CHALLENGE
How do we become more relevant to people in their 20’s?
TV 2 Danmark A/S is the company behind Denmark’s most watched TV channel and channel family. Like the rest of the market, TV 2 is experiencing increased competition from international streaming services, which has particularly influenced their reach and share among young people. In order to reverse this trend TV 2 has launched initiatives that places young people at the heart of decision making and content creation. TV 2 has on several occasions asked PIGMENT to provide them with deep understanding of what it means to be in your 20’s today and to identify new opportunities for the TV 2 family.
APPROACH
Building empathy through deep understanding
TV 2 wanted to build empathy for people in their 20's within TV 2, so that this empathy would inform decision making on all levels. In order to do so we let the young people tell their stories in their own words with videos and pictures.
We purposefully put aside our own experiences and worldviews, and let the young people determine what to empathise and talk about. They gave us access to places and streams of thoughts they do not share on Instagram or in focus groups through video diaries, and showed us their routines at ethnographic interviews. Along the way we also tested content, and gave recommendations for future initiatives based on real peoples intrests and behavior.
The new customer understanding has been shared through workshops and is now applied to content creation, planning, communication, and strategies. It takes courage to be truly explorative, and we thank TV 2 for the trust.
“We have been really excited about our collaboration with PIGMENT. From the very beginning they have been able to understand our challenges and needs, and they brought to the table a completely new and inspiring research design that challenged our conventional ways of doing things. We are glad we followed their advice, and we are very satisfied with the professional dialogue during the projects, as well as the final deliveries, which are extremely well written and a great design. We will collaborate with PIGMENT again!”
Case Innovation Capability
Building a moonshot mentality at Aller
CHALLENGE
How DO WE develop a Moonshot mentality?
Aller is the leading publisher of magazines and tabloids in Scandinavia with more than 2,6 million Danish readers every month.
Aller is experiencing increased competition for the customers’ time from bloggers, social media, streaming services ect. CEO Lars Sander Matjeka has launched new initiatives to boost the internal innovation capabilities and to develop new growth areas. The new initiatives are highly inspired by the Silicon Valley phenomenon Moonshot, and Aller asked PIGMENT to kick start the process.
APPROACH
A human centered and structured approach to innovation
The project team consisted of talented people across the organisation that were given a budget, a strict deadline, a direct line to the CEO, and in return they had to develop a new business opportunity with growth potential.
We introduced the team to our simple 5 step process and provided them with the necessary knowledge to go through each step. We taught the team the fundamental rules of an innovative culture and our approach to business development. The project team did not lack ideas, but needed tools that would help them mature, select, discuss and refine the ideas, and we introduced them to a new way of working, which they can apply to future moonshot initiatives.
Collaboratively we took the first step on an exciting journey towards a more agile and innovative culture at Aller.
“We have been incredibly pleased with the entire process PIGMENT took us through and especially the structured way they helped us refine our ideas! - It has been a crucial learning for us at Aller.”
CASE: INSPIRATION AND TOOLS
targeting dietary advice AT people 65+
CHALLENGE
How DO WE communicate specific dietary advice to PEOPLE 65+ ?
In 2016 the Danish Veterinary and Food Administration (DVFA), part of the Ministry of Environment and Food, updated the official dietary guidelines with supplementary dietary advice for citizens 65+.
In order to create behavioral change DVFA acknowledged that they needed to communicate more in depth, and PIGMENT was invited to help kick start the new way of thinking about and communicating to the target group.
APPROACH
Contextual research and actionable guidelines for targeted communication
DVFA knew they had to communicate the dietary advice more focused, but they wanted to know more about how they could make them more appealing and relevant to the target group. Communicating to people about getting older can be tricky and quite sensitive. Often people don’t define themselves by their age, and don’t even realize that they are the target group of the information. Instead PIGMENT identified some of the most important consumer trends that shape how the target group see themselves and behave.
We dug deep into the lives of people aged 65+ through contextual research, and introduced current market examples that made it easy to grasp how the consumer trends could be exploited. All of the information was translated into actionable guidelines that are shared and used in the project team.
“We were inspired to think about the target group in a new way. And by people that are practiced in challenging more conventional ways of thinking.”
CASE: BUSINESS GROWTH OPPORTUNITY
Identifying new opportunities for BAVARIA (Coming up)
