Daily nuggets of inspiration from the good folk
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Meat Pack in Guatemala already had a reputation for offering special discounts on their limited-edition trainers from the likes of Adidas, Puma and Nike – but they wanted to develop a new and innovative campaign that would take their customers by surprise. (Cheers, Jamie)
So, they created ‘Hijack’ – an addition to their already popular smartphone app, which uses GPS technology to recognise when one of their customers was entering a rival store.
By stepping inside the rival store, customers triggered a special discount for the Meat Pack store, with a catch. The discount started at 99% then decreased by a percentage with every second that passed – causing the visitor to sprint to the Meat Pack store instead, as quickly as possible. Sneaky? Yes. Clever? Very!
Struggle to finish books or reluctant to try new authors? Then take note of a new invention by Argentinean publishers Eternal Cadencia: a book written in disappearing ink.
El Libro que No Puede Esperar (The Book That Can’t Wait) comes in sealed packaging. As soon as you start to turn its pages, the book begins to age, giving readers less than two months before the words fade into nothingness.
While it might sound like a needless irritation, the publishers feel strongly about boosting excitement about real (not digital) books and encouraging readers to try new authors. It might sound like something from Harry Potter, but disappearing ink is coming to a bookshelf near you!
Korean company ‘E-mart’ recently placed innovative 3D QR code sculptures throughout the city of Seoul. These smart sculptures could only be scanned between 12-1pm each day – giving consumers access to discounts during the quieter shopping hours.
Dubbed the ‘Sunny Sale’, the QR codes directed consumers to a dedicated homepage, which featured special offers and coupons. Consumers could purchase these items online then have them delivered to their doors, for a clever and convenient shopping experience.
Shopping for furniture can be a challenge because you generally can’t try before you buy. So, Droog, a Belgian furniture brand, has teamed up with Gallery Sofie Lachaert to offer a solution – by way of two branded apartments in Ghent, Belgium, where people can test-drive the furniture for a night or more before buying, or not.
The flat-for-two includes a dining area, lobby, gym and library all fitted out with Droog furniture and design objects. While there, customers can visit the Droog Webshop through iPads placed in the apartments and learn more about the stuff around them. If visitors feel like taking anything they see back home, they can order a product with just one click, and it arrives the next day.
ASDA, Penguin Books and the estate of author Roald Dahl want to add reading to the breakfast menu of children in Britain.
ASDA plan to reproduce short excerpts from Dahl’s most famous books (eg Charlie and the Chocolate Factory, The BFG) on the back of 10 million boxes of their own brand cereal. Penguin Books hopes these excerpts will inspire kids to seek out the full-length versions of the stories.
The MD of the publisher says: ‘with anxieties about school budgets being cut and libraries closing, we need to find different ways to get books in front of children, especially those growing up in households that don’t read.’
If the campaign works, the publisher hopes to partner with more supermarket chains.