1. trendreport#2
musical
barcodes,
interactive
park benches,
increased
commuter
status and
rewarding
to-do lists/
a lounge group
trend report on
making the
mundane fun
This edition’s theme ‘making the mundane fun’
is all about adding unexpected interest to the
day-to-day and making the less fun parts of our
lives more enjoyable.
This month The Lounge examines the increase in products, services and
experiences that aim to make the everyday exceptional. After all, it’s not
what you do but how you do it…
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2. Digital/
Win epic status and rewards
with your to-do-list
To-do lists. Everyone has one, many people even enjoy making them, but few of
us actually enjoy the process of doing all the activities listed on them. Putting it
simply: boring chores just aren’t fun. The EpicWin app aims to change that by
converting your to-do list into a role playing game (RPG).
EpicWin allows you to select a character and begin questing. You add tasks, which can be anything from
washing the dishes to finishing an application form, and then set them an appropriate number of ‘epic points’
depending on how labour intensive the task is. Once a task is completed you are awarded the points and
advance on your journey, diversifying your tasks helps you to level up. As the game makers state: What are
you waiting for? Start getting things done!
©2011 The Lounge Group / theloungegroup.com
Click here
to check out
the video/
Lounge view/
EpicWin leverages the fact that the digital
native generation are used to processing
information via ‘gamification’. The app uses
the same mechanic to help solve real-life
needs. Rather than just mentally ticking
of a task list, the use of a points based
system and game-play language appeals to
this group’s need for further incentives.
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3. Marketing/
The power of OMO
To demonstrate the power of OMO washing powder the brand transformed
napkin dispensers at bars, restaurants and café’s into mini-washing machines.
Every time a napkin is pulled from the holder it creates the illusion of clean
white sheets being pulled from the drum.
The concept was designed to enhance the perception of OMO’s stain fighting capabilities and makes use of
key locations where stains are likely to occur. Even for those of us who aren’t prone to spillages, the illusion
of bright white sheets serves to enhance the whitening capabilities of the product and keeps OMO front of
mind. The design uses clever graphics and common everyday objects to inject an element of humour into the
communication surrounding laundry - which is definitely a task that many of us would like to enjoy a bit more!
©2011 The Lounge Group / theloungegroup.com
Lounge view/
OMO differentiates itself from other
washing powders with a stunt that gets
people talking and drives WOM. The
simple but clever design maximises the
opportunity for reinforcement of the
product benefit using a ‘smile in the mind’
mechanic to elevate an everyday product
into something with personality.
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4. Creative/
The playful bench
Click here
to check out
the video/
Architectural firm MAPT are behind the development of the first interactive
bench; one that invites you to experience urban areas in a dynamic way.
‘The playful bench’ looks like any other ordinary bench but it changes colour
and pattern as people pass by, luring them to play.
The bench offers different games. One is calm and art based, simply displaying different colours which move
as you touch the benches surface; others are more playful and require exertion for example the bench is lit
up by a barcode scale as you run past it, the faster you move the more the light accelerates.
©2011 The Lounge Group / theloungegroup.com
Lounge view/
MAPT have worked to create a piece of
work that encourages a more considered
use of urban space. As a backlash to
the current climate we have seen many
brands using the act of play, and reminders
of childhood fun to allow consumers to
escape their daily grind. This is a great way
to change mind-sets and set consumers
thinking off on a different course.
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5. Digital/
Turning your supermarket
shop into a symphony
Leo van der Veen has created an iPhone app that lets you scan any barcode
(EAN or UPC) and convert it into a melody. The app will interpret the scanned
lines of the barcode as different notes depending on the number they represent.
The idea is to make the supermarket more exciting, the website states: “imagine walking into a supermarket
filed with thousands of tunes to discover and unlock”. The vision of a ‘supermarket symphony’ could soon be
realised as we use our weekly shops to create sweet music, or at the very least create a buzz in the aisles as
shoppers generate sounds that are coincidently reminiscent of a supermarket jingle. The app also allows you to
share the barcodes you most enjoy listening to on Facebook. Here at The Lounge we’re wondering what sounds
best; baked beans, toothpaste or loo roll?
