DEPT® is voor het tweede jaar uitgeroepen tot Network of the Year bij de Webby Awards en BASIC/DEPT® won de titel Agency of the Year. De Webby Awards zijn, met 14.000 inzendingen uit 70 landen, het meest gerespecteerde symbool voor online succes. DEPT® ontving 6 Webby Awards, 27 People’s Voice Awards, 32 nominaties en 20 honorees voor werk met merken als Patagonia, Google, Cowboy, H&M en KFC.
DEPT®’s werk voor HYPEWEAR by ABOUT YOU, de eerste online winkel voor digitale NFT-mode, won zowel de Webby Award als de People’s Voice Award voor App Features: Best Use of Web3 Technology.
BASIC/DEPT® won de Webby Award en de People’s Voice Award voor de Google Store in de categorie Websites and Mobile Sites, Best Mobile User Experience, Google ChromeOS in Websites and Mobile Sites, Best Mobile Visual Design – Function, Patagonia in Websites and Mobile Sites, Best Practices en de Patagonia Footprint Chronicles-site in Websites and Mobile Sites: Corporate Social Responsibility.
De immersive website-experience over ruimtereizen voor Virgin Galactic, gemaakt door HELLO MONDAY/DEPT®, won de Webby Award en People’s Voice Awards in de categorie General Websites and Mobile Sites – Travel & Lifestyle.
“We zijn super dankbaar voor al onze geweldige klanten en onze getalenteerde teams. Hun baanbrekende werk zet de toon voor technologie en marketing,” aldus Dimi Albers, CEO van DEPT®. “Om voor het tweede jaar op rij te worden uitgeroepen tot Network of the Year en dat BASIC/DEPT® de titel Agency of the Year krijgt, is echt waanzinnig. We zijn zo dankbaar voor iedereen die op ons heeft gestemd. In onze vijfwoordenspeech van vorig jaar zeiden we: ‘we zijn pas net begonnen’ en ik denk dat deze overwinning bewijst dat we dat écht meenden.”
Het publiek heeft de volgende projecten van DEPT®, BASIC/DEPT®, HELLO MONDAY/DEPT®, DOGSTUDIO/DEPT® en STUDIO DUMBAR/DEPT® uitgeroepen tot winnaars van de People’s Voice Awards:
Naast de gewonnen prijzen, werden 20 projecten voor de volgende klanten op de shortlist geplaatst of bekroond als honoree: Inter Milan, Lululemon Studio, Design Within Reach, Google Store, Jeff Koons, KFC, VIZIO, eBay, Adobe, HAPE, Meebits, Panasonic, Sprite, DIG: Cloud Castles.
Gefeliciteerd, getalenteerde teams en een enorme dank aan onze geweldige klanten die ons het pionieren met marketing en tech toevertrouwen.
Global SVP of Marketing
Het volgende inzicht komt uit de DEPT® Trends Forecast 2024. Download het rapport over digitale trends in 2024 om alle voorspellingen van dit jaar te bekijken.
De wereld maakt zich op voor het spannendste en meest innovatieve digitale jaar ooit, dankzij de mogelijkheden van generatieve AI. De afgelopen maanden zijn we snel overgegaan van het genieten van de mensachtige reacties van chatbots naar het experimenteren met grotere, complexere mogelijkheden van large language models (LLM’s).
In 2024 strijden techgiganten en vernieuwers in verschillende sectoren om de controle over GenAI. Tegelijkertijd zullen merken op creatieve en verkennende manieren AI inzetten, wat een fundamentele verandering zal teweegbrengen in hoe we werken, leren, winkelen, creëren, communiceren, zoeken en onze digitale wereld ervaren.
Het groeiende vermogen van GenAI om concepten en context te begrijpen wordt niet alleen gewaardeerd om de mogelijkheden die het biedt om content te genereren, maar zal ook een geheel nieuwe digitale architectuur voeden. Dit idee is het “conceptuele web”, dat het potentieel van GenAI markeert en de toekomstige user experiences zal aandrijven.
