Spring 2018, a Time to Look Forward to!

A new five storey addition facing military trail will add a much needed space and modernization to the campus of University of Toronto Scarborough. Students already can’t wait to see Highland Hall join the campus.


Source/ Image Source: http://www.utsc.utoronto.ca/aboutus/highland-hall


What’s in it ?


The 134,216 square foot building will house faculty and administrative offices, student services, lounges, and event and study spaces. (In other words, everything!) Perhaps this building will help alleviate the critical issue of study spaces at UTSC.


What is it for?


Highland hall will be a new home for Social Sciences departments and for the UTSC Registrar’s office. This building will also help bring the community together through more access and engagement.


This project will cost $52 million dollars, an investment that has been needed taking the campus forward. Highland Hall as shown in the picture will be an extraordinary work of art that echoes architectural manipulations into a series of volumes that are stacked, offset, and twisted. It will help bring strong contrasts to the rugged concrete (SW Building)  Architecture of John Andrew’s buildings.


The student body of UTSC is already excited and can’t wait for this new building to be ready for our use!


If you are curious about construction and updates, visit the Highland Hall construction page for up-to-date information: http://www.utsc.utoronto.ca/aboutus/highland-hall-construction


There is also a live webcam! Watch it here: http://www.ucitonline.com/uofthighlandhall


By Queena Zeng




Clive Owen is Back in the Driver’s Seat…

Can you keep up with The Escape? 15 years since BMW Films and Fallon released “The Hire,” a series of eight original short films that helped branded entertainment, with help from a menagerie of A-list stars and directors.

Clive Owen is Back in the Driver’s Seat as BMW Films Return After 15 Years


BMW has dropped a new film series “The Escape” – featuring Clive Owen and Dakota Fanning! The thrilling 13-minute commercial featured the All-New 2017 BMW 5 series through a well orientated plot and fast paced action.

BMW Films began in 2001, “The Hire” was the first series of eight ground-breaking online short films starring Clive Owen as an enigmatic driver for hire. Each film was a unique story! In “The Escape”, the Driver (Clive Owen) saves the last living clone, a young woman named Lily (Dakota Fanning) through his extraordinary and mettle driving skills.

Nonetheless, the new BMW film is a piece of art that is beautifully crafted to not only tell a wonderful plot but showcased BMW’s brand exceptionally. The film was able to showcase BMW’s luxurious new series and glorified its brand of sophistication and perfectionism in quality, image and luxury.

So far, online comments are fascinated with the new film. People are excited to see BMW bringing back their old tradition and can’t wait for more!

“We do not make cars.

We are the creators of emotion.

We are the keepers of thrill

We are the guardians of one three-letter word.

JOY.”   – BMW. The Ultimate Driving Machine.

Source: http://www.adweek.com/news/advertising-branding/ad-day-clive-owen-back-drivers-seat-bmw-films-returns-after-15-years-174253

Youtube Link to the Ad: https://www.youtube.com/watch?v=jzUFCQ-P1Zg


By: Queena Zeng

Why Women Enjoy Shopping but Most Men Don’t

There is no evidence to suggest that women shop more than men. It’s only that females enjoy shopping more than males do!


The stereotype of women, being as they are, shop more than men. But there’s actually no evidence that supports this statement! Female only enjoys shopping more than males.
In 2013, a study of 2,000 shoppers in UK found that men got bored of shopping within 26 minutes. However, women did not show any signs of fatigue for the next two hours!
But wait, why is this the case?

One theory says that hundreds of years of conditioning makes men and women behave this way. Back in the old days, when our ancestors lived in caves, the male hunted animals while the females gathered food. It was necessary for males to kill quick and head back to safety of settlement as fast as they could. This explains why males often enter the store, choose a product, pay, and leave at efficiently and at ease. Although, hunters went out in groups, hunting was not a social event. Thus, this theory also suggests that men prefer to shop alone. This holds true in UK as they found that 80% of men prefer to shop alone.

On the other hand, female gatherers were not in such a tearing hurry. Foraging for food was a social event that bonded other females of the tribe, inspecting every bush and tree to choose the best quality of food available. Which is now how women shops, by comparing item to item, looking for alternatives and exchanging information among other female shoppers.

So, next time when you are shopping, whether if you’re a female or male, watch your behaviour! It is truly interesting if you fall within the boundaries of this theory or even out of the range. Either way, we are consumers with all the interest in maximizing our satisfaction, whatever that may and however long we shop.

