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Trends in human mobility
 

Trends in human mobility

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Check this presentation to discover how trends in human mobility can mobilise your brand. Our semiotic team outlined the Meta mobility notion, the 4 tensions affecting consumers, examples of drivers ...

Check this presentation to discover how trends in human mobility can mobilise your brand. Our semiotic team outlined the Meta mobility notion, the 4 tensions affecting consumers, examples of drivers and macro trends and the opportunities for brands.

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    Trends in human mobility Trends in human mobility Presentation Transcript

    • Trends in human mobilityand how to mobilise your brand 1
    • From Mobility to Meta MobilityPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 2
    • During prehistory, mobility was a very simple andbasic notion…a matter of life and death. hunt socialize migrate to feed in order to to a better the tribe reproduce climatePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 3
    • Mobility opened up new worlds of opportunities,generating new challenges and risks at the same time. new opportunity = new riskPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 4
    • Mobility meant‘move further andevolve’ to survivePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 5
    • In the stone age, Mobility was alinear and bi-dimensional notion:a concept related to space and timePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 6
    • So, what haschanged today?Technical and human evolution, science andtechnologies have progressively changedthe how we think about mobility. 7
    • Mobility empowers human beings Creating a multi-dimensional and multi-faceted world Redefining our relationship with time, space and ourselves Driving us to an era of Meta MobilityPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 8
    • The Meta Mobility Context 9
    • What is Meta Mobility ? Meta Mobility is not about just about being hyper mobile It’s not just about using technology to access information on the move Meta Mobility is a dynamic and holistic way of understanding how consumers view the challenges and opportunities of an increasingly mobile society Meta mobility is about the tensions that are created between our incredible desire for empowerment and our natural inclination for moments of truth and authenticity and simplicityPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 10
    • We have identified 4 central tensionschange stabilityanywhere somewhereouter centricity inner centricityseamlessness experiencePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 11
    • change stabilityCulture of instant, Culture of slow, enduringephemeral and new and timelessnessRenewal, novelty, constant Step back to refocus, takechange and evolution the time for thingsTime distortion and redefinition Unchanged good moments are preciousPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 12
    • Manifestations | change vs. stabilityInstant SlowFast virtual shopping Fast & fresh on the go Slow Movement Neighborhood deliveryHome Plus (Tesco) in Fast & natural food chains Starting with Slow food, a Increasing number of smallKorea allows to fill a see no slowing down. Fresh concept that continues to food businesses prefer toshopping basket from an ingredients with a short life appeal to consumers and create a stronger link with theirinteractive wall in the have become synonym of restaurant owners. – and now consumers and to deliver onlymetro station. The healthy food far beyond, with more than in the neighborhood in ashopping is directly 500.000 entries on Google sustainable way (bicyle,delivered home as quickly under slow movement, electric car or bike etc). Veryas your metro ride. praising life at a slower pace. A popular in UK and France senior manager at IBM even launched the slow email movement. After “In praise of slow” Carl Honoré launched a new book called “Under Pressure” at the origin of the slow parenting movement.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 13
    • Brand communications | change vs. stabilityInstant SlowCoca Cola light, SNCF – Rayban Never Hide – Schweppes –interactive outdoor ad mistery box tomato battle Slow motion adA talking ad that reacts to A misterious travel box Savoring the preparation as All the details that slow motionthe situation and speaks placed in Palais Royal, Paris much as the moment. allows to capturedirectly to the person with a red botton in the http://www.youtube.com/watch http://www.youtube.com/watchpassing in front middle, asking people if they ?v=iSZ9AcR0KdM ?v=pRFfJJjLpqw could leave right now wherehttp://www.youtube.com/w would they go...atch?v=h46CGH-0r5I&feature=player_emb http://www.youtube.com/watcedded h?v=94MvHBmlEHIPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 14
