Trendone(trendreport) trendone 01 2014

EXECUTIVE TRENDONE TRENDREPORT

CHOOSING SMARTPHONE COLOUR IN PRINT AD

LOUD BEER PROMOTION FOR A FREE TAXI RIDE

01 2014

SITE MONITORS CONVERSATIONS ABOUT TV ADVERTS

EXECUTIVE TRENDREPORT EDITION JANUARY 2014

THE INTERACTIVE FUNCTIONS IN THE EXECUTIVE TRENDREPORT

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TABLE OF CONTENTS

05 BEST PRACTICE ONLINE 11 ONLINE MARKETING %TAB-INAKTIV% 16 SOCIAL MEDIA 21 WEB INNOVATIONS MOBILE 27 MOBILE MARKETING 32 MOBILE SERVICES 37 MOBILE CONTENT

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OUTDOOR & PROMOTION OUT OF HOME SENSATION MARKETING PROMOTION EVENTS

MEDIA 64 MULTIDIMENSIONAL PUBLISHING 69 CONSUMER ENTERTAINMENT TECHNOLOGY 75 EMERGING TECHNOLOGIES 80 RESEARCH & DEVELOPMENT 85 COMMUNICATION TECHNOLOGIES %KATEGORIEGRUPPEBEZEICHNUNG% %KATEGORIEBEZEICHNUNG% %SEITE% 90 MEDICAL SCIENCE

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LIFESTYLE 96 DIGITAL LIFE 101 MODERN LIFE 106 HEALTHY LIFE

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Loud beer promotion for a free taxi ride Making content available locally via iBeacon Site monitors conversations about TV adverts Virtual pleasure via a taste simulator Choosing smartphone colour in print ad

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LOUD BEER PROMOTION FOR A FREE TAXI RIDE The British beer brand Newcastle recently teamed up with the agency Droga5 to promote the beer "Newcastle Cabbie" in a campaign called "No Bollocks", in which late-night revellers in Los Angeles could enjoy a free taxi ride home in a traditional English taxi. A giant megaphone was installed on the roof of the taxi and passengers were encouraged to advertise the beer by speaking into the megaphone. The free ride only came to an end once the passengers ran out of slogans for "Newcastle Cabbie".

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Droga5, USA

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MAKING CONTENT AVAILABLE LOCALLY VIA IBEACON The company Exact Editions plans to use Apple's iBeacons to make publications automatically available at specific locations via apps. The basic idea of "ByPlace" is that cafĂŠs and other locations can subscribe to digital magazines and offer their customers access to them when they are present. This access could be automatic via iBeacons without users having to get their own entitlements. The possibility of being able to make content available digitally and locally could also be an interesting alternative for doctors and hairdressers.

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Exact Editions Ltd., UK

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SITE MONITORS CONVERSATIONS ABOUT TV ADVERTS The analysis platform iSpot.tv now shows advertisers in real time where their TV ads appear and what users on Facebook and Twitter are saying about them. For some time now, the site has already been tracking the broadcasting of adverts on over 80 TV channels and it now links this data with social signals and search queries. This makes it possible to find out information on which channels users watch at what times and what their posted opinions are. This conceptual analysis is then compared to the results for millions of other users.

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iSpot.tv Inc., USA

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VIRTUAL PLEASURE VIA A TASTE SIMULATOR Scientists at the National University of Singapore have developed a taste simulator that imitates the taste of food. The simulator uses an electrode attached to the tip of the tongue. The taste of salty, sweet, bitter and sour food can then be transferred to the tongue with the help of temperature changes. This technology will enable the viewers of cooking shows, for example, to virtually test the meals they see.

What's more, people with diabetes could use the taste synthesiser to simulate sweet sensations without harming their blood sugar levels.

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National University of Singapore, Singapore

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CHOOSING SMARTPHONE COLOUR IN PRINT AD Motorola is promoting its new "Moto X" in the January issue of the magazine WIRED with a full-page ad that enables readers to press a button to adapt the colour of the displayed smartphone to their own taste. This is made possible by paper-thin LED lights integrated into the page, membrane buttons in eleven available colours and a battery.

The issue will only be sold in New York and Chicago at newsstands near the subway, and will therefore reach around 150,000 people which is a third of the magazine's entire readership.

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Digitas, USA

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21 WEB INNOVATIONS

Google+ contents become banner ads

Reduced internet rates for permitted tracking

Turning in-game action into trailers

Plug-in recognises moods based on online activity

Paying with talent

Secure Wi-Fi via airfy router

Storefront based on Pinterest recommendations

Discovery machine for the Internet of Things

Ad blocker from Astra

Unsubscribing from newsletters in a single click

16 SOCIAL MEDIA Giving tips by tweeting Tumblr users activate series finale Buying Leica camera directly on Instagram Impulsive donations via Facebook Auto reply feature for social networks

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GOOGLE+ CONTENTS BECOME BANNER ADS With "+Post Ads", Google is testing a new product that brands can use to turn Google+ content into banner ads that can then be shown on the millions of sites of the Google Display network. These include officially shared photos, videos and entire hangouts. The companies and brands will then be in a position to start a conversation directly via their banner ads. The contents can be commented on by users and shared in their own networks. Users can join hangouts immediately so that a community can be established around the brands.

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Google Inc., USA

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TURNING IN-GAME ACTION INTO TRAILERS Sony is promoting the "Share Button" for sharing games sequences in the new "Playstation 4" with a web app, thus enabling users to turn their in-game actions into a trailer for the shooter game "Killzone Shadow Fall". The application was developed by the advertising agency The Famous Group and BBH New York, and it enables users to select their best gaming moments and connect them in a drag-anddrop process. Afterwards, the result is submitted and checked, and the trailer can then be shared with friends via Facebook and Twitter.

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Sony Computer Entertainment Inc., USA

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PAYING WITH TALENT The Merit Shop project awards products to people who display their talents in videos shared on YouTube or Instagram. So far, such products have included a pair of socks, a kilo of rice and an iPod. They are placed in an online shop and users enter a link to their video when paying. All the entries are checked by the initiators for their artistic value and the goods are sent to the participants with the best videos. Users are free to choose their own topics for the films, although singing and joke-telling are highly recommended.

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The Merit Shop, USA

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STOREFRONT BASED ON PINTEREST RECOMMENDATIONS The American retail chain Target has launched a shopping platform called "Target Awesome Shop" which offers goods based on pictures shared on Pinterest. It collects data on which Target products were pinned most on the image-based network and which received the best customer reviews. Target explains setting up an additional site by being able to use data from several platforms for curating a product range. If the site proves a success, it will be joined by other social networks.

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Target Brands Inc., USA

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AD BLOCKER FROM ASTRA The Hamburg beer brand Astra now offers its fans an ad blocker that replaces banner ads on websites with Astra banners. The "Astra Banner Blocker", developed by Philipp and Keuntje, provides around 20 different images that have been in circulation since 1999. Further images and formats are set to follow. The agency DRID was responsible for programming the blocker, which can be downloaded from the brand's website for Firefox, Safari and Chrome.