Digitale pioniers zijn al sinds de jaren 1950 bezig met de ontwikkeling van technologie voor machine learning en kunstmatige intelligentie, maar de grote stappen die GenAI heeft genomen sinds Google’s conceptie van het transformer model in 2017 zijn anders dan alles wat de maatschappij ooit heeft meegemaakt. Vandaag de dag zien we meerdere keren per maand nieuwe versies van LLM’s zoals OpenAI’s ChatGPT uitgebracht worden.
In 2023 zag de wereld GenAI algemeen geaccepteerd worden toen een toenemend aantal digitale gebruikers leunde op large language models om alles te creëren, van tekst en afbeeldingen tot audio, video en code. Bijna 80% van de respondenten van het McKinsey-onderzoek zegt GenAI te hebben gebruikt binnen of buiten het werk via tools als ChatGPT, Midjourney of Stable AI. De snelle integratie van de technologie in alles, van bedrijfsactiviteiten tot ons individuele leven, betekent dat de race om de volgende grote doorbraak gaande is.
Van start-ups tot de grote GenAI-spelers, techbedrijven zijn ijverig bezig om de volgende grens van de mogelijkheden van LLM’s te bepalen. Volgens The Economist zullen drie belangrijke beperkingen bijdragen aan het creëren van een eerlijker speelveld (en waarschijnlijk opschudden):
De tools van AI-hyperscalers, zoals Microsoft, NVIDIA en OpenAI, zullen steeds slimmer, nauwkeuriger en actueler worden. Ze zullen ook steeds langere en meer genuanceerde instructies beter begrijpen en over het algemeen menselijker worden. We kunnen ook een explosie verwachten van niched-down toepassingen en tools die zich richten op specifieke industrieën en use cases, waar volgens velen de echte waarde van GenAI ligt.
Voor veel mensen gaat generatieve AI simpelweg over het nabootsen van menselijke interactie, het verstoren van werkstromen en het stimuleren van productiviteit en groei. Maar het potentieel is veel groter en heeft meer impact dan dat. Met deze technologie kunnen we complexe taken uitvoeren waarvoor traditioneel meerdere modellen, uitgebreide training en talloze voorbeelden nodig zijn.
Dit roept de vraag op of merken de kracht van GenAI kunnen benutten om niet alleen outputs te genereren, maar ook systemen te ontwikkelen die digitale content werkelijk begrijpen en erin deelnemen. Is het mogelijk om de mogelijkheden van GenAI te gebruiken voor een diepgaander begrip en interactie met digitale content?
Het antwoord ligt in de opkomst van wat wij het conceptuele web noemen, een nieuwe digitale architectuur die gebruikmaakt van generatieve AI om een revolutie teweeg te brengen in de manier waarop we het web verkennen en ermee omgaan.
Om het belang van deze AI-gedreven ontwikkeling te begrijpen, moeten we het eerst hebben over data.
Historisch gezien hebben we data ingedeeld in twee soorten: gestructureerde en ongestructureerde data.
Deze “genegeerde” ongestructureerde data bevatten echter een schat aan informatie en structuur. Menselijke communicatie, over een periode van tienduizenden jaren, heeft ideeën effectief overgebracht door middel van taal, schrift en afbeeldingen. Tot nu toe ging de complexiteit van deze structuren het begrip van computers te boven.
Dit is waar GenAI en large language models om de hoek komen kijken en het landschap van digitale informatie fundamenteel veranderen. Door het vermogen van deze technologieën om context te begrijpen kunnen we concepten verwerken, begrijpen en verzamelen uit verschillende vormen van menselijke expressie.
Veel industrie-experts hebben zich gericht op de generatieve mogelijkheden van AI, maar het gaat om meer dan alleen het genereren van content. Het gaat om het verkennen van vormen van expressie en kennis waarbij het volledige spectrum van menselijke ervaring kan worden geïntegreerd met de kracht van computers.
Dit is de essentie van het conceptuele web – een revolutionaire benadering van digitale architectuur die ideeën toegankelijker, doorzoekbaar en begrijpelijker op schaal wil maken.
