Friday, May 6, 2011

Another Interactive Mercedes-Benz film - "Drive & Seek"

Mercedes have just launched another interactive film on their website to showcase the C-Class coupe. Much like the interactive film they did for the new SLK, users have the opportunity to engage with the various feature available for the car, as well as giving Mercedes an opportunity for lead generation.
The interactive version can be found by clicking here.

There's also a more "traditional" version of the film on Mercedes' official YouTube channel.

High production value as well as being outrageously over the top, but interesting to see this form of interactive film being utilised by Mercedes in such quick succession after the SLK effort.

Via - Autoblog

Tuesday, April 19, 2011

The Art of Progress - Audi A8

Audi's newly updated flagship sedan in the A8 has now got communications backing. It's interesting to see the idea of vorsprung/progress interpreted in various different ways to align the product's positioning with that of the intended target market. Where Audi's executions differ from many other premium auto-manufacturers, however, is that they don't seem to only pay homage to the mentality of their market, but push further in their executions to ensure that their ideal drivers' aspirations are reflected. The scene with a young, funky looking DJ would probably not be found in communications for other cars aimed at the older business executives.

Another great execution from Audi.

Via - YouTube

Thursday, April 7, 2011

Tissot Brings Augmented Reality To Point Of Sale

Tissot has partnered with Harrod's by installaing an interactive window display that enables consumers to virtually ‘try on’ watches from both the Ladies and T-Touch men’s collection, complete with a fully interactive touch screen that allows potential customers to experience the wider Tissot range range in an innovative and fresh way.

Whilst the idea and execution is no doubt highly engaging and interactive, the paper wristbands do somewhat detract from the premium nature of the watch brand, in my opinion...

Below is a video showcasing the many positive responses from potential purchasers, so perhaps my opinion doesn't matter much, in this instance.

Via - Luxuo

Friday, March 25, 2011

Augmented Reality Film

The Witness claims to be the first film to take place on the "outernet", blending drama with real life interactivity through a specially designed iPhone app, where participants either inadvertently saves the day or becomes the villain of the story as a result of a series of decisions they make along the way.

In order to participate,
German viewers would apply online, where "winners" got to enter a real-life version of the movie in which they play a role, using their phones to watch snippets of the film that play out like a virtual layer over the physical environment they are in.

Via - YouTube

Tuesday, March 22, 2011

Mercedes' Transparent Wall

As an attempt at communicating Mercedes Benz's Pre-Safe philosophy, the brand commissioned a part commercial/part installation to further lay claim to the brand's claims to innovations

The installation required a mounted camera on one side of a wall, with a projector displaying any cars, bicyclists or pedestrians on the adjacent wall. The effect literally allows drivers to see around the corner, and while it's not a perfect representation of the Pre Safe system. Below is a more demonstrative video:

Via - YouTube

Wednesday, March 16, 2011

Speed Date With New SLK

Mercedes US have launched an interactive campaign utilising social media to showcase the new SLK to the world.

The campaign works as a choose your own adventure type of interactive movie, where you, the user, are treated to a test drive by a fictitious Californian called Ksenia Lauren. Throughout the test drive, the story unfolds differently depending on the choices you make after being prompted at various points. You are also offered a chance to become her Facebook friend, which will update you as the campaign unfolds if you choose to become a fan.

To experience the SLK for yourself, click here.

Via - Mercedes Benz

Tuesday, March 15, 2011

VW Virtual Test Drive

VW have introduced a new iPhone app that aims to demonstrate to prospective customers on some of the company's newer technologies

To use the app, participants hold their iPhone above a VW ad in a magazine or newspaper with a road printed on it. Following the curve of the road with the phone shows how some of the car's safety features respond to real-world driving conditions.

The app allows users to switch between modes. For example, in the Adaptive Lights mode, the headlights on your virtual VW will follow the curve of the road. In Lane Assist mode, the phone vibrates when your car gets too close to the edge of the virtual road. There's also an Adaptive Cruise Control mode, which puts a second virtual car in front of your VW and keeps them an equal distance apart as you move across the page.

