LHBS Snapshot July 2015

INSPIRATION SNAPSHOT
JULY 2015

ABOUT
LHBS.
We are an unconventional strategy ﬁrm that helps clients better
understand today and successfully shape tomorrow. LHBS has
extensive experience & expertise in business development, brand
building and customer experience. The ﬁrm works across all major
industries for clients from the FT Global 500, German Mittelstand
and fast growing startups.
Ž

http://www.lhbs.com

This presentation includes some of the most interesting insights and
inspiration from three following areas: business development, brand
building & customer experience.
All signs come straight out of our Inspiration-Hub, a digital platform
that tracks changes in people, markets and technology to bring
customized insights and inspiration to your organization.
LHBS Snapshot

Whisper Hopes to Partner with Brands for Advertising

The secret-sharing app is hoping to partner with brands to advertise on its anonymous platform.
The app has run 10 campaigns with brands including Fox, MTV, FX and Sundance, offering a differentiated native experience that has value for advertisers yet isn’t
disruptive for users. The app currently offers two ad products. One is a branded background option that works by selling brands keywords so when users use them in
posts, they’re given with the option to overlay their message over a branded background. The other offering is sponsored Whispers that allow brands to engage with
users through asking questions in their feeds. For instance, this product was used by MTV's “Virgin Territory” when it asked viewers to go on Whisper to share
stories. The show then used those Whispers as part of on-screen ads. Brands are hoping to capture the attention of the 10 million monthly active users, a majority of
which are between 16 and 28 years old, and 60 percent female.
*
Source:
Digiday

Birchbox Appeals to Men with VR

The beauty subscription service is targeting its customers of Birchbox Man by sending out a cardboard VR viewer in their monthly box to watch
four branded VR video clips.
The move marks Birchbox's ﬁrst experimentation using such a technology, which could be integrated into its monthly mailings if the brand is able to consistently
deliver content. Working with the VR company River, Birchbox is offering a clip of surﬁng inside a wave, and another gives subscribers a virtual helicopter tour of
mountains and a body of water. Instructions in the box prompt subscribers to download an iPhone or Android app to watch the clips, and the giveaway guarantees
that its subscribers will be able to watch VR content in the future.
*
Source:
Birchbox
Man
Delivers
Custom
Virtual
Reality
Experience

Economist Turns to Short Form Video

The Economist is making short form videos the next editorial extension, by turning brand-funded mini-documentaries into revenue.
These mini-documentaries hope to turn an existential crisis that many print brands are facing in this digital climate. Two series have been announced in detail so far,
including "Future Works" which explores the jobs of the future being done today, and "Global Compass," which exploress countries and people pioneering
alternative approaches to persistent social problems. With 22 short free-to-air ﬁlms in the works, the publisher is also considering expanding their partnerships with
brands for long-form content, potentially through digital partners' distribution channels, video-on-demand, and subscription.
*
Source:
Economist
Films

GoPro Now Pays Creators for Their GoPro Footage

GoPro Licensing will offer new, popular content to creative agencies and TV and ﬁlm studios that will reward creators who use the action-camera,
with prices starting at $1,000.
The portal will initially feature over 600 videos from amateur and professional videographers who have signed licensing agreements with GoPro. Prices for clips will
vary depending on their nature of commercial use and distribution, as with other stock content services. The service also offers batch downloads, at-a-glance video
previews, lightboxes for collecting and sharing clips, as well as other features to make it easy for creative teams to locate footage for their next project.
*
Source:
GoPro
Licensing

Ryanair's New Website Hopes to Squeeze Out Third Party Booking

The budget airline wants to work with other major airlines to add price comparison features to their websites, which would essentially make such
third party websites less relevant.
The announcement conﬁrms that the airline is still on track to launch its previously announced personalized web site this October, and adds the offer to the other
major European airlines to join Ryanair in being more transparent about price comparison on their websites. Ryanair CEO Michael O'Leary claims that airlines
should be working together, as it "makes no sense to have third party price comparison sites out there." O'Leary would like instead to develop, along with other
airlines, "a competitive and competent digital offering" that would effectively lead to the extinction of such third-party sites.
*
Source:
The
Guardian

