Written Word Speaks Volumes for the Brand

New research suggests that ’likes’ and clicking links online are not enough to ensure long-term sales. Brands need to get people typing comments and more involved with content if they are to turn them into actual customers.The consumers who most actively use branded social media content are the ones most likely to maintain a relationship with those brands in future, claims new research for Marketing Week.

Seventy-eight per cent of people visiting and interacting with a brand’s Facebook page are likely to continue the relationship by visiting its website or considering it for purchase. Just thirty-four per cent of the people who say they are unlikely to interact with a brand’s social media presence on Facebook are likely to do the same.With the role of social media under question, Starcom MediaVest Group’s strategic development director Jim Kite explains: “The deeper the interaction with social media, the greater the likelihood of moving the consumer from enquiry to brand preference.”

The research draws on a study using a representative sample of 6,000 regular Facebook, YouTube and Twitter users in June. They were asked to spend several minutes interacting with content on brands’ Facebook and YouTube pages in product categories where they had already registered an interest. Respondents were asked to participate in activities requiring a range of involvement, from watching videos, posting comments, playing games and following brands on Twitter or tweeting about them.

The study claims that it is not just being aware of brands on social media platforms that leads people to continue that relationship or buy goods. It is the level of interaction or “doing something” with branded content that has a bearing.

To read the full article visit Marketing Week.

Royal Welsh College of Music and Drama by BFLS

BFLS - the award-winning international architectural practice, have designed the Royal Welsh College of Music and Drama in Cardiff, Wales. A description from the leading architect describes the building, its functionality and its beauty:

"The Royal Welsh College of Music & Drama is Wales’ national conservatoire. The winning design of an international design competition, the project includes three performance and rehearsal spaces, teaching rooms, studios and library facilities and is set in a Grade I listed Royal Park.

The design focuses on the core needs of the school community, namely an acoustically magnificent collection of performance and learning spaces which encourage and motivate the buildings’ occupants. Designed from the outside in, each performance space is conceived as a separate building. The drama building forms a new façade and the recital hall sits amongst the woods adjacent to the existing building. These elements are unified by a single floating roof. The new entrance to the college opens out on to stunning views over Bute Park and an arcade forms a new spine linking the whole functioning as exhibition space for the Design & Costume Department, whilst doubling as the ‘lungs’ for the scheme as its natural stack effect ventilates the public spaces.

The building will achieve BREEAM ‘Excellent’ by incorporating sustainable solutions; a green roof, natural ventilation and ground source heating and cooling."

To read more about the project and to see alternative images please visit Contemporist.

Liquid Space at Lumiere UK 2011

‘Lumiere‘ is an exhibition which will illuminate Durham’s historical buildings, streets and bridges for four nights in November; including a special exhibition of the interactive light artwork ‘Liquid Space‘.

LIQUID SPACE 6.0 is an interactive space that becomes physically bigger, smaller, and brighter in relation to human behavior. As an organic fusion of mechanisms, embedded electronics, sound, and LEDs, the artwork creates a playful dialogue with its visitors.

The first version of LIQUID SPACE 6.0 premiered in Japan as a commission for the Yamaguchi Center for Arts and Media. The project’s behavior evolves in relation to its visitors, creating a sensual coexistence. It can now be enjoyed across the city of Durham over four spectacular days.

Lumiere 2011 Artichoke, 17-20 November, Durham UK. To find out more about the exhibition, including a programme of events as well as places to stay please visit www.lumieredurham.co.uk or plusMOOD.

Image courtesy of Daan Roosegaarde

Mini poster sites for a mini series

To promote Channel 4's new series 'Seven Dwarves' twenty miniature billboards were placed in various locations around London. Complete with working lights each was a perfect scale model of a 48-sheet poster site.

The sites announced the launch of the new series however they appear to have been very popular as all 'disappeared' very quickly, but what a great idea!

Concept and design by 4Creative
Photographer Gary Salter

Three Classic Social Media Campaigns

Having challenged the office to think of some classic social media and viral campaigns we have chosen three that have their made their mark over the past few years and made us laugh. What do you think?

1.  Evian - 'Roller Babies'
A classic integrated campaign that featured babies break dancing and roller skating to Rapper's Delight. Now with almost 50million views of YouTube and several other spin off videos including interviews - a global success story. Oh, and very funny!

Click here to view    





2.  Old Spice - 'Smell Like a Man, Man'
Isaiah Mustafa had already become popular in the Old Spice TV ads but this was extended when a campaign was created that allowed him to interact with the audience, responding to questions via online videos and Twitter. The campaign quickly spread around the world creating a new life for the Old Spice brand proving that customer interaction is key to successful social media campaigns.  

Click here to view











3. Office Max - 'Elf Yourself'
This US office supply retailer has been 'elfing' people around the world for five years. Transforming customer's faces into dancing elves. The result of the first campaign was 122 million elves and great brand awareness. And they have continued the tradition each year since. Great fun and created a spin off business, Jib Jab. Get ready for 2011 Season.

Click here to view

Heineken asks young designers for nightclub of the future

What will the nightclub of the future look like? That's the question posed by Dutch beer company Heineken, which has selected 19 of the world's most promising young designers and briefed them to come up with their dream club, the best of which will go on show as a 'pop-up' nightclub at next years Milan Furniture Fair.

Launched earlier this year, Heineken Open Design Explorations Edition 1: The Club auditioned hundreds of promising designers, eventually selecting the best 19 from four countries - Japan, Brazil, USA and Italy. The chosen designers have now been put into groups, each of which will a present a design for a new nightclub concept.

The nineteen selected designers, who come from motion deign, graphic design, product design and interior design backgrounds, all demonstrated a love of nightlife and an exceptional level of creativity. Yukihiro Shoda, a motion designer from Tokyo, shared his enthusiasm at being selected saying, 'The project has given me an exciting opportunity to work with designers from across the world and from other disciplines. The collaboration element will allow each of us to really explore our potential, and the input from consumers is something that will help inspire me to push my ideas to new levels.' Graphic designer Sandra Garcia Pagola from of New York City said, 'To present the conclusions of our journey during Milan's famous design week is an unbelievable opportunity for any designer. I feel really lucky that Heineken has created this opportunity and selected me alongside the other designers to showcase our work on such a revered global stage.'

To follow the designers and read the full article visit The Interior Design Blog.

Future Memory Pavilion

A new installation by Asif Khan and Pernilla Ohrstedt was unveiled last week as the platform for promotion of British architects and designers, culminates. The Future Memory Pavilion comprises of two cones stretching up to eight meters high and 20 meters in diameter. Made of ice and sand, the cones are formed using concentric ropes, that taper the structure. Typically for Khan and on par with the Future Memory programme the form is designed to morph with passing time, as the ice melts and trickling water erodes the sand structure. Visitors are also encouraged to interact to represent the human impact on the environment. Ultimately both cones melt away. The manner in which the cones disappear is intended to provoke visitors to reflect on issues of climate and urban development. The Pavilion’s creators, Khan and Ohrstedt, drew their inspiration from Singapore’s history.

The Future Memory was created by Royal Academy of Arts and British Council. To read more about The Future Memory Programme please go to Blueprint online.