Kokoro Cuts – best of July

A round up of the best new experiences and campaigns we’ve seen on our travels. Here’s what you need to know about

Microsoft launches its first UK store with community focus (it’s not just a shop)

July saw two big tech giants launch experiential spaces in the UK – Microsoft and Samsung. Microsoft’s first ever UK flagship is impressive, not so much architecturally, but more because of the community focus. Yes it has an incredibly impressive gaming lounge but it also has a Community Theatre for students, parents and small businesses for lots of free learning. It’s great to see a brand put the emphasis on how it can help foster relationships with the community, and put its colleagues centre stage in delivering this, rather than just provide immersive experiences through tech.

Samsung launches the ultimate ‘experience space’ (no, it’s not a shop)

Samsung KX has just opened its doors in Kings Cross. Adamant that this is so much more than a shop Samsung has even put this message at the heart of its campaign “It’s not a shop. It’s a place you can #DoWhatYouCant”. The space is impressive architecturally but with all the friendly colleague faces to bring warmth to a sleek interior. It’s all about experiences – it gives people the freedom to try their hands at things like digital graffiti, DJing, the future of driving… plus the opportunity to connect with your passion through a plethora of daily talks and events.

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Converse goes beyond the sustainability headlines

There are a lot of hyped-up headlines at the moment about brands jumping on the sustainability wagon as the Fashion industry looks to clean up its act. Most high street brands have upped the ante on sustainable ranges in the last couple of months. ASOS even has a ‘sustainable filter on its app! But looking beyond the headlines its Converse that really sticks out with its credible, honest stance. Its latest campaign has emotive creatives, a really decent product range (this isn’t eco bland basics) and an incredibly transparent and simple 3-step process of how plastic bottles are transformed into great product. This is what consumers want – 0% effort, 100% feel-good.

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$50 boxes of cereal – this is value in 2019!

Who on earth would have thought of a collaboration between Travis Scott and Reese’s Puffs. Then who would have thought that an arty pop up at Paris Fashion Week could promote it. This collaboration has created quite a stir for an old American favourite. At $50 a box (yes we did say that correctly) you could have got your hands on a Travis Scott designed box for a mere 50 seconds before they all sold out! This is a fun way to create a surprise buzz and get big social coverage.  Reese’s Puffs’ official Twitter tweeted: “Missed your shot? Follow @trvisXX + @ReesesPuffs for more to come.”

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Genius timely ad from Country Life

We just had to include this clever advert which manages to link butter to a feeling of Freedom by playing on May’s confession that the naughtiest thing she ever did was run through fields of wheat…. Great timing ensured this had maximum impact.

Goodbye shopping – hello experience spaces
Applications for the fan club now open

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