MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
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Marketing as<br />
service design /<br />
utility not noise<br />
But what about – courtesy of TBWA\ RAAD<br />
– a Bluetooth-enabled fridge-magnet button<br />
that instantly sent an order for that customer’s<br />
favourite pizza via mobile when pressed? That<br />
would revolutionise the whole process. It’s a<br />
marketing solution so frictionless and, dare<br />
we say it, magical, that similar fridge magnets<br />
were quickly developed by Evian in France<br />
and Turkish telco Turkcell. Featured in <strong>Contagious</strong><br />
issues 31, 32 and 33.<br />
www.redtomato.biz/magnet<br />
tinyurl.com/c6qnfet<br />
Västtrafik / Tram Sightseeing<br />
Gothenburg’s local transport authority, Västtrafik,<br />
was keen to get tourists off expensive<br />
tour buses and onto its tram network. So rather<br />
than bombard them with ads, it took a servicedesign<br />
approach to the problem. Created by<br />
Forsman & Bodenfors, a free Tram Sightseeing<br />
app guided people to their nearest<br />
tram stop. Once they were on a moving tram,<br />
the app used the phone’s GPS to play an<br />
audio tour triggered by the user’s specific<br />
location, telling travellers about landmarks as<br />
they passed them. Each tour told users when<br />
to change trams and dropped them back at<br />
their original location 45 minutes later.<br />
Forsman & Bodenfors told <strong>Contagious</strong><br />
that the goal was ‘to produce advertising<br />
that didn’t feel like advertising’. It’s an objective<br />
that encapsulates marketing as service<br />
design: providing something so useful that it<br />
no longer feels like you’re being sold to, merely offered help and utility. Featured<br />
in <strong>Contagious</strong> issue 30.<br />
tinyurl.com/TramApp<br />
Delta / Fly Delta App<br />
US airline Delta updated its mobile app to allow customers to track their<br />
bags once they disappeared down those mysterious airport conveyor belts.<br />
Passengers who have scanned their bag tag can keep updated on its location<br />
even while on a flight, offering a little peace of mind that, even if it’s not<br />
where it’s meant to be, it’s at least not lost. A YouTube video, Your Bag’s<br />
Journey via Wieden+Kennedy, New York, showing what goes on ‘behind<br />
those rubber flaps’ has now cleared the 1.5 million view-count mark. The<br />
app also allows people to check-in, view updates to flight and boarding<br />
times, change their allocated seat and rebook a cancelled flight. The app is<br />
part of a wider personalisation drive from the airline, which includes making<br />
a range of back-end logistics data, including passenger profiles and ecommerce<br />
behaviour, available to customers. Featured in <strong>Contagious</strong> 30.<br />
tinyurl.com/DeltaAndroid<br />
tinyurl.com/DeltaiTunes<br />
www.youtube.com/watch?v=ocbxs5aWUso<br />
Orca Chevrolet / Rescue Drive<br />
Thinking more broadly about the customer journey than just how to entice<br />
people onto its forecourt, the Orca Chevrolet car dealership in Brazil took<br />
an insightful approach to promoting the new Chevrolet Cobalt. Its Rescue<br />
Drive campaign, created by Monumenta, Brasilia, saw the business partnering<br />
with a local breakdown service to send a new Cobalt (along with<br />
a salesman) to people stranded with broken-down vehicles. While the<br />
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf<br />
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