    • Manifestations | change vs. stabilityEphemeral and always renewing Enduring and enrichingPop up … Mobile, temporary structures Long term urban shifts Luxury cathedralsStores, brand corner Re:START’s shipping crates Greener cities – close up of big Luxury brands createshops, restaurants, bars, converted into retail centers in highways to recreate urban / glamorous and sophisticatedhotels….everything is New Zealand pedestrian space, huge structures for their flagshiptemporary, changing success in San Francisco and stores, these places becomeplaces and never lasting Shipping containers converted ongoing in many US cities shopping (and visitors)in its original form into student houses in the destinations, they also host art Multiplying city symbols: giant Netherlands and in Canada galleries, restaurants to drive projects by world renown even more traffic architects to raise cities” prestige and to attract more visitorsPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 15
    • Brand communications | change vs. stabilityEphemeral EnduringT-Mobile – Hermes – Chrysler – Imported Hermes –dance flash mob Scarf Pop Up store from Detroit campaign a tribute to CraftsmanshipThe very concept of flash A pop up shop and exhibition How to retrace a city’s history, The 2011 “contemporarymobs is to focus on the for scarf tying and stylizing - with high and lows and craftsman since 1832”present, to point a precise lesson and photo sessions. generate a sense of belonging campaignmoment in time and and pride « les mains d’Hermes »Shortdisappear right after http://www.youtube.com/watch movie celebrating Hermes’http://www.youtube.com/w ?v=SKL254Y_jtc craftsmans, their savoir faireatch?v=VQ3d3KigPQM which is passed by one generation to the next one and their passion for hand made perfection.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 16
    • Manifestations | change vs. stabilityNow TimelessTwit before you think Fast fashion cycles The power of celebration Coca Cola 125th broadcasted anniversaryThe thirst for giving & Fashion changes faster than Very traditional events like the FMCG are now part of ourgetting always new news ever, we can follow it by royal wedding continue to shared culture and brands likemight be dangerous checkign the raise and fall of attract viewers but today they Coca Cola have made a big fashion icons, the fashion faux- can benefit from a large media fuzz around their anniversary,Unappropriate twits pas and short fashion life coverage: It has been seen with a tremendous amount ofprovoke strong reactions cycles worldwide from hundreds of events, communication, PRand grow a gap between millions people, and it broke all etc in every countryfashion designers and previous online live streamtheir brands, like for records..Stefano Gabbana orKenneth ColePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 17
    • Brand communications | change vs. stabilityNow TimelessCitroen DS3 – McDonald’s – Chanel, summer 2011 Tiffany campaignanti retro campaign come as you are campaign campaignhttp://www.youtube.com/w A pan European campaign Celebration of real life moment After all. After the dance, afteratch?v=sht9EJ05x0Y focusing on proximity with that become mythic – eg the cake, after today, after consumers across their sharing meals, pic nic tomorrow a Tiffany diamond multiple facets ring timeless perfection forever after. Hold on. A Tiffany celebration ring captures your feelings for all times. http://www.youtube.com/watch ?v=Ec6DIh1OSo4&feature=fv wp&NR=1Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 18
    • anywhere somewhereCulture of On-the-go Culture of real and onejourney and global place experience and localEasy access to global and Emphasis and importance ofvirtual cultural landscape the place and momentNowhere and everywhere Looking for local specificitiesPlace and space don’t matter Place comes firstPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 19
    • Manifestations | anywhere vs. somewhereEverything On-The-Go One Place, One Time ExperienceHealth apps Life organisation New tourism goes extreme Nectar & Pulse –Many health applications Services like mobile me and Including visiting places that Your local soulmateare launch to help people Google Calendar allow you to have been affected bymonitor and diagnostic organise your life in a seamless catastrophes A selective of creative andtheir own health. Many of integrated way, syncing the info The site of the worst nuclear edgy individuals giving theirthem are based on iPhone across all of your digital accident in history will be a own perspective and tips onand Android systems. devices. new tourist attraction, the their cities to get a more Ukrainian government immersed and typical announced. The area around experiences. Chernobyl is scheduled to open to visitors next year.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 20
    • Brand communications | anywhere vs. somewhereEverything On-The-Go One Place, One Time ExperienceLG GW620 Subway - No more Lonely Planet – The North Face –Ad promoting the new LG queuing for Sandwich Friends of Friends Never Stop ExploringGW620 Smartphone Subway now enables you to Lonely Planet developed an The North face advertisingembodided as an order your sandwich by text so application on Facebook to and brand positioning abouteveryday friend that helps you don’t have to wait help you contact friends of one time experiences in themake the world more friends that live in a specific best mountain spots aroundfamiliar. area of the world that you’re the worldhttp://www.youtube.com/w about to visit. That way you’reatch?v=tDcwcRA_43k sure to discover the place with locals for a more immersed experience.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 21
