'Five to Nine' is a Commuter-Focused Publication by Microsoft
Jana Pijak — June 23, 2015 — Marketing
References: lumiaconversationsuk.microsoft & buro247
'Five to Nine' is the name of Microsoft's latest printed publication, a newspaper that aims to inspire commuters. The limited edition newspaper was developed in partnership with creative agency Protein and consists of five exclusive issues that are being passed around for free all week.
In an effort to inspire those on their morning commute, tech giant Microsoft goes against its traditional branding strategy and instead opts for something many wouldn't expect, a product that goes against the company's high tech mentality.
The 'Five to Nine' project by Microsoft is not only interesting for commuters but is also reflective of the brand's understanding of consumers. As much as tech is taking over our world, the recent rise in anti-tech retreats and initiatives makes this limited edition product more intelligent than many would think.
In an effort to inspire those on their morning commute, tech giant Microsoft goes against its traditional branding strategy and instead opts for something many wouldn't expect, a product that goes against the company's high tech mentality.
The 'Five to Nine' project by Microsoft is not only interesting for commuters but is also reflective of the brand's understanding of consumers. As much as tech is taking over our world, the recent rise in anti-tech retreats and initiatives makes this limited edition product more intelligent than many would think.
Trend Themes
1. Branded Commuter Newspapers - Opportunity for companies to create printed publications targeting on-the-go consumers with informative and inspiring content.
2. Anti-tech Initiatives - Rising trend of consumers seeking balance between technology and their offline lives, creating opportunities for companies to explore alternative branding strategies and product offerings.
3. Limited Edition Products - Opportunity for companies to create exclusive products that generate curiosity and excitement, particularly in the digital age where access to everything is expected.
Industry Implications
1. Technology - Technology companies can explore alternative branding strategies and product offerings to cater to consumers seeking balance between their online and offline lives.
2. Media and Publishing - Opportunity for print media companies to create branded literature targeting on-the-go consumers with informative and inspiring content in a highly digitized world.
3. Advertising and Marketing - Opportunity for marketing agencies to think beyond traditional branding strategies and develop creative concepts for exclusive products that generate curiosity and excitement.
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