out of the box :: The awesome world of digital

Audi: Start. Stop.

Audi’s new energy saving technology stops the engine when you stop at the lights. They wanted an interesting way of getting this idea out there. The Audi Stop-Start app takes the same thinking and applies it to a smartphone. The app shows the user what other apps are open and allows them to close them to save the energy of their phone. Simple, smart and energy efficient. Nice one Audi.

Durex Fundawear

Digital advertising needn’t be about finding another channel to spread your message, and only a handful of brands are truly realising this. Big brands such as Nike have innovated the space with products such as Nike+ and Fuel band, giving people new ways to experience the brand ethos through digital forms. And now we are seeing Durex experiment in the space too.

‘Fundawear’ is the first of a series of Durexperiments. It’s a new line of underwear that allows your partner to control the vibrations through a mobile app. Perfect for couples over long distance, or just those that want something a bit different. It’s not just advertising, but a new product innovation, brought to you by a brand. I am excited to see what other products come out of the Durexperiements, let’s hope they innovate as much as this one.

Audi R8 - Screenshot the car

I think this has to be the first ad I’ve seen using the everyday iPad feature of the screenshot. It’s a feature all iOS users know well, but by making it the interaction for the ad is a genius touch. The car speeds through the ad at blistering pace and only the most experienced screen-shotter can capture it.

The clever bit? Every shot the user is taking is saved to their photo library as a constant reminder of the new R8’s break-neck speed. Pretty cool.

SCION GhostGlass

This is a really nice use of a ‘Microsoft Surface’ style environment. Visitors to the SCION stand at the recent motor show were given special ‘GhostGlass’ cards. These then became keys within their environment, interacting with the elements around them. Place them atop touch screen tables and see interactive content and video. Shoot video up to the big screen or play games with friends.

The really interesting part is how the cards reveal special messages and passwords around the stand simply by holding them up to specially created stickers. Nice.

Heineken create the bottle of the future

It appears Heineken have been doing some really nice stuff in the activation space of late. But this re-imagining of the simple bottle is a touch of genius. Taking cues from technology such as Disney’s ‘Glow with the show’ or Coldplay’s very own ‘Xyloband’, these bottles light up in a number of ways. Firstly, they ignite with light every time you take a sip. Secondly, they illuminate in time to the music in unison.

It’s a fantastic way of bringing people together in a club environment and a really clever way to enhance the drinking experience. I can’t wait to see these out and about.

Recalling 1993

When the Museum of New York wanted to promote it’s new exhibit focussing on a specific period in New York history, they needed an idea that would cut through. How could they raise awareness of this time in a new and innovative way? The idea was to use the only relic still alive on the streets from this period, the payphone. They turned every payphone in the city into a time machine.

By dialling 1-855-FOR-1993 from any payphone in the city, people were treated to an audio clip from someone recalling a story on that street at the time. This localised content, making it relevant to the street you’re standing on and really bringing you closer to the stories. This is a great use of an old medium as a promotional tool, and a really clever way to make people emotionally connect with history.

The HP PhotoBall

Brands are always on the hunt for new ways to connect with brands through sponsorship, especially at festivals, where there can be a sea of brands all shouting for attention. So what did HP do at this years Planeta Terra in Sao Paolo? They created the ‘PhotoBall’, a huge blow up ball that was unleashed on the crowd at the main stage. It was equipped with an HD camera and Wifi Antenna so it could beam photos in real time.

The magic bit? People could visit the HP photobooth at the festival to get a printed photo of them playing with the ball. They could also tag themselves online. It’s a unique and interesting way to record the festival from a new angle, a really nice way to showcase the printing capabilities of HP, and a fantastic way to reward participants with something tangible at the end of the experience. Nice work HP, love it.

Audi bring scalextric to life through digital

Lovely activation to launch the new A3. The huge custom-built track allowed three people to race a scale model of the A3 round a scalextric track, all controlled by their iPad. The onboard cameras allowed the racers to see what it was like to actually sit behind the wheel and the video it created could then be shared on their social networks. I can’t believe something like this has not been done already?!? Nice execution.