After helping Ford celebrate 100 years recently, we got to thinking about the staggering pace of change in automotive technology. From 3rd space launch events and virtual reality to personalisation, here’s how five car brands are winning hearts and minds – and standing out in the busy marketplace.
1. TOYOTA USE AI TO LAUNCH RAV4
Toyota launched the latest campaign for the Rav4 using Artificial Intelligence (AI). Rav4’s demographic is made up of adventurous people and the latest campaign looks to create an emotive connection by connecting the brand with their favourite activities in a fun and unpredictable way.
2. THE KIA DREAM CHUTE
Kia built huge two-story slide to celebrate the launch of the 2014 Kia Soul. The slide was equipped with a camera that captured everyone’s face as they made their way down. A nice giveaway awaited participants at the end to round off an incredible brand experience. It was the perfect way to connect with families and children while demonstrating that the brand doesn’t take themselves too seriously.
3. MAZDA – HEAD TURNING BILLBOARD
Looking to target an ABC1 audience, Mazda hand-picked a high-traffic video wall in the heart of Toronto’s financial district. A simple but effective message was needed for a busy walkway. The beauty of this campaign was a head counter that tracked people’s engagement with the slick creative.
4. JAGUAR USE VR TO LAUNCH I-PACE
Jaguar needed a launch that equaled the car’s product ambitions. What better way to do that than with virtual reality. 300 guests were transported into the driver’s seat for an up close and personal view of the Jaguar I-PACE Concept’s unique design, discovering hidden details and features all whilst having a 360° view of the world famous Venice Beach.
5. HERTZ – ARE WE THERE YET?
Designed with families in mind, Hertz created the ultimate in-car experience to keep kids amused. The world’s first in-car colouring book was designed to keep children happy for those long journeys. This was the perfect marketing stunt for a brand like Hertz, knowing that demand for this niche range wouldn’t be huge, the brand earned media space with relatively low risk.