Stel je de online aanwezigheid van je bedrijf voor als een brein dat de ingewikkelde en onderling verbonden aard van onze eigen geest weerspiegelt. Het is een netwerk waar, in plaats van het verbinden van gerelateerde statische webpagina’s via hyperlinks. In plaats daarvan verloopt de navigatie vloeiend en krijgen gebruikers naadloos relevante informatie aangeboden op basis van verbanden tussen de meest complexe concepten.
Nu we op de drempel staan van dit generatieve, door AI aangedreven tijdperk, belooft het conceptuele web onze interactie met de digitale wereld te herdefiniëren door deze intuïtiever, inclusiever en inzichtelijker te maken. Voor merken die willen pionieren in deze digitale toekomst is het aan technologie- en marketingpioniers om verder te denken dan de meest voor de hand liggende toepassingen van GenAI, zoals het klakkeloos genereren van pagina’s met content, en te kijken naar AI om hun user experience te stroomlijnen en te personaliseren.
Download de DEPT® Trends Forecast 2024 voor meer inzicht in de AI-, digitale, zoek- en technologietrends die vorm zullen geven aan individuen, merken en de samenleving in 2024.
Ontdek de meest bepalende trends binnen technologie, marketing en de samenleving als geheel. Aan de hand van casestudies, voorbeelden uit de praktijk en gedocumenteerd onderzoek bieden we strategisch inzicht waarmee je merk samen met ons kan pionieren in dit onderling verbonden, door cultuur gedreven digitale tijdperk.
CTO at DEPT®/AI
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‘make-up’ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience “essence FUN PARK”.
“We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.” – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‘make beauty fun’.
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‘essence FUN PARK’ – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
The platform’s user statistics speak for themselves:
Two aspects were pivotal for the successful launch of ‘essence FUN PARK’:
At the heart of the ‘essence FUN PARK’, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world “Ocean Detox” await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‘essence FUN PARK’ underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‘essence coins’, players can acquire everything they need, such as paint tools or stylish avatar items from the ‘Chic Chamber’.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‘Pick up & Delivery’ and ‘Plant & Grow’ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‘Make beauty fun‘ has been brought to life.
Play essence FUN PARK here!
Director Web3 & Partner
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‘make-up’ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience “essence FUN PARK”.
“We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.” – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‘make beauty fun’.
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‘essence FUN PARK’ – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
The platform’s user statistics speak for themselves:
Two aspects were pivotal for the successful launch of ‘essence FUN PARK’:
At the heart of the ‘essence FUN PARK’, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world “Ocean Detox” await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‘essence FUN PARK’ underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‘essence coins’, players can acquire everything they need, such as paint tools or stylish avatar items from the ‘Chic Chamber’.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‘Pick up & Delivery’ and ‘Plant & Grow’ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‘Make beauty fun‘ has been brought to life.
Play essence FUN PARK here!
Director Web3 & Partner
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‘make-up’ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience “essence FUN PARK”.
“We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.” – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‘make beauty fun’.
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‘essence FUN PARK’ – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
The platform’s user statistics speak for themselves:
Two aspects were pivotal for the successful launch of ‘essence FUN PARK’:
At the heart of the ‘essence FUN PARK’, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world “Ocean Detox” await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‘essence FUN PARK’ underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‘essence coins’, players can acquire everything they need, such as paint tools or stylish avatar items from the ‘Chic Chamber’.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‘Pick up & Delivery’ and ‘Plant & Grow’ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‘Make beauty fun‘ has been brought to life.
Play essence FUN PARK here!
Director Web3 & Partner
The international beauty brand essence was founded in 2001 by Cosnova, one of Germany’s largest cosmetics companies. Ever since, the company has demonstrated innovation, zeitgeist and a deep commitment to engaging young, digital-savvy consumers. With the aim of authentically appealing to the emerging Gen Z and Gen Alpha, the brand embarked on a journey with DEPT® on the gaming platform Roblox.
In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‘make-up’ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.
With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience “essence FUN PARK”.
“We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.” – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova
Trends are constantly evolving in the cosmetics industry, and essence was faced with the major challenge that the industry is in a state of upheaval, driven by the dynamic preferences of tech-savvy Gen Z and Alpha consumers. The challenge was clear: how can the essence brand authentically connect with the young target group and build a close relationship?
Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‘make beauty fun’.
