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04        Introduction /
                                          By Paul Kemp-Robertson, Contagious, and Dave Senay, Fleishman-Hillard

                                06        Movements /
                                          Evolution and empowerment

                                10        Purpose /
                                          Playing a role in society

                                13        Marketing as Service Design /
                                          Utility not noise

                                16        Divine Data /
                                          Insight by numbers

                                19        Technology /
                                          Big battles, small victors

                                23        Design /
                                          Personalised play

                                27        Social Business /
                                          Adopting an open door policy

                                30        Image Sharing /
                                          The year of the photo




MOVEMENTs   purpose   service   data   Technology   design    social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
Amplified Live /           33
                                                                                                Enhance, capture and share

                                                                                                           Screen Grabs /            36
                                                                                                Creating, sharing, watching

                                                                                                      Augmented Media /              39
                                                                                                 Layering content and utility

                                                                                                                 Retail /            43
                                                                                                 Shopping gets connected

                                                                                                            Personalisation /        47
                                                                                                                Here’s to you

                                                                                                       The New Loyalty /             50
                                                                                                     Services not schemes

                                                                                                              Payments /             53
                                                                                                  Changing the way we pay

                                                                                         Small But Perfectly Formed /                56
                                                                                              Little brands, big thinkers

                                                                                    Most Contagious / Award Winners                  60




                                                                                                                                                                       3

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified     screens     augmented   retail   personalise new loyalty   payment   SBPF
Contagious / Introduction
                                       By Paul Kemp-Robertson
                                       Welcome to the Most Contagious 2012 report,               Brands behaving as super-citizens is something
                                       our annual review of the trends, technologies and       that our consultancy team at Contagious Insider
                                       creative innovations that have influenced brands        explored in a Cannes seminar in June, where we
                                       this year. By putting the past 12 months into           presented the concept of brand as interface, not
                                       context we hope to equip you, in some small way,        interrupter. We used the title ‘Better With The
                                       for the challenges and opportunities that lie ahead.    Brand’ to suggest that the best brands are a
                                                                                               conduit through which the lives of real people can
                                         The golden thread stitching the year’s report
                                                                                               be made better. The original definition of the word
                                       together is citizenship. Think of the spirit of the
                                                                                               interface is to meet, to synchronise, to coordinate,
                                       London Olympics encapsulated by Tim Berners-
                                                                                               to harmonise. We think that a brand should behave
                                       Lee at the height of the opening ceremony,
                                                                                               as an indispensable tool or a common boundary
                                       tweeting ‘This is for Everyone’ to the watching
                                                                                               that connects people to information, augmented
                                       world. Think also of the disintermediating potential
                                                                                               content, services and experiences that they
                                       of Kickstarter and the grassroots fan fiction
                                                                                               wouldn’t get via any other means.
                                       communities that spawned Fifty Shades of Grey.
                                       How about the data-driven intimacy of Obama’s             That’s why this report is filled with examples of
                                       election campaign? The transparency and ubiquity        brands being driven by a higher sense of purpose.
                                       of social media is fuelling the rise of people          Brands have long behaved like corporate Medicis
                                       power. What’s more, Nielsen’s Global, Socially          – bestowers of creative munificence in the form of
                                       Conscious Consumer report found that 66% of             epic TV commercials or sponsored art – but now
                                       consumers prefer to buy from companies that             many are starting to take on the more purposeful
                                       have implemented programmes to give back to             role of NGOs. Most Contagious 2012 features
                                       society. Citizens the world over are demanding          examples of brands acting as lifesavers, health
                                       that advertising speeds up its radical shift from       and wellbeing networks, educators, ecologists,
                                       perfection to honesty, from control to collaboration.   technology incubators and – in the case of the
                                                                                               Red Bull Stratos mission from the edge of space –
                                         In Contagious Magazine’s recent case study
                                                                                               daredevil rocket scientists.
                                       on IBM (Issue 33) we looked at how one of the
                                       world’s biggest brands has re-engineered its            Maybe we should all be aiming higher.
                                       smarter commerce principles around the ‘Chief
                                       Executive Consumer’. This is a business philosophy
                                                                                               Paul Kemp-Robertson /
                                       also endorsed by Amazon founder Jeff Bezos:
                                                                                               Co-founder & Editorial Director
                                       ‘Above all else, align with customers. Win when
                                       they win. Win only when they win.’

                                                                                                                                                                                    4

MOVEMENTs   purpose   service   data       Technology      design     social biz    sharing    amplified   screens     augmented       retail   personalise new loyalty   payment   SBPF
Fleishman-Hillard / Introduction
                                                    By Dave Senay
                                                    You’re about to read remarkable stories about people and brands that are pushing
                                                    the boundaries of creativity and innovation. How branding is reinventing itself to
                                                    meet real human needs, delivering tools and services that truly improve our lives,
                                                    how social media is morphing into social business. And that’s just for starters.
                                                      Most Contagious is about the structure, nature and purpose of business itself,
                                                    and incorporates society as a whole. Creativity is breaking out of the confinements
                                                    of communications and marketing to the bigger, deeper role it needs to play in the
                                                    transformation of our organisations and society.
                                                     Businesses are rising and crashing faster than ever. We see this in the collapse
                                                    of the boundaries that used to separate public relations from marketing, reputation
                                                    management from brand marketing. These labels seem so irrelevant today. Your
                                                    brand is your reputation. Your reputation is your behaviour. How you are is who
                                                    you are.
                                                      This means our organisations must become exceptionally clear and aligned around
                                                    their core values, purpose and character. So we must communicate and behave in
                                                    a manner that is consistent with our beliefs. Businesses must define and know their
                                                    purpose and ensure that any marketing communication aligns with that. ‘Consumers’
                                                    need to be treated as people and provided with genuinely useful tools and services.
                                                    We need to look beyond the value of their latest transaction, towards building
                                                    lasting relationships.
                                                    Most Contagious will provide you with the inspiration. The next step is to channel
                                                    that into actions that make a difference. Over to you.

                                                    Dave Senay, President and CEO of Fleishman-Hillard
                                                    Most Contagious, in partnership with Fleishman-Hillard




                                                                                                                                                                              5

MOVEMENTs   purpose   service   data   Technology   design    social biz   sharing     amplified     screens    augmented      retail     personalise new loyalty   payment   SBPF
Movements /
                  Evolution and
                  empowerment
                                                                                                    As we pound towards the finish line of
                                                                                                    2012, we can finally glance back on the
                                                                                                    landmark events, movements and socio-
                                                                                                    economic shifts that have shaped the last
                                                                                                    12 months.

                                                                                                    We’ll try and save you the blood and sweat but
                                                                                                    we can’t guarantee not to tear up a little when
                                                                                                    replaying the collective glory of the Olympic
                                                                                                    Games or Obama’s choking speech to his victo-
                                                                                                    rious campaign staff… but more on that later.
                                                                                                    In 2011, we described how the torrent of infor-
                                                                                                    mation, collaboration and distribution afforded by
                                                                                                    the web was putting pressure not just on global
                                                                                                    industries, but also on governments and estab-
                                                                                                    lished social infrastructures. This year may have
                                                                                                    been less riotous, but it hasn’t failed to present
                                                                                                    significant fodder for the increasingly connected,
                                                                                                    enlightened and empowered world to sink its
                                                                                                    tweet-sharpened teeth into. So let’s begin…

                                                                                                                                                                   6

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
Photo © It’s Your London / www.itsyourlondon.co.uk




                                                                                                                                                                                                                                           Photo: bit.ly/11pWuzJ
                      London 2012 /                                       united every nation that took part, tuned in and                                                            Mitt Romney’s digital director, 33-year-old Zac
                      The spirit of the Olympic Games was summed          tweeted. Well played, social media.                                                                       Moffatt, claimed in a pre-election interview with
                      up during Danny Boyle’s epic opening cer-           bit.ly/olympics-social-infographic                                                                        Mashable that Obama’s team was ‘still running
                      emony, when father of the web, Tim Berners-         bit.ly/olympics-instagram                                                                                 their Facebook campaign like it’s 2008’. In con-
                      Lee, took centre-stage and live-tweeted: ‘This is                                                                                                             trast to the Obama team’s failure to adapt and
                      for everyone’. The message coursed around the       US Presidential Election /                                                                                evolve, he claimed that his strategy centred on
                      stadium on over 70,000 handheld pixel screens                                                                                                                 driving engagement only on the platforms most
                                                                          When Obama won his first term in office in                                                                relevant to Romney and his campaign. These
                      wielded by the crowd. London 2012 was an
                                                                          2008, it was no secret that his team wielded a                                                            were Google, Facebook and Twitter, although
                      Olympic Games for, about and powered by the
                                                                          distinct advantage over McCain et al. thanks to                                                           Moffatt also flirted with Instagram and Pinterest.
                      people.
                                                                          their competency in the social web and engag-
                       Beyond the sentiment of this message was the       ing the hoards of precious young voters who                                                                 Yet the Obama administration’s head start on all
                      amplification of the Olympics via social media,     were flocking to Facebook, YouTube and Twit-                                                              these platforms proved too much to overcome. At
                      prompting the ‘Social Games’ tag. According to      ter. 2012, however, was a different matter; not                                                           the time of election, Obama’s 28.8m Facebook
                      monitoring agency Radian 6, 9.9 million Olympic     only were the Republicans catching up in the                                                              Likes played Romney’s 7.1m; 19.9m Twitter fol-
                      tweets were sent over the course of the 17 days.    polls as well as in their social media compe-                                                             lowers played 1.1m. In terms of activity, the two
                      Tracking tool VenueSeen revealed that 260,000       tency, but Obama’s team now had to appeal to                                                              teams employed surprisingly similar tactics, both
                      images were uploaded to Instagram with the          a much wider range of demographics on social                                                              opting for consistent, lightweight engagement
                      hashtag #London2012.                                platforms (Facebook’s user base had increased                                                             and tempting voters with competitions to win din-
                                                                          from 100 million to 800 million). Also the novelty                                                        ner with Obama or a ride on Romney’s jet.
                        High levels of interaction were sustained, with
                      #Paralympics trending worldwide during the          of social media was wearing off for many voters,                                                            The key difference, however, was tone. Oba-
                      Paralympics closing ceremony. For the first time    so the same issues that face the world’s biggest                                                          ma’s team painted a far more intimate and per-
                      in their 52-year history, the Paralympic Games      brands today also troubled both parties’ election                                                         sonal picture of their candidate. In the end, it was
                      sold out, proving that, in mobilising and empow-    teams – namely figuring out how to offer genu-                                                            this that signified Obama’s timely rediscovery of
                      ering the masses, London 2012 created an insa-      ine relevance and value.                                                                                  the ‘everyman’ mojo that won the world’s heart
                      tiable appetite for Olympic competition which                                                                                                                 in 2008 and ended up clinching him a second


                                                                                                                                                                                                                                                                   7

MOVEMENTs   purpose      service       data     Technology     design     social biz   sharing     amplified     screens                            augmented                                   retail    personalise new loyalty          payment                 SBPF
movements /
                  evolution and
                  empowerment




                  term in office. He declared victory on Twitter
                  and then Facebook shortly after the first US
                  network made the announcement. The now
                  infamous ‘Four more years’ picture used by
                  his team has since become the most shared
                  in history, racking up a record 4.4m Likes on
                  Facebook and over 817,000 retweets.
                  tinyurl.com/mashable-romney-obama
                  tinyurl.com/social-media-election2012


