SXSW 2020
Where the F*ck is George Clooney?
Description:
Nespresso features George Clooney for all their fantastic brand content. Yet, when you buy Nespresso pods on Amazon, George is missing. And his well-documented absence from social media means he’s absent on those channels too. This raises the fundamental question: Where the f*ck is George?
This is a metaphor for the state of e-commerce today.
e-commerce is at the core of a brands’ digital ecosystem. It's where consumers often first engage with your brand, so it's shocking that in many cases creativity is lacking. This session explores how to bring emotional connection into the shopping experience, taking PDPs to PXPs (Product Experience Pages).
Don’t rely on George. Bring engaging storytelling into this space and reinvent the online shopping experience for your customers.
Other Resources / Information
Takeaways
- Brands must wrest their experience from the clutches of eCommerce juggernauts and create a consistent brand experience across all touch points.
- It is possible to create interactive and innovative branded content for a single SKU and scale it across thousands of marketplaces.
- Brand and creative agencies should take back control of the brand experience and create the next generation of eCommerce content.
Speakers
- Roald van Wyk, Agency Creative Leadership, Accenture Interactive
Organizer
Roald Van Wyk, Agency Creative Leadership, Accenture Interactive
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