. From growing employee culture and inspiring success in workplaces, to driving consumer engagement with brands, they give businesses the tools to create lasting change through transforming behaviours, engagement and performance in people. 

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bbp explains how brands can create a straightforward tech experience in a few simple steps.

Feeling confused these days? You’re not alone.

Because our senses are under constant assault from data – much more than we’re built to process. It’s the kind of overload that leaves us longing for a breather from the noise, a clear way through the clutter.   

And what do we want? We crave something simple to grab our attention.

A straightforward experience. Genuine, sincere, communication.

Things that take real creative effort for brands.

Because what brands can do is simple. Literally. By becoming more simplified, brands can eliminate the gap between themselves and their customers – and the rewards as considerable.

But don’t take our word for it: New York branding experts, Siegel+Gale have done the number-crunching; their annual World’s Simplest Brands Index analyses the ‘simplest’ publicly traded brands. (The index has grown by 433% since 2009, far outperforming the other major economic indices.)

And it found that simplicity makes sense:

• 61% of consumers are more likely to recommend a brand when it provides simpler experiences and communications
• 62% of employees who can be considered ‘brand champions’ were in companies perceived to be simple
• 64% of consumers were willing to pay more for simpler experiences

And if those figures aren’t enough to stir you into action, the report estimates companies could be missing out on US$86 bn (£69.5 bn) when they don’t simplify.

That’s something that every brand should be aware of, but particularly technology brands, who deal in products that may well be able to transform the world, but often aren’t that easy to explain to lay people. The fact remains: most people don’t need to know the inner workings of a technology product; they just need to know what it does for them.

Which means it makes sense that the more complex the service or industry, the more willing consumers are to pay more for it to be simplified. In fact, according to Siegel+Gale they’re willing to pay up to 40% more for a simpler experience in the tech sector:

“Brands that deliver clear, human and useful experiences—win.”

A more human approach

But it’s about more than just being ‘simple. It’s about introducing a human element that’s all too often missing from B2B technology, but one that’s vitally important.

Because it’s not always easy to articulate complex technology in human speak.

And if you’re a company in an emerging tech sector, you might find the lack of comprehension consumers have of your product means it difficult to market yourself.

Take complicated technology like AI – something that’s hard to explain and can seem a bit scary. But that hasn’t stopped Google – who use AI technology across the majority of their products – becoming the world’s most popular search engine.

Why do they succeed? Because they present their brand in a simple, easy to understand way, cutting out all the forensic details. They don’t need people to understand the inner workings; what’s important is a simple customer experience and brand perception (just look at how clean its home page is). It’s no surprise to find it among the top five simplest brands year on year.

Speaking their language

It’s tempting to think that sometimes a level of complication is justified in that the main users of these products are often developers and engineers.

While that’s undoubtedly true in some cases, it’s worth remembering that the decision-makers who actually buy the products are typically non-tech people, who will only be brought on board with simple, benefit-led language; they’re interested in the bottom line.

So, let’s take another major brand: Salesforce. Over the years, the cloud computing giant have evolved to offer a wide range of services, from CRM software to cloud computing, each packed with hundreds of features.

In that time, its value proposition has changed as well. How do they sum it up?

“We help small and medium business to sell, reach customers, and improve service.”

“Blaze a trail to success, whatever your business size.”

Technically, there’s a lot of complex stuff happening under the hood, but all any company thinking of buying it needs to know is that can help them be more successful – whatever their size.

HubSpot is another great example. Their software helps with a variety of complicated parts of marketing and sales initiatives including SEO, A/B testing, keywords, email tracking and more, but all that detail comes later. Instead they offer:

• “Stop interrupting. Start connecting.”
• “Close more deals with less work.”
• “Stop cold calling. Start closing.”

By simplifying, they’ve found a way to cut through the noise to be noticed by consumers – and make their lives easier.

So, our advice: Familiarise your audience with a strong brand identity that demystifies your sector and recognises a human factor, and you’ll create a great base for success. Simple.

The world of technology is fascinating, but it’s rarely straightforward. As a tech-specialist creative agency, bpp understand this and are specialists at explaining the hard-to-explain. They find your truth. Then they bring it to life in unforgettable ways, engaging your audience and promoting the ways it enhances their world. Technology clients are their real passion. Whether they’re talking FinTech or consumer innovation, to bbp it’s about communicating benefits in a relatable, inventive way.

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In February 2019, LOUIS XIII cognac will step into the future by integrating NFC technology into its ‘Smart Decanter’ to provide clients a seamless access to an exclusive world of privileges. Each decanter will directly connect clients to the LOUIS XIII Society, a private club where members can enjoy exclusive content, unique experiences and personalised services through their smartphones.

