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Ideas

5 Cool Things

By: Rohan Tambyrajah
11-05-2012
5 cool things, Ideas, SXSW, Video
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PlaceMe

I’ve written about the next wave of Social, Location, Mobile (SoLoMo) apps that came out of SXSWi12 before. They are ambient and uninitiated, unlike a Foursquare or a Facebook places, which require a user action to check in. Whilst Highlight, Glancee (who Facebook have just bought to help evolve their mobile offering) and Sonar all fit strongly in this category, nothing is quite as pervasive as PlaceMe – the first app that really brings the auto check to life. Instead of declaring yourself somewhere, PlaceMe is always on, recording and publishing where you are, wherever you go. Too much? Let the founder talk you through app and how it functions. It’s not worth sticking through the whole 30mins, but the demo is worth a watch. Whilst this is intrusion on an unprecedented level, the richness of personal data it gathers could inform targeting and personalisation in a much more meaningful way. For example, it could give you advance traffic warnings knowing that you take the same route back from work every week.

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5 Cool Things

By: Rohan Tambyrajah
04-05-2012
5 cool things, Ideas
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Intel Smart Sensors

Cities are about to get ‘smarter’. Much like the Internet of Things, which has been well written about, Smart Sensors are all about injecting connectivity into objects. Intel have developed a range of sensors that track motion, weather, air quality and, more relevant for us, what they are calling the ‘life management’ sensor. Also dubbed the ‘marketing sensor’, it will gather data from user behaviour in the real world and use this as fuel for targeted advertising. They are currently trialling them in petrol stations in Brazil, where the sensors communicate with computers in cars to look at last tire rotations and engine needs to feed digital outdoor formats for the likes of Pirelli and Castrol.

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Maslow’s Hierarchy of Needs and How Social Media Fulfil them

By: Sara Marques
02-05-2012
Content, Ideas, Our Thinking, Social Media
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Social Media has substantially revolutionised the way we communicate and interact globally, as well as the way we fulfil our social needs.

Abraham Maslow was an American psychologist that proposed a theory in 1943, called Maslow’s Hierarchy of Needs. He used the terms Physiological, Safety, Belonging, Esteem and Self-Realization to describe which motivations are more important to us and to what extent. The more fundamental and basic needs are at the bottom of the hierarchy. The following infographic shows how we can relate the most popular Social Media platforms to Maslow’s social needs.

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4hrs 40mins is actually not a long time

By: Martin Greenbank
23-02-2012
Ideas, Our Thinking, Our work
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Our new Eurostar campaign has just started, highlighting that city centre to city centre the new London to Amsterdam route only takes 4hrs 40mins. Whilst this may initially appear a long time there is an interesting implied behaviour economics concept at work here.

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Social Media Demystified

By: Elkie Brooks
17-01-2012
Ideas, Social Media
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Nice little infographic giving some general rules of thumb you might apply for where to post a social media update. The folks at Linkedin might not like the suggestion that if a post isn’t awkward for your boss but is boring, Linkedin is the right destination – but there is some logic in that! Or if you are not addicted to Likes then Twitter’s the call. There’s flaws all over the logic here, but we just thought it was clever – and a bit funny.

Elkie Brooks
Marketing Manager

That idea is… Good, Great, Genius? What’s the difference?

By: Seth Ball
16-01-2012
Ideas, Planning
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At Arena we’re always looking to find new ways to display, manipulate and understand data and feed that into our planning process to create the best ideas and campaigns we can.

This is why we found the recent post by David McCandles on information is beautiful, the Taxonomy of Ideas.  The Taxonomy which is shown below tries to put a framework around the language we use for ideas and display the difference between a nice and a brilliant idea.

Whenever planning a campaign or strategy everyone is.. or at least should be aiming for the holy grail of the top right corner.  However I would say that most times ideas tend to end up the mirky middle ground of interesting, early and occasionally silly.

It would be interesting to follow a campaign from an initial idea through development and execution to see if people’s opinions of it change.  How many times in agencies does an idea start out genius but on further investigation turn out to be impossible (at least within the budget or timeframe) and then get adjusted and end up being just good instead.

The one thing this doesn’t cover and we are all striving for is how to regularly come up with those moments of Genius, here’s hoping that is in the final version.

Seth Ball
Senior Analyst

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