    • Manifestations | anywhere vs. somewhereJourney DestinationNexpedition – Couch Surfing Phantomcity.org – A Rendez-vousa custom-made Smartphone app on en terre enconnue Couch surfing has grown soMYSTERY TRIP based rapidly because it embodies a futuristic places in New York A TV show that proposes to aon your travel sign revealed as you visit the site celebrity to go somewhere and new way of travelling where the share the life, traditions, travelling experience itself is A collection of visionary culture of local peopleYou find travel sign, we somehow more important than architectural projects for Newbuild you a mystery trip, the actual destination. York City which are unlockedwe reveal your itinerary one by one when users of theday by day, you have an app visit the site.amazing adventurePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 22
    • Brand communications | anywhere vs. somewhereJourney DestinationRenault Scénic – Bacardi Mojito Cup Le Petit Futé Easy Jetle tour du monde des The tourism guide brand has Like most low cost airlines, 4th edition of the Bacardi Mojitolapins cretins Cup, a world tour of bars to launched a tourist guide Easy Jet advertising focuses specifically on fair trade on the destination, and howhttp://www.youtube.com/w host a contest around mojito tourism little expensive it is to get thereatch?v=yYG6AiiJgfQ cocktailsPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 23
    • Manifestations | anywhere vs. somewhereGlobal LocalCity uniformity World live concerts Fetes de voisins Landshare for people who want to grow their own foodHigh street of major cities Concerts of singers like Celebrating life in theall over the world tend to Rihanna or Lady Gaga are neighborhood. People participating at alook alike, as major global seen on live stream from fan community level e.g. sharedbrand rapidly establish all across the world. allotments, Channel 4’sover the world landshare scheme (UK)Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 24
    • Brand communications | anywhere vs. somewhereGlobal LocalNike + Human Race Apple WWDC Starbucks – community Carrefour marketNike organizes once a Apple has managed to create a service program As counter trend vs going toyear a 10Km race that real global event, seen by Starbucks has created in the the hypermarkets outsidetake place simultaneously people worldwide, out of the US and Canada the town, big hypermarket chainsin major cities in the 5 company’s annual worldwide community service program, are getting back to the citycontinents developers conference. which sponsors actions in center focusing on proximity, favor of the local communities. with smaller stores and These actions are brought to advertising showcasing the life by Starbucks employees store salespersons. and are open for others to join.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 25
    • Outer centricity Inner centricityCulture of Hyper connectivity Culture of selective relationshipand community empowerment and self protectionNetworking & connection Emphasis and importance of theEmbrace a wide and open place and momentcommunitarian world Looking for local specificities Place comes firstPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 26
    • Manifestations | outer centricity vs. inner centricityHyper connectivity Selective relationshipsFans records The power of numbers Quit Facebook day Emerging mini-clubs andMedia keep celebrating Initiatives to convince people clandestine restaurants in Groupon, My major company,fans records, reaching My fab… offer possibilities to to quit Facebook denunciating megacities recreating ahundreds of millions. the superficiality, the time change the rules, the game of sense of familiarity andJustin Bieber, Rihanna… consuming and the privacy negotiations thanks to the coziness violation of the giant potential number of persons involved Derrière is a restaurant built into an apartment, with no public visibility. It works on word to mouth to preserve an intimate ambiance.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 27
    • Brand Communications | outer centricity vs. inner centricityHyper connectivity Selective relationshipsFans recruitment The power of numbers Trading fake friends against Giving more power to close reductions in real places friends and familyRecruiting and thanking What seems difficult to achievefans has become an issue becomes possible with a large Incitation to erase friends on The SNCF provides smallto develop contact points. support. Starbucks offer to Facebook to gain free intimate groups with theHeineken is thanking its create jobs when politics have whooppers when visiting a capacity to plan a trip andone million fans by giving difficulties to do so restaurant access special pricesthem real hugs withhostesses in bars.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 28
