Imagine a world where cars purely performed a functional duty of getting you from point A to point B. Today, it’s unthinkable to view cars in this way. They are global beacons of design; a stimulus for constant innovation; the vanguard of new technology and connectivity.
Did you know that the average luxury premium car now incorporates over 300 million lines of computer coding compared to just 8 million in the F35 fighter jet?
All this amounts to an industry gripped by considerable and constant change. Automotive manufacturers cannot afford to stand-still – they are locked in an ongoing battle to out-perform, out-wit and out-run their competitors.
And, this is why the automotive world remains such an exciting and intriguing sector for experiential agencies.
However, the majority of work for agencies has little to do with the actual product. The fundamental issue when I and my partner, Jeremy Garbett, founded our company- Deeper Blue- was to understand that the way customers purchased cars had changed forever. The digital revolution had re-drawn the customer journey. Our job was to provide a new pathway for dealers to cultivate a relationship with their digital customers and to embed the tools, processes and dealership culture to respond to the demands of the 21st Century buyer”.
The agency is now four years further forward with a culture-change programme that has revolutionised the retailer sales process. It has armed dealers with a deeper understanding of how to activate and retain customers; supported by a rigorous measurement capability that continuously monitors their performance.
The communications programme itself merged live events, film, workshops, training and digital solutions to form a long-term, integrated roll-out of activity - a constant drumbeat of relevant, actionable and timely information.
Interestingly, when Deeper Blue was recently invited to launch a new product for Opel and Vauxhall, the product was not a car but a revolutionary, hi-tech personal connectivity and serviceassistant called OnStar.
The challenge was to generate customer enthusiasm and a clear understanding of the features and benefits of OnStar. In short, we had to make the complex appear simple, human and fun - in 8 different languages.
We created a series of eight, easy to understand animated films - each showing exactly how all the features work. Each 60 second animation featured our ‘On Star family’ and demonstrated how this advanced information technology could assist them in their everyday life situations.
The films are now available to watch on Opel’s You Tube channeland are also used in dealerships to make sure that no questions are left unanswered when the order books open.
Amidst the constant change, there’s one truism that remains unaltered – the way to drive sales is to get customers behind the wheel.
For the past two years, Deeper Blue has designed and delivered the most sophisticated form of experiential ‘sampling’. For 3 weeks every summer on the Island of Ibiza in Spain, the agency acts as a ‘connector’ between high net-worth individuals and Rolls-Royce Motor Cars.
Building deep relationships with the Island’s most attractive hotspots where the wealthy hang-out and play, Rolls-Royce offer individuals the chance to test-drive the car at a time and place that suits them. Perfectly delivered, in a highly personalised but relaxed style, a team of professional drivers is primed to interact with prospects and give them access to the Rolls-Royce of their choice.
It’s all about finding the right people, at the right time. Thereafter, we let the cars speak for themselves – no fanfare, no fuss, just all-eyes on personally experiencing any one of five beautiful vehicles.
Since 2014, Deeper Blue is now engaged in India, with the formation of Deeper Blue Asia operating from its Bangalore HQ. Already, its automotive specialism is attracting attention from manufacturers keen to address some of their most pressing issues across the Asia-Pacific region.
When we imagine the world of creating experiences, it’s no longer about getting our automotive clients from A to B. Agencies need to be a true partner on their longer journey – developing deeper understanding, anticipating their needs, and assisting them in innovating a better marketing platform.
(The story has been extracted from BW APPLAUSE)
