Cultural Fuel Trend Report September 2011


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Cultural Fuel Trend Report September 2011

  2. 2. NEWSLETTER CONTENT <ul><li>Inspiration </li></ul><ul><li>Some creative ideas to inspire you </li></ul><ul><li>Trends </li></ul><ul><li>Hot trends and interesting marketing strategies </li></ul><ul><li>Insights & Opinions </li></ul><ul><li>Research news about target groups and market insights </li></ul>
  3. 3. Inspiration
  4. 4. CARLSBERG STUNTS WITH BIKERS IN CINEMA Carlsberg stunts in Belgium with 148 bikers in a movie theatre. Some innocent couples want to take their seat, but the room is filled with not-so- friendly gentlemen... How will they react? Thanks to Björn Brockmann. See video on youtube:
  5. 5. TOKYO Now for something completely different. The beauty of this just jumped out at me. Had to share. Read on: Posted by Alexander Wipf. Tokyo Slo-Mode by Alex Lee, see on:
  6. 6. NOKIA‘S INTERACTIVE GIFT MACHINE On the Social Media Week in Glasgow Nokia installed a vending machine with a lot of surprises for the visitors. But unlike any other vending machine in the world, you don’t have to put a coin into the machine to reap its rewards. No, you merely have to check into its location on Foursquare and it will gift you something from within! Source: See video on youtube:
  7. 7. INFLUENTIAL DESIGNER INFOGRAPHIC Cliff Kuang designed a Designer Infographic including different types of designers as well as their focus on hands-on design vs. design thinking. It may look a bit trivial and arbitrary, but then again, its a designer infographic, isn’t it? Seriously though, there were some names on here, I didn’t have on my radar yet, so maybe you’ll find it useful as a starting point to some inspirational design. Posted by Alexander Wipf Read on:
  8. 8. DIRECT MARKETING – HERTZ See on video on vimeo: A very special direct marketing campaign was developed by the Swedish advertising agency Pool for the rental car company Hertz. To announce that Hertz now have dog cages fitted in their hire cars they hid dog bones under bushes and behind lamp posts. And when the dog returned to its owner proudly bearing a trophy the message was delivered directly to its intended target together with a link to the website and a phone number for easy booking. Source:
  9. 9. VIRAL: A BENCH OF FRIENDSHIP Fisherman’s Friend demonstrated with the funny and simple idea of the “friendship-bench” the importance of having friends. Source: See on video
  10. 10. See on video AMBIENT CAMPAIGN FOR THE MOVIE GREEN LANTERN To promote the movie release of Green Lantern the agency Lorem in Brazil developed an ambient campaign featuring bicycles with green LED lights installed in their wheels.
  11. 11. AIR FRANCE IMAGE CAMPAIGN 2011 The beautiful and poetic TV commercial of the French airline dramatize “flying” without showing an airplane. Agency: BETC Agency Music: InFiné records Source: See video:
  12. 12. SWEDISH POST A competition that challenges people in Sweden to carry parcels as safe as the Swedish Post, by using their iPhones. Agency: Åkestam Holst, Sweden See video:
  13. 13. IKEA TV COMMERCIAL: THE CLIMBER IKEA Sweden lets a man climb the kitchen wall to prepare dinner. The message: Now we have more appliances than ever. Advertising Agency: Forsman & Bodenfors, Sweden Source: See video on youtube:
  14. 14. FUNNY PRICE PROMOTION Our colleagues in Switzerland from SFLB developed three TV-ads for the furniture house Micasa to support a price promotion. The concept: People sharing the same name as the furniture will get it for half the price during the promotion period. Source: See video (in English) Marlene on See video (in English) Carlotta on See video (in English) Orlando on
  15. 15. AN INTERACTIVE MUSIC PIECE To dramatize how Philips is obsessed with sound, they collaborated with the Grammy Award-winning Metropole Orchestra and created a unique interactive audio/visual experience, allowing you to single out each musician to hear every detail. Source: DigitalAmazingness See video on youtube: On facebook:
  16. 16. FIAT: DRINKING AND DRIVING CAN BE TRICKY Fiat Brazil has made a print campaign with high ambient potential promoting safe driving. Claim: Drinking and driving can trick you. Source:
  17. 17. POST SECRET APP Post secret is an ongoing community art project, created by Frank Warren, in which people mail their secrets anonymously on a homemade postcard. Selected secrets are then posted on the PostSecret website, or used for PostSecret's books or museum exhibits. Over a half-million soulful, sexual, and silly secrets have been mailed to PostSecret. Now the story goes mobile. See on video Source: and