                  Disintermediation / Crowdfunding                   on the Kickstarter blog show that as of            expectations of backers, clarifying in its
                  Admittedly it hardly trips off the tongue, but     31 August, Games had racked up $50m,               blog posts that the platform ‘is not a shop’
                  disintermediation (that’s cutting out the mid-     beating Film ($42m) Design ($40m) Music            and there will be no equity crowdfunding or
                  dle man) has been one of the hottest topics        ($25m) and Technology ($16m).                      IPO made available. The process currently
                  in the Contagious office this year.                tinyurl.com/9trtdlp                                remains firmly rooted in gifting, not owner-
                                                                                                                        ship, although this hasn’t stopped many
                    On 19 November, video game designer
                                                                       Despite the success of Kickstarter, 2012         economists claiming that the real revolution
                  Chris Roberts smashed the record for the
                                                                     has also revealed potential cracks in the          will come when backers will be able to obtain
                  most crowdfunding ever raised for a new
                                                                     crowdfunding model. In November Kick-              equity in exchange for their investment.
                  title – US$6.2m – pledged by PC gamers
                  around the world to see his space sim, Star        starter was sued by 3D Systems – a leading         tinyurl.com/c9fw38m
                  Citizen, get made. The generous gamers             maker of 3D printers – which claimed that
                  won’t get hold of an alpha version of the          its patents were being infringed by a device       Disintermediation / Fifty Shades of Grey
                  title for at least another year, but their faith   made by an MIT-bred company, Formlabs,             Lastly, we can’t cover disintermediation
                  and investment is a perfect example of how         which secured over $2.9m on the crowd-             without recognising the amateur success
                  crowdfunding has matured in 2012.                  funding platform. As more established com-         story of 2012 – E.L. James’ (aka Brit-
                  tinyurl.com/9amw3tc                                panies start to see their offering undercut by     ish author Erika Leonard’s) erotic novel
                                                                     crowdfunded challenger brands, perhaps             Fifty Shades of Grey. Although eventually
                                                                     it is inevitable that the rigour and legality      published through a traditional publisher
                    Roberts sourced $2.1m of his funding
                                                                     of Kickstarter projects will be increasingly       (Random House subdivision Vintage
                  through Kickstarter, with roughly 34,000
                                                                     called into question. Crowdfunded legal            Books), Fifty Shades started out as some-
                  backers donating an impressive average of
                                                                     representation anyone?                             what niche Twilight fan fiction written under
                  $62 each. This is consistent with current
                  behaviour on the platform, with video games        tinyurl.com/c8aw8my                                the pen name ‘Snowqueen’s Icedragon’.
                  receiving more funding this year than any                                                             It lived first on fanfiction.com, then on
                                                                      Kickstarter is working hard to manage the
                  other category. Official figures published                                                            Leonard’s own website, FiftyShades.com,

                                                                                                                                                                                             8

MOVEMENTs   purpose    service        data      Technology      design     social biz      sharing   amplified        screens   augmented      retail    personalise new loyalty   payment   SBPF
before being released as an e-book, join-           The standard in mass, online education was set by the Kahn Acad-          It is two of Thrun’s colleagues at Stanford, Andrew Ng and
     ing the hundreds of thousands of other              emy, founded in 2006 by Bangladeshi MIT and Harvard Business            Daphne Koller, who are responsible for 2012’s other standout
     titles now being sold directly from author          School graduate, Salman Khan. This non-profit organisation relies       source of online education – Coursera. Unlike the Kahn Academy
     to reader on Amazon.                                on donations for funding and has delivered over 200 million lessons     or Udacity, Coursera partners with 33 existing universities such as
       Only after it gained significant traction on      (approx. 3,600 of which are available on YouTube) across topics         Princeton, Michigan and Pennsylvania to make some of their most
     e-readers around the world was it selected          including medicine, art history, macroeconomics and computer sci-       popular courses available for free online. It has already attracted
     for re-release by Vintage and proceeded to          ence. What 2012 has brought, however, is a new generation of            1.8m students since April, as well as $16m in first round venture
     become the best-selling book in British his-        alternatives inspired by Kahn’s original dream to provide a ‘high       funding. As Koller explained to the Guardian newspaper in Novem-
     tory and spend a record 20 weeks at No.1            quality education to anyone, anywhere’.                                 ber, ‘We had a million users faster than Facebook, faster than Ins-
     on USA Today’s best-selling books list. Like        www.khanacademy.org                                                     tagram. This is a wholesale change in the educational ecosystem.’
     or loathe Fifty Shades, it proved that any-                                                                                 www.coursera.org
     one with a basic knowledge of BDSM and a              Most notable is Udacity, founded by Stanford professor and
     passion for the written word could become           Google Fellow Sebastian Thrun. Unlike the Kahn Academy, Udac-             So there you have 2012, a year in which the novelty of social media
     one of the most successful authors of all           ity is a private organisation funded by venture capital firm, Charles   wore off and in its place arrived a new standardised expectation for
     time. Go internet.                                  River Ventures, as well as other companies such as Google that          how we can interact with the world. This includes controlling what
                                                         sponsor specific courses in exchange for access to the most             products are made and how much we pay for them, right through
     Democratised Education /                            promising talent. Launched in February this year, Udacity currently     to accessing the kind of education that will create and empower
     Potentially the most socially significant           specialises in computer science, with courses including Program-        whole new generations of technological entrepreneurs from differ-
     well to spring forth from the internet in           ming Languages and Applied Cryptography, although 2013 will             ent nations around the world. Think we’re making progress now?
     2012 is that of democratised educational            see HTML5 Game Development added to the syllabus amongst                Something tells us we ain’t seen nothing yet…
     resources. Put simply, online learning that         other new subjects. Udacity currently has approximately 400,000
     now extends far beyond a bodged Sweet               students worldwide.
     Child O’ Mine guitar tutorial on YouTube…           www.udacity.com



                                                                                                                                                                                                    9

MOVEMENTs    purpose       service       data         Technology    design     social biz    sharing     amplified    screens    augmented      retail   personalise new loyalty     payment        SBPF
Purpose /
                  Playing a                                                                                   Purpose has been an overriding
                                                                                                              theme of 2012, with companies


                  role in
                                                                                                              realising that a brand doesn’t exist
                                                                                                              inside a bubble of happy, shiny
                                                                                                              marketing; it has a role to play in


                  society
                                                                                                              society.

                                                                                                              As David Hieatt, founder of Hiut Denim
                                                                                                              (featured in our Small But Perfectly
                                                                                                              Formed section), says: ‘The great brands
                                                                                                              of the world make a great product but
                                                                                                              also have a clear understanding of their
                                                                                                              purpose. They understand the “why” as
                                                                                                              well as the “what” and the “how”.’
                                                                                                              One company that embodies this is
                                                                                                              US restaurant chain Chipotle, with its
                                                                                                              ‘Food with Integrity’ mission that pushes
                                                                                                              the organic food agenda and fights the
                                                                                                              cause of beleaguered farming communi-
                                                                                                              ties in America’s bread basket states.
                                                                                                              Contagious was delighted to see its
                                                                                                              animated Back to the Start film (featured
                                                                                                              in Most Contagious 2011) win a flurry of
                                                                                                              awards this year, with its prize money for
                                                                                                              the Grandy appropriately donated to the
                                                                                                              Chipotle Cultivate Foundation.

                                                                                                                                                                   10

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
Movements
                    The New
                    World Order




        Another Contagious favourite, the out-           The Daktari 1525 service enables Safa-         ping their network, linking them up with
      door brand Patagonia, pinned its sus-            ricom customers to dial 1525 on their            local people who are part of the scheme.
      tainable colours to the mast in January by       mobiles 24/7 to be connected, via Safa-          Members can even call people directly to
      becoming a certified B Corp, an idea that’s      ricom call centres, to one of 50 qualified       arrange giving blood in an emergency.
      gathering momentum across the US. There          doctors recruited by Dial-a-Doc. The call
                                                                                                           By using its infrastructure to extend its
      are now some 650 B Corps, validated by           charge of Kshs20 per minute (to cover the
                                                                                                        remit in this way, Tata Docomo is acting as
      the non-profit B Lab based on meeting            doctors’ fees, rather than the connection
                                                                                                        an NGO, stepping in to provide the kind of
      specific standards for social and environ-       charge) is subsidised by Safaricom, which
                                                                                                        life-saving scheme that it could take gov-
      mental performance, legal accountability         recently slashed it in half to widen access.
                                                                                                        ernments years to set up.
      and transparency.                                The service currently handles around 2,000
                                                       calls per day. Featured in Contagious 31.        www.bloodlineclub.com
        The fact is, people like to be good. One of
      Contagious’ choice stats of the year came          The company continues to explore new           Renault / MOBILIZ
      from Nielsen’s Global, Socially Conscious        ways to transform people’s lives via its
                                                                                                        To help the socially or economically
      Consumer report, which found that 66% of         mobile network. In October, it joined forces
                                                                                                        excluded in France, automotive company
      consumers around the world prefer to buy         with mobile technology company M-KOPA
                                                                                                        Renault launched Renault MOBILIZ in July.
      from companies that have implemented             to make solar power accessible to low
                                                                                                        This initiative aims to make transport more
      programmes to give back to society. Below        income families in rural Kenya via a pay-as-
                                                                                                        accessible for those who can’t afford to
      are our top picks from the year.                 you-go Safaricom SIM card.
                                                                                                        own or maintain a car.
                                                       tinyurl.com/daktari1525
      Safaricom / Daktari 1525                                                                            Renault is working with volunteer garages      Renault has long held the ambition of pro-
      To differentiate itself in the Kenyan telco      Tata Docomo / BloodLine Club                     and dealerships in its network, called         viding mobility for all, but this programme
      marketplace, the company behind success-                                                          ‘Socially Responsible Renault Garages’ or      shows the automotive company moving
                                                       Telecoms companies are a vital link between
      ful mobile money transfer service M-Pesa                                                          ‘Garages Renault Solidaires’, to develop       beyond its core product to invest in mobility
                                                       people. Indian telecoms service Tata Doc-
      has rolled out a mobile health service.                                                           affordable repair schemes for those on low     services. With lack of access to transport
                                                       omo has demonstrated the potential of
                                                                                                        incomes. It is also partnering with NGO        being one of the major causes of social
        With just one doctor for every 10,000          using this link for philanthropic purposes
                                                                                                        Voiture & Co to support initiatives such as    and economic exclusion, Renault MOBILIZ
      people in Kenya, Safaricom (working with         with a peer-to-peer blood donor matching
                                                                                                        car-pooling, community transport, and low-     offers a genuine lifeline to the eight million
      agency Squad Digital, Nairobi) joined            service called the BloodLine Club.
                                                                                                        cost car hire and has launched (with an ini-   people in France living below the poverty
      forces with Dial-a-Doc Ltd, an organisation        Volunteer blood donors sign up via their       tial budget of €5m) an investment company,     line – who wouldn’t otherwise be custom-
      specialising in the dissemination of medical     mobile, Facebook or Twitter by entering a        MOBILIZ Invest, to finance companies           ers of Renault, but may well yet become so.
      information, to improve access to expert         few details including, of course, their blood    developing innovative mobility solutions for   Featured in Contagious issue 32.
      medical advice for those living in rural areas   type. In the event that someone needs            people in social and financial difficulty.     www.renault-mobiliz.com
      and relieve pressure on overstretched out-       blood, they’ll be pinged, and should they
      patient departments.                             need blood themselves, they can then

                                                                                                                                                                                                  11

MOVEMENTs   purpose       service        data     Technology     design     social biz    sharing      amplified    screens    augmented      retail   personalise new loyalty      payment        SBPF
Movements
                  The New
                  World Order




                  Banco Popular / The Most Popular Song           song quickly topped the music charts and
                    Surprise hit of the year comes courtesy of    helped spark debate about the local econ-
                  Puerto Rico’s largest bank. Showing how         omy and the country’s future. The campaign
                  a sense of purpose can be aligned with a        culminated with the bank organising a free
                  company’s mission (and achieve a PR win         concert (featuring El Gran Combo) for over
                  in the process), Banco Popular set out to       60,000 Puerto Ricans in January this year.
                  revive the country’s economy this year by         The campaign generated $2.3m in earned
                  effecting a fundamental cultural change.        media and helped Banco Popular to soar
                    In Puerto Rico, 60% of the population         to an unprecedented 80% on a reputation
                  lives on government handouts and this wel-      index. It won the PR Grand Prix at Cannes,
                  fare culture is celebrated in the hit song No   fulfilling the jury’s criteria of a strong idea,
                  Hago Más Ná (‘I Do Nothing’). Based on          audience impact and a sense of purpose.
                  this insight, Banco Popular – with agency       Featured in Contagious issue 32.
                  JWT, San Juan – approached popular salsa        www.popular.com
                  band El Gran Combo to re-write their song       www.jwt.com/themostpopularsong
                  so that the lyrics extolled the benefits of
                  work rather than advocating laziness. The

                                                                                                                                                                                        12

MOVEMENTs   purpose    service       data      Technology     design    social biz     sharing      amplified        screens   augmented   retail   personalise new loyalty   payment   SBPF
Marketing as
                  Service Design /
                  Utility not noise
                                                                                                    Brands have long taken a good,
                                                                                                    hard look at consumer behaviour.
                                                                                                    But what if, instead of using that
                                                                                                    insight to serve people with the
                                                                                                    right type of ad at the right time,
                                                                                                    marketers considered adding value
                                                                                                    to the lives of those people, or
                                                                                                    removing pain points?