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Holsten-Brauerei AG, Germany

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GIVING TIPS BY TWEETING The tea shop Argo Tea from Chicago enables its customers to reward its staff with tweets for their service instead of tips. The staff are paid a Christmas bonus at the end of the campaign based on the number of tweets. All the tweets sent as part of the "GratuiTEA" campaign between 5 and 24 December are first verified and counted, and the waiters are then each given one dollar per tweet. Argo Tea believes that this campaign will highlight and reward the people who ensure that the tea shop maintains a good reputation.

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Argo Tea Inc., USA

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TUMBLR USERS ACTIVATE SERIES FINALE The TV channel Nickelodeon has released the final episode of its comic series "The Legend of Korra" via its online platform, after its trailer was reblogged by over 20,000 Tumblr users. Nickelodeon shared the teaser on its own Tumblr page, and had the action announced by the main female character in the series. She explained that at least 10,000 reblogs were needed in order to activate the last episode at midnight of the same day. After this target was easily reached, the last episode was released on the Nickelodeon platform.

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Viacom Inc., USA

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BUYING LEICA CAMERA DIRECTLY ON INSTAGRAM It's now possible to buy photo cameras from Leica directly via comments in the social photo network Instagram. The transaction takes place via the social media commerce provider Arco.vc. After users have set up a member account and submitted a purchase comment, Arco.vc sends them a confirmation e-mail. As many fashion labels have already used the network for triggering impulse purchases, Leica also now wishes to target Instagram's photo enthusiasts.

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Leica Camera AG, Brazil

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IMPULSIVE DONATIONS VIA FACEBOOK Facebook users can now make donations to charities from within the social network. Similarly to online purchases, the aim here is to benefit from people's willingness to make donations on impulse. A button embedded in the charity's Facebook page and posts can be clicked on to choose a donation. After entering the payment information, users can click on the amount they wish to donate. During the testing phase, this feature will only be available to selected charities, although others can apply to be included in the scheme.

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Facebook Inc., USA

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AUTO REPLY FEATURE FOR SOCIAL NETWORKS The Swedish film streaming platform Viaplay offers a plug-in called "Relaxed" that enables users to automatically answer messages via Facebook or Twitter so that they can relax during Christmas and watch films in peace. As with their e-mails, users can write a personal auto reply message when they are not available. This will then be sent to everyone who contacts them privately or via their Facebook wall or in tweets. The service was specially set up for Christmas but can also be used beyond the festive season to give busy people some moments of peace and quiet.

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Viaplay AB, Sweden

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REDUCED INTERNET RATES FOR PERMITTED TRACKING AT&T has launched its "U-verse with GigaPower" service in Austin and offers an extremely fast internet connection at a reduced rate if users agree to the monitoring of the websites they use. The full price for the 1 Gigabit per second connection is $99, although users of this premier deal will only pay $70 if they take part in "AT&T Preferences".

Their search terms and web protocols will then be used to get to know their preferences, create an interests profile and offer them personalized advertising.

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AT&T Inc., USA

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PLUG-IN RECOGNISES MOODS BASED ON ONLINE ACTIVITY The San Francisco-based start-up Mevoked has developed a browser plug-in that monitors the online activities of children to see if what they do is good for their mental health. The technology is based on research which suggests that the things we look at on the web can indicate emotional states. The software therefore organises posts, search queries and accessed websites into positive and negative categories. A dashboard then shows parents their children's state of mind in the form of emoticons, without revealing the content consumed.

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Mevoked Inc., USA

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SECURE WI-FI VIA AIRFY ROUTER The Munich-based start-up airfy offers Wi-Fi routers that guarantee secure public surfing to both users and providers. All owners of an airfy router can provide free, wireless internet without being liable for any legal infringements by other users. This is possible because airfy accepts liability by itself by setting up a VPN connection between the airfy router and server. Whoever wants to use Wi-Fi can sign up to airfy and will then receive a personal WPA2 key, which uses an airfy router to connect the telephone to the internet.

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airfy GmbH, Germany

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DISCOVERY MACHINE FOR THE INTERNET OF THINGS Developed by the London-based company Umbrellium, a platform called "Thingful" shows on a map the publicly shared data about internet-capable devices as well as their use and users. The aim is to make useful data accessible to both private individuals and developers, who are thus given an overview of the devices being used at specific locations. All the devices displayed on the map provide a link to the Twitter profile of the person or organisation behind them, so that public discussions about the data can be held.

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Umbrellium Ltd., UK

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UNSUBSCRIBING FROM NEWSLETTERS IN A SINGLE CLICK PowerInbox has developed a browser extension called "RemoveMe" that enables users to easily unsubscribe from newsletters they no longer want to receive. After installing the extension, which is available for all conventional browsers, users first have to open up their e-mail service – "RemoveMe" works with Gmail, Yahoo and Hotmail. They can then move their cursor over the newsletter e-mails that can be removed by the service. One click is enough to be forwarded to the corresponding provider's website to complete the unsubscribe process.

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PowerInbox Inc., USA

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37 MOBILE CONTENT

Online marketplace for data credit

VW app generates music to match driving style

Pizza box calls for battle against zombies

QR codes release weapons in video game

Other people's spending behaviour makes you wiser

Tagging real objects

Twitter finds the right users for ads

The iPhone game with popcorn smell

Shopping via Instagram photos

Playfully teaching emotional intelligence

32 MOBILE SERVICES Travel guide from Instagram images App finds ideal places for everyone Indoor navigation uses photo matching Camera uses music to take perfect photos Ring is remote control for smartphone

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ONLINE MARKETPLACE FOR DATA CREDIT China Mobile Hong Kong offers customers the chance to trade their data credit. The provider has set up an online marketplace to allow the owners of LTE rates to publicly offer the data credit they no longer require. Customers who are looking for extra credit can then purchase data packages. The unit of trade is the gigabyte, and one gigabyte costs between 15 and 60 Hong Kong dollars. This is the equivalent of €1.50 to €5.50. The transaction for the buyer and seller is completed at the end of the month via the mobile phone bill.

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China Mobile Hong Kong Company Ltd., China

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PIZZA BOX CALLS FOR BATTLE AGAINST ZOMBIES The New Zealand restaurant chain Hell Pizza offers an augmented reality app that can combine with the company's pizza boxes to create a shooter game. Users of the app have to set up a Hell ID and point their mobile device at the pizza packaging in order to activate the game. The aim of the game is to defend the Hell restaurants against zombies. Players can collect points in their battle with the zombies and the best players are listed on the game's website and rewarded with free pizzas and coupons.

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Hell Pizza, New Zealand

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OTHER PEOPLE'S SPENDING BEHAVIOUR MAKES YOU WISER The start-up Wisely offers a mobile app of the same name that uses real-time analysis of customers' purchasing behaviour to suggest suitable restaurants and stores to people in the right price categories.

The app is currently just for holders of an American Express credit card so that they can use "Wisely" to find places based on popularity, quality or average spendings. The restaurants and stores are then displayed on a map. Users also get the chance to display their purchases so that the statistics can help them understand their own purchasing behaviour better.

