Problem
BAD GM
The term had varying levels of negative connotations associated with it by both the media and the public.
One of the key insights was that these terms had become polluted and changing perceptions would be difficult.
Unilever ethos
Research
Biotechnology?
GM?
Synthetic
Biotechnology?
Everyday
Biotechnology
Market
Research
Analyse
Brand ethos
and
Value
Research
current
Interactive
Marketing
Why people fear GM?
- Misunderstanding
- Disruption of ecosystem
- Health&Consumption
issues
- Lack of trust
Finding biotechnology in every day products and looking at their marketing strategy.
- Exploring existing
narratives
Key elements
in communicating
biotechnology
- Perception
- Transparency
- Communication
- Visual engagement
" By leveraging our global reach and inspiring people to take small, every day actions, we believe we can help make a big difference to the world."
How to engage public
to get involved.
- Consumer facing
advertisement
- Participation with fun
- invoked people to be
positive side
- Stimulation to curiosity
Company needs
Positive communication
To build compelling narratives on lead technology to support discovery interaction with category and brands. A key role in positively addressing the production of biosurfactants and the genetically modified derived ingredient position.
User value hierarchy
Challenge
How do Unilever communicate with customers about biotech and synthetic biology to improve health and well being through innovative design of marketing and development of products?
Concept
Perception
Transparency
Narrative
1. Branding
new tech
2. Visual
design sets
3. Interactive
advertisement
Bio-technology
Customer
Solution
1. Branding
Zendo
The term comes up from Japaness word describing right way.
The mean is " the path of virtue"
It contains the message that
Designed by nature,
Drieven by science
2. Visual communication sets
Bio - factory
in a bacteria cell
The poster illustrated biotechnological manufactue. It has 5 stages upward to downward. All process combined with different biotechnologies. The factory is in a cell of bacteria which shows both the internal message and customer facing message. At last, It is able to be used as first step of narrative communication on the positive way.
Made by
The visual package was came up from the products made by biotechnologies in recent 5 years. The bacteria structures are able to improve human lives and reduce the consumption of limited natural resources for next generations by sustainability.
Combination with
Circular economy
It was designed four gradational stages based on cirtular economy. This visual illustrated a product produced by sustainable innovation of biotechnology. Through the stages, customers are able to get information in terms of bio-manufacturing process easily.
3. Interactive advertisement
Customer journey
Touch points
These moments would be the opportunities to effectively change the thinking of users supporting by energetic graphics and the video.
3
6
7
8
9
CRM
Social media | Word-to-mouth
- After first purchase, customers could get
vouchers which is able to buy other
household product made by Zendo.
- QR code would bring the messages about
circular economy to customers and check
that people acts small things for nature and future.
Expectation
- Unilever could make positive communication
with customers by narratives.
- Customer will have loyalty to the Zendo.
- Integrate with public with energetic emotion.