News 30.03.2023

Need to Know

A QR-coded tv ad supporting Turkish earthquake casualties, restorative sleep suites help guests fall asleep faster at the Park Hyatt New York and why a third of Millennials want to cap personal wealth.

Recipe creates QR-coded tv ad for Turkish earthquake charity Ahbap

Recipe and Ahbap, UK

Turkey/Syria – As news of the earthquake in Turkey and Syria disappears from mainstream news, London-based advertising agency Recipe has released a new tv advert that innovatively includes a QR code to make it easy for viewers to donate to Turkish NGO Ahbap.

Launched on 15 March, the Together We Can Rebuild advert begins with an illustration of an apartment block crumbling from an earthquake. The disintegrated building blocks then start to rise and take the shape of a QR code while a voiceover that explains the work Ahbap does and how to set up a direct donation. The QR code was developed to help audiences overcome the core barriers preventing them from donating to charities, such as not feeling close to the cause, an obscure donation process or an invasive donating campaign.

This stripped-back, minimalist, 2D animation – embedded with a QR code – is a creative execution for tv advertising formatting. As reported in our Civic Ads microtrend, the rise of climate change and homelessness pushes Post-purpose Brands to turn advertising into a force for good.

Strategic opportunity

Innovative advertising formats for tv can help brands stand out and make a lasting impression on viewers with new types of calls to action augmenting their passive watching experience

Park Hyatt New York’s restorative sleep suites help guests fall asleep faster

Bryte Restorative Sleep Suite At Park Hyatt New York, US Bryte Restorative Sleep Suite At Park Hyatt New York, US
Bryte Restorative Sleep Suite At Park Hyatt New York, US Bryte Restorative Sleep Suite At Park Hyatt New York, US

US – The Park Hyatt New York takes sleep seriously. The hotel is rolling out a patented tech-enhanced mattress designed to help guests fall asleep faster in selected Bryte Restorative Sleep Suites.

The five-star hotel has introduced Bryte Restorative Sleep Suites, a rest and relaxation haven amid the New York bustle. Overlooking Central Park, the 900-square-feet suites feature sleep-enhancing amenities such as Nollapelli Linens, sleeping masks and diffusers infusing rooms with a signature calming essential oil blend.

The suites are upgraded with a new centrepiece – the next-generation Bryte Balance restorative beds. Patented Restorative Intelligence turns the king-size beds into multi-sensory relaxation spaces, with personalisable, sleep-inducing sounds and soothing motions that promote deep sleep and minimise waking episodes. Returning guests can save their sleep preferences on the Bryte app and use additional features like Silent Wake Assist, a motion-based silent alarm clock for a gentler wake-up.

By elevating serenity and sleep support, Park Hyatt is catering for the growing appetite for personalised in-suite wellness amenities and hyper-curated transformative luxury experiences.

Strategic opportunity

Luxury travellers seek experiences that feel more human and personal. This technologically advanced wellness experience is one example of how brands can cater for this need, looking after the mental and physical wellbeing of their guests

VerseLuxe brings luxury jewellery to Web3

US – Cathy Hackl, an acclaimed tech business executive and the proclaimed 'Godmother of the metaverse', is officially launching her own brand, VerseLuxe. Frillz, her first drop, is a collaboration with blockchain jewellery designer Simone Faurschou. The collection includes 100 necklaces and 100 bracelets made of resin, silver, gold and a near-field communication (NFC) chip tied to non-fungible token (NFT) ownership. Pre-orders will open in late April 2023, and prices will start at £450 ($555, €512).

Thanks to the chip, anyone with a smartphone can scan the jewellery and be redirected to its blockchain-based authentication certificate. Hackl told Jing Daily: 'Even if someone steals it in the future and tries to scan it, the piece is already in someone else’s wallet. So it’s proof of ownership. But it’s also a future connector to our community. We can use this system to send our audience added bonuses and offer them access to special events.’

In Neo-wealth Wears, we previously looked at how luxury brands are setting their sights on the crypto elite, designing accessories, including necklaces and bracelets, that allow people to flaunt their riches in the offline world.

Frillz by VerseLuxe, US

Strategic opportunity

NFCs represent swathes of new opportunities to redirect consumers not only to authentication certificates but also to e-tailers, apps and events – acting as a new CRM channel

Stat: A third of US Millennials support a cap on personal wealth

Water Drop Library by 3andwich Design, China Water Drop Library by 3andwich Design, China

US A new survey conducted by Harris Poll for Fast Company reveals that Millennials are the generation most likely to support a cap on personal wealth in the US. No other age group, including Gen Z (26%), indicated this much support.

Across all age groups surveyed, 60% of respondents said personal wealth should not be capped, while only 19% said it should. The results confirm a shift among Millennials and Gen Z, who tend to question capitalism more than their elders. While they tend to support small businesses, hustle culture and personal branding on social media, the youngest generations express concerns about companies or CEOs like Elon Musk and Mark Zuckerberg getting too wealthy and possessing too much power.

We previously highlighted how a global Paralysis Paradox is pushing business organisations to transform and adopt shared solutions and radically disruptive innovations. As capitalism faces more scrutiny, younger consumers wont accept profit as a businesss sole motivation.

Strategic opportunity

More prominent corporations should look into empowering smaller businesses to harness their popularity among a rising group of anti-capitalist Millennials and Gen Z consumers

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