Lululemon Hopes to Crack the Men's Market with Craft Beer

The Vancouver-based yoga brand has partnered with Stanley Park Brewing to produce a limited-edition "Curiosity Lager."
Lululemon's slogan for the launch highlights the craft beer craze and its similarities to another recent trend which the yoga brand helped pioneer, the yoga pant:
"Beer, its the new yoga pant." The beer is brewed with chinook and lemon drop hops, is the ofﬁcial beer of Seawheeze, a half-marathon and yoga weekend in
Vancouver, which Lululemon calls "the most fun half-marathon in the world." The limited-edition beer follows Lululemon's "scarcity" model of merchandising.
Stanley Park Brewing will also beneﬁt by expanding their brand outside of the typical beer drinker market. Stanley Park director of marketing Doug Devlin told
Canada's CBC News, "Just because you're a yogi, doesn't mean you won't have an occasion for beer, and we're certainly interested in talking to that crowd."
*
Source:
CBC
News

Watching Netflix with Distant Friends and Family

Showgoers allows people to watch movies together over distance by having Netflix players sync automatically.
It's as easy as starting a movie on Netflix, clicking the Showgoers button, and sharing the Showgoers invite link with others. When they open the invite URL in their
browser, they automatically start sync-watching the same movie on Netflix. Seeking through the movie also syncs with the other viewer. The service is especially
great for long-distance relationships for its capacity to create shared, intimate experiences despite geographical distance. If combined with a simultaneous video
chat, it's almost as good as being in the same room.
*
Source:
Showgoers
(Product
Hunt)

Emoji, The Movie

With the director of Lilo & Stich 2, Sony Pictures Animation is now developing an animated movie using emoji as the main characters.
To be directed by Anthony Leonidis, who just wrapped up his ﬁrst feature-length ﬁlm with DreamWorks Animation’s B.O.O.: Bureau Of Otherworldly Operations.
Sony will have to act fast, as emoji are not constrained by any intellectual property rights. Until more details emerge in the near future, we are left to wonder what
would an emoji movie look like? ¯_(ツ)_/¯
*
Source:
The
Guardian

SABMiller Moves into Craft Beer

The drinks giant SABMiller– maker of popular lagers– has now purchased the Meantime Brewing Company, a UK craft beer brewery.
The acquisition is part of a wider overhaul to SABMiller’s holdings to better target the female demographic of beer drinkers. The purchase comes after a year where
sales at Meantime grew by 58 percent– much higher than the UK beer market's one percent growth over the same period, showing the sudden demand for craft
beer.
*
Source:
The
Drum

Virgin Media Offers Free WiFi

Customers of Virgin Media now have access to thousands of free WiFi hotspots around the UK through their WiFi Buddy app.
Virgin Media's suite of mobile apps have long offered many useful functions, such as making landline calls and watching TV on your smartphone– but perhaps this
new free Wi-Fi offering is one of the most impressive mobile services. Wi-Fi Buddy offers access to over 22,000 The Cloud hotspots in venues such as Marks &
Spencer, Wetherspoon, WH Smith, Pret A Manger, Greggs, and other popular retail locations.
*
Source:
Virgin
Media

Thread Screen Spins Artwork Out of Customer’s Instagrams

The clothing retailer has developed a massive screen out of 6,400 spools of thread that creates a digital screen-like effect to display specially
tagged Instagram pictures in real-time.
The screen's threads rotate around, conveyor belt style, in order to create pictures from 36 different colors. The screen, which is made up of 200,000 parts and
weighs an imperial ton, is run by sophisticated software which not only arranges the threads to replicate photos, but also match colors with a limited palate. When
the screen has mimicked the Instagram post, the thread screen is photographed and sent back to the user via a dedicated website. The engineering challenges are
considerable, but this fabric tableau is a signiﬁcant investment into driving brand awareness over social media.
*
Source:
F21
Thread
Screen

