a month of ideas

#December 2015

#BRANDUNIONPARISDesignEnvironmentSpace BeerLightEmojisWatchCosmeticTruckDanseScienceShavingTumblrChocolateCultureEmotionsMall…

2

YOUR WISH, YOUR DESIGN

PinkLion is a new kind of marketplace. On this website, we can discover all types of design objects and interior decoration which can please a lot to bargain hunters. This offer surfs on a societal trend: people are ready to pay more for products that are more personalized, more unique.

PinkLion positions itself totally against what offers Ikea with its standardised furniture. The paradise of design…to discover!

PinkLion – Marketplace of design objectshttp://bit.ly/1T187e0

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

3

FLY WITH IKEA

From November 28th to December 6th, a wind turbine was installed on the Champs-Elysées by Ikea in partnership with the city of Paris, Nicolas Hulot foundation and ADEME. The main goal of it was to produce 100% of the energy needed for the avenue's illuminations during the COP 21. The project is participatory: passer-by are invited to run, pedal, or swing on activities' platform. That highlights the fact that everyone can participate in his everyday life to a cleaner earth.

This operation is a part of an old-established environmental commitment for the brand.Being green is it the prerequisite for brands?

Ikea-A wind turbine in "Champs Elysées"http://bit.ly/29PieCH

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

4

ART-PORT

Who says that airports has to be only a place of transfer from a point A to a point B? The W agency was hired to change that idea and transforms the Paris-Orly Airport into an artistic place.

To do so, passengers were asked to tell beautiful memories they have related with this airport on a specific website. The most romantic ones were selected and illustrated by Jean-Charles de Castelbajac. We can admire this giant fresco since November 23rd on the South front of Paris-Orly.

Orly airport & Castelbajac– #Welcome stories http://bit.ly/1Oe2i5B

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

5

THE NEW ERA OF GAMING

Alienware, the OEM of hard-core gamers, follows its expansion's strategy by opening a third cyber coffee in China, at Ningbo. The place was conceived in order to immerse gamers in the video game world with a big open space, closed rooms for team games and a coffee space in a science-fiction atmosphere.

Thanks to this real co-working space, the brand creates a gaming experience and a real sharing hub that allows an effective promotion for Alienware.

Alienware– A new cyber coffee http://bit.ly/1SNy23w

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

6

ONE LAST BEER AND I CLOSE

Pand10, is a new concept of bar. Set in Amsterdam, the bar with a vintage decoration offers a new consumer's experience: the consumer discovers 10 different beers from all around the world, numbered from 1 to 10 000 and when the 10 000th beer is consumed, the bar closes. The experience was successfully relayed on social networks through the hashtags #claimedmybeer and #pand10amsterdam.

What is really interesting here is that two concepts are mixed : a bar and a pop-up. The lifetime of the bar depends on its popularity, paradoxical isn't it ?

Pand10 – #Claimmybeeerhttp://bit.ly/24xzM8f

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

7

THINK GREEN BUY GREEN

In United States, a start-up has developed a new kind of design lamp. This desk lamp is conceived in order to grow vegetation. The functioning of the lamp is very simple: it integrates several LEDS that will grow seeds beforehand planted in soil. Thanks to water, light and love those seeds will grow.

You can acquire it for the moderate price of 129$. Another step towards the green frenzy?

Breathe green!

Grasslamp – Your modern desktop gardenhttp://bit.ly/1Q5opQw

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

8

FOOTBALLERS ARE PAINTERS

Huawei chose the Paris Saint-Germain team as ambassadors. In collaboration with Buzzman agency, the brand organized its new French campaign "Light Bigger". This was for the promotion of its last smartphones. The idea was to associate sport and art through light painting. Huawei equipped its balloons with LEDS in order that few players of PSG sign autographs with their feet while keeping a light trace of the autograph.

This very original campaign allows the brand to target sports addicts and lovers of PSG. And it is a smart way too to advertise for the French football club. So it is a win-win action!