  18. 18. SUBWAY TRAIN HANDRAILS AS LIGHTSABERS Ambient campaign run by 20th Century Fox Home Entertainment Japan to promote recently released Blu-ray DVD box set of Star Wars: The Complete Saga. The handrails lights up when a button on the handrail is being pushed. Source:
  19. 19. PRINT AD “ONE LESS HEADACHE” Source: Advertising Agency: Cerebro Y&R, Panama
  20. 20. 3D BILLBOARD – HAIR CLUB: RESTORE IT Advertising Agency: Wonder, Calgary, Canada Source:
  21. 21. 9/11 REFLECT: 10 YEARS LATER Source:
  22. 22. POP-UP PRINT AD FOR ENVISION FINANCIAL “ The right plan can bring your goals to life.” Source:
  23. 23. LIVINGSOCIAL TAXI LivingSocial, a deal-of-the-day website, took it’s claim &quot;drive you to surprising and delightful experiences&quot; literally and asked unsuspecting taxi passengers if they wanted to go to their origin destination or to 'roll the dice‘ for a Living Social experience. If the passengers decided to roll the dice they would soon find themselves on their way to a fish pedicure, a pole dancing fitness lesson, tiger feeding or to somewhere else ‘surprising and delightful’. Agency: Mind's Eye Media Read full article on: See on:
  24. 24. BACTERIA BILLBOARD Warner Bros. Pictures Canada created a unique outdoor installation to promote their latest movie Contagion ; with a bacteria billboard. Warner Bros. Pictures Canada teamed up with microbiologists and immunologists from around the world to create a one-of-a-kind bacteria message board located at 409 Queen Street West in an abandoned storefront window. On August 28th, two large Petri dishes were inoculated with live bacteria including penicillin, mold and pigmented bacteria and almost overnight the true Contagion was revealed; an artistic interpretation of the spread of a virus as depicted in the film. See on video Source:
  25. 25. WHAT IF NY MAYOR RUDY GIULIANI WAS ON TWITTER SEPTEMBER 11th 2001 ? In order to demonstrate the power of social media storytelling, the Norwegian communication agency FRANK wanted to commemorate 9/11 in a way that was never done before. Source: See on video!
  26. 26. 48 HOURS IN HONG KONG WITH NOKIA To celebrate the launch of Symbian Belle ( and the new Nokia 600, 700 and 701 phones, WOMWorld/Nokia took six bloggers to Hong Kong to take part in the '48 Hours in Hong Kong experience'. The group were challenged to 'tap in' to NFC posters placed around the city. Each poster transmitted a message directly to their phones as to what they should be doing next and how to get there. It also checked them in to Facebook so their friends could keep up with their adventure. See on video
  27. 27. DIRT DEVIL: THE EXORCIST A great parody of a classic film. Product: Centrino Cleancontrol // Production Company: Filmakademie Baden-Württemberg // Creative/ Script: Andre Price // Producer: Christian Hergenröther // Director: Andreas Roth // Dop: Roland Stuprich // Music: The German Wahnsinn Team // Editor: Alexander Menkö Source: See on video
  28. 28. CHARITABLE ENGAGEMENT : A DAY TO DISCONNECT A Day to Disconnect is a worldwide movement, spearheaded by Rabbi Zechariah Wallerstein of Ohr Naava, which will take place on October 2, 2011. On that day thousands of people will voluntarily unplug their gadgets for some time -- an hour, two or even all day. During this time, those who chose to disconnect will take pleasure in cherished relationships be it spouses, children, family or self. Source: See video:
  29. 29. SPY MUSEUM – BILLBOARDS See on more examples: Nothing is what it seems. Advertising Agency: Red Tettemer + Partners, USA
  30. 30. STIHL IN THE REAL BACK YARD See on Vimeo: Stihl s running an integrated advertising campaign encouraging families and friends to spend more time in their backyards, timed with the onset of spring and summer. A television commercial at the heart of the campaign uses pixelated versions of pet care, gardening and conversation to draw attention to the amount of time people are spending inside on digital versions of real life. The commercial ends with the message “Get Real. Get Outside”. Advertising Agency: WhybinTBWATequila Source:
  31. 31. FOODSCAPES London-based photographer Carl Warner has made landscapes out of food only. The photos are from 2008, but still an inspiration. Source:
  32. 32. IKEA MÄNLAND – A DAYCARE FOR HUSBANDS See video: In celebration of Father's Day and in recognition of long suffering male shoppers everywhere, IKEA Australia launched MÄNLAND – a daycare for husbands. The women were given 30-minute buzzers to remind them to pick up their husbands, boyfriends, fathers and brothers which in the meantime escaped to a nirvana-filled area of Xbox 360s, pinball machines, televised sporting events and free hot dogs. Read more:
  33. 33. MAPPING STEREOTYPES PROJECT The artist Yanko Tsvetkov’s (alphadesigner) has made a series of maps, but instead of putting the names of the countries in them he has developed maps of the world according to how some nationalities sees it. The image below is a map of the world from an US American perspective. You will find more maps with other prejudices at: Source:
