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]

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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.
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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]

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beijing subway olympic line

mapping

Outdoor Ads: the Future is interactive

Outdoor Ads: the Future is interactive

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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

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