October 24, 2013 § Leave a comment
As Coca Cola is moving from creative excellence to content excellence, the company has started to increase their output of cultured content. The “Roll Out Happiness” project is just one more in an interesting series of of non conventional interventions in public space that is value driven and not product based.
Aiming to create a surprise, offering a relaxed and inviting space in the public urban environment, the company developed a pop up park including grass, trees and huge pillows (in red of course) to entice passers by to take off their shoes and relax in an otherwise lifeless and nature deprived urban space.
Though I’m personally not a big fan of Coke, this intervention is very powerful because it doesn’t just embody Coca Cola’s new position so very good (bringing happiness to people), it offers a social/communal experience that engages all 5 senses, bringing people together and creating an unexpected little moment of fun and happiness.
The pop up character ensures an element of surprise and enables the brand to offer a polymorphic experience by moving the park and invading different spaces, creating new environments for different people – a good strategy to avoid that the experience becomes stale. The project could easily be extended, involving cultural and communal activities to make the place even more attractive, offering more reasons to come and hang out or even participate. It could turn the pop-up park into a destination beyond the initial novelty factor.
May 14, 2013 § Leave a comment
”Customer experience needs to be thought of as a strategic agenda item on par with and actually integrated with corporate strategy, managing the brand, and new product development”
Michael Kanazawa & Dr. Robert H. Miles, Big Ideas to Big Results
You’re no longer in the business of selling stuff.
You’re in the business of entertaining your audience and engaging them in meaningful behavior. If you do it well enough, they will not just buy your products and services repeatedly, but they will tell their friends about it. (Given your products and services are top notch.)
And we all know that a recommendation from a friend is worth so much more than any radio spot in the world, no matter how clever the spot is. It’s how brands become market leaders. Period.
April 5, 2013 § Leave a comment
Heinz teamed up with food architects [Who knew that this job exists…] Bompas and Parr to create a multi-sensory bean experience to promote an exclusive collection of canned beans. Not exactly the most exciting product to begin with, but Bompas and Parr came up with a rather unique approach. For each of the five new flavors the food architects designed a different bowl, taking inspiration from the origins of the flavor (Curry, Cheddar Cheese, Barbecue, Garlic & Herbs and Fiery Chili).
The limited edition beans come with it’s own bowl and a special spoon, embedded with an mp3 player that plays a different tune for every flavor. But instead of imitating those crappy birthday card melodies, the music is only heard once you bite on the spoon when the sound travels through the jawbone into your ear. Quite ingenious!!!
Canned beans are usually associated with students on tight budgets, not with a surprising multi-sensorial experience in a box. Heinz managed to introduce a new (albeit rather dull) product in a very unexpected way and created a lot of buzz around it. The product actually seems much more interesting, thanks to the design of the bowls and the musical spoon. I’m curious what the music sounds like. If you know of anybody who bought the limited edition box, let me know.
February 10, 2012 § Leave a comment
A 90 square meter projection system of 270-degree engulfs the visitor of the Santralistanbul’s Galeri1 to celebrate the 125th anniversary of this iconic brand. Antilop a creative agency based in Istanbul was responsible for this impressive experience.
Being the big sucker for huge engulfing video screens that I am, I have to admit I wish I could see this live, but alas it’s a bit for for now.
At first I was really impressed that the video content was so abstract. It’s the most interesting part in the video to me. As soon as they bring in images of people (referencing their consumers, I guess) or the ski hut the video looses quite a bit of its attraction. Too bad Coke was not courageous enough to convey the emotional value of the brand employing a more abstract approach.