John’s Phones are a global success and triggered a social media viral around the world, reaching millions of people. John’s asked Koos to help them turn their success formula into an innovation plan for new ‘John’ products.
Results:
A solid innovation roadmap for the next few years to grow John’s into a major global player.
Project:
Brand strategy
Customer segmentation
Customer Journey Mapping
Innovation Roadmap
John’s phone, a new rebellious start-up
John’s phone was created and designed by the advertising agency John Doe Amsterdam in response to the launch of a new smartphone equipped with a 15 megapixel camera. Somehow this rebellious idea of iconic simplicity was quickly embraced by fans all over the world. From Europe to China people twittered and blogged about John’s and even the elderly started writing postcards to inquire for more information.
This success encouraged John to make a lot more iconic and simple products. The question to Koos was; ‘where to start?’.
How we did it
Creating new products is a piece of cake. Creating new products that capture the true essence of John’s is more difficult. And creating new products that truly fit the needs and context of the worldwide John’s customer is even harder.
First we started to map John’s unique values to build a brand vision for the future. Secondly we looked at the main motivations to buy a John’s to determine our key customer. Looking at all different trends in combination with our brand and key customers we build ‘opportunity domains’ giving direction to the development of future products and services that would help John to reinforce and expand it’s vision of iconic simplicity into the world.
The whole John’s team went through the process together to create a shared vision and understanding of the direction for the future. During the next year Koos will help John’s to explore and execute the innovation plan we’ve mapped out together.
Results
Next to a brandmodel, customer segmentation and innovation plan, the John’s team now has all the tools they need to take the next steps into the future.
“Koos gave us the feeling we’ve been on the right track while we couldn’t really point ourselves into the right direction. Now we have all the materials to keep ourselves sharp and get all stakeholders up to speed in a split second”
“Everyone in our business now has the same vision and starting point. Not every company thinks about it’s direction this intensively.”
“Every starting company sooner or later requires Koos’ deliverables to make the next step”
What we’re really proud of
We at Koos are especially proud of how the results are accepted and used within the company; the results including A1 posters are carried with pride to every stakeholder meeting. We truly believe that we gave this rebellious start-up all the tools and direction they need to become a global player. Keep an eye out for them in the future!
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