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Wisely Inc., USA

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TWITTER FINDS THE RIGHT USERS FOR ADS Twitter has announced the introduction of "Tailored Audiences" for its advertising partners. This will enable companies to display to users promoted tweets on a specific topic that they have also shown an interest in away from Twitter. For example, if a hotel chain wants to target people who have visited its website, it can now do this thanks to "Tailored Audiences". The company simply has to make its potential customers' browser cookie ID available to Twitter so that Twitter can run comparisons among its users to identify the right people.

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Twitter Inc., USA

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SHOPPING VIA INSTAGRAM PHOTOS The New York start-up Keep, whose web app enables users to discover product lists compiled by style icons, now makes it possible to go shopping via Instagram photos. "As Seen On Instagram" provides collections of photos that are trending on Instagram and are grouped into various topics. "Keep" staff then look for the online retailers that offer the displayed items so that they can be displayed together with their prices. Users also get the chance to tag their favourite products to receive automatic information about price reductions on them.

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Keep Holdings Inc., USA

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TRAVEL GUIDE FROM INSTAGRAM IMAGES The Californian start-up Jetpac analyses all the images in the social network Instagram and uses a selection of them for its mobile travel guide. The photos are grouped into specific, theme-based lists that provide users with some information on the available activities in over 5,000 cities around the world. For example, the "Moustaches" category displays some trendy hangouts, while "Latte Art" shows the best cafĂŠs. The place that specific locations take on the list is based on the number of times the posted photos are shared.

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Jetpac Inc., USA

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APP FINDS IDEAL PLACES FOR EVERYONE In an attempt to make its comprehensive data sets available to the general public, the United States Census Bureau has had a mobile app called "Dwellr" developed for around a quarter of a million dollars.

The app is available both for iOS and Android devices, and enables users to find the best places for them to live in the USA. Measurable parameters like city size, building situation, dream job, coast and climate allow people to see which location in the USA most closely matches their needs.

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United States Census Bureau, USA

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INDOOR NAVIGATION USES PHOTO MATCHING The University of California in Berkeley has developed an indoor mobile navigation system that matches photos against a database of panoramic imagery. The mobile devices transfer their camera view to a database that compares the image to previously taken panoramic images of a building's interior in order to get an accuracy of position down to one metre. To make sure this feature works, the building has to be measured in advance using special backpacks containing cameras and lasers. Shopping centres and public buildings could use this technology to develop augmented reality apps and help visitors to find their way around.

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University of California, Berkeley, USA

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CAMERA USES MUSIC TO TAKE PERFECT PHOTOS The photo app "LightSounds" helps smartphone users when taking photos, in that music gives them feedback on whether they have the right focus of objects and scenery. An algorithm compares the camera image in real time with data from 100,000 professional photos, and uses established rules of proportion. The app plays a sad and melancholy melody when the user frames a photo badly, but shifts to a happier tune when the user adjusts the framing to get it right. What's more, it adds harmonies into the tune when faces are in the right frame.

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Telef贸nica Investigaci贸n y Desarrollo S. A. Unipersona, Spain

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RING IS REMOTE CONTROL FOR SMARTPHONE A ring developed by the Indian start-up Smarty Ring sends all the latest events to the wearer's smartphone, so that they don't need to keep checking what's happening. The ring features an integrated display and notifies users of incoming and outgoing calls, texts and emails, as well as new posts in the networks Facebook, Twitter, Google+ and Skype. With the touch of a finger, calls can be made and accepted, photos taken and the music player operated. All the settings are made via a smartphone app that connects via Bluetooth.

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Smarty Ring, India

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VW APP GENERATES MUSIC TO MATCH DRIVING STYLE Volkswagen has partnered with the British electronic music group Underworld to create an app called "Play the World" that generates music in real time to match driving styles. The car transfers the speed and rpm to a smartphone whose gyrometer, acceleration sensor and GPS receiver forward the data to the app. All the collected data are responsible for specific sounds – from different sound patterns to realtime effects. These include movements in the stereo panorama in bends as well as more speed and volume when accelerating.

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Volkswagen AG, UK

37

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QR CODES RELEASE WEAPONS IN VIDEO GAME Launched by 2K Games as an extension to the video game "Borderlands 2", the smartphone app "LootTheWorld" lets users turn the barcodes and QR codes found on products into additional in-game weaponry. After scanning the code on products like food and electronic goods, various weapons are handed out that the app can import into the game. After a code has been scanned for the first time, the provided weapon is stored and then handed out to all other users who scan the same code.

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2K Games, USA

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TAGGING REAL OBJECTS The London start-up Taggar enables people to use its smartphone and Google Glass app to mark real objects with hidden images, videos and stickers. Users scan any objects and photos that are recognised by the app and then add a personal message. The result can be shared publicly or just with specific friends who can access and view the hidden content on their devices by scanning the same object. With public tags, it's possible to post comments and share them too.

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Taggar, UK

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THE IPHONE GAME WITH POPCORN SMELL The agency Deutsch from Los Angeles and the technology company Deeplocal have developed a smell dongle for the iPhone game from the popcorn brand Pop Secret which emits the scent of popcorn. In the "Poptopia" game, players have to try to make their own popcorn. For certain transactions, the game emits smells via an attachment that arouse the player's appetite for the tasty sweets. In total, three of these dongles were developed that were then auctioned on eBay for a good cause.

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Diamond Foods Inc., USA

40

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PLAYFULLY TEACHING EMOTIONAL INTELLIGENCE The games developer Trip Hawkins is working with his start-up "If you can" on games that help children in their social and emotional development. The first title "IF‌" is a fantasy role-playing game in which the character has to deal with his surroundings in an emotionally intelligent way in order to progress. The game is ideal for children between six and twelve, and will initially be available as an iPad app. Hawkins, who previously worked on football games, wants his project to give children some valuable experiences and offer them something different than just pure entertainment.

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If you can Company, USA

41

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53 PROMOTION

Billboard recognises passing planes

Film artefact from 3D printer

Mazda race at the cinema

Campaign makes ball boys disappear

Personal study advice from poster

Absolut Vodka offers entry to party via WhatsApp

"GIF-fiti" promotes basketball shoe

Subtitles in pirate copies promote book

Shop window immerses passers-by in gold

The coffee for an inexhaustible film evening

48 SENSATION MARKETING

58 EVENTS

Airline Santa Claus fulfils Christmas wishes

Footballer thoughts control slot car race

The toilet with no exit

Christmas fairytale promotes presents

Karaoke live stream for mass audience

Touching head to access information

Live ad at cinema highlights Christmas wishes

Enjoying business class on the street

Free-climber makes calls from on high

Handshake shares marathon status in web

42

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BILLBOARD RECOGNISES PASSING PLANES As part of an interactive advertising campaign called the "Magic of Flying", British Airways have set up a digital billboard in London that can react to passing planes. Created in collaboration with the advertising agency Ogilvy Group UK, the billboard shows a child pointing at the sky as soon as a British Airways plane flies over it. The billboard also detects the plane's flight number and route, and displays this information too.

