DraftFcb

Archive - Apr 2011

April 13th

What's your life number?

What's your life number?

ING Nationale-Nederlanden insurance company has launched an online social awareness campaign that shows the amount of active time people need to work to enjoy a comfortable level of income when they retire.
www.ingtunumero.es invites consumers to discover "their number”.  This number indicates the amount they have to save - from now until their retirement date - to ensure their desired standard of living.
 

Why it matters

The campaigns of insurance companies are usually based on the competitive advantages of the product, so they are poorly differentiated. If their campaigns were based on the realistic need-state for these products would they prove more effective?

Conscious
Financial Services
Spain

April 12th

Keep on changing!

Keep on changing!

“What Happens When” is a temporary restaurant installation that transforms every 30 days for 9 months. Customers can suggest any kind of installation.

Why it matters

 An improvising approach for an improvised era, where time goes speed and people have to go faster than ever. Is that a new way of thinking durable ‘goods’, as a house or a restaurant, as a new kind of fmcg?

Create
Significance
Italy
Stores & Spaces

Pop-up and stay over

Pop-up and stay over

The pop-up concept. The newest hotel to hit Singapore may well be its coolest: a single-suite pop-up property built around the city's iconic Merlion statue on the quay of Marina Bay. It's going up for the Singapore Biennale, which starts March 13. Also in London, thanks to A Room for London design contest, the city’s visitors will be able to stay at a temporary one-bedroom apartment on the roof of the Southbank Centre. The unusual shelter will be part of the London2012 festival, with booking opening September this year.

Why it matters

Both this projects come as part of a trend that has seen public structures being turned into temporary hotels - the latest business sector to enter the pop-up trend. Businesses and organizations have been making use of pop-up spaces for a few years, but the marketing practice has only been gaining popularity lately. Pop-up spaces have the advantage for brands to grab the attention of customers and engage viewers. The most common pop-up spaces over the past few years have been stores, usually trendy fashion brands at discount prices. It’s affordable, efficient, and a unique promotional tactic. Will the trend hit other sectors and become more and more common in these uncertain times where building and opening new hotels and stores may be a huge risk?

Create
Instant Gratification
Portugal
Stores & Spaces
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed