05TRENDREPORTAUTOMOTIVE INNOVATIONBEST PRACTICE

2015

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BEST PRACTICE AUTOMOTIVE TRENDS 2015

AUGMENTED REALITY GLASSES FOR DRIVERS

The automotive brand MINI is collaborating with its parent company

BMW to develop augmented reality glasses that will project relevant

information into the driver's view. This could be navigation data, current

speed, speed limits, points of interest as the drivers pass or even

parking assistance. The function “X-Ray View” makes solid parts of the

car around the driver transparent so that obstacles and pedestrians

become more visible. Additional street views come from a camera

fastened to the side mirror of the car.

http://miniusanews.com

BMW AG, Germany 3trendexplorer send a trend PPT export video

BEST PRACTICE AUTOMOTIVE TRENDS 2015

BMW PLACES STICKERS ON RIVAL STEERING WHEELS

BMW has used valet parking services in Brazil to promote the new 116i

model in a simple and effective way. Staff of the parking services at

upmarket restaurants placed BMW stickers on the steering wheel of

cars to cover up the other brand's logo. When the owners returned to

their cars, they found the BMW emblem together with an advertising

slogan, a picture of the new car and its price. According to the agency

behind the campaign, the number of test drives in the region for the

new BMW 116i increased by a third.

http://www.bmw.com.br

BMW AG, Brazil 4trendexplorer send a trend PPT export

BEST PRACTICE AUTOMOTIVE TRENDS 2015

AUDI-FEELING IN ACTION CINEMA

The Russian subsidiary of the BBDO agency network has adapted an

Audi ad to 4DX theatre technology to appeal to multiple senses of

cinema-goers at the same time. In addition to the images and audio,

moving seats, mist and fragrances gave viewers the feeling of sitting in

the vehicle in the ad featuring an Audi TT entering the Earth's

atmosphere from space. The vehicle landed on a ramp and drove a

serpentine route while the viewers' seat moved with it.

http://bbdogroup.ru

Audi AG, Germany 5trendexplorer send a trend PPT export video more pictures

BEST PRACTICE AUTOMOTIVE TRENDS 2015

CAR-SHARING WITH FRIENDS

Audi is testing a car-sharing concept in Stockholm called "Audi Unite",

in which several people can share a car. A maximum of five people get

the chance to use a brand new Audi for a period of one or two years.

People can reserve the car via an app for their chosen length of time.

The people who share the car can decide by themselves if they want to

split the costs evenly or pay according to their use of the car.

Depending on the chosen model, the deal costs between €160 and

€1,000 per month.

https://www.audiunite.com

Audi AG, Sweden 6trendexplorer send a trend PPT export

BEST PRACTICE AUTOMOTIVE TRENDS 2015

CINEMA AD INSIDE CLOSING CURTAINS

In a campaign for the Smart car, BBDO Istanbul has created a cinema

ad that was shown between half-closed curtains to highlight the

compact size of the car. Without any warning, the curtains started to

close slowly until just a small opening was left. Afterwards, a life-size

model of the car reversed into the space between the curtains. The ad

also featured the company's logo and a message saying that the

Smart car can fit in everywhere.

http://www.bbdo.com.tr

BBDO Worldwide, Turkey 7trendexplorer send a trend PPT export video

BEST PRACTICE AUTOMOTIVE TRENDS 2015

CUSTOMIZING A MERCEDES ON INSTAGRAM

Instagram users can now build a custom Mercedes Benz GLA and

share the result on their Instagram account. Users go to the new GLA

Instagram page and tap the main image to get started, choosing the

colour, wheels, roof type and grill. Each tap links to further Instagram

profiles, where individual colours, wheels, roofs and grills are stored.

The last link takes users to the profile with the custom-built car.

http://mercedesblog.com

Daimler-Benz AG, USA 8trendexplorer send a trend PPT export video

BEST PRACTICE AUTOMOTIVE TRENDS 2015

PERSONALISED SPEEDOMETERS AFFECT DRIVING BEHAVIOUR

Volkswagen has carried out a road safety campaign in New Zealand

which used children to help their parents change their driving habits.

Four families were selected for the campaign and the children had the

job of redesigning the speedometers of the families' Golf cars. This left

them colourfully drawn with a personal message in the middle. The

average driving speed of all four families significantly sank over a

comparable period. The campaign was accompanied by a website and

videos.

http://www.volkswagen.co.nz

Volkswagen AG, New Zealand 9trendexplorer send a trend PPT export video more pictures

BEST PRACTICE AUTOMOTIVE TRENDS 2015

DEMONSTRATING FATIGUE DETECTION IN A SOCCER GAME

In collaboration with AlmapBBDO in Brazil, Volkswagen launched an

advertising campaign during soccer matches on TV to raise awareness

of fatigue detection in its cars. Whenever players were ready to be

subbed off, the fatigue sensor icon used by Volkswagen – a coffee cup

– appeared over their heads. While the players were leaving the field,

a small banner explained what the the cup meant and what the

Volkswagen fatigue detection system does.

http://www.vw.com.br

AlmapBBDO, Brazil 10trendexplorer send a trend PPT export video more pictures

BEST PRACTICE AUTOMOTIVE TRENDS 2015

TEST DRIVE WITH PARKING SPOT GUARANTEE

Volkswagen has carried out a "Park & Drive" event in Warsaw to try

and recruit potential new customers for a test drive. While doing so, the

company used the city's widespread parking problems for its own

ends. People could sign up to the "Park & Drive" event and the test

cars were then parked outside their office the next morning. A VW

employee waited for the test person, offered them the free parking spot

and then handed over the keys to the test car. This enabled

participants to have a short test drive safe in the knowledge that they

could return to a free parking spot.

http://www.volkswagenwarszawa.pl

Volkswagen AG, Poland 11trendexplorer send a trend PPT export video more pictures

BEST PRACTICE AUTOMOTIVE TRENDS 2015

VOLVO SPRAY HELPS CYCLISTS

Grey London and Albedo 100 have developed the spray "LifePaint" for

Volvo which increases the visibility of cyclists, thereby offering them

greater protection. The spray can be used on bicycles and clothing and

is invisible in bright conditions. It reflects car lights in dark

environments, making cyclists easy to see. After application, the spray

lasts about a week, leaves no markings and can be applied afresh.

The first 2,000 cans of "LifePaint" are initially being sold in six cycling

shops in Kent and London.

http://www.volvolifepaint.com

Volvo Car UK Ltd., UK 12trendexplorer send a trend PPT export video more pictures

BEST PRACTICE AUTOMOTIVE TRENDS 2015

The Trendexplorer gives you access to the most trending innovations worldwide. Benefit from

this exclusive and decisive competitive advantage. You get access to more than 17,000

micro-trends – and 250 new micro-trends each month!

Click here and test the trendexplorer

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CUSTOMIZED TREND SCOUTING

Our trend services are wide-ranging. So wide-ranging, in fact, that we can fill all kinds of categories with content for you.

This is how it works:

1. Joint agreement on the requirements -> briefing our scouting network

2. Trend suggestions arrive in the Trendchecker© -> evaluation by our analysts

3. The best, most relevant micro-trends are edited for you / as often as you wish (monthly, quarterly, half-yearly)

You can get more information from Peter von Aspern, v.aspern@trendone.com.

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EXECUTIVE TRENDREPORT MAY 2015