Razorfish. Emerging Experiences launches Razorfone.

November 23rd, 2009 • View Comments Experimental, Tech, Trends
Tags: Cool, Creativity, Experimental, Ideas, Mobile, Razorfish, Retail, Tech, Tools, Touch, visual, We like

My colleagues from Razorfish’s Emerging Experience team have come up with a new application which furthermore eases shopping processes. Razorfone is a prototype application which simplifies buying processes using the means of touchscreens. Razorfish Emerging Experiences has come up with a lot of innovative touch applications lately. Do also check out the configurator they made for Audi and their Razorfashion application.

Razorfone Interactive Retail Experience from Razorfish – Emerging Experiences on Vimeo.

FEED. New Razorfish report on how brands and consumers interact.

November 9th, 2009 • View Comments Reports, Trends
Tags: Agencies, Business, Feed09, Presentation, Razorfish, Report, Strategy, Trends, World

My employer Razorfish has once again published its annual FEED report. The document sums up findings from surveys among online users with the goal to answer how brands and consumers interact in the digital realm.

In August 2009, Razorfish surveyed 1,000 U.S. “connected consumers” across four major age groups. FEED focuses on “connected consumers” because this is the demographic our clients care most about; they are defined as consumers who have broadband access, regularly spend money online, and who actively consume or create digital content.

This year’s report differs from its predecessors because its focus is not on how consumers are adapting new digital technologies, but trying to understand how their adoption of these technologies affect the ways they engage with brands. Some key findings are:

• Digital brand experiences create customers. The overwhelming majority of consumers who actively engage with a brand digitally are much more inclined to purchase products and recommend the brand to others.

• Consumer wants to interact with a brand: 73% have posted a product or brand review on a website like Amazon, Yelp or Twitter, 70% have read a corporate blog, 65% have played a branded browser-based game and 40% have “friended” a brand on Facebook. These interactions are shaping their perceptions of the brand.
  • The other major driver of digital brand engagement in customer service. Being responsive and solving customer problems in real time builds brand loyalty.

• Digital can make or break a brand. 65% of consumers say a digital experience, either positive or negative, changed their opinion of a brand. And in that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased from the brand.

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Mercedes. How Razorfish activated for the E Class.

November 4th, 2009 • View Comments Allgemein
Tags: Activation, Ads, Agencies, Automotive, Banner, Brands, Cool, Media, Razorfish, visual

My employer Razorfish won the Mercedes USA account about a year ago. The agency had worked for Mercedes AMG for quite some time, but winning the mothership was something different. Now, after the first couple of projects they have created this video showcasing the ad campaign for the Mercedes E Class (via my colleague David Deal). To be honest: I would definitely have chosen a different tune for the presentation, but the banner concepts are really nice. I saw the first NY Times banner ad live in action – and it was pretty cool.

Mercedes-Benz – 2010 E-Class launch from peter knierim on Vimeo.

Agencies. Feel free to locate yourself.

August 10th, 2009 • View Comments Business
Tags: Agencies, Brands, Business, Microsoft, Publicis, Razorfish, World

Yesterday Microsoft sold Razorfish to Publicis. The agency network I work for was bought by Microsoft about two years ago. And the decision to sell the agency network to a genuine ad brand did not come unexpected. As there is a lot of movement within the ad industry I would like to offer a little bit of navigational support for my dear readers. A colleague sent this Agency family tree by adage and in case you haven’t seen it, click on this link to locate yourself…

Fluent. The Razorfish Social Influence Report 2009.

Juli 13th, 2009 • View Comments Trends
Tags: Business, Fluent, Ideas, Razorfish, Reports, Social Influence Marketing, Strategy

Razorfish has published Fluent, the agency’s Social Influence Marketing Report 2009. The report, brought together by the team around Shiv Singh comes with an in-depth analysis of our client’s social behaviour 2009, gives good recommendations on how to use tools such as twitter and it gets rid of a couple of Social Influence Marketing myths (via Shiv).

That companies have figured out how to build their brands in social media. They haven’t. For example, six out of 10 consumers don’t bother to seek out opinions of brands via social media.
That television is dead. It isn’t. Consumers view TV ads as more trustworthy than ads on social networks. Marketers need to do more in the social realm, but they need to do it in a way that builds trust first. Brands don’t have the trust today.
That you cannot measure in the social web. Not only do campaign specific metrics matter and can be measured but we believe a SIM Score for the social web is extremely important. Think of it as the blood pressure for the brand in the social web. In the report, we introduce this index and show the SIM Scores of 5-6 brands in 4 industries. We also compare the online numbers to offline share of voice data to demonstrate how those two worlds are blurring.

Read the full Fluent report here. And yes, I am interested in your thoughts.

Microsoft Surface. The full list of killer apps.

Juli 8th, 2009 • View Comments Surface
Tags: Apps, Microsoft, Razorfish, Surface, Touch

Razorfish (the agency I work for) is part of the Microsoft empire. I admit, all too often Microsoft is equalized with Windows Vista. But in fact, Microsoft has also developed a bunch of very sophisticated solutions far beyond its classic OS business. While I have already presented Microsoft’s Project Natal I would like to put today’s focus on the brand’s Surface table.

Surface is is a multi-touch table which is developed as a software and hardware combination technology that allows a user, or multiple users, to manipulate digital content by the use of natural motions, hand gestures, or physical objects. Surface is perfect for all consulting-like situations, e.g. while you look for a new car or negotiate a credit in your bank.

This is an application example by Neue Digitale / Razorfish, intertwining Facebook Connect, Surface and events.

Event Connect – Microsoft Surface Application from Razorfish – Emerging Experiences on Vimeo.

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