    • Manifestations | outer centricity vs. inner centricityCommunity Empowerment Self ProtectionCelebrating Street Food Social Media empowering Gated communities Do It Yourselfin San Francisco instant real life massive gatherings The need to protect oneself Autonomy for health,La Cocina, the San and to fell less exposed to economical, and originalityFrancisco Street Food others that are different. (personalised) reasons keeps Food trucks becoming meetingFestival is an incubator Controlling space and access rising in every field : points across the city – relayedkitchen for low-income as a physical guaranty. construction, food, clothes, to Twitter feeds, people followand immigrant cosmetics… them and are aware as toentrepreneurs who have when and where they arethe drive to set up their settled.own food businesses. Aninnovative way to keepstreet food alivePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 29
    • Brands Communications | outer centricity vs. inner centricityCommunity Empowerment Self ProtectionMichel et Augustin – Nike - 10-km run organized Domino Pizza – Footavatar Nissan Quashqai UrbanJoin the cow on October 2nd 2011 by Proof - Among the others Multi-identity as a way toassociation Nike in the center of Paris empower people to better but protected from themCreating occasions to Open to everyone escape from social pressuremeet, participate and Free training sessions Being able to benefit from thesupport projects that make organized once a week some urban stimulation without thesense to improve local life. time before the actual run tensions of the contact with anThe Cow association was Gather Parisian around a anonymous crowd.created by Michel & healthy and fun eventAugustin Also a new way to discover their own cityPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 30
    • seamlessness experienceCulture of control and Culture of unleasheddesign of our lives and individualitySeamless living Real life celebrationBeing free of constraints Personal life choicesEasy life Discovery of unexpectedPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 31
    • Manifestations | seamlessness vs. experienceControl UnleashedPersonal concierge An application for Disorienting art Outdoor cinema in Paris –service Smartphones that enables Anthony Gormley’s Blind Light ‘Le cinéma au clair de lune’ consumers to immediately piece blinded visitors with fog‘Consider it Done’ to create a disorienting A cinema festival taking placeconcierge service - buy a know whether a product is experience in summer and enabling both‘timebank’ of 8 hours per good or not to discover different placesmonth for £295 (UK) within the city, from It give access to an analysis Montmartre to Montsouris, and scoring service for food from place des Fêtes to place products made by des Vosges, and the occasion professionals and enables to to (re)discover some of the know everything about them in classic or more contemporary order to make the right movies using Paris as decor. choices: presence of OGM, dangerous additives, allergens, hydrogenated fats…Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 32
    • Brands Communications | seamlessness vs. experienceControl UnleashedE. Leclerc – RATP – Red Bull - extreme sports Yves Saint Laurent –qui est le moins cher ligne 1 campaign sponsorships L’homme libre campaignLeclerc launch the smart Moving towards more Red Bull has grown over time The new male fragrance byphone application & web automatism in the metro a very specific territory by Yves Saint Laurent called “thesite functioning – automatic lines creating and sponsoring major Free man”. The ad stages a“quiestlemoinscher.com” without driver and barriers on extreme sport events around man dancing freely in Newthat allow consumers to keys to ensure trains are on the world. York’s streets. It incarnates acheck and compare the time. rambling, serene and goal-freeprice of products across type of freedom.all major supermarketbrands.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 33
    • Manifestations | seamlessness vs. experienceModeling your identity Build your real identityNail design Multi-identity Hobbyism Increasing your real capacitiesPlay, personalize, Empowering oneself to better Real life experiences that canexperiment, change…. escape from social pressure enrich our personal Egocentric feeling of power isFrom the most creative via the use of multiple virtual development like hobbies, changing the game. Doping ispatches solutions to the profiles classes, ongoing language already big and physicallatest color trends, like learning… prosthesis as well asyellow, military green or technological ones arrive.blue that are availableeven from the mostestablished make upcompaniesPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 34
    • Brands Communications | seamlessness vs. experienceModeling your identity Build your real identityGarnier – Yves Rocher – tous les Dove – Make up forever – notevolution of style gestes de beauté campaign Real Beauty retouchedGarnier has launched a a new campaign for Yves Dove Real Beauty campaign Make up forever proudly callsvery successful online Rocher in 2011 that focuses on celebrates every woman’s own out in the latest campaign “youadvertising that retraces a day in a life of each woman, beauty and personal look are looking at the firstthe evolution of style for showing how the brand can unretouched make up ad.”men and for women accompany every beautyacross the last 50 years moment.http://www.youtube.com/watch?v=IrySJ4dJwBcPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 35
