1. trendreport#1
peelable
bottles,
painting
rainbows,
hidden music
and finding
the future/
a lounge
group trend
report on
discovery This month’s theme of Discovery is all about
prompting consumer investigation, building intrigue
and creating the desire for further understanding.
Whether it’s a ‘peel and reveal’ sampling mechanic, a novel approach
to opening packaging or a journey through interactive alternate gaming,
this month The Lounge examines the topic of Discovery and highlights
the rise of the curious consumer.
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2. Technology/
Location-aware concept
album for Washington park
Click here
to check out
the website/
U.S. band Bluebrain have just released the first music album that changes its Lounge view/
track according to your location. The album “National Mall” is only available as The fact that the tracks are fixed to a
specific area is definitely limiting, but this
an iPhone App, using the phone’s GPS tracker to identify the listener’s location. could be an interesting concept for the
The catch is that the music will only play in the iconic open park at Washington Monument in the USA where “sound branding”, allowing consumers to
hundreds of points have been geo-tagged. Each point plays a specific part of the album, rewarding the listener unlock music and messaging based on
for taking the effort to find them. The music coordinates are fixed and will be the same in ten years from now - their location.
in this sense, ‘National Mall’ is an innovative combination of a regular LP and an audio guide, leading people
to discover areas of the park and the album at the same time.
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©2011 The Lounge Group / theloungegroup.com

3. Trial/Sampling/
Kate Spade Twirl Perfume
Underground Sampling
Kate Spade New York took ‘Peel & Reveal’ to a new level by covering entire walls Lounge view/
in two Tokyo subway stations with peel-off sample cards of their new perfume, Are product samples considered more
Twirl. Passengers needed to peel off the sample cards, with time unveiling Twirl valuable if consumers have to work to
receive them? Catering towards the
print ads hidden beneath reiterating the product message. satisfaction of having received something
Whilst the cards came in a traditional sample format, the activity was designed to activate consumers’ for acting out of curiosity is a nice way
curiosity. As there were no instructions, consumers had to find out themselves what to do or follow others’ lead to engage customers, prompt trial and
increase WOM.
to receive a sample. The concept was inspired by a local Manga magazine which had stuck taster copies to
subway station walls to help promote new issues.
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©2011 The Lounge Group / theloungegroup.com

4. Creative/
Akay’s
Rainbow Robot
Click here
to check out
the video/
Swedish street artist Akay has built a “graphmobile”, or a “rainbow robot” to help Lounge view/
him create his street art. The construction consists of spray cans mounted onto a The rainbow robot is a mobile art
telescopic arm, which is then mounted on a bike cart. installation in itself but bears interesting
potential for brands who want to use the
All he needs to do is stop his bike close to a wall and press a button to make the arm create a 180 degree
power of tagging (with washable paint,
half-circle, leaving a neat, beautiful rainbow on the concrete. The device can be adapted to create any preferably!) to build intrigue and prompt
kind of shape or stencil. Akay says he created this rather complicated technical solution to help him commit consumer investigation in the run up to
“simple acts of vandalism”. It obviously also helps him to quickly move his equipment from place to place. a new launch or campaign activity.
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©2011 The Lounge Group / theloungegroup.com

5. Packaging/
Smirnoff Caipiroska
Peelable Bottles
To introduce three new fruity flavours of Smirnoff’s popular mix drink Caipiroska, Lounge view/
JWT Brazil have created a range of limited edition packaging. The visual and tactile features of this
packaging concept are highly entertaining.
The bottles are sealed in a foil that resembles the texture of the three fruit flavours lemon, passion fruit and This is a really nice way to engage the
berries, and has a diagonal perforation. This way, consumers have to peel their bottle before they get to consumer and reiterate the qualities of the
discover and drink the Caipiroska. The bottles were even shipped in a wooden crate that resembles the way product in the opening ceremony.
local fruit produce is transported in trucks, reinforcing the new product’s fruity flavour benefit.
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©2011 The Lounge Group / theloungegroup.com

6. Experiential/
Find the Future/
The Game
Click here
to check out
the video/
Click here
to check out
the website/
On 20th May 2011, New York Public Library will host a scavenger hunt. It will Lounge view/
give 500 people the chance to roam the building for one night on a quest to A great use of experiential marketing to
‘find the future’, writing an entire book together in one night by solving clues promote a crowdsourced item. Ultimately,
this concept shows how brands can
linked to the archives using their mobile phones and laptops. harness the power of user-generated
‘Find the Future’ is an alternate reality game (ARG) combining on- and offline clues, and the first ARG to content to encourage interactivity both
include crowdsourcing. 100 objects are hidden in the library that gamers must find in order to write about on and off-line.
them. The game’s aim is to produce a book on 100 ways to make history and change the future, inspired
by 100 intriguing works of the past.
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©2011 The Lounge Group / theloungegroup.com

7. trendreport#1
a lounge
group trend
report on
discovery
This month’s theme of Discovery is For consumers long used to (and annoyed by)
all about engaging consumers by what they see as unwanted marketing messages,
having some level of control over how they
prompting curiosity.
interact with content allows them to take on
This can be as simple as the following: board the brand message with genuine interest.
Withholding direction so that consumers have For brands, ensuring that marketing activity
to explore in order to understand how or why allows the consumer to approach things in their
to do something own time removes barriers of intimidation. It also
Building buzz and excitement by teasing allows the opportunity to see just how much time
consumers with drip-fed content and and effort an audience is willing to give to you.
visual clues A discovery-based strategy may make consumers
Generating a marketing strategy that creates a work harder, but take-out is stronger and more
gap in information that the consumer will seize personal as consumers feel rewarded for their We’re a creative communications
agency with a network of
the opportunity to solve efforts and are more engaged as a result. 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