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Kit-Kat – Digital Detox
Trendwatching suggested at the start of the year that there would be an increase in Digital Detoxing, where people start to switch off their social media accounts and always on digital devices. Not necessarily for good, but for digital holidays to get away from what can be an overwhelming always on culture. People say digital detoxing can be as difficult as giving up smoking!
Digital detoxing is said to help people relax, declutter their brains even make you happier! There are apps out there to help to take the plunge like Digital Detox which irrevocably disables your Android phone for a period of time you specify. There are Digital Detox holidays with… “St. Vincent and the Grenadines asking travelers to leave their technology at home as part of their digital-detox vacation package. Included in the package is a pre-mailed guidebook explaining how to function on a trip without technology and features an onsite life coach who provides advice on how not to let technology control one’s life. ” (Source: Forbes)
Closer to home, Kit-Kat in Amsterdam have tapped into the Digital detox trend with their Free No- Wi-Fi Zone campaign. The idea is simple and taps neatly into the brand promise:
Free WiFi is available everywhere we go. People are constantly online, busy with their electronic gadgets all the time. As Kit Kat we saw that as an opportunity to give people a break. So instead of offering Free WiFi like every other brand, we created a Free No-WiFi Zone. A big sign with a small WiFi jammer that blocked all signals within a five meter radius. By doing that we encouraged people to read a newspaper, a real book or have a genuine conversation again. All while munching on a Kit Kat.
Top 7 Marks Of A Great Client – SOdA report 2013
The SOdA report is well worth a read when it comes out and its free on iTunes or Slideshare. One of the articles I really enjoyed was this one, the top 7 marks of a great client. Its not a client bashing piece by any means, but for clients it helps you look at what you can do to get more out of your agency. And for agencies, you need to read this to see how you can help your clients get more out of you. This is a direct drag and drop from the report, so sorry if the images are low quality. Please do check out the original document here or download it here.
(Source: Stefan Tornquist, SOdA report, Vol1 2013)
Deposit Anywhere
Its about making things easier for people – adding value to their lives (this time in the form of time).
Great example of thinking about consumers and how to make their life easier (also reduces footfall to your stores)
Why Things Catch On
By the end of the summer, we will have all read this book!
Good To Know
I sometimes get asked by people for digital stats in Ireland and it can be hard to track down the latest information. Well obviously the folks over at Publicis D have been asked the same question. So they have, cleverly, developed the Good To Know app.
The app will help you keep on top of the latest “good to know” trends, behaviors and market information in Ireland. Developed by Publicis Dublin, there are six sections of information for marketers that cover the economy, consumer trends, media consumption and digital behaviors.
Nice work!
download the app here Good To Know
Frozen Cinema
To let the privileged experience how homeless people feel during the winter, non-profit organization fiftyfifty turned the temperature down in cinemas across Germany.
There is something I like about this – but there is something that jars with me slightly. I think it might be a bit too intrusive and forced on people. Im actually not sure it needed the video on screen, feels a bit preachy to me. I think a simple explanation would have done the trick – maybe something like- “We turned the temperature down to 8 degrees – homeless people have to sleep in temperatures as low as minus 4 – please help” then knock the heat back u.p
An Intro to Facebook Home
So Facebook didnt really launch a phone yesterday.
“I’m finally going to talk about that Facebook phone, or more accurately turn your phone into a great simple social device. Or turn your Android phone into a great social phone.” Mark Zuckerberg said “We asked ourselves — if we’re already spending this much time on our phones, how can we make it easier? What if they were designed around people first, and you could also just happen to interact with apps?”
Is this a game changer?
I love 8tracks
Back in the day I used to spend all my time and money on music. I managed to get a really nice collection together, all CD’s (which seems old schoolish now!). I never really bought into downloads (weird for someone who loves all things digital) but I loved the physicality of a CD purchase.
Of course now music is way (way, way) down the list of things I spend money on. No regrets at all, but I sometimes miss that moment of hearing a new band/artist for the first time. Discovering something new, that wow moment when you hear something different for the first time.
I was introduced to 8tracks maybe a year ago and its re-ignited my passion for music (still can’t afford to buy any) but I am getting that joyous experience again of hearing new things for the first time.
