[T]he near-total triumph of the ‘online revolution’ (1.4 billion people online, anyone?), which now has the ‘offline world’ more often than not playing second fiddle in everything from commerce to entertainment to communications to politics.
In fact, ‘offline’ is now so intertwined with ‘online’ that a whole slew of new products and services and campaigns are just waiting to be dreamed up by … well… you? Our definition:
OFF=ON | More and more, the offline world (a.k.a. the real world, meatspace or atom-arena) is adjusting to and mirroring the increasingly dominant online world, from tone of voice to product development to business processes to customer relationships. Get ready to truly cater to an ONLINE OXYGEN generation even if you’re in ancient sectors like automotive or fast moving consumer goods.
For this briefing, we chose to focus on hands-on innovation. Which to us means coming up with new goods, services and experiences. And as this is about current OFF=ON developments, we’re excluding researched-to-death topics like straightforward ecommerce or cross-media strategies….
[C]yberspace as we know it (read: a wondrous world of control and make-believe restricted to desktops at home or in poorly-lit offices, and laptops that don’t venture too far from spotty hotspots) is about to vanish, and will be replaced by something that is everywhere, enabling consumers if not enticing* them to actually venture out into the—you guessed it—real world.