We see over 3,000 brand messages a day, but how many do we actually pay attention to or even remember? Burdened with this information overload, our impatience is increasing with 50% of Brits saying they have become less willing to wait in the last 5 years. This impatience has given rise to ‘Generation Tinder’, where people prize ease, accessibility and value over loyalty. The question is, how do we get them to swipe right on our experience?

1. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

2. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• We now consume over 5 times the amount of information we did 20 years ago
• We see over 3000 brand messages a day, but how many do we remember?
• This information overload has increased our impatience – 50% of UK say they
have become less willing to wait in the last 5 years

3. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

4. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

5. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

6. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

7. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• One of the most successful activations
at last year’s SXSW festival
• Users tweeted their location to Mophie
and a St Bernard dog would arrive to
their location with a portable battery
charger
• Satisfied a real need state – low battery
at festivals

8. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Volvic’s Tough Mudder presence last
year gained massive cut through
• Participants gladly welcomed their
volcano style hot tub at the end of the
event
• It satisfied a genuine need state and
was contextually relevant
• Whilst both of these activations satisfied
a need state, their novelty also was a
driver of their success

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• Novelty and exclusivity were both
important factors for Cornetto’s
sampling campaign last year
• Uber users could simply log into the app
and request a cornetto to be delivered
to their location
• The stunt was massively oversubscribed
with the majority of people missing out
• It generated far more media coverage
than any regular sampling activity

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• Allowing the user to interact with the
experience using their own device
decreases barriers to participation
• Mc Donald’s OOH activation also worked
in this way, allowing users to participate
in a game of pong on an interactive
billboard using their devices
• This helped to create a smooth
experience that people could glide
through

11. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Oreo’s recent activation took the glide
premise quite literally
• By transforming staircases to slides,
Oreo injected the mundane commute
with wonder and fun
• The beauty of this campaign was in its
simplicity as it required very little effort
from the participant but still remained a
memorable experience

12. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.