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British Airways, UK

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MAZDA RACE AT THE CINEMA The agency JWT has developed a campaign in Canadian cinemas for the launch of "Mazda 3", allowing cinema-goers to interact with a virtual car race via their smartphones. People first had to download an app and they could then follow the race on the big screen. They were encouraged to copy the steering and braking manoeuvres as quickly as possible using their phones. Points were awarded for good performances so that winners could be named in real time in the cinemas. In the first three weeks, the game led to over 6,000 enquiries for test drives.

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Mazda Motor Corp., Canada

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PERSONAL STUDY ADVICE FROM POSTER The advertising agency Cossette has created a poster for Canada's Royal Roads University that surprises people by offering them some personal assistance at a shopping centre in Vancouver. When people chose to get more information about the university by pressing a button, a hatch opened up to reveal a real graduate of the university.

People were then given some personal impressions and first-hand experiences from the graduates, who answered all kinds of questions about studying.

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Royal Roads University, Canada

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"GIF-FITI" PROMOTES BASKETBALL SHOE To promote the "Way of Wade 2.0 – Overtown" shoe, the British artist INSA has created graffiti entitled "Make Your Own Way" which was turned into a "GIF-fiti" with some help from a creative agency. The shoe bears the name of the NBA player Dwayne Wade and also refers to the Overtown district of Miami. In order to create a dynamic online version of the static wall painting, the artist painted over the graffiti several times and the individual processes of creation were all photographed. The result is a dynamic "GIF-fiti" video that has a hypnotic effect.

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LI-NING Inc., USA

46

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SHOP WINDOW IMMERSES PASSERS-BY IN GOLD For the sales launch of the perfume "Gold" by Jay Z, the perfume manufacturer Parlux has redesigned a shop window at the New York department store Macy’s so that it reflects passers-by in a film of gold.

The technology for this was based on a Kinect module from Microsoft as well as some facial recognition and graphics software. Passers-by were detected by a 3D sensor and projected onto a display in the shop window. The images were completely processed in real time so that everyone appeared in gold to match the product being promoted.

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Kirshenbaum Bond Senecal + Partners, USA

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AIRLINE SANTA CLAUS FULFILS CHRISTMAS WISHES A Santa Claus from the airline WestJet asked travellers what they wanted for Christmas and then surprised them by handing them the gifts they asked for after landing. A display was set up at the departures hall that could read the flight tickets and then show a Santa Claus in real time from a studio. Father Christmas asked passengers what they wanted and all the information was given to volunteer workers at the destination. During the flight, these volunteers got all the items mentioned and they were distributed among the amazed travellers upon arriving.

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WestJet Airlines, Canada

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THE TOILET WITH NO EXIT The Italian pharmaceutical company Avantgarde has set up a toilet with no exit at the airport in Milan as part of a campaign for medicine called "Yovis Viaggio", which prevents intestinal diseases and is specially designed for travellers. After the passengers stepped into the toilet, workers pushed a mock-up toilet in front of the exit that made people walk around in circles. After a moment of confusion, a poster appeared behind the door promoting "Yovis Viaggio" and advising people to take measures to avoid spending their holidays on the toilet.

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Avantgarde S.p.A, Italy

49

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KARAOKE LIVE STREAM FOR MASS AUDIENCE Heineken has organised an evening called Carol Karaoke in a New York bar in which people were given the chance to sing to thousands of viewers. The jolly carol singers were invited into a VIP lounge which was actually a hidden recording studio. Shortly afterwards, the cover in front of the camera was removed and the amazed karaoke singers were told how many people were watching and listening. If they agreed, their performance was then beamed to taxis, a sports stadium and Times Square.

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Heineken International B.V., USA

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LIVE AD AT CINEMA HIGHLIGHTS CHRISTMAS WISHES The Finnish telecommunications company DNA has launched its Christmas campaign and placed live adverts in cinemas. One ad saw a married couple sitting in a cinema in Helsinki waiting for the film to begin, when a well-known actor used by the brand spoke to them live from their own home. He told the husband that his wife, who had been involved in the campaign, wanted an iPad Air from DNA for Christmas.

On top of this, the husband was called live on his phone. The ad was the beginning of a campaign in which customers can put together their own wishlists online at DNA.

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DNA Oy, Finland

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FREE-CLIMBER MAKES CALLS FROM ON HIGH Samsung has commissioned the French free-climber Alain Robert to climb a skyscraper in New Zealand using nothing but a "Samsung Galaxy Gear" and to request permission for the stunt from the device while climbing. Besides this wristwatch, which can be used to access apps and make phone calls, Robert wore a shiny orange shirt with the Samsung logo that grabbed the attention of passers-by. During the climb, he used the watch to call various authorities, was placed on hold and reached the summit even before he had been given permission to perform the stunt.

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Samsung Electronics Co. Ltd., New Zealand

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FILM ARTEFACT FROM 3D PRINTER For the promotion of the film "The Hobbit: Desolations of Smaug", Warner Bros. have teamed up with the agencies PHD and Think Jam to offer a central element of the film – the key to Erebor – as a blueprint for a 3D model. Hobbit fans can now use the film's Windows 8 application to access an STL file of the key, as well as fan material like wallpaper, videos and text on the characters. Even before the premiere, film fans will get the chance to haptically experience a key aspect of the plot with the help of 3D printing.

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PHD, UK

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CAMPAIGN MAKES BALL BOYS DISAPPEAR The Argentinian charity Missing Children has worked together with the tennis players Rafael Nadal and David Nalbandian to start a search for apparently missing ball boys during a tennis match that was broadcast live. The aim of the campaign was to use this globally viewed match to bring greater attention to the organisation, which searches for missing children. At the beginning of the game, it was announced via loudspeakers that the ball boys had disappeared. A few minutes later, a group of children entered the tennis court holding a banner with the name of the charity.

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Skill Group Marketing & Comunicaci贸n, Argentina

54

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ABSOLUT VODKA OFFERS ENTRY TO PARTY VIA WHATSAPP To promote its limited edition "Absolut Unique" in Argentina, Absolut Vodka has used the popular messaging app WhatsApp. An exclusive launch party was held and participants in the WhatsApp campaign were given the chance to win an invitation. They simply had to convince Sven, the supposed security guard at the party, via WhatsApp to let them enter the party. People were encouraged to give free rein to their imaginations to gain entry. For example, they could send Sven photos, devote a song to him or try to convince him that they were a VIP.

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The Absolut Company AB, Argentina

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SUBTITLES IN PIRATE COPIES PROMOTE BOOK The book publisher Wydawnictwo Otwarte has cooperated with pirate copiers in Poland in order to promote the Polish version of "Homeland: Carrie’s Run" within the American series "Homeland". An anonymous group called Hatak, which provides Polish subtitles for torrents, has inserted a promotion for the book within the subtitles of the pirated series. "Homeland" is hugely popular in Poland and has a large fan community, but is not broadcast regularly on Polish TV. Even the books were poorly promoted so that the publisher decided to reach out to fans in this way.

