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TRENDREPORT TRENDONE
2013
HAND-DRAWN 3D SCULPTURES FACEBOOK FRIENDS PERSONALISE CITY MAPS
RFID CHIPS TELL STORY OF LUXURY FASHION
EXECUTIVE
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THE INTERACTIVE FUNCTIONS IN THE EXECUTIVE TRENDREPORT
INTERACTIVE TAB NAVIGATION
DIRECT LINK-UP OF MICRO-TRENDS
LINK-UP TO THE ONLINE TREND DATABASE
DEEPLINK
Click to access the micro-trends in the trend categories.
Use the interactive tabs to click your way directly to the main categories.
Deeplink takes you directly to the micro-trend’s website
Trendexplorer This is where you can access the micro-trend in our online trend database.
Send a Trend You can use this feature to forward the micro-trend to business partners and colleagues.
PPT Export Export the micro-trend directly to a PowerPoint file.
More images Call up more images related to this micro-trend.
Video Take a look at a video about the micro-trend.
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Interactive tabs
Micro-trends
Online trend database Deeplink
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EXECUTIVE TRENDREPORT EDITION MARCH 2013
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INDEX
EXECUTIVE TRENDREPORT EDITION MARCH 2013
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BEST PRACTICE ONLINE MOBILE OUTDOOR & PROMOTION MEDIA TECHNOLOGY LIFESTYLE
TABLE OF CONTENTS
05 BEST PRACTICE
ONLINE 11 ONLINE MARKETING 16 SOCIAL MEDIA 21 WEB INNOVATIONS
MOBILE 27 MOBILE MARKETING 32 MOBILE SERVICES 37 MOBILE CONTENT
OUTDOOR & PROMOTION 43 OUT OF HOME 48 SENSATION MARKETING 52 PROMOTION 57 EVENTS
MEDIA 63 MULTIDIMENSIONAL PUBLISHING 68 CONSUMER ENTERTAINMENT
TECHNOLOGY 74 EMERGING TECHNOLOGIES 79 RESEARCH & DEVELOPMENT 84 COMMUNICATION TECHNOLOGIES 89 MEDICAL SCIENCE
LIFESTYLE 95 DIGITAL LIFE
100 MODERN LIFE 105 HEALTHY LIFE
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BEST PRACTICE
BEST PRACTICE 05 Getting a customised offer from a print ad
RFID chips tell story of luxury fashion
Augmented reality on second screen apps
Hand-drawn 3D sculptures
Espionage software uses social networks
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GETTING A CUSTOMISED OFFER FROM A PRINT AD The insurance provider RSA has put its slogan "Easy As Ever" into practice in Dubai to allow drivers to get a free estimate via a print ad for the insurance costs for their car. The marketing agency OgilvyOne created this electronic print ad which was integrated into a magazine and is capable of communicating with an RSA server. Users enter the necessary information via the printed keyboard and then receive a customised offer within minutes in a text message.
SOURCE: INITIATOR:
https://www.rsadirect.ae OgilvyOne Worldwide, United Arab Emirates
BEST PRACTICE
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ONLINE
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ONLINE
ONLINE MARKETING 11 Online price comparison with image navigation
Single shopping carts for many online products
Contest among virtual Subway stores
Service-based online shop for business clothes
Customised campaigns with Google AdWords
SOCIAL MEDIA 16 Product launch via Twitter's video app
Facebook friends personalise city maps
Watching sport shows via Twitter
Rewards for local communities
Social video conference with space station
WEB INNOVATIONS 21 Personalising a film trailer
Browser plug-in keeps internet clean
Buying products on photos via image recognition
Search engine collects people's opinions
First Arabic programming language
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ONLINE PRICE COMPARISON WITH IMAGE NAVIGATION The German online platform billiger.de has teamed up with the Fraunhofer Heinrich-Hertz-Institute to launch a feature that uses a specific image to search for optical similarities in all product categories. This image navigation facilitates the virtual shopping consultation process and suggests similar products from a total of 1.5 million items to users during the online price comparisons. Users get a clear overview of all the relevant product and price information, and can find the products they want and the corresponding online shops without having to spend too much time with manual filters.
