http://monkeybulb.wordpress.com/2008/08/26/blow-up-polar-bear/

Cardboard big enough to make human template – James
Large Mirror – james

Jobs:

Edd & Sarah – hand render and scan in concept panel -
Ash & James – Graph and definition
Lyss & Nish – making poster, choosing clothing, modelling, etc.

http://adup.wordpress.com/2008/12/04/on-the-edge-of-subliminal/

http://www.eikongraphia.com/?p=2385
This is more commercial but it’s still pretty interesting!

“Service touch-points are the tangibles that make up the total experience of using a service. Touch-points can take many forms, from advertising to personal cards, web- mobile phone- and PC interfaces, bills, retail shops, call centres and customer representatives.”

- http://www.servicedesign.org/glossary/touch_points/

A noteworthy online resource came from investigating Service Design. ServiceDesign.org displays referenced definitions of Touch Points: -

• “The service encounter frequently is the service from the customer’s point of view”
  http://howardesign.com/exp/service/index.php?id=9
• http://designforservice.wordpress.com/2007/11/07/on-the-origin-of-touchpoints/ displays: 

  The earliest solid references to touchpoints used to describe the points of contact between a customer and a service can be found scattered throughout articles in trade publications.

  1999 – Best CRM practices require cultivation of touch points
  Advertising Age’s Business Marketing; Vol. 84, Issue 12

  Data come in from numerous paths or, as CRM practitioners call them, touch points. These touch points include the obvious channels in the integrated marketing mixture–advertising, direct marketing, public relations, interactive–but also include less-than-obvious channels to provide a complete picture of how customers interact with a brand.

  1998 – Wow customers with service to build positive PR
  Hotel & Motel Management; Vol. 213, Issue 8

  Racker was G.M. of the first TownePlace Suites in Newport News, Va., and now manages brand training for the six-property product. Since guests generally stay up to 21 days and contact with hotel employees is minimal during their stay, management established a focus on service touchpoints.

  1997 – Advanced Mail Equipment Pushes the Envelope
  Managing Office Technology; Vol. 42, Issue 9

  For many companies, mail has become the last “touch point” with customers. Mail provides an opportunity to communicate through targeted promotional materials strategically inserted with customer statements.

  1995 – The Morphing of Customer Service
  Management Review; Vol. 84, Issue 12

  Over and above the music, there were other drivers of patron satisfaction that included the encounters we have with patrons, all the communications-related activities, the parking, the whole experience from the customer’s point of view,” says Reynolds of the Dallas Symphony Orchestra’s interactions with customers. As a result, the Dallas Symphony Orchestra worked to improve the touch points, such as brochures and other correspondence

  1994 – Health Care Book of Lists (pg 77)

  CRM (customer relationship management) identifies contact points between customers and the company, and enables the organization to use each “touch point” to learn more about customer needs.

  1993 – Marketing for Keeps: Building Your Business by Retaining Your Customers (pg 154)

  Try Education as a Customer Touchpoint. Inviting customers to an educational forum of some sort offers a subtle opportunity to make contact.

Whilst this resource was found via a web log, the addition of referenced printed media, makes for a credible source.

http://www.fallon.co.uk/#/work.html

http://www.ipa.co.uk/Content/TouchPoints-Site-Home

http://www.accelerom.com/

Promotion Is Not Just Another Brick in the Wall

Pedestrians next to a wall will be able to manipulate a projected image, which demonstrates Adobe software.

By MARIA ASPAN

ADOBE software is a well-established tool for anyone working, or even dabbling, in computer-based design. But in order to market its new Creative Suite 3 software package — which includes well-known design software like Photoshop and Illustrator — Adobe has temporarily abandoned the computer screen in favor of a busy Manhattan street.

Adobe will unveil an interactive wall of projected animation this morning in Union Square, along the 14th Street side of the Virgin Megastore. As pedestrians walk past the wall, infrared sensors will lock on to the person closest to the wall, who will then be able to control a projected slider button at the bottom of the wall.

As the selected pedestrian continues walking and moves the slider along, the wall will start displaying colorful animation and playing music, effects that will grow or recede at the pace that the person advances or retreats. When each selected pedestrian reaches the end of the wall, his or her design will be in full blossom, above the campaign’s message: “Creative license: take as much as you want.”

The wall, which is 7 feet high and 15 feet wide, will be recreated in London in early August, at the Piccadilly Circus Virgin Megastore. Each will be there for a month.

