Interaction, how to move from eye to hand?
From spectator to actor, at LNR - La Nouvelle Renaissance we decided to make the New Renaissance our struggle. To move from the eye to the hand, we turn disruptions into opportunities by placing interaction at the heart of our profession.?
A change of approach, of strategy, of method.
How can we move from communications we look at, to communications we manipulate?
01. VIEWPOINT
For a long time, the advertising model wasn't suited for interaction. An old advertising model where brand, agency and consumer were organized as issuer, intermediary and receiver. This historical model drew its strength from the most famous of all advertising concepts: Exposure.
But the digital revolution changed this old paradigm. By empowering the brand and the consumer to communicate directly, the role of the agency was left behind. The relationship between brands and consumers has changed. People do not only want to consume or be exposed to what the brand has to offer, they want to communicate, to contribute, to co-create.?
In this horizontal model, where exposure is no longer the key to success, a new vision has structured the industry, helping brands and consumers interact. This new model draws its strength from what we believe is to become the key advertising concept : Consumers want to interact.
A new model that now can't be ignored,?already initiated thanks to interactive logic such as Slack , Spotify , Doctolib , Uber eats , Mapstr or Tricount .
02. DISRUPTION
Yet, interaction faces a major societal issue. People want more action, adventures, encounters, experiences, but?without effort, risk or failure.
A self-preservation reflex, a form of individual conservatism amplified once again by the increasing use of digital technology in our everyday lives. A reflex with consequences, which we've all experienced already:
? Increased frequency of interactions?
? Increased quantity of interactions?
? Increased renewal of interactions
This vertiginous growth and these rapid and repeated gains flatter and convince the consumer to commit to the virtual path. But these quantitative benefits come at the expense of an essential aspect of everyday life.
?? Lack of proximity
?? Degradation of sincerity
?? Loss of intimacy
The importance of these aspects in the life of consumers is undeniable, yet one can easily conceive how they can't be increased, augmented or accelerated.
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03. DEMONSTRATION
These results are already part of our daily lives.
? Quantitative benefit: Hundreds/thousands of friends, just a few clicks away.
??Qualitative loss: Distant, poor and often ephemeral friendships.
? Quantitative benefit: Hundreds of new singles profiles every day.
??Qualitative loss: A practical, consumerist approach to relationships.
? Quantitative benefit: All colleagues, just a click away, instantly.
??Qualitative loss: Less spontaneous and human interactions.
No doubt: quantitative benefit has taken hold of contemporary society. This has become an economic model, shaping the interactions and lives of individuals.
But one question remains: is this reality desirable?
Our conviction: Interaction, yes, but not at all costs.
For consumers: in the short term, it satisfies their fears and flatters them with huge quantitative benefits. But in the end, consumers will always turn away from it to “refocus” on the quality of essentials.
For brands: as for individuals, this model presents many advantages. Nevertheless, to remain present throughout their consumers’ lives, brands need the ability to constantly renew their approach.
At LNR - La Nouvelle Renaissance , we're committed to create the long-term brand-consumer relationship framework.
A change of approach, from eye to hand.
A change of strategy, from exposure to interaction.
A change of method, in our next article.
?? Stay connected to discover how we use interaction in our next article.
At LNR - La Nouvelle Renaissance , we transform creative, technological and societal disruptions into opportunities for brands. Would you like to join the movement? Find out more about our agency, on our website: https://lnr.agency/
Strategic & Visual storyteller Presently exploring new perspectives
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