Jeep Australia together with cummins&partners, experiential agency Wonder and partners Nice Bike, Digital Dialogue and Maxus are set to mark the launch of the all-new Jeep Cherokee in Australia by creating The World's Most Remote Dealership.
Says Veronica Johns, president and CEO of Fiat Chrysler Australia: "The World's Most Remote Dealership brings the Jeep 'Don't Hold Back' attitude to life with a unique offer. We believe this is a 'World-First' and a campaign only Jeep could pull-off."
The Jeep Remote Dealership will be offering people the incredible opportunity to buy one of ten Jeep Cherokee Longitudes for just $10K Drive Away*, but only, if they can make it there.
The campaign will be launched via TV, digital and social and will drive users to download the Jeep App, to participate. However the exact location and other details of the Remote Dealership will only be revealed in the coming weeks and only to those who register through the Jeep app.
Says Jim Ingram and Ben Couzens, joint executive creative directors, cummins&partners: "The Cherokee is as much at home in the city as it is in a place far more remote. So we figured that's exactly where we should sell it - the most remote car dealership in the most remote country in the world."
Tuesday, 22 July 2014
Out of home 200% more effective when mobile data is used to plan ad campaigns
Out-of-home (OOH) advertising is 200 per cent more effective when mobile data is used to plan campaigns, research from Posterscope’s mData partnership with EE for various clients has found.
The data from EE was used to gain insight into consumers’ movements and location-based digital behaviours when they were on the move, to decide what OOH media sites to use.
Results from a campaign for Lenovo during the trial, which featured a control group and group optimised by EE data, discovered that unprompted advert awareness was up 200 per cent and online searches were up 150 per cent when EE’s anonymised and aggregated network usage data was used to optimise OOH media selections.
“Mobile data is one of the OOH industry’s biggest game-changers in a decade,” said James Davies, chief strategy officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered.
“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness.”
EE said that it was looking forward to generating further unique products with Posterscope in the outdoor advertising space.
Thursday, 19 June 2014
Why 1,500 people bought the Honda Fit Without Ever Really Seeing it
F/NAZCA SAATCHI & SAATCHI CREATES 'INVISIBLE' HONDA THAT CAN ONLY BE SEEN WITH A TABLET
Trying before buying is usually standard practice when it comes to big spending. You wouldn't buy a TV or sofa until you'd tried it, and you certainly wouldn't buy a car.
But F/Nazca Saatchi & Saatchi's campaign for the Honda Fit 2015 managed to convince 1500 people to buy the Honda Fit without ever seeing it in the "flesh".
The strategy was implemented in Honda dealers from all over Brazil. Clients could visualise details of the car simply by directing the camera of a tablet at a "Virtual Carpet", which marks out the exact size of the new car.
More than 38,000 people interacted with the new Honda Fit virtually and 1,500 bought it even before it was available in stores.
Volkswagen Freaks Out a Whole Movie Theater With Devious 'Don't Text and Drive' PSA One small distractionBy Rebecca Cullers
June 10, 2014, 11:47 AM EDT
We've seen lots of "Don't text and drive" ads lately. With this one from Ogilvy Beijing, Volkswagen drove the message home to a captive movie-theater audience in a way they'll surely remember.
Watch the spot first to get the full impact.
Obviously the video begs the question about how, exactly, the stunt was pulled off. It says a "location-based broadcaster" was used—presumably this is done through geo-fencing,though you would think people would have to opt in to receive text messages that way.
But if the footage is genuine, it's a remarkable way to demonstrate that mobile-phone use is now the leading cause of death behind the wheel. Advertising is a great way to get that message across, at least until VW figures out a way to use German engineering to solve our obsession with cellphones.
Monday, 5 May 2014
How Audi Will Create the Next Mobile Entertainment Platform with a Tablet
New Smart Display to offer every app in Google's Play Store, including YouTube and Netflix
Amongst the many new tabletson display at the Consumer Electronics Show this week in Las Vegas, one stood out — not for its size or its overall design — but because it was developed by a car company.
Audi will produce the Smart Display, an Android-powered 10.2-inch tablet, that the German automaker will offer buyers of its cars as early as this year.