The walls were conceived as part of an online marketing campaign that began last month after six months of development by Adobe and Goodby, Silverstein & Partners. The agency, which is part of the Omnicom Group, has worked with Adobe since 2001.

•

Adobe has already placed ads on the Web sites of publications like Wired, AdWeek and the e-mail newsletter Flavorpill to introduce the concept of the sliding bar that allows users to control how much — or how little — creativity they can unleash using Adobe products.

“The best way to experience this is through an interactive medium,” said Ann Lewnes, the senior vice president for corporate marketing and communications for Adobe. “You want to be able to engage your customers, and the campaign itself actually allows you to create your own engaging experience.”

The campaign is Adobe’s first major marketing effort under Ms. Lewnes, who joined the company in November after 20 years at Intel, where she oversaw the “Intel Inside” campaign. The amount spent on the “creative license” campaign was not disclosed, although Ms. Lewnes said that it was Adobe’s largest digital media effort.

Creative Suite 3, which has been released in stages over the last few months and constitutes Adobe’s largest product introduction, compiles stalwarts like Photoshop and Illustrator as well as programs that were inherited — like Dreamweaver and Flash — when Adobe purchased Macromedia.

While graphic designers, Web developers and other creative professionals rely heavily on these products, many Adobe users are amateurs who use Photoshop to spruce up their Facebook photos, or Premier Express to edit their YouTube videos.

“Social networking has spawned a lot of people creating personal content,” said Ms. Lewnes. “We’re pretty high on user-generated content.”

That sort of content is the primary element of the campaign, which had to convey both the professional sophistication and amateur ease of Adobe’s software.

“There was an interesting problem here; because we’re at the highest level of creativity, we aspire to the very best, but you want to bring new people into the creative world,” said Rich Silverstein, co-chairman of Goodby, Silverstein.

•

He pointed to the ubiquity of Photoshop as a sign of the company’s reach beyond the professionals who can spend up to $2,500 on some of the new Creative Suite 3 packages. “How do you launch a product where you don’t talk down to professionals but you allow people to come into the field? So we came up with the idea of the slider,” Mr. Silverstein said.

And, he added, an opportunity to develop a campaign for programs essential to his business was a rare challenge.

The wall was created using Adobe tools, by Brand New School, a directing collective that designed the animation, and Obscura Digital, a San Francisco-based technology and video design agency which had previously worked with Goodby, Silverstein on campaigns for Saturn and Hewlett-Packard.

While Obscura has created similar video projections in the past, this was its first foray into the uncontrolled environment of a busy street. The wall is intended to switch its attention, and control of the slider, to anyone who gets closest to it — but even the activity and movement of people in the background will affect some of the incidental animation.

The idea was to make the wall “a single and multiuser experience simultaneously,” said Travis Threlkel, creative director and co-founder of Obscura. He added that the finished product combined audience participation and “ideas about how people could interact with artwork in public spaces.”

Lisa Bradner, a senior analyst at Forrester Research, said that interactive displays like the Adobe wall “have a great deal of value” if they generate interest. “If you look on the Web or in stores, what you see is marketers trying to create more immersive experiences,” she said, pointing to recent New York efforts like Procter & Gamble’s providing Charmin for the public restroom in Times Square.

But only if they immerse the right people. Ms. Lewnes said that Adobe never seriously considered placing the wall in Times Square, despite its greater human traffic, because that location would be less aimed toward the company’s audience. Union Square draws fewer tourists, but is closer to the concentration of graphic and Web designers who work downtown.

“The buzz we wanted to create among the target audience was the goal for us,” she said. “It was pretty important for us to get the right people, rather than more people.”

The BK Whopper Sacrifice, a new Facebook app from Burger King and their friends, is simply a coupon delivery tool for a free Whopper. In typical Crispin Porter + Bogusky (advertising agency who created the campaign) style, they hit a nerve. This nerve, is the one pinched by Facebook users you don’t know, but who want to be your friend.

The idea of the Whopper Sacrifice: Use this application and be rewarded with a free flame-broiled Whopper when you sacrifice 10 of your facebook friends. To date 390, 333 friends have been giving up and the total is rising fast.

Brian Morrissey of Adweek writes,

The notion of dumping friends in exchange for a burger could offend some, though Crispin has not shied from controversy with BK. Jeff Benjamin, executive interactive creative director, said the agency and client were careful to make the application lighthearted rather than “vindictive.”

“The [friend] removal is another kind of socializing,” he said. “At first you think it’s antisocial, but it’s a social device. Now we finally have something to talk about.”

