Honda and Mori Inc. – 3D Designs Archive, Uni-Cub and Beautiful Engines

Honda and Mori Inc., a Japan based creative agency, has been working together on interesting projects since the past few years. I’ve already blogged about one of their interesting projects ‘Honda 3D Design Archives’, a microsite where Honda is shared their 3D design data/models online under Creative Commons 4.0 for personal printing. This was launched when the subject of 3D printing had become quite popular among the marketing teams of various industries and we began seeing more 3D printed work than ever before. Unlike any other automotive brand, Honda was the first one to offer such an archive.

Mori Inc.’s last two initiatives with Honda have also been equally interesting.

OK Go: “I Won’t Let You Down” Music Video

Not a car, but a Honda product, the UNI-CUB is a compact personal mobility device that was featured in OK Go’s song “I Won’t Let You Down” and Morihiro Harano, the founder of Mori Inc. worked with the band to produce this super cool video with over 17 million views on YouTube. The video was shot with drones and there is also a microsite http://iwontletyoudown.com/ where visitors can watch the video, the interview with the band and also create and submit their own visualizations.

IWontLetYouDown_Visualisation1 IWontLetYouDown_Visualisation2

The video was all done in a single take that involved hours of complicated off-camera preparation. A special unit was responsible for the drone: one person to fly it like a remote-controlled plane, another to program GPS sequences and complicated moves, someone to manually operate those sequences, plus someone else to control the drone’s camera, which is able to spin a full 360 degrees. (Japan Times)

Honda: Beautiful Engines

Honda also launched another project ‘Beautiful Engines’ with Mori Inc., Dentsu, Kappuku, Yama and Kaibutsu – a short-film and microsite talking about engines in pop-art theme visualizations. The short film was shown at the Sao Paolo Motor Show in Nov.’14 and also available online on Honda’s social networks.

The key message behind the project is ‘At Honda, our engines don’t just move people and cargo. They move society and history, too. They are engines of change in a very real sense.’

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The microsite shares the look and feel of the video and gives the user quick information in form of short paragraphs, animations and images designed in a pop-art theme. The scrolling effect keep the user engaged and adds to the curiosity of the upcoming content and how the whole journey ends. Even though the mechanic and visuals are great, the content lacks depth and could have a richer timeline with some insider and testimonial stories that add to the ‘visually entertaining’ factor here. The social sharing on each piece of content is quite modern where social media icons are not used but initials of the networks like FTPT – Facebook, Twitter, Pinterest and Tumblr encourage the user to click and discover what it actually means – certainly more easily guessed by digital and social experts than the average online user.

To sum it up, Mori Inc. and Honda are collaborating for some beautiful work and we will hopefully see even more interesting work moving forward – time for some wearable technology campaign perhaps? 😉

To view more interesting projects by Mori Inc. visit http://mori-inc.jp/

Mazda Canada loves Instagram!

Mazda Canada and JWT are just killing it on Instagram, first with their “Long Drive Home” campaign and now with the MX-5 Roadster campaign.

“Long Drive Home”

Mazda Canada took fans on a 4-month virtual road trip on their Instagram channel – telling the story of the brand and featured models in a one-to-one fan interaction, pop culture, events likes Mardi Gras and the Super Bowl, and car performance & capabilities.

mazdacanadaThe campaign ended with a big surprise for one particular fan – the keys to a new Mazda! Three posts were added at a time every week from Dec. 17 until March 28.

“MX-5 Roadster”

After the success of the “Long Drive Home” campaign, Mazda Canada changed from a virtual trip to a virtual magazine cover-like look showing a whole image of the Roadster line supported with facts told in form of short videos which cover the history of design, functional features etc.

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The MX-5 Roadster isn’t available for purchase until 2015 and this Insta-collage campaign acts as an initial step in staring a dialogue with the audience before the full campaign kicks off.

Such innovative campaigns are key to engaging the younger audience and who knows what platform will be popular when the car actually launches, so for now Mazda Canada seem to understand what are the trends and how they can leverage it for their marketing. Experience it here http://instagram.com/mazdacanada

Mercedes-Benz – Interactive Instagram Configurator for GLA

To promote the GLA 250 to the millennials, Mercedes-Benz USA and their agency Razorfish launched a social configurator on Instagram.

The Instagram account called ‘Build Your Own GLA’ lets users create their own custom versions of the car. The experience begins from an account where the user is shown only the car and asked to tap along to begin the configuration. The call-to-action (CTA) begins with asking the user to ‘Tap the photo’ to reveal the tags – which are essentially the other Instagram accounts that contain sun information like colors, wheels, etc.

