Your Story Alive: A Live Communications Blog

January 26, 2012 12:34 PM

NAIAS Review: The Good, the Great and the Ugly

Posted byKatie

This year’s North American International Auto Show was a departure from years past – both when it comes to attendance (770,932 attended this year, with the highest opening day attendance since 2005) and automaker’s exhibits.

Our design team took to the aisles to see what’s happening and what’s hot (or not), and here is what we found:

The brands are back. Companies that haven’t been around the past few years have made a comeback, and their re-emergence wasn’t always small. However, on that note, we saw that condensed kits are still around even for the seminal automakers, but didn’t seem to be doing their brands much justice.
Automakers and consumers are talking about fuel efficiency and personalization – and some of this is being reflected right into the booth themselves. EWI Worldwide client Kia turned its brand’s fuel efficiency into a driving interactive, and another interactive in the space highlighted features that could be personalized to the driver. This trend also shows signs of event marketing and the live experience becoming a larger representation of the brand and an overall marketing campaign, instead of a standalone effort.
Exhibitors are building new stands every year instead of using the same kit for 4-5 years – just look at GM and Chrysler as examples. This speaks to the European build style – and is perhaps something we all should keep an eye on for future years (and builds).
Black is the new black. And so is drywall and fabric. One short trip around the show floor revealed these materials reflected in a lot of the exhibit spaces. Not everyone did it well, but awesome forms in drywall were delivered particularly in the Audi stand. Chevy, on the other hand, was almost entirely executed with fabric.
Bring on the LEDs. LEDs are becoming a bigger part of exhibits, and BMW’s LED ceiling was a good example of this. Although not all automakers have embraced the LED trend, we expect to see more of it in future years.

Are there any trends that you saw this year that you haven’t seen in years past? Share below.

Tags: Architecture, Brand Stories, Interactives, Technology, Transportation

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November 02, 2011 11:11 AM

Nitto Tire USA Optimizes the Press Experience at SEMA

Posted byKatie

Nitto Tire U.S.A. Inc., a leading developer of performance tires for enthusiasts, has worked with EWI Worldwide to create a custom Nitto® Digital Passport Program to assist press during 2011 SEMA Show and make their visit to the booth relaxed and informative. Knowing that the week at SEMA is filled with numerous meetings leaving editors short on time, the program was intended to make editor engagement with Nitto Tire even better.

Press interested in visiting Nitto Tire while at SEMA were asked to pre-register online at the Nitto website. Once registered, a personalized QR code, containing the individual’s contact information, was emailed to them pre-show or could be printed on-site. Then, once press arrived at the show, they were encouraged to use one of 13 interactive tire displays, each showcasing one of Nitto Tire’s products, to browse product information, specs and programs. As they explored, the QR Code captured their experience and automatically provided—at the end of that day—a follow-up email containing detailed information about each of those products and programs. This email also gave Nitto an opportunity to cross-promote its social media channels, such as its Nitto® Tire Fan Drive Sweepstakes, a unique opportunity that will allow Facebook fans of Nitto® Tire to design a custom vehicle that could be given away as the grand prize.

See picture above for an example of what visitors received.

The program, which debuted this week at the Las Vegas Convention Center, is open to anybody attending the show. Here’s a link to Nitto Tire’s press release containing more details.

Tags: Architecture, Brand Stories, Interactives, Media, Promotions, Technology, Transportation

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May 06, 2011 3:35 PM

Bentley Engages Fashion's Freshest Designers

Posted byJamie

Luxury, Sophistication, and Quality - Three words that capture the essence of the Bentley automotive brand. Now, Bentley looks to add a fourth.

Over the last century, Bentley has made its way to the top of the luxury car market, establishing a name and reputation known throughout the world. Recently, they decided to seize the opportunity to specifically target an audience that can often be overlooked in the world of automotive marketing - women. To do this, the brand embarked on a new challenge: to create three consumer-focused travel products that would appeal to the “Bentley woman.”