Via - Autoblog

Tuesday, March 8, 2011

Harley Tries Crowdsourcing

Harley Davidson took the decision to allow the brand's fans to create their next commercial. The brand made the brief public and received over 600 ideas from 200 individuals. This was then shortlisted to 65 possible ideas, with one eventual winner chosen.

Below is the perhaps slightly predictable result:

Via - PSFK

Removing The Boundaries Between The Real & The Virtual

It's often easier to imagine concept cars as the manifestation of talented designers' vision on paper. And when a car looks as futuristic and the concept behind the design so intangible and ground breaking, as was the case with the BMW Vision ConnectedDrive Concept shown at the Geneva Auto Show earlier this year, it's almost impossible to think that the manufacturers would make a working prototype to give people a taste of things to come.

BMW did it, and below is a behind the scenes video that proves it.

Via - AOL Autos

Monday, March 7, 2011

Toyota Attempts To Buy Friends

Toyota Australia recently launched a social media campaign in support for the FJ Cruiser. The idea is a simple one, for every "Like" the brand receives on it's Facebook page, the total price of the vehicle will decrease by $5 for the eventual winner. Over and above the discounts, the brand will also throw in extra value-add items to entice potential purchasers even more.

The overall winner of the competition, out of all those who participated on Facebook will stand a chance of buying the vehicle at a maximum $20000 discount.

Via - Like My Ride

"Objective" Comparisons By Ford

Ford has provided vehicles for various police departments in the US for some time now. The brand has cleverly enlisted the men in uniform to be the objective brand ambassadors for the updated range of interceptors, showcasing the Ford's superiority by pitting the new vehicles against competitor brands.

After all, how can anyone argue with a police officer?

Via - Ford

Ritz- Carlton Transforms Cadillac Experience

Cadillac was recently named the best automotive brand for customer service by J.D. Power and Associates in the US, rising from the number-two spot it occupied last year.

The key behind the brand's success was due in part to a revolutionalised training for sales associate in collaboration with Ritz-Carlton service consultants. According to GM, Cadillac partnered with the luxury hotelier on its first series of training programs, called "Defining Moments" aimed at elevating the customer experience.

Via - Luxist

Thursday, February 10, 2011

Cash, Credit Card Or BMW Key?

Contactless payment transaction systems have already been in existence for some time now. But thanks to innovations from BMW, these transaction systems may see more ubiquitous presence going forward.

By integrating the necessary technology into the BMW key itself, drivers will be able to unlock far more than just their cars in future. Below is a short clip from IDG News Service that gives you a hint of the convenience this may provide for you.

Via - Autoblog

Tuesday, February 8, 2011

The World's Longest Banner Ad

BMW shows that not only are long-copy ads not dead, but can very comfortably find life in the world of online as well!

See if you are disciplined enough to read the ad yourself by clicking here.

Via - Ads of the World

Tuesday, February 1, 2011

Interact With Ads - There's An App For That

In support of the new Honda Jazz campaign, the Japanese automotive brand has launched an iPhone app that allows viewers to participate and influence the commercial.

The app lets viewers catch and play with the characters as they appear in the Honda Jazz spot, whether it's being viewed on TV, a computer or iPhone. The goal: try to catch them all, and watch for some "unpredictable extras" — and, of course, keep Honda Jazz top of mind.

Via - YouTube

Friday, January 28, 2011

BMW With Electric Speed

When Croatian Mate Rimac's engine gave up on his E30 3 Series, he decided that instead of replacing the engine or sell the remainder to the scrap yard, he would go about creating an electric BMW using nothing but off the shelf parts.

The fourth and latest incarnation of his project, which took him two years to build, is a spectacular machine cabable of beating most cars in a straight-line drag race. The car's output stands at 900 bhp and travels to 100km/h in around 3.3 seconds. And depending on how furiously he drives it, can allegedely travel around 160km on each charge.

It's certainly proved it's speed - out-dragging a new Tesla below!

Via - Autoblog

Suits To Transport - BMW

BMW's design projects for students continue to inspire creative and surprising results that will and should change the way we see mobility in future.

