Bricleir | Unmet Need: "Imagining a World Without Ads in AMA (Asia,
Unmet Need: "Imagining a World Without Ads in AMA (Asia, Middle East & Africa)"
Procter & Gamble
Closed: Submissions closed on 3/25/2021
Partnership initiative

Business Background: 

People have long predicted the end of advertising as we know it, some going as far as to predict a world with no ads! And while it is unlikely that ads will completely disappear, systemic changes in the way we access and consume content are forcing brands to rethink how we advertise and engage consumers. Even more, Covid19 accelerated the shift to online. But gaps still exist on brand communication -- people can’t touch/feel/smell the products, and don’t have access to the instore advisors they are used to. Moving forward, brands will need to change their approach from creating ads that block/annoy consumers from getting to the content to become a seamless part of the content and experiences that consumers desire. 

Business Challenge / Needs Definition: 

P&G’s brands would like to explore the future of advertising to rethink how our company engages consumers today. How might we use alternative communication models and brand experiences to be more useful and more interesting to our consumers? How might we reach the right consumer at the right time with relevant, interesting and helpful messages from our brands? We are seeking new communication methods, new ways of engaging consumers, and ways to create novel brand experiences. We want to partner with new technologies and solutions that can help us navigate the future of a world without ads. 

There are 4 key areas where we would like to focus on finding innovative solutions: 

  • Immersive Experiences – In what ways can we deliver a rich and seamless experience of our brands and their benefits to consumers? How can we digitize sensorial experiences? 

  • AI-powered Personalization – How can we use data better to build a stronger, personalized relationship with consumers? How can we replace the in-store advisors that are prevalent in AMA with credible and warm digital advisors? 

  • New Ad Models – How can we find new/interesting/useful ways to reach customers? Some topics cannot be aborded openly through mass communication. 

  • Social Commerce – How can we reach customers on the social platforms they use every day and create engaging and seamless shopping experiences? 

The regional focus of this brief is AMA and pilot activations will initially be focused on the Australia, India, Japan, Korea, Saudi Arabia and Singapore. Startups applying must have a presence or the ability to immediately activate in at least one of these countries, but ideally across the AMA region

ROI expectations

The Ask:
If you have ideas and supporting technologies that you believe can deliver disruptive services & solutions to this challenge, we want to hear/partner with you. Where there is a good fit, we are looking to drive agile in- market pilots in Europe with the goal of scaling successful services & solutions. All ideas and submissions will be fully reviewed by our team.

Relevant technology domains may include, but are not limited to:
• AI-Powered Personalization
• Augmented & Virtual Reality
• Virtual Advisors & AI Assistants
• Interactive / Live Video
• Personalized Content
• OTT advertising and brand integrations
• New Ad Models, such as ads for good, rewarded ads, blockchain ads
• Next-gen influencer marketing and virtual influencers
• Social Commerce & Livestream Commerce
• Telehealth & Remote Diagnostics
• Pop-ups & Experiential retail
• Smart packaging

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