Our affinity for big boxes that give stuff away!
SINGAPORE — “Hello lamp post!”
Starting this weekend on Oct. 10, you’ll be able to text a lamp post and receive (kind of) smart replies from the street object.
The project comes from London-based Pan Studio, which was invited to come and inject some personality into our street objects for a week.
We spoke to its founder Ben Barker onsite, who said the objects’ personalities are powered by a database that will learn from other users how to text intelligently. As people send messages to individual objects — from bus stops to the iconic Merlion statue — the engine will prompt the user with questions that will give it information about its surroundings.
These could be questions from a fire hydrant like, “What’s behind me?” After learning, it could be able to make smarter comments to the next person, said Barker.
His team built the database, and roped in a bunch of data scientists at the National University of Singapore to craft more local questions in the local vernacular. “It shouldn’t sound like a British person asking these questions,” he said.
When we tried it on an unsuspecting hydrant, we got a bunch of canned questions and not a whole lot of intelligent interaction. But give it time — we tried it at a media preview and the hydrant hadn’t had much of a chance to talk to people yet. In a week, the hydrant could be a lot smarter after some conversation, said Barker.
The Merlion, on the other hand, looks like it’s gotten a little smarter than the hydrant. This was a chat it had with one of the sponsors, where it managed to return a response based on a previous conversation it had:
The team will keep its eyes on the texts flowing into the database for the week long duration of the installation, so as to be able to flag offensive messages that fly past the swear word detector.
And while the team has put up signs on iconic landmarks in the city, texting won’t just be restricted to these. Nearly everything — from manhole covers to letterboxes — can be textable if they carry an identifying number.
If you text a new lamp post, for instance, it adds a new object into the database that can start collecting information, he said.
Pan Studio first ran the installation in July 2013 in Bristol over a period of eight weeks. “We were worried about rude people, but the responses honestly made us feel so warm.
“Maybe because they’re asked by a hydrant, and in such a personal and innocent way,” said Barker.
The Hello Lamp Post installation is part of the Singapore government’s Festival of Tech that it’s funding through its tech agency, the Infocomm Development Authority (IDA).
The festival is meant to celebrate art and technology, so it roped in Manchester, England-based Future Everything to orchestrate the showcase. The organisation has been a longtime player in the digital art scene, and is behind the annual art, music and digital festival formerly known as Futuresonic in England.
Drew Hemment, FutureEverything’s founder and CEO told Mashable that the festival here is the organisation’s first major one in Asia, and that it took six months of development, two years after the IDA first approached his organization with the idea.
“The whole point behind talking to the lamp posts is really the idea of a smart nation, and how we might bring design to make a city more liveable,” he said.
The festival runs between Oct. 10 and Oct. 18.
Via: Mashable UK
Singapore Kindness Movement has partnered up with MediaCorp’s OOH Media to launch this year’s Singapore Kindness Movement (SKM) campaign – “A Nation of Kindness Starts with One”.
“Mirror Mirror on the 6 Sheet panels”, is a creative concept used to convey this year’s Singapore Kindness Movement message, “If I can smile at myself, I can make someone smile today.”
Approximately 120 OOH Media’s bus shelter have been utilised to showcase the campaign which runs up until 8 October. These panels are each outfitted with a mirror and a note encouraging passersby to take a selfie using the mirror. For each selfie taken and posted online with the hashtag #nationofkindness, SKM’s partner, Gardenia will pledge a loaf of bread to be donated to a needy family on the participant’s behalf.
Via: Marketing Interactive
– PSI’s first regional hub outside of London opens in Singapore on 14 July
– New hub will capitalise on rapidly expanding middle class demographic and huge investment in air travel within Asia-Pacific (APAC)
– James McEwan appointed to head of PSI APAC, supported internationally by PSI managing director, Liz Jones
PSI – the international arm of global out-of-home (OOH) communications agency, Posterscope – will open its first regional hub outside London on 14 July 2014. Led by newly appointed head of PSI APAC, James McEwan, the new hub will enable PSI to capitalise on the vast opportunities offered by the fast-growing middle class demographic and rapid air travel expansion in the region.
Operating out of Singapore, PSI APAC will offer a full regional planning, buying, activation and evaluation service for clients locally, regionally and globally. It will do so through leveraging and growing existing relationships with vendors and local Posterscope network offices.
With half of the world’s middle classes expected to be APAC-based by 2020 and 29% of global luxury spend already attributable to Chinese audiences, the new hub will put PSI in a prime position to help brands tap into this affluent customer demographic.
Air travel in APAC is also growing rapidly, with the region’s airports forecast to be generating a third of global passengers in the next three years. China alone has 42 terminal openings planned over the next 10 years and is forecast to become the number one business travel market in the world by 2016, while Singapore, Jakarta, Bangkok and Seoul are all experiencing annual business passenger increases of 10% or more.
James McEwan, head of PSI APAC, commented: “This move represents a fantastic opportunity to grow PSI’s proposition across a diverse and rapidly-evolving region. Not only will it put us in an unrivalled position to help Asian brands expand their communications footprints outwards, but our enhanced insight into the local marketplace, combined with our multi-regional acumen will be invaluable to western brands wanting to target APAC consumers.”
Liz Jones, managing director of PSI, added: “Many clients have a focused need to reach affluent business and leisure customers, particularly in the luxury, technology, energy and financial sectors. Our new Singapore office will put PSI in the best position to help them do so.”
Having risen from international account director to group business director and board member for PSI London over the past five years, James will build the new APAC operation, supported from an international perspective by PSI managing director, Liz Jones. With over 20 years’ experience in international media and advertising, Liz has led PSI since 2008, delivering creative OOH solutions for blue chip clients across the globe.
Coca-Cola can claim to be one of the first advertisers in Asia to deploy drone cameras in a marketing campaign.
As part of its Open Happiness campaign, the fizzy drinks brand has teamed up with non-profit organisation the Singapore Kindness Movement to deliver cans of Coke from the sky to construction workers in Singapore.
Coke dropped off cans of drinks and words of encouragement to more than 2,500 guest workers around the island nation. The company is using the hashtag #CokeDrones to promote its campaign.
The agency behind the ‘Happiness from the skies’ campaign was Ogilvy.
[youtube width=”300px” height=”200px”]sj4A6g2GP30[/youtube]