The first step ‘Choose your color’ shows an account full of various shots of the GLA in the available colors. User can simply select the image of their preferred color and continue the experience.

The second step involves selecting a wheel which gives a good close-up of the alloys available.

After choosing the wheel, the user has to select the roof – where again the shots have a great visibility and concentrate only on that aspect of the feature, without forcing the user to look at the whole car over and over again.

The fourth and last step involves selecting the preferred grill. After the grill is selected, the user is moved to a fresh account containing the summary of their configured GLA.

By summary, we mean the image now shows their preferred color, wheel, roof and grills. On tapping the image, the user is congratulated and given the specs first hand eg. the name of the color, the package (e.g. Sports), roof name, etc. with a starting price tag. Furthermore, the user is also asked to take the picture to their nearest dealer. There is a disclaimer in the end listing what is not included and prompting users to contact their MBUSA Instagram account directly for queries, questions etc.

Conclusion

Razorfish can still pull it off. Good to know! Mercedes-Benz is in love with Instagram, as we can see so many executions in different countries using Instagram. It is no wonder that they have championed Instagram in the automotive industry at least. I was honestly expecting Audi to come up with something like this and could have never thought that Mercedes-Benz would end up doing this.

Even though the whole social configurator thing works, there is one small area for improvement. In the last leg of the account, where the user is shown the car – we could have filled up the account with more details e.g. 15 seconds clips showing the car in motion and also each and every image that has been selected could have been shown below the main image as a summary of the end product.

If we don’t want to promote what the user has already selected, this dead space could have been used to promote ‘Accessories’. I bet the after-sales guys would have loved it 😉

There is always room for improvement, but we must not forget that even today in over 90% of digital agencies there would have been enough people on both agency and client side, who would have killed the idea assuming the user won’t go through the long journey and the pain of creating so many accounts and assets. Mercedes-Benz US has overcome doubts as such and once again challenged the creatives in the auto industry. It is always great to see such inspiring work.

Audi – your move! 😉

View the GLA250 Instagram account here http://instagram.com/gla_build_your_own

Hermès – La Maison Des Carrés

When Hermès announced on their Facebook Page ‘Come closer…Closer still…’ with an image showing a character and scarfs from a key hole – we expected yet another online experience but certainly not an e-commerce site with a beautiful storytelling illustration and animated characters.

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The website is a beautiful collection of silk scarves and accessories portrayed in a storytelling format and the site design naturally leads the user through ‘La Maison’. The UX is pretty simple to navigate in a one-pager format taking you through different rooms showcasing the collection. The e-commerce function is enabled for France, Europe, US, Japan, Australia and Canada, except China.

Website welcome

Upon loading, the site welcomes you with a pop-up message giving a brief overview on what the user can find here – making them aware that the silk scarves can be found by size, colour, material or theme. Of course the borders of the pop-up are ‘orange’ in color…oh so Hermès!! Love it!

Hermes_Welcome_PopUp

Homepage

The website loads with the top view of ‘La Maison’ showing the signature ‘Orange Box’ in the background with a team welcoming the visitors. There are various subtle animations in the background giving an aesthetic appeal to ‘La Maison’ and these characters/illustrations have been quite common in many Hermès interactive microsites in the past as well. ‘La Maison’ shows different rooms showcasing the collection, each room telling its own story.

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Silk Rooms

Several rooms showcase the Silk collection classified as ‘Silk Bandanas’, ‘Maxi-Twilly’, ‘Silk Knots’ and also theme wise in form of ‘Graphic & Abstract’, ‘Animal World & Wildlife’ and ‘Cocoa Color’.

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At the bottom of each scarf, its size is displayed and upon clicking the window expands into an e-commerce window, where the user can select their color and either purchase it or add it to their wish list. There is also a brief history behind the design of the scarf and a recommendation of related patterns below it. As the user is engaged and already exploring the scarf, there are questions and decision making processes going on in the background. Hermès clearly recognizes this and provides some ‘Service’ options that address the usual questions or thoughts the viewer may be having. These include, sharing their contact details and timings to inquire about the product, delivery and shipping options, short tip on preserving this item so the user knows what after sales efforts this purchase involves and lastly providing details on gifting this item. For both traditional and digital savvy users, there are options to ‘share’ and ‘print’ the item detail page as well.