                                                                                                    That’s a service-design approach to mar-
                                                                                                    keting. We saw it in action in March this
                                                                                                    year when Dubai pizza-delivery company
                                                                                                    Red Tomato realised that because of
                                                                                                    the number of languages spoken in the
                                                                                                    Emirate, each phone-based order took
                                                                                                    nine minutes for customers to complete.
                                                                                                    No amount of leaflets through doors
                                                                                                    would ever overcome that situation.



                                                                                                                                                                   13

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
MArketing as
                      service design /
                      utility not noise




                                                              But what about – courtesy of TBWA RAAD
                                                              – a Bluetooth-enabled fridge-magnet button
                                                              that instantly sent an order for that customer’s
                                                              favourite pizza via mobile when pressed? That
                                                              would revolutionise the whole process. It’s a
                                                              marketing solution so frictionless and, dare         no longer feels like you’re being sold to, merely offered help and utility. Fea-
                                                              we say it, magical, that similar fridge magnets      tured in Contagious issue 30.
                                                              were quickly developed by Evian in France            tinyurl.com/TramApp
                                                              and Turkish telco Turkcell. Featured in Con-
                                                              tagious issues 31, 32 and 33.                        Delta / Fly Delta App
                                                              www.redtomato.biz/magnet                             US airline Delta updated its mobile app to allow customers to track their
                                                              tinyurl.com/c6qnfet                                  bags once they disappeared down those mysterious airport conveyor belts.
                                                                                                                   Passengers who have scanned their bag tag can keep updated on its loca-
                                                              Västtrafik / Tram Sightseeing                        tion even while on a flight, offering a little peace of mind that, even if it’s not
                                                              Gothenburg’s local transport authority, Väst-        where it’s meant to be, it’s at least not lost. A YouTube video, Your Bag’s
                                                              trafik, was keen to get tourists off expensive       Journey via Wieden+Kennedy, New York, showing what goes on ‘behind
                                                              tour buses and onto its tram network. So rather      those rubber flaps’ has now cleared the 1.5 million view-count mark. The
                                                              than bombard them with ads, it took a service-       app also allows people to check-in, view updates to flight and boarding
                                                              design approach to the problem. Created by           times, change their allocated seat and rebook a cancelled flight. The app is
                                                              Forsman & Bodenfors, a free Tram Sight-              part of a wider personalisation drive from the airline, which includes making
                                                              seeing app guided people to their nearest            a range of back-end logistics data, including passenger profiles and ecom-
                                                              tram stop. Once they were on a moving tram,          merce behaviour, available to customers. Featured in Contagious 30.
                                                              the app used the phone’s GPS to play an              tinyurl.com/DeltaAndroid
                                                              audio tour triggered by the user’s specific          tinyurl.com/DeltaiTunes
                                                              location, telling travellers about landmarks as      www.youtube.com/watch?v=ocbxS5aWUSo
                                                              they passed them. Each tour told users when
                                                              to change trams and dropped them back at             Orca Chevrolet / Rescue Drive
                                                              their original location 45 minutes later.            Thinking more broadly about the customer journey than just how to entice
                                                                Forsman & Bodenfors told Contagious                people onto its forecourt, the Orca Chevrolet car dealership in Brazil took
                                                              that the goal was ‘to produce advertising            an insightful approach to promoting the new Chevrolet Cobalt. Its Rescue
                                                              that didn’t feel like advertising’. It’s an objec-   Drive campaign, created by Monumenta, Brasilia, saw the business part-
                                                              tive that encapsulates marketing as service          nering with a local breakdown service to send a new Cobalt (along with
                                                              design: providing something so useful that it        a salesman) to people stranded with broken-down vehicles. While the


                                                                                                                                                                                                         14

MOVEMENTs   purpose       service         data   Technology   design      social biz    sharing      amplified     screens     augmented       retail     personalise new loyalty      payment           SBPF
rescue company towed their faulty car away, Orca Chev-             With more than 498,000 coded messages written and
       rolet allowed motorists to drive themselves home in the new      an average site dwell time of five minutes 30 seconds,
       Cobalt.                                                          the brand not only positioned itself as a trusted friend to
         At its core, Rescue Drive was a smart way to add value         teenage girls, but potentially provided it with a huge quan-
       to people’s lives while also running a product demo pre-         tity of personal insights about its target market. Featured in
       cisely at the time when drivers may be considering a new         Contagious issue 31.
       purchase, i.e. when their old car had crapped out on them.       www.dermacydteencode.com.br
       Go-getting managers looking to maximise productivity will
       no doubt like the way it mobilised showroom staff and stock      Bupa / FoodSwitch
       into action instead of passively waiting for customers to        In a bid to help Australians make healthier food choices,
       come to them. Featured in Contagious issue 32.                   medical health insurance provider Bupa launched its
       www.orca.com.br                                                  FoodSwitch app in January. Supermarket shoppers can
                                                                        use the app to scan food to view traffic-light coded info
       Dermacyd / Teen Code                                             about the saturated fat, sugar and salt content in more
       In an attempt to become part of Brazilian girls’ conversa-       than 20,000 products, as well as receive suggestions for
       tions, intimate soap Dermacyd Teen with Publicis, São            healthier options. The app, based on three years’ research
       Paulo created an online tool which allowed people to trans-      by The George Institute for Global Health, was down-
       late social-media posts into Teen Code – a secret language       loaded 26,000 times in the first 24 hours of its release – a
       of symbols, numbers and letters. In order to write in Teen       figure which rose to 75,000 in just five days, making it Aus-
       Code, people first had to gain access to the site by proving     tralia’s most downloaded free app on iTunes.
       they were a girl – answering questions such as ‘When is            Unlike traditional advertising, services are able to truly mani-
       the best time to moisturise?’ Highly secret messages could       fest brand promise and FoodSwitch is a great example of
       then be encoded and posted publicly across social net-           this. As a medical health insurance provider, Bupa’s mar-
       works, allowing friends to copy them and translate using the     keting may encourage, persuade and influence people to
       same Dermacyd site – as long as they could pass the ‘girls       adopt a healthy lifestyle. This app goes one step further, actu-
       only’ entry criteria.                                            ally helping people to attain it. Featured in Contagious 30.
                                                                        tinyurl.com/foodswitch


                                                                                                                                                                                            15

MOVEMENTs   purpose      service       data     Technology     design       social biz    sharing      amplified      screens      augmented   retail   personalise new loyalty   payment   SBPF
Divine Data /
                  Insight by
                  numbers                                                                           If you were in any doubt as to the
                                                                                                    value of being more data literate,
                                                                                                    this year’s race for the White House
                                                                                                    should have you dusting down your
                                                                                                    calculator.

                                                                                                    So-called ‘big data’ proved its worth for
                                                                                                    President Obama, but for brands and
                                                                                                    marketers the challenge remains of what
                                                                                                    to measure, how to do it and how to act
                                                                                                    upon it. According to 2012 research
                                                                                                    from the Corporate Executive Board,
                                                                                                    marketers depend on data for just 11%
                                                                                                    of customer related decisions.
                                                                                                    It’s not just companies that are grap-
                                                                                                    pling with data: new tools are emerging
                                                                                                    to help more people ‘divine’ personal
                                                                                                    insights from their physiology too, to
                                                                                                    help them improve their health and
                                                                                                    wellbeing.




                                                                                                                                                                   16

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
Divine data /
                      insight by
                      numbers




      Predicting Presidents /                                                             accessible. All that changed this year when Nike’s Digital Sport unit, work-
      When asked by a reporter what lesson would-be 2016 US Presidential                  ing with R/GA and AKQA, launched Fuel, a new metric for measuring
      candidates should glean from the 2012 election, David Axelrod, chief                physical activity, and a piece of kit to collect the required input data, Fuel-
      strategist for the re-elected Barack Obama, replied: ‘I would invest in peo-        Band. Nike effectively now sees itself as a tech company.
      ple… who understand where the technology is going and what the poten-                The sleek black wristband measures steps taken, calories and time spent
      tial will be by 2016 for communications, for targeting, for mining data, to         exercising via a three axis accelerometer to work out a Nike Fuel score
      make precision possible in terms of both persuasion and mobilisation.’ His          against a daily target. The effect? Throughout the day, Nike – mimicking the
      words will no doubt also be ringing in the ears of CMOs the world over.             relationship between the brand’s founders, coach Bill Bowerman and his
        With an analytics team five times larger than in 2008 and on the back of          college athlete Bill Knight – offers the wearer encouragement to be more
      a promise from campaign manager Joe Messina ‘to measure every single                active.
      thing in this election’, the sophisticated Democrat data machine (known as           A double Cannes Lions Grand Prix success, Stefan Olander, Nike’s VP
      Narwhal) crunched its way to helping raise over $1bn in campaign funds,             of digital sport, told us in Contagious 32 that the thinking behind FuelBand
      bagging Obama 1.25 million more votes from 18 to 24-year-olds than in his           was a customer centric sense of purpose: ‘We don’t start with technology
      previous outing. Its influence on the final result was emphatic.                    or the potential profit, we always start with the athlete. I think that’s an
        But data-crunching wasn’t solely the preserve of backroom pollsters:              important distinction, because when you do that the other things follow.’
      many regular voters seeking smart analysis turned their attention from tra-         www.nike.com/FuelBand
      ditional political commentators towards stats junkie Nate Silver. Silver’s
      predictive modelling, hosted on blog FiveThirtyEight at the New York Times          Adidas / miCoach Elite System
      website, correctly predicted the race’s outcome in all 50 states, often in the      Not to be left behind, adidas has been making progress with its own per-
      face of staunch scepticism from the old guard. At one point in the election         sonal fitness tracking tool, miCoach. Football could be on the brink of its very
      run-in, a fifth of traffic to the New York Times website visited Silver’s blog.     own Moneyball moment, after the German sportswear brand announced in
      fivethirtyeight.blogs.nytimes.com                                                   July a deal with Major League Soccer (MLS) in the US, whereby every
                                                                                          player in the league next season will be equipped with a miCoach Elite
      The Wearable Watchmen /                                                             System data cell. The data transmitted from the devices during games
      The Quantified Self movement has gathered momentum over the past few                (including metrics such as heart rate, speed, acceleration, distance, field
      years, but for most wannabe self-analysts there has been something miss-            position and, power) will help coaches on the touchline make better selec-
      ing: simple, affordable (and cool) technology to make personal analytics            tion decisions based on performance levels. The MLS is also promising to

