DraftFcb

United States (199)

Hot dogs, pretzels and ballpark bacon

Hot dogs, pretzels and ballpark bacon

KRAFT Foods Inc is bringing together two of America’s favorite pastimes: baseball and comfort food, but with a new twist.  They have reintroduced the Big Noodle in front of Wrigley Field, a large yellow macaroni-shaped statue, but this year it’s topped with "bacon" and emits the scent of fried pork belly every 10 to 15 minutes.

Why it matters

More and more we are seeing brands trying to capture attention through different senses.  Some pieces invite us to physically interact, like the Coca-Cola Hug Me machine for instance, while others tap into other sensorial experiences such as smell.  Can multi-sensory experiences, especially when it comes to food, leave us with a lingering craving that will translate to purchase?

Experience
Food & Drink
United States

Credit for the crowd

Credit for the crowd

The new Barclaycard Ring Mastercard is the world’s first ‘social credit card’, designed through its user community. The simple low-rate card combines social media, online banking and financial education tools to create a credit card managed and optimized through its user community, where its profits and losses as a card are made public.

Why it matters

Barclaycard applies extreme transparency to what is typically a highly guarded category. The card depends on a single behavioural principle - the better users are about paying their bill, the more the card profits. The card’s Giveback programme lets users have a portion of the earnings as thanks for their participation. How can murkier categories like finance start using this type of high-transparency model as a means of creating consumer trust? What are other behavioural-driven solutions like this one can create consumer investment not only in the brand, but also in its profitability?

Connectivity
Conscious
Financial Services
United States

Qatar Airways flies high in the technology sky

Qatar Airways flies high in the technology sky

Qatar Airways is launching a new fleet of Boeing 787 aircraft that are specially designed for optimal luxury, social interaction and networking in-flight. The chairs point to each other around wood tables, each seat has a touch screen, and all cabins are equipped to connect to personal devices. The flight also features an automatically shifting light sensor that works to adjust travelers’ biological clocks to the new time zone.

Why it matters

Qatar is innovating around its passenger needs. They are likely going to work on the plane, so the flight should help connect them. They may be headed for a meeting, so the flight tries to reduce jetlag. They solve problems with features, building loyalty in a commoditised market. How can other companies incorporate these small touches into their finished product that help consumers feel like the brand ‘thought of everything?’ How can even small-scale innovations, like packaged goods, start to solve broader complaints with overarching features when redesigning?
 

Enhancement
Escape
United States
Travel & Tourism
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_country
  • most_viewed