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The Lounge Group Trend Report 1: Discovery

The Lounge Group Trend Report 1: Discovery






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    The Lounge Group Trend Report 1: Discovery The Lounge Group Trend Report 1: Discovery Presentation Transcript

    • trendreport#1peelablebottles,paintingrainbows,hidden musicand findingthe future/a loungegroup trendreport ondiscovery This month’s theme of Discovery is all about prompting consumer investigation, building intrigue and creating the desire for further understanding. Whether it’s a ‘peel and reveal’ sampling mechanic, a novel approach to opening packaging or a journey through interactive alternate gaming, this month The Lounge examines the topic of Discovery and highlights the rise of the curious consumer. next
    • Technology/Location-aware conceptalbum for Washington park Click here to check out the website/U.S. band Bluebrain have just released the first music album that changes its Lounge view/track according to your location. The album “National Mall” is only available as The fact that the tracks are fixed to a specific area is definitely limiting, but thisan iPhone App, using the phone’s GPS tracker to identify the listener’s location. could be an interesting concept for theThe catch is that the music will only play in the iconic open park at Washington Monument in the USA where “sound branding”, allowing consumers tohundreds of points have been geo-tagged. Each point plays a specific part of the album, rewarding the listener unlock music and messaging based onfor taking the effort to find them. The music coordinates are fixed and will be the same in ten years from now - their location.in this sense, ‘National Mall’ is an innovative combination of a regular LP and an audio guide, leading peopleto discover areas of the park and the album at the same time. previous next©2011 The Lounge Group / theloungegroup.com
    • Trial/Sampling/Kate Spade Twirl PerfumeUnderground SamplingKate Spade New York took ‘Peel & Reveal’ to a new level by covering entire walls Lounge view/in two Tokyo subway stations with peel-off sample cards of their new perfume, Are product samples considered moreTwirl. Passengers needed to peel off the sample cards, with time unveiling Twirl valuable if consumers have to work to receive them? Catering towards theprint ads hidden beneath reiterating the product message. satisfaction of having received somethingWhilst the cards came in a traditional sample format, the activity was designed to activate consumers’ for acting out of curiosity is a nice waycuriosity. As there were no instructions, consumers had to find out themselves what to do or follow others’ lead to engage customers, prompt trial and increase WOM.to receive a sample. The concept was inspired by a local Manga magazine which had stuck taster copies tosubway station walls to help promote new issues. previous next©2011 The Lounge Group / theloungegroup.com
    • Creative/Akay’sRainbow Robot Click here to check out the video/Swedish street artist Akay has built a “graphmobile”, or a “rainbow robot” to help Lounge view/him create his street art. The construction consists of spray cans mounted onto a The rainbow robot is a mobile arttelescopic arm, which is then mounted on a bike cart. installation in itself but bears interesting potential for brands who want to use theAll he needs to do is stop his bike close to a wall and press a button to make the arm create a 180 degree power of tagging (with washable paint,half-circle, leaving a neat, beautiful rainbow on the concrete. The device can be adapted to create any preferably!) to build intrigue and promptkind of shape or stencil. Akay says he created this rather complicated technical solution to help him commit consumer investigation in the run up to“simple acts of vandalism”. It obviously also helps him to quickly move his equipment from place to place. a new launch or campaign activity. previous next©2011 The Lounge Group / theloungegroup.com
    • Packaging/Smirnoff CaipiroskaPeelable BottlesTo introduce three new fruity flavours of Smirnoff’s popular mix drink Caipiroska, Lounge view/JWT Brazil have created a range of limited edition packaging. The visual and tactile features of this packaging concept are highly entertaining.The bottles are sealed in a foil that resembles the texture of the three fruit flavours lemon, passion fruit and This is a really nice way to engage theberries, and has a diagonal perforation. This way, consumers have to peel their bottle before they get to consumer and reiterate the qualities of thediscover and drink the Caipiroska. The bottles were even shipped in a wooden crate that resembles the way product in the opening ceremony.local fruit produce is transported in trucks, reinforcing the new product’s fruity flavour benefit. previous next©2011 The Lounge Group / theloungegroup.com
    • Experiential/Find the Future/The Game Click here to check out the video/ Click here to check out the website/On 20th May 2011, New York Public Library will host a scavenger hunt. It will Lounge view/give 500 people the chance to roam the building for one night on a quest to A great use of experiential marketing to‘find the future’, writing an entire book together in one night by solving clues promote a crowdsourced item. Ultimately, this concept shows how brands canlinked to the archives using their mobile phones and laptops. harness the power of user-generated‘Find the Future’ is an alternate reality game (ARG) combining on- and offline clues, and the first ARG to content to encourage interactivity bothinclude crowdsourcing. 100 objects are hidden in the library that gamers must find in order to write about on and off-line.them. The game’s aim is to produce a book on 100 ways to make history and change the future, inspiredby 100 intriguing works of the past. previous next©2011 The Lounge Group / theloungegroup.com
    • trendreport#1a loungegroup trendreport ondiscoveryThis month’s theme of Discovery is For consumers long used to (and annoyed by)all about engaging consumers by what they see as unwanted marketing messages, having some level of control over how theyprompting curiosity. interact with content allows them to take onThis can be as simple as the following: board the brand message with genuine interest. Withholding direction so that consumers have For brands, ensuring that marketing activity to explore in order to understand how or why allows the consumer to approach things in their to do something own time removes barriers of intimidation. It also Building buzz and excitement by teasing allows the opportunity to see just how much time consumers with drip-fed content and and effort an audience is willing to give to you. visual clues A discovery-based strategy may make consumers Generating a marketing strategy that creates a work harder, but take-out is stronger and more gap in information that the consumer will seize personal as consumers feel rewarded for their We’re a creative communications agency with a network of the opportunity to solve efforts and are more engaged as a result. 10,000 consumers at our heart. And we’re passionate about understanding their world and connecting with them in the right way. If you’d like to know more about how we do it, email sara.gil@theloungegroup.com or call her on 020 7940 4381. theloungegroup.com