Snapshot - The Best of Automotive

UNDERSTAND TODAY. SHAPE TOMORROW.
The LHBS Snapshot Series
AUTOMOTIVE
INDUSTRY
1
LHBS SNAPSHOT SERIES // AUTOMOTIVE INDUSTRY

Welcome to the next edition of our Snapshot Report prepared in close
cooperation with the LHBS Inspiration-Hub.
In this report, we would like to share inspirational collection of cases
regarding the automotive industry looked upon from three perspectives:
- EXPERIENCE - exploration and showcasing of signs of consumer
experiences (both online & offline) one can get during purchase
occasions, indoor or outdoor events as well as through online or
offline installations
- COMMUNICATION - signs and cases straight from the advertising
industry as well as examples of content marketing together with
inspiring initiatives of how to boost loyalty and maintain great
relationship with consumers
- BUSINESS INNOVATION - new products as well as services
created by companies often as extensions to their existing ones and
new business ventures that open new possibilities on the market.
ABOUT THE SNAPSHOT. This is a collection of cases and signs
related to automotive industry.
LHBS Inspiration-Hub
Fabiola Lewandowska
Consultant at LHBS
lhbs.com | fl@lhbs.com
INTRODUCTION
2
INTRO
DUCTION.

CONTENT.
Chapter Two
COMMUNICATION
Chapter Three
BUSINESS INNOVATION
Chapter One
EXPERIENCE
3

01. EXPERIENCE
Experience explores and showcases signs of consumer experiences (both online & ofﬂine)
one can get during purchase occasions, indoor or outdoor events as well as through online or
ofﬂine installations.
UNDERSTAND TODAY. SHAPE TOMORROW. 4


Tesla & Spotify
Tesla cars in Europe, Australia and Hong Kong now come equipped
in their own Spotify Premium account.
Each car will have their own account with access to a full Spotify library for
free. Apart from giving a gratis access to music, Tesla cuts the mobile data
costs as well.
* Source: The Verge
5UNDERSTAND TODAY. SHAPE TOMORROW.


Nissan's Cars as Video
Controllers
Nissan has revealed its plans to turn one of its cars into a controller
giving users the possibility to play PES 2016.
Nissan Qashqai will become capable of connecting with PlayStation to
control new football game released for the device.
"Nissan's Project Controller is an interactive expedition to turn a Nissan
Crossover into a Pro Evolution Soccer 2016 controller – for the ﬁrst time in
the history of gaming." "Its mission is to drive football."
* Source: Nissan


Choosing a Car with Facial
Emotions
Bentley new application uses facial recognition technology in order
to assist consumers in choosing the perfect car.
The technology analyses the mimics of the face when consumers are looking
at “lifestyle-themed stimuli”— mimics that range from excitement to
scowling— and recommends the matching car based on this data. Although
the app may have its limitations, it is showing a new direction towards
innovative ways of recommending the exactly right product to consumers
and curate the overwhelming choice into a manageable one. The
“Inspirator” app is available free to download on the smartphone.
* Source: Bentley Inspirator App


Ferrari AR Showroom
Ferrari's Australasia dealerships are now offering an augmented
reality application that allows potential customers to immediately
customize the sports cars.
Customers will be able to see the car in different colors, with certain extras
like rims and other options. They will also be able to see more detailed
information about the components of each car. The system simply relies on
the salesperson using a tablet that has the AR app installed on– using the
tablets camera to scan the model of the car and load the augmented
variations. The app currently functions with ﬁve different models, and
consumers are able to save their customized car and email the video to
friends and family.
* Source: Ferrari Augmented Reality Showroom (YouTube)

02. COMMUNICATION
Communication is ﬁlled with signs and cases straight from the advertising industry as well as
examples of content marketing together with inspiring initiatives of how to boost loyalty and
maintain great relationship with consumers.


Audi's #womendrivers
In a new Twitter campaign, Audi Ireland has tackled the stereotype
that women are bad drivers.
The automaker has posted a series of images that at ﬁrst glance, appear to
make fun of women drivers; however, the tweets contained links that reveal
that women are not only not stereotypical bad drivers in the literal sense,
but rather also real drivers in ﬁelds like technology, science, and sports.
* Source: Audi Ireland (Twi4er)


Buick - Pinboard to Dashboard
In their campaign, Buick has called on nine of the most inspirational
and influential Pinfluencers to create a brand image around its
Encore model.
The Pinterest influencers (from style, food & design fields) have been asked
to create their own inspirational boards regarding the new model and with a
fresh perspective.
The winning board came from Michael Wurm Jr. that has more than 3
million followers.
* Source: Newscred