After removing the seal, clients will simply have to tap & scan their NFC-enabled smartphones on the cork stopper to access the LOUIS XIII Society landing page to create or log into their account. The decanter number will then be automatically registered.

NFC enables simple, rapid, intuitive and secure communication between two electronic objects. A mature and robust technology which has been growing in the past 20 years being used mainly by bank cards, biometric passports and travel tickets – until now. Today, with the introduction of contactless payment, connected wearables and the Internet of Things, NFC technology is reinventing the way we experience life.

Thanks to this small NFC chip, LOUIS XIII clients will get facilitated access to all the advantages of the LOUIS XIII Society. This private club offers bespoke services such as customised decanter engraving, pre-releases of limited editions, contact with a LOUIS XIII Personal Advisor for private tastings and ultimate experiences, and an invitation to network with LOUIS XIII Cognac connoisseurs registered all over the world. In addition, the LOUIS XIII Smart Decanter will bring added services to clients allowing them to customise gifting messages that will appear when recipients scan their decanter.

“Every LOUIS XIII decanter will feature this smart solution worldwide. At LOUIS XIII, we place clients at the very heart of everything we do, striving to offer them always the best experiences,” said Ludovic du Plessis, LOUIS XIII Global Executive Director. “This innovation will be launched globally starting February 2019 and will be deployed all over the world the following months.”

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This Halloween, Haygarth decided to give baking a unique digital twist with the first ‘Edible Augmented Reality Snapchat Lens Cake Topper.’

Haygarth’s Creative Technology team used Snapchat Lens Studio to create their own custom augmented reality filter to add an additional digital layer of fun interaction to a beautifully hand-crafted Halloween cake made by Stars and Sprinkles.

Scanning the unique Snapcode with the Snapchat app allowed the gathering hungry hoard to unlock a special Lens which, when pointed at the cake, would reveal a growling and snarling demonic pumpkin guarding the baked delights.

Snapchat recently updated their Lens Studio tools to support Image Marker tracking. That means that Haygarth were able to pin virtual augmented reality objects to a physical marker, rather than just have them floating in space. Image Marker tracking opens up lots of opportunity for bringing to life print media, posters, product packaging and other static media through the magic of easily accessible Snapchat Lenses.

For their Lens, Haygarth created a specially calibrated marker design which was printed onto icing sheets. This tracked perfectly and allowed them to anchor their animated 3D pumpkin character to the top of the cake while keeping it all entirely edible.

Click here to see the cake in action.

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Following the success of its Middle East roadshow, global roadshow expert, Event Marketing Solutions (EMS) is embarking on a tour of Europe with international manufacturer of medical and safety technology, Dräger.

A new 55sqm mobile showroom will showcase Dräger’s leading protection, detection and safety solutions, visiting over 20 European locations, including the UK, Belgium, Italy, Spain, Portugal and the Netherlands. The tour, which will take place over the course of 3 months, will enable Dräger to go beyond the trade show floor and reach its target markets directly.

EMS will be drawing on its unrivalled experience of taking brands across Europe to manage the entire roadshow, from design and strategic planning, through to the day-to-day logistics and operation of the tour. As part of this EMS will deliver a custom-built mobile showroom for showcasing Dräger products, tailored to help them meet the needs of customers across Europe.

Visitors to the mobile showroom will have first-hand experience of over 60 of Dräger’s market leading products, as well as the chance to join thought-provoking workshop sessions that will provide innovative solutions for the daily challenges faced by customers. The truck will be split between seven different areas: prevention, occupational health and safety, hazardous substances, offshore RIG emergency, emergency escape and rescue, services and firefighting.

Commenting on the decision to bring the tour to Europe, Thomas Engler, CEO Dräger Europe said: “The positive feedback from customers throughout our tour across the Middle East demonstrated the value of bringing our solutions to them directly. Not only were we able to strengthen relationships with existing contacts, but the tour allowed us to connect with potential new customers and expand our presence in those target regions.

“We now want to continue the momentum created in the Middle East, and have identified an opportunity to capitalise on this same approach across our key markets in Europe – tapping into the growing market trend towards connected solutions. We have no doubt that EMS’ experience in designing and managing tours across the continent will once again help us reach our target audiences and strengthen customer engagement.”

Keith Austin, CEO of EMS, added: “We are relishing the opportunity to work hand-in-hand with Dräger again in bringing their innovative solutions to even more key markets. The strategic planning behind this tour has ensured every detail, from the graphic design elements through to the onboard customer journey, each speaks to the specific needs and challenges faced by Dräger’s customers in Europe.

“Through our extensive work across the region, we have seen a real appetite for face-to-face interaction with brands, and are confident we will replicate the success experienced in the Middle East as we set off on this next leg of the tour.”

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