TECH REPORT2014 - 2015

2014 Tech Updated

CASE STUDY• Publicis Groupe love to create a little fun around

Maurice Lèvy at this time of year, and for their 2014 Agency Xmas Card, they’ve turned his office into a virtual skill-tester claw machine, where you’re job is to help extract as many presents as possible, in partnership with the MAKE-A-WISH foundation, that Publicis will donate all of your efforts towards

• http://www.digitalbuzzblog.com/publicis-groupe-agency-xmas-card/

CONTROL WEBSITE WITH MOBILE ACTION

The beginning is the Chrome Experiment which is deployed by Google Japan. They turn the Desktop Website into a 3D Game which is controlled with smartphone

http://techcrunch.com/2013/03/21/new-chrome-experiment-turns-any-desktop-website-into-a-3d-game-you-control-with-your-phone/

After this case, a lot of ideas coming out applied into advertising

http://unahistoriaquedalavuelta.com/en/

http://experience.omnisense.net/?lang=en

2014 Tech Updated

CASE STUDY• Anmum – Collect Hashtag #90ngayhanhphuc

http://vnanmum.com/90-ngay-hanh-phuc/thu-vien.html

• TRESemmé Vietnam – Collect Hashtag #tresemme, #tocdepchuansalonhttps://www.facebook.com/TRESemmeVietnam/app_1383886351915238

CRAWLER ROBOTIC

Facebook is the most social network community in Vietnam, but they limited for search and collect HASHTAG by their API

The Crawler Robotic will help to do that.

End Consumer will post the content with HASHTAG in public privacy.

The Crawler Robotic will auto collect and pull into the CMS

Delay time around 1 – 2hours

2014 Tech Updated

• Smart Watch, Smart Glasses, VR Glass, Smart Wristband, Smart Head Band…

WEARABLE

Wearable is the trends of end of 2014 and will open a new playground in 2015.

The main idea is make the smart device can interact with the virtual world and the real word.

DDB Social ©

2014 Tech Updated

CASE STUDY• KINGFISHER: THE OCULUS RIFT BEER COASTER. India’s biggest beer,

Kingfisher, created the “Beer Coaster” on Oculus Rift where they took fans on the ride of their lives to score a free beer for those whose pulses raced the fastest, with the beer emerging automatically from the Good Times Dispenser during the installation. As brands and agencies around the world experiment with Oculus Rift for marketing and advertising in 2015, we’ll be following the experiences they create and posting them here. I think there will be a divide between game-focused experiences and interactive film experiences for Oculus, and can’t wait to see whatsgoing to come out! Looking years ahead when the Oculus is a standard accessory like say, headphones, its going to be a rich playground! https://www.youtube.com/watch?v=Ov6I9ckBiZc

SMART GLASS (VR)

VR – Virtual Reality Glass, the big idea come from Google Glass, but they don’t make the big move in technic innovation.

Oculus Rift make the wow thing in gaming and advertising also. Therefore many VR glass was born, the most impressive is Dive glass – which is combine the VR from Oculus and the mobility (integrated with smartphone)

Google Cardboard Oculus Rift Durovis Dive

2014 Tech Updated

TECH REVIEW• SENSATION ASIA TOUR – Led, sound sensor, RFID included Sensation is an

indoor electronic dance music event that started in the Netherlands. Organized by ID&T, Heineken came on board as a co-producer for the 2013-2014 Wicked Wonderland tour, a sensual journey of exploration through a place full of secrets and surprises. Everyone was invited to open a white door, go beyond it, and spend a few hours experiencing and enjoying this other world. A surprising green effect - One of the surprises of this mysterious event was in the LED wristbands worn by each of the clubbers. After the beat dropped and the room went dark, every LED bracelet suddenly glowed in Heineken’s iconic green, bursting with light in time with each beat in the music. People shouted and danced as the energy peaked. For Heineken, this was an inventive way to engage customers. The Sensation Heineken Moment provided for an immersive and intense live experience. Attendees then took their branded wristbands home as totems: a lasting memory of this incredible live event, and a strong way to build an association between a brand and its fans! http://vimeo.com/93415819#at=23

SMART WRISTBAND

2014 is the Wearable Year, a lot of smart wristband was born, they have many features, most of them support for:

- Industrial

- Military

- Fitness

- Infotainment

- Entertainment

- Healthcare

2014 Tech Updated

TECH REVIEW

• Muse: the brain sensing headband.

