Trends in human mobility

11

Trends in human mobilityand how to mobilise your brand

Prepared for Client Co Name Project Name or Code Name Confidential23 March 2012 2

From Mobility to Meta Mobility


huntto feedthe tribe

socializein order to reproduce

migrateto a betterclimate

During prehistory, mobility was a very simple and basic notion…a matter of life and death.


new opportunity = new risk

Mobility opened up new worlds of opportunities, generating new challenges and risks at the same time.


Mobility meant

‘move further and

evolve’ to survive


In the stone age, Mobility was a

linear and bi-dimensional notion:

a concept related to space and time

77

So, what has

changed today?

Technical and human evolution, science and technologies have progressively changedthe how we think about mobility.


Mobility empowers

human beings

Creating a multi-dimensional

and multi-faceted world

Redefining our relationship

with time, space and ourselves

Driving us to an era of

Meta Mobility

99

The Meta Mobility Context


What is Meta Mobility ?

� Meta Mobility is not about just about being hyper mobile

� It’s not just about using technology to access information on the

move

� Meta Mobility is a dynamic and holistic way of understanding how

consumers view the challenges and opportunities of an

increasingly mobile society

� Meta mobility is about the tensions that are created between our

incredible desire for empowerment and our natural inclination for

moments of truth and authenticity and simplicity


change stability

anywhere somewhere

outer centricity inner centricity

seamlessness experience

We have identified 4 central tensions


change stabilityCulture of instant,

ephemeral and new

Culture of slow, enduring

and timelessness

Renewal, novelty, constant change and evolution

Time distortion and redefinition

Step back to refocus, take the time for things

Unchanged good moments are precious


Manifestations | change vs. stability

Fast virtual shopping

Home Plus (Tesco) in Korea allows to fill a shopping basket from an interactive wall in the metro station. The shopping is directly delivered home as quickly as your metro ride.

Neighborhood delivery

Increasing number of smallfood businesses prefer to create a stronger link with theirconsumers and to deliver onlyin the neighborhood in a sustainable way (bicyle, electric car or bike etc). Verypopular in UK and France

Instant Slow

Fast & fresh on the goFast & natural food chainssee no slowing down. Freshingredients with a short life have become synonym of healthy food

Slow Movement

Starting with Slow food, a concept that continues to appeal to consumers and restaurant owners. – and now far beyond, with more than 500.000 entries on Google under slow movement, praising life at a slower pace. A senior manager at IBM even launched the slow email movement. After “In praise of slow” Carl Honoré launched a new book called “Under Pressure” at the origin of the slow parenting movement.


Brand communications | change vs. stability

Coca Cola light,

interactive outdoor ad

A talking ad that reacts to the situation and speaks directly to the person passing in front

http://www.youtube.com/watch?v=h46CGH-0r5I&feature=player_embedded

Schweppes –

Slow motion ad

All the details that slow motion allows to capture

http://www.youtube.com/watch?v=pRFfJJjLpqw

Instant Slow

SNCF –

mistery box

A misterious travel box placed in Palais Royal, Paris with a red botton in the middle, asking people if they could leave right now where would they go...

http://www.youtube.com/watch?v=94MvHBmlEHI

Rayban Never Hide –

tomato battle

Savoring the preparation as much as the moment.

http://www.youtube.com/watch?v=iSZ9AcR0KdM



Pop up …

Stores, brand corner shops, restaurants, bars, hotels….everything is temporary, changing places and never lasting in its original form

Luxury cathedrals

Luxury brands create glamorous and sophisticated structures for their flagship stores, these places become shopping (and visitors) destinations, they also host art galleries, restaurants to drive even more traffic

Ephemeral and always renewing Enduring and enriching

Mobile, temporary structures

Re:START’s shipping crates converted into retail centers in New Zealand

Shipping containers convertedinto student houses in the Netherlands and in Canada

Long term urban shifts

Greener cities – close up of big highways to recreate urban / pedestrian space, huge success in San Francisco and ongoing in many US cities

Multiplying city symbols: giant projects by world renown architects to raise cities” prestige and to attract more visitors



T-Mobile –

dance flash mob

The very concept of flash mobs is to focus on the present, to point a precisemoment in time and disappear right after

http://www.youtube.com/watch?v=VQ3d3KigPQM

Hermes –

a tribute to Craftsmanship

The 2011 “contemporary craftsman since 1832” campaign

« les mains d’Hermes »Short movie celebrating Hermes’ craftsmans, their savoir faire which is passed by one generation to the next one and their passion for hand made perfection.

