The Lounge Group Trend Report 2: Making the Mundane Fun

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  • 1. trendreport#2musicalbarcodes,interactivepark benches,increasedcommuterstatus andrewardingto-do lists/a lounge grouptrend report on This edition’s theme ‘making the mundane fun’making the is all about adding unexpected interest to the day-to-day and making the less fun parts of ourmundane fun lives more enjoyable. This month The Lounge examines the increase in products, services and experiences that aim to make the everyday exceptional. After all, it’s not what you do but how you do it… next
  • 2. Digital/Win epic status and rewardswith your to-do-list Click here to check out the video/To-do lists. Everyone has one, many people even enjoy making them, but few of Lounge view/us actually enjoy the process of doing all the activities listed on them. Putting it EpicWin leverages the fact that the digital native generation are used to processingsimply: boring chores just aren’t fun. The EpicWin app aims to change that by information via ‘gamification’. The app usesconverting your to-do list into a role playing game (RPG). the same mechanic to help solve real-life needs. Rather than just mentally tickingEpicWin allows you to select a character and begin questing. You add tasks, which can be anything from of a task list, the use of a points basedwashing the dishes to finishing an application form, and then set them an appropriate number of ‘epic points’ system and game-play language appeals todepending on how labour intensive the task is. Once a task is completed you are awarded the points and this group’s need for further incentives.advance on your journey, diversifying your tasks helps you to level up. As the game makers state: What areyou waiting for? Start getting things done! previous next©2011 The Lounge Group / theloungegroup.com
  • 3. Marketing/The power of OMOTo demonstrate the power of OMO washing powder the brand transformed Lounge view/napkin dispensers at bars, restaurants and café’s into mini-washing machines. OMO differentiates itself from other washing powders with a stunt that getsEvery time a napkin is pulled from the holder it creates the illusion of clean people talking and drives WOM. Thewhite sheets being pulled from the drum. simple but clever design maximises the opportunity for reinforcement of theThe concept was designed to enhance the perception of OMO’s stain fighting capabilities and makes use of product benefit using a ‘smile in the mind’key locations where stains are likely to occur. Even for those of us who aren’t prone to spillages, the illusion mechanic to elevate an everyday productof bright white sheets serves to enhance the whitening capabilities of the product and keeps OMO front of into something with personality.mind. The design uses clever graphics and common everyday objects to inject an element of humour into thecommunication surrounding laundry - which is definitely a task that many of us would like to enjoy a bit more! previous next©2011 The Lounge Group / theloungegroup.com
  • 4. Creative/The playful bench Click here to check out the video/Architectural firm MAPT are behind the development of the first interactive Lounge view/bench; one that invites you to experience urban areas in a dynamic way. MAPT have worked to create a piece of work that encourages a more considered‘The playful bench’ looks like any other ordinary bench but it changes colour use of urban space. As a backlash toand pattern as people pass by, luring them to play. the current climate we have seen many brands using the act of play, and remindersThe bench offers different games. One is calm and art based, simply displaying different colours which move of childhood fun to allow consumers toas you touch the benches surface; others are more playful and require exertion for example the bench is lit escape their daily grind. This is a great wayup by a barcode scale as you run past it, the faster you move the more the light accelerates. to change mind-sets and set consumers thinking off on a different course. previous next©2011 The Lounge Group / theloungegroup.com
  • 5. Digital/Turning your supermarketshop into a symphony Click here to check out the video/Leo van der Veen has created an iPhone app that lets you scan any barcode Lounge view/(EAN or UPC) and convert it into a melody. The app will interpret the scanned As we highlighted in our recent ‘discovery’ trend report, sound branding seems tolines of the barcode as different notes depending on the number they represent. be on the rise. This app has obviousThe idea is to make the supermarket more exciting, the website states: “imagine walking into a supermarket implications for retail through the linking offiled with thousands of tunes to discover and unlock”. The vision of a ‘supermarket symphony’ could soon be product and content, creating a whole newrealised as we use our weekly shops to create sweet music, or at the very least create a buzz in the aisles as approach to the activation of a free iTunesshoppers generate sounds that are coincidently reminiscent of a supermarket jingle. The app also allows you to download with purchase.share the barcodes you most enjoy listening to on Facebook. Here at The Lounge we’re wondering what soundsbest; baked beans, toothpaste or loo roll? previous next©2011 The Lounge Group / theloungegroup.com
