hyper-relevance
Location is one of the most important factors in anyone’s lives. Brands are increasingly realising this, offering products, services and media related to your whereabouts, whether it’s where you live or work or where you are at a precise moment in time. Personalisation is also a central pillar in the hyper-relevance trend. Products and advertising tailored to individuals is an area of huge research and development.
Case studies
-
Starbucks partners with Chinese social media platform to offer personalised songs
Effectively boosting sales, Starbucks in China is promoting its new product by contacting fans through the popular instant messaging service, pushing them mood-enhancing personalised songs.
Examples
Insight
Internet of things will return $14.4 trillion to businesses in next ten years |
Technology still a nascent means of health tracking |
From connected limbs to mother-tracking, M2M is about to boom |
How Brazilians are using Guiato to get deals on the move |
Olympics: five of the most innovative campaigns |
Kevin Sutherland |
Cannes Lions 2012: “The TV revolution is here” - Xbox Live |
Cannes Lions 2012: Facebook reveals why we share |