Holler & Audi, IAB Seminar, Innovation Presentation

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A look at the communications and brand challenges facing the Automotive sector in Australia and abroad. Highlighting the need to demonstrate Automotive innovation by using touch points that embody the message that is trying to be conveyed. Which in-turn generates cut through, engagement, emotional connection and social credibility.

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  • Is dramatically changing behaviour and its adoption and integration into our lifestyles is happening at a velocity that is hard to anticipate. Nevertheless, it has provided us with unique ways of connecting with consumers whilst simultaneously providing consumers with tools to avoid our messages.
  • With more media, accessible through more devices we are having to deal with an increasingly distracted consumer. Couple this with the multitude of touch points we have to both entertain and inform. Brands are finding it engage genuinely. Forcing us to be more inventive, empathetic and innovative with the way we connect.
  • In the top five performing centres in the UK for sales in August 2012. Audi City has seen a 58% rise in car sales versus the more conventional Audi retail space which originally stood in its place, of which 94% have been new customers. The dealership has been pulling in over 1,000 visitors each week.
  • F-Cell,Hrdrogen Fuel Cell, 0 emissions.
  • Investing heavily in: Alternate revenue streamsComplimentary businessesOverall transportation solutionsValue add services for it’s customersUnban technologyUrban infrastructure
  • Holler & Audi, IAB Seminar, Innovation Presentation

