Raahil Chopra
Sep 22, 2016

Spikes Asia 2016: 'Technology is not the only part of the creative': Isobar's Cheyney Robinson

The chief experience officer showcased work and offered three tips to those in digital advertising

Spikes Asia 2016: 'Technology is not the only part of the creative': Isobar's Cheyney Robinson
Cheyney Robinson, chief experience officer, Isobar EMEA and Apac, spoke about how brands should be looking to transform businesses with the creative use of digital, on day one of Spikes Asia 2016.
 
Speaking at the Silent Stage, Robinson said, "Design is no longer constrained to the physical realm. Design is limitless. We have to go beyond ideas apps like WeChat and beyond the ideas we see on social media. There isn't a better time to be a creative. Apps and interfaces are becoming experiences for brands to create immersive worlds. We currently think about design and an interface. There will be a time there will be no interface. Seventy eight per cent of the millennials say that they will pay for experiences rather than products. This proves that loyalty is earned by actions and not words."
 
She added, "Put yourself in the shoes of a consumer. Consumers have certain beliefs of brands. Beliefs become actions. This should matter to creatives."
 
Robinson showcased four pieces of work.
 
Bentley Inspiration

"It's masterpiece inspired by you. This product experience reads facial expressions. It is hyper-personalised and makes conclusions of what you like post the experiment."
 
GM Co-driver - ultimate test drive

"This was created by Isobar. It was first launched at the Bangkok Motor Show and then taken to different parts of the world."
 
Uniqlo - U Mood

R3 AdTech40 Finalist | UNIQLO - UMOOD from R3 on Vimeo.

"This was also done by Isobar. It gave a product recommendation depending on your mood."
 
Lockheed Martin - A trip to Mars

Lockheed Martin "The Field Trip To Mars" from H.K. McCANN on Vimeo.

"Think of a field trip to Mars. NASA wanted to land human on Mars. As children, we learnt about Mars through images of the planet. Here, this gave children a different way of learning about the planet."
 
She surmised with three tips:
  • Technology must be in service of a transformative idea. Technology is not the only part of the creative. 
  • Use real-world scenarios that address authentic customer needs.
  • Create moments with emotional resonance. Make it memorable. 
Source:
Campaign India

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