Huawei & PSG – Light Biggerhttp://bit.ly/1X8loRR

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

9

A SMILEY THAT YOU CAN BUY

In France, three entrepreneurs play on the trend of emojis. They created an online shop dedicated to "emoji culture". On this shop, the emojis addicts can find their happiness: t-shirts, tote bags, posters, hulls smartphones all with emojis.

This brilliant idea of shop is another proof that emojis is a part of our daily life not only in our conversations on Facebook, Twitter or Sms but also in our purchases!

Emoji Bar http://bit.ly/1QRSvqO

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

10

AND THE WINNER IS… SPORT vs. CHOCOLATE"L'Or" created a digital calendar in order to illustrate its partnership with France's Olympic team. Called "In pursuit of "l'Or" the calendar, instead of a chocolate, unveils each day a black and white picture of a sport discipline in Olympic games. The idea is to accentuate the perfect gesture of each athlete, perfection which is the recipe to reach the gold medal.

With this very different digital calendar, "l'Or" strengthens its positioning around excellence, emotion and know-how. And the bonus is the link created between the name of the brand and the gold medal.

L'Or – In the pursuit of "l'Or"http://bit.ly/1QWsGpH

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

11

A PIZZA THAT FITS YOU LIKE A GLOVE

Recently, Urban Outfitters bought several pizza chains included the Pizzeria Vetri in Philadelphia. This decision has two reasons. One is financial: the results of the shop in terms of sales are bad instead of restaurants that work really well. The other reason is strategic: the brand wants that its point of sales are more experiential.

Indeed, the brand already sets in its outlets a food departments or even a bookshop. Transform shops into real living spaces, the new trend in retail ?

Urban Outfitters – Space ninety 8: Welcome to the Gorbalshttp://bit.ly/1NjMWBL

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

12

PAY BECOMES AS EASY AS A WINK

Swatch recently made a partnership with Visa. The main objective of this partnership was to allow contactless payments with its new model of connected watch called Bellamy (in corrolation with the author Edward Bellamy, who imagined in an utopian novel of the 19th century, that payments cards would replace money). Thanks to this partnership, those who have a Visa card will be able to shop with this new watch in the outlets equipped with NFC contactless communication technology.

This new kind of payment not only revolutionizes retail but also is a proof of the technological shift made by clockmakers.

Swatch & Visa – Payment without contacthttp://bit.ly/1VJKBmj

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

13

A WOVEN BEER

In Peru, thanks to Wunderman Phantasia agency, Cusqueña created the first billboard manually woven according to the traditional Inca art. To do this, 50 women were needed because they are the only one to have this special know-how. It is a smart way for this beer's brand, to show that it respects the history and the folklore of its country.

In addition to that, it is an amazing campaign, beyond an interesting marketing operation, an occasion to strengthen its artistic positioning.

Cusqueña – The first handmade Inca billboardhttp://bit.ly/1ImPzKT

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

14

BACK TO THE COLOUR

Recently, Pantone announced that the colours of 2016 will be the "Pink-Quartz 13-1520" and the blue "Serenity 15-3919". More and more brands surf on Pantone colours and that is exactly what did Sephora. The famous cosmetic products brand created an entire range of products dedicated to those colours as lipsticks and eyeshadows.

Sephora shows that it’s a reactive and trendy brand that always offer the latest novelties in the cosmetic sector.

Sephora- Pantone's cosmetics productshttp://bit.ly/23oSwV5

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

15

EASY AS A KID GAME

Volvo organized a Live Test a bit special in order to make the promotion of its new FMX, an 18 tons truck The test was indeed realized by a 4 y.o. little girl. She has to drive it in a kind of obstacle course. She was so pleased to mishandle the truck which finally only have a broken windshield.

This operation was a success in several ways: by demonstrating the foolproof reliability of its trucks, but also amusing a lot the general public.

Volvo Trucks – Look's who is driving feat 4 year-old Sophie Live test http://bit.ly/21woxLF

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

16

THE SCIENCE OF SLEEP

All types of medical research need powerful computers and it is very expensive. That is why the medical institute of Garvan, in partnership with Vodafone, created a revolutionary app. DreamLab is a smart application that works when you sleep. Firstly, the user chooses for what cause he wants to stand for among: breast cancer, ovarian cancer, pancreatic...Then, the application uses the power of the smartphone in order to collect data then sends the results to the institute.

