Beijing moodboard

Beijing moodboard from faaaaan on Vimeo.

environment-sound

environment-sound from faaaaan on Vimeo.

environment-day/night

enviornment-day/night from faaaaan on Vimeo.

connection-bluetooth

connection-bluetooth from faaaaan on Vimeo.

connection-QRcode

connection-QRcode from faaaaan on Vimeo.

connection-download

connection-download from faaaaan on Vimeo.

real product-experience

real product- experience from faaaaan on Vimeo.

real product-recycle

real product-recycle from faaaaan on Vimeo.

screen-vote

screen-vote from faaaaan on Vimeo.

screen-drawing

screen-drawing from faaaaan on Vimeo.

camera-body match

camera-body match from faaaaan on Vimeo.

camera-video record

camera-video002 from faaaaan on Vimeo.

camera-take photo

camera-take photo002 from faaaaan on Vimeo.

Demo-Motion sensor(speed/amount)

motion sensor004-speed/amount from faaaaan on Vimeo.

The sensor knows the different speed/amount when people walk and present with relevant object.

Demo-Motion sensor(follow)

motion sensor003-follow from faaaaan on Vimeo.

Demo-Motion sensor(stop/walk again)

motion sensor002-stop/walk again from faaaaan on Vimeo.
People walk from both side and meet in the center of billboard, they stop and walk again.

Demo-Motion sensor(position)

motion sensor001-Position from faaaaan on Vimeo.

The motion sensor track people's movement ,when he pass by the product, the bottle is shaking , to evoke people's attention.

Tide: Longer

Seven Eleven: Night discount

HBO: Big Love "Wall of Secrets"

Japan Association: Greeting

World Wildlife Fund (WWF): Lights

Calvin Klein Underwear: Rain

Idea selection 2

I asked my friends to select ideas they like and may has possibility to develop more.They both studied in Beijing before.

Wang Xiaofeng, Visual Communication student in Khio

1 face bubble (water bottle case)
2 motion senser:shark water/dance shoe/wash shampoo
3 recycle bottle
They are all engaged people in some way, the motion senser ideas are naturally reflect people's movement. face bubble is fun for people to see others on the billboard. Recycle bottle is near people's life.

Tian Xu, Interior Architecture student in Khio

1 recycle bottle ( i will buy the bottle just for the game)
2 holder broadcast ( i want to play with some thing , it is boring to sit on the bus)
3 TV serial comments ( i want to see people's view, get educate when i waiting in the bus station )

Idea selection 1

I ask Helge and Kari-Anna to pick up 2-3 ideas they thought can be develop more. here they are.

1 recycle bottle( good for brand to get there bottle back)
2 question game (if it connects with blog and mobile application, it will become a real service between local and tourist,it has potential social aspect)
3 personal broadcast( smart way for customer to upload their view, like online advertising , people trust people who in same situation as themselves, they would like to see the comments more than company advertising message)
4 try your hair color( connect with product close)
5 place for travel( connect with service close)

Idea discussion

Friday, I went to Helge again to get help from him. I put all the ideas ( 3G case/ water bottle case/ idea cards inspiration) in same form and separate them to different category. I explain the process i did so far to them, the mapping diagram, all the ideas, they are positive about my works. and we discuss into detail for many ideas.

for example,





the initial idea is design for a ring tone website. user can use their ear set listen ring tones. one way for new idea is change all hold to one and use button for ring tone selection. another way for this concept is set up with Olympic context,people will get broadcast and story about different sports game.



the initial idea is simple leave& answer questions game, people interact with billboard, but if it could connect with mobile and blog application, there will become a service to engage more people.



the initial idea is to use the water measure people's height, when they stand in front of bill board, but for the sale point, there is no link between height and water. a new way could find out the connection for this advertising, such as measure people's height, how much water need for the body, and tell people you should drink water now.



the initial idea is when people pass by and recommend them car by gender. the new way to use the motion sensor interaction is recommend by speed. if some one in hurry, give him a fast car. if a high-heel shoe lady walk slowly, give her a mini cooper.

