News & Views

Contagious / Now / Next / Why

by Contagious Team

If you weren't quick enough to snap up tickets for our sold-out Contagious Now / Next / Why sessions in London, here's a glimpse of what you missed

On Wednesday 7 December Contagious was joined by 200 of our nearest and dearest for our inaugural Now / Next / Why sessions at Shoreditch House. A massive thank you to everyone who came along, we hope you enjoyed the day as much as we did. 

Contagious co-founder Paul Kemp-Robertson kicked off by sharing Contagious' long-held belief that people don't actually need advertising, and are searching for simplicity, and brands who can add value, provide a service or entertain. In fact, they should aim to create something remarkable for the consumer.

The day saw Contagious staffers consider Frictionless Commerce, with Katrina Dodd and Will Sansom kicking off the topic by showing the video above, considering some of the difficulties that shoppers encounter both on and offline. This search for simplicity is exlemplified by the fact that 40% of shoppers will abandon a site completely after just three seconds of delay (Forrester/Akamai). 

The pair showcased the best augmentations of the physical store: skipping the checkout, with efforts such as Tesco Home Plus, creating ways for people to save time, what's happening in mobile money and addressing choice paralysis.

Dan Southern and Emily Hare spoke about Living Data, and the rise of measuring different aspects of your lives, thanks to the serious and increasingly ubiquitous computing power of the smartphone. Living Data covered the improvements and adjustments that people can make to their lives by tracking their data and lifestyles, and the transformational position that brands can occupy within this, adding intelligence to the information that is generated. 

Augmented Content was covered by Ed White and Alex Jenkins, showcasing some of the best two screen examples, such as Pepsi Sound Off in the USA. The pair also considered how brands are making the most of existing content and assets to provide additional value, such as Heineken's Star Player app augmenting its sponsorship of the UEFA Champions League. The importance of adding value and complementing existing behaviour were identified as key brand considerations in this area.

Finally Chloe Markowicz and Jess Greenwood ran through Hack Culture, looking at brands opening up their APIs and the rise of brands using hack days and experimentation as a way of solving problems, developing creative insights, and enhancing the company itself. They spoke about the reasons behind brands such as Pepsi and Mastercard's dedication to innovation labs and investing in new companies and explored the shift behind Xbox Kinect's shift from gaming device to techonological tool. The pair concluded that brands need to consider platforms rather than products, look for ways to be nimble, innovate with less risk and crowdsource intelligence.

But don't just take our word for it. The team from Charlyinc came for the sessions and had a go at summing up the mass of information into four slides. And all the attendees came away with a glossy report exploring all four of the topics in more depth.

USA! We'll be with you on 22 February, bringing these topics to life stateside. For more information and to get tickets click here.