Trend Document Research:QR Codes (Julia)

Crack the code to open up new communication lines

24 February 2011 | By Lou Cooper

Barcode technology is a low-cost and effective way to get consumers interacting with your brand, but only if your content and format hit the mark.

Mobile tagging is no longer a new technology; it has reached a tipping point in recent months that has catapulted it into the mainstream, and more brands and retailers are now exploring how it can make their advertising go further.

Upmarket supermarket Waitrose placed 2D barcodes on its TV and press ads in December, enabling customers to scan a code to access recipes from Delia Smith and Heston Blumenthal and information on festive offers and products.

Meanwhile publishers like Hodder & Stoughton are using 2D barcodes as a way to bring offline media, including press and outdoor ad campaigns, into the online space.

But do 2D barcodes really add value to the consumer, or are they just the latest fashionable marketing accessory?

The proliferation of smartphones – penetration in the UK is growing at an annual rate of 70%, according to comScore – has had a profound effect on the way people connect with advertising, which opens up more opportunities for businesses, argues Paul Lyonette, head of mobile advertising in EMEA at Microsoft Advertising.

“People can access much more, so there is the potential for brands and marketers to talk to individuals in richer, more engaging ways, whether that’s the transfer of information via a tag, a browser opportunity or an application-based experience,” he says.

Despite these advancements in mobile, marketers are still not using the technology to best effect. Instead of developing a mobile website, businesses often direct consumers to their standard website. Independent mobile consultant Howard Furr-Barton explains that using the technology in this way is a waste of time. “It’s not rocket science. A standard website usually doesn’t work very well on a mobile handset.”

Instead, the content as well as the format needs to be tailormade. Consumers are not going to appreciate long-form content accessed via a 2D barcode, he adds. Marketers need to consider how consumers view mobile content.

Furr-Barton advises: “You’ve got to look at mobile from a completely different perspective. Mobile is a light snack of a medium. I’ll happily watch a short YouTube clip that a friend sends me, but I’m not going to sit down and watch an episode of The Apprentice.”

But mobile tags can be a useful and relatively cheap tool for marketers wanting to attract consumers to their content, adds Furr-Barton. “2D barcodes are a really cost-effective mechanism because you can produce one for free. With any advertising that you do, you can give an inch square away to a 2D barcode and that instantly gives you that interaction and engagement with your customers.”

Eurosport incorporated a QR code (a type of 2D barcode) into its print advertising for its live coverage of the Australian Open. The QR code directly connected users to the Australian Open live scoring section of Eurosport’s iPhone app, the matches in progress and fellow tennis fans, courtesy of the app’s interactive functionality.

Eurosport UK director of marketing Matt Horler says it will now use the technology more frequently because it adds another level of consumer engagement. “The addition of the QR code enabled us to take the reader from print to a mobile TV environment where more content could be easily accessed,” he adds. “We intend to use QR codes again to promote various sporting events, and plan to use different media titles to generate a body of learning about download habits ahead of London 2012.”

Similarly, the Waitrose Christmas campaign enabled customers to scan a QR code with their mobile device and be directed either to the Waitrose mobile site or the specially designed Waitrose Christmas app for the iPhone, iPad and Android phone.

The experiment resulted in more consumers interacting with the retailer’s online recipe service, explains Fiona Hall, innovation manager on the Waitrose ecommerce team. “It enabled our customers to engage straight away with our rich online recipe content, Christmas promotions and offers and our festive product range.

“The number of scans we had well exceeded our expectations for the campaign. We were also able to track the success of different media, with TV being one of the best performing.”

However, one major criticism of 2D barcodes is the lack of explanation by brands about how to use the technology, namely the fact that consumers have to download an app to read a tag.

Hall admits that it is sometimes difficult to explain to consumers how to use mobile tagging. She says: “It was easier to explain the QR code technology in some media than in others. For example, we were able to give a short explanation of what customers had to do in our print advertising and our newspaper, Waitrose Weekend, but this was not possible in our TV ads.”

Airline JetBlue failed to communicate how people could access content via a QR code on its poster campaign, according to Piers Fawkes, president of New York-based trends research and innovation company PSFK. Fawkes, whose agency has recently published a report on mobile tagging in conjunction with Microsoft Tag, says the airline’s campaign was confusing.

“The whole ad is a QR code and if you look carefully, the little black dots make up pictures of holiday destinations. I tried to scan the big ad, expecting to get sent to a holiday destination. I didn’t realise you weren’t supposed to photograph the whole ad, just a little QR code in the bottom left-hand corner,” he explains.

While poor communication can be a major issue, the technology itself is flawed, says Fawkes. “There isn’t a reader that can scan all types of mobile tags. A universal reader may change the way people use codes.”

However, some industry experts predict that contactless technology will eventually supersede QR codes and iron out compatibility issues. Instead of downloading an app to read a barcode, the technology will be part of the phone software, enabling consumers to tap a product with a handset to gain instant access to information about a brand.