Idea cards Categories

i sort out some ideas that fit for different context.

Concept summary2

4 Touch screen or button- put touchable screen or button on billboard for people to interact with.
pros & cons
pros: playability, get to know the service or product
cons: feel puzzle at beginning if it not indicate clearlyExample






5 real product trick- use real product engage people's interest
pros & cons
pros: get customers attention, they love to get gift
cons: costly
Example





6 environment sensor - advertising changed by environment alteration, variations of temperature, daytime or nigh time, sunny or windy etc.
pros & cons
pros: closed to urban life in physical way
cons: people may not really get value of the service
Example

Concept summary1

After i put the water bottle as the case , there come up several different directions to express the product in interactive way, these ideas communicate and engage people in different levels.

1 Motion Senser- the advertising itself could follow people's activity and get react with people's motion. is normally need a spacious space. I think the playability the key point to engage people. it might be useful for entertain products.
pros & cons
pros: playability, engage passive people in a short time, suit target age widely
cons: hard to focus on the brand

Examples






2 Camera-put video camera inside the advertising , shoot photo , track people's position or experience for people who interest the product. It send the opportunity for people to try part of the function ,especially the electrical products like camera ,video or cell phone etc. I think the experience here is important .
pros & cons
pros: playability, get a try, suit target age widely
cons: disposable
Examples





3 Connection/network- people use their own device or cell phone get connect with ad billboard network, for instance , bluetooth, WI-FI. The advertising offer a service for people to participate in.
pros & cons
pros: send message exact,
cons: just for the group has the technology support
Examples

Whats Next in Advertising - from advertising to marketing

Check out this SlideShare Presentation:

Whats Next in Advertising - from advertising to marketing

View more presentations from uwegutschow.

Another case- water bottle

scan by bus billboard,if you are lucky ,you can get bonus





the bottle reflect by people's motion





put face in front of the camera,
it will transfer to a digital fish with your face inside.




recycle billboard, people put empty bottle inside billboard and
get feedback by one-arm bandit game




send comment about the product




water will reflect by weather and temperature

Ideas and mapping

I decide to use "3G come into China" as one of my design case. The three ideas below are all about to introduce the 3G concept to Chinese public. because the government and China mobile just start launch this service to market, but most people don't understand what is 3G and how the service works, so I choose some functions from 3G mobile, and put them into interaction context at transit area, like billboard , and make people to try the service.



This idea is about the GPS function. people can check the former bus station's situation. If the bus are full you can know it advance and change by other transportation when you are hurry.




This idea is about the videophone function. it placed on Olympic sports center subway station, the background is the Bird's Nest Stadium， tourist can perform in front of the camera,record it, or send it.


This one is about the videophone function too. It set up around the Xidan subway station, people are play a game by leaving question to next participants.

Map about the design area

3G advertising from ChinaMobile

In April, 2008, China Mobile started testing of the third generation (3G) of mobile communication in eight cities (Beijing, Shanghai, Tianjin, Guangzhou, Shenzhen, Qinhuangdao, Shenyang and Xiamen), using the Chinese standard TD-SCDMA (Time Division-Synchronous Code Division Multiple Access). Very few test results, however, have been available publicly.

On 7 January, 2009, China Mobile was awarded TD-SCDMA license to expand its business to 3G telecommunication.^[8]

^{SEE MORE}

Introduction about design area

The Beijing Central Business District, or Beijing CBD (simplified Chinese: 北京商务中心区; traditional Chinese: 北京商務中心區; pinyin: Běijīng Shāngwù Zhōngxīn Qū), is the primary area of finance, media, and business services in Beijing, China. Beijing CBD occupies 3.99 sq km of the Chaoyang District on the east side of the city. Geographically situated to the east of the city center, sandwiched between the 3rd Ring Road and the 4th Ring Road, the Beijing CBD is currently undergoing large-scale development.
As Beijing is becoming one of the most important international financial centers in China, Beijing CBD was recently positioned as the secondary core area in Beijing’s International Financial Center Development strategic plan published in May, 2008. Beijing CBD is also emerging as China’s media center as Beijing Television Station (BTV) just moved in its new headquarters (Beijing TV Centre) in this area and the new CCTV Headquarters is soon to be completed by the end of 2008.
In the eight years since the government decided to speed up construction of the district, the Beijing CBD has attracted 117 Fortune 500 businesses in the financial, media, information technology, consulting and service industries. More than 60 percent of overseas-funded companies in Beijing are in the CBD. A majority of foreign embassies in Beijing - the No 1, No 2 and No 3 embassy districts are now concentrated in the Beijing CBD and its neighboring areas.
see more


