Interactive shop windows

 

 

I have to blog about this special innovation, which just went live 72 meters from the agency in Aarhus. In a world where we are hunting down new connections with our precious consumers, the shop and the experiences there, play a key part in the communication process. CAVI in Aarhus has been working on a solution for three years where the shop window interacts with the people passing by.

Here is the description of the Dynamically Transparent Window from CAVI’s website:  

A Dynamically Transparent Window responds to the movements of people passing by. Using a camera, passers-by are tracked, and the data is processed by a system that controls custom-built interactive windows on the facade. The windows are fitted with so-called electro-chromatic foil that can change from opaque to transparent when an electric current runs through it. By using thin strips of the foil, narrow bands on the facade change in order to reveal what is on display in the store when people walk by the window. The facade uses various interaction modes in order to lure the by-passers near and make them explore the display. 

And here the Youtube video explaining the details:

Reminds me a bit about a Tomato project I saw at an evening inspiration session at LYNfabrikken where they did some work interacting with the passing by’s. I think it was with Asahi TV and with another project working with air to flow to giant sculptures when passing them. (If anybody remembers exactly - please help :))

But this is interesting and I just held a focusgroup working with a pitch for H&M in Denmark where all the young women talked about how important the shopping window were for them. So this is interesting. Hope they will tell more about the results and reactions afterwards. 

The Magnum Challenge

I clicked on a banner yesterday!

I was placed on trendsales I guess. Doing my early in the morning shopping with my laptop on top of my bed while my boyfriend was still sleeping. (and here I am again) This is my favorite time slot. The sun is up, the house is quiet and there is time to do online shopping on my favorite sites amazon, trendsales, youheshe, reading blogs, news and checking out the weather on the day to come.   

This is the perfect spot to expose me for this banner. Do you want to dream. Oh yes! Do you want luxury and being spoiled? Yes please. Click this banner! Ok I will. And I ended up on this page the magnumchallenge.dk. And I don’t now how much was fascination over the beautiful pictures, the interactive twist’s or just that I was in the right situation to start dreaming, but anyway I ended up spending 10 minutes or more on the campaign site. And I had fun. And I don’t even like Magnum icecream. But this definitely took my ten steps closer to try. 

So I don’t now if it was perfect media planing finding me in this situation, the endorsment from the desperate housewife universe, the pictures of luxury and the opening to dream, but this campaign worked for me - or for the advertiser in deed. 

Google as content provider

Google just entered a new era. Google News now launching whole articles of news content.  It is actually the news providers who forced Google to do this by making them pay for content instead of appreciating the links from Google. Instead of driving traffic it now steals traffic, because if all content is collected on google why go further on to the specific site? Why place ads on the site then? Now content - and thereby the ad spend  is collected on the must powerful aggregator the world have ever seen. I think the news providers just forced Google to be their biggest enemy! 

Guardian writes..

“Publishers: Be careful what you wish for. Journalistic organisations
and news agencies have complained that Google has benefited from their
headlines (while I argue it is they who have benefited from Google’s
links). So the Press Association, the Associated Press, Canadian Press,
and Agence France-Presse just forced the search engine to license their
content. Now, rather than linking to the wire services’ clients for
their articles, Google News is displaying the agency reports in full on
its site.

My new ipod touch…

My boyfriend and me just placed an order on two new ipod touchs. In our local Humac shop we are now number 14 and 15 on the waiting list. I still have some concerns, but after hearing that it probably will be open for third party software development  I realised that my concerns mainly were located in software - not in the hardware, so one way or the other it will fullfill my wildest gadget dreams.

I will write a full detailed review here as soon as it arrives

Great interactive outdoor

I love this

Thanks to Dan. The campaign isn’t really new, but as Dan writes on his blog it hadn’t reached my attention either - so I wanted to share anyway….

Dan says: This is pretty old - it won an award earlier this year - but it’s just hit my radar thanks to an appearance on Digg.The campaign was to promote the launch of BBC World in America, and consisted of 4 different pictures, up in the same spot on different days, allowing passers by to vote on their perception of the picture, with live display of results.

Legal Graffiti Campaign

Normally I do not make a big deal out off honouring campaigns from work. First of all because of a slight lack of the ability to be neutral in my opinion. But this is too good to be left out of the blog.

In launching the new in2u scent from Calvin Klein, my co-workers did this campaign with a non-graffiti street event. Cleaning up just a part of the graffiti made a tap into the street culture, but without doing anything illegal or offensive.

This is the art of thinking sideways….

Co-marketing/co-innovation?

This is a really good example on how a lot of the exiting web 2.0 applications can be a huge part of a wide range of companies product innovation in the coming years. The feature showed in this video is really something that could make a difference for me in my choice of vehicle. Especially in a world where it is so difficult to make a difference. All cars (I’ve seen) on the market today are able to fullfil my car-needs. I don’t really care about all the “car”-specific numbers and stuff - all I care for is how it affects the environment and besides that I’m done - which leaves me with quite a wide selection. So it is the ability to make a difference that will make the outcome. So I just hope they will make this available in mini coopers too, because design is another element that will make an easy choice…

This is something that would make me talk about a product (see, it already is)

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