©2011 The Lounge Group / theloungegroup.com
Click here
to check out
the video/
Lounge view/
As we highlighted in our recent ‘discovery’
trend report, sound branding seems to
be on the rise. This app has obvious
implications for retail through the linking of
product and content, creating a whole new
approach to the activation of a free iTunes
download with purchase.
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6. Packaging/
The ‘never wasted’ bag
Lee Jeans is offering its consumers the ‘Never Wasted’ shopping bag, which can
reincarnate into a number of things after being used as a container for taking
purchases home. The creators of the bag wanted to develop packaging that
would be able to fulfil multiple tasks and encourage re-use.
The bag is made of several components that can be extracted from the bag after it’s not needed in its original
form any longer. One ‘Never Wasted’ paper bag includes cut-outs that can be used to create entertaining
items such as a snakes & ladders board game, a ‘do not disturb’ sign and spare shoelaces.
The Never Wasted packaging, that is retailed with Lee products in shops across India, has been so popular
that the original limited run had to be increased.
©2011 The Lounge Group / theloungegroup.com
Click here
to check out
the video/
Lounge view/
Whilst this item doesn’t solve the problem
of sending paper to landfills, it does
deliver a message, encouraging
consumers to see old things with new
eyes. There is also the opportunity to
create a longer-term bond with the
consumer if branded items such as these
are reincarnated rather than destroyed.
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7. Experiential/
Location based gaming
for commuters
Chromaroma is an immersive online/offline platform that transforms the
daily commute into a game. The site syncs with your Oyster card, mapping
visualisations of your journeys around London.
You can join one of four virtual teams of commuters around the city and help a team ‘win’ stations. The RFID
of your Oyster card acts as a virtual check-in when you swipe it at the station - the team with the most swipes
at a station ‘wins’ it.
Another similar example is Koroni-na Seikatsu Plus (a Japanese competitor to Foursquare) that has recently
collaborated with the Japanese Metro system. The game uses built-in GPS to award players points for visiting
places where a certain item or clue is virtually located as they travel the subway. Once they piece together
threads of information or stories from these they are awarded with virtual prizes and incentives.
©2011 The Lounge Group / theloungegroup.com
Click here
to check out
the video/
Lounge view/
GPS and RFID games transformation of
the mundane daily commute are great
examples of ‘Third Life’ - the blurring of
boundaries between digital and ‘real life’.
Whilst the games have huge success
in offering commuters distraction and
entertainment they could be elevated to a
new level by interacting more closely with
user’s daily activities and movements to
offer locally relevant rewards.
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8. trendreport#2
a lounge group
trend report on
making the
mundane fun
This month’s theme of ‘making
the mundane fun’ is all about
engaging consumers by building an
experience around the less fun parts
of their lives and making them more
enjoyable as a result.
This includes the following:
Using a ‘smile in the mind’ mechanic to inject
humour and interest into the banal
Engaging with consumers increasing
awareness of ‘gamification’ culture to
encourage productivity via reward
Adding unexpected interest that allows
consumers to change their behaviour for the
better - whether that be for self-improvement,
time maximisation or even to help their
surrounding environment
For consumers: Time saving services are
common. If there is a shortcut or simplification
process that exists, many consumers will have
not only embraced but implemented it. The
issue is not all ‘task’ time can be eradicated and
it encroaches on time for personal enjoyment.
If you combine this with consumers’ continuing
desire to be entertained at all times, there is a
clearly identifiable need for the maximisation of
fun whenever, and wherever possible.
For brands: Brands that help generate better dayto-day experiences of mundane activities will not
only be appreciated but will also stand out. As a
result of offering an alternate approach, they are
more likely to be remembered and the experience
will be retained for a longer period of time.
It’s easy to be passionate about the things we
love, but helping consumers to find passion in the
mundane, monotonous, day-to-day tasks that we
all have to do is a great way to engage them and
really standout in a crowded market.
We’re a creative communications
agency with a network of
10,000 consumers at our heart.
And we’re passionate about
understanding their world and
connecting with them in the right
way. If you’d like to know more
about how we do it, email
sara.gil@theloungegroup.com or
call her on 020 7940 4381.
theloungegroup.com