In the meantime, marketers should take advantage of this nifty method of driving traffic to their content. Just as long as they tell consumers how to use it and take them somewhere they want to go.


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Trend Document Research: Typographic Overlays (Julia)


By Alice Clarkson & Chris Coleman, WGSN, 11 October 2010

In line with WGSN’s autumn/winter 2010/11 macro trend Useful, we are seeing the print media pick up on the return to the roots of good, practical design and the use of strongtypographic statements.With a sophisticated cool, the print media is reconsidering its communication with the consumer. Simple and clean graphic design with a typographic focus is gracefully overlayed on to beautifulmood-inspiring photography. Portraiture is key, with interesting subjects often in desaturated colours to enhance the timeless yet contemporary mood.

  1. Typographically focused
  2. Atmospheric photography
  3. A return to good design
  4. Clean and simple
  5. Timeless
  • Use classic fonts families such as Gill Sans and Futura for an iconic feel
  • Large typographic compositions create interest on the page
  • Use the full bleed of the page to create a striking photographic statement
  • Editoral design, fashion advertising, cinama posters and blogs are all adopting this minimal style
  • This simple, unfussy approach creates a sophisticated mood
  • Subtle use of highlight colours againt the stark photography bring an extra depth to the style



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Trend Document Research:Puma Social (Julia)

Puma social campaign creates a community of after hour athletes

Puma brings fun and irreverence to the sports sphere once again with the launch of ‘PUMA Social,’a new campaign bringing together after-hours athletes from around the world

BY: P.Chakravarty | Fri Feb 11, 2011
Aruliden for PUMA, Chalk ping pong table, Puma, Puma accessories, Puma shoes, PU

Are you a top shooter in foosball? A master at darts? A ping-pong sensation? Or a bowling wizard? If 5AM cab rides are more your style than 5AM runs, then PUMA Social was made for you. PUMA Social is where fans of old-school diversions can come together online and offline to share in social exchange and friendly competition.

The campaign is hinged by a number of elements including cheeky in-store adverts; a web and mobile application called Life Scoreboard—launched late last October–that allows users to keep a running score on anything and everything they want to turn into a competition; and a PUMA Social website that fuses PUMA-created and user-generated content that is updated dynamically on the site.

The website is designed to make it easy for PUMA Social-ites across the globe to share their own competitive scoreboards, connect with other users, and view party pictures and video from PUMA Social Clubs running in cities around the world. The site also enables users to generate points and fame by synching their social networking profiles (Facebook, Twitter, FourSquare). Additionally, PUMA Social Clubs are slated to open in key markets worldwide, beginning in Q4 2010 and extending into 2011.

“PUMA pioneered the idea of SportLifestyle and built our brand on having fun,” says Antonio Bertone, PUMA Chief Marketing Officer. “With the launch of PUMA Social, we are honoring groups of friends who know the joy of playing sports at the bar rather than at the gym. The campaign shuns the serious nature of organized sports and celebrates social sports that are timeless and authentic.”

The print and online ad campaign will feature groups of friends experiencing the nuanced and hilarious moments that only happen when people get together to bowl, play ping pong, sing karaoke or throw darts. The playful spirit of the PUMA brand is conveyed with sayings such as ‘Here’s to 5AM cabs, not 5AM runs;’ ‘Some marathons end at 6AM;’ ‘Sometimes victory is a phone number;’ and ‘Scoring leads to scoring.’ The PUMA Social ad campaign was created by PUMA’s lead advertising agency Droga5.

PUMA Social is about a distinct lifestyle rather than a specific product. Products that will be incorporated under the PUMA Social theme and featured in advertisements include iconic styles such as PUMA Suede and the T7 Track Jacket. The PUMA Suede is a classic basketball sneaker that is loved by collectors and non-collectors alike.

The upper is made of Suede, which is the flavour of the season, and hence the name. The PUMA Suede has been embraced by the hip-hop scene, complete with the matching fat laces. B-Boys adopted the Suede and it has become a timeless classic with its silhouette and streetwise swagger.

PUMA will also introduce a line of accessories that include t-shirts and ping pong paddles with more products to come. Last summer, PUMA unveiled the Chalk ping pong table, a modern update to the conventional ping pong table that features a write-on ceramic chalk surface. The Chalk table was designed by designed by Aruliden for PUMA.

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Trend Document Research: The Only Way Is Essex (Julia)

ITV2 launches ‘The Only Way is Essex’ webisodes on

ITV2 is to launch spin-off programming for its hit reality show “The Only Way is Essex'” along with a marketing campaign for the new series.
The Only Way is Essex: ITV2 show returns
The activity starts today with the launch of an exclusive music video for ‘I’m in Miami’ remixed as ‘I’m in Essex’ and featuring the cast.

The three minute video will be streamed through 30-second and 60-second versions have also been produced to promote the show.

Rob Farmer, director of viewer marketing at ITV, said: “This is the first campaign we’ve created that sits in the ITV2 schedule, as well as being tailored for interactivity and on-air promotion.

