turning bottles into owned digital media assets - … · venky balakrishnan, global vice president,...

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Smarter products come with EVRYTHNG

With EVRYTHNG’s IoT Smart Products Platform

EVRYTHNG’s technology is game-changing. We have a profound strategic opportunity to transform our physical products into owned digital media, which can communicate personalized information and experiences to consumers, exactly when and where they want it.

Venky Balakrishnan, Global Vice President, Digital Innovation, Diageo

Turning bottles into owned digital media assets

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The ChallengeDrinks companies need to differentiate products in on and off-trade environments, change perceptions of premium spirits, and actively link product and occasion in the consumer’s mind. And they need to do this in a way that acquires actionable insights across the portfolio that drives more effective marketing.

They also need to drive sales, with more than 80% of consumers use smartphones when shopping, making over 20% of buying decisions just moments before purchase. And they must relentlessly innovate not just in consumer engagement, but efficiency and effectiveness strategies to take costs out of the supply chain.

The SolutionEVRYTHNG has developed a range of smarter product applications for Diageo including gifting, loyalty and product tracking.

Making Diageo’s products smarter by connecting them to the Web allows the company to use digital engagement with physical products to deliver the information and experiences consumers want, in the time and place of their choosing.

For example, consumers can interact with a combination of physical products, coasters, posters and flyers in bars, plus social activity to earn points and redeem them for rewards. The technology also enables Diageo to track bottless in the supply chain and deliver invaluable interaction analytics.

■■ Diageo plc (FTSE 100) LSE: DGE • NYSE: DEO■■ Industry: Alcoholic beverages■■ Headquarters: London, UK■■ Employees: 36,000■■ Overview: Diageo is the world’s largest producer of spirits and an international leader in beer

and wine, shipping over two billions products a year to more than 180 countries. Diageo’s brands include global market leaders like Smirnoff, Johnnie Walker, Baileys, Tanqueray, Captain Morgan and Guinness. Diageo has offices in 80 countries and annual revenues of more than US$21 billion.

Turning bottles into owned digital media assetsWith EVRYTHNG’s IoT Smart Products Platform

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Why Diageo partnered with EVRYTHNGExpertise: EVRYTHNG’s deep domain expertise in IoT and Web of Things software help Diageo connect their physical and digital worlds to deploy global smart product marketing activities.

Flexibility: Diageo wanted the freedom to operate IoT applications with any kind of smart packaging connectivity. From low-tech text messaging or smart tags like QR codes, NFC and RFID, to more sophisticated sensors and printed electronics (with partners like Thin Film Electronics).

Integration: Diageo wanted the ability to use open APIs and Web services to elegantly integrate data with internal global ERP and CRM systems, and make it easy for external agencies and developers to program applications.

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ResultsMultiple campaigns in Latin America and AsiaPac let consumers attach a personalized film tribute to the bottle of whisky they were giving their dad on Father’s Day. Both giver and recipient could socially share the digital content and opt in to ongoing CRM programs.

Digital gifting campaigns drove a 72% year-on-year sales uplift in Brazil and 25% in Chile, with an overall campaign ROI of 65% plus successful delivery of brand equity measures.

Product engagement data enabled Diageo to trace individual consumer journeys through brand activity for the first time.

Diageo’s use of EVRYTHNG’s IoT Smart Products Platform has been covered in the world’s leading publications, include the Harvard Business Review, Wired, The Guardian, The Times, Forbes, TechCrunch, Ad Age, CIO, Entrepreneur and Bloomberg.

The company has also won a number of industry awards, including the top Diamond Award at the IAA BrillIAAnce Awards in 2013, and silver for Best Use of Mobile at the Festival of Media Global Awards in 2014.

Smarter products come with personalized content experiences, real-time data management, and supply chain tracking and analytics. Smarter products come with EVRYTHNG.

turning bottles into owned digital media assets - … · venky balakrishnan, global vice president,...

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