Consumer Expectations and Connected Vehicles

Between voice recognition, artificial intelligence and autonomous driving, new connected vehicle services are being introduced at every turn. Whether bred out of market need, technical innovation or both, there’s no shortage of opinion around what the future holds for the IoT, connected vehicles and car ownership in the automotive space. But what do consumers really want—and what are they willing to pay for?

Given the pace at which connected vehicle technologies are developing, it’s paramount for companies to understand and incorporate the voice of the customer into not just the automotive development process, but also into product and service innovation. Understanding consumer interests and expectations can help shape which connected services are optimal for the market, how they’re packaged, financed, marketed and distributed. Acxiom and JD Power recently partnered to uncover what consumers really want when it comes to connected vehicles and what ownership will look like in the future. The results reveal four trends OEMs, suppliers, automotive financing lenders, insurers and others must keep in mind as they pursue their unique approach to Internet-enabled vehicle offerings.

Shifting the paradigm from vehicle-centric to consumer-centric

Over the past decade or more, digital technology became the center of people’s lives with the introduction of the smartphone, meaning mobile technology manufacturers and automakers could no longer pursue separate paths. Consumers began to wonder why they couldn’t have a seamless experience across all of their technological interactions. The introduction in the early 2000s of automotive technology such as OnStar and Sirius Satellite Radio was a critical turning point in the move from vehicle-centric to the consumer-centric connected vehicle of today and tomorrow.

Like smartphones, the advent of new technology systems and capabilities onboard has made the vehicle an integral part of an individual’s existence, and thus it needs to seamlessly connect with other areas of life. And similar to the manner in which we’ve become used to paying for services on our smartphones, consumers are increasingly open to paying for in-vehicle services such as diagnostic checks, vehicle deactivation if stolen and even personalized recommendations for dining and entertainment.

Offering connected vehicle services like these is something the market is receptive to. However, the services must be compelling, as many consumers feel they won’t use the in-vehicle services enough to warrant paying a monthly subscription fee. Whatever services are offered, consumers are interested in universal vehicle apps that can manage services and be used in any vehicle.

Navigating a change in consumers’ first vehicle experience 

With income levels relatively stagnant and younger consumers saddled with paying off college debt, millennials don’t have a lot of money to go around for the expense of owning a vehicle, not to mention associated costs like insurance, registration, fuel and more.

Further, younger generations are increasingly eschewing purchasing a car for longer periods due to the availability of ridesharing and similar offerings. This is especially true in urban environments where tapping into the sharing economy is much more economical due to the density of the areas and hassles of car ownership.

With a large segment of the population unable or unwilling to invest in owning a car, how does an automaker build a brand relationship with them? OEMs and auto dealers must readily recognize and respond to the varied consumers needs associated with different life stages. This can help ensure they’re able to offer the right services and approach to suit the consumer’s needs at that point in their life.

With more people willing to give up vehicle ownership, opportunity exists to create subscription and loyalty programs for ridesharing or vehicle usage to further entice users. These programs can serve to introduce an automaker’s products to younger generations, driving brand awareness for potential future purchase consideration when the consumer approaches the applicable life stage. This type of program would enable these consumers to sample a number of different vehicles, which could then entice them to the OEM’s products when they are ready to buy.

Data security concerns drive consumer opinion

As the level of connectivity in consumers’ lives has increased, so has their awareness of how data about them is being used for marketing purposes. Huge leaps in delivering more user-friendly experiences are possible in this data-driven economy, and consumers largely enjoy the benefits of brands being able to tailor offers to meet their needs. But as consumers become savvier about the way data can be used to personalize offers, they’re becoming more selective regarding the brands with whom they choose to share information. Those developing new programs or applications for connected cars would be wise to consult with the companies who are recognized for their commitment to security and privacy.

What does this mean for consumers’ appetite for sharing their data? That consumers will share their data with brands they trust. OEMs and service providers should work with partners that fully understand privacy regulations and can work with consumers’ data ethically.

Despite the security concerns that exist, many consumers are open to sharing some personal information in exchange for more relevant, personalized brand experiences in the form of services or discounts. Saving on insurance premiums is one example of how this “value exchange” works.  Consumers recognize that vehicle information, driving behavior and ownership status are relevant information needed by the insurance company in order to provide a discount. Similarly, consumer data sharing can enable offerings such as proactive vehicle maintenance alerts, service discounts and reports on how to improve fuel economy. This sentiment only proves there is ample opportunity to develop new connected vehicle services.