“The lines blur when you’re amplifying a piece of entertainment to reward fans and attract potential viewers. The return of what’s already an ITV2 classic warrants a sense of event.”

ITV will also air exclusive weekly online episodes of ‘The Only Way Is Essex: Don’t Shuttup!’, which will be available every Wednesday.

Users can sign up to access the online episodes, which will include features such as Best Tan of the Party and Tat of the Week. The show will also be available to purchase every Thursday from the iTunes store.

Facebook fans can also appear in the show using the ‘The Only Face Is Essex’ app. It consists of two short-form episodes – one for the guys and one for the girls – which use Facebook data to place online users into the action.

Robin Pembrooke, managing director of ITV Online and On Demand, said: “‘The Only Way is Essex’ is one of our fastest growing programme brands online with the first series attracting catch-up audiences that were almost equal to the linear transmission.

“This time around we’re really tapping into the social media buzz around the show in new and innovative ways that are sure to make this series bigger and better than ever.”

The Only Way is Essex music video was created and produced by ITV Creative and creative agency BBH.

Mark Banham, 09 March 2011, 1:58pm

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Authenticity Either Is Or Isn’t. (Toni)

Authenticity either is or isn’t.

When a brand pretends to be something it is not, the result generally backfires. Like this beautiful Chrysler “Style” commerical that demonstrates that yes, Chrysler was synonymous with American  style. The key word being WAS. Lesson: Even great advertising does not  make uncool, cool.

Which leads us to think of bygone eras and authentic brands that are no  more. Such as Benrus watches. Somehow the move to digital watches and  colourful plastic timepieces took the seriousness out of watches. Is this  good or bad? You decide for yourself but we are currently enamored with  the 1940 Benrus Sky Chief. Real numbers, real hands, serious black or  silver face, a real crown to wind it. Benrus Watch co. was founded in  New York City in the 1920s by Benjamin Lazarus. Benrus was the official  watch of the U.S. mail-carrying pilots of several cargo airlines. Known  at its peak as the “Official Watch of Famous Airlines,” it was the  official time piece of pilots at Delta, KLM, NWA and TWA. You can still  find some of the authentic Sky Chiefs, and by forking out $2,400 or so,  you may even be able to own one. – Bill Tikos

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Tuesday 22nd March

Who Attended: Toni Peters, Julia O’Doherty, Drew Williams

Length of Meeting: Toni – 8am – 4.45pm, 7pm – 9pm
Julia 11am – 9pm
Drew 10.20am – 9pm

Activities Completed and Things Discussed

  • Trend Document almost completed

Jobs to Be Completed for Next Meeting


  • Write minutes
  • Experiment with NB cut-out
  • Bring in white thread


  • Reference Page
  • Print CD cover and download video’s for CD
  • Bring in CD cases and blank CD’s
  • Bring in needle
  • Add trend research to blog


  • Complete the contents page

Date of Next Meeting: Wednesday 23rd March,

Next Meeting’s Aims

  • Cut out front cover
  • Proof read and check spacing is consistant
  • Insert all references
  • Add list of illustrations, references, bibliography
  • Package PDF
  • CD with PDF
  • Powerpoint on CD
  • Video’s on CD
  • Assemble trend document

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Authentic brands (Toni)

Haagen Dazs

Background: Although this ice-cream brand’s name sounds like it originated in a quaint Scandinavian village, in truth the name was created from two nonsensical words and dreamed up by an entrepreneur in the Bronx.

Strategy: Regardless of where Häagen-Dazs ice cream comes from, the name evokes a sense of place that feels authentic. A brand’s authenticity does not have to be literal, as long as it resonates with the consumers buying the product. Still, the tactic isn’t foolproof, as one failed competitor — Frusen Glädjé — that can attest.


Background: In its beginning stages, this Seattle-based coffee chain emerged as a second home, a place where people could linger for hours over “grandes” of java and find employees who would whip up custom-made orders.

Strategy: While Starbucks may have figured out how to sell the “coffee experience,” the company’s rapid growth has made it difficult to stay true to that fabricated experience. In a widely publicized memo in February, even Starbucks chairman Howard Schultz admitted the brand had suffered from a “watering down of the Starbucks experience.”

Abercromie and Fitch

Background: The company’s legacy as a purveyor of outdoor paraphernalia is reflected in the visual iconography of its more than 900 U.S. stores. Even with the wooden canoes and racks of shotguns decorating its stores, Abercrombie & Fitch has become a modern-day hangout for teens buying T-shirts and jeans.

Strategy: The brand has managed to stay true to its origins while also adapting to the times; it has secured appeal for its customer demographic with the dark lighting and amped-to-the-max soundtrack of an after-hours dance club.


Background: The company, often referred to as the king of denim, created the world’s first pair of jeans in 1873 and continues to hang on as a brand because of its rich heritage

Strategy: Throughout the years, Levi’s has persisted in distributing its signature product –boxy jeans — despite the many changes in denim trends that have occurred since the early 1990s.

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