SOURCE: INITIATOR:
http://img.billiger.de Solute GmbH, Germany
ONLINE
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ONLINE MARKETING
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PRODUCT LAUNCH VIA TWITTER'S VIDEO APP The fast food restaurant chain Taco Bell has presented its new "Cool Ranch Doritos Locos Tacos" in a short video via Twitter's video app "Vine". The video shows the original Doritos and then the new product that they inspired. The video was shared on the company's Twitter page, although 7 March was announced as the official sales launch. Taco Bell is planning the biggest marketing campaign in the company's history for the launch of this product.
SOURCE: INITIATOR:
http://vine.co Yum! Brands Inc., USA
ONLINE
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SOCIAL MEDIA
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PERSONALISING A FILM TRAILER For the launch of the new film "The Great and Powerful OZ", Disney has teamed up with Google to create a "Chrome Experiment" that lets users immerse themselves in the film's circus world via the Chrome browser. During the 3D game, users can take pictures of particular places and create their own songs in just a few clicks. What's more, it's possible to use the webcam to produce motion pictures with special effects and to exclusively watch the trailer for the new film at the end of the tour.
SOURCE: INITIATOR:
http://www.google.com The Walt Disney Company, USA
ONLINE
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WEB INNOVATIONS
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MOBILE
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MOBILE
MOBILE MARKETING 27 Pharmacy becomes part of AR game
Table enables app download in shopping centre
More coffee for users of NFC smartphones
Virtual concert with product demonstration
Mobile connection to personal stylist
MOBILE SERVICES 32 iPhone integration in Mercedes
Watching meals being prepared before ordering
Smartphone shows congested trains
Lightbulbs release interactive content
Using photos to get advice from friends
MOBILE CONTENT 37 Creating a 3D monster on the iPad
Twitter's creative 6-second films
Anonymous, location-based social network
Protocol links TV and second screen apps
DJ set on keychain
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PHARMACY BECOMES PART OF AR GAME The American chain of pharmacy stores Duane Reade now gives its customers the chance to play the augmented reality game "Ingress" in its stores. Developed by Google's Niantic Labs, the game is available as an Android app. The game connects the physical world with the virtual one, and players have to unlock an energy form called "Exotic Matter" for their teams by finding objects in the real world. Players can now also find so-called "Assets" in the pharmacies which provide them with new resources for continuing the game successfully.
SOURCE: INITIATOR:
http://www.prnewswire.com Duane Reade Inc., USA
MOBILE
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MOBILE MARKETING
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IPHONE INTEGRATION IN MERCEDES The app Drive Kit Plus enables Mercedes drivers to extend their car's infotainment system with the help of an iPhone. Social media services such as Facebook and Twitter, locally stored music and additional navigation elements are core components of this app. It's possible while driving, for example, to post new status updates, access various internet radio stations and add travel destinations from previous check-ins or contacts. The Drive Kit Plus is controlled from the vehicle's centre arm rest and it guarantees excellent navigation.
SOURCE: INITIATOR:
http://drive-kit-plus.com Daimler AG, Germany
MOBILE
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MOBILE SERVICES
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CREATING A 3D MONSTER ON THE IPAD The American company Autodesk has developed an iPad app called "Autodesk 123D Creature" that enables users to render and print 3D creatures on the tablet. Similarly to the work of professional 3D artists, people first render up a "skeleton" as a basis for the figure. Afterwards, users can decorate the figure with a variety of different textures and colours using the software. Finally, users can share their creations online or export a 3D mesh for printing with their own 3D printer.