                                                                                                                                                                                                 17

MOVEMENTs   purpose       service       data      Technology      design     social biz     sharing      amplified     screens     augmented       retail    personalise new loyalty   payment   SBPF
Divine data /
                       insight by
                       numbers




     make at least some of that data available to        installed the app to bid with their kilometres.                                              Life Stadium. The aim was to provide bet-
     fans for greater insight into their favourite       A total of 1,000 km were offered for the first                                               ter experiences for fans, for whose custom
     teams. Contagious 33.                               pair of Nike Free 5.0. Contagious 31.                                                        the stadium now competes with the ever-
       Meanwhile, for those a touch shy about              Meanwhile, UK insurance broker Mota-                                                       more sophisticated comforts of home and
     their self-quantifying ways, help may be            quote partnered with Dutch GPS naviga-                                                       big screen HDTV. The result? By running
     at hand from Indiegogo-funded company               tion specialists TomTom in February to cre-                                                  data from inputs such as information from
     Misfit Wearables. Its first product, Shine,         ate a new data-driven policy that gives lower                                                turnstile passages, weather reports, traffic
     is the size of a quarter and discreetly clips       premiums to people who drive better. The                                                     conditions, and social media updates, IBM’s
     on to clothing to collect activity data. It         Fair Pay policy sees customers provided                                                      Intelligent Operations Centre will soon be
     syncs with an iPhone when placed on the             with a modified satnav that sends details                                                    able to advise stadium management and
     phone screen without a Bluetooth or cable           about their driving back to the insurer in                                                   fans in real time on anything from where to
     connection.                                         real time, as well as to the screen, meaning                                                 find a car park space, to which parts of the
                                                         drivers can modify and improve their driv-                                                   stadium have best performing concessions.
     www.adidas.com/us/micoach
                                                         ing style whilst Motaquote can offer fairer                                                  See IBM case study in Contagious 33.
     www.misfitwearables.com
                                                         deals. Contagious issue 30.                                                                    Meanwhile over at Flushing Meadows, as
     Performance-Based Data Deals /                      nikemexico.mx/subasta                                                                        part of its sponsorship of the US Open, the
                                                         www.motaquote.co.uk                                                                          IBM analysts were crunching match stats to
     For those inclined to track and share data
                                                                                                                                                      offer fans new insights into the strategies of
     on their physical performance, benefits and
                                                         IBM /                                                                                        the competing players. The Game Changer
     offers lie in wait from brands keen to lure or
                                                         Over the last year, business software spe-                                                   Wall was updated in real time to show not
     reward high value customers.
                                                         cialist IBM has been working with sports                                                     only real-time predictions on match out-
       Nike in Mexico used data generated                                                                                                             comes, but also how player performance
                                                         organisations to help fans understand and
     from Nike+ gizmos to reward runners in a                                                                                                         affected social media sentiment.
                                                         analyse performance in new ways, whilst
     week of online auctions. Bid Your Sweat,
                                                         also showcasing its technology and data                                                      tinyurl.com/85fvbyb
     with JWT, Mexico, saw the kilometres that
                                                         capabilities.                                                                                www.usopen.org/ibm
     runners amassed converted into currency
     which could be bid on products such as               At the start of the year, the software com-
     Nike FuelBands. The further they ran, or the        pany partnered with NFL team Miami Dol-
     better they performed, the more ‘currency’          phins to install some of its Smarter Cities
     they amassed. In two weeks, 5,000 people            analytics solutions into the franchise’s Sun

                                                                                                                                                                                                 18

MOVEMENTs    purpose       service       data         Technology    design      social biz     sharing     amplified   screens   augmented   retail   personalise new loyalty      payment       SBPF
Technology /
                  Big Battles,
                  Small Victors
                                                                                                      Patent Wars erupted into
                                                                                                      mainstream consciousness in 2012,
                                                                                                      with Apple beating Samsung in the
                                                                                                      first of the year’s major quarrels.

                                                                                                      Technology consumers are beginning to
                                                                                                      understand the capital value of patents,
                                                                                                      both in defending a company’s intel-
                                                                                                      lectual property and litigating against
                                                                                                      others, often labeled Patent Trolls. As
                                                                                                      one Silicon Valley insider told us, it’s like
                                                                                                      an arms race, with major tech compa-
                                                                                                      nies comparing their stacks of patents
                                                                                                      against each other.




                                                                                                                                                                   19

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
Technology /
                    Big Battles,
                    Small Victors




                                                                                         entrance to the company’s I/O developer conference, where Google out-
                                                                                         fitted skydivers and bike riders in the glasses and got them to live display
                                                                                         their stunts through a Google+ hangout before meeting co-founder Ser-
                                                                                         gey Brin onstage. Google sold a prototype of its glasses to the develop-
                                                                                         ers who attended the conference for $1,500. This project illustrates the
                                                                                         potential of how wearable computing can make it more seamless for con-
                                                                                         sumers to share and access information. In September, during New York
                                                                                         City’s Fashion Week, Diane von Furstenberg’s fashion show saw mod-
                                                                                         els wearing the glasses striding down the runway. After the show Google
                                                                                         published a YouTube video of footage captured by models, stylists, and the
                                                                                         designer herself. Contagious 31.
                                                                                         plus.google.com/+projectglass

       The strategic flow of rare earth metals and the conditions in which prod-
                                                                                         Rethink Robotics / Baxter
      ucts are assembled have become part of the transparency discussion for
      major brands. Investigation into Foxconn, supplier to Apple and others,            Baxter Rodney Brooks, world-renowned robotics expert and professor
      has sparked ethical questions around consumption and compensation.                 emeritus at Massachusetts Institute of Technology, along with his com-
      Meanwhile, makers in the developed world are debating the efficacy of              pany Rethink Robotics, has created Baxter, a robot designed to help US
      robots versus humans, to assemble parts in factories, to choose pills in           manufacturers. Baxter was created to be more human than existing robots,
      pharmacies, to drive cars and to write articles.                                   with eyes on a screen that register emotions like happiness or surprise.
                                                                                         Baxter adapts to changing conditions and can be taught to perform new
        Small prototypes point the way forward. We saw many types of wearable            tasks. Importantly, at $22,000 Baxter is cheaper than most traditional
      tech offer additional dimensions and functionality. And it’s getting easier        robots, which may help revive US manufacturing. Contagious 33.
      to raise money, with Kickstarter and other crowdfunding sites continuing
                                                                                         www.rethinkrobotics.com
      to power intriguing projects. But, watch what you make, and how long
      you take: Kickstarter has just been named in a patent case, and murmurs
      about project fulfillment times and realistic goals versus hype and fraud are      Disney Research / REVEL
      becoming louder…                                                                   Disney’s research arm is working with academics from Carnegie Mellon
                                                                                         University, Pittsburgh, to develop technology that will add artificial tactile
      Google / Project Glass                                                             sensations to almost any surface or object. REVEL, by Disney Research,
                                                                                         Pittsburgh, is a wearable system that can add textures to furniture, touch
      By far this year’s sexiest piece of tech is Google’s Project Glass, from the
                                                                                         screens, walls, art, plastic or even human skin. The system injects a weak
      company’s X Lab. Essentially a pair of augmented reality spectacles, the
                                                                                         electrical signal into a user’s body, so when they touch the surface of another
      device allows users to see messages, calendars, maps and even record
                                                                                         object connected to the system, it becomes augmented with an additional
      and stream live video. After launching in April, Glass made a daredevil

                                                                                                                                                                                                20

MOVEMENTs   purpose      service        data     Technology     design      social biz      sharing     amplified     screens     augmented       retail    personalise new loyalty   payment   SBPF
Technology /
                  Big Battles,
                  Small Victors




                  artificial texture. For instance, while wearing the REVEL       the game, or charging after a free trial. Hacking is encouraged – the device
                  system, you may be able to feel the texture of stuffed tor-     opens with standard screws and rooting it will not void the warranty. This
                  toises’ shells through a plexi case. The creators believe the   has had the snowball effect of encouraging prominent developers to commit
                  mobile, inexpensive technology could be used to let people      games to it. Robotoki founder Robert Bowling has announced an episodic
                  access private tactile information on public touchscreens,      prequel to Human Element exclusively to Ouya. He told PocketGamer:
                  experience personal sensations in applications or games,        ‘We really need to adapt our experiences and universes to the device our
                  or get dynamic tactile feedback from posters and maps.          players are engaging with most.’ Contagious 32.
                  We can also envisage how the system could add an extra          www.ouya.tv
                  textural layer to entertainment content, advertisements or
                  shopping websites. Contagious 33.                               Nest /
                  tinyurl.com/disneyrevel                                         Former chief architect at Apple, Tony Fadell, has taken the minimalism and
                                                                                  sleekness of the iPhone and adapted it for a $250 home thermostat which
                  Boxer8 / Ouya                                                   claims to cut energy bills. The Nest Learning Thermostat, through Fadell’s
                  Riding the cultural wave for all things open source, startup    company Nest Labs in Palo Alto, ‘learns’ as it is used, adapting to a house-
                  Boxer8 and designer Yves Béhar created an Android-              holder’s schedule and using wifi to be ‘weather-aware’. An example of next
                  based games console costing $99 called Ouya. Funded on          generation connected home appliances, it can also be controlled remotely
                  Kickstarter and also involving former Microsoft VP of games     via a mobile app. Contagious 29.
                  publishing Ed Fries, the system includes a software devel-      www.nest.com
                  opment kit. All games will be free to play via the console,
                  with developers setting their own prices for items bought in


                                                                                                                                                                                      21

MOVEMENTs   purpose    service       data      Technology     design     social biz   sharing    amplified     screens    augmented      retail   personalise new loyalty   payment   SBPF
Technology /
                  Big Battles,
                  Small Victors




                  Leap /                                                                        Google’s driverless car project became more significant this year when
                  As the tracking technology powering the Kinect passes through the ini-       Nevada was the first state to allow the cars to operate on its roads. Florida
                  tial novelty phase, companies like Leap Motion aim to make faster, more      and California have followed as the tech giant lobbies for legislation per-
                  accurate 3D modeling and response technology. The Leap device sits in        mitting its autonomous vehicles.
                  a compact housing about the same size of an iPod and is set to retail          In a world where the cost of connected technologies (such as RFID and
                  for $70. Leap’s creators claim it’s up to 200 times more accurate than       NFC) is falling and smartphone penetration continues to rise, the inter-
                  Kinect, thus enabling it to implement detailed gesture-based commands.       net of things has been on the theoretical table for a while. EVRYTHNG’s
                  Co-founder and CTO David Holz is a former fluid mechanics researcher         engine helps manufacturers create unique digital identities for individual
                  for NASA.	                                                                   objects. Drinks behemoth Diageo used EVRYTHNG to transform whiskey
                  leapmotion.com                                                               bottles in Brazil so that smartphone users could scan a code on a bot-
                                                                                               tle to add personalised Father’s Day video messages. It has also used
                                                                                               the platform to create applications that help track products in the supply
                                                                                               chain and let customers ‘check in’ to products to receive loyalty rewards.
                                                                                               Venky Balakrishnan, global vice president for marketing innovation, Dia-
                                                                                               geo, said: ‘We now have a profound strategic opportunity to transform our
                                                                                               physical products into owned digital media, which can communicate per-
                                                                                               sonalised information and experiences to consumers, exactly when and
                                                                                               where they want it.’ Contagious 31.
                                                                                                 Having pioneered Steam, a software delivery service for its games,
                                                                                               developer Valve is joining game industry heavies including Unity, id Soft-
                                                                                               ware, Epic Games and more on the Oculus Rift, a virtual-reality headset
                                                                                               for gaming. The diagonal field of view of the prototype is 110 degrees,
                                                                                               compared with earlier models, which had only 40, and the headset boasts
                                                                                               minimal processing delays. Founder Palmer Luckey was able to convince
                                                                                               more than 9,500 Kickstarter backers to support the project, buying in to
                                                                                               access the software development kit before the general public and raising
                  Ones to Watch /                                                              over $2.4 million. Expected delivery date? January, 2013.
                  Smart Sand comes from MIT’s Distributed Robotics Laboratory and
                                                                                               bit.ly/H9Kd7x
                  Computer Science and Artificial Intelligence Laboratory. Essentially,
                                                                                               bit.ly/GYQHu1
                  Smart Sand can self-assemble to copy objects, passing messages               www.evrythng.com
                  between grains to create structure. From there, the structure can be shuf-   www.oculusvr.com
                  fled off to a permanent assembly protocol, like a 3D printer, leaving the
                  smart sand to replicate the next item. Contagious 31.