“All-in-one” business models are on the road ahead

A few brands and program providers on behalf of dealers have dipped their toe in the water with the bundling concept, such as Cadillac’s vehicle subscription service, “Book by Cadillac,” Hyundai’s all-in-one offering, “Ioniq Unlimited Lease,” and recent offerings from luxury brands including Porsche and Volvo—evidence that bundling and/or subscription based programs can exist in the automotive sector.

Using bundled “all-in-one” leases could include the vehicle, insurance, connectivity services and fuel for one monthly payment. Looking to the future, consumer interest in an all-in-one lease offering can apply to autonomous vehicles. In a scenario that assumes autonomous vehicles would be safe and reliable, the study found that when it comes to leasing or purchasing a vehicle, consumers are much more likely to consider an all-in-one package for an autonomous vehicle than for a non-autonomous vehicle. Even though more than half of consumers would consider an all-in-one lease, this proportion swells to 90 percent when autonomous vehicles are introduced. The opportunity to capitalize on this interest exists now and is expected to grow in the future, especially among younger buyers.

As in-vehicle services, ridesharing, data sharing and more continue to take hold, those in the automotive connected services market must understand one thing: It’s consumers who will decide which offerings will win, and which will lose.

 

In Nissan’s Heisman House, Bo knows chess and Baker Mayfield plants a (tiny) flag


While not all viewers will catch the reference, it is an example of how Nissan tries to weave in “easter eggs” for hard-core college football enthusiasts, Marx says. “The non-fan would just think that it is just playful hijinks,” he says. But the “real punchline is for the super fan who knows exactly what we are referring to.”

The campaign, created by ESPN’s in-house CreativeWorks unit, debuts tonight during the Northwestern-Purdue game on ESPN.

Nissan is in its 12th year sponsoring the Heisman Trophy Trust, which oversees the trophy as well as charitable programs. College sports is a big part of Nissan’s marketing playbook. This year’s Heisman House campaign will emphasize the automaker’s Titan pickup, as well as its so-called “Intelligent Mobility” technology systems it puts in vehicles. But “while Titan is in the vast majority of our work this year, we try to make it a little more subtle and indirect,” Marx says. “We just don’t want to get in the way and make this into a sales campaign,” he said. Rather, the goal is to associate the Nissan brand with the Heisman, he adds.

Continue reading at AdAge.com

#StickItToSexism

In 1920, U.S. Congress designated August 26th as the day to commemorate the adoption of the 19th Amendment which prohibited federal and state governments from denying the right to vote based on gender. It was a significant milestone and represents a massive amount of progress for women globally.

To commemorate, Jack has kicked off a week-long global campaign across all of our offices. Led by the I AM JACK team, our employee led diversity and inclusion group, #STICKITTOSEXISM is a series of engagements designed to showcase the successes that women have achieved in the fight for equality and to highlight the many setbacks that continue to exist in the world today.

Women around the globe still face major issues around gender and racial inequality. Over 150 countries have at least one actively sexist law. One in three women around the world are likely to be victims of gender-based violence in their lifetime and when paid and unpaid work are combined, women in developing countries work more than men, with less time for education, leisure, political participation and self care. The average full-time working woman will lose more than $460,000 over a 40-year period in wages exclusively because of the wage gap. To catch up she will need to work 12 additional years. It is shocking to read the Women in the Workplace 2016 report that states that Corporate America promotes men at 30 percent higher rates than women during early career stages.

At Jack, we are actively trying to make a difference by educating, supporting and celebrating women’s equality. This is the second year that we have conducted our #STICKITTOSEXISM campaign. You’ll see a series of social posts from us aimed at raising awareness. Teams across the country will take the streets and distribute a series of #STICKITTOSEXISM bumper stickers that we have also translated into several languages including Mandarin. This week, many of our offices are showing inspiring content from female leaders and conducting discussion groups with industry experts to learn how to support, how to advocate, and how we can all help to overcome the obstacles for women in the workplace.

