– Creative & interactive idea on H5 with celebrity influence
– On-target media selection to amplify
– Mechanisms to integrate all channels of BREITLING
With its brand ambassador Daniel Wu, FABERNOVEL created an HTML5 digital campaign for Chinese consumers.
// Read the Press coverage of the campaign on JingDaily
Impressive, intriguing China is all too often dismissed as a source of inspiration for being “too different”. Yet over the past decade, China has undergone unprecedented change as a result of the implementation of protectionist economic policies. No longer the world’s sweatshop, the country is now the international epicenter of technological research & development. This new identity has been helped along by superstars of technology headquartered in vibrant and dynamic cities such as Beijing, home to 40 unicorns and venture capital funds, Shanghai and its financial services, Shenzhen, the Silicon Valley of hardware, and Hangzhou, home to Alibaba’s headquarters.
The Dizzying Rise of WeChat.
Among the giants responsible for this new driving force, one in particular has done more than any other to turn China into a connected country: WeChat, Tencent’s flagship product and backbone. The application snowballed at lightning speed, amassing 100 million users after just 433 days on the market (compared with 1,650 days for Facebook) and helping to create 20.3 million jobs along the way. 1
We estimate that the platform, with its one billion users, now accounts for over half of Tencent’s total value, bearing in mind the company is listed at over $400 billion in market capitalization on the Hong Kong stock market.
The application is shattering records, with a penetration rate on the Chinese market estimated at 92%. The company is on the brink of fulfilling the super-app dream of connecting users to a wide ecosystem of suppliers offering commercial, public services and a unified payment solution, thus upholding its promise to bring users “one tap away from everything”. And the dream is rubbing off on similar applications that are being developed in South-East Asia, such as Grab in Singapore and Go-Jek in Indonesia.
“Making a doctor’s appointment, ordering a taxi, booking flights, sending money to your loved ones, divorcing, paying your electricity bills and taxes, sharing photos with friends – anything’s possible when you’re a WeChat user.”
Looking back, the secret to its success becomes clear in the five key strategies that WeChat’s founders were able to roll out.
WeChat is the result of a successful pivot strategy.
In 2010, as Apple’s iPhone celebrated its third anniversary, Tencent was a household-name player dominating China’s social media market thanks to its QQ Messenger platform (650 million users). QQ went even further, providing an ecosystem of services accessible online. Aware that new mobile applications would be emerging, that QQ risked losing its place as the market leader, and that instant messaging applications were booming across Asia and the West, Tencent was faced with the innovator’s dilemma described by Clayton Christensen, in which established players hesitate in the face of groundbreaking innovations. And this hesitation can prove fatal. Tencent resolved this dilemma by launching an internal innovation competition, among other things. Future WeChat founder and QQ Mobile’s Research Director, Allen Zhang, won the competition along with his team. After a few months of development, and once Tencent was confident the new product’s features met market standards, QQ’s user base was connected to WeChat. WeChat came into being on January 21, 2011, with a ready-made pool of 650 million potential users.
More than just a distribution channel, WeChat is a turnkey solution to everyday inconveniences.
In order to get the app into Chinese households, WeChat put resolving everyday annoyances and inconveniences experienced by Chinese users at the very heart of its product and user experience. In 2014, it digitalized the ancient Chinese ‘little red envelopes’ tradition, in which people gift money to loved ones for special occasions. In doing so, WeChat secured its lasting position as an indispensable feature in its Chinese users’ lives.
“Being a product creator is like being in a relationship with the users. Otherwise, it’s only a business transaction. Product managers must have big hearts.”
Allen Zhang, founder & CEO of WeChat
Just as Native Americans used every last part of a buffalo, WeChat managed to take advantage of every single smartphone function, from cameras, accelerometers and GPS to screens, pedometers and microphones, to meet users’ hunger for mobile features, while creating new uses that are now standard, such as ‘Shake’, by propagating the use of QR codes on a mass scale, and by investing in the voice-based features of the future.
