How to communicate a mass customization offering still is one of the larger open issues in the field. While we now have plenty of research on how to design the consumer interaction process within a configurator / co-design toolkit, we still know rather little about the communication policies of mass customization. How to advertise mass customization? Which are the features that one has to stress in a TV spot, banner ad or newspaper to attract new people to a mass customization offering? From my experience, direct mailings and word-of-mouth, plus PR, are the major means of marketing communications.
Evalotte Lindgens in our Aachen research group is working on this topic in her Ph.D. thesis, and so we hopefully know much more about it in the future.
The topic came to my mind again as I got a mail by my old mass customization friend Jan-Christoph Goetze who proudly announced the first TV spot for his personalized novels, targeting the "Mother's Day" present season in Germany:
Evalotte then directed me to the following TV spots that advertise a mass customization offering (most are in German):
My Muesli and Spreadshirt:
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Prince Tennis Racquet Customization and Dein-Schneider.com (apparel):
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The Shirtinator clips (R rating):
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Chocri and PosterinXL clips (2010):
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MySkin (2009 and 2010 spot):
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If you know more, please post a comment or send me a link! (Note: We are not looking for tutorials on MC websites or videos about the company! No, we are seeking good ol' TV spots to advertise a mass customization offering and bring people to the site).
Thanks for putting our "MeinSkin" spot on the list :)
If you like to see the 2010 TV-Spot version (3D - we like it) just check out http://designskins.com/medien/#dd-in-media or http://vimeo.com/deindesign
Posted by: Kyan | May 06, 2010 at 04:07 AM
chocri has something cool in the works... :)
Thanks for the great collection!
Posted by: Carmen (chocri) | April 22, 2010 at 10:23 AM