Procter & Gamble is looking for new approaches and technologies that can help them to address key business challenges/opportunities. The following innovation brief(s) will provide a high-level overview of specific business goals and needs, as well as a high-level overview of what they are looking for in a solution.
If you would like to submit a solution, please please reply directly to this opportunity posting AND go to the P&G Innovation Brief Response Form http://bit.ly/33HyVXn and complete the form with the requested information.
Brief Submission Period: December 9th, 2019 – January 24th, 2020
Brand or Department: P&G Signal Accelerator, Corporate Innovation
Opportunity for Innovation Partner(s): Pilot Funding & Access to Brands
Imagining a World Without Ads: Reinventing Brand Building through New Models of Consumer Engagement & Experiences (Europe Focus)
Major brands are beginning to envision a world without ads, wherein they need to develop more experiential ways of engaging consumers. Brands will seek to become tightly integrated into a user’s natural online and offline behaviors. A great example of brands that do this well are Red Bull and Mountain Dew, who have built their brand by becoming an active participant in the development of the action sports world. We can also look at fashion brands and the use of influencer marketing and reality TV models that blur the line between the product, the brand and the lifestyle of the celebrities. We can also imagine entirely new virtual and augmented reality experiences that integrated brand messages in entirely new types of experiences. This brief is focused on exploring new, emerging tools and solutions that will allow brands to move from delivering “ads” to delivering “integrated “consumer experiences.
While it is unlikely that ads will completely disappear, systemic changes in the way we access and consume content is forcing brands to rethink how they advertise to and engage consumers. Not only regulations are changing, but also in today’s environment, over 70% of TV viewers indicate that they fast forward through ads. Over 40% of millennials use ad blockers and an increasing number of consumers are subscribing to OTT services that have no advertising. Moving forward, brand communication will need to become a more seamless part of daily experiences. This challenge includes surfacing how modern brands are using alternative advertising models and brand experiences to be more useful and more interesting as well as the startups and technologies powering them. Pilot activations will be initially focused on UK, Germany and France.
For this brief, we are imaging a future without ads and asking ourselves how companies can reinvent the way that they engage consumers and build their brands. While this is not yet the current reality, there are many new emerging technologies that are enabling entirely new consumer experiences. We want to understand how these technologies can be used today and also gain perspective on where they might evolve in the future. All ideas and submissions will be fully reviewed.
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