News 15.02.2024

Need to Know

Snapchat goes back to its roots as a social platform, the Indian government invests in lab-grown fish, and why a record number of people are watching women's sports in the UK.

Snapchat campaigns for ‘Less social media’ and ‘More Snapchat’

Less Social Media. More Snapchat by Snap, US

Global – Snapchat is making a bold move with its latest marketing campaign, challenging the norms of the social media landscape. Launched during the Grammy Awards and the Super Bowl, the two-minute ad emphasises Snapchat's commitment to genuine connections and a healthier online environment.

The commercial begins with a montage of familiar social media imagery, cleverly incorporating Snapchat's unique features and AR filters. It criticises the current state of social media, arguing that ‘More likes’ lead to ‘Less love’ and ‘More influencers’ result in ‘Less individuals’. The ad culminates in a vision for a better internet, highlighting Snapchat's quirky face filters and user-generated content as the antidote to contrived and polarising online experiences.

Colleen DeCourcy, chief creative officer at Snap, explains the campaign’s focus on enhancing relationships: ‘Snapchat very much is about enhancing your relationships with friends and family in the world.’ The rollout includes tv spots, out-of-home ads and digital promotions, aiming to differentiate Snapchat from other platforms.

The campaign’s paradoxical message, ‘Less social media. More Snapchat’, challenges users to reconsider their online habits and embrace a more authentic social experience. In Brand Innovation Debrief: Snap’s Retail Play, we analysed how Snapchat is bringing its expertise in augmented reality to advertisers, online stores and, surprisingly, bricks-and-mortar retail.

Strategic opportunity

Develop platforms that prioritise genuine connections and authentic interactions. Explore features that enhance relationships and foster meaningful connections, setting your brand apart from platforms focused solely on metrics such as likes

Arya Kani introduces speculative hotel on wheels experience by Mercedes and Belmond

Mercedes x Belmond Vision Pullman Express concept by Arya Kani, US Mercedes x Belmond Vision Pullman Express concept by Arya Kani, US
Mercedes x Belmond Vision Pullman Express concept by Arya Kani, US Mercedes x Belmond Vision Pullman Express concept by Arya Kani, US

US – Visionary designer Arya Kani has introduced his ArtCenter College of Design master thesis project, Hotel on Wheels: Vision Pullman Express. This groundbreaking concept merges luxury accommodation with mobility through an imagery collaboration between Mercedes-Benz and Belmond Group. The service would ideally attract short-term travellers seeking curated journeys spanning a few hours to three days. Inspired by the West Coast, the Hotel on Wheels features a futuristic exterior design with a spacious, comfortable interior, including a 'lookout bar' with panoramic views.

The premium travel experience boasts level 5 autonomy, swappable battery packs, and versatile cabin zones for work and rest. Mobile bot ‘room service’ deliveries and integrated micro-mobility options enhance user convenience.

The Hotel on Wheels is not just a travel solution but a scalable model adaptable to various industries. Through extensive future-casting, consumer analyses and trend forecasting, Kani shaped a collaborative subscription-based hiring model for the late 2030s to early 2040s, providing autonomous chauffeuring, dining and versatile workspaces. For more malleable interior innovations bringing fresh experiences to future passengers, head to our analysis of the Flexible Mobility Concepts for Future Living.

Strategic opportunity

Should vehicles become auxiliary living spaces, professionals in sectors such as home decor, hospitality and entertainment should consider how to design new in-car experiences

India ventures into cultivated seafood with Neat Meatt biotech partnership

India – The Indian government is spearheading an unprecedented initiative in collaboration with cultivated meat start-up Neat Meatt Biotech to develop cell-cultured seafood. This pioneering project, facilitated by the ICAR-Central Marine Fisheries Research Institute (CMFRI), marks a significant step for the world's third-largest seafood consuming nation.

With fish consumption soaring, India is addressing its burgeoning seafood demand while alleviating pressure on wild resources. Moreover, this partnership aligns with global efforts to explore alternative proteins, combat climate change and bolster food security.

Focusing initially on high-value fish species like kingfish and pomfret, the project aims to harness Neat Meatt's expertise in cell culture technology. CMFRI will lead research into early cell line development, while Neat Meatt will optimise cell growth media and scale up production through bioreactors.

Amid calls for sustainable seafood practices, India's seafood market, valued at $57.15bn (£46bn, 53bn) presents a lucrative opportunity for innovation, with exports reaching a record $8.09bn (£6bn, 7.5bn) last year. This collaborative endeavour signifies a pivotal stride towards environmentally-conscious seafood production methods and the growing popularity of the Cultivated Meat Market.

Landless Food by Malu Lücking, Embassy of Food, Dutch Design Week, The Netherlands

Strategic opportunity

Businesses looking to expand into new markets such as India should also consider investing in educational resources; communicating the value proposition (cost to nutrition) is key in converting these audiences

Stat: A record number of people in the UK are watching women’s sport

The Nike United Pack and Nike Tiempo Legend 10, US The Nike United Pack and Nike Tiempo Legend 10, US

UK – Women’s sport is breaking new ground with record viewer numbers, according to a 2024 report by Women’s Sport Trust.

In 2023, 46.7m people in the UK watched televised women’s sports, exceeding the 2019 record by almost 1m. Average viewing time for women’s sports throughout 2023 was also up 16% year on year, at 10 hours and 7 minutes. Almost three-quarters (74%) of these viewing hours were for football, with 25.7m streams of the England Women’s World Cup final defeat on BBC iPlayer.

‘Women’s sport is attracting more younger, female fans, which is great news for the industry as it shows we are starting to attract a distinctive fan base. The more we can understand the motivations driving their connection with live women’s sports, the more this will enable us to build richer experiences for them,’ said Tammy Parlour, CEO and co-founder of Women’s Sport Trust.

In our Sports Rebranded microtrend report we unpacked how sporting brands and bodies are appealing to Gen Z through a focus on interactivity and inclusivity, as reflected in an increased interest in women’s sport.

Strategic opportunity

Ahead of the Olympics, ensure your brand is making space for diverse sports audiences by creating inclusive campaigns that embrace gender-neutral language and champion sportswomen and men in equal measure

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