Yesterday the local gas station switched out the pumps. There's a really cool screen now and crisp speakers. The gas dispensing process didn't work as smoothly as before but at least there's now room for more media! But alas, Campaign Planning has never been, nor will it ever be, a place to complain or rant so let's focus on the screen and the speakers...
When advertising is forecast out 25 years one of the most dominant parts of that future is the screen. Russell talked about it like this to the Guardian last month:
"Over the next few years we're going to be interrupted by advertising like never before. Video screens are getting so cheap and disposable that they'll be plastered everywhere we go. And they'll have enough intelligence and connectivity that they'll see our faces, do a quick search on Facebook to find out who we are and direct a message at us based on our purchasing history."
Moments like the my Shell station remind us how we're watching this develop before our very eyes...
Next Generation Vending Maching with Touchscreen from SpacePigTV on Vimeo.
One thing I'm thinking a lot about in branding and re-branding assignments is not just developing colors, themes and systems but also to think about five senses platforms that are prepared for the future. Briefs need to encourage this type of output. It shouldn't just be reserved for retail brands.
For instance, what does the back of the logo look like? I've looked at the Coca-Cola logo for 36 years and I've never seen the back. I've only seen the front. Is there a pattern back there? All brands, no matter how small, will live virtually very shortly. Their equities will have the opportunity to present themselves like never before. So what does it sound like? Most brands wait until there's a campaign with a spokesperson, or spokesgecko, and then they just use that. But that may or may not be the brand. In a world of all-surrounding, interactive screens how dynamic can the brand become? First movers will, of course, prosper.