Xidan Commercial Street
Xidan Street is one of the most famous traditional commercial areas in Beijing where companies in the general merchandise, food and beverage, entertainment and banking sectors can be found. A large number of merchants gather there, and the daily average volume of the flow of customers is more than 200,000. It is in a very important position in the commercial pattern of Beijing. At present, there are many large modern shops in Xidan Commercial Area, such as Xidan Market, Xidan Shopping Center, Xidan Scitech Shopping City and Zhongyou Department Store, and some old shops of the capital.The market is oriented to different consumer groups, providing mid- and high-quality commodities and highlighting the distinctive feature of professionalism and completeness to meet the needs of people of all ranks.

Main commodities: general merchandises, clothes and ornaments
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Beijing National Stadium (simplified Chinese: 北京国家体育场; traditional Chinese: 北京國家體育場; pinyin: Běijīng Guójiā Tǐyùchǎng), also known as the National Stadium (国家体育场),[4] or colloquially as the "Bird's Nest" (鸟巢), is a stadium in Beijing, China. The stadium was designed for use throughout the 2008 Summer Olympics and Paralympics.
In January 2009, the venue's owners announced the stadium would be turned into a shopping and entertainment complex in three to five years.[27] The venue costs approximately $9 million to maintain per year.[8] Due to a lack of use, paint is already peeling in some areas; plans call for the $450 million stadium to anchor a complex of shops and entertainment outlets in three to five years is being developed by operator Citic Group. The company will also continue to develop tourism as a major draw for the stadium, while seeking sports and entertainment events.[27]

see more

beijing subway olympic line

mapping

Outdoor Ads: the Future is interactive

Outdoor Ads: the Future is interactive

View more presentations from LM3LABS.

message & service

After the last discussion with Helge, I got an input that is to create service for the advertising not just send message to audience. But I am not quite sure what is meaning of this “service” , I asked him to give me more explanation about how to define this service? Here it is.

As we see it advertising is expanding from being based around messages, to creating services. What does this mean?

Advertising has gone from being all about interrupting people with messages; the goal of these messages is to create awareness and interest, but more importantly to create anticipation for the experience of using the product. You watch an ad by Nike, and you imagine the running experience to be fantastic with their shoes and clothes on.

This is all well and good, and these messages are built to give people arguments to buy stuff... But then something happened when digital "arrived" with its accessibility.

As with the messaging-advertising it was all about telling you how great the experience of using the product would be before or after using it. But suddenly, with new technology, we are given the opportunity to be there when the experience happens - when people are actually running...

And this changes everything; it opens up an opportunity to add value to the experience itself (not only talk about it as with messaging). And in this situation, when people are running. it's not about interrupting them, telling them how brilliant their shoes are. It’s about adding value to the experience, making the running experience better, enhancing it, adding new concepts to it. And this is services. Where brands interact with consumers as they are using their products.

But the important thing here, is that it is not old or new advertising, it is traditional message based advertising, and new activity based advertising. Both of them are still highly relevant, and serves different purposes. It is up to the brand and product to find out which one to use (or both).

That is why we still can say that when it comes to the traditional stuff, it's all about giving people reasons to buy stuff, but when it comes to situations or activities it’s all about adding value to the experience.

A Bigger Idea - Branded Context and Brand Situations

View more presentations from helgetenno.

interview with Jcdecaux

I have an interview with Bjorn Erik yesterday; he is the market manager in JCDecaux Norway.