WeChat developed an ecosystem in which value is dynamically balanced.
Designed like a digital Swiss Army knife, WeChat provides seamless access to an array of different services, connected through a fluid user experience. This emphasis on service quality is mirrored in its business model: unlike Facebook, WeChat doesn’t rely on algorithms aimed at capturing users in its app as long as possible. Above all, advertising is not of the key to the app’s profitability. WeChat draws the bulk of its revenue from the transactions generated by its partners. Finally, it is a campaign’s creativity and tendency to go viral that determine a brand’s visibility, rather than the size of its budget.
Tencent uses WeChat as its secret weapon in expanding and diversifying to compete with Alibaba.
To do so, WeChat has rallied around allies such as Didi, JD.com, Mobike, etc., which the company picks and then promotes on its platform. Its partnership strategy takes things one step further: it identifies its ecosystem’s rising stars, plucks them out of the network and gives them a leg-up, as was the case with Pinduoduo (a social/shopping app) founded in 2015 and now worth an estimated $24 billion.
Originally intended for the Chinese market, the question of whether or not WeChat can be exported remains to be seen.
After an initial failed attempt in 2012, WeChat hasn’t given up. With its penetration rate of 92% for the Chinese market, the key to its financial growth lies in whether or not it can expand internationally. And to do so, WeChat has two options. It can try increasing its value per existing user by rolling out services for Chinese tourists and the diaspora. It can increase its user base by tackling well-established giants head-on on their own turf (GAFA and unicorns), or it could venture into new regions, such as South-East Asia. In this area, recent statements regarding Africa made by Jack Ma, founder of Alibaba (Tencent’s main competitor), may well be a harbinger of the next tech battles.
Paris, 25 October 2018
FABERNOVEL has acquired creative agency Le Side Car and is launching FABERNOVEL STORIES
FABERNOVEL recently completed the acquisition of Le Side Car, a creative agency that specializes in supporting start-ups and major groups’ innovation projects, and has announced the launch of its new business unit: FABERNOVEL STORIES.
Founded in 2015 by Luc Dagognet, Le Side Car offers a unique model which encompasses developing communication and storytelling strategies, experience design and brand identity development, and designing creative and effective campaigns. Le Side Car’s team of 12 professionals (strategy planners, copywriters, art directors, business development managers) has worked with over 80 clients, including Waze, Txfy, Foodchéri, Balinea and Qonto.
This acquisition is part of FABERNOVEL’s overarching corporate strategy. The digital service and product group aims to support major organizations in their transformation, from resource allocation and strategy development to new product and service launches and now developing and executing high-impact messages that are key to their adoptions.
“Today, major organizations are reaching maturity in how they approach the challenges inherent to change. They’re putting more and more of their budget into these aspect, and will continue to do so, as was demonstrated by the recent Gartner study. But this investment will remain fruitless if the products and services they create don’t attract their target market, whether users or consumers. We acquired Le Side Car as a way of assisting these market leaders in rolling out their engagement and communication strategies. And because we’re digital experts at heart, we’re drawing on digital culture and creativity to do so,” explains Stéphane Distinguin, founder and CEO of FABERNOVEL.
“FABERNOVEL STORIES is the next logical step in FABERNOVEL’s goal of supporting companies in their transformation – every step of the way”.
“FABERNOVEL STORIES is a creative agency that was founded to squeeze every last drop of potential out of new technological opportunities, combining strategic precision, creative freedom, and the ability to work quickly and with a huge range of formats. We’re advertising people, we cut our teeth in tech, and now we’re here to fuse great storytelling with high-impact results, drawing on all the skill-sets and expertise the FABERNOVEL group represents,” adds Luc Dagognet, CEO of FABERNOVEL STORIES.
About Luc Dagognet, CEO of FABERNOVEL STORIES
Luc spent six years at BETC (Havas group) as a Senior Strategic Planner (Crédit Agricole, L’Oréal, Danone, Skyteam, Mondelez) before being appointed Head of Development at BETC Content. In 2015, he co-founded Le Side Car.