  34. 34. ENDEGA - THE ELECTRICITY HOG Watch the case film on Vimeo:
  35. 35. AMBIENT SEAT RIDING THE WALLS Source: Advertising Agency: Mather Communications, Bucharest, Romania
  36. 36. NO CRUMB LEFT BEHIND Source:
  37. 37. Source: AMBIENT CAMPAIGN
  39. 39. PEPSI MUSIC ICONS The new Pepsi spots’ tribute to the most popular music icons. See on youtube:
  40. 40. NEW ERA TV-ADS: RED SOX AGAINST THE YANKEES New Era—the maker of official MLB-licensed baseball caps—wanted something more episodic that would stay fresh over the long 2011 baseball season. The agency “The Brooklyn Brothers” suggested a series about the rivalry between the New York Yankees and the Boston Red Sox. The idea was to have new 60-second ads coincide with each of the six scheduled series between the clubs, from April to September. Red Sox fan John Krasinski agreed to take part, and he brought in Alec Baldwin, a Yankee fan. Consumers could then involve themselves on Facebook by voting on which side they where on; Baldwin’s or Krasinski’s. Read full article: Youtube: 1. 2. 3.
  41. 41. FACE CLONING Artist Arturo Castor has presented a technical demo for a real time face substitution technique. It is a kind of a 3D-Make up which transform faces in real-time into others. Freaky! Source: See how it works on:
  42. 42. A MODULAR MOBILE SLEEPING CAPSULE Russian architects Arch Group have completed the Sleepbox that is a modular mobile compartment for napping at airports, train stations, and hostels. “Space for luggage is under the bed, and each bed has a nightstand. In addition to general lighting, Sleepbox has built-in LED reading lamps. Windows are equipped with electric-drive blinds for privacy.” Read full post on:
  43. 43. TRENDS
  44. 44. THE FUTURE OF AUGMENTET REALITY ADVERTISING “ Blippar is the world’s first mobile augmented reality and image recognition platform enabling advertisers to reach consumers via outdoor ads, billboards, magazines, newspaper and product packaging.” Source: It is an image recognition app that can link printed media to interactive online content without a QR code. Via: See on youtube:
  45. 45. GOOGLE+ FOR DUMMIES Found a pretty good primer by Kendy Louwaars for Google+, the whys and whats in client-friendly language: all the salient points in one deck. Saved me a whole lot of time boiling it down. Posted by Alexander Wipf Check it out on:
  46. 46. JIVE TALK: AUGMENTED REALITY CD PACKAGE This interactive CD package was designed for Jive Talk's latest album '123 Jump!'. To enhance fans' experience with the band, they have created an online animated experience using Augmented Reality and Quick Response codes. Agency: Advertising Agency: Rethink, Canada Source. See on youtube:
  47. 47. YOUTUBE SCHEDULES TO LAUNCH VIDEO CHANNELS IN EARLY 2012 released in September the following news : “YouTube will out the first of its planned premium video channels early in 2012, the WSJ maintains. The contracts for the first of over a dozen such channels that will be dedicated to themes such as fashion or sports are being finalized, informants have said. Content for the channels has been requested over the next 60 days. YouTube will pay between a few hundred thousand dollars and several million to content creators for each channel, the sources said. YouTube owner Google will get this money back and then some thanks to ad revenue and partner share ad revenue thereafter. The content owners who were in talks with Google said the company wants to create an alternative to TV watching rather than just something buyers would consider rather than other Web video services. Google CEO Larry Page is said to be particularly adamant about this point, one of the sources said. Read more:
  48. 48. INTERACTIVE CURRICULUM VITAE ON FACEBOOK Facebook arms against Google + and offers users to illustrate their lives with a new profile. Timeline is your collection of all the top photos, posts and apps that help tell your story. See on youtube:
  50. 50. WATCH YOUR FAVORITE SPORT EVENT WHILE SHOPPING reports that Sainsbury, a grocery store in London along with the television provider Sky has come up with something that allows you to watch your favorite sport events while shopping. The new Sky Go trolley is equipped with an iPad holder, a pair of speakers and even a battery powered by solar panels to charge your iPad. Shoppers can bring in their own iPad with the downloaded Sky Go iPad app and dock it on to the cart to make sure not a moment of the big game is missed. Read full article:
  51. 51. MAKE YOUR PHONE YOUR WALLET Google wallet allows smartphone owners to pay without cash or card. See video:
