I chose this session because I like the 'giving back' idea underlying it and the fact that he's an ad guy, Alex Bogusky – Crispin Porter+Bogusky. Apparently they have offices in London.
"The art of sticking your nose where it doesn't belong" retitled!
Business momenturm versus deliverables – what the agency focuses on. Doing a big sales pitch for his agency – CRAP. I want to learn about bike sharing.
They pitched for Shimano (we really liked bikes) Put together a mailer and got onto the pitch. Just shows that passions really can work (creating opportunities). Sounds like they worked hard at minority campaigns e.g. "The SUV Backlash" which they invented. so creativity can really build an agency brand.
The medium sized coffee cup for Burger King was 'worth twice a superbowl ad impressions per month'. So changed advertising on the cups.
Why don't mannequins smile? They haven't smiled since the 30s depression….
Haiving a 'burden' conscience about changing the world – Al Gore has 'had it' for the past 30 years and every time there's a prediction it's worse than they predict.
What gives hope – human knowledge on average doubles every ten years. #SXSW is part of that doubling. Ray Kirtzwall – the law of accelerating returns.
Traffic in Paris reduced by 5% after the bike sharing scheme started. [finally he got to the point of the talk]. Be the change you want to be in the world.
they connected Humana health charity, Treck Bike retailers and tried to introduce a bike sharing scheme by 'inculturating ideas'. Important that something comes as something as being normal not as a sport…. cycling is a way to get around…bikes in cities (just grab one and go). Plan A was the car for cities and this is plan B.
Trek started desiging a bike that fits people from 5'2" to 6'4". Wear and tear hardy and a basket to hold stuff. System to hire using a credit card. Has a screen IF for users.
Vandalism is a big issue – preventing theft. And the option to add in a bench seat instead of bike storage…. make it modular because every installation is different. solar power for panels. And flatpacking it small for shipment. Starting 1000 bike installation into Denver. Cost CPM for a sponsor is $0.42 compared to billboards $6.12.
Chicago, Madison, Boston, Austin, Boulder, Madison, NY also interested in evaluating the programme…. cue sales pitch for a sponsor.
Paris system was paid by JC Decaux in exchange for the rights to all outdoor site rights…. F**kers. What a dreadful business model for a city mayor to sign up to. Monopolistic supply traded for public good. I think it won't expand – there is no possiblity for the business model to develop. It doesn't feel like they are in the business for the right reasons.
Trek the dealer network supports damage to the bikes and repairs punctures.
Is the future of advertising in JVs or is there still a role for campaigns? Wow – brilliant question…. think Anomaly and Lauren Luke. Make your money by creating and promoting brands for an equity play. [later the Question was asked by Katy Lindemann of Naked Communications Brits ask all the right questions!]
Hoping to include GPS and mobile payment options in the future.
How to design incentives to keep it good and interesting…. not really answered.
Many great products really market themselves and don't need much marketing… true for new businesses on the web and community supported services / goods.
Suggested to BestBuy that they should have electric vehicles – stuff you just plug in….. if you do it others will have a positive view about electric vehicles. But suggested it 2 years ago and they didn't do it. He thinks you should poke around and suggest even if you get no credit.
Tags: , #sxsw. bicycle sharing, Alex Bogusky, Crispin Porter+Bogusky, future advertising, katy lindemann
