Trends in human mobility

Trends in human mobility
and how to mobilise your brand

1

From Mobility to Meta Mobility

Prepared for Client Co Name Project Name or Code Name 23 March 2012 Confidential 2

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

hunt socialize migrate
to feed in order to to a better
the tribe reproduce climate


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

new opportunity = new risk


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


So, what has
changed today?
Technical and human evolution, science and
technologies have progressively changed
the how we think about mobility.

7

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

The Meta Mobility Context

9

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


We have identified 4 central tensions

change stability
anywhere somewhere
outer centricity inner centricity
seamlessness experience


change stability
Culture of instant, Culture of slow, enduring
ephemeral and new and timelessness

Renewal, novelty, constant Step back to refocus, take
change and evolution the time for things
Time distortion and redefinition Unchanged good moments
are precious


Manifestations | change vs. stability
Instant Slow

Fast virtual shopping Fast & fresh on the go Slow Movement Neighborhood delivery
Home Plus (Tesco) in Fast & natural food chains Starting with Slow food, a Increasing number of small
Korea allows to fill a see no slowing down. Fresh concept that continues to food businesses prefer to
shopping basket from an ingredients with a short life appeal to consumers and create a stronger link with their
interactive wall in the have become synonym of restaurant owners. – and now consumers and to deliver only
metro station. The healthy food far beyond, with more than in the neighborhood in a
shopping is directly 500.000 entries on Google sustainable way (bicyle,
delivered home as quickly under slow movement, electric car or bike etc). Very
as your metro ride. praising life at a slower pace. A popular in UK and France
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
Instant Slow

Coca Cola light, SNCF – Rayban Never Hide – Schweppes –
interactive outdoor ad mistery box tomato battle Slow motion ad
A talking ad that reacts to A misterious travel box Savoring the preparation as All the details that slow motion
the situation and speaks placed in Palais Royal, Paris much as the moment. allows to capture
directly to the person with a red botton in the
http://www.youtube.com/watch http://www.youtube.com/watch
passing in front middle, asking people if they
?v=iSZ9AcR0KdM ?v=pRFfJJjLpqw
could leave right now where
http://www.youtube.com/w
would they go...
atch?v=h46CGH-
0r5I&feature=player_emb http://www.youtube.com/watc
edded h?v=94MvHBmlEHI


Ephemeral and always renewing Enduring and enriching

Pop up … Mobile, temporary structures Long term urban shifts Luxury cathedrals
Stores, brand corner Re:START’s shipping crates Greener cities – close up of big Luxury brands create
shops, restaurants, bars, converted into retail centers in highways to recreate urban / glamorous and sophisticated
hotels….everything is New Zealand pedestrian space, huge structures for their flagship
temporary, changing success in San Francisco and stores, these places become
places and never lasting Shipping containers converted ongoing in many US cities shopping (and visitors)
in its original form into student houses in the destinations, they also host art
Multiplying city symbols: giant
Netherlands and in Canada galleries, restaurants to drive
projects by world renown
even more traffic
architects to raise cities”
prestige and to attract more
visitors


Ephemeral Enduring

T-Mobile – Hermes – Chrysler – Imported Hermes –
dance flash mob Scarf Pop Up store from Detroit campaign a tribute to Craftsmanship
The very concept of flash A pop up shop and exhibition How to retrace a city’s history, The 2011 “contemporary
mobs is to focus on the for scarf tying and stylizing - with high and lows and craftsman since 1832”
present, to point a precise lesson and photo sessions. generate a sense of belonging campaign
moment in time and and pride
« les mains d’Hermes »Short
disappear right after
http://www.youtube.com/watch movie celebrating Hermes’
http://www.youtube.com/w ?v=SKL254Y_jtc craftsmans, their savoir faire
atch?v=VQ3d3KigPQM which is passed by one
generation to the next one and
their passion for hand made
perfection.