Coupon

Acclaim

Innovation, apparenty running rampant in the advertising world, has given way to yet another form of advertisinig which can now be added to the growing list of “alterna-advertising.” Joining advergaming, advertainment, adverblogging, dogvertising, bravertising and invertising is bloodvertising. Acclaim Entertainment is promoting their new video game, “Gladiator: Sword of Vengeance,” with bus shelters in the U.K. that will literally seep blood.

The ads, placed behind plexi-glass for a six day period, will shoot red dye onto the backside of the plexi-glass which will then drip down onto the street. Aligning the campaign to the company’s marketing strategy, Acclaim Communications Manager Shaun White said, “The concept of ‘Bloodvertising’ ties in with our marketing strategy and sticks to the theme of blood and carnage which is consistent throughout the Gladiator video game.”

The video game, set in 106AD, is claimed to be the bloodiest ever to hit the gaming space. It’s either that or a secret government ploy to determine whether or not the legends of vampires are actually true. Thanks to Adrants reader Adam Libs for the tip.

Honda

Performed a live parachute jump on channel 4 to spell the word Honda out of people. It was a one off broadcast.

http://www.guardian.co.uk/media/organgrinder/2008/may/30/hondaslivetvadaprstunto

WWF

Was trying to find the inflatable animals advert, but found this slightly interesting billboard along the way:

Worth Every Penny: Super Bonder

Not entirely sure this was commissioned by the company itself, but it works out as advertising for them anyway:

Inwindow Outdoor

“Located in New York City, Inwindow Outdoor is an innovative outdoor advertising company that specializes in providing our clients with high profile messages in prime storefront locations. Our partial client list includes ESPN, Disney, Universal Pictures, Remy Martin and New Line Cinema. In addition the company is a proud sponsor of the Revlon Run/Walk for Women, united in the fight against women’s cancers. The company was founded in 2002.”

“Millions of people travel the city streets every day, walking to work, meeting friends or driving home.

At Inwindow Outdoor, we’ve pioneered an exciting new medium that impacts their everyday lives. Working directly with landlords, we utilize the best retail locations that are currently ‘For Lease’. The result is a highly targeted advertising vehicle which is both colorful and energetic.”

They seem to do quite similar things to the Adobe shop window.

http://www.inwindowoutdoor.com/index.php

Proctor & Gamble

This is an advert for shampoo that makes your hair easy to comb, apparently. Not sure looking at that comb I get that, but the giant comb is interesting.

HBO Voyeur (created by BBDO NY)

It was a brand new project directed by Jake Scott (…son of Ridley). It’s a multimedia display where you can peep into the goings-on in eight NYC apartments in one building, and see how the lives of their occupants are intertwined.

Basically using a Big Brother type concept to advertise themselves.

M & C Saatchi

Advert for an art exhibition.

Non Stop Action

This is a great campaign from some Malaysian TV company, I guess to promote how action packed their TV station is:

When the car is in motion it looks like missiles are following the car. Pretty silly but I’d certainly look twice.

Kit Kat Bench

Advertising Agency: JWT, London, United Kingdom
Creative Director: Russell Ramsay
Art Director: Ben Markey
Copywriter: Mitul Shar

Coca Cola

This is quite a nice situational advertisement – they advertised coca cola light to those taking the escalator and normal coca cola to those taking the stairs.

Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Andreas Dahlqvist
Art Directors: Simon Higby, Viktor Arve, Felix Söderlind, Tove Eriksen Hillblom
Copywriters: Simon Higby, Viktor Arve, Felix Söderlind, Tove Eriksen Hillblom
Photographer: Alexander Pihl

HSBC: Swimming Pool

“As the world’s first carbon neutral bank, HSBC pursues environmental initiatives throughout its organization. The task at hand was to increase awareness of their website, www.globalwarmingsolutions.co.in, thus educating people on minimizing climate change in a less theoretical manner. They glued an arial view of a city to the base of a swimming pool. Consequently, shocked swimmers and onlookers witnessed how global warming could destroy our world someday. www.globalwarmingsolutions.co.in received 300% more hits in the subsequent days of the activity. They also observed increased registrations pledging support for the cause. The idea received widespread media coverage and word of mouth publicity.”

Advertising Agency: Ogilvy & Mather, Mumbai, India
Executive Creative Director: Piyush Pandey
Creative Director: Rajiv Rao
Art Director: Shirin Johari
Copywriter: Shirin Johari
President Ogilvy Action, India: Nabendu Bhattacharyya
Client Servicing Director: Hanoz Patel
Group Account Manager- Signscapes: Vikram Dutta
Account Executive: Shilov Mani

Ravensburger (Puzzles)

Pretty self explanatory, but again a nice situational use to advertise in.

