Todays audience is media smart, hyper critical and über social. They will choose how and when to engage with your brand communication and mobile services. We understand that because we live that lifestyle, maybe even slightly more so because we need to be extra critical. We specialise in creating campaigns using traditional-, social- and mobile media to get audiences to look up and intuitively respond to the message.
When communicating with ‘on the go consumers’ you need to offer truly engaging services that appeal to their newly found mobile needs. TABWORLD develops such services and tools using unconventional creative strategy and technology in the market. Social media, mobile campaigns and games, Augmented Reality, Location- and Context Based technology even Wearable devices like Google Glass.
One of the biggest steps that mobile commerce is making in 2014 is connecting our mobile services effortlessly to the World around us. iBeacon is one of the solutions that Apple is pushing to the market because these devices have to ability to ‘talk’ to your mobile phone and help enhance what ever you are doing at that point in time and place.
TABWORLD has been involved in developing truly innovating concepts for wearable devices from te very start. In 2009, the Year before we actually started the company, we developed a wearable sensor line calles MIMAQ Sensepods. MIMAQ is short for Mobile Individual Measurements of Air Quality.
MIMAQ ran its first pilot project during the UN climate change conference (COP15) in Copenhagen, December 2009.
We ran the second advanced sensor tracking project in the city of Leiden in 2010. A team of five students ran their bicycles through the city of Leiden measuring the air quality in the city centre before and during the car free Sunday. The goal of this experiment was to find out what the effects are on the air quality when cars are present and when they are not.
The first measurements took place on Saturday to generate a benchmark. The next day (today) during the car free Sunday the team will ride the streets with their bicycles again to measure the air quality. The quired data will be analysed and visualized on Google maps and Layar augmented reality.
Many industrialized countries have official air quality monitoring programs, funded by governmental organizations. These programs use well calibrated monitoring points, whose measurement results are extrapolated in space (neighborhoods) and time (yearly averages) in order to estimate the exposure of inhabitants to air pollution.
But what about my actual exposure during my daily commute per bike? Or my training rounds, or what if I’m working outdoors all day for my job?
With our MIMAQ wearable sensor project we aim at answering these questions by enabling active in monitoring by individual people by measuring air pollution during their outdoor activities. We provide mobile environment sensors to measure the most important pollution indicators and show the results real-time in Augmented Reality, and as average values over time plotted on the map.
The technological driver behind TABWORLD, Johannes la Poutre is within the MIMAQ team primary responsible for translating the acquired data into tangible visual data. Johannes: “We use Augmented Reality visualisation, this means that everyone with an iPhone or Android device will be able to see the air quality around them, locally in the pilot area.”
Have a look at this video:
Live update: September 12th 2010, 15:00 hours
Students from TU Delft get instructions for @mimaq #geomatics
Live update: September 12th 15:40 hours
Live view of NOX traces in Leiden.
Live update: September 13th 15:00 hours
Proudly we’d like to introduce our client Tribute International to you. Tribute International is amazing company that is taking the Art and Book publishing market by storm.
Their mission: PAYING TRIBUTE TO THOSE WHO DARED TO MAKE A DIFFERENCE AND CHANGE OUR WORLD FOREVER.
In a few weeks we will tell you more about how we helped create a new mobile product that will be disruptive, exciting and at this point still unique in its kind.
We have a great passion for developing mobile games. The mechanics in a game are very dynamic, as are the fantastic mechanism to draw people into a game. The first project we started at TABWORLD was an augmented reality Valentine game, followed by a commercial game for Walt Disney’s blockbuster movie Prince of Persia, a location based retail game for Unibail Rodamco, an augmented reality running game for Intersport mega stores and many more.
Over the Years we have developed many games and used these game mechanics in other shapes and forms for other marketing purposes such as mobile loyalty mechanism, location based services and serious games for B2B clients.
Below you will find the case of the mobile augmented reality game that we’ve created and produced for family park ‘De Efteling’.
In the Efteling everything is a fairytale, even the ATM machine that is provided by Rabobank Netherlands has been turned in to a magical vault and has a special story to it titled: “Feetje en de kluis”. The challenge was to come up with a mobile concept that would bring the tale of the ATM machine to life.
Results: The mobile game has been successful and active in the park for three Years. Several times during the season real life characters play out the role of the ‘feetje en de kluis’ story near the ATM location. Also the campaign was a great basis for campaign spin-off with promotions.
The Efteling augmented fairytale case was nominated at the Mobile Marketing & Media Awards in the category: “Best Mobile Advertising Campaign”.
The description is in Dutch but here’s the official link.
Challenge: Getty Images has a very relevant message that is that interactive storytelling is becoming more relevant by the second. Getty Images is a company that defies the convention of what we think of stock content. They truly understand that for successful interactive storytelling only the highest quality of image, video and audio content will do the job.
Creative Solution: In collaboration with Etienne Mineur, a fantastic visionary creative director from France, Getty Images developed the Transmedia Storytelling campaign. The campaign consists of a printed booklet that allows the viewer to explore a new storyline each time he unfolds the booklet in a different way. For the Dutch Market we’ve added extra layers of content in augmented reality. Each image in the booklet reveals the story behind the picture in the form of sound and video. This way all cross media content of Getty Images is being used in their transmedia storytelling campaign in a highly impactful way.