  52. 52. NEWSMIX – A FLIPBOARD-LIKE MAGAZINE FOR FACEBOOK USERS NewsMix launched its Facebook app in September, which will allow people to follow posts from their fan pages, chosen sites and twitter feeds in one, consolidated digital magazine. This social magazine also lets you view your friends NewsMix and like pages you are interested in directly from the app. NewsMix is built on the powerful Sobees social platform which helps to improve content relevance and engagement with users. Read full article on:
  53. 53. INTERACTIVE MIRROR USING KINTECT TECHNOLOGY IN THE SHOP A unique interactive mirror using Microsofts Kinect Technology was created for NikeID to customize sneakers on the users feet. In this way one could try on every pair of Nike sneakers ever made in record time. Source: Video:
  54. 54. PAPERPHONE PaperPhone is the world's first nextgen, thin film smartphone and interactive paper computer. It is based on a 3.7&quot; flexible electrophoretic (E Ink) display that does not consume electricity when it is not refreshed. Thinfilm sensors allow the phone to respond to bending of the screen to navigate pages in ebooks, play or pause mp3s, make phone calls, or navigate apps. A flexible wacom tablet allows users to draw on the screen with a pen as if it were a sheet of paper. See on video
  55. 55. APPTRACKER LETS ANDROID AND IOS PUBLISHERS TRACK ADS WITHOUT DEVICE UDIDS Following the iOS device tracking ‘scandal’ earlier this year, Apple has told developers that starting with iOS 5 the handsets will no longer collect the unique device identification numbers (UDID). The UDID though was a vital element for networks and developers to track users’ activities like ads clicking or moving between applications. It seems that WDA has found a way around: on Friday the company announced the AppTracker, capable of tracking anonymously and without UDID, mobile user. On top of bringing this big relieve to developers, the AppTracker can establish how many app downloads were originated by clicking on a mobile ad, and can also track users as they travel back and forth between mobile website and app. This is truly a remarkable new tool for app developers that can now monitor real-time downloading users, how effective the ad campaign is, where downloads are coming from and whether the download is generated from a web ad or in-app ad. / Read full article on
  56. 56. 3M FLEXIBLE TRANSPARENT TOUCHSCREEN CONCEPTS 3M has developed a new type of touchscreen system that's flexible, very thin, totally transparent, durable, and capable of resolving more touch points than you have fingers. In the video below 3M presents ideas to how this screen can be used in our everyday lives. See video:
  57. 57. WWF POWERNAP A great share of the computer’s electricity consumption is happening when the computers are on but not in use. This is the theme of the work of Per Sturesson and Eddie Åhgren . They developed for WWF an app which automatically puts the computer into sleep mode when the mobile phone goes out of range; in other words when you leave the computer and take your phone with you. The computer will automatically turn itself back on when you return with your phone, or it turns itself into off mode if your gone for more than an hour. Read full article on (in German). See on video on vimeo:
  59. 59. GAME THEORY IN ACTION: ONLINE GAMERS CRACK AIDS ENZYME Leo Burnett Chief Innovation Officer Mark Renshaw - proponent of the virtues of game theory in marketing strategies - would love this one. Game theory didn’t just crack that really tough marketing brief, no, it cracked and AIDS enzyme puzzle research had been struggling with for years with the help with some online gamers, using the “Fun-for-purpose” platform Foldit. Hats off not only to the gamers, but also the research group for thinking outside the box and sharing the credit in “Nature Structural & Molecular Biology” with the gamers. Firas Khatib of the university’s biochemistry lab is quoted as saying: “ The ingenuity of game players is a formidable force that, if properly directed, can be used to solve a wide range of scientific problems.” Posted by Alexander Wipf Read on:
  60. 60. FACEBOOK‘S PHOTO COLLECTION 10,000 TIMES LARGER THAN LIBARY OF CONGRESS <ul><li> released in September: “According to a recent blog post from 1000Memories, the company estimates that Facebook currently houses over 140 billion photos uploaded by users, a figure that’s 10,000 times larger than all the photos housed by the Library of Congress. Based off a figure from a Facebook engineer earlier this year, the social network oversees more than 200 million photos uploaded per day, approximately 6 billion per month. Techcrunch also reported that Facebook users uploaded an estimated 750 million photos over the New Year’s holiday earlier this year. 1000 Memories estimates that the typical digital camera owner takes about 150 digital images per year and potentially uploads 20 percent of all pictures to Facebook over the course of a year”. Read full article on: </li></ul>