Unicef

I couldn’t find out if this was just a poster campaign, or a photo of someone actually standing there all day.. if it’s someone standing there all day then it seemed pretty unique and gets the point across well.

The economist: Twister

Thought this one might excite Ash.

Another BBDO campaign to visually illustrate how the issues of the world affect each other. Topical words were inserted into each colored circle in the familiar game of Twister. These floor stickers were adhered to the floor of a busy train station, and posters of the Twister spinner were placed nearby.

Don’t know if people actually played on it though, from the pictures people just stood and looked at it.

http://www.accelerom.com/fileadmin/pdf/Accelerom_brandtypical_experience_2008.pdf

i think that touchpoints goes into ‘experience design’ a little. I found this article on wiki and it does mention this:

“Commercial context

In its commercial context, experience design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas,emotions, and memories that these moments create. Commercial experience design is also known as experiential marketing, customer experience design, and brand experience. Experience designers are often employed to identify existing touchpoints and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome.”

Nice Touchpoints Only. Thank you >>>>

Concept: Litter Bins That Change Behaviour

The 10TouchPoints project identified 10 key touchpoints that feature in our everyday lives that require re-design.  These were as follows:

Redesigning Public Toilets
Redesigning Bus Shelters
Redesigning Recycling Bins
Redesigning Mailboxes
Redesigning the Playground
Redesigning the Bicycle Dismounting System
Redesigning Hospital Signage System
Redesigning Takeaway Mealboxes
Redesigning the Multipurpose ID
Redesigning Drains and Canals

Most of these are touchpoints that feature in a lot of people’s everyday journeys and present innovative touchpoint opportunities.  It is difficult to look at the journey of a user and their interaction with design at certain times and places without basing it on personal assumption and experience, however, some companies have mapped out key touchpoints in their service experience and have in turn, mapped out the potential placement of creative and innovative touchpoint design.

First great western endeavoured to ‘provide an excellent journey experience at each touchpoint of the journey’. http://www.firstgreatwestern.co.uk/Content.aspx?id=164
These are as follows:

1. Awareness and journey planning
2. Buying a ticket
3. Travelling to & from the station
4. At the station
5. On board the train
6. Aftercare service

These are all key stages of the users journey that could be utilized as a point for user interaction and well placed design.

Heathrow’s Terminal 5 is packed full of innovative and eye catching design.  The Airport journey experience is one carried out by an enormously vast audience so the placement and design of touchpoints is crucial in order to connect with as many users as possible.  Example of Terminal 5 design can be found at the following:

http://www.dezeen.com/2008/01/22/art-commissions-at-heathrow-terminal-five/

Subliminal Messgaes and Advertising

This is a controversial advertising tactic but is a very relevant touchpoint.  The timing and placement of subliminal queues have a direct impact on the viewer user.  An excellent example of this is McDonalds use of subliminal advertising.  Can be found at the following:
http://uk.youtube.com/watch?v=LMzbwa6PvEE

One of the earlier examples of this type of advertising can be credited to James Vicary in his subliminal movie theatre research study.  Placement of this type of advert is particularly relevant to the setting of the movie theatre and so, can be deemed a key touchpoint that has been utilized successfully. Details can be found here:
http://www.zimbio.com/Subliminal+Messages/articles/15/James+Vicary+Famous+Subliminal+Movie+Theatre

A really good example of this in action is shown perfectly by Derren Brown.  This is relevant to both journeys and to the placement and timing of particular queues and messages.  It’s explained better in the video clip.
http://uk.youtube.com/watch?v=1UpUcgPP-YY

The Sony foam advert [http://www.sony.co.uk/hub/resource/block/2] has similar pros and cons to the ‘T-Mobile’ [http://uk.youtube.com/watch?v=Htqg-GaB0Vk] advert we discussed before but is essentially a touchpoint.  This type of live instillation is becoming more and more the norm in terms of successful capturing or audience and interaction with the user.  This was summed up well by the group looking at ‘Audience’.

“With more choice at the consumers disposal, audience can be more selective with what they want to see, therefore this creates branding campaigns such as Fallon’s gorilla advert [http://uk.youtube.com/watch?v=wHjieD6CTYs]this proves that audiences want more than just a direct link to a product as points of discussion are made, rather than a direct link to the brand”.