"UNPACKED" is a series of work developed but which never saw the light of day, or was work developed long ago. All content has been edited to remove sensitive client data/information/proposals where necessary. But why? "UNPACKED" is based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device. This slide deck specifically was created to help inspire the development of new marketing ideas within the automotive space. However, as some of the best ideas happen through cross-pollination across categories, you may very well find this useful for ideation in a non-automotive category.

1. UNPACKED:
11 Unthink
- AUTOMOTIVE -
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
Marketing Tips

2. Strategic Opportunities
Page 2
We travelled the world. And studied various categories.
For the best learnings.
United States
United Kingdom
Canada
Malaysia
Australia
Bahrain
1. Evolving buying behavior 2. Nurturing brand community 3. “Service” layer to products
Japan

3. 1. Responding to evolving car shopping behavior.
Page 3
Online and social media are key information sources:
• 82% visits at least 6 websites pre-purchase
• 59% rely on social media
• Only 20% of shoppers buy the first vehicle they research*
INSIGHT
Source: Accenture Automotive Survey 2013, Malaysia; *“Constant Consideration: Brand Choice on the Path to Vehicle Purchase”, 2013, Google Think Insights
On content marketing – interest first,
product second.
Seek-and-respond – Brand as an
active participant of online
conversations.
Defining a brand 3rd space – between
the online space and dealerships.
ENTRY-POINTS

4. Page 4
On content marketing – interest first, product second.
1. Responding to evolving car shopping behavior.
How Chevrolet got
millions to see the
new Chevrolet
Sonic in just days.

5. Page 5
Defining a brand 3rd space – between the online space and dealerships.
1. Responding to evolving car shopping behavior.
How State Farm
bank brought the
“personal” back
to banking.

6. Page 6
Seek-and-respond – Brand as an active participant of online conversations in
relation to the brand and its products.
1. Responding to evolving car shopping behavior.
How Gatorade
humanised the
brand for social
media.

7. 2. Increasing brand stickiness by nurturing the
brand community.
Page 7
Tapping into the “pass-around-power of everyday people” by creating
opportunities for the emergence of “remark-able” brand stories.
INSIGHT
Identify and managing the brand’s
most influential brand fans and
owners.
Design and define a suite of owner
lifestyle privileges and experiences.
Adoption of the concept of
“relationship managers”/brand
concierge.
ENTRY-POINTS

8. Page 8
Identify and managing the brand’s most influential brand fans and owners.
2. Increasing brand stickiness by nurturing the
brand community.
How Nike made it
not-about-selling-
shoes.
Clockwise from top-left: Nike Human Race, Global Ekiden Relay, “Help for Haiti” Run
and Niketown Runners

9. Page 9
Identify and managing the brand’s most influential brand fans and owners.
2. Increasing brand stickiness by nurturing the
brand community.
How Nike made it
not-about-selling-
shoes.

10. Page 10
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How O2 did more,
with less.

11. Page 11
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How O2 did more,
with less.

12. Page 12
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How Scotiabank
did more, with
less.

13. Page 13
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How O2’s owner
privileges
program did more
than provide
discounts.

14. Page 14
Adoption of the concept of “relationship managers”/brand concierge.
2. Increasing brand stickiness by nurturing the
brand community.
How Lincoln
intends to
revolutionize
service in the auto
industry.

15. 3. Augmenting the “service” layer to products.
Page 15
Rising complexities to compare on product features – now, the little things
count. Even product brands could benefit from a dose of “hospitality.”
INSIGHT
Adding on a greater level of certainty
to the total cost of ownership.
Innovating after-sales for greater
convenience & simplicity for owners.
Finding opportunity in separating the
sale of “ownership” vs. “access.”
ENTRY-POINTS
Innovating the test drive experience.
Taking the leadership stance through
a better designed product education
effort.

16. Page 16
Innovating the test drive experience.
3. Augmenting the “service” layer to products.
How Ford gave
test drives a new
spin.

17. How Chevrolet is
unifying its
“responsible”
product education
initiative.
Page 17
Taking the leadership stance through a better designed product education effort.
3. Augmenting the “service” layer to products.

18. How Starbucks
integrated
education into the
buying
experience.
Page 18
Taking the leadership stance through a better designed product education effort.
3. Augmenting the “service” layer to products.

19. Page 19
Finding opportunity in separating the sale of “ownership” vs. “access.”
3. Augmenting the “service” layer to products.
How companies
are coming up to
cater to the idea of
“fractional
ownership.”

20. How UK auto
brands helped
customers avoid
servicing “bill
shocks.”
Page 20
Adding on a greater level of certainty to the total cost of ownership.
3. Augmenting the “service” layer to products.

21. How Perodua
uses after-sales to
strengthen
customer affinity.
Page 21
Innovating after-sales for greater convenience and simplicity for owners.
3. Augmenting the “service” layer to products.

22. Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
UNPACKED:
11 Unthink
- AUTOMOTIVE -
Marketing Tips