Richard Leggett on New Media

Here's a fantastic execution of an idea for mobile, using Flash Lite. For those up and coming Asian businessmen without a PA of their own, BreakDesign (makers of Dawn of the Fly) have created a digital PA that has a calendar, finds bars, taxis and other information.

I'm a big fan of giving a consumer something useful and then branding it. As opposed to giving a consumer something that does something associated with the brand (brand self-love I think they call it). In this case they hit the old golden "sweet spot" and did both. Some brands lend themselves to this naturally, such as Nike with Nike+, sometimes its harder to create something of real value.

Check out the video walkthrough of the application. (available for download soon)