Ephemeral Enduring

Hermes –Scarf Pop Up store

A pop up shop and exhibition for scarf tying and stylizing -lesson and photo sessions.

Chrysler – Imported

from Detroit campaign

How to retrace a city’s history, with high and lows and generate a sense of belongingand pride

http://www.youtube.com/watch?v=SKL254Y_jtc



Twit before you think

The thirst for giving & getting always new news might be dangerous

Unappropriate twitsprovoke strong reactionsand grow a gap betweenfashion designers and their brands, like for Stefano Gabbana or Kenneth Cole

Coca Cola 125th anniversary

FMCG are now part of ourshared culture and brands likeCoca Cola have made a bigfuzz around their anniversary, with a tremendous amount of events, communication, PR etc in every country

Now Timeless

Fast fashion cycles

Fashion changes faster thanever, we can follow it by checkign the raise and fall of fashion icons, the fashion faux-pas and short fashion life cycles

The power of celebration broadcasted

Very traditional events like the royal wedding continue to attract viewers but today they can benefit from a large media coverage: It has been seen worldwide from hundreds of millions people, and it broke all previous online live stream records..



Citroen DS3 –

anti retro campaign

http://www.youtube.com/watch?v=sht9EJ05x0Y

Tiffany campaign

After all. After the dance, after the cake, after today, after tomorrow a Tiffany diamond ring timeless perfection forever after.

Hold on. A Tiffany celebrationring captures your feelings for all times.

http://www.youtube.com/watch?v=Ec6DIh1OSo4&feature=fvwp&NR=1

Now Timeless

McDonald’s –

come as you are campaign

A pan European campaign focusing on proximity with consumers across their multiple facets

Chanel, summer 2011

campaign

Celebration of real life moment that become mythic – egsharing meals, pic nic


anywhere somewhereCulture of On-the-go

journey and global

Culture of real and one

place experience and local

Easy access to global and virtual cultural landscape

Nowhere and everywhere

Place and space don’t matter

Emphasis and importance of the place and moment

Looking for local specificities

Place comes first


Manifestations | anywhere vs. somewhere

Health apps

Many health applications are launch to help people monitor and diagnostic their own health. Many of them are based on iPhone and Android systems.

Nectar & Pulse –

Your local soulmate

A selective of creative and edgy individuals giving their own perspective and tips on their cities to get a more immersed and typical experiences.

Everything On-The-Go One Place, One Time Experience

Life organisationServices like mobile me and Google Calendar allow you to organise your life in a seamless integrated way, syncing the info across all of your digital devices.

New tourism goes extreme

Including visiting places thathave been affected by catastrophes The site of the worst nuclear accident in history will be a new tourist attraction, the Ukrainian government announced. The area around Chernobyl is scheduled to open to visitors next year.


Brand communications | anywhere vs. somewhere

LG GW620

Ad promoting the new LG GW620 Smartphone embodided as an everyday friend that helps make the world more familiar.

http://www.youtube.com/watch?v=tDcwcRA_43k

The North Face –

Never Stop Exploring

The North face advertising and brand positioning about one time experiences in the best mountain spots around the world

Everything On-The-Go One Place, One Time Experience

Subway - No more

queuing for Sandwich

Subway now enables you to order your sandwich by text so you don’t have to wait

Lonely Planet –

Friends of Friends

Lonely Planet developed an application on Facebook to help you contact friends of friends that live in a specific area of the world that you’re about to visit. That way you’re sure to discover the place with locals for a more immersed experience.



