Quinny 'Urban Parents Community' Case

1. Mobilizing Urban Parents Around the World Tom De Ruyck | Managing Partner, InSitesConsulting

2. Urbanization is a trend we can’t beat

3. On a questfor universalinsights

4. Immerseinto the world • of the Urban Parent InspireentireQuinnyteam Understand dailychallenges Context: mobility

5. 120 urbanparents 7 cities 3 weeks 2900 posts Urban Parents Consulting Board

6. Challenge #1 Languages London Berlin Global generation Attitude Skills Seoul New York Tokyo Kuala Lumpur Sao Paulo

7. Challenge #2 Context Engagement Different feedback Higherrelevance 65% 2x more visuals 47 vs. 87 words

8. Challenge #3 Engagement Hi! We’re part of the Quinny team Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay! By Asyikin, Kuala Lumpur

9. From data touniversalinsights In-sight |’in.sit|

10. #1 My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle

11. The City for Life Parent Clarissa Even with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable.

12. #2 Besides experiencing the dynamics of city life, I want my children to go ‘back to basic’ and not forget about the authentic things in life such as nature

13. 2. Going back to basic Starlitsky My daughter loves being outside, so much so that if she wants to go play outside, she will get her shoes and have me put them on and the get my shoes and try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground she just loves being outside.

14. #3 The city can be quite impersonal and I don’t want my children to grow up thinking there are no people who care about them”

15. 3. The Modern Family My parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family. Sontschi Supersavvy Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language.

16. #4 Although we live in such a big and sometimes anonymous city, I really want my children to feel safe and at home in our own neighborhood

17. 4. Gettingaround Bigmamabrown Routine trips are to the store, up into town to meet friends, to baby groups and group activities. If we’re staying local, we use the stroller because Iz LOVES to face out and stare at people as we pass, nosy little biddy.*lol*. We have regular play groups in our area, they’re very important for her socialization and for my sanity! Some of them have music and singing, all of them have friends for her to play with, and we love them.

18. And…Action! Connecting Dorel With Urban Parents Engage| Inspire | Act

19. Creatingpositivedisruption Urban parents have manyreasonsforloving the city life, but whatreason do parentsmention most oftenwhentalkingaboutwhytheylike the city? Goodschooling Wide offer of activities Manyopportunities

21. Impact: Repositioning the brand

22. From looks to skills, from me to we SKILLS ME WE LOOKS

23. New social currency

24. New product innovations Prioritize product ideas Guide internaldiscussions

25. The story of the • longboardstroller Partner Studio Peter van Riet Viralcampaign OVAM Eco Award PRO 2012

28. @tomderuyck Thank you! Questions?