The combination of contemporary culture and modern technology cannot be made without creativity. East London has become a great example of cultural hybrids: its music, art, bars and graffiti, to just name a few examples of where to look. The richness of the cultures also are reflected in its mode of technology. East London’s science park has become one of the most creative centers that meet different kinds of modern demands. Modern technology is naturally linked to rich culture in places like this. It is the diversity of this region that set a perfect ground for exploring all kinds of possibilities with an open mind.
▲Graffiti art on the streets of East London
So how does technology evoke progress for social culture? G!Voice provides the 3 following inspirations: on the emotional level – Taiwan’s FRANZ; the necessity level – Korean Tesco; the communication level – Coca Cola. Let’s see how they actualize their visions!
Touching the Heart – FRANZ
(Chinese culture x Marketing idea x Neurotechnology)
The Chinese culture is all about being polite. Taiwan culture held on to the essence of this virtue and somewhat internalized it as our own. Yet one of the results is that it had us repress our emotional side as to be more reserved for the public eye. It has become a habit of passive affection towards family, friends, and lovers alike. . . Most people in Taiwan feel squeamish about expressing their feelings out loud.
Family always comes first in Taiwanese culture. The most important holidays (Chinese New Year, Mid-autumn Festival and Lantern Festival) are all about family. It is true for most Taiwanese that they never verbally said “I love you” to their loved ones before. This is Taiwan, a culture that is reluctant to express emotion!
Everyone needs to be loved in an era like this. Why should we be any different? With this in mind, FRANZ hosted a “See the Love” event that uses their advanced technology to visualize ones brain’s reaction towards an object of affection into images. The unsaid caring, love and passion are printed onto ceramic products that can be gifted to those that need love.
Many say that technology isolates one individual from another. In this case, however, FRANZ found a way to help Taiwanese become closer to each other by understanding their way of thinking. This event would not have been as successful in a Western country, since it comes natural for Westernes to be very outspoken about their feelings. It can be said as a project specifically designed for Taiwan culture.
Meeting the Need – Korean Tesco
(Korean fast-paced culture x Exterior design x QR code technology)
Korea is well-known for its emphasis on speed and efficiency. Koreans have all sorts of [express] services going on, with the biggest market for such services topping 0.7 trillion dollars each year. For them, speed equals success! After the internal war affairs in 1950, Korea wasted no time to rebuild their national image, as well as their social one. The result is their fondness for speed!
▲Mc Donald’s in Korea have a 24hr delivery service.
Everything is about convenience and efficiency there. It it so deep-rooted in their cultural consciousness now, that it’s almost their brand. You hear “Bballi! Bballi!” everywhere in Korea, meaning: Hurry! Hurry up! It is almost that there is never enough time to do anything. This mentality, with the image of the crowded, noisy urban setting, it is not hard to imagine the “express” culture that merged: seafood deliveries, pet expresses, ATMs, even express for attending national exams… You name it, they probably have it.
The famous global chain warehouse Tesco (renamed as Homeplus in KR) met up with the demand and promptly altered their business model. They place catalogs in front of subway gates that allow users to scan the QR code to buy products. The groceries are delivered to their registered address. In other words, Tesco is taken to the subway. This simple change had their revenue shoot up 130%, only because they put their heads together to see what the local market needed.
The QR code, GPS and smartphone systems fit perfectly into the fast-paced Korean society, and if applied well, it can help any industry blossom once the demands are met. The birth of a new technology always answers to some kind of culture need. That is why it is necessary to put both into the equation!
Shortening Distances – Google vs. Coca Cola
(Brand culture x Commercial creativity x Mobile technology)
"I'd Like to Buy the World a Coke”: this is the slogan that introduced Coke to the world in 1971. It would have been dismissed as simply a saying during that time, but now, technology can really make it happen!
Google has decided to show the market and its distributors that creativity counts. It announced bringing back the most iconic advertisements of the 60s and 70s, and Coca Cola (and its image of “happiness”) was its first choice. Together they demonstrated an example of saluting culture through the means of modern technology.
The concept of “buying the world a Coke” extends the idea of bring happiness to others. Google improvised this by using viral commercials, smartphone communities and the net to realize this action of treating a stranger to a drink! The consumer takes a picture of the clip or text a message. A short video appears and shows how the bottle of coke is sent somewhere afar. The message pops up in a coke machine at a random corner in the world, allowing the buyer to read your message on the screen. A free coke will fall down from the machine right after! The recipient can reply by texting you back from the vending machine, too! Google also sponsors the translation of the messages.
Creating, sharing and enjoying a moment of happiness. This is Coca Cola’s slogan, and it is amplified through technological means. Now someone from around the world will be able to interact with you. The phrase was meant to be abstract, but thanks to theses crazy but wonderful ideas, it is a successful case of having technology serving culture!
reference：http://mag.nownews.com/article.php?mag=4-103-12348&page=1
Source：http://deelightfullydeevine.wordpress.com/2012/11/17/east-london-street-art/
http://go.eslite.com/Event.aspx?id=1153
http://www.hancinema.net
http://blog.ethosinteract.com
http://ogilvypr.pixnet.net