    1. 1. IAB – Automotive Seminar February 26th 2013 Authors: Gual Barwell & Helen Luong© Copyright 2012 Holler Sydney. All Rights Reserved
    2. 2. agenda1. Introduction2. Consumer snapshot3. What are the challenges i. Increasing competition ii. Compressing innovation cycle iii. Hyper informed consumer4. Innovation driving effectiveness i. Value creation through brand ii. Contextualising innovation iii. Beyond the purchase5. Things to take away6. Thanks © Copyright 2012 Holler Sydney. All Rights Reserved
    3. 3. 1. Introduction© Copyright 2012 Holler Sydney. All Rights Reserved
    4. 4. hi, we’re hŏlərWe’re a digital creative agency.Holler was set up with a simple ethos: workhard, be honest and keep it creative.We focus on developing content that peopleactively seek out and want to view - notadvertising which people traditionally look toavoid.We create advocates, not ads. © Copyright 2012 Holler Sydney. All Rights Reserved
    5. 5. hi, we’re Audi Since 2004, the Audi brand has more than tripled its sales and continues to launch exciting and sophisticated new models each year to a receptive Australian public. We have three brand values: Sophisticated Sporty Progressive Vorsprung durch Technik is our brand ethos and what drives us.© Copyright 2012 Holler Sydney. All Rights Reserved
    6. 6. 2. Consumer snapshot© Copyright 2012 Holler Sydney. All Rights Reserved
    7. 7. technology is disrupting peoples behaviourIs dramatically changing behaviour and its adoption and integration into our lifestyles is happening at a velocity thatis hard to anticipate. Nevertheless, it has provided us with unique ways of connecting with consumers whilstsimultaneously providing consumers with tools to avoid our messages. © Copyright 2012 Holler Sydney. All Rights Reserved
    8. 8. making it harder to get messages to cut throughWith more media, accessible through more devices we are having to deal with an increasingly distractedconsumer. Couple this with the multitude of touch points consumers have to both entertain and inform themselves.This has forced brands to be more inventive, empathetic and innovative with the way they connect. © Copyright 2012 Holler Sydney. All Rights Reserved
    9. 9. in-turn forcing us compete with the ALL contentWe need to better understand the role that technology and media play in peoples lives. Developing holistic communicationsstrategies against these insights. Strategies that include reach, depth and relationship touch points. The standard of whichneeds to compete with the broadcast messaging and brand communications vying for the same pool of attention. © Copyright 2012 Holler Sydney. All Rights Reserved
    10. 10. 3. What are the challeneges?© Copyright 2012 Holler Sydney. All Rights Reserved
    11. 11. increasingly competitiveApprox 63 automotive brands in Australia. Population of 22 million, of which 16mil are of driving age. Australiansbought 1.1 million new cars last year. © Copyright 2012 Holler Sydney. All Rights Reserved
    12. 12. accelerating rate of change and compressing innovation cycleThings are changing at an increasingly rapid pace. The issue for car manufacturers is globalisation has eroded theability to capture wealth from standing on the innovation soap box. With incremental innovations flowing from thepremium and luxury end of the market to the commoditised end of the market increasingly quickly. © Copyright 2012 Holler Sydney. All Rights Reserved
    13. 13. hyper informed and increasingly demanding consumer1 in 5 automotive searches are done on a mobile device. Frequently we find, at the actual dealership where theinformation is in the customer’s hands. © Copyright 2012 Holler Sydney. All Rights Reserved
    14. 14. 4: Innovation drivingeffectiveness© Copyright 2012 Holler Sydney. All Rights Reserved
    15. 15. increased competition© Copyright 2012 Holler Sydney. All Rights Reserved
    16. 16. increased competitionsolution:value creation throughemotional connection andsocial credibility© Copyright 2012 Holler Sydney. All Rights Reserved
    17. 17. © Copyright 2012 Holler Sydney. All Rights Reserved
    18. 18. creating social credibilityIncentivising participation and amplification is key to driving credibility around your ATL and digital advertising. © Copyright 2012 Holler Sydney. All Rights Reserved
    19. 19. chevy happy grad – 30 sec spothttp://www.youtube.com/watch?v=GTnlQooZjXA © Copyright 2012 Holler Sydney. All Rights Reserved
    20. 20. multiscreen behavioursHarnessing existing digital behaviours to increase ROI for your communications. Ensuring cut through and dwell timethroughout your communications executions.https://www.youtube.com/watch?v=mHrW0owZPFw © Copyright 2012 Holler Sydney. All Rights Reserved
    21. 21. compressing innovation cycle© Copyright 2012 Holler Sydney. All Rights Reserved
    22. 22. compressing innovation cyclesolution:demonstrate innovation, withinnovation© Copyright 2012 Holler Sydney. All Rights Reserved
    23. 23. Audi CityReinventing through technology the traditional dealership and retail touch-points. Bringing the Audi experience towhere people are – urbanised centres. © Copyright 2012 Holler Sydney. All Rights Reserved
    24. 24. Mercedes – Invisible CarAn innovative, inventive way of presenting a product development in a unique, creative way. The communicationcuts through due to its originality, the messaging is clear due to the strength and nature of the execution. © Copyright 2012 Holler Sydney. All Rights Reserved
    25. 25. hyper informed consumer© Copyright 2012 Holler Sydney. All Rights Reserved
    26. 26. hyper informed consumersolution:the vehicle is the product, therelationship is a service© Copyright 2012 Holler Sydney. All Rights Reserved
    27. 27. BMWi Mobility Services Investing heavily in: • Alternate revenue streams • Complimentary businesses • Overall transportation solutions • Value add services for it’s customers • Urban technology • Urban infrastructure© Copyright 2012 Holler Sydney. All Rights Reserved
    28. 28. Audi – my car tracker© Copyright 2012 Holler Sydney. All Rights Reserved
    29. 29. 5. Things to take away© Copyright 2012 Holler Sydney. All Rights Reserved
    30. 30. things to take awayBrands need to practice what they preachThink beyond the carCustomers are your strongest asset – Listen, learn and adaptThe most valuable asset you have is the customer thatrepurchases.Urbanisation is inevitable, manufacturers need to be thinkingabout the changing nature of automotive retail touch points© Copyright 2012 Holler Sydney. All Rights Reserved
    31. 31. 6. Thanks© Copyright 2012 Holler Sydney. All Rights Reserved
    32. 32. lets chatHelen LuongMarketing Communications ManagerAudi Australia-----Gual BarwellSenior Creative StrategistOffice +61 2 9469 5901Mobile +61 410 927 617Suite 5, 30 Boronia StreetRedfern NSW 2016gual.barwell@hollersydney.com.au© Copyright 2012 Holler Sydney. All Rights Reserved

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