Concierge of Love

Tiffany & Co. has created props using pastel paper that they animated into a series of visuals and videos.
The campaign was designed by The Makerie Studio, and the videos show people writing in to the Concierge in order to ask for advice about their relationships. The
concierge then gives practical advice which happen to feature speciﬁc Tiffany & Co. products, such as the celebration rings and keys.
*
Source:
Tiﬀany
&
Co.
(Vimeo)

VisitBritain's 360-degree Virtual Tours

Part of the UK government’s GREAT campaign, VisitBritain hopes to attract visitors to the UK by allowing them to virtually experience some of the
country’s attractions from wherever they are in the world.
Virtual tourists can walk around Shakespeare's wife Anne Hathaway's bedroom while a harpsichord plays in the background, or explore Dorset's Durdle Door or
check out the Salisbury Cathedral as its bells ring in the background. Other explorable attractions include Cardiff Castle, Warwick Castle, Portmeirion and
Chatsworth House.
*
Source:
VisitBritain
Blog

Clinique Targets Millennials

A new campaign by the beauty and cosmetics manufacturer targets the much-desired age group with a combination of aesthetics and content.
Face Forward profiles three influencers in the fields of fashion, blogging, and music: Tavi Gevinson, Margaret Zhang, and Hannah Bronfman, respectively. The
campaign designed with a millennial audience in mind, from incorporating emoji to writing the ethos of the millennial influencers onto the products selling points.
Indeed, Clinique approached the influencers saying: "This campaign is all about what you do—you as a creative, your skill set, and what you do to progress and work
toward the future." It is complimented by a content platform and social media activity under the hashtag #faceforward.
*
Source:
Cinique:
Face
Forward

Charitable Currency

UNICEF and H&M have teamed up to launch "Unicoin," a currency designed for children to support children in other countries access education
from a young age.
The currency rewards children who upload drawings of what they want to be when they grow up to the campaign site with a virtual Unicoin. With every Unicoin
earned, the H&M Conscious Foundation will match each earned Unicoin with a notebook and a pencil to be distributed by UNICEF along with other educational
materials to children in developing countries. The campaign is part of a larger charitable partnership which began in 2014, when the H&M Conscious Foundation
donated almost $10 million to UNICEF.
*
Source:
Unicoins.org

KFC's Memories Bucket Doesn't Just Make Chicken Shareable

The KFC bucket pairs with your phone and prints out pictures.
The idea for the ad came out of the idea that people share memories one meal at a time. As many family and friend memories have been celebrated around a bucket
of KFC, it made sense that they should be captured some way. Multiple prototypes were made for the Bucket Science video, and some day they might be available to
the public, prioritizing the most passionate fans.
*
Source:
KFC
Canada
(YouTube)

Vodafone Gives Away Special Umbrellas to Help in Self-defense

As part of a campaign for Vodaphone India's M-Pesa, a mobile money transfer and microﬁnancing service, the new program gives out umbrellas
that aid self-defense.
The campaign revolves around giving women special umbrellas that feature pictograms of self-defense techniques they can perform using the umbrella, in case they
are attacked. The campaign is intended to address the fact that many men from rural villages in India move to big cities to ﬁnd jobs, which causes them to worry
about the safety of their wives and families back home.
*
Source:
Vodaphone
India
(YouTube)

New Campaign Celebrates People's Generosity

A collaboration between JetBlue and Coca-Cola aims to warm people's hearts by sharing a little bit of humanity.
Taking place in New York's Penn Station, a Coca-Cola vending machine was set up in the middle of the terminal. Each of the 150 sales from the machine came with an
extra bottle of Coke. When the second bottle appeared, the Share a Coke with Anybody motto ﬂashed on the vending machine's LCD screen. Hidden cameras
recorded the buyerÄs reaction as well as the other people who received the free bottle. With approximately 70 percent of buyers sharing their extra bottle, JetBlue
celebrated these generous individuals by giving out round trip tickets to those who did the good deed, proving the motto "Good things come to those who share."
*
Source:
JetBlue
(Facebook)