The results of the latest initiative, in collaboration with the European Institute of Design in Barcelona, have been unveiled and dubbed as "Suits to Transport" - a unique mixture of mobility and fashion presented in highly creative designs.

The "Comme des Voitures" below would enable an inhabitant of urban cities moving n boots soled with large ball-bearings, with an element of virtual information over-layed on the experience with ambient and real time information on the intelligent visor.

Via - Barcelona Daily Photo

Wednesday, January 26, 2011

Audi Says "Goodnight" To Old Luxury

Audi USA has launched a new 60s TV ad, which the brand has billed as a prelude to its upcoming Super Bowl ad.

Featuring the new flagship A8 sedan, the message dove-tails nicely from the previous communications highlighting "progress" in motoring.

Lotus - Premium Heritage Brand Extension

British car manufacturer Lotus has decided that they are no longer just going to rely on their cars to build awareness and a affinity.

Following in Ferrari's footsteps - the brand has announced its intentions of launching a luxury clothing and accessories collection Lotus Originals, with the collection said to be inspired by the heritage and attention to craftsmanship core to the Lotus brand DNA.

The online store is the first stage in establishing Lotus Originals, with a flagship retail store opening in London later this year.

Via - Lotus

Friday, January 21, 2011

The Power Of Fan Emotions

Below is irrefutable proof that when it comes to blending emotion and branding, no one does it better than a loyal customer.

The video is a fan-made montage edited by the son of a now-deceased motorcycle owner that tells the story behind what the bike meant to the family and how it was restored to its glory after the original owner passed away. According to Brandchannel, even the rights to the soundtrack was bought by the original maker of the video for $1000. It's $1000 well spent, as it really captures the essence of the emotion of the story.

Ball is now firmly in the BMW Motorcycle division's court!

Future Of Mobility & BMW

BMW is about to release series of four films about the future of mobility, where it could lead and how it could be shaped.

Each documentary will be released once a week online,and features interviews with trend-setters, designers, engineers, scientists and pioneers.

Below is a trailer that has already been released - and looks set to be very interesting as a series.

Mercedes Powered By "Tweet-Fuel"

Mercedes Benz US recently launched a social media stunt driven by the twitter platform.

The idea revolves around a challenge for four teams of two from around the US who have been picked to race Dallas at Cowboys Stadium - with one team each leaving from New York, Tampa, Chicago and Los Angeles. Mercedes' ultimate goal is to achieve a combined 7087730 followers through the challenge.

Each team needs to collect something Mercedes is calling "tweet fuel", which will help push the team a little bit further in their respective vehicles, with NY behind the wheel of a 2011 Mercedes-Benz CL550 4Matic, Tampa driving a 2011 E550 Cabriolet, Chicago getting the keys to a 2011 GL350 BlueTec and LA will use a 2011 S400 Hybrid.

If they "win," each member will receive a 2012 Mercedes-Benz C-Class Coupe.

Wednesday, January 19, 2011

Workout With Captain Morgan

Captain Morgan provides irrefutable proof that laughter and rum are the best ways to stay fit and healthy.

Via - YouTube

Lexus - "The Hard Way"

Lexus USA has recently launched a new campaign called "The Hard Way".

The various executions are a way for Lexus to entrench the brand's promise of "The Pursuit of Perfection" in a very functional way, allowing the audience to see the processes and demonstrating the results of the rigorous production that Lexus vehicles undergo.

Might it also be an attempt at re-establishing the reliability inherent to Toyota/Lexus vehicles prior to the 2009/2010 recalls?

Below is one of the executions, called "Chain", followed by an interesting behind-the-scenes look at the making of the commercial:

Via - Lexus

Monday, January 17, 2011

Heineken Demonstrates Effective Lightheartedness (Again)

Heineken - unlike so many SA commercials in the beer category - understands so well that brands operating in this category needn't be overly deep and inspirational to be successful and well liked by consumers.

Below is yet another fantastic demonstration of the power of engaging and entertaining your audience!

Via - YouTube