Automotive (105)
Driving the wave
Tell me your favourite song and carmaker Jeep will tell you where to drive. The car manufacturer developed an interesting online concept in Spain called “Drive your track”. Users are asked to upload their favourite song, then special technology reads the sound wave generated and finds a landscape that matches the shape of the wave. With a further click, users can discover the route to reach their destination and useful information about the places they may see along the way.
Why it matters
People have emotional connections with music. So mixing different categories to create a new kind of experience may reinforce the connection they have with the product itself. Is this kind of combination enough to differentiate your brand within a highly competitive market?
Spotlight on dangers
German scientists have developed an anti-crash system, which is able to detect humans or animals on the roadside. If potential dangers are detected, it quickly marks the object with a light spot to get the driver‘s attention.
Why it matters
Undoubtedly this invention is a valuable step to make the streets safer - for both car drivers and pedestrians, cyclists and wild animals. However, the underlying technology has potential for more: if it is able to detect humans, could it eventually also spot products or posters? What else could be integrated in this system, that delivers a benefit for consumers?
Watch CSI recharge your car
The French car maker Renault launched an innovative advertising campaign for its electric car named Twizy. At the end of each TV show, the ad tells consumers what percentage of their car battery would have been recharged during the show.
Why it matters
Electric cars still suffer from a poor image due to perceived lack of performance. But electric car technology has changed and to make consumers aware of this, Renault chose to contextualise its ads by giving live and concrete information about the product. What innovative communication strategy can you implement to fight stereotypes in your market?