Nexpedition –

a custom-made

MYSTERY TRIP based

on your travel sign

You find travel sign, we build you a mystery trip, we reveal your itinerary day by day, you have an amazing adventure

Rendez-vous

en terre enconnueA TV show that proposes to a celebrity to go somewhere and share the life, traditions, culture of local people

Journey Destination

Couch Surfing

Couch surfing has grown so rapidly because it embodies a new way of travelling where the travelling experience itself is somehow more important than the actual destination.

Phantomcity.org – A

Smartphone app on

futuristic places in New York

revealed as you visit the site

A collection of visionary architectural projects for New York City which are unlocked one by one when users of the app visit the site.



Renault Scénic –

le tour du monde des

lapins cretins

http://www.youtube.com/watch?v=yYG6AiiJgfQ

Easy Jet

Like most low cost airlines, Easy Jet advertising focuseson the destination, and how little expensive it is to get there

Journey Destination

Bacardi Mojito Cup

4th edition of the Bacardi Mojito Cup, a world tour of bars to host a contest around mojito cocktails

Le Petit Futé

The tourism guide brand has launched a tourist guide specifically on fair trade tourism



City uniformity

High street of major citiesall over the world tend to look alike, as major global brand rapidly establish all over the world

Landshare for people who

want to grow their own food

People participating at a community level e.g. shared allotments, Channel 4’s landshare scheme (UK)

Global Local

World live concerts

Concerts of singers likeRihanna or Lady Gaga are seen on live stream from fan across the world.

Fetes de voisins

Celebrating life in the neighborhood.



Nike + Human Race

Nike organizes once a year a 10Km race thattake place simultaneouslyin major cities in the 5 continents

Carrefour market

As counter trend vs going to the hypermarkets outside town, big hypermarket chains are getting back to the city center focusing on proximity, with smaller stores and advertising showcasing the store salespersons.

Global Local

Apple WWDC

Apple has managed to create a real global event, seen by people worldwide, out of the company’s annual worldwidedevelopers conference.

Starbucks – community

service program

Starbucks has created in the US and Canada the community service program, which sponsors actions in favor of the local communities. These actions are brought to life by Starbucks employees and are open for others to join.


Outer centricity Inner centricityCulture of Hyper connectivity

and community empowerment

Culture of selective relationship

and self protection

Networking & connection

Embrace a wide and open communitarian world

Emphasis and importance of the place and moment

Looking for local specificities

Place comes first


Manifestations | outer centricity vs. inner centricity

Fans records

Media keep celebrating fans records, reaching hundreds of millions. Justin Bieber, Rihanna…

Emerging mini-clubs and

clandestine restaurants in

megacities recreating a

sense of familiarity and

coziness

Derrière is a restaurant built into an apartment, with no public visibility. It works on word to mouth to preserve an intimate ambiance.

Hyper connectivity Selective relationships

The power of numbers

Groupon, My major company, My fab… offer possibilities to change the rules, the game of negotiations thanks to the potential number of persons involved

Quit Facebook day

Initiatives to convince people to quit Facebook denunciating the superficiality, the time consuming and the privacy violation of the giant


Brand Communications | outer centricity vs. inner centricity

Fans recruitment

Recruiting and thanking fans has become an issue to develop contact points. Heineken is thanking its one million fans by giving them real hugs with hostesses in bars.

Giving more power to close

friends and family

The SNCF provides small intimate groups with the capacity to plan a trip and access special prices

Hyper connectivity Selective relationships

The power of numbers

What seems difficult to achieve becomes possible with a large support. Starbucks offer to create jobs when politics have difficulties to do so

Trading fake friends against

reductions in real places

Incitation to erase friends on Facebook to gain free whooppers when visiting a restaurant


Manifestations | outer centricity vs. inner centricity

Celebrating Street Food

in San Francisco

La Cocina, the San Francisco Street Food Festival is an incubator kitchen for low-income and immigrant entrepreneurs who have the drive to set up their own food businesses. An innovative way to keep street food alive

Do It Yourself

Autonomy for health, economical, and originality (personalised) reasons keeps rising in every field : construction, food, clothes, cosmetics…

Community Empowerment Self Protection

Social Media empowering

instant real life massive

gatherings

Food trucks becoming meeting points across the city – relayed to Twitter feeds, people follow them and are aware as to when and where they are settled.