In response to these challenges and objectives, essence was searching for an innovative solution and called in the expertise of the global digital agency DEPT®. After the kick-off workshop, followed by an intensive ideation phase, the idea of developing a Roblox experience was born and the foundation was laid for the ‘essence FUN PARK’ – an imaginative, immersive, adventurous and colourful world on Roblox. In this way, the brand’s young target group was to be addressed exactly where they spend a large part of their time: on gaming platforms.
If you ask Gen Alpha about their favourite leisure activity, gaming is in first place, with 22%. For Gen Z, gaming is in first place with 19% together with the use of social media. 87% of Gen Z specifically state that they use video games at least once a week. And while they are doing this, they are not only playing, but also socialising.
This results in enormous potential for brands to connect with the young target group authentically.
The platform’s user statistics speak for themselves:
Two aspects were pivotal for the successful launch of ‘essence FUN PARK’:
At the heart of the ‘essence FUN PARK’, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world “Ocean Detox” await them.
All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‘essence FUN PARK’ underlines its commitment to sustainability and beauty.
We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‘essence coins’, players can acquire everything they need, such as paint tools or stylish avatar items from the ‘Chic Chamber’.
The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‘Pick up & Delivery’ and ‘Plant & Grow’ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.
The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‘Make beauty fun‘ has been brought to life.
Play essence FUN PARK here!
Director Web3 & Partner
Just Eat first launched its now famous tagline ‘Did somebody say…’ back in 2019, with a widely applauded brand campaign targeted across Europe. It raised the game a year later, collaborating with Snoop Dogg to put the brand firmly on the cultural map and secured the brand sonic a place in everyday language.
Fast forward to 2022, following a merger to become Just Eat Takeaway.com (JET), the leading online food delivery marketplace had the opportunity to take ‘Did somebody say’ global for the first. time. ever.
Enlisting pop sensation Katy Perry as the new face of the campaign, it wanted to spread joy across 17 markets in 21 different languages.
DEPT® was appointed as the lead digital agency to extend its iconic TV commercial into online and social channels, helping to cement ‘Did somebody say…’ as a ubiquitous slogan around the world.
Spreading joy sits at the heart of the refreshed campaign, which celebrates the excitement and anticipation that’s felt when the idea of ordering food is suggested, while highlighting JET’s capability to supply food that satisfies every craving.
The music video-inspired TV commercial (TVC), created by McCann London, introduced Katy Perry’s fantastical food world, emphasizing the huge range of cuisines and meals available on the food delivery app.
It was DEPT®’s job to translate and extend the “feeling of joy” and “doorbell moments” of Katy’s world into online and social channels, with overarching objectives to:
01 Increase top of mind awareness (TOMA) globally
02 Increase positive brand sentiment by spreading joy
To deliver on the brief, we recognized that digital executions of the campaign had to not just match, but build upon the world created within the TVC, while retaining all of its original joy.
So, we defined three core things our strategy needed to do…
THE WHAT – DELIVER JOY
Joy is a feeling, not an identity
In the very first ‘Did somebody say…’ TV ad, the thought of ordering takeaway is triggered by watching television. But that’s only one of many possible triggers to order take out. It can be when something good happens, when something bad happens, or simply when nothing happens. Our strategy needed to lean into the myriad of ways to evoke that “doorbell feeling”, and make JET the synonymous solution for ordering in when those cravings strike.
THE HOW – A GLOBAL SOLUTION TO LOCAL CHALLENGES
17 markets, each with their own challenges
Taking the ‘Did somebody say…’ campaign global for the first time ever presented a series of new challenges. Creating thousands of assets in 21 different languages, for use across multiple platforms, meant we needed a flexible mechanic that could be tailored to local market priorities, in order to efficiently build creative that was platform-first, easily translatable and distinctively JET.
THE WHO – FOR ALL
If you eat, then you could be a JET customer
The broad awareness-focused campaign objectives meant that we needed universally relevant creative that appealed to a large majority of the category to help build TOMA, drive positive brand sentiment and, ultimately, spread joy.