For inspiration, Bentley sought out London’s Royal College of Art, engaging young designers in a competition that is expected to result in new prototypes by the end of summer- including luggage, a driving shoe and a coat.

I love everything about this approach and wonder how this might one day play out in the live space- not to mention Bentley’s consumer market!

Check out the full article and designs here.

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June 30, 2010 6:10 PM

The way I travel. Don't you?

Posted byEli

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February 10, 2009 3:34 PM

Ford knows how to Celebrate a Brand

Posted byAngela

Building excitement on the eve of the LA Auto Show, Ford invited 800 Mustang enthusiasts and a couple hundred key media to the Barker Hangar in Santa Monica for an unforgettable event last November. The event was to introduce the new 2010 Mustang line-up, but more importantly celebrate and promote the Mustang brand in that moment in time and beyond. Our team of producers were privileged enough to work with Ford in creating it.

Rather than stopping at the production of a 20-minute theatrical reveal and presentation experience, Ford expanded the launch into a 3 hour event, complete with Mustang and racing themed stunts and interactives, special appearances by Mustang legends (both vehicles and people), keepsake giveaways and a guest-generated Mustang car show.

It was broadcast live on the Speed Channel and picked up by other media such as this behind-the-scenes video I just ran across on Garage419.com. It really captures the essence of the event and the production that went into it. Before you push play, note that typical set up for an event of this nature is 4-5 days. Our crew had 40 hours. Everything went off on time and without a hitch! Thanks Garage419 for such great coverage.

Tags: Brand Stories, Business Theatre, Product Launch, Transportation

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August 22, 2008 3:31 PM

Green Supercar?

Posted byMike

Ronn Motor Co. of Austin, TX manufactures the 40-mpg eco-exotic Scorpion, capable of delivering the caliber of outstanding performance expected from a 200 mph supercar.
The Scorpion(TM) power train is centered on the technically advanced Acura 3.5 liter V-tec Type S engine coupled with a six speed synchronous manual transmission. These engines are widely known for their superior engineering, high horsepower, lightweight and reliability.

What makes this car different however is the on-board Hydrogen-On-Demand system, which provides 130-octane hydrogen during vehicle operation through electrolysis of water using the power generated from the vehicles electrical system. A small amount of hydrogen is added to the vehicles intake air/fuel mixture, in ratios of 30-50%, to achieve lower emissions and vastly improved fuel economy. This allows the engine to operate with less fossil fuel.

The end result is a 2,100-pound car that is capable of accelerating from 0-60 in 3.5 seconds, all with a price tag of $150,000.

The Scorpion is slated for a reveal at this year’s SEMA Show in Las Vegas.

Tags: Transportation, Technology, Green Design

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June 17, 2008 7:49 AM

How Smart is your Vending Machine?

Posted byLaura

Auto Vending Machine - Smart Idea (GALLERY)

Located in a Japanese train station with high traffic volumes, Smart had a lot of fun with this vending machine.

Tags: Advertising, Transportation

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April 21, 2008 10:36 AM

Live Communications Leap Forward at Auto China 08

Posted byMatt

Greetings from Beijing, home of Auto China 2008, and in a few months, the Olympic Games. I've spent the last two days in Beijing taking in this massive auto exhibition during press days. Understanding the importance of the China market to the global auto industry, I was anxious to see the progress being made in the development of live communications here. And boy, did it deliver.

I saw design and technology that is beginning to rival major auto shows in Frankfurt and Detroit. Press events featuring top stories and top brass. Significant investments made at every level of the industry, including luxury brands fighting for their share of China's young money.

Overall, the quality of the communications is beginning to catch up with the sheer scale of it, and that's an exciting prospect for marketers looking to Chinese partners for support penetrating this market. Clearly, there is still significant progress that has to be made before marketers can expect a consistently good product from a wide variety of live agencies in China. But Auto China 08 represents a significant step forward in the development of quality live communications. I can't wait to see what the Olympics and 2010 Expo will do to advance this cause!

Tags: Exhibits, Technology, Transportation, Global Design

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