Page 58 - RLI November 2019

RLI LEISURE INSIGHT

Co-Creation in the

Age of Convergence

We’re living in the Age of Convergence, a time of massive
transformation. The boundaries between technologies, media,
cultures, and disciplines are dissolving as existing models are
shattered and new relationships formed. This article by Louis Alfieri,
Founder and Chief Creative Officer at Raven Sun Creative takes a
look at this subject against the backdrop of the current market.

One important illustration of this transformation is the rise of co- track’, taking over an entire city block in Manila. The 200 meter-track, which
creative destination experiences around the globe. Co-creation is takes the form of a figure-eight (based on the layout of the footprint of
about revolutionising the relationship between consumers and guests. It NIKE’s LunarEpic running shoe), is lined with LED screens, where up to 30
extends beyond the single brick-and-mortar destination to encompass runners can take part in a virtual race against themselves.
the entire local destination, physical community, and digital community in The combination of story, choice, promise, and reminder results in a
which these engagements take place. long-term relationship.
Consumers adopt and interact with these destinations on a mass market, The result of this successful combination offers the opportunity for
personalised, and niche basis, creating the new paradigm that is upon us: consumers to co-create the brand, and for the consumer’s lives to be an
• Consumers and guests are more than the end-user. act of co-creation inspired by the brand’s aspirations and goals. Central to
• They are the active citizen participants and real-time collaborators. Nike’s success is the creation of platforms, portals, and experiences that
• To effectively connect with the consumers and guests, we must authentically encourage the flow of knowledge and collaboration between brand and
integrate our destinations into the fabric and culture of their local life. customer, creating value for both.
• Understanding that everything is interconnected with the customer High-achieving brands that evolve, thrive, and grow are the brands that
journey is essential to our collective success. utilise the power of brand storytelling in a multi-level, scalable strategy.
As a result of this new paradigm, destinations are experimenting The star of brand storytelling is the consumer, not the brand.
with ways to reinvent themselves, incorporating entertainment and Brands that elevate this customer-centric approach, authentically, will
experience into their core offering. During this transformative period, it find themselves continually evolving as the act of co-creation broadens
is critical to understand that renewal and reinvention is about enhancing their horizons and opens the potential to participate with mass market
customer value and re-energising your brand’s relationship with the guest. and micro-market opportunities.
This relationship is not a one-way street. The customer is no longer In this age of convergence, destinations become less a venue for the
merely a passive recipient. The most successful brands empower their brand to tell a particular story and more a platform of possibility for
customers to become engaged participants—co-creators. customers to tell their own customised stories about themselves and the
Successful brands tell these stories very well and they engage in co- brands they adopt as an extension of their identities.
creation with their consumer’s lives and stories. This act of co-creation The Mori Digital Art Museum in Tokyo developed by teamLab
between consumer and brand is what differentiates life-long relationships exemplifies this ethos. Their installation Borderless is described as a
with great brands from average brands that are forgotten about over time. world of artworks without boundaries, a museum without a map, and
Nike is a stunning example of this act of co-creation. The Nike brand a group of artworks that form one borderless world. TeamLab asks its
promise elevates its consumer to heroic status in their story and in turn guests to: “Immerse your body in borderless art in this vast, complex,
creates aspirational choices for its consumer to achieve. This act of co- three-dimensional 10,000sq m world. Wander, explore with intention,
creation generates an ongoing cycle of progressive tone, challenge, aspiration, discover, and create a new world with others.” Guests walk away from
determination, achievement, fulfillment, success, plateaus, and growth. the experience feeling wonder, inspired, and transformed by their visit.
Nike has translated this cycle into an ideal, emotion, brand, experience, We see this act of co-creation touching local communities, resort
product, physical location, and digital presence, across cultures, geographies, destinations, and the global tourism market.
and belief systems. Nike uses their physical and digital presences as A key example of this broadening horizon would be Singapore’s
reminders of their consumer’s aspirational story and heroic status. An Gardens by the Bay, the leading global eco-tourism resort destination in
example of this physical and digital presence is Nike’s Unlimited Stadium, the world. Nature itself, and sustainable urban living, are the heart of the
pop-up arena that has been dubbed the ‘world’s first full-size LED running botanical gardens’ brand.
Community pride and global stewardship are key elements that
guests embody from their experience at Gardens by the Bay. Gardens
by the Bay has incorporated Singapore’s heritage of sustainability into its
brand’s DNA and translated that into the guests’ story and every one
of their core offerings. The destination’s holistic vision for sustainability
provides global leadership exhibiting a robust business model, local
economic success, international recognition for Singapore, growth of the
eco-branded market sector, and development of sustainable practices
for power generation, waste disposal, and mass market global tourism.
Receiving over three million visitors per year, Gardens by the Bay has
become a powerful symbol of how collective human endeavor can result
in a greener, healthier future and the economic benefits they bring locally,
nationally, and internationally. As brands embrace the new reality of the
brand-consumer relationship, looking for authentic opportunities to co-
create with consumers, they’ll find they’ll earn customer trust and loyalty,
as well as the insight that drives innovation.
This brand-consumer relationship extends beyond technology and
location and allows us to see how much can be accomplished and
transformed. In the Age of Convergence, brands and consumers can co-
create the world around us.

58 RETAIL & LEISURE INTERNATIONAL NOVEMBER 2019