                                                                                                                                                                                         22

MOVEMENTs   purpose    service       data     Technology     design     social biz   sharing    amplified     screens     augmented      retail    personalise new loyalty     payment   SBPF
Design /
                  Personalised
                  Play                                                                                            In 2012 the increasing affordability
                                                                                                                  and quality of 3D printing has
                                                                                                                  seen the process become far more
                                                                                                                  mainstream, with commercial 3D
                                                                                                                  printer Cubify (priced at a very
                                                                                                                  reasonable $1299) and Kickstarter-
                                                                                                                  funded Formlabs’ Form1 ($3299)
                                                                                                                  leading the way.

                                                                                                                  Brands have reacted, utilising the
                                                                                                                  technology and rethinking manufacturing
                                                                                                                  processes in order to meet demands
                                                                                                                  for products that are personalised and
                                                                                                                  adaptable. Meanwhile hackers, makers
                                                                                                                  and intrepid amateurs are generating
                                                                                                                  and sharing their own 3D printing
                                                                                                                  designs with the help of sites such as
                                                                                                                  Autodesk’s 123D.
                                                                                                                  Here, in our round-up of 2012’s design
                                                                                                                  innovations, we bounce from new-age
                                                                                                                  architecture and sustainable transport
                                                                                                                  to playable buildings and shoes that find
                                                                                                                  the way home for you.

                                                                                                                                                                   23

MOVEMENTs   purpose   service   data   Technology   design   social biz   sharing   amplified   screens   augmented   retail   personalise new loyalty   payment   SBPF
design /
                   Personalised
                   play




                                                      Disney / D-Tech Me                                 ABSOLUT / Unique
                                                      Disney’s tales give children the chance to         ABSOLUT’s iconic bottle has long been used as a creative medium, but in
                                                      dream that they are about to be plucked            September the Pernod Ricard-owned vodka brand outdid itself with a lim-
                                                      from obscurity and transformed into royalty,       ited edition of four million uniquely designed and numbered bottles.
                                                      thanks to a genie or charming prince. This          Collaborating with Stockholm-based agencies Family Business, Great
                                                      year, Disney gave wannabe child princesses         Works, and Jung Relations, ABSOLUT re-engineered its production pro-
                                                      the chance to see what they would look like        cess to create what the company describes as ‘carefully orchestrated ran-
                                                      as Sleeping Beauty or Snow White thanks to         domness’. Splash guns sprayed a range of 35 colours onto the bottles,
                                                      some in-store 3D printing.                         while complex coating, pattern and placement algorithms ensured that each
                                                        Children at the World of Disney Store in         specific combination was never repeated. The bright colours and one-off
                                                      Florida could use the D-Tech Me experience         designs ensure that the bottles create a splash on the shelf, and are desir-
                                                      to capture multiple angles of their face, which    able items that people want to keep, even if the vodka has long since disap-
                                                      was digitally reconstructed using 3D printing      peared. Contagious 33.
                                                      technology to create a personalised Disney         absolut.com/unique
                                                      Princess figurine. Costing $99.95, the prin-
                                                      cesses were seven inches high and could be         Tesla S /
                                                      further customised to match their creator’s
                                                                                                         Tesla’s S model sedan’s combination of performance, style and efficiency
                                                      eye, hair and skin colour.
                                                                                                         saw it named Motor Trend’s Car of the Year – the first vehicle without a
                                                        D-Tech Me charmingly illustrates the poten-      combustion engine to do so.
                                                      tial applications of 3D printed products for
                                                                                                         Launched in June 2012, the four door electric car manages an impressive
                                                      brands, creating toys that are affordable and
                                                                                                         range of 300 miles on one charge using the 85kW h battery, and takes only
                                                      unique. The experience ran from August to
                                                                                                         30 minutes for a half charge. It aims to compete with the best gas-pow-
                                                      November and Disney is considering rolling
                                                                                                         ered cars, and sold out the 5,000 models produced in 2012, costing from
                                                      it out as a permanent fixture. Contagious 33.
                                                                                                         $60,000 for the basic model. The Californian-based manufacturer aims to
                                                       Japanese agency Party has also been ena-          sell 20,000 units in 2013 at an increased price.
                                                      bling 3D portrait miniatures. Visitors were 3D     www.teslamotors.com/models
                                                      scanned in a photobooth in Harajuku and then
                                                      awaited their tiny selves. Statuettes are avail-   Coca-Cola / Coke Beat Box
                                                      able in three sizes and cost from ¥21,000
                                                                                                         Created by young London-based architects Pernilla Ohrstedt and Asif
                                                      ($255).
                                                                                                         Khan, Coca-Cola’s iconic pavilion at the Olympic Park was surrounded by a
                                                      tinyurl.com/Disney-D-Tech                          perpetual queue of people waiting for their opportunity to ‘play’ the building.
                                                      www.omote3d.com
     Photo / Heatherwick Studio

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MOVEMENTs   purpose     service   data   Technology   design      social biz    sharing     amplified    screens     augmented      retail    personalise new loyalty      payment         SBPF
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Most Contagious 2012