SOURCE: INITIATOR:
http://www.123dapp.com Autodesk Inc., USA
MOBILE
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MOBILE CONTENT
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OUTDOOR & PROMOTION
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OUTDOOR & PROMOTION
OUT OF HOME 43 Mannequins mimic passers-by
Installation mirrors people's emotions
Network for indoor billboards
The life-saving bridge
Bus stop becomes karaoke station
SENSATION MARKETING 48 Stress test at the airport
"Instagallery" brings photos from Paris to Los Angeles
Arcade machine rewards winners with beer
Cash machine follows customers
PROMOTION 52 Delivery service for condoms
Doctor Who and Transformer coins as legal tender
Voicemail messages appeal for donations
Measuring the pleasure of eating chocolate
Painting your own pizza
EVENTS 57 Testing devices during beauty treatment
Portable toilets make music
Blank cheque tempts people to art exhibition
Bay Bridge becomes world's largest light sculpture
Pinterest-inspired creative clubs
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MANNEQUINS MIMIC PASSERS-BY On behalf of United Arrows, the largest clothes store in Tokyo, TBWA Hakuhodo has created a shop window that tracks the movements of passers-by and forwards the data to mannequins so that these so-called "Marionettebots" can then mimic them. The movements are captured using the Microsoft Kinect and the information is transferred to the life-size dolls. The smartly dressed "Marionettebots" are fitted with a motor and controlled by 16 wires. To get a discount in the store, couples could test their "motion chemistry" on the "Marionettebots" on Valentine's Day.
SOURCE: INITIATOR:
http://www.united-arrows.co.jp TBWA, Japan
OUTDOOR & PROMOTION
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OUT OF HOME
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STRESS TEST AT THE AIRPORT Nivea made selected travellers at an airport sweat after public announcements were made naming them as serious criminals. A wide-ranging media campaign was staged in which the selected individuals spotted their own faces in the newspaper of the person sitting opposite them while they waited for their flight. They also saw themselves in a TV report on a nearby screen denouncing them as dangerous criminals sought by the police. When actors dressed up as security staff asked the travellers if they were feeling stressed, they were relieved to learn that the "security" staff only wanted to offer them a suitcase containing "Nivea Stress Protect".
SOURCE: INITIATOR:
http://www.wuv.de Beiersdorf AG, Germany
OUTDOOR & PROMOTION
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SENSATION MARKETING
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DELIVERY SERVICE FOR CONDOMS The condom company Durex gives the residents of Dubai the chance to order condoms on the "SOS Condom" mobile app and have them delivered to their homes. The app uses location-based technology that works out where the users are and brings the condoms straight to them. The service can be used between 4 p.m. and 4 a.m. Orders are delivered discreetly and professionally within an hour of being received. What's more, people can also vote on Facebook to decide which city the service should be introduced in next.
SOURCE: INITIATOR:
http://www.adverblog.com SSL International plc, United Arab Emirates
OUTDOOR & PROMOTION
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PROMOTION
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TESTING DEVICES DURING BEAUTY TREATMENT During the New York Fashion Week, the information technology corporation Hewlett Packard invited several bloggers to the Empire Hotel for some free beauty treatment in which a wide range of HP devices were tested. Organised via the platform "Style Coalition Influencer Exchange", which brings influential bloggers together with companies, the invited ladies were able to try out the various tablet PCs and notebooks while getting a pedicure or their hair and make-up done for free.
SOURCE: INITIATOR:
https://www.facebook.com Hewlett-Packard Development Company L.P., USA
OUTDOOR & PROMOTION
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EVENTS
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MEDIA
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MEDIA
MULTIDIMENSIONAL PUBLISHING 63 Online magazine adapts content to readers
Real-time online polls on state of the union
News feeds as personalised news shows
Streaming service produces own TV series
Video analysis improves use of video portals
CONSUMER ENTERTAINMENT 68 Film ends based on biometric information
Set-top box enables personalised TV
Sky interrupts ads with live football
Platform shows random Twitter videos
Holographic toy set
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ONLINE MAGAZINE ADAPTS CONTENT TO READERS The media company Hearst has introduced a publishing platform for all its digital titles so that their pages automatically adapt to the size of the reader's screen and provide personalised advertising. The first two magazines with the new system are "RoadTrack" and "TownandCountryMag". They will feature advertising or ads for other editorials based on the reader's location, device and the path that led them to the page they're reading.
SOURCE: INITIATOR:
http://www.hearst.com Hearst Communications Inc., USA
MEDIA
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MULTIDIMENSIONAL PUBLISHING
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FILM ENDS BASED ON BIOMETRIC INFORMATION The short film "Many Worlds" by the British film-maker Alexis Kirke changes its plot in accordance with the viewer's feelings. It will be premiered at the Peninsula Arts Contemporary Music Festival, where viewers will be hooked up to biological detectors that measure muscle tension, brain waves and heart rate so that the film can end in one of four ways. The film is about a physics student who gets involved in a dangerous experiment which ends – just like the film itself – based on how the audience is feeling.