I am sure there are loads of sites like 8tracks out there, but I am a huge fan (yes I love it). I can follow friends selections, their recommendations and it throws up recommendations to me based on my previous listening habits. Even the sign up and login are simple and user friendly. The site is easy to look at and navigate.I know this seems pretty obvious, lots of sites serve you with the most relevant information, but 8tracks seems to get it right, there is clearly some smart technology behind it.
And thats the interesting thing – its doesnt feel like its technology driven, it feels more like its user driven and the technology just makes it all happen somewhere in the background. Sites that make you feel smart for using them, serve you what is relevant to you and dont make you feel like you need a degree in IT to get around them are the ones that are winning. 8tracks is one of those.
And if you love music, check it out
Wake me up!
Im a bit obsessed with alarm clocks at the moment! Im fed up of hitting the snooze button and of really annoying alarm clock sounds (on my phone). I have the annoying ones because I tend to sleep through the more subtle ones!
I used sleep cycle about a year ago and for some reason stopped using it, but recently I read about Lark in the book Overthrow. Lark started off as a vibrating silent alarm clock and now has become more, its a sleep coach. How cool is that. Lark costs money and Im not quite there in investing in my sleep, although I’m really tempted as Lark is now a coach that you can use 24 hours a day, to track what you eat as well and make sure you are getting the most out of your day. (see Lark video below)
So I have re-visited Sleep Cycle and last night used it, I obsess over what my sleep pattern was! I was surprised I heard my daughter at 3am this morning talking in her sleep (normally I hear nothing!) but it turns out I wasnt in a deep sleep!! It woke me up nice and gently too which was nice. Having said that I dont feel any more refreshed today than any other day!
This morning I came across a new one called Uniqlo Wake Up, a social alarm app from Japanese fashion retailer Uniqlo that incorporates the current weather, time and day of the week into its wake-up music. How great is that, it wakes you up and tells you its cold or raining outside! How great also that its a brand that is doing this! Love it. I don’t know a lot about the Uniqlo brand, but wouldnt it be great if people woke up every morning thinking about you!
What they are doing is more than offering a service, or a store, Trendwatching say that this falls under a category of brand called Brand Butlers:
“It has never been more important to turn your brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care, while the mobile online revolution (it’s finally, truly here!) makes it possible to offer uber-relevant services to consumers anywhere, anytime. Basically, if you’re going to embrace one big consumer trend this year, please let it be BRAND BUTLERS!”
I will let you know how I get on with my Uniqlo wake up
Another good 2012 round up
Twine
I had a WTF moment when I was reading this!
Want your basement pipes to send you a text message when they’re in danger of freezing up, or your garage door to ping you if you forget to close it? No problem: With Twine, building your own personal “Internet of things” is supposed to be easier than programming a VCR. And now that the product is available for purchase,
Trendwatching.com’s 10 Crucial Consumer Trends for 2013
Asthma Coach App
Apps are tough for people to get right. In my very humble opinion they really have to add value to someones life, enough value that a person will download it in the first place and then use it again (and again). There are some great ones out there that we all use (most of Europe seems to be using WhatsApp!).
I saw someone post on Facebook this morning about this app, I probably should know, but I am guessing their kid (or kids) have asthma, so they thought this was (and I quote) ‘genius’.
The app allows users to record and track their asthma symptoms, medication usage and peak flow to help them control their condition. Users may also share the diary and a graph of their asthma activities with their healthcare professional if they wish. The Asthma Coach also provides users videos on how to correctly use inhalers and other devices, what to do in an emergency and how to test your peak flow.
The free app can be used by anyone with asthma and can also be used by the parent of a child with asthma to help track their condition.
Dr Basil Elnazir, of The National Children’s Hospital, Tallaght and Chairperson of the Asthma Society Medical Committee, said, “We hope that the app will help young people to engage in managing their own asthma. They form lifelong health habits in these years, so if they start to control their asthma now this will help them throughout their lives. We can’t change whether people have asthma or not but we can help to change their outcomes through management of their condition. The app will help them to do this in partnership with their healthcare professional.’
The project was enabled through an unrestricted educational grant from Pfizer Healthcare Ireland. The app also includes a pollen forecast from March-November, which is supported by Dyson.
Great apology
OB Tampons wanted to apologise for the discontinuation of one of their products, promising their customers that they will get it back on the shelves in the near future. To apologize, more than 100, 000 women received an email that led them to their own personal music video, and an apology. This viral had more than 3 millions hits only in one weekend. Clearly the brand felt they had something to apologise for, and a good way to go about it.
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