A remarkable invention that accelerates the medical achievement against those severe diseases. It is a nice promotion too for the mobile operator Vodafone.

Dreamlab for Vodafone-The new dreamlab apphttp://bit.ly/21woNdB

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

17

HALF ANIMAL, HALF MAN

Gillette, a famous brand of shavers, created a new kind of experience. A man was picked as a guinea pig. He was half shaved and half hairy. Several awful experiences were made on him as caresses, kisses, games with a feather. The main objective of this experience was to know what part of his body feels most sensations. And as expected, the results are undeniable: a man feels more things without his beard.

Gillette with this campaign explored a new benefit of shaving and shows it originality. Pretty smart !

Gillette–Gillette_Hair vs. Skin_Diego Friedhttp://bit.ly/1X8lMj8

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

18

LOVE IN A BOX

Orange has created a box: "Emotion Capture". The brand used the following insight: families are not always together for Christmas but they love to see each others reactions when they open their mutual gifts. The concept of the box is quite simple: there is a camera in the "Emotion Capture" box and when the person opens the box, the camera is activated in order to film emotions and sends them directly to the dear one. Those videos can be then shared on social networks.

This brilliant brand content operation allows Orange to be remembered for Christmas and reinforces the complicity between the brand and its customers.

Orange– Reinventing Christmashttp://bit.ly/1XvDfAE

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

19

DRINK WHAT YOU SEE

The vodka Medea, in Netherlands, has created a very original bottle. The brand diverted the utilization of e-beacons generally used to send promotions or vouchers. Thanks to a strip of LEDS around the bottle, short and happy messages can be conveyed to the customer according to its localization in shelves. The bottle also sends messages when the bottle is empty and informs where is the closest the point of sale.

This strategy is brilliant to recover a lot of data and also to assert the innovative brand positioning.

Medea– A connected bottle http://bit.ly/1WIfdn7

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

20

BEHIND THE WINGS OF AN AIRPLANE

Turkish Airlines, in order to make its promotion on social networks, transmitted in live a flight Istanbul-New York. The point of view was very original: the flight was seen from the perspective of the flight crew. Thanks to Periscope, cybernauts have had the chance to see behind the doors and discover all the steps of a flight in an airplane: team preparation, the take-off, the landing and even the free time of stewards. During all that operation passengers had the chance to ask questions on Twitter.

This was a great success as the company won 5118 followers and 292 779 likes.

Turkish airlines- A trip with Periscopehttp://bit.ly/1q0myl1

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

21

A WEAREABLE TATOO

Chaotic Moon, a strange crew, presents a true innovation: the electronic tattoos called Tech Tats. The main idea is to push forward the wearable sector. With Tech Tats, Chaotic Moon aims to make people interact with others as well as giving the wearer personal information about his body: physical activities or medical diagnosis for example. The data collected will be transferred from the tattoo to an application.

But it raises questions about ethics with the use of these data in a commercial intent ..and what about the lost of privacy ?

Chaotic Moons-Tech tats http://bit.ly/1W7l9H0

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

22

A BOX FOR THE AFTER

Apocalypse…is coming soon…and the Apocabox helps you to be ready for this critical moment. In this box you can find a knife, a punch, a water purifier, some dried food, lighters stone, wooden arch…thanks to that you will survive in any circumstances..!

Definitively original

Apocabox-Apocaboxhttp://bit.ly/1Oe3qWG

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

23

THE CULT OF CULTURE

Culture and FNAC are inseparable. And it is with pleasure that we see this "old friend" coming back on stage with the help of the agency Marcel. The famous bookshop has decided to deliver its new message around learning. Three films were declined around the career of Nekfeu a hip-hop singer, Christophe Blain a drawer, and the photographer Stéphane Lavoué. They all explain how Fnac played a role in their life and how Fnac has inspired them for their work.

A campaign as authentic as poetic.