Gated communities

The need to protect oneself and to fell less exposed to others that are different. Controlling space and access as a physical guaranty.


Brands Communications | outer centricity vs. inner centricity

Michel et Augustin –

Join the cow

association

Creating occasions to meet, participate and support projects that make sense to improve local life. The Cow association was created by Michel & Augustin

Nissan Quashqai Urban

Proof - Among the others

but protected from them

Being able to benefit from the urban stimulation without the tensions of the contact with an anonymous crowd.

Community Empowerment Self Protection

Nike - 10-km run organized

on October 2nd 2011 by

Nike in the center of Paris

Open to everyoneFree training sessions organized once a week some time before the actual runGather Parisian around a healthy and fun eventAlso a new way to discover their own city

Domino Pizza – Footavatar

Multi-identity as a way to empower people to better escape from social pressure


seamlessness experienceCulture of control and

design of our lives

Culture of unleashed

and individuality

Seamless living

Being free of constraints

Easy life

Real life celebration

Personal life choices

Discovery of unexpected


Manifestations | seamlessness vs. experience

Personal concierge

service

‘Consider it Done’ concierge service - buy a ‘timebank’ of 8 hours per month for £295 (UK)

Outdoor cinema in Paris –

‘Le cinéma au clair de lune’

A cinema festival taking place in summer and enabling both to discover different places within the city, from Montmartre to Montsouris, from place des Fêtes to place des Vosges, and the occasion to (re)discover some of the classic or more contemporary movies using Paris as decor.

Control Unleashed

An application for

Smartphones that enables

consumers to immediately

know whether a product is

good or not

It give access to an analysis and scoring service for food products made by professionals and enables to know everything about them in order to make the right choices: presence of OGM, dangerous additives, allergens, hydrogenated fats…

Disorienting artAnthony Gormley’s Blind Light piece blinded visitors with fog to create a disorienting experience


Brands Communications | seamlessness vs. experience

E. Leclerc –

qui est le moins cher

Leclerc launch the smart phone application & web site “quiestlemoinscher.com” that allow consumers to check and compare the price of products across all major supermarket brands.

Yves Saint Laurent –

L’homme libre campaign

The new male fragrance by Yves Saint Laurent called “the Free man”. The ad stages a man dancing freely in New York’s streets. It incarnates a rambling, serene and goal-free type of freedom.

Control Unleashed

RATP –

ligne 1 campaign

Moving towards more automatism in the metro functioning – automatic lines without driver and barriers on keys to ensure trains are on time.

Red Bull - extreme sports

sponsorships

Red Bull has grown over time a very specific territory by creating and sponsoring major extreme sport events aroundthe world.


Manifestations | seamlessness vs. experience

Nail design

Play, personalize, experiment, change…. From the most creative patches solutions to the latest color trends, like yellow, military green or blue that are available even from the most established make up companies

Increasing your

real capacities

Egocentric feeling of power is changing the game. Doping is already big and physical prosthesis as well as technological ones arrive.

Modeling your identity Build your real identity

Multi-identity

Empowering oneself to better escape from social pressure via the use of multiple virtual profiles

Hobbyism

Real life experiences that canenrich our personaldevelopment like hobbies, classes, ongoing languagelearning…


Brands Communications | seamlessness vs. experience

Garnier –

evolution of style

Garnier has launched a very successful online advertising that retraces the evolution of style for men and for womenacross the last 50 years

http://www.youtube.com/watch?v=IrySJ4dJwBc

Make up forever – not

retouched

Make up forever proudly calls out in the latest campaign “you are looking at the first unretouched make up ad.”

Modeling your identity Build your real identity

Yves Rocher – tous les

gestes de beauté campaign

a new campaign for Yves Rocher in 2011 that focuses on a day in a life of each woman, showing how the brand can accompany every beauty moment.