As a result of this acquisition:
– The entire Le Side Car team will be joining FABERNOVEL STORIES.
– Luc Dagognet, CEO and Creative Director at Side Car, will now be CEO of FABERNOVEL STORIES.
– FABERNOVEL will be taking its first steps in the creative agency market, the final link in the value proposition chain and key to supporting companies through change.
About Le Side Car
Founded in 2015 by former BETC (Havas) employees, Le Side Car is a creative agency made up of 12 experts with a combined portfolio of 80 clients, 80% of which are start-ups, and 20% of which are major groups in strategy, production, copywriting and art direction. Soon after it was first founded, the agency worked with Waze, Balinea, Qonto and Txfy, supporting the companies with communication strategy, identity and creative campaign roll-out.
Today, Le Side Car stands out on the Parisian creative agency scene through its flagship projects and breakthrough innovative campaigns for major brands.
Founded in 2003 by Stéphane Distinguin, FABERNOVEL is a full-stack consulting and creation group for digital products and services that has been working for 15 years with major international groups, including more than ¾ of the French CAC 40 in their cultural and digital transformation and innovation trajectory. FABERNOVEL currently gathers 400 employees on 3 continents (US, Europe and Asia). Its Designers, Engineers, Developers, Data Scientists and Analysts all enact their values and solutions to develop their clients’ business and offer users, customers and collaborators simple, high-tech and engaging experiences that respect their personal data. FABERNOVEL also creates and supports start-ups such as Digitick, KissKissBankBank,
Share your Office and, more recently, Urban Campus. In a world that is changing ever-faster and a “winner takes all” attitude is the default setting, FABERNOVEL’s mission is simple: to distribute the future in the most open and equitable way.
Zineb Akharraz Torikian
Tel.: +33(0) 6 37 43 93 25
Tel.: +33 6 25 59 63 23
FABERNOVEL was proud to join the first NIO Capital CEO Summit in Shanghai yesterday.
NIO capital invest in fields such as electric vehicles, autonomous driving, shared mobility, new energy network, new materials and more.
(photo courtesy of Nio Capital)
Proud to be warmly welcomed by Ant Financial this week in Shanghai.
With USD 150 billion, Ant is the largest unicorn in the world and now worth more than Goldman Sachs and Barclays combined. Alipay, its payment arm, is running in 27 currencies throughout 200 countries and serving over 60 million stores worldwide.
To date, the company served 42 billion insurance policies and its mutual fund open platform became in less than 3 years the largest in the world. Moving as a tech company, 65% of its 10,000 employees are IT engineer profiles, the AI team itself accounting for 600 persons.
Definitively a very impressive company to work with!
Paris, September 20th, 2018
FABERNOVEL OPENS SINGAPORE OFFICE TO BOOST ASIA PRESENCE
FABERNOVEL has announced the launch of an office in Singapore, allowing it to firmly establish itself at the heart of one of the most bustling and innovative locations in the region.
Singapore, a global innovation hub
Ranked 5th most innovative country according to the Global Innovation Index 2018 and leading Smart City in the world, Singapore is the international hub for innovation and new technologies. Today, Singapore is home to 4,300 tech startups, over 400 incubators and venture capital firms, and attracts talents, researchers and entrepreneurs from all over the world owing to its high level of investment in fields such as artificial intelligence, blockchain and cryptocurrencies. Regarded as the Asian Silicon Valley, Singapore is internationally renowned as a forerunner, particularly in the fields of Fintech, Healthtech and mobility.
Singapore, gateway to the next billion internet users
Southeast Asia is a nexus for digitalization and a sharing economy. With a young and dynamic population of 652 million inhabitants (60% is aged below 35), the region has been triumphed over by brands and platforms (led by GAFA and BAT), which are engaged in a relentless war to spread their practices. With 90% of internet access from mobile phones and 600 million smartphones expected by 2025, Southeast Asia is the cradle of the next billion web users.
