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MArketing as service design / Most Contagious 2012

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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 14MOVEMENTs purpose service data Technology design social biz sharing amplified screens augmented retail personalise new loyalty payment SBPF

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