SOURCE: INITIATOR:
http://webpal.co.uk Alexis Kirke, UK
MEDIA
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CONSUMER ENTERTAINMENT
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TECHNOLOGY
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TECHNOLOGY
EMERGING TECHNOLOGIES 74 Quality control at the point of a finger
Material benefits from small temperature difference
Robot becomes avatar
Light changes properties of adhesive
Smartphone as on-board computer for satellites
RESEARCH & DEVELOPMENT 79 Nanosensors recharge using solar energy
Soft paper made of stone
SiLEDs as light emitters
Device creates 3D images of tissue changes
Magnetic logic makes for mutable chips
COMMUNICATION TECHNOLOGIES 84 Radio technology relieves broadband networks
SIM card add-on for cheap international calls
Social TV in chat rooms
The mini-version of a smartphone
Sharing mobile internet access
MEDICAL SCIENCE 89 Vaccines like tattoos beneath the skin
Stem cells from the 3D printer
Handle for surgical instruments gives feedback
A molecular fountain of youth
Injecting gel to fight diabetes and cancer
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QUALITY CONTROL AT THE POINT OF A FINGER Researchers at the Fraunhofer Institute in Germany have developed a system for BMW that can be used to carry out quality checks on car parts by pointing at the detects. The system is based on a 3D reconstruction of the workplace, a standard PC and two Microsoft Kinects with a camera and three sensors. This enables the worker and the car parts to be tracked so that the system can process the data using a special algorithm. If the quality controller decides that a particular part is in good working order, he can simply swipe over it and this information is recorded via gesture recognition and displayed on a monitor on the 3D reconstruction.
SOURCE: INITIATOR:
http://www.fraunhofer.de Fraunhofer-Institut für Optronik, Systemtechnik und Bildauswertung (IOSB), Germany
TECHNOLOGY
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EMERGING TECHNOLOGIES
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NANOSENSORS RECHARGE USING SOLAR ENERGY Researchers at Columbia University have developed a nanoscale chip whose sensors are capable of generating ambient energy and supplying themselves with power. The sensors' batteries rely on tiny bits of solar energy to recharge themselves. The sensors create a communication network over short distances and measure things like room temperature within smart home systems, and then transfer the data to the heating system.
SOURCE: INITIATOR:
http://www.ee.columbia.edu Columbia University, USA
TECHNOLOGY
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RESEARCH & DEVELOPMENT
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RADIO TECHNOLOGY RELIEVES BROADBAND NETWORKS The Californian start-up Fastback Networks has developed radio technology called "Any Line of Sight" that can be used to send 500 megabits of data a second over distances ranging from 500 meters to 2 kilometers. Operators of the mobile or cable-based networks of wireless or cable TV providers can install the compact devices, which will be presented at the Mobile World Congress 2013 in Barcelona, in buildings or lamp posts and connect them to each other in order to link smaller mobile radio cells to their network.
SOURCE: INITIATOR:
http://www.fastbacknetworks.com Fastback Networks, USA
TECHNOLOGY
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COMMUNICATION TECHNOLOGIES
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VACCINES LIKE TATTOOS BENEATH THE SKIN Massachusetts Institute of Technology (MIT) has developed a way to simply introduce DNA vaccines into human cells. Needles twice the width and six times longer than a human hair are coated with vaccine as well as other chemicals which promote the absorption of the agent through the cells. Worn as a plaster, the needles feel no pricklier than a cat's tongue, due to the fact that they only penetrate the upper layer of skin. The duration and size of doses can be individually determined.