Johnnie Walker Targets Whisky Novices in the Bar

The whisky brand's new interactive website and tablet app aims to make bars the new hotspot for tech-based marketing initiatives.
The technology allows bartenders to better explain, with the help of an an iPad, the Scotch whisky's ingredients and heritage to customers– just as they are about to
taste it. For example, people learn about Johnnie Walker Blue Label's ﬁve ﬂavors (wood, malt, fruit, spice and peat) by clicking through a several scenes on the tablet
app. The brand is rolling out the experience internationally, with events that add to the brand immersion through projections and LED walls and other experiential
features.
*
Source:
Vimeo

Telekom Lets Artists Paint Exchange Boxes to Reflect Communities

The German telco let artists embellish many of their dull grey phone exchange boxes, transforming them into artworks that are relevant for the
surrounding community.
While many street artists take it upon themselves to paint these boxes around the urban landscape, Telekom has gone in a legal and more artistically camouflaged art
direction, with many of the painted boxes very beautifully blending into the surroundings. They also made the bureaucratic process for this much easier by
implementing an email waiver system that they advertised by putting flyers on each box to be painted. Artists simply applied to the Telekom email address and
agreed to the terms and conditions digitally. The art, the conditions stated, must be only ethically, politically and religiously neutral and must not contain commercial
advertising. Dark colours were also avoided to reduce heat generation. The result is a colorful, creative way of decorating the mundane infrastructure of the telco
throughout the country.
*
Source:
Telekom
Blog

Spotify Safetify

Spotify has launched a new safety feature to lower music volume as users cross busy intersections.
After a study proved that of the 5,000 pedestrians who were killed in 2014, half of the victims were wearing headphones, Spotify realized that it could be
contributing to the danger of walking around cities with headphones on. In response, the music app installed iBeacon technology into the most dangerous
intersections which would communicate with the Spotify app to lower the volume as users walked off the sidewalk. When users walked back onto the sidewalk, the
music fades back up to the original volume.
*
Source:
SpoVfy
SafeVfy
(YouTube)

#TravelForReal

For their latest ad campaign, Loews Hotel and Resorts combed Instagram for candid, unsolicited images taken throughout the chain's locations by
its guests.
The result is a campaign of quiet, unpretentious moments that represent the real life guest experiences that Loews is highlighting in the campaign. The work is being
run in major magazines, as well as in airport displays and online banners. By focusing on the real-life images of actual guest experiences, the campaign puts guests
visits into an emotional and personal context, and celebrates the guests who loved the time they spent at Loews Hotels.
*
Source:
Loews
Hotels

Underwater Billboard

Nivea Sun's new outdoor campaign can be found on the sea floor of Snoopy Iceland, one of the most popular diving and snorkelling areas within the
United Arab Emirates.
Nivea used marine flora in order to produce the advertisement, which reminds snorkellers to keep their backs protected from the sun. The billboard is not only good
for people it is also good for the aquatic life, as it encourages snorkeller safety it also creates and artificial reef in marine animals can co-habitate.
*
Source:
Nivea
Sun

Uber Rewards its Users with On-Demand Ice Cream Deliveries

The ride-sharing app let its users order #UberIceCream to their home or ofﬁce for free.
The deal was available across all 58 countries where Uber operates. Users simply needed to open the Uber app, set their current location, and slide right to request
ice cream. Regional ice cream favorites were then delivered within minutes. The promotion, now in its fourth year running, is offered in a total of 252 cities around
the world, though the hours and pricing vary by city, and pricing is linked to several variables like brand partnerships, such as in the United States, Uber is offering a
free ice cream to Capital One cardholders.
*
Source:
Uber
Newsroom

McDonalds Welcomes Cyclists with New Packaging Design

McDonald’s has launched a new takeaway pack called "McBike" for cyclists.
The new design lets riders conveniently hang their burger, drink, and fries on the bicycle’s handlebars. First launched in bike-friendly Copenhagen and Medellin,
Colombia, the fast food company aims to roll this idea out in other locations, with Amsterdam and Tokyo coming soon.