Now Timeless

Twit before you think Fast fashion cycles The power of celebration Coca Cola 125th
broadcasted anniversary
The thirst for giving & Fashion changes faster than Very traditional events like the FMCG are now part of our
getting always new news ever, we can follow it by royal wedding continue to shared culture and brands like
might be dangerous checkign the raise and fall of attract viewers but today they Coca Cola have made a big
fashion icons, the fashion faux- can benefit from a large media fuzz around their anniversary,
Unappropriate twits pas and short fashion life coverage: It has been seen with a tremendous amount of
provoke strong reactions cycles worldwide from hundreds of events, communication, PR
and grow a gap between millions people, and it broke all etc in every country
fashion designers and previous online live stream
their brands, like for records..
Stefano Gabbana or
Kenneth Cole


Now Timeless

Citroen DS3 – McDonald’s – Chanel, summer 2011 Tiffany campaign
anti retro campaign come as you are campaign campaign
http://www.youtube.com/w A pan European campaign Celebration of real life moment After all. After the dance, after
atch?v=sht9EJ05x0Y focusing on proximity with that become mythic – eg the cake, after today, after
consumers across their sharing meals, pic nic tomorrow a Tiffany diamond
multiple facets ring timeless perfection forever
after.
Hold on. A Tiffany celebration
ring captures your feelings for
all times.
http://www.youtube.com/watch
?v=Ec6DIh1OSo4&feature=fv
wp&NR=1


anywhere somewhere
Culture of On-the-go Culture of real and one
journey and global place experience and local

Easy access to global and Emphasis and importance of
virtual cultural landscape the place and moment
Nowhere and everywhere Looking for local specificities
Place and space don’t matter Place comes first


Manifestations | anywhere vs. somewhere
Everything On-The-Go One Place, One Time Experience

Health apps Life organisation New tourism goes extreme Nectar & Pulse –
Many health applications Services like mobile me and Including visiting places that Your local soulmate
are launch to help people Google Calendar allow you to have been affected by
monitor and diagnostic organise your life in a seamless catastrophes A selective of creative and
their own health. Many of integrated way, syncing the info The site of the worst nuclear edgy individuals giving their
them are based on iPhone across all of your digital accident in history will be a own perspective and tips on
and Android systems. devices. new tourist attraction, the their cities to get a more
Ukrainian government immersed and typical
announced. The area around experiences.
Chernobyl is scheduled to
open to visitors next year.


Brand communications | anywhere vs. somewhere
Everything On-The-Go One Place, One Time Experience

LG GW620 Subway - No more Lonely Planet – The North Face –
Ad promoting the new LG queuing for Sandwich Friends of Friends Never Stop Exploring
GW620 Smartphone Subway now enables you to Lonely Planet developed an The North face advertising
embodided as an order your sandwich by text so application on Facebook to and brand positioning about
everyday friend that helps you don’t have to wait help you contact friends of one time experiences in the
make the world more friends that live in a specific best mountain spots around
familiar. area of the world that you’re the world
http://www.youtube.com/w about to visit. That way you’re
atch?v=tDcwcRA_43k sure to discover the place with
locals for a more immersed
experience.


Journey Destination

Nexpedition – Couch Surfing Phantomcity.org – A Rendez-vous
a custom-made Smartphone app on en terre enconnue
Couch surfing has grown so
MYSTERY TRIP based rapidly because it embodies a futuristic places in New York A TV show that proposes to a
on your travel sign revealed as you visit the site celebrity to go somewhere and
new way of travelling where the
share the life, traditions,
travelling experience itself is
A collection of visionary culture of local people
You find travel sign, we somehow more important than
architectural projects for New
build you a mystery trip, the actual destination.
York City which are unlocked
we reveal your itinerary
one by one when users of the
day by day, you have an
app visit the site.
amazing adventure


Journey Destination

Renault Scénic – Bacardi Mojito Cup Le Petit Futé Easy Jet
le tour du monde des The tourism guide brand has Like most low cost airlines,
4th edition of the Bacardi Mojito
lapins cretins Cup, a world tour of bars to
launched a tourist guide Easy Jet advertising focuses
specifically on fair trade on the destination, and how
http://www.youtube.com/w host a contest around mojito
tourism little expensive it is to get there
atch?v=yYG6AiiJgfQ cocktails


