Quantified Self - a classification

I have written an article classifying Quantified Self / Self-tracking.  Please go have a read at http://idiology.razorfish.com/archives/80

Harvey Nichols takes top spot on the 2011 advertising Christmas tree

'A Harvey Nichols Christmas 2011 - Ever faced the Walk ofShame?'

I won’t lay into the drab ads coming out of the retail sector this year, Charley Brooker does a better job than I could ever do on this subject.     

I will highlight this year’s saving grace that comes from Harvey Nichols.  It uses great insight to deliver an ad that cuts through the dross.  Considering the focus on social media from premium/luxury brands like Burberry, their extension through social is subtle.  Despite this, the subject is compelling enough to get some good viral traction in the next few days.

7/10 entertaining, possibly engaging

Pic = Stats after 1 dayfrom www.peoplebrowser.com (showing an interesting skew to male audience)

Honda matches audience expectations through real challenges.

http://www.experimentgame.com/

The trouble with gamifying advertising is that the challenge is often set to work to the lowest common denominator, this makes the challenge set is too easy for some audiences.  This innovative, interactive game from Honda is well positioned, delivering a compelling level of complexity for their audience whilst landing their message.  Bragging rights go to those who complete the game with the opportunity to build and share your own scenario.

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Facebook users average 3.74 degrees of separation

People share to friends and strangers across the Facebook network.

This does bring into question the value of social media on Facebook.  Whilst we may be all closely interlinked through Facebook, the similarities between people beyond their closest friends (location, work. Lifestyle, age, etc) change dramatically.  Mathematics aside, unless you have the global footprint of Coca-Cola, is there value in someone sharing your advertising to irrelevant audiences?  How brands code messaging to create different responses from different audiences should be a consideration.




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Tesco creates space through augmented reality in-store

Tesco use digital to give consumers choice whilst learningabout local needs.

Tesco have long been trialling innovative technologies in the retail experience.  With retail space at a premium but potential to cross-sell to customers, AR can be used to extend the experience whilst (to a degree) fulfilling consumers need to ‘touch’ products.  Whilst I don't think this particular execution will get past the trial stage, the approach will allow Tesco to enhance their understanding of how their customers behave across all relevant channels though different interfaces and locations.  This test and learn approach will help them create a more compelling experience for customers longer term.

Escapethemap: Promise to false start in 5:10 seconds

Drive meets Matrix meets Google Maps meets Wasted Opportunity  - http://www.escapethemap.com


This is the first instalment of a Mercedes new ad series. You have been asked to help Marie 'escape the map' through an interactive journey through a strange internet induced world.


It's great to see brands finally catching up with audiences by blending channels and rethinking how they engage but the execution is poor and left me underwhelmed.


5/10 for trying.




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Luxury: People want more friends, especially the wealthy.

A recent study by Future Foundation noted that those people from AB social grades are more likely to want more friends and fulfil their ambition than DE audiences:

“Those in the highest social grade have the highest aspiration for more friends (15%). They also have the highest demand to fulfill themselves (35%) and also have the strongest wish to have less fear (15%).”  Source: nVision Research ‘Aspirations’  Base: 1,000 face-to-face respondents aged 16+, GB, 2011

Ok, it stands to reason but I have been arguing with a number of people who say the luxury consumer rarely use mass social networks and are unlikely to share.   My guess would be that if the conversation or content is right and feels special / exclusive, they would be more likely than most to do so.

In the coming weeks I will be covering any social media research in the luxury/premium sector I find in the quest to see if I’m right and they are in fact receptive for engagement and sharing,.

Please feel free to contribute (for or against!)

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