  • 1.
  • 2. 04 Introduction / By Paul Kemp-Robertson, Contagious, and Dave Senay, Fleishman-Hillard 06 Movements / Evolution and empowerment 10 Purpose / Playing a role in society 13 Marketing as Service Design / Utility not noise 16 Divine Data / Insight by numbers 19 Technology / Big battles, small victors 23 Design / Personalised play 27 Social Business / Adopting an open door policy 30 Image Sharing / The year of the photo MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 3. Amplified Live / 33 Enhance, capture and share Screen Grabs / 36 Creating, sharing, watching Augmented Media / 39 Layering content and utility Retail / 43 Shopping gets connected Personalisation / 47 Here’s to you The New Loyalty / 50 Services not schemes Payments / 53 Changing the way we pay Small But Perfectly Formed / 56 Little brands, big thinkers Most Contagious / Award Winners 60 3 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 4. Contagious / Introduction By Paul Kemp-Robertson Welcome to the Most Contagious 2012 report, Brands behaving as super-citizens is something our annual review of the trends, technologies and that our consultancy team at Contagious Insider creative innovations that have influenced brands explored in a Cannes seminar in June, where we this year. By putting the past 12 months into presented the concept of brand as interface, not context we hope to equip you, in some small way, interrupter. We used the title ‘Better With The for the challenges and opportunities that lie ahead. Brand’ to suggest that the best brands are a conduit through which the lives of real people can The golden thread stitching the year’s report be made better. The original definition of the word together is citizenship. Think of the spirit of the interface is to meet, to synchronise, to coordinate, London Olympics encapsulated by Tim Berners- to harmonise. We think that a brand should behave Lee at the height of the opening ceremony, as an indispensable tool or a common boundary tweeting ‘This is for Everyone’ to the watching that connects people to information, augmented world. Think also of the disintermediating potential content, services and experiences that they of Kickstarter and the grassroots fan fiction wouldn’t get via any other means. communities that spawned Fifty Shades of Grey. How about the data-driven intimacy of Obama’s That’s why this report is filled with examples of election campaign? The transparency and ubiquity brands being driven by a higher sense of purpose. of social media is fuelling the rise of people Brands have long behaved like corporate Medicis power. What’s more, Nielsen’s Global, Socially – bestowers of creative munificence in the form of Conscious Consumer report found that 66% of epic TV commercials or sponsored art – but now consumers prefer to buy from companies that many are starting to take on the more purposeful have implemented programmes to give back to role of NGOs. Most Contagious 2012 features society. Citizens the world over are demanding examples of brands acting as lifesavers, health that advertising speeds up its radical shift from and wellbeing networks, educators, ecologists, perfection to honesty, from control to collaboration. technology incubators and – in the case of the Red Bull Stratos mission from the edge of space – In Contagious Magazine’s recent case study daredevil rocket scientists. on IBM (Issue 33) we looked at how one of the world’s biggest brands has re-engineered its Maybe we should all be aiming higher. smarter commerce principles around the ‘Chief Executive Consumer’. This is a business philosophy Paul Kemp-Robertson / also endorsed by Amazon founder Jeff Bezos: Co-founder & Editorial Director ‘Above all else, align with customers. Win when they win. Win only when they win.’ 4 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 5. Fleishman-Hillard / Introduction By Dave Senay You’re about to read remarkable stories about people and brands that are pushing the boundaries of creativity and innovation. How branding is reinventing itself to meet real human needs, delivering tools and services that truly improve our lives, how social media is morphing into social business. And that’s just for starters. Most Contagious is about the structure, nature and purpose of business itself, and incorporates society as a whole. Creativity is breaking out of the confinements of communications and marketing to the bigger, deeper role it needs to play in the transformation of our organisations and society. Businesses are rising and crashing faster than ever. We see this in the collapse of the boundaries that used to separate public relations from marketing, reputation management from brand marketing. These labels seem so irrelevant today. Your brand is your reputation. Your reputation is your behaviour. How you are is who you are. This means our organisations must become exceptionally clear and aligned around their core values, purpose and character. So we must communicate and behave in a manner that is consistent with our beliefs. Businesses must define and know their purpose and ensure that any marketing communication aligns with that. ‘Consumers’ need to be treated as people and provided with genuinely useful tools and services. We need to look beyond the value of their latest transaction, towards building lasting relationships. Most Contagious will provide you with the inspiration. The next step is to channel that into actions that make a difference. Over to you. Dave Senay, President and CEO of Fleishman-Hillard Most Contagious, in partnership with Fleishman-Hillard 5 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 6. Movements / Evolution and empowerment As we pound towards the finish line of 2012, we can finally glance back on the landmark events, movements and socio- economic shifts that have shaped the last 12 months. We’ll try and save you the blood and sweat but we can’t guarantee not to tear up a little when replaying the collective glory of the Olympic Games or Obama’s choking speech to his victo- rious campaign staff… but more on that later. In 2011, we described how the torrent of infor- mation, collaboration and distribution afforded by the web was putting pressure not just on global industries, but also on governments and estab- lished social infrastructures. This year may have been less riotous, but it hasn’t failed to present significant fodder for the increasingly connected, enlightened and empowered world to sink its tweet-sharpened teeth into. So let’s begin… 6 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 7. Photo © It’s Your London / www.itsyourlondon.co.uk Photo: bit.ly/11pWuzJ London 2012 / united every nation that took part, tuned in and Mitt Romney’s digital director, 33-year-old Zac The spirit of the Olympic Games was summed tweeted. Well played, social media. Moffatt, claimed in a pre-election interview with up during Danny Boyle’s epic opening cer- bit.ly/olympics-social-infographic Mashable that Obama’s team was ‘still running emony, when father of the web, Tim Berners- bit.ly/olympics-instagram their Facebook campaign like it’s 2008’. In con- Lee, took centre-stage and live-tweeted: ‘This is trast to the Obama team’s failure to adapt and for everyone’. The message coursed around the US Presidential Election / evolve, he claimed that his strategy centred on stadium on over 70,000 handheld pixel screens driving engagement only on the platforms most When Obama won his first term in office in relevant to Romney and his campaign. These wielded by the crowd. London 2012 was an 2008, it was no secret that his team wielded a were Google, Facebook and Twitter, although Olympic Games for, about and powered by the distinct advantage over McCain et al. thanks to Moffatt also flirted with Instagram and Pinterest. people. their competency in the social web and engag- Beyond the sentiment of this message was the ing the hoards of precious young voters who Yet the Obama administration’s head start on all amplification of the Olympics via social media, were flocking to Facebook, YouTube and Twit- these platforms proved too much to overcome. At prompting the ‘Social Games’ tag. According to ter. 2012, however, was a different matter; not the time of election, Obama’s 28.8m Facebook monitoring agency Radian 6, 9.9 million Olympic only were the Republicans catching up in the Likes played Romney’s 7.1m; 19.9m Twitter fol- tweets were sent over the course of the 17 days. polls as well as in their social media compe- lowers played 1.1m. In terms of activity, the two Tracking tool VenueSeen revealed that 260,000 tency, but Obama’s team now had to appeal to teams employed surprisingly similar tactics, both images were uploaded to Instagram with the a much wider range of demographics on social opting for consistent, lightweight engagement hashtag #London2012. platforms (Facebook’s user base had increased and tempting voters with competitions to win din- from 100 million to 800 million). Also the novelty ner with Obama or a ride on Romney’s jet. High levels of interaction were sustained, with #Paralympics trending worldwide during the of social media was wearing off for many voters, The key difference, however, was tone. Oba- Paralympics closing ceremony. For the first time so the same issues that face the world’s biggest ma’s team painted a far more intimate and per- in their 52-year history, the Paralympic Games brands today also troubled both parties’ election sonal picture of their candidate. In the end, it was sold out, proving that, in mobilising and empow- teams – namely figuring out how to offer genu- this that signified Obama’s timely rediscovery of ering the masses, London 2012 created an insa- ine relevance and value. the ‘everyman’ mojo that won the world’s heart tiable appetite for Olympic competition which in 2008 and ended up clinching him a second 7 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 8. movements / evolution and empowerment term in office. He declared victory on Twitter and then Facebook shortly after the first US network made the announcement. The now infamous ‘Four more years’ picture used by his team has since become the most shared in history, racking up a record 4.4m Likes on Facebook and over 817,000 retweets. tinyurl.com/mashable-romney-obama tinyurl.com/social-media-election2012 Disintermediation / Crowdfunding on the Kickstarter blog show that as of expectations of backers, clarifying in its Admittedly it hardly trips off the tongue, but 31 August, Games had racked up $50m, blog posts that the platform ‘is not a shop’ disintermediation (that’s cutting out the mid- beating Film ($42m) Design ($40m) Music and there will be no equity crowdfunding or dle man) has been one of the hottest topics ($25m) and Technology ($16m). IPO made available. The process currently in the Contagious office this year. tinyurl.com/9trtdlp remains firmly rooted in gifting, not owner- ship, although this hasn’t stopped many On 19 November, video game designer Despite the success of Kickstarter, 2012 economists claiming that the real revolution Chris Roberts smashed the record for the has also revealed potential cracks in the will come when backers will be able to obtain most crowdfunding ever raised for a new crowdfunding model. In November Kick- equity in exchange for their investment. title – US$6.2m – pledged by PC gamers around the world to see his space sim, Star starter was sued by 3D Systems – a leading tinyurl.com/c9fw38m Citizen, get made. The generous gamers maker of 3D printers – which claimed that won’t get hold of an alpha version of the its patents were being infringed by a device Disintermediation / Fifty Shades of Grey title for at least another year, but their faith made by an MIT-bred company, Formlabs, Lastly, we can’t cover disintermediation and investment is a perfect example of how which secured over $2.9m on the crowd- without recognising the amateur success crowdfunding has matured in 2012. funding platform. As more established com- story of 2012 – E.L. James’ (aka Brit- tinyurl.com/9amw3tc panies start to see their offering undercut by ish author Erika Leonard’s) erotic novel crowdfunded challenger brands, perhaps Fifty Shades of Grey. Although eventually it is inevitable that the rigour and legality published through a traditional publisher Roberts sourced $2.1m of his funding of Kickstarter projects will be increasingly (Random House subdivision Vintage through Kickstarter, with roughly 34,000 called into question. Crowdfunded legal Books), Fifty Shades started out as some- backers donating an impressive average of representation anyone? what niche Twilight fan fiction written under $62 each. This is consistent with current behaviour on the platform, with video games tinyurl.com/c8aw8my the pen name ‘Snowqueen’s Icedragon’. receiving more funding this year than any It lived first on fanfiction.com, then on Kickstarter is working hard to manage the other category. Official figures published Leonard’s own website, FiftyShades.com, 8 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 9. before being released as an e-book, join- The standard in mass, online education was set by the Kahn Acad- It is two of Thrun’s colleagues at Stanford, Andrew Ng and ing the hundreds of thousands of other emy, founded in 2006 by Bangladeshi MIT and Harvard Business Daphne Koller, who are responsible for 2012’s other standout titles now being sold directly from author School graduate, Salman Khan. This non-profit organisation relies source of online education – Coursera. Unlike the Kahn Academy to reader on Amazon. on donations for funding and has delivered over 200 million lessons or Udacity, Coursera partners with 33 existing universities such as Only after it gained significant traction on (approx. 3,600 of which are available on YouTube) across topics Princeton, Michigan and Pennsylvania to make some of their most e-readers around the world was it selected including medicine, art history, macroeconomics and computer sci- popular courses available for free online. It has already attracted for re-release by Vintage and proceeded to ence. What 2012 has brought, however, is a new generation of 1.8m students since April, as well as $16m in first round venture become the best-selling book in British his- alternatives inspired by Kahn’s original dream to provide a ‘high funding. As Koller explained to the Guardian newspaper in Novem- tory and spend a record 20 weeks at No.1 quality education to anyone, anywhere’. ber, ‘We had a million users faster than Facebook, faster than Ins- on USA Today’s best-selling books list. Like www.khanacademy.org tagram. This is a wholesale change in the educational ecosystem.’ or loathe Fifty Shades, it proved that any- www.coursera.org one with a basic knowledge of BDSM and a Most notable is Udacity, founded by Stanford professor and passion for the written word could become Google Fellow Sebastian Thrun. Unlike the Kahn Academy, Udac- So there you have 2012, a year in which the novelty of social media one of the most successful authors of all ity is a private organisation funded by venture capital firm, Charles wore off and in its place arrived a new standardised expectation for time. Go internet. River Ventures, as well as other companies such as Google that how we can interact with the world. This includes controlling what sponsor specific courses in exchange for access to the most products are made and how much we pay for them, right through Democratised Education / promising talent. Launched in February this year, Udacity currently to accessing the kind of education that will create and empower Potentially the most socially significant specialises in computer science, with courses including Program- whole new generations of technological entrepreneurs from differ- well to spring forth from the internet in ming Languages and Applied Cryptography, although 2013 will ent nations around the world. Think we’re making progress now? 2012 is that of democratised educational see HTML5 Game Development added to the syllabus amongst Something tells us we ain’t seen nothing yet… resources. Put simply, online learning that other new subjects. Udacity currently has approximately 400,000 now extends far beyond a bodged Sweet students worldwide. Child O’ Mine guitar tutorial on YouTube… www.udacity.com 9 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 10. Purpose / Playing a Purpose has been an overriding theme of 2012, with companies role in realising that a brand doesn’t exist inside a bubble of happy, shiny marketing; it has a role to play in society society. As David Hieatt, founder of Hiut Denim (featured in our Small But Perfectly Formed section), says: ‘The great brands of the world make a great product but also have a clear understanding of their purpose. They understand the “why” as well as the “what” and the “how”.’ One company that embodies this is US restaurant chain Chipotle, with its ‘Food with Integrity’ mission that pushes the organic food agenda and fights the cause of beleaguered farming communi- ties in America’s bread basket states. Contagious was delighted to see its animated Back to the Start film (featured in Most Contagious 2011) win a flurry of awards this year, with its prize money for the Grandy appropriately donated to the Chipotle Cultivate Foundation. 10 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 11. Movements The New World Order Another Contagious favourite, the out- The Daktari 1525 service enables Safa- ping their network, linking them up with door brand Patagonia, pinned its sus- ricom customers to dial 1525 on their local people who are part of the scheme. tainable colours to the mast in January by mobiles 24/7 to be connected, via Safa- Members can even call people directly to becoming a certified B Corp, an idea that’s ricom call centres, to one of 50 qualified arrange giving blood in an emergency. gathering momentum across the US. There doctors recruited by Dial-a-Doc. The call By using its infrastructure to extend its are now some 650 B Corps, validated by charge of Kshs20 per minute (to cover the remit in this way, Tata Docomo is acting as the non-profit B Lab based on meeting doctors’ fees, rather than the connection an NGO, stepping in to provide the kind of specific standards for social and environ- charge) is subsidised by Safaricom, which life-saving scheme that it could take gov- mental performance, legal accountability recently slashed it in half to widen access. ernments years to set up. and transparency. The service currently handles around 2,000 calls per day. Featured in Contagious 31. www.bloodlineclub.com The fact is, people like to be good. One of Contagious’ choice stats of the year came The company continues to explore new Renault / MOBILIZ from Nielsen’s Global, Socially Conscious ways to transform people’s lives via its To help the socially or economically Consumer report, which found that 66% of mobile network. In October, it joined forces excluded in France, automotive company consumers around the world prefer to buy with mobile technology company M-KOPA Renault launched Renault MOBILIZ in July. from companies that have implemented to make solar power accessible to low This initiative aims to make transport more programmes to give back to society. Below income families in rural Kenya via a pay-as- accessible for those who can’t afford to are our top picks from the year. you-go Safaricom SIM card. own or maintain a car. tinyurl.com/daktari1525 Safaricom / Daktari 1525 Renault is working with volunteer garages Renault has long held the ambition of pro- To differentiate itself in the Kenyan telco Tata Docomo / BloodLine Club and dealerships in its network, called viding mobility for all, but this programme marketplace, the company behind success- ‘Socially Responsible Renault Garages’ or shows the automotive company moving Telecoms companies are a vital link between ful mobile money transfer service M-Pesa ‘Garages Renault Solidaires’, to develop beyond its core product to invest in mobility people. Indian telecoms service Tata Doc- has rolled out a mobile health service. affordable repair schemes for those on low services. With lack of access to transport omo has demonstrated the potential of incomes. It is also partnering with NGO being one of the major causes of social With just one doctor for every 10,000 using this link for philanthropic purposes Voiture & Co to support initiatives such as and economic exclusion, Renault MOBILIZ people in Kenya, Safaricom (working with with a peer-to-peer blood donor matching car-pooling, community transport, and low- offers a genuine lifeline to the eight million agency Squad Digital, Nairobi) joined service called the BloodLine Club. cost car hire and has launched (with an ini- people in France living below the poverty forces with Dial-a-Doc Ltd, an organisation Volunteer blood donors sign up via their tial budget of €5m) an investment company, line – who wouldn’t otherwise be custom- specialising in the dissemination of medical mobile, Facebook or Twitter by entering a MOBILIZ Invest, to finance companies ers of Renault, but may well yet become so. information, to improve access to expert few details including, of course, their blood developing innovative mobility solutions for Featured in Contagious issue 32. medical advice for those living in rural areas type. In the event that someone needs people in social and financial difficulty. www.renault-mobiliz.com and relieve pressure on overstretched out- blood, they’ll be pinged, and should they patient departments. need blood themselves, they can then 11 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 12. Movements The New World Order Banco Popular / The Most Popular Song song quickly topped the music charts and Surprise hit of the year comes courtesy of helped spark debate about the local econ- Puerto Rico’s largest bank. Showing how omy and the country’s future. The campaign a sense of purpose can be aligned with a culminated with the bank organising a free company’s mission (and achieve a PR win concert (featuring El Gran Combo) for over in the process), Banco Popular set out to 60,000 Puerto Ricans in January this year. revive the country’s economy this year by The campaign generated $2.3m in earned effecting a fundamental cultural change. media and helped Banco Popular to soar In Puerto Rico, 60% of the population to an unprecedented 80% on a reputation lives on government handouts and this wel- index. It won the PR Grand Prix at Cannes, fare culture is celebrated in the hit song No fulfilling the jury’s criteria of a strong idea, Hago Más Ná (‘I Do Nothing’). Based on audience impact and a sense of purpose. this insight, Banco Popular – with agency Featured in Contagious issue 32. JWT, San Juan – approached popular salsa www.popular.com band El Gran Combo to re-write their song www.jwt.com/themostpopularsong so that the lyrics extolled the benefits of work rather than advocating laziness. The 12 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 13. Marketing as Service Design / Utility not noise Brands have long taken a good, hard look at consumer behaviour. But what if, instead of using that insight to serve people with the right type of ad at the right time, marketers considered adding value to the lives of those people, or removing pain points? That’s a service-design approach to mar- keting. We saw it in action in March this year when Dubai pizza-delivery company Red Tomato realised that because of the number of languages spoken in the Emirate, each phone-based order took nine minutes for customers to complete. No amount of leaflets through doors would ever overcome that situation. 13 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 14. MArketing as service design / utility not noise But what about – courtesy of TBWA RAAD – a Bluetooth-enabled fridge-magnet button that instantly sent an order for that customer’s favourite pizza via mobile when pressed? That would revolutionise the whole process. It’s a marketing solution so frictionless and, dare no longer feels like you’re being sold to, merely offered help and utility. Fea- we say it, magical, that similar fridge magnets tured in Contagious issue 30. were quickly developed by Evian in France tinyurl.com/TramApp and Turkish telco Turkcell. Featured in Con- tagious issues 31, 32 and 33. Delta / Fly Delta App www.redtomato.biz/magnet US airline Delta updated its mobile app to allow customers to track their tinyurl.com/c6qnfet bags once they disappeared down those mysterious airport conveyor belts. Passengers who have scanned their bag tag can keep updated on its loca- Västtrafik / Tram Sightseeing tion even while on a flight, offering a little peace of mind that, even if it’s not Gothenburg’s local transport authority, Väst- where it’s meant to be, it’s at least not lost. A YouTube video, Your Bag’s trafik, was keen to get tourists off expensive Journey via Wieden+Kennedy, New York, showing what goes on ‘behind tour buses and onto its tram network. So rather those rubber flaps’ has now cleared the 1.5 million view-count mark. The than bombard them with ads, it took a service- app also allows people to check-in, view updates to flight and boarding design approach to the problem. Created by times, change their allocated seat and rebook a cancelled flight. The app is Forsman & Bodenfors, a free Tram Sight- part of a wider personalisation drive from the airline, which includes making seeing app guided people to their nearest a range of back-end logistics data, including passenger profiles and ecom- tram stop. Once they were on a moving tram, merce behaviour, available to customers. Featured in Contagious 30. the app used the phone’s GPS to play an tinyurl.com/DeltaAndroid audio tour triggered by the user’s specific tinyurl.com/DeltaiTunes location, telling travellers about landmarks as www.youtube.com/watch?v=ocbxS5aWUSo they passed them. Each tour told users when to change trams and dropped them back at Orca Chevrolet / Rescue Drive their original location 45 minutes later. Thinking more broadly about the customer journey than just how to entice Forsman & Bodenfors told Contagious people onto its forecourt, the Orca Chevrolet car dealership in Brazil took that the goal was ‘to produce advertising an insightful approach to promoting the new Chevrolet Cobalt. Its Rescue that didn’t feel like advertising’. It’s an objec- Drive campaign, created by Monumenta, Brasilia, saw the business part- tive that encapsulates marketing as service nering with a local breakdown service to send a new Cobalt (along with design: providing something so useful that it a salesman) to people stranded with broken-down vehicles. While the 14 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 15. rescue company towed their faulty car away, Orca Chev- With more than 498,000 coded messages written and rolet allowed motorists to drive themselves home in the new an average site dwell time of five minutes 30 seconds, Cobalt. the brand not only positioned itself as a trusted friend to At its core, Rescue Drive was a smart way to add value teenage girls, but potentially provided it with a huge quan- to people’s lives while also running a product demo pre- tity of personal insights about its target market. Featured in cisely at the time when drivers may be considering a new Contagious issue 31. purchase, i.e. when their old car had crapped out on them. www.dermacydteencode.com.br Go-getting managers looking to maximise productivity will no doubt like the way it mobilised showroom staff and stock Bupa / FoodSwitch into action instead of passively waiting for customers to In a bid to help Australians make healthier food choices, come to them. Featured in Contagious issue 32. medical health insurance provider Bupa launched its www.orca.com.br FoodSwitch app in January. Supermarket shoppers can use the app to scan food to view traffic-light coded info Dermacyd / Teen Code about the saturated fat, sugar and salt content in more In an attempt to become part of Brazilian girls’ conversa- than 20,000 products, as well as receive suggestions for tions, intimate soap Dermacyd Teen with Publicis, São healthier options. The app, based on three years’ research Paulo created an online tool which allowed people to trans- by The George Institute for Global Health, was down- late social-media posts into Teen Code – a secret language loaded 26,000 times in the first 24 hours of its release – a of symbols, numbers and letters. In order to write in Teen figure which rose to 75,000 in just five days, making it Aus- Code, people first had to gain access to the site by proving tralia’s most downloaded free app on iTunes. they were a girl – answering questions such as ‘When is Unlike traditional advertising, services are able to truly mani- the best time to moisturise?’ Highly secret messages could fest brand promise and FoodSwitch is a great example of then be encoded and posted publicly across social net- this. As a medical health insurance provider, Bupa’s mar- works, allowing friends to copy them and translate using the keting may encourage, persuade and influence people to same Dermacyd site – as long as they could pass the ‘girls adopt a healthy lifestyle. This app goes one step further, actu- only’ entry criteria. ally helping people to attain it. Featured in Contagious 30. tinyurl.com/foodswitch 15 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 16. Divine Data / Insight by numbers If you were in any doubt as to the value of being more data literate, this year’s race for the White House should have you dusting down your calculator. So-called ‘big data’ proved its worth for President Obama, but for brands and marketers the challenge remains of what to measure, how to do it and how to act upon it. According to 2012 research from the Corporate Executive Board, marketers depend on data for just 11% of customer related decisions. It’s not just companies that are grap- pling with data: new tools are emerging to help more people ‘divine’ personal insights from their physiology too, to help them improve their health and wellbeing. 16 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 17. Divine data / insight by numbers Predicting Presidents / accessible. All that changed this year when Nike’s Digital Sport unit, work- When asked by a reporter what lesson would-be 2016 US Presidential ing with R/GA and AKQA, launched Fuel, a new metric for measuring candidates should glean from the 2012 election, David Axelrod, chief physical activity, and a piece of kit to collect the required input data, Fuel- strategist for the re-elected Barack Obama, replied: ‘I would invest in peo- Band. Nike effectively now sees itself as a tech company. ple… who understand where the technology is going and what the poten- The sleek black wristband measures steps taken, calories and time spent tial will be by 2016 for communications, for targeting, for mining data, to exercising via a three axis accelerometer to work out a Nike Fuel score make precision possible in terms of both persuasion and mobilisation.’ His against a daily target. The effect? Throughout the day, Nike – mimicking the words will no doubt also be ringing in the ears of CMOs the world over. relationship between the brand’s founders, coach Bill Bowerman and his With an analytics team five times larger than in 2008 and on the back of college athlete Bill Knight – offers the wearer encouragement to be more a promise from campaign manager Joe Messina ‘to measure every single active. thing in this election’, the sophisticated Democrat data machine (known as A double Cannes Lions Grand Prix success, Stefan Olander, Nike’s VP Narwhal) crunched its way to helping raise over $1bn in campaign funds, of digital sport, told us in Contagious 32 that the thinking behind FuelBand bagging Obama 1.25 million more votes from 18 to 24-year-olds than in his was a customer centric sense of purpose: ‘We don’t start with technology previous outing. Its influence on the final result was emphatic. or the potential profit, we always start with the athlete. I think that’s an But data-crunching wasn’t solely the preserve of backroom pollsters: important distinction, because when you do that the other things follow.’ many regular voters seeking smart analysis turned their attention from tra- www.nike.com/FuelBand ditional political commentators towards stats junkie Nate Silver. Silver’s predictive modelling, hosted on blog FiveThirtyEight at the New York Times Adidas / miCoach Elite System website, correctly predicted the race’s outcome in all 50 states, often in the Not to be left behind, adidas has been making progress with its own per- face of staunch scepticism from the old guard. At one point in the election sonal fitness tracking tool, miCoach. Football could be on the brink of its very run-in, a fifth of traffic to the New York Times website visited Silver’s blog. own Moneyball moment, after the German sportswear brand announced in fivethirtyeight.blogs.nytimes.com July a deal with Major League Soccer (MLS) in the US, whereby every player in the league next season will be equipped with a miCoach Elite The Wearable Watchmen / System data cell. The data transmitted from the devices during games The Quantified Self movement has gathered momentum over the past few (including metrics such as heart rate, speed, acceleration, distance, field years, but for most wannabe self-analysts there has been something miss- position and, power) will help coaches on the touchline make better selec- ing: simple, affordable (and cool) technology to make personal analytics tion decisions based on performance levels. The MLS is also promising to 17 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 18. Divine data / insight by numbers make at least some of that data available to installed the app to bid with their kilometres. Life Stadium. The aim was to provide bet- fans for greater insight into their favourite A total of 1,000 km were offered for the first ter experiences for fans, for whose custom teams. Contagious 33. pair of Nike Free 5.0. Contagious 31. the stadium now competes with the ever- Meanwhile, for those a touch shy about Meanwhile, UK insurance broker Mota- more sophisticated comforts of home and their self-quantifying ways, help may be quote partnered with Dutch GPS naviga- big screen HDTV. The result? By running at hand from Indiegogo-funded company tion specialists TomTom in February to cre- data from inputs such as information from Misfit Wearables. Its first product, Shine, ate a new data-driven policy that gives lower turnstile passages, weather reports, traffic is the size of a quarter and discreetly clips premiums to people who drive better. The conditions, and social media updates, IBM’s on to clothing to collect activity data. It Fair Pay policy sees customers provided Intelligent Operations Centre will soon be syncs with an iPhone when placed on the with a modified satnav that sends details able to advise stadium management and phone screen without a Bluetooth or cable about their driving back to the insurer in fans in real time on anything from where to connection. real time, as well as to the screen, meaning find a car park space, to which parts of the drivers can modify and improve their driv- stadium have best performing concessions. www.adidas.com/us/micoach ing style whilst Motaquote can offer fairer See IBM case study in Contagious 33. www.misfitwearables.com deals. Contagious issue 30. Meanwhile over at Flushing Meadows, as Performance-Based Data Deals / nikemexico.mx/subasta part of its sponsorship of the US Open, the www.motaquote.co.uk IBM analysts were crunching match stats to For those inclined to track and share data offer fans new insights into the strategies of on their physical performance, benefits and IBM / the competing players. The Game Changer offers lie in wait from brands keen to lure or Over the last year, business software spe- Wall was updated in real time to show not reward high value customers. cialist IBM has been working with sports only real-time predictions on match out- Nike in Mexico used data generated comes, but also how player performance organisations to help fans understand and from Nike+ gizmos to reward runners in a affected social media sentiment. analyse performance in new ways, whilst week of online auctions. Bid Your Sweat, also showcasing its technology and data tinyurl.com/85fvbyb with JWT, Mexico, saw the kilometres that capabilities. www.usopen.org/ibm runners amassed converted into currency which could be bid on products such as At the start of the year, the software com- Nike FuelBands. The further they ran, or the pany partnered with NFL team Miami Dol- better they performed, the more ‘currency’ phins to install some of its Smarter Cities they amassed. In two weeks, 5,000 people analytics solutions into the franchise’s Sun 18 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 19. Technology / Big Battles, Small Victors Patent Wars erupted into mainstream consciousness in 2012, with Apple beating Samsung in the first of the year’s major quarrels. Technology consumers are beginning to understand the capital value of patents, both in defending a company’s intel- lectual property and litigating against others, often labeled Patent Trolls. As one Silicon Valley insider told us, it’s like an arms race, with major tech compa- nies comparing their stacks of patents against each other. 19 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 20. Technology / Big Battles, Small Victors entrance to the company’s I/O developer conference, where Google out- fitted skydivers and bike riders in the glasses and got them to live display their stunts through a Google+ hangout before meeting co-founder Ser- gey Brin onstage. Google sold a prototype of its glasses to the develop- ers who attended the conference for $1,500. This project illustrates the potential of how wearable computing can make it more seamless for con- sumers to share and access information. In September, during New York City’s Fashion Week, Diane von Furstenberg’s fashion show saw mod- els wearing the glasses striding down the runway. After the show Google published a YouTube video of footage captured by models, stylists, and the designer herself. Contagious 31. plus.google.com/+projectglass The strategic flow of rare earth metals and the conditions in which prod- Rethink Robotics / Baxter ucts are assembled have become part of the transparency discussion for major brands. Investigation into Foxconn, supplier to Apple and others, Baxter Rodney Brooks, world-renowned robotics expert and professor has sparked ethical questions around consumption and compensation. emeritus at Massachusetts Institute of Technology, along with his com- Meanwhile, makers in the developed world are debating the efficacy of pany Rethink Robotics, has created Baxter, a robot designed to help US robots versus humans, to assemble parts in factories, to choose pills in manufacturers. Baxter was created to be more human than existing robots, pharmacies, to drive cars and to write articles. with eyes on a screen that register emotions like happiness or surprise. Baxter adapts to changing conditions and can be taught to perform new Small prototypes point the way forward. We saw many types of wearable tasks. Importantly, at $22,000 Baxter is cheaper than most traditional tech offer additional dimensions and functionality. And it’s getting easier robots, which may help revive US manufacturing. Contagious 33. to raise money, with Kickstarter and other crowdfunding sites continuing www.rethinkrobotics.com to power intriguing projects. But, watch what you make, and how long you take: Kickstarter has just been named in a patent case, and murmurs about project fulfillment times and realistic goals versus hype and fraud are Disney Research / REVEL becoming louder… Disney’s research arm is working with academics from Carnegie Mellon University, Pittsburgh, to develop technology that will add artificial tactile Google / Project Glass sensations to almost any surface or object. REVEL, by Disney Research, Pittsburgh, is a wearable system that can add textures to furniture, touch By far this year’s sexiest piece of tech is Google’s Project Glass, from the screens, walls, art, plastic or even human skin. The system injects a weak company’s X Lab. Essentially a pair of augmented reality spectacles, the electrical signal into a user’s body, so when they touch the surface of another device allows users to see messages, calendars, maps and even record object connected to the system, it becomes augmented with an additional and stream live video. After launching in April, Glass made a daredevil 20 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 21. Technology / Big Battles, Small Victors artificial texture. For instance, while wearing the REVEL the game, or charging after a free trial. Hacking is encouraged – the device system, you may be able to feel the texture of stuffed tor- opens with standard screws and rooting it will not void the warranty. This toises’ shells through a plexi case. The creators believe the has had the snowball effect of encouraging prominent developers to commit mobile, inexpensive technology could be used to let people games to it. Robotoki founder Robert Bowling has announced an episodic access private tactile information on public touchscreens, prequel to Human Element exclusively to Ouya. He told PocketGamer: experience personal sensations in applications or games, ‘We really need to adapt our experiences and universes to the device our or get dynamic tactile feedback from posters and maps. players are engaging with most.’ Contagious 32. We can also envisage how the system could add an extra www.ouya.tv textural layer to entertainment content, advertisements or shopping websites. Contagious 33. Nest / tinyurl.com/disneyrevel Former chief architect at Apple, Tony Fadell, has taken the minimalism and sleekness of the iPhone and adapted it for a $250 home thermostat which Boxer8 / Ouya claims to cut energy bills. The Nest Learning Thermostat, through Fadell’s Riding the cultural wave for all things open source, startup company Nest Labs in Palo Alto, ‘learns’ as it is used, adapting to a house- Boxer8 and designer Yves Béhar created an Android- holder’s schedule and using wifi to be ‘weather-aware’. An example of next based games console costing $99 called Ouya. Funded on generation connected home appliances, it can also be controlled remotely Kickstarter and also involving former Microsoft VP of games via a mobile app. Contagious 29. publishing Ed Fries, the system includes a software devel- www.nest.com opment kit. All games will be free to play via the console, with developers setting their own prices for items bought in 21 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 22. Technology / Big Battles, Small Victors Leap / Google’s driverless car project became more significant this year when As the tracking technology powering the Kinect passes through the ini- Nevada was the first state to allow the cars to operate on its roads. Florida tial novelty phase, companies like Leap Motion aim to make faster, more and California have followed as the tech giant lobbies for legislation per- accurate 3D modeling and response technology. The Leap device sits in mitting its autonomous vehicles. a compact housing about the same size of an iPod and is set to retail In a world where the cost of connected technologies (such as RFID and for $70. Leap’s creators claim it’s up to 200 times more accurate than NFC) is falling and smartphone penetration continues to rise, the inter- Kinect, thus enabling it to implement detailed gesture-based commands. net of things has been on the theoretical table for a while. EVRYTHNG’s Co-founder and CTO David Holz is a former fluid mechanics researcher engine helps manufacturers create unique digital identities for individual for NASA. objects. Drinks behemoth Diageo used EVRYTHNG to transform whiskey leapmotion.com bottles in Brazil so that smartphone users could scan a code on a bot- tle to add personalised Father’s Day video messages. It has also used the platform to create applications that help track products in the supply chain and let customers ‘check in’ to products to receive loyalty rewards. Venky Balakrishnan, global vice president for marketing innovation, Dia- geo, said: ‘We now have a profound strategic opportunity to transform our physical products into owned digital media, which can communicate per- sonalised information and experiences to consumers, exactly when and where they want it.’ Contagious 31. Having pioneered Steam, a software delivery service for its games, developer Valve is joining game industry heavies including Unity, id Soft- ware, Epic Games and more on the Oculus Rift, a virtual-reality headset for gaming. The diagonal field of view of the prototype is 110 degrees, compared with earlier models, which had only 40, and the headset boasts minimal processing delays. Founder Palmer Luckey was able to convince more than 9,500 Kickstarter backers to support the project, buying in to access the software development kit before the general public and raising Ones to Watch / over $2.4 million. Expected delivery date? January, 2013. Smart Sand comes from MIT’s Distributed Robotics Laboratory and bit.ly/H9Kd7x Computer Science and Artificial Intelligence Laboratory. Essentially, bit.ly/GYQHu1 Smart Sand can self-assemble to copy objects, passing messages www.evrythng.com between grains to create structure. From there, the structure can be shuf- www.oculusvr.com fled off to a permanent assembly protocol, like a 3D printer, leaving the smart sand to replicate the next item. Contagious 31. 22 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 23. Design / Personalised Play In 2012 the increasing affordability and quality of 3D printing has seen the process become far more mainstream, with commercial 3D printer Cubify (priced at a very reasonable $1299) and Kickstarter- funded Formlabs’ Form1 ($3299) leading the way. Brands have reacted, utilising the technology and rethinking manufacturing processes in order to meet demands for products that are personalised and adaptable. Meanwhile hackers, makers and intrepid amateurs are generating and sharing their own 3D printing designs with the help of sites such as Autodesk’s 123D. Here, in our round-up of 2012’s design innovations, we bounce from new-age architecture and sustainable transport to playable buildings and shoes that find the way home for you. 23 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF
  • 24. design / Personalised play Disney / D-Tech Me ABSOLUT / Unique Disney’s tales give children the chance to ABSOLUT’s iconic bottle has long been used as a creative medium, but in dream that they are about to be plucked September the Pernod Ricard-owned vodka brand outdid itself with a lim- from obscurity and transformed into royalty, ited edition of four million uniquely designed and numbered bottles. thanks to a genie or charming prince. This Collaborating with Stockholm-based agencies Family Business, Great year, Disney gave wannabe child princesses Works, and Jung Relations, ABSOLUT re-engineered its production pro- the chance to see what they would look like cess to create what the company describes as ‘carefully orchestrated ran- as Sleeping Beauty or Snow White thanks to domness’. Splash guns sprayed a range of 35 colours onto the bottles, some in-store 3D printing. while complex coating, pattern and placement algorithms ensured that each Children at the World of Disney Store in specific combination was never repeated. The bright colours and one-off Florida could use the D-Tech Me experience designs ensure that the bottles create a splash on the shelf, and are desir- to capture multiple angles of their face, which able items that people want to keep, even if the vodka has long since disap- was digitally reconstructed using 3D printing peared. Contagious 33. technology to create a personalised Disney absolut.com/unique Princess figurine. Costing $99.95, the prin- cesses were seven inches high and could be Tesla S / further customised to match their creator’s Tesla’s S model sedan’s combination of performance, style and efficiency eye, hair and skin colour. saw it named Motor Trend’s Car of the Year – the first vehicle without a D-Tech Me charmingly illustrates the poten- combustion engine to do so. tial applications of 3D printed products for Launched in June 2012, the four door electric car manages an impressive brands, creating toys that are affordable and range of 300 miles on one charge using the 85kW h battery, and takes only unique. The experience ran from August to 30 minutes for a half charge. It aims to compete with the best gas-pow- November and Disney is considering rolling ered cars, and sold out the 5,000 models produced in 2012, costing from it out as a permanent fixture. Contagious 33. $60,000 for the basic model. The Californian-based manufacturer aims to Japanese agency Party has also been ena- sell 20,000 units in 2013 at an increased price. bling 3D portrait miniatures. Visitors were 3D www.teslamotors.com/models scanned in a photobooth in Harajuku and then awaited their tiny selves. Statuettes are avail- Coca-Cola / Coke Beat Box able in three sizes and cost from ¥21,000 Created by young London-based architects Pernilla Ohrstedt and Asif ($255). Khan, Coca-Cola’s iconic pavilion at the Olympic Park was surrounded by a tinyurl.com/Disney-D-Tech perpetual queue of people waiting for their opportunity to ‘play’ the building. www.omote3d.com Photo / Heatherwick Studio 24 MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF