Engaging audiences via technology

August 23, 2012

I’d say that it’s pretty well accepted that the job of talking to customers in today’s mult-connected world is more than a little complex.

We’re living with and working through innumerable channels, each with their own ‘rules of engagement’ and each with an ever increasing demand for our constant attention. Neglect one, even for a short period of time, and the others can tumble around you. Choose the wrong one and you’ll be literally whistling in the wind.

All of this, coupled with the still remaining truth that a brands success is built on the stories they tell, is leading to many a brand owner wondering just how they can effectively engage with their valued and precious target audience through busy consumer chosen channels.

Far from cutting through the clutter, digital has simply fed the beast. There is now more noise than ever, and the voices are only getting louder. Today even the smallest body can shout an ear bursting yell, given the time, effort and the right tools.

And it’s having the right tools that’s really becoming the only way a brand can stay ahead of the consumer conversational curve, and both start and maintain meaningful connections with the people that matter to their business.

LBi‘s Audience Engagement Platform is just one such tool.

By helping their clients focus on building long-term relationships with the most valuable people, and by distributing amazing content to the right places while continuously measuring performance to reveal actionable and immediate insights, LBi have developed a technology that can talk to people through their preferred social channels – sharing personalised messages, which are timely and relevant.

For me, key to the success of tools such as these are their ability to be timely, relevant and trackable. It’s no longer enough to have a good story to tell, you have to seed that story at the right time and place for it to resonate, you have to link that story to the customer in a way that brings meaningful benefits, and you have to watch that story’s impact like a hawk.

So given the complex nature of the world in which we chatter, the use of technology is really the only viable way we can harness the power of our use of technology.

From London to Rio

August 22, 2012

As with time, space and teenagers, design must move on. We’ve had London with all its date focused vibrancy now it’s countdown to Rio and a focus on people, their nature, their feelings and dreams.

Wolff Olins now hand the torch over to Tátil, here’s their take on the solution:

After consolidation of our findings, we selected a simple yet powerful idea as our inspiration: what distinguishes our city and makes the Olympic Games a truly grand event are the people, their nature, their feelings and dreams.

That’s why we created a truly human brand.

We were born from a mixture of ethnicities. We warmly embrace all ethnicities, faiths and generations. We share our sky, our ocean and our happiness with the world. This human warmth, which is part of the Carioca nature and the Olympic spirit, is shaped by the exuberant nature of a city that inspires us to live passionately and carefree, and loves to share and engage with others.

The natural beauty of our landscape is embodied by the brand and its color palette. Yellow symbolizes the sun and our warm, vivacious and happy nature. Blue expresses the fluidity of the water that surrounds us, and our easygoing way of life. Green represents our forests and hope, a positive vision that inspires us to go even further.

Together, different countries, athletes and peoples embrace in an individual and collective motion that reveals one of our city’s landmarks — a vibrant Sugarloaf, pulsating with joy, union, celebration and friendship.

This landmark comes to life and gains a three-dimensional perspective, with volume and cut-outs. Contours create the topography of the city in our imagination.  A brand-sculpture, infinite, that gains textures and shapes, transforming into an object; a playful brand that can be experienced.

The expressive graphic wordmark with interconnected fluid letters reinforces the desire for unity and the warm human essence of the brand, reflecting the friendly and hospitable nature of the Carioca. The exclusive graphic design offers a unique combination of excellence and spontaneity, inspiration and attention to detail.

Inspired by Rio’s nature, the athletes and its people, the Brand of the 2016 Rio Olympic Games evokes unity, inspires the will and desire to work together, to share our knowledge and talents, to join forces and ambitions for a sustainable way of life that will transform the present and our future.

It’s a brand that embodies unity, transformation, passion and energy. It’s a large collective network in motion, an invitation and inspiration to Rio and the world.

Boks Quiz

August 17, 2012

Love this, FWA‘s site of the day – Boks Quiz – created by Hello Monday – A quiz to build awareness of Reebok’s non-profit BOKS programme, a before-school physical activity program designed to prepare children in the US for a day of learning.

This site looks amazing, stays both fun and informative throughout, and is beautifully crafted in HTML5 and Javascript.

tags: Online

Cadillac ATS vs The World

August 6, 2012

It’s always interesting to see how vehicle manufacturers choose to promote their goods. With the real and passionate relationships some of us have the metal that surrounds us on a road trip, there’s rich emotional pickings to be had for persuading some to part with an impactful amount of cash.

Whether it’s honest eco-friendly responsibility or pure motor muscle, you can escape the pull of the car companies wishes to align their products with your emotional buttons. Driving is much more than getting you from A to B.

Firstborn are past masters at developing auto websites. With plenty of rich history to draw upon, their new work – Cadillac ATS vs The World – doesn’t disappoint. The site, creating with Fallon, takes you on a journey through some stunning landscapes from the four corners of the world.

The emotional pull – have you got a pioneering spirit? – you can become a truly adventurous global explorer in our vehicle – and isn’t it powerful to.

Continuing the departure from the once standard Flash tech, Firstborn have opted for a device friendly HTML5 route, utilising the now familiar parallax scrolling technique and incorporating lots of beautifully shot video content, the site delivers an inspiring vision of who you could be, once in the driving seat of their car.

All-in-all the site makes for a highly engaging, emotive experience. In that respect – job done.

The big picture: projecting success

August 3, 2012

Windsor Castle is being illuminated with images of rowers past and present, including Sir Steve Redgrave, to celebrate the London 2012 Olympic Rowing competition at nearby Eton Dorney.

Music – Tumblr Style – 17 Blow Out

August 2, 2012

Here’s an interesting idea for a thoroughly modern music video – take inspiration from Tumblr.

Tonight We’re going out (created by Mother London) is a Tumblr style music video, where the different film clips are all synced with the beat. As you scroll the video loops activating increasing audio channels on the song.

tags: Online

Wrangler – Keep True

July 31, 2012

Love this work from Stinkdigital.

Wrangler’s latest short film is set in its birthplace and spiritual home, North Carolina.

The FW12 season is themed Keep True, and collections feature iconic designs and details from Wrangler’s rich history, blended with modern innovation. As the original denim brand of the outdoors, Wrangler takes inspiration from nature.

The movie reconnects Wrangler with its roots out in the wild. At the heart of the piece is Thomas Keith. The one-time Salem Country D.A. now lives besides the Black River where he grew up. His love of the outdoors, free from the trappings of urban life, inspired the making of Wrangler’s seasonal film.


tags: Motion

Google Chrome Web Lab

July 30, 2012

The internet is incredible. It powers our lives everyday. It allows us to explore the world without leaving our homes. It gives us access to infinite information. But all this magic is invisible to us. Until now.

Through 5 interactive Chrome Experiments, Web Lab explores the extraordinary workings of the internet. Each experiment explores and demonstrates a different web theme. Worldwide visitors both online and offline will be able to play live music together, launch data into cyberspace and trace where images on the web actually live, see how robots can see people, and get teleported to unexpected places all over the world.

Check out Google’s Web Lab.

tags: Online

Meet the Superhumans

July 26, 2012
YouTube Preview Image

Just 1 day to go until London hosts the greatest sporting show on earth.

Campaign Magazine take a look at the best 10 Olympic ads getting the nation’s pulses racing. There’s some great creative in there from a lot of great names, including: Wieden & Kennedy, RKCR/Y&R, 4Creative, BBH, Cheil, Mother and TBWA\Chiat\Day.

And my top choice? Well, over and above the great Adidas ‘Take The Stage’ (which I’ve talked about before), it’s Channel 4’s ‘Meet the Superhumans’ by 4Creative for the Paralympics. Wonderfully crafted, beautifully shot and very emotive.

What’s your top choice?

Apple’s 27 guidelines for mobile UX design

July 23, 2012

  1. Focus on the primary task
  2. Elevate the content that people care about
  3. Think top down
  4. Give people a logical path to follow
  5. Make usage easy and obvious
  6. Use user-centric terminology
  7. Minimise the effort required for user input
  8. Downplay file-handling operations
  9. Enable collaboration and connectedness
  10. De-emphasise settings
  11. Brand appropriately
  12. Make search quick and rewarding
  13. Entice and inform with a well-written description
  14. Be succinct
  15. Use UI elements consistently
  16. Consider adding physicality and realism
  17. Delight people with stunning graphics
  18. Handle orientation changes
  19. Make targets fingertip-size
  20. Use subtle animation to communicate
  21. Support gestures appropriately
  22. Ask people to save only when necessary
  23. Make modal tasks occasional and simple
  24. Start instantly
  25. Always be prepared to stop
  26. Don’t quit programmatically
  27. If necessary, display a license agreement or disclaimer

Some great tips there on how to do mobile, and they should know! So it’s well worth taking note if you’re currently developing a mobile solution.

via: eConsultancy

tags: Mobile
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by____ Gavin Johnson