    • Consumers are constantlystretched between thetensions depending on themoment and need.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 36
    • They switch and mix:they sometimes act one way,sometimes another…In this context, it becomesmore difficult for brands tocatch their attentionPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 37
    • From tensions to opportunities: how tomobilize brands consideringconsumer’ s ambivalent and somehowparadoxical approach to mobility?Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 38
    • We have identified some macro-trendsrelated to the mobility tensions to give aninspiring reading of our currentenvironmentFood for thought for brands to act on…Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 39
    • Drivers and macrotrends of Meta Mobility 40
    • meaning focus empowerment acting out Creative Hyper Reality Human Cyborg Play the Journey Adventurer Authentic Experience Deep Experience Destination Home Urban Survivor Selective Communities Localism Portfolio Mobility Human Battery Mobile OfficePrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 41
    • Meaning | Creative AdventurersThe return of the classic explorer in the modern world, but now they seekcreative inspiration instead of colonial conquest. Aided by a new informationage creative people are embarking on bold new adventures to seek outinspiration around the world but also in the unknown around us. 1. Allegra Mcevedy founder of LEON set out on a real adventure presented in true 19th century explorer style. 2. Abandoned Places is an example of a prominent trend to explore the hidden parts of our cities Palladium boots have sponsored a number of short films about this also. 3. Rapha, luxury cycle wear designers have brought aesthetics to functional clothes and sponsored the Rapha Continental, epic rides across the U.S.A, producing beautiful films 4. The Oswald Boateng collection for SS12 updates the colonial explorer for the modern catwalk 5. The sculptural installations at Centre Culturel Suisse in Paris by the Chappuisat brothers aim to put visitors the position of being an explorer.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 42
    • Meaning | Deep experiencePeople are tired of a passive existence. They are seeking deeper morehuman experiences in all parts of their lives. Particularly when they travel,why stay in a hotel when you can stay in a beautiful house and meetinteresting new people? 1. A library in British Columbia has started to lend out real people as texts. The Living Books are borrowed by users, who have 45 minutes in which to explore their thoughts, memories and experiences. 2. The Umbrella Project leaves umbrellas around the City of York, free to use and drop off, each bearing a telephone number. Each caller is asked a question and the answers are compiled into soundwalks. “It’s about strangers, storytelling, and the murmurings of a city.” 3. Hands up holidays is an award winning new company that specialises in providing holidays that combine sightseeing, relaxation with real philanthropy. 4. Orange do some good app: Enabling people to do bite – size volunteering. Turning a spare 5 minutes into an opportunity to make a difference.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 43
    • Meaning | Selective communitiesIncreasing social closeness; gaining more control of social mobility in order tocreate more meaningful social relationships online. Counter to the coldanonymity of other online social experiences. 1. Tatebuds is a dating site that allows people to make connections based on the music that they like 2. Meetup is a social platform that focuses on helping people arrange meetups for people who share interests with them, for anything you like, from dating to a discussion about history to a visit to an art gallery. 3. Google+ has innovated in the social networking world by allowing people to organise the different circles in their social life 4. Pinterest is the latest digital sensation – a community people to share images of things they care about and are passionate about.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 44
    • Meaning | The Human BatteryThe energy created and stored in the human body is being seen as a viablesource of future power. By harnessing this potential energy, the powerneeded by each individual can be provided by the individual themselves. 1. Providing a guilt-free night out, eco-minded not-for-profit Magnificent Revolution are creating events like Cycle-In Cinema showing films run on the pedal-power of viewers. 2. The nPower PEG kinetic energy generator ensures that your mobile will always have life. By shaking the peg, the device transforms your kinetic energy into a usable charge 3. Stockholm Central Station, which is Sweden’s biggest, has started harvesting body heat from the 250,000 people passing through the station daily. Body heat from the train station is being used to heat a nearby office building. 4. Pavegen takes the ‘power of you’ to new heights, generating immediately usable energy from the kinetic force of footsteps.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 45
