‘Cars that feel’

In most car advertisements, it’s about incorporating a cheesy theme, showcasing the car’s features and making it seem like its the car to have. As much as we love (or hate) watching these ads, Toyota went about showcasing their cars in a much more innovative way.

So what did they do?

Toyota partnered with Soap Creative to create an innovative campaign called “Cars that feel” that revolved around their Prius cars. This campaign was presented this year at Vivd festival in Sydney and was displayed at the south end of the Harbour Bridge.

What was this campaign about?

Toyota modified 3 Prius cars into sentient beings that would respond emotionally to human interaction. Instead of simply just showing the cars, they transformed the cars to be like human by naming them Peter, Vicky and Carly.

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Each car had an individual and unique personality that would ask the audience for hugs, tickles, kisses and even a selfie to be taken. In addition, the cars engaged with audience by portraying different emotions on the screen of the car. Different colours represented different emotions such that pink was love, purple was excited and green was happy.

To further humanise the cars, each car even had its own Twitter and Instagram accounts. This involved the audience to jump on to the respective social media accounts to share their pictures, retweet tweets and even get tips on navigation to the festival itself. In addition, the tag #carsthatfeel was integrated throughout both social media accounts to further engage the audience.

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 What was the aim behind this campaign?

Toyota wanted to increase the innovative perception of the Prius cars. With that, this campaign encompassed experiential marketing to engage the audience. It was such that it involved the audience to involve as many of the human senses as possible. It was about getting them to interact with the cars in a much different way than you normally would. This is so that the audience would have a memorable interaction and experience that would hopefully generate customer loyalty and a positive perception of the Prius brand. Also, through the use of experiential marketing, it can increase brand awareness and create a positive relationship with current and future customers.

Overall, this was a very successful campaign as it was the winner of IAB Australia’s creative showcase and had a bout 1.8m Prius interactions over the duration of the campaign. There was also an estimated amount of 50,000 people who directly interacted with the cars and 200,000 people who viewed and observed them.

With that, in my opinion, if more brands were to incorporate experiential marketing into their marketing strategies, I would think it would change the entire perception of marketing. Being bombarded with ads is not fun, but having the ability to actually touch and interact with the product brings the experience to a whole new level.

Share your thoughts on experiential marketing and whether you think more brands should start incorporating it into their advertising.

Sources:

http://www.iabaustralia.com.au/creative-awards/creative-showcase/item/1735-soap-creative-wins-creative-showcase-9-1-with-cars-that-feel-toyota-campaign

http://www.soapcreative.com/au/case-studies/cars_that_feel

 

Ralph Lauren joins the world of wearable technology

Wearable technology. What is it? How do I use it? Will I actually use it? Is it the new trend?

Let’s define it quickly, just in case the words “wearable technology” does not explain it all.

According to Wearabledevices.com, wearable technology refers to :

“electronic technologies or computers that are incorporated into items of clothing and accessories which can comfortably be worn on the body.”

Right now in the market, there are already a number of wearable technologies that have made a significant presence. To name a few, there are:

Fitbit Flex
Fitbit Flex
Pebble Steel
Jawbone Up24
Jawbone Up2

 

 

 

 

 

So I’ve noticed that most of the wearable technologies out in the market are small gadgets, mostly watches or wristbands. However, very recently, at about the end of August, Ralph Lauren with a collaboration with OM, introduced their wearable technology – Smart Shirts.

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Looks snazzy yeah? (but sadly no, the shirt doesn’t come with the hunky models).

 

The Smart Shirt is made with silver sensors that allow it to track data through a small device that is plugged in the shirt and it is sent to an app via bluetooth.

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RalphLaurenSmartGiron250

Ralph Lauren debuted the Smart Shirt at this year’s U.S. Open with a number of ball boys sporting the shirt and also even professional tennis player Marcus Giron wearing the shirt during his practice sessions.

 

 

 

So what’s the big hoo-haa all about?

Well, wearable technology is just wearable technology. But now with the Ralph Lauren’s Smart Shirt, it’s LUXURIOUS wearable technology. The brand name and its reputation is adding a whole new dimension to this product.

As David Lauren himself have said, ““Ralph Lauren continues to be at the cutting edge of fashion and culture”. In addition, the Smart Shirt is marketed for 3 things; fashion, healthy and active lifestyle and a high-end product. It is such that the video that Ralph Lauren posted on their YouTube page encompasses  these 3 points, describing it as the “next evolution of  wearable technology”.

With that, it’s no longer just a sports shirt, it’s a Ralph Lauren Smart Shirt.

 

References:

http://www.plusplasticelectronics.com/SmartFabricsTextiles/ralph-lauren-wearable-technology-shirts-debut-at-us-open-119246.aspx

http://www.cio.com/article/2489094/wearable-technology/fashionable-wearables-ralph-lauren-unveils-smart-shirt-at-u-s-open.html

 

 

Pinterest VS Instagram

So let’s pretend we’ve graduated from university (God aren’t we praying for that) and are now marketers in a company. We were assigned a task to start up the company’s social networking sites. There we are thinking to ourselves:

  • What social media platforms should we choose?
  • Which is the best platform that allows us to further our reach with customers and interact with them more personally?

At the very least, we would adopt the “The Big 3“.

1) Facebook    2) Twitter    3) LinkedIn

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This is a graph of a representation of businesses using social networking sites.

(Graph from http://www.fastcompany.com/3030677/why-seasoned-marketers-are-looking-to-newer-tools-like-instagram-and-pinterest)

However, although it is obvious to invest in The Big 3,  3000 marketers have stated that the future of marketing is visual. It is such that consumers prefer visual content to text. Thus, marketers start to look at social media that is more visual and is predominantly made up of pictures and videos. So let’s look at Pinterest and Instagram.

PINTERESTand-INSTAGRAM2

Now I know you’re thinking… Aren’t they the same thing??

The answer is not quite. Despite them both being visual content-sharing platforms, they actually offer vastly different objectives to marketers. Now let’s compare them.

Instagram:

🙂 Made up of pictures and videos that enable consumers to ‘like’, comment and share content easily

🙂 Simple to use and easily accessible on smartphones and tablets

🙂 Has 200million monthly active users as opposed to Pinterest with only 70 million users

🙂 Allows brands to tag locations

😦 Doesn’t allow users to link websites in captions. Consumers must manually copy and paste the URL.

Pinterest:

🙂 “Pin it” button allows consumers to share the content they like and found interesting

🙂 “Repin” button allows consumers to further share content

🙂 Images and websites can be linked to specific pages

😦 Does not allow much conversation between users and with the brand itself

😦 About 80% are female users. Thus, brands who are targeting males will find it challenging.

All in all, there are  pros and cons with Instagram and Pinterest. But at the end of the day, the decision is based upon marketers  fully understanding their marketing and communication objectives and how these social media platforms  allow them to achieve the goals. If a company was looking for greater interaction with customers, Instagram is their answer. If they are looking to increase brand awareness and sales, then Pinterest is the way to go.

With that, I leave you with a question.

As a business relatively new to social media, which of these two (Pinterest or Instagram) is a more effective  investment?