• Muse detects your brain signals during guided focused attention exercise.

• It provides valuable feedback that you can use to train your brain today and over time

SMART HEADBAND

The big innovation in smart wearable in 2014 is Smart Headband, It’s really make the BUM in technology. With the Smart Headband we can record the dream, control anything with your mind…

2014 Tech Updated

LOCATION IDENTIFY

Location identify is grow fast in last year (2014), nowadays there more and more device provide the location specify. The most popular are:

- GPS : the accuracy in meter (most is included in smartphone or tablet)

- iBeacon: the accuracy in centimeter (require the receiver have Bluetooth 4.0)

- Wifi: is the average solution for GPS and iBeacon ( the cheaper solution than iBeacon)

2014 Tech Updated

CASE STUDY• COCA COLA VILLAGE - RFID: Incredible

case study of a Facebook campaign in Israel, The Coca Cola village is one of the biggest summer event for children in Israel. The Coca Cola village decided to use Facebook to promote this summer camp. In This video you are going to discover a real creative use of Facebook and how they put the virtual world of Facebook with the real world https://www.youtube.com/watch?v=SSZ9v8oUaRY

• HAPPY TABLE MCDONALD NFC: This McDonald’s NFC Concept Table is the first of its kind, launched in Yishun, Singapore, for testing, before an extended rollout throughout Asia, targeting families with NFC enabled smartphones to create unique interactive worlds for kids to play with in store. The McDonald’s ‘Happy Table’ features a number of NFC tags underneath the table, forming the track for kids to drive their NFC enabled smartphones around. Each tag unlocks the next part of the game, challenging kids to mini games, animated stories and more as they drive their own virtual car around McDonald Land… I’m expecting experiences like this to take off in 2014 https://www.youtube.com/watch?v=c6ATOgEcR1U

CHECK-IN, IDENTIFY THINGS

There’re many ways to check-in and identify. The famous way to combine checking, identify on-ground and the social network online is Radio Signal:

- RFID: support near and long range detection,

- NFC: Near range detection, is integrated with smartphone or table (handheld devices)

2014 Tech Updated

RFID VS. NFC: WHAT’S THE DIFFERENCE?

Ref: http://blog.atlasrfidstore.com/rfid-vs-nfc

2014 Tech Updated

CASE STUDY• Mobile AR - Tình Chocopie: Cheil and Chocopie had

requested to produce the recent new technology on mobile and computer, Augmented Reality (AR) for their 12 different 3D animated stories of love, friendship and family to be found on product packaging. A series of video to guild users and the AR application must be compatible for iOS, Android and PC versions and sharable to facebook and email. The challenge was on mainly how to develop an AR application to host 12 3D stories that users can easily download at anytime and anywhere through all network either one by one or all stories at choices. Also, the AR reader must be built where viewers can rotate stickers or phones / computer 360 degrees to view of the 3D object smoothly and share on social network at finger touch in video conversion format. https://www.youtube.com/watch?v=z8a6ZCsvL5A

• On- ground AR activation - On August 28, 2013, the visitors were from Rotterdam Central witness a special event ... An Augmented Reality show in the station! National Geographic Netherlands-Belgium makes this possible collaboration ProRail and NS to celebrate the 125th anniversary of the National Geographic Society. https://www.youtube.com/watch?v=5QDB7CDD5aA

AUGMENTED REALITY (AR)

The basic mechanism is scan something (target) and then appear the wow visual.

There’re 3 kinds of AR (based on device):

- AR on mobile/ tablet: could be single target or multi targets, cloud or internal display visual. Can integrated with GPS, and other mobile sensors.

- AR on activation (on-ground): could be integrated with Kinect (human movement detection), and other sensors, external devices.

