{"id":233,"date":"2012-10-21T01:59:05","date_gmt":"2012-10-21T08:59:05","guid":{"rendered":"https:\/\/imho.kileozier.com\/?p=233"},"modified":"2012-10-21T01:59:05","modified_gmt":"2012-10-21T08:59:05","slug":"less-is-ever-so-often-more","status":"publish","type":"post","link":"https:\/\/imho.kileozier.com\/?p=233","title":{"rendered":"Less is, Ever so Often, More"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Greetings from Dubai.<\/p>\n

I\u2019m here on a project for a few months, which may affect topic and perspective; always a good thing to shake-up oneself by parachuting into other cultures and projects.<\/p>\n

I came across this first video, a few days ago, illustrating a simple, promotional concept of the French Railway, announcing new service from Lyons to Brussels. It is brilliant in its simplicity; using technology that is virtually ubiquitous in the Western World and Asia to surprise and engage passers-by and promote both the railway and it\u2019s service to the City of Brussels.<\/p>\n

This immediately brought to mind another installation that has been floating around the globe for a few years; the Telectroscope.<\/p>\n

Take a look at the two installations, and let\u2019s talk…<\/p>\n

Telectroscope<\/a><\/p>\n

Take a Look at Brussels<\/a><\/p>\n

Granted; that the Telectroscope is designed as a public, interactive, art installation with a fictitious backstory while \u201cTake a Look at Brussels\u201d is a Marketing Strategy. Yet, examining the two, side-by-side, I see an excellent example of the effectiveness of underproduction and circumventing preconception versus setting up expectation and perhaps not quite delivering to it…especially in a technologically sophisticated population.<\/p>\n

Both these experiences feature technology that is present in pretty much every desktop and laptop computer and many mobile devices available to us. Skype, iChat, FaceTime; these all have inured our peers to awe at being presented with face-to-face conversation at great distances.<\/p>\n

Comparing the two experiences and their effectiveness, though, I have to come down on the side of the \u201c…Brussels\u201d piece. A nondescript, free-standing box which, when one\u2019s head literally enters the space, becomes a virtually immersive, personal experience seems to greatly exceed the excitement engendered by the other install.<\/p>\n

Expectations at Insertion are low; with simple curiosity bringing the viewer closer. Then, when inside, the unexpected is presented with alacrity and matter-of-fact humor.<\/p>\n

This, versus a highly-themed and expensive installation that projects complexity yet offers what is, essentially, sound-free Skype. The fabricated, Telectroscope backstory of a tunnel drilled under the ocean so that people from distant cities can see one another is out of date before we start, and under-delivers, in that there is no sound.<\/p>\n

One can thrill to come across an unexpected opportunity to wave to someone from Times Square to Trafalgar; but as a promoted destination, there seems no real payoff. A better and more personal experience can be had with iPhone and iPad between the same, two locations. Not to disparage the concept behind Telectroscope; but to point out the effectiveness of less buildup for more reward…at a far lower price.<\/p>\n

Is there a payoff to the heavily-themed, Jules Verne-esque setting for the Telectroscope installation that offsets the increased cost? Or, does the simple surprise and matter-of-fact presence of technology in the \u201c…Brussels\u201d installation actually resonate more compellingly?<\/p>\n

Something to consider when planning an experience or campaign. Big is great; as long as the payoff is comparable.<\/p>\n

IMHO.<\/p>\n","protected":false},"excerpt":{"rendered":"

Greetings from Dubai. I\u2019m here on a project for a few months, which may affect topic and perspective; always a good thing to shake-up oneself by parachuting into other cultures and projects. I came across this first video, a few … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-233","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2oSuI-3L","jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=\/wp\/v2\/posts\/233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=233"}],"version-history":[{"count":5,"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=\/wp\/v2\/posts\/233\/revisions"}],"predecessor-version":[{"id":239,"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=\/wp\/v2\/posts\/233\/revisions\/239"}],"wp:attachment":[{"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imho.kileozier.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}