THE OCTOBER ESSENTIAL DIGITAL UPDATE
JOHN LEWIS AND VINE BRING HOMES TO LIFE
For ‘What Matters Most’ John Lewis has extended the impact of their much loved advertising campaigns beyond a creative ad, to encompassing an equally creative social media competition.
John Lewis’ latest insurance ad pitted their emotive style against a traditionally unemotional subject matter: insurance. But creative Simon Lloyd found the common thread in that every possession matters. This message is communicated by using stop-motion animation to ‘bring to life’ the contents of a house, injecting a playful personality into previously inanimate objects.
So what happens when you take a team of 50 clever (and very patient) people and give them three weeks? You get ‘What Matters Most’, a glorious stop motion animation advert, and arguably John Lewis’ most ambitious to date. Watch the full video here, and be sure to give the impressive ‘making of’ a watch here.
Accompanying the ad is a very ‘naturally fitting’ Vine competition inviting users to create their own stop-frame animation video with the app, to be in with a chance to win £1000 John Lewis vouchers. Check out some of the best entries here.
A&E (ARGOS AND EBAY) FOR INTERNET SHOPPING
Consumers have been declared winners in a deal between online shopping site eBay and high street veterans Argos by the companies’ bosses. Consumers will be able to some items purchasable from eBay and collect them from their local Argos store. Argos’ “click-and-collect” scheme is being piloted for six months in around 150 shops.
The move challenges Amazon’s Locker delivery where customers collect their goods from secure passcode protected lockers.
The move should be met well by internet shoppers who currently find their 21st century online shopping hindered by dated, inconvenient home delivery methods. Argos, having pioneered check-and-reserve services in 2000, claim it now accounts for around a third of its business and continues to grow.
‘THE VIRTUALIZER’: A REAL-LIFE STROLL IN VIRTUAL REALTY?
A team of researchers at the Vienna University of Technology, Austria, are tackling the long ‘standing’ issue of marrying real human motion with the mechanics of virtual reality via ‘The Virtualizer’.
Comprimising a low friction platform co-operating with your sock covered feet, a virtual realty headset, and a technical belt connected to framework ‘The Virtualizer’ feeds its user’s movement into a computer. The result is the freedom to explore virtual environments with natural movements, all from the same spot.
Whilst the low friction platform takes some getting used to, the long standing issue of motion sickness-often associated with virtual realty seems to be combatted, having finally aligned a user’s movement and visuals.
Immersive gaming appears to be an obvious destination for ‘The Virtualizer’, with a fitness element a refreshing bonus in gaming. Hoping to reach the market in 2014, the team are eager to see virtual reality spread from research labs to living rooms.
UP, UP AND TWEET AWAY
British Airways has celebrated its new brand campaign, and the arrival of its new Dreamliner 787’s, by staging a unique event: #racetheplane. The concept centres around live races between a physical Dreamliner plane/Airbus A380, and a virtual social media powered ‘Tweetliner’.
On September 19th and 24th Twitter users were invited to mention #racetheplane to @British_Airways, with the tweets fuelling the ‘Tweetliner’. Audiences could watch the race unfold in real time as the Tweetliner first raced the 13:15 Dreamliner flight from London Heathrow to Toronto, Canada, and then raced against the 16:15 Airbus A380 flight to LA. All participants were included in a draw to win five pairs of flights to Toronto. Check out BA’s YouTube page for videos.
A VERY GRAND THEFT
Arguably the biggest release in a month of huge releases was Take Two’s Rockstar Studios game: Grand Theft Auto V. The popular and often controversial game series has been making headlines for all sorts of reasons, from midnight launches, to leaked storylines and early Amazon deliveries breaking retail embargoes. Whilst the recognition of gaming as a serious media equal alongside TV, music and film is no new concept, GTA V’s statistics have underlined the serious money involved in modern gaming.
GTA V is the most expensive game ever made, budgeted at $265 million, (the movie Avatar had a budget of $237 million) with the costly game’s virtual universe intricately packed with content and detail including 15 radio stations with 240 licensed tracks. Undoubtably the most incredible statistics surround sales, GTA V sold nearly 13 million copies on day one, generating more than $800 million in revenue in 24 hours, and in just three days sales have surpassed the $1 billion mark.