Dove –

Real Beauty

Dove Real Beauty campaigncelebrates every woman’s ownbeauty and personal look


Consumers are constantly

stretched between the

tensions depending on the

moment and need.


They switch and mix:

they sometimes act one way,

sometimes another…

In this context, it becomes

more difficult for brands to

catch their attention


From tensions to opportunities: how to

mobilize brands considering

consumer’ s ambivalent and somehow

paradoxical approach to mobility?


We have identified some macro-trends

related to the mobility tensions to give an

inspiring reading of our current

environment

Food for thought for brands to act on…

4040

Drivers and macro

trends of Meta Mobility


meaning

� Creative Adventurer

� Deep Experience

� Selective Communities

� Human Battery

focus

� Hyper Reality

� Destination Home

� Localism

empowerment

� Human Cyborg

� Urban Survivor

� Portfolio Mobility

� Mobile Office

acting out

� Play the Journey

� Authentic Experience


Meaning | Creative Adventurers

The return of the classic explorer in the modern world, but now they seek creative inspiration instead of colonial conquest. Aided by a new information age creative people are embarking on bold new adventures to seek out inspiration around the world but also in the unknown around us.

1. Allegra Mcevedy founder of LEON set out on a real adventure presented in true 19th century explorer style. 2. Abandoned Places is an example of a prominent trend to explore the hidden parts of our cities Palladium boots

have sponsored a number of short films about this also.3. Rapha, luxury cycle wear designers have brought aesthetics to functional clothes and sponsored the

Rapha Continental, epic rides across the U.S.A, producing beautiful films4. The Oswald Boateng collection for SS12 updates the colonial explorer for the modern catwalk5. The sculptural installations at Centre Culturel Suisse in Paris by the Chappuisat brothers aim to put visitors the position of being an explorer.


Meaning | Deep experience

People are tired of a passive existence. They are seeking deeper more human experiences in all parts of their lives. Particularly when they travel, why stay in a hotel when you can stay in a beautiful house and meet interesting new people?

1. A library in British Columbia has started to lend out real people as texts. The Living Books are borrowed by users, who have 45 minutes in which to explore their thoughts, memories and experiences.

2. The Umbrella Project leaves umbrellas around the City of York, free to use and drop off, each bearing a telephone number. Each caller is asked a question and the answers are compiled into soundwalks. “It’s about strangers, storytelling, and the murmurings of a city.”

3. Hands up holidays is an award winning new company that specialises in providing holidays that combine sightseeing, relaxation with real philanthropy.

4. Orange do some good app: Enabling people to do bite – size volunteering. Turning a spare 5 minutes into an opportunity to make a difference.


Meaning | Selective communities

Increasing social closeness; gaining more control of social mobility in order to create more meaningful social relationships online. Counter to the cold anonymity of other online social experiences.

1. Tatebuds is a dating site that allows people to make connections based on the music that they like2. Meetup is a social platform that focuses on helping people arrange meetups for people who share interests with them, for anything you like, from

dating to a discussion about history to a visit to an art gallery. 3. Google+ has innovated in the social networking world by allowing people to organise the different circles in their social life4. Pinterest is the latest digital sensation – a community people to share images of things they care about and are passionate about.


Meaning | The Human Battery

The energy created and stored in the human body is being seen as a viable source of future power. By harnessing this potential energy, the power needed by each individual can be provided by the individual themselves.

1. Providing a guilt-free night out, eco-minded not-for-profit Magnificent Revolution are creating events like Cycle-In Cinema showing films run on the pedal-power of viewers.

2. The nPower PEG kinetic energy generator ensures that your mobile will always have life. By shaking the peg, the device transforms your kinetic energy into a usable charge

3. Stockholm Central Station, which is Sweden’s biggest, has started harvesting body heat from the 250,000 people passing through the station daily. Body heat from the train station is being used to heat a nearby office building.

4. Pavegen takes the ‘power of you’ to new heights, generating immediately usable energy from the kinetic force of footsteps.


