October Round Up

01 November 2017

Industry Insights

Welcome to our October round up where we will take a quick look at some cool things in marketing – from experiential marketing to the future of billboard advertising.

Hunter brings a piece of Scotland to New York

Autumn 2017 saw Hunter take over New York’s Grand Central Terminal with a unique immersive pop-up installation. Open for four days, from Sunday October 22, and designed to celebrate Hunter’s heritage as a Scottish brand, the experiential installation recreated the serene misty landscape of the Scottish Highlands within one of Manhattan’s most frenetic terminals.

Displayed within the first wet weather installation to be seen at Grand Central Terminal, and surrounded by the sound and feel of the Scottish Highlands, Hunter’s Original Core Concept is a collection of their bestselling weatherproof icons in a kaleidoscopic colour palette.

Fast Fashion - Data driven design by Adidas

Still on stand-out experiential marketing, this October saw Adidas quite literally leap two-footed into fast fashion. Like something more fitting to Star Trek they launched AM4LDN, Made for London. The event launched the SPEEDFACTORY, an innovative, hyper-flexible shoe factory that combines quality craftsmanship and cutting-edge technology.

SPEEDFACTORY is a revolutionary new concept based on data-driven design and production. The state-of-the-art manufacturing process allows for a highly-customised design experience and a manufacturing process which can bring a design from idea to finished product in just four hours!

The SPEEDFACTORY’s ever changing range of design options gives an end result of a constantly evolving product that can adapt to any type of running environment, from training in the gym to on the streets. The core of project is the impressive amount of data that is captured from local runners and has inspired the designs debuting at the launch. The vision for the concept is that AM4 will be constantly evolving, with each athlete’s data used to shape future designs.

At the event itself, attendees will be immersed in data visualisations and tooling around with devices in the “running lab,” including impressive motion-tracking platforms. This data is then fed into the campaign site where users can view the attendees’ results.

This immersive experience also continues online with a beautiful, engaging campaign site which communicates the SPEEDFACTORY concepts along with promoting the technical features of product themselves. This experience is implemented through stunning WebGL and parallax execution something we’ve come to expect from Adidas.

Future of Billboard advertising

Moving onto more traditional advertising however staying within the world of science-fiction. This month saw the future trend for Billboard advertising in London. Straight out of the motion picture the Minority Report, where we see a depiction of the near future starring Tom Cruise where adverts can detect your presence and tailor the messages or products to your individual interests, needs and wants. It seemed like a mere fantasy when the film was released in 2002 however due to our ever-increasing data-driven world and the fact we carry miniature data storage devices around with a frightening amount of personal data on it has made this form of futuristic advertising a reality. Now targeted advertising is nothing new and marketers have been trying it for years however these highly targeted dynamic adverts seem to be getting more and more sophisticated. Following on the back of similar installations in Tokyo and the US London has now joined the trend with a new big and flashy billboard in London’s Piccadilly Circus.

Reported to be the largest of its kind in Europe and featuring 11 million pixels the digital LED screen is 2,600 square feet in size and broken up into six adverts. The installation features a built-in camera that analyses approaching vehicles and determines their make, model and colour before displaying pre-programmed ads aimed at the person it presumes is behind a particular kind of wheel. The billboard will also be able to determine the gender, age group and even emotions of nearby pedestrians and deliver bespoke ad content.