- AR on web base: similar with AR on mobile, but the performance not good than mobile (limited by web performance)

http://www.echogroup.vn/project/tinh_chocopie.html

2014 Tech Updated

CASE STUDY• Interactive Table – Tiger bus travel (2012 – 2014)

https://www.youtube.com/watch?v=ohQ2aGDV7os

INTERACTIVE PROJECTION

There’re many kind of interactive projection solutions, base on the idea and the place to setting up to choose the suitable solutions.

- Touch Frame

- Touch Firm

- Interactive Table

- Interactive Wall

- Interactive Floor

- Interactive Pannel

- Hologram

- Other sensors

2014 Tech Updated

CASE STUDY• INTERACTIVE PANEL - APOLOSOPHY - BLOWING IN THE WIND

https://www.youtube.com/watch?v=tuRWYddbeEg

• This fun digital subway ad in Sweden for hair-care products was rigged up to recognize when trains entered the station—and then showed a woman's hair blowing all around, as though windswept by the train. It's a simple, delightful effect—playful, responsive and seemingly magical in the way it erases the line between ad and environment.

INTERACTIVE PROJECTION

There’re many kind of interactive projection solutions, base on the idea and the place to setting up to choose the suitable solutions.

- Touch Frame

- Touch Firm

- Interactive Table

- Interactive Wall

- Interactive Floor

- Interactive Panel

- Hologram

- Other sensors

http://www.adweek.com/adfreak/wonderful-subway-ad-shows-womans-hair-blowing-around-just-train-arrives-155986

2014 Tech Updated

CASE STUDY• INTERACTIVE DISPLAY - PEPSI MAX: AUGMENTED REALITY

BUS SHELTER AD https://www.youtube.com/watch?v=tuRWYddbeEg

• Pepsi takes on London with this new branded experience on New Oxford Street, where they’ve taken a busy bus stop and fitted it out to make it a seamless augmented reality experience for the people who happen to stop by!

• From meteorites and aliens to lions and balloons, this ‘Unbelievable’ Bus Shelter Installation from Pepsi is a little bit of branded fun. Unfortunately the scenarios are just a little too fake perhaps?

INTERACTIVE PROJECTION

There’re many kind of interactive projection solutions, base on the idea and the place to setting up to choose the suitable solutions.

- Touch Frame

- Touch Film

- Interactive Table

- Interactive Wall

- Interactive Floor

- Interactive Panel

- Hologram

- Other sensors

http://www.digitalbuzzblog.com/pepsi-max-augmented-reality-bus-shelter-ad-installation/

2014 Tech Updated

CASE STUDY• INTERACTIVE HOLO FILM - PEPSI MAX: 3D PROJECTION TIME

TUNNEL PORTAL https://www.youtube.com/watch?v=ovbyCRzUD1s

• In the cold and gloomy tunnels of London Bridge, Pepsi Max gave unsuspecting commuters an augmented reality, stereo projection experience to reveal a giant portal to prehistoric dinosaurs and futuristic cyborgs as part of the latest installment from the Pepsi Max’s Unbelievable campaign.

• A thin gauze stretched across the entire tunnel for projections to activate onto as commuters walked into the tunnel, crating the portals that looked as if they’d come out of no-where. I kind of wish the 3D visuals were more realistic given how ‘real’ this could have felt. Great installation. Created by the guys at AMV BBDO and GrandVisual.

INTERACTIVE PROJECTION

There’re many kind of interactive projection solutions, base on the idea and the place to setting up to choose the suitable solutions.

- Touch Frame

- Touch Film

- Interactive Table

- Interactive Wall

- Interactive Floor

- Interactive Panel

- Hologram

- Other sensors

http://www.digitalbuzzblog.com/pepsi-max-the-time-tunnel-portal-experience/

TRENDS IN 2015

• http://www.slideshare.net/NextGenerationMedia/10-trends-for-2015?qid=0100f6d9-94a1-4e03-802e-24b97f9adddf&v=qf1&b=&from_search=2

10 TRENDS IN 2015

Dan Calladine

Head of Media Futures at Aegis Media

TRENDS IN 2015

• http://www.slideshare.net/soapcreative/digital-advertising-social-marketing-and-tech-trends-predictions-in-2015

DIGITAL ADVERTISING SOCIAL MARKETING AND TECH TRENDS PREDICTIONS IN 2015