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Equestrian Rooms

Of course any Hermès communication without the horse will be incomplete. To give a subtle touch of the brand roots there are two rooms dedicated to the Equestrian collection as ‘Horse & Equestrian’ and ‘History & Mythology’ showing a special collection of scarves with the horse in design and the famous historical design pieces respectively.

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I like how these specials scarfs are given their own space and identity signifying how important these pieces are to Hermès. It only helps to communicate this but also allows design and UX wise to simplify and allow users to navigate and ‘discover’ this content, which may have otherwise been missed had it not been classified under its own meaning.

‘Silk Knots’ and ‘Tie Break’ Apps

There are two rooms for their recent apps as well on ‘Silk Knots’ and ‘Tie Break’. I love how their respective detailed pages showcase the welcome video and tease users to download the app with an animated teaser and visuals from the app – without destroying the overall site design and look & feel. The button designs and color patterns for the Apple and Google Play stores are selected in sync with the overall page design showing how much attention is given to details. I love when designers and clients pay attention to such details. Secretly I am hoping that a black button was never presented and looking at the overall site design I am sure the designer got it right in the first place! 😉

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TieBreak_AppPage

Color Cocoa Collection

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There is yet another special teaser playing with the sensory side of the user. A special collection of scarves for the ‘Chocolate Lovers’ inviting them to indulge their ‘silk tooth’ – yet another clever way to get the users attention to a collection that may have otherwise got unnoticed in the huge Maison.

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 Additional Functionalities and ‘La Chambre Des Garcons’

On the top left a navigation bar is hidden that provides users additional option like search, filtering the items via size, color, materials, themes and even price. There is also a section for men ‘La Chambre Des Garçons’ showing a selection of silk scarves and ties.

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There are also additional link outs to the corporate site and the Hermès Editeur site (An online gallery of editions of ‘works of art’ on silk).

So why this website?

The question why Hermès would move away from their main site and create this site is pretty obvious. They want to appeal to the younger generation who may not be so well versed with the history of the brand. Surely many won’t be able to afford these items, but this is to educate and inspire them to be the future customers of Hermès, learn about the brand and see the huge collection they have to offer.

It is a great example of using storytelling and expressing their brand to a younger audience while giving their current audience and promising prospects an opportunity to buy these items online.

Also the current Hermès website owing to its design and structure could not do this job of clearly showcasing the collection of more than 400+ scarves in such an exciting and user friendly way.

View this beautiful online experience here http://usa.hermes.com/la-maison-des-carres.html

The online campaign is also supported by a beautiful short film showing imagining how ‘La Maison’ comes to life

“The Sound of Porsche: Stories of the brand.”

‘The Sound of Porsche’ is not just about the engines roaring anymore. There is more to it.

Porsche has launched a premium pop-store next to the High Line, Manhattan on 14th Street – yes the meatpacking district where all that cool things happen in NYC right!

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Andre Oosthuizen, VP Marketing for Porsche Cars North America stressed that the aim of the pop-up store is to connect with people in new ways and tell the brand stories via videos. It is more about connecting with the future buyers and attracting people who may find dealer showrooms intimidating or annoying to begin with.

The Media Stations with noise-cancelling Bose Headphones

The media stations offer 16 custom records created by Porsche, which are actually short videos and can be enjoyed with the noise-cancelling Bose QuietComfort headphones. The content of these videos are short films showing Porsche clippings from the racing world, Hollywood and even brand videos on Porsche design DNA with animated sketches.

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Highlights include ‘Electrifying Performance’ and ‘One of Us’ which feature Porsche racecar drivers Mark Webber and Patrick Dempsey, Boris Apenbrink (Porsche enthusiast) featured in ‘Porsche Exclusive – The Most Personal Car’ and Sally Carrera in ‘A Porsche Goes to Hollywood.’

Sound Lab Virtual Drive Experience

The lab is also powered by Bose, where the iconic 911 Carrera 4S Coupe can be experienced virtually through sound and visual mapping, selecting a metropolitan melody (urban drive), country cadence (mountain pass) or racing rhythm (the Nurburgring).

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A virtual drive experience experienced in a store is certainly better than any app or microsite viewed in 3D glasses!

Porsche Design Store and a Design Competition

How can the Porsche pop-up not have any design products for sale and not intrigue you enough to participate in it! There are enough sophisticated Porsche Design products that can be purchased and a ‘blank canvas’ where you can express what the ‘Sound of Porsche’ means to you.

