Trend for 2011: Planned Spontaneity & how brands are already responding

We have identified 3 trends that we predict will be big for 2011. We will be posting each over the next few days with examples of how brands are already using them to engage consumers.

The first trend is...

1. Planned spontaneity: Consumers are increasingly seeking exceptional experiences when they go out. Since the recession they are working harder and going out less often, meaning that when they do go out they want something different from the same old bars and clubs. Many consumers want to do something more memorable and imaginative, but due to time constraints they are looking to others to organise this for them. Brands are responding by providing consumers with fun, frivolous and immersive experiences.

Branded examples:

ABSOLUT Vodka: Limited Edition Experiences

Held in in Nov 2010 in London, Bristol, Manchester, Edinburgh & Leeds to celebrate the launch of limited edition ABSOLUT Glimmer, 'turning the ordinary into the extraordinary'.

I went along to the London experience at a disused warehouse in Shoreditch. Publicity had been primarily WOM and no one knew exactly what would happen, creating a feeling of suspense and intrigue. I ‘experienced the exceptional’; firstly with fantastic cocktails and then exploring rooms full of quirky installations (moving mirrors, a maze of string, ping pong tournaments, an office with a militant secretary typing away…)

Europe loves cycling, but what does this mean for brands?

Cycling may be particularly trendy at the moment but it's more than just a fashion. It's an integral part of many people's lives - an alternative to the gym or the train; a 'green' statement and a hobby. There are opportunities for brands to build loyalty by becoming the facilitator or innovator of this lifestyle passion.

Naturally Barclays cycle hire scheme is one obvious - and high budget - example. It demonstrates the bank's generosity and adds value to the activity itself: it frees cyclists from the worry of theft or the hassle of where to leave their bike.

Another concern for cyclists is arriving at work sweaty and bedraggled. Brands could encourage consumer love by taking inspiration from the Adidas Runbase in Tokyo. The 'Runbase' is a concept store where runners can shower for free, rent lockers and borrow Adidas running gear.

It's not difficult to imagine a branded 'Cycle base' in Britain. Not all offices have showers so this could be a generous way of a brand enabling more people to cycle to work.