When design meets function, it makes a difference. As creatives, we build great ideas and craft excellent experience from our minds, eyes and hands. A nice design would be deemed useless if it doesn’t serve a purpose. The newly redesigned weather app from Yahoo showcases gorgeous design and great usability. Such is the standard of a great app. With the success and popularity of the app, it has attract a lot of similar design interfaces.The design aesthetics are well decorated with background images handled by Flickr, and available across the world. I simply love the design and must say it has somewhat become quite a familiar design language amongst lots of apps now.
In my last post, I mentioned the launch of an outdoor ad by Stella Artois Cidre which is powered by a weather detecting device that triggers the ad when temperature rises. Targeted advertising does in a way, ‘instill need’ for the audience at a more effective pace as compared to traditional advertising. Minute Maid lemonade brand Limon Y Nada just did a promotion with a really awesome idea that allows consumers to purchase the beverage at a lower cost depending on the weather conditions. Giving away discounts is a good way to bring in crowds. The creative idea packs both price points and climate conditions together, giving the ultimate ‘thought’ package to the consumers. Imagine this: the weather is hot and you really need a beverage. You go to the supermarket, and you realize there a couple of drinks on the rack. You then compare them on their price tags, flavors and brand integrity. And then you realize that the price for Minute Maid has gone down. What does it show? It could come across that the brand actually cares. It would also bring about the habit of shopping for the same brand every time the weather turns hot. This would effectively instill the mentality for someone to purchase the advertised drink even though it might be slightly more expensive than the rest on the shelves.
Momentum Madrid, installed 18 vending machines in water and theme parks all over Spain and plans to offer those drinks at a lesser cost whenever the temperature goes up. As I mentioned earlier, this is definitely one way targeted advertising would prove to be even more effective now that it is not only positioning its need at the correct time and location, it also instills and builds a new set of consumer behavior at the same time.
No one can truly guarantee the results of a good media placement. Speaking of which, when it comes to targeted advertising, Stella Artois Cidre has just launched a weather-detecting ad campaign by working together with creative agencies Posterscope and Liveposter. Now, that’s something to raise eyebrows. Marketers who seek to get the best results by stretching every dollar they invested in their advertising efforts would definitely find this a good idea to garner results.
They came up with a creative idea: Create a system that would detect the weather on a real time basis and deliver the digital ad: a nice visual of apples with a chilled Stella Artois Cidre as the hero image. The fun part is when the device detects an increase in temperature, the cider ad flashes. Thus, churning the desire for a great summer beverage. If the temperature drops, the ads shall not appear.
Andy Logan, marketing manager for Stella Artois Cidre said: “This summer, Stella Artois Cidre, will deliver the most sophisticated summer of refreshment, right on cue when the temperature rises.
It is through these innovative technologies that we are revolutionizing the way we position and advertise our products. This has lead to yet another powerful tool we can leverage on to create more interesting advertising campaigns that are more targeted.