12.07.2012 T8 Connected Cities, Daniela Krautsack (Cows in Jackets) & Joanna Bakas (LHBS Consulting)

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12.07.2012 T8 Connected Cities, Daniela Krautsack (Cows in Jackets) & Joanna Bakas (LHBS Consulting)

  1. 1. CONNECTED CITIES connectingpeople, experiences and data Innovation – Insights – Interaction Daniela Krautsack & Joanna Bakas
  2. 2. rising urbanization
  3. 3. 60% by 2025Innovation – Insights – InteractionDaniela Krautsack & Joanna Bakas
  4. 4. 80% in Europe
  5. 5. urban citizens are more connected than ever
  6. 6. while the traditional consumer relied on tangible media such as TV, radio, newspapers, directmail, email, Google search or static websites, the connected consumer is not blindly seeking information, but is reliant on the right information finding him and her, in the right places
  7. 7. what is unique about “connected”consumers is that they find and shareinformation differently than their moretraditional counterparts –they make decisions differently
  8. 8. love their smartphones and tabletsnetwork in mobile and social networksthey check in to locations to signal to people nearby
  9. 9. install apps to better make decisionsthey research products and services in real-time and share them
  10. 10. Austria smart phone penetration 33 % 57% connections are through mobile SOURCE: http://www.rtr.at/de/pr/PI22112011TK
  11. 11. SOURCE: http://www.smartinsights.com/mobile-marketing/app-marketing/app-download-statistics/
  12. 12. urbanization and digitalization are posing interesting questions and possibilities on many levels
  13. 13. today’s cities are pervaded by a variety of visible and invisible media technologies, likemobile devices, RFID chips, wireless networks,GPS positioning, urban screens, media facades, sensors, CCTV cameras, and so on
  14. 14. these technologies coupled with the needsand desires of urban life bring a new meaning to the idea of relevance
  15. 15. where are places of interest nearby? who recommends this restaurant? where are myfriends now? is the air clean enough to go out? is the traffic not too dense? have I burned my 2500 calories today? what about the crime rate in my new neighborhood?
  16. 16. these all provide the opportunity to make our cities more lively and social, more personalized and efficient
  17. 17. MUNICIPALITY
  18. 18. CITIZENS
  19. 19. BRANDS
  20. 20. BRANDS
  21. 21. urbanism = marketingSince a growing number of governments have less money to spend,they need the financial support of world-leading companies to takecare of their primary tasks. Brands that are willing to pay for it areincreasingly able to sophisticatedly show their message in publicspace. Urbanism is marketing, as we already knew, but marketing hasalso proved itself to be a form of urbanism.
  22. 22. thesis #1:improve infrastructural conditions forcitizens
  23. 23. Apple initiative tosave the stores by saving the neighborhood
  24. 24. all tied to thebrand experienceThis is not a company that leaves much to chance and there was noway the sales gurus in Cupertino were going to let a dungeon-liketransit stop present the first impression of their sleek and glassystore.
  25. 25. from dangerous to social and inviting
  26. 26. IKEA URBANISM
  27. 27. http://www.youtube.com/watch?v=ezwWf9Hk7hY&feature=player_embedded
  28. 28. Barclay’ssuperhighway
  29. 29. thesis #2:Celebrateurban pride
  30. 30. competition of the neighborhoods
  31. 31. what’s your favoriteneighborhood social campaign
  32. 32. thesis #3:Make your ideas provideconvenience & utility to citizens
  33. 33. Scan, read and make the mostof down time
  34. 34. Using is the new owning
  35. 35. Shop whileyou wait
  36. 36. useful informationNike’s TRUE CITY is an iPhone appthat aims to give consumers ‘insider’information on six European cities,while also allowing users to sharetheir own tips and deliveringexclusive Nike offers and information.
  37. 37. thesis #4:Brands future city concepts
  38. 38. thesis #5:Enhance the urban experience
  39. 39. http://www.youtube.com/watch?v=dTk_9pmqspE
  40. 40. Google Red Bull street art view
  41. 41. fun and leisureBecks Gig Finder app helps users tofind local music gigs. The apps mapand GPS interface allow users to seewhere they are in relation to thegigs.
  42. 42. Thesis #5:Enrich the urban canvas
  43. 43. painting the ugliesturban places in the world
  44. 44. cities use colour to calm and happify citizens
  45. 45. http://www.youtube.com/watch?v=0qgY2emUKXA speaking the urban language
  46. 46. thesis #6:Let the people their cityLet them play – engage with eachother – and have fun
  47. 47. Urban non-digital playgrounds
  48. 48. it’s not a matter of advertising byshouting, but advertising bycontributingA good ‘marketing is urbanism’ campaign should add a lotof value to the community and be very reticent in the brandpromotion part.
  49. 49. MUNICIPALITIES
  50. 50. digital ny
  51. 51. digital viennaVienna has been providing open government data for its citizens since May 2011
  52. 52. CITIZENS
  53. 53. gaming for good:just an idea http://www.youtube.com/watch?v=X90mdiBXMao
  54. 54. CONCLUSIONS
  55. 55. it’s not a matter of advertising byshouting, but advertising bycontributingA good ‘marketing is urbanism’ campaign should add a lotof value to the community and be very reticent in the brandpromotion part.
  56. 56. open data and open mindsOpening data for the creation of new platforms by thirdparties can lead to better infrastructure and usability
  57. 57. mobilize to achieveWe can all use or create platforms to improve the quality ofurban lives
  58. 58. Thank you.

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