    • Focus | Hyper realityWhole new worlds created for people to become fully immersed within. Beinga passive audience member is not an option, and viewers are expected toparticipate in their own entertainment, transforming themselves into keyplayers and experiencing new levels of stimulation. 1. Punchdrunk’s collaboration with Stella Artois- Black Diamond- saw audience members invited to a party in 1960’s Paris and then each swiftly become the protagonist in a terrifying heist story. 2. Pottermore offers Harry Potter fanatics an online reading experience immersing them in the world of Hogwarts. They get to join a school house, select a wand, practise spells and are able to share and contribute to the stories they love. 3. Booktrack synchronises music and sound effects to the text of an e-book. The sounds are automatically paced to the users reading speed and adds a new dimension to the experience of the story.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 46
    • Focus | Destination homeRather than venturing out to spend time in faceless places, people areincreasingly opting to use the home as a space for entertaining - be it theirown, a friends, or a stranger’s living room. The comfort, warmth and intimacyof this experience make it an extra special venue. 1. Boilerroom.tv organises exclusive club nights that are broadcast live via their website providing viewers an opportunity to experience a live music event in the comfort of their own home. 2. Songs From a Room gives people the opportunity to perform and experience intimate, unusual gigs – often in a secret living room. 3. “During the acts nobody talks, everyone listens - creating the most intimate and spellbinding atmosphere.” 4. Professional chef Frank Hannon delivers restaurant quality food to enjoy at home. Customers can suggest meals via email or his blog and he delivers them to their homes on a Friday evening. It allows individuals a budget option for gourmet dining. 5. Amateur chefs and foodies of all kinds are opening up their homes as restaurants for paying guests. These rare, dinner party-style Supper Clubs bring strangers together for intimate evenings of lovingly prepared food.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 47
    • Focus | LocalismThe strong connection people are feeling to their local areas –the streets, neighbourhoods, and shops around them.They are willing to stand up for them and willing to change their behaviour toprotect and support them, and to keep them flourishing. 1. Local areas all over the world are creating their own currencies, such as the Lewes Pound or Kansas City Barter Bucks, designed to support small businesses. Money is exchanged for the community currency and can only be used in local independent shops. 2. I Love Soweto is a creative collaborative project by the youth of Soweto, Johannesburg. It’s all about making the people of Soweto proud of their hood. The suburb campaign was sponsored by Thesis Concept Store 3. Every Block enables people to discover more about their neighbourhoods and neighbours. They can share news, exchange ideas and arrange real life meetings. It’s a way of getting to know and improve the local community. 4. The Brixton Cornercopia is a restaurant and shop that only sells ultra-local food - from local growers and artisan makers, or sourced from Brixton market. It celebrates “the abundance and diversity of ingredients available on the doorstep.”Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 48
    • Empowerment | Human cyborgsWe are already heavily augmenting our bodies and we don’t realise quite how reliant wehave become. Our phones navigate for us and structure our lives so we don’t have to.We monitor and enhance our bodies too. Soon even cars will be part of our bodies,controlled by our very thoughts. 1. From being the preserve of explorers and the military GPS software is now on millions of telephones worldwide. We no longer need to know where we’re going or how to get there, our phone will learn for us. 2. Oscar Pistorius, known as Bladerunner, has become an icon of athleticism and done much to normalise prosthesis, being the first amputee runner to complete in mainstream athletics 3. Jawbone UP is a new product that monitors your life, your activity, your sleep and allows you to collect this information in your telephone. 4. Canadian film maker Rob Spence lost an eye and had it replaced with a camera which he has used to make films. 5. Autonomos is a pioneering technology from Germany that aims to allow drivers to control their car with only the power of thought.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 49
    • Empowerment | Urban SurvivorsThere is a sort of hipster survivalism that is fascinating the young and dissatisfied.Discussions about your essential belongings and the role of outdoor clothing infashion indicates an emerging identity about being always ready to move and survivein the simplest way. 1. The burning house and Everyday carry are two of a number of blogs in which people submit the belongings they consider to be their most essential 2. Archival clothing started as a blog and has blossomed into its own brand taking its inspiration from outdoor clothing from the past they are one of a number of brands to pioneer this sort of frontier aesthetic. 3. Best made is a New York brand which makes incredibly well made, incredibly premium axes. They have successfully turned these utilitarian objects into items of fashion and aesthetics as well as function.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 50
