House & Home (128)
Like this lick of paint
Paint company Cin developed a Facebook app named Colour Maker and invited fans to collaborate and create a selection of new colours for the brand. The brand then launched a catalogue of the top 25 colours with information about their creator and where the new colours could be purchased.
Why it matters
The marketing of paint brands can be rather straightforward. However, this app makes the most of people who use paints beside big companies: artists or DIY lovers who like to personalise their homes and spaces. By letting the customers define the trends and crowdsourcing consumer likes, the brand managed to get insightful market research. Which other brands could open up their organisations and R&D to produce more collaborative commerce?
After many months without finding a buyer for his home, David Garcia decided to launch tupisoporuneuro.com , where potential buyers can bid for his house via reverse auction. The bids have a minimum of 1 euro and a maximum of 150 euros and the winner is whoever makes the lowest bid that is not repeated. The scheme works by charging bidders per bid allowing the operator to recoup the cost of the property and auction process.
Following the success of The House Cafe, where visitors to the restaurant could entertain and be involved in the cooking process themselves to give a more homely dining experience, the House team are now applying the same approach to the hospitality market. The House Apart are a collection of self-catering appartments that incude kitchen and laundry facilities as standard and where the focus is on cooking and washing yourself.