1. CONNECTED CITIES
connecting
people, experiences and data
Innovation – Insights – Interaction
Daniela Krautsack & Joanna Bakas

2. rising urbanization

3. 60% by 2025
Innovation – Insights – Interaction
Daniela Krautsack & Joanna Bakas

4. 80% in Europe

5. urban citizens are
more connected
than ever

6. while the traditional consumer relied on tangible
media such as TV, radio, newspapers, direct
mail, email, Google search or static websites, the
connected consumer is not blindly seeking
information, but is reliant on the right
information finding him and her,
in the right places

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

8. love their smartphones and
tablets
network in mobile and social
networks
they check in to locations to
signal to people nearby

9. install apps to better
make decisions
they research products and services
in real-time and share them

10. Austria smart phone penetration 33 %
57% connections are through mobile
SOURCE: http://www.rtr.at/de/pr/PI22112011TK

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

12. urbanization and digitalization are
posing interesting questions and
possibilities on many levels

13. today’s cities are pervaded by a variety of
visible and invisible media technologies, like
mobile devices, RFID chips, wireless networks,
GPS positioning, urban screens, media facades,
sensors, CCTV cameras, and so on

14. these technologies coupled with the needs
and desires of urban life bring a new meaning
to the idea of relevance

15. 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?

16. these all provide the opportunity to make
our cities more lively and social, more
personalized and efficient

17. MUNICIPALITY

18. CITIZENS

19. BRANDS

20. BRANDS

21. urbanism = marketing
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.

22. thesis #1:
improve infrastructural conditions for
citizens

24. Apple initiative to
save the stores by
saving the
neighborhood

25. all tied to the
brand experience
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.

26. from dangerous to
social and inviting

27. IKEA URBANISM

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

29. Barclay’s
superhighway

31. thesis #2:
Celebrate
urban pride

32. competition of the neighborhoods

33. what’s your favorite
neighborhood social campaign

35. thesis #3:
Make your ideas provide
convenience & utility to citizens

36. Scan, read and make the most
of down time

37. Using is the new owning

38. Shop while
you wait

39. useful information
Nike’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.

41. thesis #4:
Brands future city concepts

46. thesis #5:
Enhance the urban experience

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

48. Google Red Bull street art view

49. fun and leisure
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.

50. Thesis #5:
Enrich the urban canvas

51. painting the ugliest
urban places in the world

52. cities use colour to calm and
happify citizens

53. http://www.youtube.com/watch?v=0qgY2emUKXA
speaking the urban language

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

56. Urban non-digital playgrounds

58. it’s not a matter of advertising by
shouting, but advertising by
contributing
A good ‘marketing is urbanism’ campaign should add a lot
of value to the community and be very reticent in the brand
promotion part.

59. MUNICIPALITIES

60. digital ny

67. digital
vienna
Vienna has been providing open government data for its citizens since May 2011

69. CITIZENS

70. gaming for good:
just an idea
http://www.youtube.com/watch?v=X90mdiBXMao

73. CONCLUSIONS

74. it’s not a matter of advertising by
shouting, but advertising by
contributing
A good ‘marketing is urbanism’ campaign should add a lot
of value to the community and be very reticent in the brand
promotion part.

75. open data and open minds
Opening data for the creation of new platforms by third
parties can lead to better infrastructure and usability

76. mobilize to achieve
We can all use or create platforms to improve the quality of
urban lives

77. Thank you.