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The designs created in the Design Corner can be uploaded to the social networks with hashtag #SoundsOfPorsche and the best artist will win a trip to the Porsche Museum in Stuttgart, Germany (I have been there three times and it is such a beautiful museum).

The Experiential Side of Automotive Brands

In our marketing & communications industry we have been constantly hearing about ‘Experiential’ and brands like ‘Audi’ (with Audi City), ‘Apple’, ‘Tesla’ and ‘Nike’ have been one of the first ones to champion the store/showroom experiences in line with their brand personality and the advanced technology.

Many brands try really hard to transfer and reflect their brand image in a physical atmosphere but fail or end up compromising due to low budgets, lack of good talent or simply because of lack of knowledge when it comes to technology and innovation.

At the end of the day it is all about innovation and staying relevant with the environment around us. This does not mean that the dealerships should die and you should throw all your money into the product development and personal stores but use the knowledge and current available resources to enhance what you have now. A very simple start for this could be to provide iPads/tablets across dealerships and allow visitors to surf your site comfortably, read a bit about the car in peace and then have a dealer interact with you, answer your questions, etc. There is probably already a coffee machine or a small cafe in many of these places, why not leave an iPad there asking people to share their thoughts, experience at the dealership etc. – this way we learn about them and use the real experience to see where we can improve. (This is just an example in the current context of automotive dealerships and pop-up shops).

Of course, I cannot stress enough on placing big-screen PCs or iMac’s where the ‘configurator’ is permanently open. Many marketers don’t feel comfortable putting these up in the dealerships because they feel that the car is already there or assume that people may have checked the configurator online. It is essential to leave a little room for people to explore the product in peace, without constantly having to socialize and small-talk with the dealers. I tried the Nike shoe customizer in their Covent Garden store in London 3 years ago and I still remember and talk about it. Now I am writing about it! Though I did not buy the shoe there and then, I explored it and continued the activity at home with my friends to decide how I should customize my shoe. Then I went in store to speak to the Nike guys, to cross-check some stuff and finally placed my order. Not saying that every user will return to ask for a car but people will surely remember and talk about it!

Furthermore, where possible, the brand partnerships should be revealed in the physical environment too, to enhance the experience. That is exactly what Porsche is doing with Bose. What a great opportunity for Bose to get some recognition in New York where the majority of the city is donning the ‘Beats by Dre’ headphones and hogging all the limelight, thanks to their recent Apple acquisition. Although, secretly I feel that Porsche and ‘Beats by Dre’ make a good team and Bose to me is very BMW or Audi.

Porsche ‘CAN DO’ such initiatives as they have ‘championed’ all the pillars that make their DNA in terms of technology, design, performance, innovation and even brand experiences online (Premium website and social media content) and offline (Premium dealerships and beautiful Porsche Museum). Once your brand is able to champion or strengthen its core product and services, such initiatives are welcomed and work. There is no point providing a premium experiential atmosphere when your site is all clunky, your social media is outdated and your sales and customer service team appears to be disinterested. Every touch point is the face of your brand and it best put on a huge smile, be patient and help the customers decide.

What happened here is that Audi City may have been one of the firsts to provide an enhanced digital experience in store but they did not innovate it further (well not yet). And now we have this beautiful experiential pop-up from Porsche that hits all the sweet spots of what the people are currently enjoying – music, videos and premium design products + a canvas to express themselves. Even if you don’t participate in the competition, you will take some pictures in store and share on your social networks. Who doesn’t know Porsche and who would not want to know what’s going on in this pop-up store?

The Sound of Porsche will be open to the public Sept. 16 through Oct. 5, from 10 a.m. to 6 p.m.

If you are from the Ferrari or Maserati team and reading this – YOUR TURN! Show us what you’ve got!! 😉

Cool kids on Snapchat…including me ;)

Personal Branding – Let’s begin with this for a change

You can see personal branding right there in the title. No, I am not a celebrity. I am just using this post to begin with an apology to my followers/readers. I have been just too busy to write as my social life + my social apps & jobs have swallowed me way more than necessary lately. Now I have added another social network to my list, SNAPCHAT and I really want to tell you about this.

More Personal Branding – backed by some numbers. People love numbers…here you go! 

Currently I am touching 1800 pictures on Instagram, 7000+ check-ins on Foursquare/Swarm, 9500+ tweets, 2000+ on Facebook, 2000 Spotify songs & 10,000 photos taken on my iPhone since Sep’13. I have been a hyper cool kid, hyper connected, distracted, excited and even hyper ignorant to my blog lately. This will change. I will find time & get back on the scene. Now serious stuff starts below…ha!

