1. trendreport#2
musical
barcodes,
interactive
park benches,
increased
commuter
status and
rewarding
to-do lists/
a lounge group
trend report on This edition’s theme ‘making the mundane fun’
making the is all about adding unexpected interest to the
day-to-day and making the less fun parts of our
mundane fun lives more enjoyable.
This month The Lounge examines the increase in products, services and
experiences that aim to make the everyday exceptional. After all, it’s not
what you do but how you do it…
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2. Digital/
Win epic status and rewards
with your to-do-list Click here
to check out
the video/
To-do lists. Everyone has one, many people even enjoy making them, but few of Lounge view/
us actually enjoy the process of doing all the activities listed on them. Putting it EpicWin leverages the fact that the digital
native generation are used to processing
simply: boring chores just aren’t fun. The EpicWin app aims to change that by information via ‘gamification’. The app uses
converting your to-do list into a role playing game (RPG). the same mechanic to help solve real-life
needs. Rather than just mentally ticking
EpicWin allows you to select a character and begin questing. You add tasks, which can be anything from
of a task list, the use of a points based
washing the dishes to finishing an application form, and then set them an appropriate number of ‘epic points’
system and game-play language appeals to
depending on how labour intensive the task is. Once a task is completed you are awarded the points and
this group’s need for further incentives.
advance on your journey, diversifying your tasks helps you to level up. As the game makers state: What are
you waiting for? Start getting things done!
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©2011 The Lounge Group / theloungegroup.com

3. Marketing/
The power of OMO
To demonstrate the power of OMO washing powder the brand transformed Lounge view/
napkin dispensers at bars, restaurants and café’s into mini-washing machines. OMO differentiates itself from other
washing powders with a stunt that gets
Every time a napkin is pulled from the holder it creates the illusion of clean people talking and drives WOM. The
white sheets being pulled from the drum. simple but clever design maximises the
opportunity for reinforcement of the
The concept was designed to enhance the perception of OMO’s stain fighting capabilities and makes use of
product benefit using a ‘smile in the mind’
key locations where stains are likely to occur. Even for those of us who aren’t prone to spillages, the illusion
mechanic to elevate an everyday product
of bright white sheets serves to enhance the whitening capabilities of the product and keeps OMO front of
into something with personality.
mind. The design uses clever graphics and common everyday objects to inject an element of humour into the
communication surrounding laundry - which is definitely a task that many of us would like to enjoy a bit more!
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©2011 The Lounge Group / theloungegroup.com

4. Creative/
The playful bench
Click here
to check out
the video/
Architectural firm MAPT are behind the development of the first interactive Lounge view/
bench; one that invites you to experience urban areas in a dynamic way. MAPT have worked to create a piece of
work that encourages a more considered
‘The playful bench’ looks like any other ordinary bench but it changes colour use of urban space. As a backlash to
and pattern as people pass by, luring them to play. the current climate we have seen many
brands using the act of play, and reminders
The bench offers different games. One is calm and art based, simply displaying different colours which move
of childhood fun to allow consumers to
as you touch the benches surface; others are more playful and require exertion for example the bench is lit
escape their daily grind. This is a great way
up by a barcode scale as you run past it, the faster you move the more the light accelerates.
to change mind-sets and set consumers
thinking off on a different course.
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©2011 The Lounge Group / theloungegroup.com

5. Digital/
Turning your supermarket
shop into a symphony Click here
to check out
the video/
Leo van der Veen has created an iPhone app that lets you scan any barcode Lounge view/
(EAN or UPC) and convert it into a melody. The app will interpret the scanned As we highlighted in our recent ‘discovery’
trend report, sound branding seems to
lines of the barcode as different notes depending on the number they represent. be on the rise. This app has obvious
The idea is to make the supermarket more exciting, the website states: “imagine walking into a supermarket implications for retail through the linking of
filed with thousands of tunes to discover and unlock”. The vision of a ‘supermarket symphony’ could soon be product and content, creating a whole new
realised as we use our weekly shops to create sweet music, or at the very least create a buzz in the aisles as approach to the activation of a free iTunes
shoppers generate sounds that are coincidently reminiscent of a supermarket jingle. The app also allows you to download with purchase.
share the barcodes you most enjoy listening to on Facebook. Here at The Lounge we’re wondering what sounds
best; baked beans, toothpaste or loo roll?
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©2011 The Lounge Group / theloungegroup.com