Aston Martin's Soundcloud
Account
Aston Martin's Soundcloud account lets you experience what it
would be behind the wheel of the car of your dreams.
The account takes you on a journey through an entire range of sounds–
from starting up the car, speeding up and zooming right by.
* Source: Motherboard


Honda Lets You Drive IndyCar
on Google Maps
Google Maps' new feature lets you take a spin in a Honda IndyCar
Speed Simulator through the world of Google Maps.
Thanks to collaboration with Google Maps and images of streets available,
the ride seems very realistic. It's enough to type in the address to start your
journey.
With each lap made, the pit crew would come and change your tires for
another round.
* Source: PSFK


BMW Partners with Uber to
Promote Their New 7 Series
Before the ofﬁcial launch of the new BMW 7 Series, the German
automaker has teamed up with Uber to promote it.
BMW with its new initiative lets Uber customers from Miami, NYC, Chicago
and LA test the new 7 Series by ordering a free ride through the service.
The promotion will be lasting for one day only and is targeted towards
customers who would normally not take test drives due to lack of time.
Moreover, this kind of "test ride" lets you experience the car from a
passengers perspective and indulge in backseat comfort and infotainment
system.
* Source: Fortune


Hand-Drawn Honda Journey
Honda’s new campaign showcases the innovation of its products
and the journey the brand is on for the past six decades.
The piece is called “Paper” and celebrates the Honda brand and its history.
The 3,000 hand-drawn illustrations are made with stop-motion technique—
to take the customer of a journey with Honda.
* Source: YouTube Honda


Alfa Romeo #MadeOfRed
The automaker has invited its fans to share what the color red
means to them.
The campaign takes place on Instagram and Twitter, encouraging fans to
upload pictures of everything that they associate with the color red
under the #MadeOfRed hashtag. This user-generated content is then used
on the ofﬁcial Alfa Romeo accounts. As Alfa Romeo competes in a crowded
market of performance cars, the motive behind the campaign is to both
differentiate the brand as well as strengthen ties between the brand and its
fans. Nikki Austen, the Brand Communications Manager, pointed out how
the color red is a fundamental part of the brand's identity, as it articulates
the emotion and passion that Alfa Romeo has always tried to represent, and
has been evoked by its quintessential models, from the Giulietta, MiTo, and
4C Spider.
* Source: AlphaRomeoUK (Twi7er)


Volkswagen's Responsive Bus
Ad
Volkswagen is promoting its new adaptive cruise control
technology with another innovative ad that keeps drivers at a safe
distance on the road.
The interactive ads were deployed on the backs of city buses and ﬂash a
warning that cautions drivers when their car is too close to the rear of the
bus that there is a risk of collision. The ad simulates the ACC technology in
the Volkswagen dashboard, and displays the distance between the vehicle
and the bus in real time.
* Source: Interac.ve Bus Back Volkswagen


Volkswagen Keeps a Friendly
Distance
In a new ad campaign for its latest safety innovation, Volkswagen
keeps a safe distance between competing businesses.
To promote its latest safety innovation, an adaptive cruise control system,
which keeps cars in cruise control at a safe distance from vehicles in front,
Volkswagen put up posters between brick-and-mortar retailers who
compete against each other, with the line "Keep a friendly distance" printed
on them. The competitors included McDonald's and Burger King, Deutsche
Bank and Barclays, and Jaguar and Mercedes Benz.
* Source: Keep a friendly distance (YouTube)


VW Speed-Dial with Your
Child's Drawings
Volkswagen asks drivers from New Zealand to reduce speed with
the innovative and customizable speed-dial.
In an attempt to reduce driving speed, the panel lets children to create
visuals that replace the usual kilometer-per-hour numbers and add a
customized message to parents that will be seen on the speed-dial. With
child’s drawing visible on the meter, VW hopes to remind drivers about their
families waiting at home, at a moment when they consider speeding.
* Source: VW Speed Dial

03. BUSINESS INNOVATION
Business Innovation features new products as well as services created by companies often
as extensions to their existing ones and new business ventures that open new possibilities on
the market.


