CONNECTED CITIESconnecting

people, experiences and data

Innovation – Insights – Interaction Daniela Krautsack & Joanna Bakas

rising rising urbanizationurbanization

Innovation – Insights – Interaction Daniela Krautsack & Joanna Bakas

60% by 202560% by 2025

80% in 80% in EuropeEurope

urban citizens urban citizens are more are more

connected than connected than everever

while the traditional consumer relied on while the traditional consumer relied on tangible media such as TV, radio, tangible media such as TV, radio,

newspapers, direct mail, email, Google newspapers, direct mail, email, Google search or static websites, the connected search or static websites, the connected

consumer is not blindly seeking consumer is not blindly seeking information, but is reliant on the right information, but is reliant on the right

information finding him and her, information finding him and her, in the right placesin the right places

what is unique about what is unique about ““connectedconnected”” consumers is that they find and share consumers is that they find and share information differently than their information differently than their more traditional counterparts – more traditional counterparts – they make decisions differentlythey make decisions differently

love their smartphones and love their smartphones and tabletstablets

network in mobile and social network in mobile and social networksnetworks

they check in to locations to they check in to locations to signal to people nearby signal to people nearby

install apps to better make decisions

they research products and services in real-time and share

them

Austria smart phone penetration

33%

57% connections are through mobile

SOURCE: http://www.rtr.at/de/pr/PI22112011TK

SOURCE: http://www.smartinsights.com/mobile-marketing/app-marketing/app-download-statistics/

urbanization and urbanization and digitalization are posing digitalization are posing

interesting questions and interesting questions and possibilities on many levelspossibilities on many levels

todaytoday’’s cities are pervaded by a variety s cities are pervaded by a variety

of visible and invisible media of visible and invisible media

technologies, like mobile devices, RFID technologies, like mobile devices, RFID

chips, wireless networks, GPS positioning, chips, wireless networks, GPS positioning,

urban screens, media facades, sensors, urban screens, media facades, sensors,

CCTV cameras, and so onCCTV cameras, and so on

these technologies coupled with these technologies coupled with

the needs and desires of urban life the needs and desires of urban life

bring a new meaning to the idea of bring a new meaning to the idea of

relevancerelevance

where are places of interest nearby? who recommends this restaurant? where are

my friends now? is the air clean enough to go out? is the traffic not too dense? have I

burned my 2500 calories today? what about the crime rate in my new

neighborhood?

these all provide the opportunity to

make our cities more lively and

social, more personalized and

efficient

MUNICIPALITMUNICIPALITYY

CITIZENSCITIZENS

BRANDSBRANDS

BRANDS

Since a growing number of governments have less money to

spend, they need the financial support of world-leading

companies to take care of their primary tasks. Brands that are

willing to pay for it are increasingly able to sophisticatedly

show their message in public space. Urbanism is marketing, as

we already knew, but marketing has also proved itself to be a

form of urbanism.

urbanism = marketing

thesis #1:improve infrastructural conditions for citizens

Apple initiative Apple initiative to save the to save the

stores by saving stores by saving the the

neighborhoodneighborhood

Apple initiative Apple initiative to save the to save the

stores by saving stores by saving the the

neighborhoodneighborhood

This is not a company that leaves much to chance and there

was no way the sales gurus in Cupertino were going to let a

dungeon-like transit stop present the first impression of their

sleek and glassy store.

all tied to the brand experience

from dangerous from dangerous to social and to social and

invitinginviting

from dangerous from dangerous to social and to social and

invitinginviting

IKEA URBANISMIKEA URBANISM

http://www.youtube.com/watch?v=ezwWf9Hk7hY&feature=player_embedded

BarclayBarclay’’s s superhighwaysuperhighwayBarclayBarclay’’s s superhighwaysuperhighway

thesis #2:Celebrate urban pride

competition of the neighborhoods

whatwhat’’s your favorite s your favorite neighborhood social neighborhood social campaigncampaign

thesis #3:Make your ideas provideconvenience & utility to citizens

Scan, read and make the Scan, read and make the most of down timemost of down time

Using is the new owningUsing is the new owningUsing is the new owningUsing is the new owning

Shop while Shop while you waityou wait

useful informationNike’s TRUE CITY is an iPhone app that aims to give consumers ‘insider’ information on six European cities, while also allowing users to share their own tips and delivering exclusive Nike offers and information.

thesis #4:Brands future city concepts

thesis #5:Enhance the urban experience

http://www.youtube.com/watch?v=dTk_9pmqspE

Google Red Bull street art viewGoogle Red Bull street art view

Beck's Gig Finder app helps users to find local music gigs. The app's map and GPS interface allow users to see where they are in relation to the gigs.

fun and leisure

Thesis #5:Enrich the urban canvas

painting the ugliest painting the ugliest urban places in the worldurban places in the world

cities use colour to calm cities use colour to calm and happify citizens and happify citizens

http://www.youtube.com/watch?v=0qgY2emUKXA

speaking the urban languagespeaking the urban language

thesis #6:Let the people their cityLet them play – engage with each other – and have fun

Urban non-digital Urban non-digital playgroundsplaygrounds

A good ‘marketing is urbanism’ campaign should add

a lot of value to the community and be very reticent

in the brand promotion part.

it’s not a matter of advertising by shouting, but advertising by contributing

MUNICIPALITIES

digital ny

digital viennaVienna has been providing open government data for its citizens since May

2011

CITIZENS

gaming for good: just an idea

http://www.youtube.com/watch?v=X90mdiBXMao

CONCLUSIONS

A good ‘marketing is urbanism’ campaign should add

a lot of value to the community and be very reticent

in the brand promotion part.

it’s not a matter of advertising by shouting, but advertising by contributing

Opening data for the creation of new platforms by

third parties can lead to better infrastructure and

usability

open data and open minds

We can all use or create platforms to improve the

quality of urban lives

mobilize to achieve

Thank you.