Monthly Archives: August 2016

Virtual Reality Just Needs Its Own Pokemon GO

Augmented reality has been up and coming for years. There were already augmented reality games for Nokia N95. For various reasons it never really took off. Just as we ticked off augmented reality as the buzzword that will just dwindle and die, Pokemon GO happened.  And in just couple of weeks Nintendo´s stock has gone up (and back down), searches for Pokemon porn (I did not even know about this subgenre) skyrocketed, many people have died, amount of daily users has surpassed Twitter and people spend more time on Pokemon Go than Facebook. And let me repeat, Pokemon GO is an augmented reality app.

The success for Pokemon GO is easy to dissect to these three principles:

1.Easy to start, hard to master
Pokemon Go is simple game, you can start it right away but mastering it takes a lot of time. If you need to explain what you get from VR experience it is too complicated, it has to work right away.

2.Global brand attracting wide range of audience
Pokemon works on many levels and many audiences. For some they are totally relevant at this life stage, for some nostalgia and for some just cute. Until there are blockbuster game or movie (with household name) done in VR, there will be no Pokemon GO phenomenon in VR.

3.Perfect combination of real and digital
Pokemon Go did what Fitbit failed to, got people moving. People still crave for human connection and perversely Pokemon Go has given it. We need cute characters to get us out, move and meet new people. Like Pokemon GO, VR makes our boring reality more interesting but it has even more opportunities. With VR you can totally escape your boring life. Quite an intriguing promise I would say.

Virtual reality will probably also be driven by porn, but there are still couple of hurdles for the success. The VR glasses are still quite clunky and you look dorky when you use it (not to mention you start feeling sick). Therefore, you need more people looking dorky that you can start using VR openly (e.g. skinny jeans, man buns, athleisure). Other part is that VR has not really yet come pass the stunt phase where it is just cool to do something with the technology instead of doing cool things that have true meaning. This is opportunity for advertisers though, because it is still quite easy to make good impression with quite basic VR installations especially in events. This Singleton section was one of the most popular booths in Epicurean festival in Singapore. Main reason was the virtual reality whisky tasting:

singletonvrbooth

There is no question will the VR blow up. It will. The real question is timeline. Two months ago no one would have talked about augmented reality and now it is the hottest technology in town. In this digital age, you just need to one big hit and it will hit immediately.

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Caveman Cleaner and The Art of Standing Out in Gym Shower

There are no low-interest categories, there are just boring run-of-the mill products and more interesting ones.

Despite growth in male grooming sector, men´s beauty products remain still low-interest category. Guys generally could not give a less about what shampoo, body wash or other beauty product they use. Our main heuristics usually are what is cheap, available (hence we use our spouse´s products) and little smell has never hurt anyone, ay?

I bumped into this product in the shower of our gym and immediately caught my attention:
 cavemancleaner

Caveman Cleaner from Bad Labs is perfectly branded product in low-interest category for two particular reasons:

1. Value proposition is clear
I remember when 2-in-1 shampoos came out and you immediately started to wonder why you still need a separate shower gel? Shower is not about pampering yourself, it is a daily chore, you want it to be over quickly. Why would you not put toothpaste or maybe deodorant on that stuff as well? This is a hectic, fast world, there is no time for separate beauty products.

2. Branding is attention-grabbing and focused
Modern life is already too complicated and brands wants us to use different beauty products for different body parts. That just adds stress for modern man. We want to return back to time, when we were hunter-gatherers and did not need to worry about trimming our eyebrows. Our ancestors did only need water from rain, some leaves and charcoal and they seemed happy (until they became extinct). As paleo diet is becoming increasingly popular, why would not you go caveman on your grooming ritual as well?

Our gym shower has probably 20 different male grooming products, this is the only one I noticed and remember.  Saying that you work in low-interest category is not a reason to not be interesting. It is just easy excuse.

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