Source: http://economictimes.indiatimes.com/wealth/spend/spending-behaviour-why-women-enjoy-shopping-but-most-men-dont/articleshow/54749973.cms

By: Queena Zeng

Consumer Anxiety – The Urgency to Buy

When you are at the mall, do you always feel like there is an urgency to buy things? From the coffee at Starbucks, to the new iPhone 7, or even the new GoPro Drone. We constantly feel the need to buy things! What is the emergency and what is the force behind it?

Today, we are constantly doing and feeling “something”. We are always wanting “something” to satisfy our ever-ending needs. Perhaps, marketers have a role in this.

For instance, marketers are able to encourage our buying behaviours. They stimulate our desires and drives for the products they market. At times, it can also resemble a sense of urgency that we must buy the shoes that are on sale or a cup of freshly brewed Tim Hortons’ double double as we walk by Tim Hortons. Marketers, have enabled, even encouraged, a persistent state of panic.

In the Ad Week Article, written by Jason Alan Snyder, he analyzes the “crisis culture in marketing is real and pervasive.” He notes that brands are willing to act this way because by colliding consumer behaviour with crisis, it yields urgency that would make consumer take notice and even action of their product.

We see this everyday. When we are in the grocery store or the mall! The countless signs that says “Limited Time Offer”, “Buy 2 for 1”, “Buy 1 Get 1 FREE”, etc. These are countless sales strategies that are embedded in our minds a sense of pressure and necessity to buy these products or else it’s too late! This crisis generates our fear of missing out which is yet amplified by technology. Have you ever felt that missing out on deals was a shortfall to our full potential of happiness?

As of result, we, as consumer and citizens can be diluted of our own identity from the distractions of daily marketers. Do we truly know what we want? Should we have the right to justified marketing?

Source Article:http://www.adweek.com/news/advertising-branding/its-time-marketers-help-ease-consumer-anxiety-they-ve-helped-create-173560

Source Featured Image: http://www.adweek.com/news/advertising-branding/its-time-marketers-help-ease-consumer-anxiety-they-ve-helped-create-173560 

The World According to Facebook: 3 Trends in Online Consumer Behaviour

By: Queena Zeng

The way people act online is changing fundamentally every year. With over a billion active users, who is better to comment on user behaviour than Facebook? Ed Couchman, the social network’s Head of Agency Relation shares the three biggest behaviour changes currently happening on the internet. Can you guess these trends?

The way we, as people act and behave online has drastically changed in the last decade. Ever since Snapchat came out in 2011, the way we communicate and consume information was revolutionized. In the following, Facebook recognizes the top three trends in online consumer behaviour.


Phone Image

Source: http://media-assets-02.thedrum.com/cache/images/thedrum-prod/s3-news-tmp-103031-facebook_video–2×1–940.jpg


A Move from Desktop to Mobile

Phones are everywhere and it has not stopped growing.  We see everywhere we look, walking on the streets, on the bus, or on subways. Phones are essential in our daily modern life.

However, Ed Couchman, Facebook’s head of agency relations, highlights that the pace of change is truly remarkable and significant. He takes note of the fact that television has taken decades to reach a billion units sold, while smartphones took only four years.

Couchman also shares in UK alone, 26 million access Facebook via mobile every day. While last year it was 24 million and the year before was 20 million.

There has also been a parallel increase in video views with rise of mobile usage. Facebook currently generates 8 billion views per day, in which 75% are on mobile (UK).

These statistics are huge, and we can all agree on this as we witness this on our Facebook feeds where videos currently dominate.


An Increase in Visual Communication

Thanks to Snapchat and Instagram, we are shaping our communication away from texts and more so through imagery.

Graph Image

Facebook states that the use of emojis and stickers is up by 388%. Even Oxford Dictionary’s 2015 word of the year was “emoji”.

This may be inevitable as visual form is easiest to process than any text form. Facebook can validate this fact as mentioned earlier, videos are dominating our feeds and users are constantly sharing images and videos rather than texts. Couchman predicts that by 2018, nine out of ten stories on Facebook will be audio/visual based.



On Mobile People Are Discovering, Not searching
Quote 1


When we are waiting for a bus or train or just killing time, we want to be entertained. We are constantly discovering not only new information about products or news, but what our friends or celebrities are doing on a regular basis.


Personalization at Scale

Quote 2

Brands are now making their content more relevant and targeted to each consumer through personalization. We may see this already on a day to day basis. Where we may search up a product on google, and it shows up as an advertisement on our Facebook or Instagram Feed.

With all in mind, the way we communicate and process information is now highly visualized and audio-based. Even with the newly released, Pokemon Go, it has completely revolutionized the way mobile games may be in a few years. Perhaps in the future, texting may not be needed as video calling and “audio” messages will be the prominent norm



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