Results: High impact, involvement and interaction with the target audience.
Building long term meaningful relationships between brands and their mobile customers is about so much more then traditional advertising and media strategy. There is a great opportunity in developing an innovative mobile service for a brand. The case below describes a mobile service that we’ve developed for Allianz Suisse to service and connect with their consumers in a whole new way by strategically enhancing their traditional communication with an innovative mobile service for customers who want to directly connect to their campaign messages.
CASE: Allianze Suisse ‘KonnectAR, mobile client service’
Strategic Challenge: Find a way for an International Insurance company in a multilingual World to help it’s consumers connect with it’s brand.
Solution: We developed KonnectAR, an innovative mobile service that helps customers litteraly CONNECT with everything that concerns their insurance company Allianz Suisse. We start this service in the form of an iPhone and Android application powered with (Layar) Augmented Reality technology. When a customer quick-scans a product brochure or an advertised offer in a magazine the KonnectAR app will directly service them the right animated product information, the website or even a service employee on the phone in their preferred language.
Results: Allianz Suisse will be using the KonnectAR service app in cross-media communication campaigns in 2013 and 2014 to develop best practice cases in the Swiss market. TAB Worldmedia is involved with the strategic and creative implementation of the service.
Client: Allianz Suisse
Date: July, 2013
Services: Mobile Strategy, Creative Development, Creative Design, Digital Production, Augmented Reality.
Date: 1 July 2013, Netherlands, Switzerland
Allianz Suisse has chosen mobile activation agency TAB Worldmedia to help support their cross-media communication campaigns with an innovative new mobile service named “KonnectAR”. KonnectAR is an easy to use free service application that can be downloaded on smartphones and tablets. The app enables their Allianz Suisse clients to make a direct connection to online information and services that are linked to product brochures and advertisements.
Remco Vroom, Director of TAB Worldmedia: “This is all very exciting. Allianz Suisse recognizes that consumers of today expect simple, intuitive mobile service tools from their brand. We are using innovative augmented reality technology from Layar inside the Allianz KonnectAR app to enable this. As soon as customer quick-scans a product brochure or an advertised offer in a magazine the KonnectAR app will directly service them the right animated product information, the website or even a service employee on the phone in their preferred language.”
Patrick Eugster, Head of Corporate Development & Strategic Marketing at Allianz Suisse: “The possibility to connect our online content with our offline commercial instruments and engagements is of crucial importance in an ever increasing connected world. KonnectAR allows the customer an easy transfer across different media instruments and therefore improves the whole brand experience these customers face.”
Challenge: Walking through an Cannes Lions Press Exhibition is a fantastic highly inspirational experience. By looking at the great award winning ads you can only imagine how they came up with the strategy, the concept and why these cases are all winners. But that’s just it… how can we help and involve the audience that can’t imagine, that doesn’t know what makes these ads great?
Solution: Ask the 3 of the best creative directors in the industry to share their professional opinion in a sharp, witty, unsensored audiotour. At the event we will hand out free earphones and have free wifi so visitors can access the audiotour on their phones. The free app holds more cases so they can actually view, review and zoom into the cases during and after the event. To spice things up, we will also create an extra augmented reality tour so visitors can scan and augment the ads and hear what the creative directors have to say.
Result: 2013 was the second edition of the 24Audiotour. After the success in 2012, the organisation asked TAB to create a second and even more vivid edition. The campaign results are good, over a third of the people who visited the exhibition also used the audiotour. Average usage time was 16 minutes and the application even got an extra download boost after the event.
View the tour: www.24Audiotour.com
Creative Challenge: The Van Gogh Museum relocated its collection to the Hermitage in Amsterdam for several months. Artist Henk Schut has come up with the idea to create an art walk through the city of Amsterdam. A red line will be hanging from building to building, leading the way from the Van Gogh Museumplein to the Hermitage about a Mile away. What is the most convincing and engaging way to involve the mobile consumer?
Creative Solution: Create an exiting, compelling, addictive application that will allow people who walk the Van Gogh Mile to view the streets of Amsterdam the way Vincent van Gogh would have in his imagination. Listen to passages from carefully chosen letters that Vincent wrote to his brother Theo and learn about the master in a way that you will never, ever forget.
Results: Without publishing the actual figures we can say with great confidence that this project was a great succes. The Mobile component of Henk Schuts live art walk made the circle complete and figures showed that a significant percentage of visitors who bought their ticket at the Museumplein used the mobile app to complete the tour and tell their friends about it using the social media tools in the app.
View the movie clip.
Client: Van Gogh Museum, Artery Foundation
Date: October 2012 until February 2013
Services: Mobile Strategy, Ceative Development, Digital Production.
Remco Vroom is our Creative Managing Director, the driving strategic and creative force behind the team with a passion for shaping the mobile future. He also previously served as a commercial and strategic account director at advertising agencies Euro RSCG, Grey Worldwide, TBWA\ and Young & Rubicam.
Johannes la Poutre is our Chief Technology Office, the magician who defies the laws of technology. He also previously served in several leading technology functions at @Home, Essent, UPC, Cendris and Music Startup Twones.
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