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Wydawnictwo Otwarte, Poland

56

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THE COFFEE FOR AN INEXHAUSTIBLE FILM EVENING The French video-on-demand provider Canalplay has teamed up with the agency Buzzman to develop a brand of coffee called "Insomny" which it is hoped will keep viewers awake for longer so they continue using the channel. The coffee is made of coffee beans from India, Burundi and Brazil. Every packet contains a code that enables users to try out Canalplay free for two months. This code is only available in France.

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Buzzman, France

57

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FOOTBALLER THOUGHTS CONTROL SLOT CAR RACE As a sponsor of FC Barcelona, Audi has provided the team with new cars and celebrated the presentation of them with a campaign called "Audi Mind Race". The FC Barcelona players were given headsets that enabled them to power a slot car race with miniature versions of the "Audi R18 e-tron quattro". The players' brain activity was used to supply power to the tracks that the cars run on and keep the tiny cars moving. During the race, the cars were also accompanied by animations that were projected onto the circuit.

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FC Barcelona, Spain

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CHRISTMAS FAIRYTALE PROMOTES PRESENTS The online retailer eBay has presented a Christmas fairytale in the Charing Cross Theatre in London to encourage the audience to buy Christmas presents. During the play, guests were given a tablet that displayed the gifts that were simultaneously being presented by a fairy on stage. In this way, the audience was inspired by the selection of gifts and people were sent a personalised e-mail at the end of the evening that connected them with the selected eBay items.

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eBay Inc., UK

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TOUCHING HEAD TO ACCESS INFORMATION The agency Fictio has created a huge reproduction of a man's head to promote the ointment "Actikerall" and serve as an information point at a trade show in Barcelona. Visitors to the stand were able to touch the head and thereby access information on a screen. The medicine is used against actinic keratosis, which is why the head also features scars and moles. When visitors touch the various scars, their descriptions and causes are displayed. As proof that the medicine works, people also got the chance to meet the campaign's goodlooking male model.

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Meda Pharmaceuticals Ltd., Spain

60

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ENJOYING BUSINESS CLASS ON THE STREET Delta Airlines have given people in a business area of Tokyo a taste of the comfort of its business class service by setting up a lounge. For several days, passers-by could test the business class in Boeing 747400 planes in front of an office complex. The futuristic atmosphere was created by so-called mood lighting, which helped to put visitors in a good mood. Sound and scent designers also created calming background music and a relaxing aroma, which was handed out to the visitors as they left the lounge.

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Delta Air Lines Inc., Japan

61

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HANDSHAKE SHARES MARATHON STATUS IN WEB Nike has teamed up with the agency LiveAD to allow marathon runners in the "Rio Corre 10K" in Rio de Janeiro to share their current status online via a handshake. The system consisted on the one hand of "High Band Hi5" gloves with an integrated chip that the runners wore. On the other hand, plastic hands were distributed along the route whose sensors recognised contact with the gloves. The highfiving hands were placed at strategic points on the route to enable the handshakes to share posts in social networks and let people know where they were.

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LiveAD, Brazil

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Robots compile newspaper independently Watching how bloggers write Product placement in online content Bursting the filter bubble for more openness User-generated learning playlists

69 CONSUMER ENTERTAINMENT Digitally slipping into different roles Google Glass records animation film Series premiere in the form of tweets Playing professional athletes in online games Touring virtual worlds by bike

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ROBOTS COMPILE NEWSPAPER INDEPENDENTLY The British newspaper The Guardian uses an algorithm to compile a weekly magazine that is on offer for free at a cafĂŠ in London. "The Long Good Read" is produced by the Newspaper Club printing service. The 24-page magazine contains the most important articles from The Guardian over the past week. These articles are chosen by an algorithm and fitted into the simple layout. The aim of the campaign is to reuse content even a week after its initial publication and offer it to users in a compact format.

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Newspaper Club, UK

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WATCHING HOW BLOGGERS WRITE The founder of the social bookmarking platform Digg has developed a concept for blogs that turns readers into live viewers of how articles are written. Using HTML5 and JavaScript, "Tiny" shows a hazy image of the writer in the background via the webcam, while the article they write appears in real time. The reader and writer are not allowed to change any of the operating elements. Nothing can distract attention from the creation of the text, as the font, size and colour are fixed.

Once an article is ready and the broadcast complete, other visitors are shown a snapshot of the text being created in the background.

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Kevin Rose, USA

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PRODUCT PLACEMENT IN ONLINE CONTENT The platform "Sponsify" connects companies with creative people in social networks who are sponsored to place products in their online publications or promote them openly. Using a database of participating YouTube channels, Twitter and Facebook profiles, and details about their main topics and reach, the companies can choose their partners or have them selected by "Sponsify". The work required and payment can then be freely negotiated and partnerships can be drawn up in contracts. What's more, the start-up's APIs automatically create use analyses for the campaigns.

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Sponsify, Pakistan

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BURSTING THE FILTER BUBBLE FOR MORE OPENNESS Spanish computer scientists have developed a method for coming up with content that contradicts the views of the users of social networks and for keeping people active on platforms. According to the scientists, overcoming the so-called filter bubble, which is responsible for selecting content that users will normally like, will lead to greater openness towards other topics and interesting debates in social networks. The result is that individuals are exposed to a much wider range of opinions, ideas and people than they would otherwise experience.

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Universitat Pompeu Fabra Barcelona, Spain

67

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USER-GENERATED LEARNING PLAYLISTS The Dutch start-up Gibbon offers a web service of the same name that features curated learning playlists to help anyone teach themselves just about anything. Unlike conventional online courses, knowledge already out on the web is aggregated and brought into a sensible order based on topics. Users receive suggestions on playlists that match their interests as well as the time required for them. People can also create playlists on the topics of their choice. In the near future, Gibbon will also provide premium content for employee training in companies.

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Gibbon, Netherlands

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DIGITALLY SLIPPING INTO DIFFERENT ROLES The five developers behind the Romanian start-up Holotech Studios are cunning old foxes in the gaming business. Their "FaceRig" program enables anyone with a webcam to digitally embody any character they want in messenger systems like Skype and Google Hangout. "FaceRig" also makes it possible to record short films. The Cosplay avatars mirror the users' facial expressions. This has been enabled by a tracking technology from the Swedish company Visage Technologies which processes the images in real time.

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Holotech Studio, Romania

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GOOGLE GLASS RECORDS ANIMATION FILM "Catch" is a stop-motion animation film that was recorded exclusively using Google Glass. This three-minute film shows a short story from the first-person perspective that also features drawn, animated elements thanks to the stop-motion recording technique. This creates the impression, for example, that the main character sees the things correctly captured by the camera through his hand. Several film makers and animators spent three days recording over 1,000 individual images and were also assisted by the speech control in the data glasses.

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TU Uthaisri, USA

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SERIES PREMIERE IN THE FORM OF TWEETS The TV channel TNT has released the screenplay of the first episode of its new series "Mob City" in the form of over 400 tweets with additional content. The last tweet appeared half an hour before the first show began and only the surprise ending wasn't revealed. The campaign used the "Twitter Cards" feature, which makes it possible to embed videos, photos and other elements in a tweet. According to the agency responsible for the campaign Deutsch, the tweets will generate more interest in the series, which is set in the 1940s.