Global Local

City uniformity World live concerts Fetes de voisins Landshare for people who
want to grow their own food
High street of major cities Concerts of singers like Celebrating life in the
all over the world tend to Rihanna or Lady Gaga are neighborhood. People participating at a
look alike, as major global seen on live stream from fan community level e.g. shared
brand rapidly establish all across the world. allotments, Channel 4’s
over the world landshare scheme (UK)


Global Local

Nike + Human Race Apple WWDC Starbucks – community Carrefour market
Nike organizes once a Apple has managed to create a service program
As counter trend vs going to
year a 10Km race that real global event, seen by
Starbucks has created in the the hypermarkets outside
take place simultaneously people worldwide, out of the
US and Canada the town, big hypermarket chains
in major cities in the 5 company’s annual worldwide
community service program, are getting back to the city
continents developers conference.
which sponsors actions in center focusing on proximity,
favor of the local communities. with smaller stores and
These actions are brought to advertising showcasing the
life by Starbucks employees store salespersons.
and are open for others to join.


Outer centricity Inner centricity
Culture of Hyper connectivity Culture of selective relationship
and community empowerment and self protection

Networking & connection Emphasis and importance of the
Embrace a wide and open place and moment
communitarian world Looking for local specificities
Place comes first


Manifestations | outer centricity vs. inner centricity
Hyper connectivity Selective relationships

Fans records The power of numbers Quit Facebook day Emerging mini-clubs and
Media keep celebrating Initiatives to convince people clandestine restaurants in
Groupon, My major company,
fans records, reaching
My fab… offer possibilities to
to quit Facebook denunciating megacities recreating a
hundreds of millions. the superficiality, the time
change the rules, the game of sense of familiarity and
Justin Bieber, Rihanna… consuming and the privacy
negotiations thanks to the coziness
violation of the giant
potential number of persons
involved Derrière is a restaurant built
into an apartment, with no
public visibility. It works on
word to mouth to preserve an
intimate ambiance.


Brand Communications | outer centricity vs. inner centricity
Hyper connectivity Selective relationships

Fans recruitment The power of numbers Trading fake friends against Giving more power to close
reductions in real places friends and family
Recruiting and thanking What seems difficult to achieve
fans has become an issue becomes possible with a large Incitation to erase friends on The SNCF provides small
to develop contact points. support. Starbucks offer to Facebook to gain free intimate groups with the
Heineken is thanking its create jobs when politics have whooppers when visiting a capacity to plan a trip and
one million fans by giving difficulties to do so restaurant access special prices
them real hugs with
hostesses in bars.


Manifestations | outer centricity vs. inner centricity
Community Empowerment Self Protection

Celebrating Street Food Social Media empowering Gated communities Do It Yourself
in San Francisco instant real life massive
gatherings The need to protect oneself Autonomy for health,
La Cocina, the San and to fell less exposed to economical, and originality
Francisco Street Food others that are different. (personalised) reasons keeps
Food trucks becoming meeting
Festival is an incubator Controlling space and access rising in every field :
points across the city – relayed
kitchen for low-income as a physical guaranty. construction, food, clothes,
to Twitter feeds, people follow
and immigrant cosmetics…
them and are aware as to
entrepreneurs who have when and where they are
the drive to set up their settled.
own food businesses. An
innovative way to keep
street food alive


Brands Communications | outer centricity vs. inner centricity
Community Empowerment Self Protection

Michel et Augustin – Nike - 10-km run organized Domino Pizza – Footavatar Nissan Quashqai Urban
Join the cow on October 2nd 2011 by Proof - Among the others
Multi-identity as a way to
association Nike in the center of Paris empower people to better but protected from them
Creating occasions to Open to everyone escape from social pressure
meet, participate and Free training sessions Being able to benefit from the
support projects that make organized once a week some urban stimulation without the
sense to improve local life. time before the actual run tensions of the contact with an
The Cow association was Gather Parisian around a anonymous crowd.
created by Michel & healthy and fun event
Augustin Also a new way to discover
their own city


seamlessness experience
Culture of control and Culture of unleashed
design of our lives and individuality

