Advertising Billboard provides Fresh Drinking Water

In Lima, Peru, the University of Engineering and Technology has teamed up with a media owner to create a billboard that captures moisture from the air and converts it into filtered drinking water.

Advertising Billboard provides Fresh Drinking Water

Lima is set in Peru’s coastal desert which receives almost no rainfall every year, causing a chronic shortage of potable water. Air humidity, on the other hand, hovers around 98 percent.

The water billboard – on the Pan-Am Highway – includes an air filter, condenser, carbon filter and tank. It captures 9,450 liters every three months, enough water for hundreds of families.

UTEC wanted to solve a real societal problem but also to inspire young applicants to its engineering program – and applications to UTEC have gone up 28 percent this year.

BRAND UTILITY

Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

For the same budget and energy expended on traditional advertising, many brands are instead creating things that are more tangible, useful and reusable, and that play a more integral part in the consumer’s life.

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KLM Must See Map combines social media with print

Travelling can be a difficult endeavor, especially when your guidebook is borrowed from a friend of a friend and the top 10 restaurants listed no longer exist.

KLM MUST SEE MAP

KLM Royal Dutch Airlines wants to help globetrotters out with its new social media campaign, ‘Must See Maps — made by friends’. The concept basically takes what travelers have done since before the internet existed – ask friends for recommendations – and gives it a digital and social twist.

How it works: on the Must See website, users create a map of their chosen destination, link this to their social media pages (Facebook, Twitter) and then ask friends and followers for tips on where to go. KLM will then print a physical copy of the map and mail it to the user … all for no monetary cost.

No such thing as a free map, though. What KLM gets in return is powerful friend to friend propagation, and valuable customer data for its Social and CRM efforts.

With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one.

VIRTUAL TO ACTUAL

Brands and designers are increasingly creating physical assets that enhance or embody the virtual digital lifestyle so consumers can enjoy a tactile and tangible object alongside the digital.

Marketing for Movie “Stoker” Produced Entirely from GIFs

GIFs – an acronym for “Graphics Interchange Format” – are short, animated computer images that have gained massive popularity with consumers. With social sites like Tumblr and Twitter’s Vine being home to numerous user-generated movie GIFs, they are now being adopted by marketers. This week, Fox Searchlight launched an all-GIF promo for their new movie Stoker.

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Directed by cult Korean filmmaker Park Chan-wook, Stoker is a mystery thriller starring Nicole Kidman. As letters play a large part in the plot, Fox Searchlight set up the microsite ‘Letters To India‘ where visitors can see exclusive GIF animations from the movie.

Each GIF can be shared on Facebook, Twitter, and Tumblr, and the site is regularly updated with new exclusive content. The studio also decided to craft a TV spot created entirely from GIFs (it broke this week in Adult Swim in the US)

Fox Searchlight aren’t alone: recently Cinemax turned an episode of its new show Banshee into a series of animated GIFs, and last year Lionsgate used an GIF poster to promote its movie The Hunger Games.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

Creating contagious, highly shareable content enables marketers to tap in to the “recombinant culture” phenomenon, wherein consumers take brand-produced content, re-appropriate and remix, then redistribute to their friend networks.

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