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Turner Broadcasting Systems Inc., USA

71

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PLAYING PROFESSIONAL ATHLETES IN ONLINE GAMES A mobile app called "OverDog" enables professional athletes to invite fans to play sports and action games. The app makes it possible to start the challenges with a short video speech and players then receive a message on their smartphone to show the random lucky winner chosen to play the game. The players communicate over speakers and headphones, which gives the fans the opportunity to have a quick chat with their hero before beginning to play. Users can also watch videos of matches already played.

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OverDog Inc., USA

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TOURING VIRTUAL WORLDS BY BIKE Visitors to the New Institute in Rotterdam can explore virtual worlds on a bike and use Occulus Rift VR goggles to enjoy a panoramic view.

The pedals, steering wheel and bell are connected to a controller that forwards steering signals to a video game system. By pedalling and steering the bike, visitors were able to move around the fantasy world and fly through the air by pressing the bell. The Occulus Rift goggles offered people a panoramic view by moving their heads. Companies could also use similar installations to offer virtual tours to interested visitors.

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FRONT404, Netherlands

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75 EMERGING TECHNOLOGIES %TAB-INAKTIV%

85 COMMUNICATION TECHNOLOGIES

Inkjet printer for electronic circuits

Data deal for Facebook use only

Bottle material used in car production

Staff game against geographical distances

Screw with integrated sensor

The low-energy tracking system

3D printing time cut down to minutes

Local file-sharing system

Force field replaces windshields

Transferring messages via vodka

80 RESEARCH & DEVELOPMENT

90 MEDICAL SCIENCE

Software distinguishes hipsters from bikers

Pen for 3D printing of living cells

Brain-computer interface for everyone

Gene therapy is more precise than ever

Gel for autonomous regeneration of materials

Medical research via crowdsourcing

Computer teaches itself common sense

Painless insulin treatment via ultrasound

Robot muscle 1,000 times stronger than human ones

Inhaler for all medicines

74

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INKJET PRINTER FOR ELECTRONIC CIRCUITS Chinese scientists have developed an inkjet printing technique that enables electronic circuits to be printed on almost all surfaces. In contrast to conventional metal inks, the ink used here has a reliable conductivity and doesn't have to be heated after printing. During the printing process, the mixture of indium and gallium is sprayed in tiny droplets whose surface is oxidised and enables the metal to stick to paper or textiles. Inkjet printing allows circuits to be printed in magazines or on t-shirts and applied to other substrates.

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Technical Institute of Physics and Chemistry Beijing, China

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BOTTLE MATERIAL USED IN CAR PRODUCTION "PlantBottle" technology developed by Coca-Cola, which is used to make PET bottles from sugar cane, is now also being used in Ford's car production. The first vehicle to benefit is the prototype of the "Ford Fusion Energi" hybrid car. Head rests, seat covers and parts of the interior lining will be produced using "PlantBottle". This partnership is based on a meeting of innovation experts from the two companies several years ago when they discussed the future of sustainable materials.

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Ford Motor Company Corp., USA

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SCREW WITH INTEGRATED SENSOR Researchers at the TU Darmstadt in Germany have developed a sensor screw that makes it possible to measure the forces acting inside a machine. This technology solves an age-old engineering problem and ensures precise measurements without damaging the building work. The idea simply involves integrating the measuring device into existing building components instead of developing additional technology. A software program makes the recorded data available so that the stability of a construction is guaranteed even after it has been built.

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Technische Universit채t Darmstadt, Germany

77

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3D PRINTING TIME CUT DOWN TO MINUTES The USC Viterbi School of Engineering has developed a 3D printer that can print out heterogeneous objects that comprise multiple materials. New motion mechanics reduce the printing time from hours to just a few minutes. The combination of various resins enables objects like brushes and tweezers to be produced with different degrees of hardness at specified places. This innovative mechanism distributes the resins faster in even layers so that the overall production process can be considerably reduced.

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USC Viterbi School of Engineering, USA

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FORCE FIELD REPLACES WINDSHIELDS The British automotive company McLaren is adapting a highfrequency sound wave system for use as a force field covering car windshields. The system is modeled off existing technology used to clear the windshields of fighter jets and the hulls of U.S. Naval ships.

The high-frequency waves create vibrations on the surface of the windshield that bounce off water, insects and other debris for clearer visibility compared to other systems. What's more, this reliable system improves aerodynamics and cuts fuel costs.

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McLaren Automotive Ltd., UK

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SOFTWARE DISTINGUISHES HIPSTERS FROM BIKERS Software developed at the University of California in San Diego can use group photos to work out which social groups the people in the pictures belong to. At the moment, the software has an accuracy rate of 48% compared to just 9% for random selections. It divides people into six segments and then gives them certain attributes. The algorithm will be used in social networks and search engines where it can adapt recommendations and adverts to users better.

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University of California San Diego, USA

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BRAIN-COMPUTER INTERFACE FOR EVERYONE The New York start-up OpenBCI has launched an open-source platform that enables everyone to record their brainwaves and use the generated data for their own purposes. This serves to boost technological progress in the field of electroencephalography by setting up a community of scientists, engineers and designers. The platform provides access to an analog-to-digital converter with eight channels that can even measure weak signals and generate internal signals for testing and calibration. The result will then be transparently displayed to users.

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OpenBCI, USA

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GEL FOR AUTONOMOUS REGENERATION OF MATERIALS A synthetic gel developed by researchers at the University of Pittsburgh copies the way amphibians regrow their body parts and will, in future, enable the autonomous regeneration of materials and objects. The material consists of a solution with the gel embedded in it. In turn, this gel contains nanorods that are 10,000 times narrower than the width of a human hair. The rods sense when the material is cut, and expand into the surrounding solution to make the surface repair itself. This technology will be used to manufacture paints, tyres and smartphone displays, amongst other things.

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University of Pittsburgh, USA

82

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COMPUTER TEACHES ITSELF COMMON SENSE Developed at Carnegie Mellon University, a program called the "Never Ending Image Learner (NEIL)" uses online images to teach itself common sense. For 24 hours every day, it searches the web for images and compares them to pictures already in its database to detect attributes that characterise the depicted objects and scenes.

Based on text references, it also teaches itself to understand the associations that individual objects produce. Since July 2013, three million images have already been analysed and 1,500 types of objects identified.

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Carnegie Mellon University Pittsburgh, USA

83

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ROBOT MUSCLE 1,000 TIMES STRONGER THAN HUMAN ONES Scientists at the Lawrence Berkeley National Laboratory have used vanadium dioxide to develop a robotic muscle that is 1,000 times stronger than human muscles and can lift objects that are 50 timers heavier than itself. The researchers used vanadium connections that turn from an insulator to a conductor at 67째C, and this rapid conversion is used for contraction and expansion. This makes vanadium dioxide ideal not only for the production of artificial muscles but also for the development of small rotary motors for integrated microsystems.