Seamless living Real life celebration
Being free of constraints Personal life choices
Easy life Discovery of unexpected


Manifestations | seamlessness vs. experience
Control Unleashed

Personal concierge An application for Disorienting art Outdoor cinema in Paris –
service Smartphones that enables Anthony Gormley’s Blind Light ‘Le cinéma au clair de lune’
consumers to immediately piece blinded visitors with fog
‘Consider it Done’ to create a disorienting A cinema festival taking place
concierge service - buy a know whether a product is experience in summer and enabling both
‘timebank’ of 8 hours per good or not to discover different places
month for £295 (UK)
within the city, from
It give access to an analysis Montmartre to Montsouris,
and scoring service for food from place des Fêtes to place
products made by des Vosges, and the occasion
professionals and enables to to (re)discover some of the
know everything about them in classic or more contemporary
order to make the right movies using Paris as decor.
choices: presence of OGM,
dangerous additives, allergens,
hydrogenated fats…


Brands Communications | seamlessness vs. experience
Control Unleashed

E. Leclerc – RATP – Red Bull - extreme sports Yves Saint Laurent –
qui est le moins cher ligne 1 campaign sponsorships L’homme libre campaign
Leclerc launch the smart Moving towards more Red Bull has grown over time The new male fragrance by
phone application & web automatism in the metro a very specific territory by Yves Saint Laurent called “the
site functioning – automatic lines creating and sponsoring major Free man”. The ad stages a
“quiestlemoinscher.com” without driver and barriers on extreme sport events around man dancing freely in New
that allow consumers to keys to ensure trains are on the world. York’s streets. It incarnates a
check and compare the time. rambling, serene and goal-free
price of products across type of freedom.
all major supermarket
brands.


Manifestations | seamlessness vs. experience
Modeling your identity Build your real identity

Nail design Multi-identity Hobbyism Increasing your
real capacities
Play, personalize, Empowering oneself to better Real life experiences that can
experiment, change…. escape from social pressure enrich our personal
Egocentric feeling of power is
From the most creative via the use of multiple virtual development like hobbies,
changing the game. Doping is
patches solutions to the profiles classes, ongoing language
already big and physical
latest color trends, like learning…
prosthesis as well as
yellow, military green or
technological ones arrive.
blue that are available
even from the most
established make up
companies


Brands Communications | seamlessness vs. experience
Modeling your identity Build your real identity

Garnier – Yves Rocher – tous les Dove – Make up forever – not
evolution of style gestes de beauté campaign Real Beauty retouched
Garnier has launched a a new campaign for Yves Dove Real Beauty campaign Make up forever proudly calls
very successful online Rocher in 2011 that focuses on celebrates every woman’s own out in the latest campaign “you
advertising that retraces a day in a life of each woman, beauty and personal look are looking at the first
the evolution of style for showing how the brand can unretouched make up ad.”
men and for women accompany every beauty
across the last 50 years moment.

http://www.youtube.com/w
atch?v=IrySJ4dJwBc


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…


Drivers and macro
trends of Meta Mobility

40

meaning focus empowerment acting out

Creative Hyper Reality Human Cyborg Play the Journey
Adventurer

Authentic Experience
Deep Experience Destination Home Urban Survivor

Selective
Communities Localism Portfolio Mobility

Human Battery

Mobile Office


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 films
4. The Oswald Boateng collection for SS12 updates the colonial explorer for the modern catwalk
5. 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 like
2. 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 life
4. 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 it
can 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 fashion
2. 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 together
3. 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.


Meta Mobility is a new,
holistic and comprehensive
model of mobility


For more information, please contact Cécile Gorgeon, Director
c.gorgeon@added-value.fr

To watch the webinar contact Marina Cozzika, PR
m.cozzika@added-value.fr

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 m.cozzika@added-value.fr.


Thank you


Trends in human mobility

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