Cool Kids (and Cool Brands) are on Snapchat

Here’s the thing. ‘Facebook is dead. Long live Facebook.’

Too strong a start for you? Well let me break it down for you – Facebook was my first social network crush, affair, love and an upcoming divorce. Facebook have come a long way and we have a lot to thank them for rather than point fingers at them but lately they have been on a spree of buying smaller networks to have control. Which is fine but then just because the number of audience on a new network is less, compared to Facebook, then it doesn’t mean that it is fail or has not taken off etc. Facebook has been around for way too long & is a giant roping in many services.

Those looking for something that is not owned by Facebook – please welcome Snapchat!

Snapchat is a bit of a breather. It does not leave you anything to look back to. It destroys the message as soon it is viewed and sent and another option is to have the message live up to 24 hours and then it is destroyed. It is a kind of social network that celebrates our short attention spans and impatient selves, thanks to technology.

Some of you now must be wondering…What is Snapchat and why am I still reading this? I am too lazy to download and check it out…but let’s see if this article saves some effort. It will. So before you close this window read on. And yes there are ‘filters’…I know you are suddenly interested now.

How does Snapchat work? (Tip: Download the app while you read below – if you want to learn on the go)

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Once you download and register – open the camera.

Top Navigation

Top left is to control the flash on/off and top right is to select front/back facing camera.

Center button

With one click you can take a picture and if you keep it pressed, you start taking a video. For images you can select for how many seconds should the image appear for your friends to see, max 10 seconds. (Short attention spans – an insight – you see!). The arrow down button is to ‘Save’ the image to your camera gallery. The boxy+ button is to add it as a story.

Text

To add text, simply click on the image once you have captured it and start typing. You can also select the doodling tool & doodle. Scroll through the color palette to select your choice of color.

 Filters

Once you have captured your Snap, slide to the right and it’ll give you basic filters and there’s even a black & white.

You probably get the gist of it. It is pretty basic & can be fast. You need to get used to it & be reactive and spontaneous to go to the level of ‘Storytelling’

 Snapchat Stories

Grubhub shared a story on Snapchat a few hours ago today. Those who see this post today, probably have a chance to experience it first hand today if you are able to still find it online. I took screenshots, because it is a very good example to show Snapchat users how they can get involved.

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It’s National Hot Dog day – so Grubhub decided to have some fun on Snapchat & engage the audience who will otherwise Snapchat Hot Dogs anyways today.

If you see these screenshots, which I have placed in the order as it appears, you’ll notice how within just 60 seconds, Grubhub has rolled out a call-to-action for their followers and even shown ‘HOW’ it has to be done on Snapchat.

If you click on a friend to chat to them, you can send the photo/screenshot to them that you saved in the camera gallery. (See Step 2 in the image)

This is a pretty neat example showing how brands can use Snapchat and involve people who are still trying to figure out how Snapchat works. There is a comfort level for the users and they address that some users still struggle to use Snapchat because a majority of us are so used to clear labels across the Internet. It is a good idea to walk the followers through and grow with them. Earn that comfort level side by side on a tool that many people I know just shun it because they don’t get how it works.

This is certainly not a flaw; it is the future of tech. Minimal design is the future and with wearables tech coming up in other news, icons & advanced technology, with even lesser and automated steps, will become more widespread. We have to adapt.

I hope these screenshots and an example of story help further to understand the user and marketer way of using Snapchat.

I know you must be thinking now…where did the Cool Kids part go. It is here.

Cool Kids on Instagram – ‘Casey Neistat’ and ‘Audi’

Ladies & Gentlemen, our famous New York based YouTube filmmaker – Casey Neistat, is the ‘coolest’ kid on Snapchat. And I am really trying to be cool like him on Snapchat…I am really cool otherwise too 😉

Why is Casey Neistat a cool kid on Snapchat?

Because he gets it & he is not afraid to try. No he did not pay me to write this and does not even know me. But may be he will know me now. I still don’t want to get paid for this advertising. I am a TRUE FAN!

Casey is one of the coolest filmmakers around and has embraced YouTube when it was taking off in all sorts of short-film making world online. He is well aware that Snapchat stories means videos too & bam, he picked it up just like we all should.