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Lawrence Berkeley National Laboratory, USA

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DATA DEAL FOR FACEBOOK USE ONLY "GoSmart Mobile", a prepaid brand of T-Mobile in the USA, now offers customers the chance to buy a data flat-rate exclusively for using Facebook services. This includes accessing the Facebook website via a mobile browser, as well as using the Facebook app and Facebook Messenger. The price for this package, which provides Facebook use and unlimited telephone calls within the USA, is $25 making it $10 cheaper than the provider's regular rates.

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T-Mobile USA Inc., USA

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STAFF GAME AGAINST GEOGRAPHICAL DISTANCES The agency Allen & Gerritsen was recently involved in a merger and came up with a tic-tac-toe game comprising RFID chips to enable staff in Boston and Philadelphia to get to know each other better via their Instagram photos. The two offices set up a games board with RFID sensors and nine fields with monitors. After placing a nought or a cross, a photo appeared from an employee's Instagram account together with their name so that the other staff could get a personal impression of their distant new colleagues.

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Allen & Gerritsen, USA

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THE LOW-ENERGY TRACKING SYSTEM The start-up Iotera from Silicon Valley has developed a tracking system that doesn't require access to a commercial wireless network, but uses instead transmitters that can send positional data for months and over many miles with just a single charge. The company's own base stations receive signals in cities from distances of up to three kilometres, while their range is even longer in the country. The transmitters are the size of a matchbox and transfer GPS data for up to five months on just one charge to a central station, where the location data of pets or devices can be processed and forwarded.

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Iotera Inc., USA

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LOCAL FILE-SHARING SYSTEM Thanks to a partnership between the local company LinkNet and researchers at the University of California, the Zambian village of Macha has received a file-sharing system called "Kwaabana" as help for using Facebook. This is necessary because uploads of photos and other content via satellite connection fail 75% of the time. A local computer has now been set up so that files can be saved. "Kwaabana" takes information about users' Facebook friends and, after an upload, makes the content available to them on Facebook by using lower bandwidth.

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University of California at Santa Barbara, Zambia

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TRANSFERRING MESSAGES VIA VODKA Researchers at York University in Toronto have developed a technique in which messages can be encoded in evaporated vodka and transferred to people nearby. The technique consists of an Arduino-controlled spray bottle that emits vodka with different strengths of alcohol. This information is then received by a receiver four metres away and converted into a code. The message "O Canada" has already been transferred in this way. In emergency situations, this system could replace failed wireless networks to broadcast messages.

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York University, Canada

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PEN FOR 3D PRINTING OF LIVING CELLS Researchers at the University of Wollongong in Australia have developed a pen that can draw living cells onto damaged bones in a 3D printing process. The "BioPen" is currently being tested at St. Vincent's Hospital Melbourne where it is used for operations to position cells extremely precisely. The cells are mixed with biological materials like seaweed extract and the whole thing is embedded in a kind of gel. The applied layers are strengthened with ultraviolet light so that they multiply and close any injuries.

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University of Wollongong, Australia

90

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GENE THERAPY IS MORE PRECISE THAN EVER The American company Editas Medicine has developed such a sophisticated gene therapy concept that even individual base pairs in the genome can be edited. This genome editing will enable maximum precision for doctors and therefore make it possible to treat incurable illnesses. Genetic disorders such as cystic fibrosis and sickle cell anaemia have their cause in an incorrect base pair, and these mutations could be cured by the new development from Editas Medicine.

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Editas Medicine, USA

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MEDICAL RESEARCH VIA CROWDSOURCING As part of the ILIAD project at the University of Chicago, people are being encouraged to find out if the plants in their environment can be used for making antibiotic materials. The initiators have called this crowdsourcing-based research work "Massively Multi-Scientist Open Experiment" (MMOE). Volunteers receive by post a small starter kit comprising a Petri dish, pipettes and some chemicals. There are also instructions on how to carry out the tests. If a discovery proves promising, it will be taken up by the researchers and pursued.

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University of Chicago, USA

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PAINLESS INSULIN TREATMENT VIA ULTRASOUND Researchers at North Carolina State University have developed a technique for regulating blood sugar in diabetics that enables patients to release insulin painlessly to the body. This will allow them to go days between injections rather than using needles to give themselves multiple insulin injections each day. The new technique uses biocompatible, insulin-filled nanoparticles that have either a positively or negatively charged coating and are attracted to each other. Using the attached ultrasound device, the insulin already in the body is dispersed and fed into the bloodstream.

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North Carolina State University, USA

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INHALER FOR ALL MEDICINES The medical design and development company Team Consulting from the UK has presented an inhaler called "Occoris" which is set to revolutionise the consumption of medicine. While inhalers have previously only been used for respiratory and lung illnesses, the "Occoris" can also dispense pain killers, vaccinations and insulin. The medicine comes in the form of a dry powder and is dispensed into the bloodstream via the "Occoris". This product is still far from being ready for the mass market, but early results are highly promising.

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Team Consulting Ltd., UK

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96 DIGITAL LIFE %TAB-INAKTIV%

106 HEALTHY LIFE

Neurocognitive games find the best staff

Training suit analyses work-out

Individual donation rules for every purchase

Running shoe prevents injuries

Paying for fast food via toll-collection system

Sleep mask enables shorter and better sleep

Bicycle gloves with light signals

Device measures fat and muscle quality

Marketing analysis via EEG and eye-tracking

Microsoft works on high-tech bra

101 MODERN LIFE Research and development in primary school Users solve disputes in online trading Sending parcels by train Cash machine converts loose change into Bitcoins Folding up a bike helmet

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NEUROCOGNITIVE GAMES FIND THE BEST STAFF The Californian start-up Prophecy Sciences connects neurology and gaming to find the best job candidate to fit into a specific team. The candidates are guided through neurocognitive games, and their chemical reactions, electrical impulses, reflexes and behaviours are measured. With the help of machine learning, the system identifies existing similarities between the job candidates and the company employees. This allows people to be recruited who work, communicate and interact in a similar way to ensure they fit into the team successfully.

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Prophecy Sciences, USA

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INDIVIDUAL DONATION RULES FOR EVERY PURCHASE "Changefolio" makes it possible to set the rules by which parts of payments can be donated to charities. With card payments, for example, 10% of the sales price could be donated to a soup kitchen or restaurant bills could be rounded up to build a well. US citizens can connect their bank accounts to the platform and check out their donation activities in the internet portal, change the rules and download documents to make their donations tax deductible. People are given badges for their donations that they can share in social networks.

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Changefolio Inc., USA

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PAYING FOR FAST FOOD VIA TOLL-COLLECTION SYSTEM Visitors to the American fast-food restaurant chain Wendy’s can now use a service called "iDriveThru" and pay for their orders at the drivein with their "E-ZPass" transponders. Receivers have been installed at five branches in Staten Island to read the data in the transponders' RFID chips. The amount to be paid is then booked from the account that customers have already created online. In future, such payments will be possible at all fast-food restaurants via this electronic tollcollection system.