The region is equally experiencing a revival of consumption practices: e-commerce is growing exponentially (+41% growth on average annually between 2015 and 2017); mobility is increasingly viewed as a service: mobile payment solutions are emerging in the region where less than half of the population has a bank account.
After Shanghai in 2017, Singapore in 2018
The establishment of the Singapore office demonstrates FABERNOVEL’s willingness to support major international groups with regard to their innovation and digital transformation strategies in Southeast Asia. The move is in extension to the launch of the Shanghai office in 2017, following the acquisition of the VELVET Group. Sylvain Joandel, former member of the management team of the Shanghai office, has been appointed as General Manager of the Singapore office, reporting to Patrice Nordey, CEO FABERNOVEL Asia.
The expertise developed by the Singapore team on the particularities of Southeast Asia complements that of Shanghai on the Chinese ecosystem, thus allowing FABERNOVEL to serve its clients through an international approach with local relevance. In Singapore, the FABERNOVEL teams will rely on a solid base of major client accounts, which have already entrusted them with a series of strategic and digital transformation projects since January 2018. They include international players operating in the luxury, beauty, hospitality, travel, energy and retail industries.
Stéphane Distinguin, Founder and CEO of FABERNOVEL
“Historically based in Paris, San Francisco and Lisbon, FABERNOVEL has decided to step up its international development in the past two years with launches in New York in 2016, Shanghai in 2017 and Singapore in September 2018. Each time, we bet on supporting an entrepreneur who is already established and highly conversant with the region. The next phases of our development should lead us to other continents, Africa – particularly – set to be the global growth driver and innovation stronghold.
Sylvain Joandel, General Manager of FABERNOVEL’s Singapore office
“The presence of FABERNOVEL in Singapore, at the heart of Southeast Asia, will allow us to provide our international clients with privileged access to this innovation hub in order to grasp, to draw inspiration and to benefit from the budding opportunities in the region.”
Sylvain Joandel has 9 years’ experience in digital consultancy and marketing. After almost ten years in China, he recently relocated to Singapore to extend FABERNOVEL’s reach in Asia. He provides day-to-day support to multinational firms on digital transformation aspects, by offering strategic advice as well as through programs that blend leadership and digital aspects, designed to engage their teams and help them navigate their corporate culture transformation.
Sylvain began his career as international consultant for the Ministry of Foreign Affairs and helped organize scientific summits during the 2010 World Expo in Shanghai.
Founded in 2003 by Stéphane Distinguin, FABERNOVEL is a full-stack consulting and creation group for digital products and services that has been working for 15 years with major international groups, including more than ¾ of the French CAC 40 in their cultural and digital transformation and innovation trajectory. FABERNOVEL currently gathers 400 employees on 3 continents (US, Europe and Asia). Its Designers, Engineers, Developers, Data Scientists and Analysts all enact their values and solutions to develop their clients’ business and offer users, customers and collaborators simple, high-tech and engaging experiences that respect their personal data. FABERNOVEL also creates and supports start-ups such as Digitick, KissKissBankBank, Share your Office and, more recently, Urban Campus. In a world that is changing ever-faster and a “winner takes all” attitude is the default setting, FABERNOVEL’s mission is simple: to distribute the future in the most open and equitable way.
Zineb Akharraz Torikian
+33 6 37 43 93 25
+33 6 80 38 61 96
HAX, the leading hardware startup accelerator, is located right in Huaqiangbei, the major electronics manufacturing hub of China. Shenzhen is definitively the Silicon Valley of Hardware! Looking for new cooperation with FABERNOVEL.
Thanks to our guests for joining the FABERNOVEL Tour at SLUSH Shanghai 2018. It was fun!
FABERNOVEL is a global innovation agency committed to empowering companies to create a lasting cultural shift and knowledge base to act upon.
We bring the thought leadership of a consultancy, the creativity of an advertising agency and problem solving strength of a technology company.