brand experience & the conversation age

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

SHAPE

GRAPHICS

TEXTURE

COLOUR

SPACE

MOVEMENT

SIMPLICITY

CONSISTENC

Y

CLARITY

HARMONY

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

ns

Multi-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!