We unpacked the TVC world into different, distinctive brand elements that we could leverage and weave throughout our digital-first creative to maintain consistency:
01 Put the talent, Katy Perry, front and centre
02 Utilise the power of the track, especially for ‘sound on’ environments
03 Dial up the brand sonic ‘Did somebody say…’ to drive recall and fame
04 All situated in an entertaining, ownable world that is distinctive to JET
Knowing we had limited time to capture social content in and around the main TVC recording, we were prepared to react fast, be adaptable, and work to what we knew Katy Perry fans and JET audiences would positively respond to.
We defined the key creative and production elements that would fuel our ways of working on set in LA, and ensure our content and assets were hyper-relevant to the platforms being utilized:
01 Minimal narrative, maximum impact
02 Fully immersive point of view and transitions
03 Hypnotizing editing techniques
04 Simple messaging, unique platform-first shots
05 Nostalgic and culturally relevant references
Our campaign ideas were structured into three core phases: tease; launch; sustain.
The aim of the tease phase was to drive hype and mystery around Katy Perry’s upcoming collaboration with JET.
We wanted to keep our audience on their toes and the edge of their seats. We utilized Katy Perry’s fan army to fuel the fire of speculation by leaking a mysterious sneak peek into the collaboration, without giving away too much of the track and TVC.
For the launch phase, where we amplified the TVC across all digital channels to drive users to discover the track, we understood that audiences are super savvy. They can tell straight away if they’re being sold to, often within the first second, forcing them to tap or scroll away.
So our aim was to capture attention first, then share our message. This is where our predefined creative and production elements shone, ensuring distinctiveness and consistency to help increase positive brand sentiment.
We put the talent front and centre as planned, capturing 10 unique, social-first edits on set; facilitating a clear connection between the TVC and the first phase of the digital and social launch, while bringing JET’s audience closer to the action at Katy’s ‘home’.
Our aim in sustaining the momentum of the launch was to drive talkability of Katy Perry and the ‘Did somebody say…’ platform, beyond the TVC.
To further amplify the feeling of joy, we extended the campaign by creating 12 globally relatable, social-first scenarios across a five-day shoot.
The scenarios depicted more of the everyday possibilities to create “doorbell moments” and drive home the message that JET is the answer to any ordering-in situation; from having too much washing up, to moving house, or simply running out of snacks.
We also leveraged JET’s AR lens that helped bring the TVC to social in a fun and engaging way, using it to help fuel TikTok remakes of the ad and bringing it to the top of consumers’ minds in an entertaining way.
We rolled out thousands of motion and static performance assets and accompanying copy for the global campaign, hero-ing Katy as well as the wide range of cuisines and meals available from JET’s app.
And we delivered a series of broader digital assets including social headers, GIFs for inclusion in CRM, and on-site assets.
To effectively and efficiently create these in 21 different languages for 17 markets, we leveraged Lightspeed, our proprietary creative automation tool.
Lightspeed combines a data feed containing all content (footage, images, copy, translations, logos), with a library of AfterEffects and HTML templates built based on the needs of different JET markets. The assets are delivered to our proprietary front end tool, allowing JET’s internal teams across each market to review, feedback on or approve each individual asset.
Once signed off, Lightspeed plugs into various ad manager APIs, allowing assets to be set up based on the business needs of that market, all in all streamlining the process and enabling us to produce, deliver and launch thousands of creative assets in hours rather than weeks.
‘Did somebody say…’ featuring Katy Perry achieved incredible results across digital channels, driving 1.2 billion impressions globally and achieving above benchmark results across multiple brand lift studies, social listening and in-flight metrics for measures like ad recall, view through rate and message association.
Twitter dominated mentions throughout the whole campaign, accounting for 75% of the total. Sentiment was predominantly positive (59%) with only 13% negative mentions.
Our purpose-built, social-first creative drove conversation and global TOMA on TikTok’s ‘sound on’ environment, gaining an average (and higher than benchmarks) 7.5% uplift in ad recall across all markets, as well as an average 5.6% increase in brand association.
Brand awareness shifted in most markets, with the Netherlands seeing a particularly high increase of 6.9% and 2.2% in Germany. We also secured an average view through rate of 24.8% across all markets.
Richard Burgess, Global Principal for Brand Digital and Social Media at Just Eat Takeaway