The notes about the conversation (B=Bjorn Erik)

Question: What do you think the interactive advertising? How you launch them here?
B: In my point of view, the interactive advertising is dividing into two parts or two different kinds of arenas. On the one hand, we have an installation that main to give responders the positive experience. Like in Bus shelter, we put something that you can touch, smile, look at the screen, with interaction with pedestrian, that is more than passive poster.
We launch the interact Ads only in 2-3 places, depend on what client wants, what available, maybe some central area, like national theater. But it is just very small part of the campaign.

What I find more interest is what we can do outdoor ads with mobile phone, give people new way of using the phone, new ways that remind them that they can do outside the normal habit of using the phone. For instance, we have the posters inside the bus and tube, which is the channel that can talk to you in a different way; because you have what we call “capture audience” there. The community can drive mobile content in many other countries, like China, London, Tokyo, when you have a cell phone, and you use it by half hour, one hour to communicate, you try to use your phone as an entertainment. Then you can talk to the responders.
Community is one other reason that, for instance Japan is so far had, because it is so long community every day, The Japanese want to be entertained all the time, the billboard talk to them, And remind them , that they can download the last episode, perhaps the commercial program just specialize for the tube. Or a trial, a game, and competitions.
Community is very important to learn the mobile users, how they can use mobile phone, for instance, download the recipes, or ordering movie ticket. We also talk about the further Bluetooth technology, we are very positive to have more billboards that have Bluetooth inside the posters. When you pass there, things will happened to your mobile, or you can just logon and say where is the nearest restaurant then you can have a map that provide by the bill board, but the technology is not allowed to use in Norway.
We have two types interaction in outdoor advertising, of course, all the billboard try to interact with you in some way. They try to tell you something. Billboard that you can touch always use in a very small amount, I think, for instance the poster inside bus and tube will slowly be more and more interest for mobile company. The amount of interaction ads production will go a small wave, go up and down , but the amount of billboard inside the bus and tube will rise, more and more people do interaction with their mobile is important for the campaign, the receiver for the ads are also see quite lots of use. The keyword there are entertainment and useful, it is the service that you can get information, helps you, inspire you.

Question: How to calculate the amount of viewers or responders?
B: Some campaigns are calculated by votes; there you can see how many people touch it. In central area, like national theater, we know around the billboard that people go and forth many times.
We have a system to calculate the Average amounts, about 50000 people pass by a billboard, not for people individual .so we say maximum 50% of people (25000) watched it.

Question: What do you think the successful point for interactive ads?
B:First, talk to people in a relevant situation, let them see the solution. That is a very positive way to look at the outdoor advertising. It not like TV commercial only feed you. Solving a problem, or define a problem that you can solve, pay you bill on the way to work, use this… something useful. And also Entertained, people look the poster when they are bored, give them something to play and entertain them are also a problem solving.

The other thing is Surprise people, making them do things. For example, there is a movie Aliens VS. Predator, it is about two monsters fight each other. People can give votes for who will win in the billboard. There are 25000 votes on just one billboard. It is not about what you can do on the poster, but what is meaning is important. Here is not the vote itself are funny, to engage people join this campaign and get the movie idea in vote way is important. The solution is more important than interaction itself.

Question: How you think the competition between outdoor advertising and online ads?
B:I think is very hard to calculate also in the internet, they have the Click. But what is that meaning? Have you like it? Have you understood it? Outdoor works in another way, it is closer to purchase, it is visually, and it stand out more than the web, in the web, everything is popping and blinking, perhaps hundreds message in one site, it is very hard to stand out like outdoor advertising.
We have different role, outdoor ads can drive traffic into a website, and website can take you further in the entrance.

External discussions

Today I have been talk with Digital Planner Helge Tennø and create director Freddy, work in SCREENPLAY Company. The conversation is around outdoor advertising and it went well. It is always nice to have some external opinions which relevant the project.