Fnac – "J'ai fait la Fnac- Stéphane Lavoué"http://bit.ly/23oUbKp

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

24

NEW SHOPPING DIMENSION

During the Dutch Design Week, a student, Allison Crank, presented her project. The "Reality theatre" is, for her, the mall of the future. She imagined a very colourful shopping center, that can be visited thanks to virtual reality.

The idea behind that, is to create a space not only for shopping but also for performing, playing, and living a whole different experience. Thereby, the consumer becomes an actor and can play with its environment.

Allison Crank- The reality theatre http://bit.ly/1OKYNFn

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

25

LEARN BEFORE BUYING

Nescafé just launched its Tumblr. It is the perfect big picture of the brand territory: its products/services, its communication, the Nescafé coffee culture and finally the future of the brand with the Nescafé plan. This very interactive website will integrate a button "buy now" in order to buy directly on it.

This new website is very relevant from many points of view. It strengthens the positioning of the brand on social media and conveys its values: joy, conviviality and sharing.

Nescafé- Tumblr Website http://bit.ly/1OKib7t

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

26

A DRESS THAT MATTERS

Maria Castellanos and Alberto Valverde have created an intelligent dress called "The environment dress". This dress collects information about its environment such as: temperature, UV, noise ; and analyses how those information can affect us. The two creators have in mind, in future, to create an app that allows to personalize the parameters of the dress as the light or alerts systems. The dress will be on sale at the beginning of 2016.

In couple of years, our clothes will help us to make a medical diagnosis, an environmental diagnosis or even to give us advices to improve our mood?

The environment dress http://bit.ly/1q0mW2K

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

27

A POST SHOT

The famous liquor brand Malibu makes its big come back in France on social networks. And with is return, there is the launching of a new drink: the Malibu Spiced, best consumed in shooters. In order to make the promotion of this new product, the brand with the help of Isobar agency, created the first Facebook page that is consumed in shots. All the shots, presented under the form of Facebook posts, were designed by artists. Moreover, they can be collected because they will be edited in real for the occasion.

All this operation is very effective to animate the come back of the brand on French market.

Malibu-One Post One shothttp://bit.ly/1RvrbyU

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

28

TREATS AND SHOES

In France, Chatelles is known for 3 years thanks to its feminine slippers. This typical Parisian brand seduces fashionistas from all over the world. For Christmas, the brand has made a partnership with "La Maison du Chocolat". The two famous brands have created delicious leather shoes with "melted chocolate". You can have this beautiful "little things" for 190€ in "La Maison du Chocolat" box with in addition, a voucher for chocolates.

Here, two very different universes meet each other: fashion and chocolate. But, the co-branding, in reality, works really well and appeals to all shopaholic women.

Chatelles and the "Maison du Chocolat"-#Slippers Chocolatehttp://bit.ly/21JK8la

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

29

PLAY THE SCARF, WEAR THE SCARF

Burberry has made a special operation for Christmas in London. In collaboration with Candyspace's agency, the brand create an interactive billboard in the heart of Piccadilly Circus. This billboard allows people to personalize a Burberry scarf, in real time, from their smartphone. Cherry on the cake, the passer-by can "play" with the product by scrolling it on the giant screen.

This magic campaign gives a sensation of exclusivity to people during few moments. It is highly strategic for the brand on the edge of Christmas celebrations.

Burberry- The Scar bar http://bit.ly/1SNAsyX

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

30

HOLD ON, I'M WITH MY NEWSPAPER

Recently, in order to make the promotion of its parcel return service mailbox, La Poste sent a connected mailing dedicated to Colissimo consumers. On the first page was printed the face of a man, and a QR code to scan on the mouth of that man. Thanks to this video, the man presents this new service offered by La Poste. For traditional readers, the other side of the mailing the content is written conventionally.

This campaign is very interesting because it shows all the opportunities that offers the cross-media but also gives to La Poste a very innovative and young image.

La Poste- A paper spoken mailinghttp://bit.ly/20rdkfX

BRAND UNION PARIS – A MONTH OF IDEAS – DECEMBER 2015

THANK YOU#SEEYOUNEXTMONTH

#BRANDUNIONPARIS