Casey uploads about 4-5 Snapchats daily, I guess. And has even incorporated it into his top social network business card. Here’s the screenshot I took that I really really love & would like to develop something similar for myself personally attached to my CV 😉

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Casey is making an effort to take out time & share interesting experiences on Snapchat. It’s like you can see what he is doing when he is not filming, how he prepares for films, some personal experiences that can be shared with public, cool restaurant reviews and for this non-stop entertainment he has even backed up the batteries. Disclaimer: Snapchat addiction can drain batteries. And if your personal stats are like mine on social networks, then get ready to charge your phone for an extra round during the day.

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We need cool kids like Casey to ‘assure’ the talent in our industry like celebrity endorsements, marketers, brand managers, interns, creative directors, account managers, clients, clients who don’t get social media, clients who want to be cool, clients who want to be clients, …’assure’ that it is OKAY to NOT BE PERFECT at all times & real-time is so much more fun and authentic than locking up copywriters in booths and making them go through 5 rounds of changes, just because people want to contribute more in terms of competition of giving feedback, rather than adding value & understanding what ‘social media’ actually means and make it so perfect that it is so numb and dumb and superficial, that it doesn’t really do its job.

Opinion. A very strong opinion.

I still believe that 70% of our digital industry still does not understand that social media can be so simple & the beauty of it is that it does not need to be superficially perfect. It is one of the rare areas where we are allowed to talk freely and let go sometimes, to keep it real and original.

I think you need to watch some of Casey’s videos to see just how cool it is to capture some moments in a natural way & this is the real storytelling, than micro managing every single dialogue that is shared by a brand and make it look like the most dry-cleaned and social proof message in the history of social media.

Another Cool Kid – Audi – also a well known brand 😉

So Audi is young and plays it safe when it comes to their brand. But on Snapchat, they are wayyyy off brand and have a refreshing unexpected side of sharing social content. Their recent partnership with ‘Pretty Little Liars’ is surprising & Audi is posting funny Snapchats with hints on the next season, in creative executions, that are not Audi like. ‘Emojis’ are the new copy here as clues to what will happen in the next episode.

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Emotional Conclusion

Emotional because I am disappointed that brands are so slow on taking up Snapchat & I am in meetings discussing Facebook fan growth and reach at least 4 hours every week.

Can you creative directors please wake up the industry, learn and embrace such networks and follow a new way to express ‘brand’ content. Make it more fun, more reachable, more connected & more comfortable to consume. Desktop is so irritating!

General Disclaimer: I am a cool kid on Snapchat but only with my close friends for now. When I become a celeb, you can follow me 😉

Reality Disclaimer for the Brand Manager

I am not saying throw your brand guidelines out of the window. Use this platform to add an element of surprise & an opportunity to get noticed. Don’t be afraid to break through the clutter.

Already on Snapchat and ‘been there done that’…then download TUNEPICS. (Stay tuned for the next blog post on TUNEPICS)

Download Links to

Snapchat https://itunes.apple.com/en/app/snapchat/id447188370?mt=8

Tunepics https://itunes.apple.com/us/app/tunepics/id796420945?mt=8

Snapchat Doodle Tip

Buy one of these for a very ‘fine’ DOODLING experience on Snapchat. Enjoy!

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Audi lights up New York for the World Cup

Audi USA has done it yet again. The ‘it’ here is ‘a simple thought that goes a long way’.

Top global brands are fighting for their share of attention during this World Cup and to leverage the millions of eye balls and attention on this global event, Audi USA did not simply book an out-of-home just like many other sponsors and other non-sponsors-football-enthusiastic brands. They made a really clever move and also a bold one, considering that football is not a mainstream sport in the USA.

Audi put 28 of their A8 models in 45 shipping containers stacked next to each other at Greenpoint, Brooklyn, New York and used their LED lights to reflect the football World Cup game scores.

It’s placement is such a clever idea as the Manhattan highway is pretty far on the other side. What a simple and clever way to show or ‘show-off’ their LED technology reflecting the score for the New Yorkers on the other side.

One tiny improvement in this idea would have been to permanently show a ‘hashtag’ e.g. AudiLED to get people to share the scores online, talk about the LED lights and spread the word online and win a test-drive at night to experience the power of the LED lights. Of course people will talk about it, so why not give them a hashtag and do more with it.

Nevertheless, awesome idea. Awesome brand. And how cool for the German brand Audi to promote Team USA for the game today.

Follow the game on Twitter with hashtag   and find out more about the AUDI LED technology on http://www.audiusa.com/innovation/design/LED