  • 6. Packaging/The ‘never wasted’ bag Click here to check out the video/Lee Jeans is offering its consumers the ‘Never Wasted’ shopping bag, which can Lounge view/reincarnate into a number of things after being used as a container for taking Whilst this item doesn’t solve the problem of sending paper to landfills, it doespurchases home. The creators of the bag wanted to develop packaging that deliver a message, encouragingwould be able to fulfil multiple tasks and encourage re-use. consumers to see old things with new eyes. There is also the opportunity toThe bag is made of several components that can be extracted from the bag after it’s not needed in its original create a longer-term bond with theform any longer. One ‘Never Wasted’ paper bag includes cut-outs that can be used to create entertaining consumer if branded items such as theseitems such as a snakes & ladders board game, a ‘do not disturb’ sign and spare shoelaces. are reincarnated rather than destroyed.The Never Wasted packaging, that is retailed with Lee products in shops across India, has been so popularthat the original limited run had to be increased. previous next©2011 The Lounge Group / theloungegroup.com
  • 7. Experiential/Location based gaming Click herefor commuters to check out the video/Chromaroma is an immersive online/offline platform that transforms the Lounge view/daily commute into a game. The site syncs with your Oyster card, mapping GPS and RFID games transformation of the mundane daily commute are greatvisualisations of your journeys around London. examples of ‘Third Life’ - the blurring ofYou can join one of four virtual teams of commuters around the city and help a team ‘win’ stations. The RFID boundaries between digital and ‘real life’.of your Oyster card acts as a virtual check-in when you swipe it at the station - the team with the most swipes Whilst the games have huge successat a station ‘wins’ it. in offering commuters distraction and entertainment they could be elevated to aAnother similar example is Koroni-na Seikatsu Plus (a Japanese competitor to Foursquare) that has recently new level by interacting more closely withcollaborated with the Japanese Metro system. The game uses built-in GPS to award players points for visiting user’s daily activities and movements toplaces where a certain item or clue is virtually located as they travel the subway. Once they piece together offer locally relevant rewards.threads of information or stories from these they are awarded with virtual prizes and incentives. previous next©2011 The Lounge Group / theloungegroup.com
  • 8. trendreport#2a lounge grouptrend report onmaking themundane funThis month’s theme of ‘making For consumers: Time saving services are common. If there is a shortcut or simplificationthe mundane fun’ is all about process that exists, many consumers will haveengaging consumers by building an not only embraced but implemented it. Theexperience around the less fun parts issue is not all ‘task’ time can be eradicated andof their lives and making them more it encroaches on time for personal enjoyment.enjoyable as a result. If you combine this with consumers’ continuing desire to be entertained at all times, there is aThis includes the following: clearly identifiable need for the maximisation of Using a ‘smile in the mind’ mechanic to inject fun whenever, and wherever possible. humour and interest into the banal For brands: Brands that help generate better day- Engaging with consumers increasing to-day experiences of mundane activities will not awareness of ‘gamification’ culture to only be appreciated but will also stand out. As a encourage productivity via reward result of offering an alternate approach, they are We’re a creative communications Adding unexpected interest that allows more likely to be remembered and the experience agency with a network of will be retained for a longer period of time. 10,000 consumers at our heart. consumers to change their behaviour for the And we’re passionate about better - whether that be for self-improvement, It’s easy to be passionate about the things we understanding their world and time maximisation or even to help their connecting with them in the right love, but helping consumers to find passion in the way. If you’d like to know more surrounding environment mundane, monotonous, day-to-day tasks that we about how we do it, email all have to do is a great way to engage them and sara.gil@theloungegroup.com or call her on 020 7940 4381. really standout in a crowded market. theloungegroup.com