Unruly And News Corp Launch Consumer Home Of The Future With Amazon Launchpad, eBay and Tesco
- New space uses emerging tech and latest research from experts in interior design and well-being to show how marketers can authentically engage with consumers in the connected home
- 25+ innovation partners including Dixons Carphone, Dow Jones, Harper Collins, Heineken, HTC Vive, Matterport, PepsiCo, realtor.com®, Sky, The Sun, Taste.com.au, The White Company, The Wall Street Journal and Withings (part of Nokia)
- 74% of consumers say they would like a robot around the home, while 32% think AI and robots will bring about the end of the world
LONDON – May 11, 2017 – A kitchen that orders food for you and tells you what to cook based on ingredients left in your fridge. A hallway that says hello, makes you coffee and plays songs and displays art that match your mood. And a bedroom that tracks your sleep and helps you choose your outfit depending on the weather forecast.
Is this what home living will be like within the next few years? Ad tech company Unruly has partnered with leading experts on everything from well-being, digital health and interior design to home security and emerging tech such as holograms, augmented reality (AR) and virtual reality (VR) to offer a glimpse of how brands can engage consumers in the connected home.
Unruly has built the 2,000 square foot space at its new London HQ to show what the home of 2020 will see, hear, smell, taste and feel like. The new space will showcase actual and conceptual internet of things (IoT) gadgets – a market predicted to add £1.37 trillion to the global economy in 2019 (source: Business Insider Intelligence) – from a host of leading consumer brands and start-ups. These include: Amazon Launchpad, Direct Line, eBay, Taste.com.au (part of News Corp Australia’s digital network), Tesco, The White Company and Withings (part of Nokia), as well as new media formats from News Corp.
According to the Unruly Future Home Study, 84% of UK consumers would be open to brands engaging with them in the connected home, while 67% of Brits think a connected home will make their lives happier, safer or healthier. Just under two-thirds (60%) think artificial intelligence (AI) and robots will be an essential part of the future.
However, consumer responses also demonstrate the need for brands to interact responsibly within the connected home, with 84% considering home as their sanctuary and 43% worried about security. Meanwhile, ‘invade my privacy’ was given as the most annoying thing a brand could do in the home.
Home – which opens its doors to brands and agencies for interactive home experiences today – will show how advertisers can use the next generation of tech to reach and move people in the connected home.
Unruly CEO Sarah Wood said: “Brands that are passionate about the consumer experience and keen to understand the value they can bring to consumers in their home will be the ones who make the most of this opportunity.
“Home will give marketers a synapse-tingling shot of the future. It will help brands and agencies future-proof their marketing strategies, demonstrating how connected tech will enable brands to share their stories with consumers in new and exciting ways.”
Other Home partners include AJAR-tec, AMD, Caesarstone, Click & Grow, Emel + Aris, iKLEID, Lumie, Lost Values, Matterport, Netatmo, Niio, Octagon Studios, Quiet Mark, realtor.com®, Six Hands and Smarter.
Miguel Martins, who leads Amazon Launchpad in the UK, said: “At Amazon Launchpad, we want to help customers discover unique start-up products and the stories behind them. What is evident through this partnership with Unruly and the significant number of Amazon Launchpad start-ups that are highlighted in the showcase is that a large part of start-up innovation is focused on making our time at home simpler and better.”
Christina Scott, Chief Technology Officer of News UK, said: “Home is a revolutionary project that will bring the kitchens and sitting rooms of the future to life, showcasing Unruly’s innovation and insight in delivering for their customers. I’m particularly looking forward to exploring news consumption habits of the future, reading our titles through a VR headset and creating new partnerships for the future.”
Edward Roussel, Chief Innovation Officer, Dow Jones, which uses hologram technology in Home to bring stock market data to life, said: “Technology is uprooting how people will consume media, making experiences in the future more personalized, immersive and compelling. The media experiences we are creating for the Home of the Future tap into a number of exciting trends that we are seeing begin to emerge in Silicon Valley.”
Other findings from the Unruly Future Home Study, in which 1,000 people from across the UK were asked the best way for brands to interact with them in the connected home, include:
- 55% of Brits would rather buy washing powder through a button on their connected washing machines than go to the shops
- Saving money (61%) was the biggest reason Brits are interested in having a connected home
- The living room is the room where Brits are the most happy to engage with brands (52%). The kitchen is the second (45%).
Visit the Home digital hub to arrange a visit, view the list of partners and download the full survey findings.
Unruly is also launching a pop-up version in its New York office, featuring a fully navigable virtual tour of Home created by immersive technology company Matterport. Guests will also hear insights from the company’s network of influencers, as well as have the opportunity experience a number of IoT gadgets throughout the New York Home.
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