    • Empowerment | Portfolio MobilityPeople are moving on from a car-centric transport life and incorporating publictransport, bicycles, hire cars, electric cars and so on into their own personaltransport portfolios. 1. The bicycle has become ubiquitous in day to day travel in cities across the world. Enhanced by hire services like Velib and London’s Barclays Bikes. 2. Small electric vehicles for short trips in the city are only going to grow in popularity – one more string to the bow of those seeking mobility. 3. Flexible car rental like ZipCar and now Autolib in Paris mean that you don’t need to own transport to be mobile. People can juggle different vehicles for different needs seamlessly. 4. In the future Minority Report style autonomous travel pods and the next generation of high speed trains are going to make only add to our options.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 51
    • Empowerment | Mobile officeThere is no longer any dead space, almost every moment of our days can be madeproductive as wi-fi and 4g connectivity move towards ubiquity and mobile devicesbecome ever more functional. 1. The proliferation of mobile devices have ensured that where once travel time was the reserve of the crossword and the book it can now be as productive as any other part of our working day. 2. With Siri for the iPhone Apple has finally made voice recognition work, you can organise your schedule even whilst you drive. 3. Websites like Lets meet and work, which collects café’s with wifi in London, though simple, represents the current flexibility of working environments available. 4. Cloudon is an app for iPad which promises to give you full access to the Windows platform via the cloud. 5. Even trains, and aeroplanes are now providing increasingly high speed wi fi to their customers. Soon there will be no where that you can hide from the office!Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 52
    • Acting out | Play the journeyPart of the larger ‘gamification’ trend our journeys are now becoming leisure. Ourposition and our movement can get us points, prizes and status! 1. Topshop SCVNGR is a gaming app for students. Players must earn points by completing a series of shopping related challenges online and receive prizes or discounts for their efforts. 2. Chromaroma turns the entire London transport system into a game board - using oyster cards to award players points based on where and how they travel. Players are awarded more points for getting to a destination quicker, off peak travel as well as using more eco friendly forms of transport. 3. Pepsi Loot is a great example of a brand tapping in this to trend to create an engaging brand experience for their consumers, and keeping up with them as they move through their busy lives. 4. A real life zombie movie. A terrifying night-time street game with 500 players where the aim is to survive a night in the city without becoming a zombie. If the blood-spattered actors don’t reach you, you win – and can celebrate with a wild, zombie-themed disco.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 53
    • Acting out | Authentic ExperiencePeople are seeking ways to maintain local simple experiences in afast moving modern world. Getting outside and doing ‘real’ thingsinstead of going to the gym, socialising online and so on. 1. The Tweed Run is an event occuring in cities across the world were vintage enthusiasts gather together to take a cycle ride in authentic old fashion 2. Timeshare Backyard In NY opens up space for friends to get together in a city where its hard to come by pieces of outdoor space for friends and communities to come together 3. The Green Gym initiative encourages people to get outside and work together. Expertly led community environmental projects allow people to meet each other and tackle physical jobs in the outdoors – benefitting their local areas as well as their bodies. 4. Diesel brings the experience of Facebook offline. Participants wear their statuses and meet their commenters, face to face. 5. Art project Snail Mail My Email will handwrite your emails and send them the old fashioned way, complete with doodles or a lip-sticked kiss.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 54
    • Key take-outs 55
    • Meta Mobility is a new,holistic and comprehensivemodel of mobilityPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 56
    • For more information, please contact Cécile Gorgeon, Directorc.gorgeon@added-value.frTo watch the webinar contact Marina Cozzika, PRm.cozzika@added-value.frDisclaimer : The images in this presentation are for research purposes onlyand to help visualize the points made. Every effort has been made to obtainpermission to use these images and they remain the property of theirrespective owners. If the owner of any of these images wishes them removed,please contact m.cozzika@added-value.fr.Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 57
    • Thank youPrepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 58