Ford Cars Now Talk to Amazon
Echo
Ford is currently working on connecting devices like Amazon Echo
to be able to control smart home systems including lighting,
thermostats or even security systems straight from the car.
The same principle could be applied the other way round: you could stop,
start, lock and unlock your car from inside the house.
According to Ford, the Sync system is currently running in 15 million
vehicles around the world with plans to triple this number in the next 5
years.
* Source: ZDNet


Audi Car Sharing Service
Audi is about to launch their own carsharing called "Audi at Home".
It is first going to be available in Lumina complex in San Francisco
and Four Seasons in Miami.
Audi's program will differ from the well-known Car2Go or DriveNow. Audi,
in both locations, will put a fleet of "Prestige-trimmed" cars including the S7,
S7 Cabrio or Q7. The fleet is to be frequently rotated so that the offer keeps
staying fresh and interesting.
In order to use the service, users need to log-in to Audi's homepage to book
a car they would like to use. After they're finished, the car should be brought
back to the valet working at the building itself.
* Source: Mashable


Toyota's Robot Improves Your
Driving
Toyota's new robot companion for your car ﬁts in a cup holder and
responds to voice requests, as well as detects driver's emotions.
Toyota, as part of their Heart Project in which they envision how humans
and artiﬁcial intelligence can cooperate, developed a portable robot
companion for a car. According to the automaker, Kirobo mini will help
analyze driver's emotions and actions, and by gathering data, "inform future
innovations and develop transport that's in tune with the driver's mood."
This means the robot could suggest places to visit, routes to travel or
even music to listen.
* Source: Toyota Global


Volvo Makes Room for a Baby
By Removing the Passenger
Seat
Volvo put its recent safety innovations into 2016 XC90 “Excellence”
edition, which features a rear-facing baby-seat instead of a
passenger seat in the front of the car.
By changing up its four-seat, extended legroom version of its usually seven-
passenger XC90 SUV to include a baby seat, Volvo wants the design to be a
part of its goal of eliminating crash-related fatalities in its new cars by 2020,
and approaches the problem from several angles. Their research shows that
children of all ages should have special seats, and small children, up through
age 3 or 4, should travel facing rearward because of the lack of muscular
strength in their necks and the disproportionate head size and weight in
relation to the body.
* Source: Dexigner


Lexus Reﬁtted A Skate Park
For Its New Hoverboard
Lexus unveiled a levitating hoverboard they’ve sworn is fully
functional, and to prove it, are renovating a skatepark to include the
metallic surfaces their board needs in order to operate.
The levitation works by using high-powered magnets on the bottom of the
board, which push against any metal surfaces directly below to hover. The
move is perhaps an attempt to show the viability of a realistic consumer
product by overcoming several hurdles, in this case, incorporating an
infrastructure of metal lanes into skate parks to accomodate for the boards
design. While the carmaker has not said whether the board is intended as a
publicity move or a product they intend to release, the skate park re-ﬁt
might make the latter more possible.
* Source: Lexus


The Future of Luxury Cars
Through several ahead-of-its-time design features, the new BMW
7-Series is setting the bar for the next generation of ﬂagship luxury
sedan.
With the unveiling of the new 7 Series, BMW's embracing of new elements
of technology and design are going to set the bar high for the competition.
These features include gesture control, which allows drivers to control
various aspects of the car's environment via simple hand movements;
remote control parking, which allows the driver to automatically park and
unpark the car while standing outside of it; advanced LED lighting
environment which responds to various moments of the driving experience,
such as welcoming the driver into the car; inductive charging, which allows
drivers and passengers to charge their devices wirelessly; airplane-style
seating, which sets the travel mood to align with luxury class air travel and
extendable seats for maximum leg room for executives.
* Source: Next genera0on BMW 7 Series


Mini's Augmented Reality
Goggles
Mini, the BMW-owned car manufacturer, are developing
augmented reality goggles to populate their drivers' ﬁelds of vision
with helpful information.
BMW partnered with Qualcomm for developing the goggles to seamlessly
add a digital layer to the driver's perspective. The aviator-style goggles
feature 720p displays and two cameras, one forward facing and the other,
an infrared camera, tracks the exact position of the goggles. The goggles are
also connected to smart technology that allows them to recognize features
that would be important to a driver, from aspects of road safety to
recognizing printed addresses as possible destinations, the routes to which
are digitally overlayed on the road. The goggles also feature a sort of X-Ray
vision, as they link with external cameras to allow drivers to "see through"
the opaque surfaces of their cars.
* Source: Pressemeldung: MINI Augmented Vision

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This presentation has been created with
help of the
LHBS Inspiration-Hub.

LHBS Put the Title of the Report here
HUB.
INSPIRATION-HUB The Inspiration-Hub is a service that
gives marketing teams constant access to the latest insights
and inspiration, so that they can develop more relevant
marketing ideas.
http://www.inspiration-hub.com
INSPIRATION-HUB
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