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E-ZPass Interagency Group (IAG), USA

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BICYCLE GLOVES WITH LIGHT SIGNALS The start-up Zackees from San Francisco has launched bicycle gloves that use light signals to display the direction to passers-by and drivers.

The gloves feature LEDs that are arranged as arrows and can be activated by touching a switch that can easily and intuitively be reached by the thumb. This lets cyclists signal their intention to turn left or right without taking their hands off the handlebars. All the electronic components are waterproof and encased in a durable polymer. What's more, the set of high-capacity batteries will run for six months with daily use.

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Zackees, USA

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MARKETING ANALYSIS VIA EEG AND EYE-TRACKING The Budapest start-up Synetiq enables brands to test their campaigns before their launch and uses crowdsourced data on the brain activities of testers. Synetiq has a global network of testers, each of whom wear an electroencephalogram (EEG) neuroheadset. With this headset, they can then access the adverts, videos and audio files from the comfort of their own homes. Their emotional reaction is conveyed via the EEG data and eye-tracking. The data collected from the testers is then evaluated and made available to customers on a dashboard.

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Synetiq, Hungary

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RESEARCH AND DEVELOPMENT IN PRIMARY SCHOOL The "AltSchool" primary school in San Francisco bases its educational methods on the principles of research and development. Founded by a former Google employee, the school teaches children theoretical knowledge and manual skills via practical applications in small projects. By discovering how things are related and the practical implementation of new findings, children will remember what they learn for a longer time. The "AltSchool" doesn't separate the children into year groups, so that they can all learn from each other when carrying out their weekly work.

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AltSchool, USA

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USERS SOLVE DISPUTES IN ONLINE TRADING The Chinese e-commerce company Alibaba now provides a crowdsourcing-inspired disputes procedure for its sales platform Taobao, which lets customers trade with each other. This makes it possible to report contentious cases in which buyers or sellers were not satisfied with a transaction. A changing panel of 31 users then decides who is right. In the beta phase, over 800,000 users applied to work on the panel and helped to settle more than 300,000 disputes.

Alibaba chose this solution as it offers the greatest amount of transparency.

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Alibaba Group, China

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SENDING PARCELS BY TRAIN The British rail company Network Rail is testing a new delivery service called "Doddle" in which parcels are transported in unused spaces in trains. The parcels are delivered to and collected from specially set up stores at railway stations. The first locations will be the stations in Milton Keynes, London Paddington and Woking, where this service, which was launched together with the entrepreneur Lloyd Dorfman, will be tested in 2014. It will be available to private individuals as well as to all retailers, online providers and parcel delivery companies.

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Network Rail Ltd., UK

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CASH MACHINE CONVERTS LOOSE CHANGE INTO BITCOINS The cash machines from TravelersBox give holiday makers the chance to exchange their loose change from holidays abroad for virtual Bitcoins. The currency is then deposited electronically into users' e-wallets. Additionally, the machines enable users to transfer the cash straight into their PayPal or Qiwi accounts, have it donated to one of a number of charities or turn it into gift cards to spend at online stores such as Amazon. The first machine of this kind is currently being tested at Ataturk Airport in Istanbul.

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TravelersBox Ltd., UK

104

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FOLDING UP A BIKE HELMET Developed by the British entrepreneur Jeffrey Woolf, "Morpher" is a bicycle helmet that can be easily folded up and packed away. It consists of an array of solid panels held together by a flexible material so that the helmet can be folded flat like a laptop. The "Morpher" is produced by the world's leading OEM helmet manufacturer Strategic Sports and is made with recyclable materials. It has already been patented worldwide and is currently being subjected to the safety tests required by Australia, the EU and the USA.

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Jeffrey Woolf OBE, UK

105

EXECUTIVE TRENDREPORT EDITION JANUARY 2014 INDEX

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TRAINING SUIT ANALYSES WORK-OUT The Californian start-up Athos has developed a training suit that uses electrical signals in the muscles to determine if users have really worked their muscles during a work-out. A device integrated into the clothing uses technology known as electromyography. In combination with sensors on the muscles for collecting these signals, access to data on muscle productivity, breathing and heartbeat rate is enabled.

Users then receive feedback on their phones about their overall balance and rhythm, as well as how certain exercises influence their fitness.

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Athos Works Inc., USA

106

EXECUTIVE TRENDREPORT EDITION JANUARY 2014 INDEX

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RUNNING SHOE PREVENTS INJURIES As part of the EU's "RUNSAFER" project, researchers at the Fraunhofer Institute for Photonic Microsystems in Germany have developed a running shoe that prevents injuries while training.

Sensors and microelectronics were integrated into the sole of the shoe to measure the athlete's biomechanical data and send it via Bluetooth to a smartphone. Incorrect foot positions or one-sided stress can thus be identified immediately and reported in order to prevent serious injuries. The shoes can be recharged by a supplied charger.

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Fraunhofer-Institut f端r Photonische Mikrosysteme (IPMS), Germany

107

EXECUTIVE TRENDREPORT EDITION JANUARY 2014 INDEX

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SLEEP MASK ENABLES SHORTER AND BETTER SLEEP The American company Intelclinic is working on the development of an intelligent sleep mask called "NeuoOn", which records the wearer's brainwaves and eye movements while sleeping in order to allow people to switch from monophasic to polyphasic sleep more efficiently.

The collected data is transferred via Bluetooth to a smartphone. When the mask detects that the REM phase is over, it wakes the wearer up.

This makes it possible for people to sleep less but enjoy the same level of recovery.

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Intelclinic, USA

108

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DEVICE MEASURES FAT AND MUSCLE QUALITY The Florida-based company Skulpt has developed a smartphonesized device that measures the fat and muscle quality of specific body parts in less than one second. The "Skulpt Aim" is simply held up to any muscle and shows the result immediately on the integrated display. By measuring their biceps, triceps, stomach and thigh muscles, users get an accurate estimation of the average amount of fat in their bodies. The data can then be transferred via Bluetooth to a smartphone app so that progress can be monitored and fitness tips acquired.

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Skulpt Inc., USA

109

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MICROSOFT WORKS ON HIGH-TECH BRA Scientists at Microsoft and Rochester University have developed a bra that determines the wearer's mood and uses the information to prevent unhealthy eating behaviour. The bra can measure heart rate and breathing, as well as capture movement. The data is transferred via Bluetooth to a smartphone, where the subjective mood can also be added in an app. If the user is deemed to be subject to a stressrelated bout of eating, the app recommends action such as relaxing breathing exercises to fight off the stress.

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University of Rochester, USA

110

NEWS & DATES JANUAR 2014

NEWS & DATES OUR INNOVATION SERVICES HELP YOU TO INTERPRET INNOVATIONS TO MATCH YOUR NEEDS. Dear readers,

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You have been using our services for some time now and are well aware that identifying micro-trends forms the core of our work.

Our continuing Innovation Services are the engine behind this work and focus on Impact, Inspiration and Ideation.

TrendONE can inspire you and help you to develop a concrete image of the future of your industry or company or generate innovative ideas that help your product development or marketing, for example.

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Learn more about our services on www.trendone.com/en/innovation-service

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