As expected by the luxury brand, the tablet is sleek, housed inside a brushed aluminum casing, that will feel at home inside any of the company’s vehicles.
But what’s on screen is what should capture the attention of Hollywood.
Because the tablet is powered by Google, all of the company’s apps, including YouTube, will be available to users through the Google Play store. Every video, music and gaming app.
This is significant because when paired up with Audi’s WiFi service built into its cars, Audi will truly become the ultimate mobile entertainment device.
This was inevitable, especially as Google has aggressively gone after carmakers as the latest platform to take over with its Android operating system, currently on a majority of the smartphones and tablets in the world. It announced the Open Auto Alliance at CES to integrate Android into more cars made by members General Motors, Honda, Hyundai and Audi.
But Audi is the only one to say it will build its own tablet so far.
And owners of Audi’s tablet will surely want to fill it up with content, so it will soon become a new source of revenue for content makers and distributors. What’s also noteworthy is that Audi’s consumers will enable YouTube to now offer its advertisers an attractive wealthier demo to reach through their online marketing campaigns. Targeting consumers through their cars? It’s now closer than you think.
Audi is building the Smart Display through its sister company e.solutions, a joint-venture with Elektrobit. Nvidia will provide the Tegra 4 chips that run the device at impressive speeds.
With more tablets finding their way into cars, developers of the Smart Display said they wanted to come up with a device that was safer to use while driving. The Smart Display was designed to be crash-proof; its glass won’t shatter upon impact hurting passengers. The case is also meant to withstand high or low temperatures, which often affect mobile devices.
But accessing information and entertainment is the real appeal for Audi’s new tablet.
Device connects to Audi’s MMI navigation and infotainment system, with all of the car’s data available to see on the Smart Display, from maps to fuel gauges. A built-in camera enables Skype video calls.
In announcing the new device, Nvidia touted the “hundreds of thousands of “books, music, games and films that can be enjoyed by passengers in the car.” The display will also play DVDs through Audi’s internal system, Netflix and other streaming-based apps through Audi’s high-speed LTE Internet connection available in the car. It will also enable users to start a movie in the car and finish it at home where they left off.
Audi is still trying to figure out just where it will have drivers store the Smart Display in the car when it becomes available. There’s not currently a dedicated slot for tablets inside its vehicles. The device will most likely become an accessory available when you buy a new car.
But even that is an interesting issue car designers must now deal with. In Audi’s case, it’s embraced the fact that its consumers aren’t willing to give up on their mobile devices while driving, so it’s joined them and created its own.
The timing of the Smart Display’s offering also comes as companies like Audi push hard to develop and promote self-driving cars. Should that take off, “drivers” will be able to turn to tablets like Audi’s new device to stay occupied.
And that’s only good news for the entertainment industry, which is seeing its digital dollars add up to a significant new revenue stream through mobile devices.
Mazda Takes One Awesome Road Trip Through 60 Instagram Posts in Grid View Fun innovation by JWT CanadaBy Alfred Maskeroni
April 16, 2014, 1:42 PM EDT
For brands, the road to standing out in social media can be a slippery slope. But Mazda and JWT Canada collaborated on a pretty interesting marketing journey on Instagram.
Over the course of three months, the carmaker posted images and videos that plotted the course of a Mazda vehicle. But not only was each post meticulously detailed and art directed, they all fit together like puzzle pieces to make a growing scene of a road when viewed as a grid layout on Mazda Canada's mobile Instagram page.
Three posts were added at a time, every week or so, adding one more layer to the three-column grid. The project began Dec. 17 and wrapped up March 28.
Throughout the car's "Long Drive Home," the brand includes mentions of followers, videos of sponsored events and references to cultural happenings like Mardi Gras and the Super Bowl. It was then capped off by giving a new Mazda to a fan.
Below, check out a recreation of the layout. (All the images and videos are clickable through to the brand's Instagram pages.) And below that, there's a case study describing the process.
Buckle up and click around. There's some cool stuff in there.
Jeep Australia together with cummins&partners, experiential agency Wonder and partners Nice Bike, Digital Dialogue and Maxus are set to mark the launch of the all-new Jeep Cherokee in Australia by creating The World's Most Remote Dealership.