SOURCE: INITIATOR:
http://www.technewsdaily.com Massachusetts Institute of Technology (MIT), USA
TECHNOLOGY
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MEDICAL SCIENCE
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LIFESTYLE
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LIFESTYLE
DIGITAL LIFE 95 Sensor tracks condition of packages
Pen vibrates in response to mistakes
Glasses prevent facial recognition
Light at home flashes when goals are scored
Ordering pizza and paying with Bitcoins
MODERN LIFE 100 3D printing at public library
Smartphone app as board game
Drinks to be inhaled
Biodegradable sports products
Car buyers build their own engines
HEALTHY LIFE 105 Armchair fitness training
Stress sensor worn on the wrist
A fun way for kids to clean their teeth
The portable metabolism tracker
Vaccine against alcohol consumption
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SENSOR TRACKS CONDITION OF PACKAGES UK product developers at Cambridge Consultants have developed a cost-efficient sensor system called "DropTag" in combination with a mobile app that can be used to detect whether or not a package has been damaged during shipment. The sensor can be integrated in all stages of the logistics chain: it is fitted to the parcel, communicates via Bluetooth with the smartphone and sends real-time information on the condition of the package. A graph on the smartphone informs users if their package has been shaken or even dropped during the delivery process.
SOURCE: INITIATOR:
http://www.cambridgeconsultants.com Cambridge Consultants Ltd. & Cambridge Consultants Inc., UK
LIFESTYLE
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DIGITAL LIFE
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3D PRINTING AT PUBLIC LIBRARY The City of Cologne is offering a 3D printer for public use at its central library. Visitors to the library can now print out objects that are made of an industrially compostable plastic and based on models created on and uploaded to the website www.thingiverse.com. People can simply bring their raw files with them on a USB stick. The 3D printer can be used by everyone, but only during specific times. A 3D printout at the library costs €5 and an extra 10 cents per gram of raw material is added.
SOURCE: INITIATOR:
http://www.koeln.de Stadt Köln, Germany
LIFESTYLE
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MODERN LIFE
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ARMCHAIR FITNESS TRAINING Scientists at the Fraunhofer Institute for Integrated Circuits in Germany have developed a TV armchair that not only captures vital data on users and displays it on the screen, but also enables people to exercise on it. A wide range of measuring tools are integrated into the so-called "GEWOS" chair to record body weight, heart rate and blood pressure, and then send the data via Bluetooth or Wi-Fi to a tablet PC or television. If the results do not match the user's objectives, they are shown a series of exercises on the TV screen that they can carry out in the chair.
SOURCE: INITIATOR:
http://www.fraunhofer.de Fraunhofer Institut für Integrierte Schaltungen (IIS), Germany
LIFESTYLE
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HEALTHY LIFE
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NEWS & DATES
NEWS & DATES MARCH 2013
10 micro-trends about a single topic ONE PHENOMENON – COMPACT INSPIRATION – RIGHT UP TO DATE
Your company is interested in a phenomenon, but you don’t yet have the dynamic arguments in the form of concrete innovations that you need to seize hold of this phenomenon? Our Mini Trend Reports are customised to individual topics and show you the current stage of development in the form of global micro-trends. The Report will guarantee you a structured insight into the very latest innovations. Our Mini Trend Reports contain:
An introduction to the topic
10 global micro-trends from the real world Interactive links to the Trendexplorer
Your contact person for the Mini Trend Report: Peter von Aspern
ECOnvenience Ecological and sustainable values
App Economy Digital tools for everyday life
Do it yourself The market for doing things yourself is growing
Let us know what topic you would be interested in for a potential Mini Trend Report. We will then send you a customised offer.
By clicking on Special Trend Reports on our website, you will find a list of Mini Trend Reports that you can access, including:
NEWS & DATES
NEWS & DATES MARCH 2013
In small groups, you will use playing cards to combine trends with each other and turn them into new ideas – this is the basic concept behind the Radical Game Workshop. We have developed this format for your benefit and moved away from the purely analog workshop and in to the digital space! This has been made possible by our partner DEON. DEON develops innovative technologies for “digital collaboration”. Their product JOIN can be perfectly combined with the Radical Game because JOIN offers a large-format, multi-user-capable display area that makes it possible to hold workshops beyond the limits of physical rooms. Using mobile devices within teams allows a wide range of interactivity possibilities.
At the moment, it’s only possible to book the specially equipped room in Berlin. The digital alternative to flip charts and whiteboards!
Our website contains more details on methods and a possible agenda.
Check out how this works in a video on our Youtube channel www.youtube.com/trendonegermany
Your contact person for the Radical Game Workshop: Franziska Palmberger
Creative thinking outside the box with professional guidance RADICAL GAME WORKSHOP IN DIGITAL FORMAT
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