Focus | Hyper reality

Whole new worlds created for people to become fully immersed within. Being a passive audience member is not an option, and viewers are expected to participate in their own entertainment, transforming themselves into key players and experiencing new levels of stimulation.

1. Punchdrunk’s collaboration with Stella Artois- Black Diamond- saw audience members invited to a party in 1960’s Paris and then each swiftly become the protagonist in a terrifying heist story.

2. Pottermore offers Harry Potter fanatics an online reading experience immersing them in the world of Hogwarts. They get to join a school house, select a wand, practise spells and are able to share and contribute to the stories they love.

3. Booktrack synchronises music and sound effects to the text of an e-book. The sounds are automatically paced to the users reading speed and adds a new dimension to the experience of the story.


Focus | Destination home

Rather than venturing out to spend time in faceless places, people are increasingly opting to use the home as a space for entertaining - be it their own, a friends, or a stranger’s living room. The comfort, warmth and intimacy of this experience make it an extra special venue.

1. Boilerroom.tv organises exclusive club nights that are broadcast live via their website providing viewers an opportunity to experience a live music event in the comfort of their own home.

2. Songs From a Room gives people the opportunity to perform and experience intimate, unusual gigs – often in a secret living room.3. “During the acts nobody talks, everyone listens - creating the most intimate and spellbinding atmosphere.”4. Professional chef Frank Hannon delivers restaurant quality food to enjoy at home. Customers can suggest meals via email or his blog and he

delivers them to their homes on a Friday evening. It allows individuals a budget option for gourmet dining.5. Amateur chefs and foodies of all kinds are opening up their homes as restaurants for paying guests. These rare, dinner party-style Supper Clubs

bring strangers together for intimate evenings of lovingly prepared food.


Focus | Localism

The strong connection people are feeling to their local areas –the streets, neighbourhoods, and shops around them.

They are willing to stand up for them and willing to change their behaviour to protect and support them, and to keep them flourishing.

1. Local areas all over the world are creating their own currencies, such as the Lewes Pound or Kansas City Barter Bucks, designed to support small businesses. Money is exchanged for the community currency and can only be used in local independent shops.

2. I Love Soweto is a creative collaborative project by the youth of Soweto, Johannesburg. It’s all about making the people of Soweto proud of their hood. The suburb campaign was sponsored by Thesis Concept Store

3. Every Block enables people to discover more about their neighbourhoods and neighbours. They can share news, exchange ideas and arrange real life meetings. It’s a way of getting to know and improve the local community.

4. The Brixton Cornercopia is a restaurant and shop that only sells ultra-local food - from local growers and artisan makers, or sourced from Brixton market. It celebrates “the abundance and diversity of ingredients available on the doorstep.”


Empowerment | Human cyborgs

We are already heavily augmenting our bodies and we don’t realise quite how reliant we have become. Our phones navigate for us and structure our lives so we don’t have to. We monitor and enhance our bodies too. Soon even cars will be part of our bodies, controlled by our very thoughts.

1. From being the preserve of explorers and the military GPS software is now on millions of telephones worldwide. We no longer need to know where we’re going or how to get there, our phone will learn for us.

2. Oscar Pistorius, known as Bladerunner, has become an icon of athleticism and done much to normalise prosthesis, being the first amputee runner to complete in mainstream athletics

3. Jawbone UP is a new product that monitors your life, your activity, your sleep and allows you to collect this information in your telephone. 4. Canadian film maker Rob Spence lost an eye and had it replaced with a camera which he has used to make films. 5. Autonomos is a pioneering technology from Germany that aims to allow drivers to control their car with only the power of thought.


Empowerment | Urban Survivors

There is a sort of hipster survivalism that is fascinating the young and dissatisfied. Discussions about your essential belongings and the role of outdoor clothing in fashion indicates an emerging identity about being always ready to move and survive in the simplest way.