6. Packaging/
The ‘never wasted’ bag Click here
to check out
the video/
Lee Jeans is offering its consumers the ‘Never Wasted’ shopping bag, which can Lounge view/
reincarnate into a number of things after being used as a container for taking Whilst this item doesn’t solve the problem
of sending paper to landfills, it does
purchases home. The creators of the bag wanted to develop packaging that deliver a message, encouraging
would be able to fulfil multiple tasks and encourage re-use. consumers to see old things with new
eyes. There is also the opportunity to
The bag is made of several components that can be extracted from the bag after it’s not needed in its original
create a longer-term bond with the
form any longer. One ‘Never Wasted’ paper bag includes cut-outs that can be used to create entertaining
consumer if branded items such as these
items such as a snakes & ladders board game, a ‘do not disturb’ sign and spare shoelaces.
are reincarnated rather than destroyed.
The Never Wasted packaging, that is retailed with Lee products in shops across India, has been so popular
that the original limited run had to be increased.
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©2011 The Lounge Group / theloungegroup.com

7. Experiential/
Location based gaming Click here
for commuters to check out
the video/
Chromaroma is an immersive online/offline platform that transforms the Lounge view/
daily commute into a game. The site syncs with your Oyster card, mapping GPS and RFID games transformation of
the mundane daily commute are great
visualisations of your journeys around London. examples of ‘Third Life’ - the blurring of
You can join one of four virtual teams of commuters around the city and help a team ‘win’ stations. The RFID boundaries between digital and ‘real life’.
of your Oyster card acts as a virtual check-in when you swipe it at the station - the team with the most swipes Whilst the games have huge success
at a station ‘wins’ it. in offering commuters distraction and
entertainment they could be elevated to a
Another similar example is Koroni-na Seikatsu Plus (a Japanese competitor to Foursquare) that has recently new level by interacting more closely with
collaborated with the Japanese Metro system. The game uses built-in GPS to award players points for visiting user’s daily activities and movements to
places where a certain item or clue is virtually located as they travel the subway. Once they piece together offer locally relevant rewards.
threads of information or stories from these they are awarded with virtual prizes and incentives.
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©2011 The Lounge Group / theloungegroup.com

8. trendreport#2
a lounge group
trend report on
making the
mundane fun
This month’s theme of ‘making For consumers: Time saving services are
common. If there is a shortcut or simplification
the mundane fun’ is all about
process that exists, many consumers will have
engaging consumers by building an not only embraced but implemented it. The
experience around the less fun parts issue is not all ‘task’ time can be eradicated and
of their lives and making them more it encroaches on time for personal enjoyment.
enjoyable as a result. If you combine this with consumers’ continuing
desire to be entertained at all times, there is a
This includes the following:
clearly identifiable need for the maximisation of
Using a ‘smile in the mind’ mechanic to inject fun whenever, and wherever possible.
humour and interest into the banal
For brands: Brands that help generate better day-
Engaging with consumers increasing to-day experiences of mundane activities will not
awareness of ‘gamification’ culture to only be appreciated but will also stand out. As a
encourage productivity via reward result of offering an alternate approach, they are We’re a creative communications
Adding unexpected interest that allows more likely to be remembered and the experience agency with a network of
will be retained for a longer period of time. 10,000 consumers at our heart.
consumers to change their behaviour for the And we’re passionate about
better - whether that be for self-improvement, It’s easy to be passionate about the things we understanding their world and
time maximisation or even to help their connecting with them in the right
love, but helping consumers to find passion in the way. If you’d like to know more
surrounding environment mundane, monotonous, day-to-day tasks that we about how we do it, email
all have to do is a great way to engage them and sara.gil@theloungegroup.com or
call her on 020 7940 4381.
really standout in a crowded market.
theloungegroup.com