House & Home (128)
Will wash for food
Home cleaning company Scotch-Brite, struggling with appealing to a younger demographic, leveraged reward marketing and restaurant partnerships by inviting young urban consumers to test the sponges - in exchange for the meal they already ate.
Why it matters
Surprising jaded people is a challenge, with interception more believable than interruption. Scotch-Brite took a hard-to-win target and offered them something they’d actually use (a free meal), a surprise (they had planned to pay), coupled with an experience (washing dishes with friends) and product trial woven throughout. When we break in to a new demographic, how can we focus on intercepting and joining, rather than stalling and interrupting? Beyond gaming and competition, what are some tried and true bits of shared experience (everyone knows the price of skipping a check is washing dishes) we can use to help challenging customers open their eyes?
“Keret House”, planned by Jakub Szczesny, will be the narrowest residence in Warsaw. The triangle-shaped house spans three levels and is suspended between two existing buildings above the alley below. The total habitable space is 14,5 square meters.
Messages on Post-its, scribbled recipes and magnetic photo frames on your refrigerator are clearly obsolete. As the connected home becomes a reality, the Wi-Fi enabled Samsung refrigerator allows you to browse the web for recipes with apps like Epicurious, leave virtual notes and stream photos from the net or your phone thanks to an 8 inch LCD screen.