Branding & The Senses
in the automotive industry
Brand Experience in The Conversation Age
Madrid, March 8, 2012
Pascal BeuclerSVP & Chief Strategy Officer
MSLGROUPPart of Publicis Groupe
> TOO MUCH OF A CHOICE
TODAY’s SCENARIO
> EVERYTHING LOOKS ALIKE
> QUALITY IS COMPARABLE
> OPTIONS APPEAR THE SAME
> “VIRTUAL BUYING” IS HIGH
BRANDING PLAYS A KEY-ROLE WHEN IT COMES TO CHOOSING
and BRANDING REALLY MAKES A DIFFERENCE, WHEN PRODUCTS TEND TO
LOOK ALIKE!
BRANDING NEEDS TO BE FLUENT in the LANGUAGE
of the 5 SENSES
> BRANDING is GLOBAL > BRANDING BREAKS THE RULES> BRANDING bridges FORM&FUNCTION> BRANDING is about IDEAS> BRANDING creates CONNECTIONS
BRANDING is GLOBAL
SHAPEGRAPHICSTEXTURECOLOUR
SPACEMOVEMENTSIMPLICITY
CONSISTENCY
CLARITYHARMONY
UNITY
> Branding is global, globalization needs branding.
> Fiat, BMW, Mercedes, Audi, Citroën and other worldclass brands make their strategy visible through global design.
> In an expanding worldwide market, brands need to express themselves at all sensorial touchpoints with consumers
BRANDING CAN HELP BREAK THE RULES
YOU BUY a CAR, YOU DRIVE a BRAND
BRANDING bridges FORM & FUNCTION
«The function, what a nice form!»Achille
Castiglioni
BRANDING is about IDEAS
«It all must start with an inspired idea»Raymond
Loewy
BRANDING creates CONNECTIONS
«If you see something that you feel is familiar, it gives you an important kind of emotional connection»Marc Newson
«Design is the mirror of our lifestyle»Philippe Starck
WHY BRANDING &THE SENSES?
Because what we call brand experience is, first of all, an emotional experience
IT’S NOT JUST WHAT THE BRAND SAYS THAT COUNTS, IT’S HOW I FEEL ABOUT IT
We want to feel again!
FEELMaking SENSE through the
SENSES
SeeSmellHearTouchTaste
Creative BRANDING & DESIGN helps brands develop
EMOTIONAL CONNECTIONS
in store(ambiance, words,
sound, architecture)
on the web(look&feel,
virtual sensations)in the identity(logo, sound)
in the street(stimulation,
creating events) in society(partnership, CSR, ethics)
Multi-sensory branding
Multi-sensory perception in all places
THE 5 SENSES
1 BRAND, 5 SENSES
Renault and the «Hypersensoriel» experience Activities for consumers inside L’Atelier + new marketing initiatives including
the 5 senses in the strategic development of the brand.
SEE!
COLOURS
COLOURS
FERRARI
MERCEDESABARTH
FERRARI
COLOURS
MERCEDESABARTH
ALFA ROMEO’s peculiar shield
DODGE’s radiator grill
SHAPES
BRAND IDENTITY
COMMUNICATION FORMAT
ASTONISHING IDEAS
SMELL!
Lexus ScentAirHendrick Lexus’ showroom (USA) uses the ScentAir Technology to diffuse seducing fragrances: Vanilla Grapefruit at the main entrance, Green Tea and Lemongrass in the rest of the space,
to create a stimulating environment and enhance the car buying experience
FEELING FINE
Citroën offers a scent-diffuser in the ventilation system of C4, with a range of nine different scents
Citroën launches the C3 Buddha Bar, including a special “AROMA RELAX kit” with 5 different fragrances
Rolls Royce Peony: a Rolls with its own peculiar scent.
Technology which allows promo-cars to spread around aromas and perfumes
Real “new car scent” used by the dealers: an idea which enhance the buying experience by spreading a good smell inside used vehicles.
GOOD OLD DEALER’S TRICKS…
HEAR!
Got it?
SOUND IDENTIFIES BRANDS
Yes!
SO… WHY NOT CARS?WHAT SHOULD THEY SOUND
LIKE?
TOUCH!
The hand is the major tactile perceptive organ The tactile sensitivity is maximum on the palm face area
Working on shapes, materials, texture is the key for creating a seducing CONTACT EXPERIENCE with the object
Lancia and Poltrona FrauTogether for a better and more comfortable driving experience
Concept car by Citroen: C-Airplay«An atmosphere that serves the
senses»
Sensotact ® - the first tactile reference frame
> Sensotact® is the first tactile reference frame on the market > Created by Renault and marketed by Quinte&sens, a French sensory
marketing agency, this innovation has been welcomed by industrials
> Sensotact® is suitable to analyse tactile perceptions and to classify them
> Sensotact® is a suitcase composed of 10 descriptors and 50 references that interact throughout the conception process of the product
> Sensotact® is available for cosmetics, avionics, sports, toys, packaging
PROMO MATERIALS
Opel GT brochure with a cover which simulates the seat material/stitching
TASTE!
Mercedes A Class «Chocolate Edition»Special partnership with the chocolate atelier «Venchi» (Turin): colours and settings
speak the language of tasting to seduce the driver/consumer/experiencer
BMW & StarbucksSirena, an Espresso machine designed by BMW Design Works for Starbucks stores.
«At least, caffeine will make you drive faster»
When taste simply comes out from the name!
Mirafiori Motorvillage Not only a showroom, but an innovative place where customers can take a look at their favourite cars while drinking, eating and chatting at the bar
FIND the 6th SENSE ON THE WEB
Interactivity between real world and the web: the tool to INVOLVE and make consumers FEEL
PLAY
CONCLUSION
Through multi-sensory branding, from the brand as object to the BRAND as SUBJECT
brand as object
=brand as product
brand as subject
=brand as lifestyle
The brand is an ambient subject which envelops us
The brand is an exterior object that imposes itself
MULTI-SENSORY BRANDING
ProductInnovation
BrandCommunicatio
nsMulti-
sensorydesign
IntellectualLeadership
= Brand as a
Belief
Emotional Leadership
=Brand as an Experience
a new frontier for major brands
TechnologicalLeadership
=Brand as a
Reassurance
Olfactory Marketing(new fragrances to discover)
Visual effects equipment(luminescent, translucent, lens-based,
dichroic, thermo-chromatic…)
Sound Marketing(ambiance, familiarity and downloading)
From disembodied senses to the embodiment of sense
Tactile materials(soft touch, unwoven, sleeve, laminated,
surlyn…)
MULTI-SENSORY BRANDING
the opportunity of new techniques
Thank you!
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