1. Meaningful Advertising: Pervasive Advertising in the Experience Economy Peter van Waart, Rotterdam University of Applied Sciences Ingrid Mulder, TU Delft Workshop Betekenisvol Ontwerpen in de Stad Rotterdam, 13 november 2009

2. no escape from advertising? nobody wants to escape from meaningful advertising! meaningful advertising ?

3. experience human values meaning brands, advertising

4. [email_address] Experience

5. What is Experience? [email_address] Experience = Erlebnis Meaningful Experience = Erfahrung

6. The Experience Economy Pine & Gilmore, The Experience Economy , 2000. Illustration: niculina@flickr.com

8. Human values [email_address]

10. Mentality® Motivaction Value-based segmentation in brand strategy

12. Find your soulmate through matching brans

13. Meaning

16. Meaningful brands, meaningful advertising Collected by Martien Heijmink

17. buy adds sell more products make profit TV industrial complex Advertising in the era of TV distribute products S. Godin. Purple Cow . 2005. persuasive advertising

18. Advertising in the era of Experience Economy meaningful advertising human values brands meaning

20. Meaningful pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis, in: Schifferstein et al., 2008

23. Example: intellectual interaction Being creative, distinct from masses

24. Example: emotional interaction Gust bowl Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003. Mothers and sons emotional connection

25. Example: physical interaction Gestural interfaces empowering brand experience Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009

26. Nike+ and iPod as meaningful brand technology

28. The end and the beginning of meaningful advertising!