The notes about our discussion
Advertising is about sent message, before people make their purchase decision, they need a “because” .for this project, my design should not just consider the how to send message to crowd, the service which bring values to the brand is more important.
Case- weather information reflect for ski, billboard adverting in Oslo
Relevant brand concept to real situation. What people do, give them the need.
Case - catch the eye ,launch the interact screen in retail store

In the transit area, especially when they waiting there, they are alone, boring, expect their mobile are ringing, so launch something make them feel fun.
Case -‘Smile ‘A Playful idea, a smile face will track people’s movement and change to different expression when they play with the billboard, as well as they can upload smile pictures from friend to big digital screen.
To engage people by “understand”, people want to understand and explore things, that why the quiz and puzzle are so popular. If possible, they want to fill the life with values.
If design for group of people to interact, make sure there is value for just one person too.
The lead of customers, advertising which set up in different place is linked; to keep their Loyalty of brand.

Here I just come up an idea ‘station atmosphere’, for example the CBD center of Beijing, it full with high class, well educated, richness and young generation. Beijing government decides to launch the first Wi-Fi service here. The advertising here could fit for high technology and high quality. And Xi Dan Commercial Street is known as one of the three most famous commercial centers in Beijing, people there are fashion, outgoing. The playful advertising could be one to attract them. The Beijing national stadium (bird’s nest) become one hot tourism place after the Olympics, if advertising there could create value for tourist to memorize, it would be nice.

Novelty vs. Value
The novelty offer people rich experience, they would like to play with, but maybe they just enjoy as a playful tool, ignore the brand value.
I made this Diagram to categorize the advertising I found so far, include interaction ads ideas and Beijing nowadays advertising photo. Most of Beijing Ads are just send out the message, they like to tell the story directly, don’t care the values of brand, even Adidas, they put just message and shoes photo. (Maybe because the ads is set up in the entrance of subway, it will be easy to get people know fast.) Ads are Novelty side are focus on people’s experience, but for build their brand consciousness to people, not strong enough.

Dialog with Advertising

illustation for categorise the ideas that come from the workshop.

Beijing Bus advertising media value analysis

Analysis of Beijing Bus advertising media 北京公交广告媒体价值分析

This is a report written by Beijing public transportation advertising company, combine with local residence’ everyday life, it analysis the statistic about the value of Beijing bus advertising. I think this is a good reference for my research. So I just translate few points that close to the project.

Transit advertising engagement
Daily averages: 87% of Beijing residents contact with transit advertisement.
Monthly averages: 98.7 % of Beijing residents contact with transit advertisement.

The frequency of bus ride

88% Beijing residents has been used bus for their transport to go work, 66% of people take bus for 4 times per week or more, 21 % of people take 1 - 3 times per week. This shows that the residents rely on bus in a higher degree.

Beijing residents spent an average of 5.18 hours on bus weekly, if we say five working days per week, the Beijing public will take more than 1 hour on bus in each working day. With the expansion of urban scale, the separation of working area and residential area, more and more Beijinger tend to spend more time on their way to work, also there is more time for them to reach the transit ads.

The age of target group

Overall, for all types of ads, the audience in age 25-34 years old is the highest proportion to read the advertisement. The 15-24 age group in the second place. because for people in age of 25-34 years old, they get more free time and opportunity to hang out. And they are more independent and willing to spend money for leisure life.

The impact of ads

After read advertisement, the advertising that most affected Beijing residents’ purchase behavior is Make-up, shampoo, skin wash and hair care products (44.47%)
Followed by Computer and Telecommunications Electronics ads ( 43.9%),
Food and alcohol advertising is the third one (42.35%).

Workshop!

I was arranged a workshop on this Tuesday for gather ideas for my diploma project. It starts with a short introduction about Beijing transport situation. I made some diagram to summery different types of transportation, for example what media is popular in Beijing bus? What Chinese people do on the bus?

By inspirit with random images, words and other interactive advertising photos, the talent people come up with 54 ideas in 2 hours. I was so glad for that result. It opens me more opportunity for the next work. Thank you!

Beijing research diagram

Inspirations


Hard working

54 Ideas!!!