  61. 61. 3-D ADVERSTINGS SPOTS ARE MORE EFFECTIVE THAN 2-D SPOTS <ul><li>According to the &quot;CineMonitor&quot; conducted by MediaRes and aproxima, cinema advertising spots in 3D impress the audiences more than conventional advertising spots. 3-D advertisements are from the perspective of all moviegoers more entertaining (61% of respondents), more realistic (67%) and thus more effective (80%) than conventional 2-D spots. </li></ul><ul><li>Read article on: / </li></ul>
  62. 62. TIME SPENT ON MOBILE EQUALS THAT OF PRINT <ul><li>eMarketer CEO Geoff Ramsey has kicked off the paidContent Advertising conference in September with the latest trends in mobile advertising. In terms of the amount of time users spend with different media, Ramsey said mobile comes in third at 50 minutes a day, now equaling the combined time spent on magazines and newspapers. Although half of US marketers have mobile in their marketing plans, he suggests mobile is still best in a supporting role—and should be integrated with other media. </li></ul><ul><li>Read full article on: </li></ul>
  63. 63. AFFLUENTS CAUTIOUS ON LUXURY SPENDING <ul><li>High-income consumers remain unsure about prospects for economic recovery, and more will be holding tight to their wallets and avoiding high-ticket purchases. Marketers trying to get through to this segment should note that the buyers of high-end goods are highly engaged with online visual and mobile tools. </li></ul><ul><li>Read full article on </li></ul>
  64. 64. TOP 20 ANDROID APPS IN THE US: WOMEN LIKE FACEBOOK, MEN LOVE MAPS AND MAIL <ul><li>According to the first mobile media rankings based on audience measurement data from metered Android smartphone usage, aside from the Android Market app itself, Facebook, Google Maps and Gmail were the most used among U.S. Android users 18 years and older. To determine each apps “active reach,” — the percentage of Android owners who used an app within the past 30 days — Nielsen analyzed the data from on-device meters on thousands of Android smartphones. While many of the top 20 apps, including the streaming music service Pandora and two versions of the popular game Angry Birds, showed similar usage by both men and women, there were notable differences in active reach for social apps. Facebook’s mobile app saw an active reach of 81 percent for women compared to 69 percent for male Android users. Twitter also had slightly higher active reach among women (16.5%) than men (13.4%). However, Google+, Google’s new social network, had more than twice the active reach among men (15.8%) than women (7.2%). </li></ul><ul><li>Outside of social media, apps like Amazon’s Kindle and Words With Friends showed higher active reach among women, while apps like Quickoffice Pro and the Amazon Appstore had higher active reach among male Android smartphone owners. And despite the stereotype that men don’t like asking for directions, they seemed pretty comfortable using Google Maps, which has 77 percent active reach among men compared to 71.8 percent among women. </li></ul>Read on:
  65. 65. SOCIAL MEDIA REPORT: SPENDING TIME, MONEY AND GOING MOBILE <ul><li>Social media not only connects consumers with each other, but also with just about every place they go and everything they watch and buy. Nielsen’s new Social Media Report looks at trends and consumption patterns across social media platforms in the U.S. and other major markets, exploring the rising influence of social media on consumer behavior. </li></ul><ul><li>Highlights of Nielsen’s “State of the Media: The Social Media Report” </li></ul><ul><li>Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total </li></ul><ul><li>time spent on the Internet </li></ul><ul><li>At over 53 billion total minutes during May 2011, Americans spend more time on Facebook than they do on any other </li></ul><ul><li>website </li></ul><ul><li>Nearly 40 percent of social media users access social media content from their mobile phone </li></ul><ul><li>Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet </li></ul><ul><li>70 percent of active online adult social networkers shop online, 12 percent more likely than the average adult Internet user </li></ul><ul><li>Across a sample of 10 global markets, social networks and blogs are the top online destination in each country, accounting for the majority of time spent online and reaching at least 60 percent of active Internet users </li></ul>Read on
  66. 66. Released by Planning Department Frankfurt September 2011 For submission of interesting news, inspiration and comments please submit to