*
Source:
Ads
of
the
World

A Luxurious Dinner... At McDonald's

McDonalds Japan is launching a "special pop-up eatery" in Tokyo, called Restaurant M.
The pop-up is part of a campaign to boost the fast food chain's image for Japanese consumers. The restaurant is inviting 200 lucky winners to eat from the brand's
summer range of "Fresh Mac" (the Bacon Lettuce Burger, Chicken Fillet Burger and Fillet-O-Fish). The table presentation will go beyond the normal paper wrapping
and plastic fork, with silverware, ceramics and glass. Highlights on the menu will include a “fresh” Mac burger, a gelée made from fresh vegetables, a French fry
vichyssoise, and a berry-topped Oreo McFlurry served in a glass dessert bowl.
*
Source:
Daily
Mail

Smart Palm

Dubai's Smart Palm have created Wi-Fi connected palm tree to provide shade from the intense sun as well as secure internet access.
Visitors and residents of Dubai will both have access to the more than 50 smart palms that have been distributed around the city. Each installation includes Wi-Fi,
CCTV cameras and emergency buttons for security purposes. The palms also include a multilingual touchscreen panel to provide information and services such as
public safety info, government notices, and advertisements. The palms also provide the convenience of a super-fast charging point.
*
Source:
Smart
Palm

Ferrari AR Showroom

Ferrari's Australasia dealerships are now offering an augmented reality application that allows potential customers to immediately customize the
sports cars.
Customers will be able to see the car in different colors, with certain extras like rims and other options. They will also be able to see more detailed information about
the components of each car. The system simply relies on the salesperson using a tablet that has the AR app installed on– using the tablets camera to scan the model
of the car and load the augmented variations. The app currently functions with ﬁve different models, and consumers are able to save their customized car and email
the video to friends and family.
*
Source:
Ferrari
Augmented
Reality
Showroom
(YouTube)

App Lets Women Shop Together

Net-a-Porter has developed an app, Net Set, to allow women to shop on a digital platform with their friends.
Net Set has all the elements of social media built-in, allowing users to build a proﬁle and connect with their friends, yet it is focused on the issues of fashion and
shopping. The social shopping platform is highly visual in nature– much like Pinterest or Instagram– and lets users connect and shop both the Net-a-Porter catalog
as well as upload items from other stores to their feed. Users are given the chance to forge a relationship with those who have similar shopping taste, and can even
follow their favorite designers and brands, forming micro-communities of shoppable discussions.
*
Source:
Net
Set

Shopping By Text

Nordstrom has launched a new tool which allows its customers to shop by SMS.
Text Style, the new messaging service that gives customers the ability to send in their purchase wishes via text message. The products are ﬁrst sent to the consumer
via a favorite salesperson or a personal shopper. When a customer wants a product, they must simply make the purchase by replying “buy” and entering a unique
code, with the transaction being completed using a shopper’s account at nordstrom.com.
*
Source:
Fortune

ABOUT
INSPIRATION-
HUB
The LHBS Inspiration-Hub systematically tracks changes in culture,
markets and technology.
It is a digital platform that brings customized insights and inspiration
to the heart of your organisation.
Ž

http://www.inspiration-hub.com

•  How your organization can track relevant business and innovation
opportunities?
•  How other industries and companies affect your customer needs?
•  How insights & inspiration be can easily accessed and shared within your
organization to fuel innovation?
Feel free to visit inspiration-hub.com or get in touch with Fabiola
Lewandowska at ﬂ@lhbs.com.
If you would like to learn more about:

THANK YOU!
Impressum:
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung,
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany

LHBS Snapshot July 2015

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LHBS Snapshot July 2015