1. The burning house and Everyday carry are two of a number of blogs in which people submit the belongings they consider to be their most essential

2. Archival clothing started as a blog and has blossomed into its own brand taking its inspiration from outdoor clothing from the past they are one of a number of brands to pioneer this sort of frontier aesthetic.

3. Best made is a New York brand which makes incredibly well made, incredibly premium axes. They have successfully turned these utilitarian objects into items of fashion and aesthetics as well as function.


Empowerment | Portfolio Mobility

People are moving on from a car-centric transport life and incorporating public transport, bicycles, hire cars, electric cars and so on into their own personal transport portfolios.

1. The bicycle has become ubiquitous in day to day travel in cities across the world. Enhanced by hire services like Velib and London’s Barclays Bikes.2. Small electric vehicles for short trips in the city are only going to grow in popularity – one more string to the bow of those seeking mobility. 3. Flexible car rental like ZipCar and now Autolib in Paris mean that you don’t need to own transport to be mobile. People can juggle different vehicles for

different needs seamlessly. 4. In the future Minority Report style autonomous travel pods and the next generation of high speed trains are going to make only add to our options.


Empowerment | Mobile office

There is no longer any dead space, almost every moment of our days can be made productive as wi-fi and 4g connectivity move towards ubiquity and mobile devices become ever more functional.

1. The proliferation of mobile devices have ensured that where once travel time was the reserve of the crossword and the book itcan now be as productive as any other part of our working day.

2. With Siri for the iPhone Apple has finally made voice recognition work, you can organise your schedule even whilst you drive. 3. Websites like Lets meet and work, which collects café’s with wifi in London, though simple, represents the current flexibility of

working environments available. 4. Cloudon is an app for iPad which promises to give you full access to the Windows platform via the cloud. 5. Even trains, and aeroplanes are now providing increasingly high speed wi fi to their customers. Soon there will be no where

that you can hide from the office!


Acting out | Play the journey

Part of the larger ‘gamification’ trend our journeys are now becoming leisure. Our position and our movement can get us points, prizes and status!

1. Topshop SCVNGR is a gaming app for students. Players must earn points by completing a series of shopping related challenges online and receive prizes or discounts for their efforts.

2. Chromaroma turns the entire London transport system into a game board - using oyster cards to award players points based on where and how they travel. Players are awarded more points for getting to a destination quicker, off peak travel as well as using more eco friendly forms of transport.

3. Pepsi Loot is a great example of a brand tapping in this to trend to create an engaging brand experience for their consumers, and keeping up with them as they move through their busy lives.

4. A real life zombie movie. A terrifying night-time street game with 500 players where the aim is to survive a night in the city without becoming a zombie. If the blood-spattered actors don’t reach you, you win – and can celebrate with a wild, zombie-themed disco.


Acting out | Authentic Experience

People are seeking ways to maintain local simple experiences in a fast moving modern world. Getting outside and doing ‘real’ things instead of going to the gym, socialising online and so on.

1. The Tweed Run is an event occuring in cities across the world were vintage enthusiasts gather together to take a cycle ride in authentic old fashion2. Timeshare Backyard In NY opens up space for friends to get together in a city where its hard to come by pieces of outdoor space for friends and

communities to come together3. The Green Gym initiative encourages people to get outside and work together. Expertly led community environmental projects allow people to meet

each other and tackle physical jobs in the outdoors – benefitting their local areas as well as their bodies.4. Diesel brings the experience of Facebook offline. Participants wear their statuses and meet their commenters, face to face.5. Art project Snail Mail My Email will handwrite your emails and send them the old fashioned way, complete with doodles or a lip-sticked kiss.

5555

Key take-outs


Meta Mobility is a new,

holistic and comprehensive

model of mobility


For more information, please contact Cécile Gorgeon, Director [email protected]

To watch the webinar contact Marina Cozzika, PR

[email protected]

Disclaimer : The images in this presentation are for research purposes only and to help visualize the points made. Every effort has been made to obtain permission to use these images and they remain the property of their respective owners. If the owner of any of these images wishes them removed, please contact [email protected].


Thank you

Trends in human mobility

Business

Transcript of Trends in human mobility