It’s all part of our continued plan for awareness. We need to know where we stand and to make sure we avoid biases when hiring and growing our people. It’s a work in progress. When it comes to representation we are working hard to reach and exceed the 30 percent mark – an important figure that is widely agreed to mark the stage at which contributions of a minority group start to be judged on their own merit. A natural tipping point occurs and progress can be made. In terms of gender representation, we already exceed in most cases or are close to reaching this number across our workforce, from our general staff make up to management teams and senior officers.

It’s about making meaningful and sustainable change. It starts with a commitment and an engaging experience. We will continue to build on this program. In the meantime, we’ve created some resources that you can use to #STICKITTOSEXISM. Click here for access to social content, a resource guide with useful links from inspiring speeches to organizations that are committed to change.

So go ahead, #STICKITTOSEXISM!

The post #StickItToSexism appeared first on Jack Morton.

We’re hiring: PHP Developer

We’re looking for a skilled, self-starting, PHP developer to grow our existing team. At Together, you’ll be working on a range of different digital projects for our roster of clients and you’ll be a key member of the team. Collaborating closely with our account management, project management and design teams, you will be working on the full software development lifecycle, taking full product ownership from day one.

Requirements

  • 3-5 years’ experience working in a dedicated PHP developer role
  • Experience working for multiple consumer brands in an agency environment, comparable to the scale and stature of Together clients
  • A good degree
  • Be comfortable across the stack (HTML, CSS and Javascript), with strong ability to match design with front-end
  • Strong OO PHP skills, with knowledge of WordPress, Symfony Framework and CMS systems
  • Fully capable across a variety of software/tools, such as composer, webpack, CSS Pre-processors (SASS/LESS), jQuery, gulp, grunt, npm, node and Git
  • Experience with development, deployment, and hosting software/platforms – AWS (EC2/ECS), Linux, Apache, Nginx, Docker, MySQL and Redis.
  • Some experience with Google Analytics and SEO.

Responsibilities

The main responsibilities for this role are:

  • Create digital solutions that answer or surpass our client expectations
  • Ensure your work is of a high quality, efficient, and works across a range of devices
  • Identify and fix bugs, work on ad-hoc amends and feature requests for existing projects
  • Collaborate directly with the wider Together team
  • Contribute directly to our technical direction.

Why apply?

For one thing, we’ll pay you a competitive salary and give you a decent chunk of holiday to boot. But as well as that, our agency is genuinely a brilliant place to work. Our team is close-knit and super friendly and we’re set slap bang in Nottingham City Centre, so it’s an easy commute – and even easier to find a spot for after-work drinks.

 

Read over the Full Job Specification, and if you’re ready to apply, send an email to hello@togetheragency.co.uk with your CV using ‘Vacancy: PHP Developer’ as the subject line. Or, if you want to know more, give us a call.

The post We’re hiring: PHP Developer appeared first on we think.

The Meg Goes Epic with Digital OOH for Film Release

Warner Bros science-fiction, summer blockbuster thriller ‘The Meg’, opened globally to huge audiences and was supported by an epic Digital OOH campaign.

The film follows the crew of a deep-sea submersible exploring the Mariana Trench. The sub is attacked by a massive creature, leaving it disabled and trapping the crew at the bottom of the Pacific Ocean. Rescue diver Jonas Taylor (Statham) must now attempt to save the crew and the ocean itself from the incomprehensible threat of a 75-foot-long prehistoric shark, known as a Megalodon.

The Meg Hong Kong DOOH

To support the Warner Bros film release of ‘The Meg’, Grand Visual produced static and motion creative for a massive 46 markets, making it GV’s largest order to date. With 4 different artworks and a bespoke creative featuring a 3D render of the shark coming towards the screen, the campaign was striking and unmissable.

Over half the markets used the bespoke creative and it went on to be used in tv spots, Instagram, Twitter and digital advertising including digital OOH variations, with JCDecaux Australia incorporating it into touchscreens in Melbourne & Sydney stations.

Additionally the creative featured on interactive screens in Hong Kong, a rooftop screen in Canada, a shopping centre in Madrid and a huge projection in Dublin.



Employing digital OOH as part of a wider campaign, on such a massive scale, positively contributed to ‘The Meg’ having the best opening weekend debut of the year. Digital OOH continues to be crucial for entertainment brands, with brand new markets, media owners and formats, it’s only gaining momentum as one of the most creative ways to showcase a new film.

The post The Meg Goes Epic with Digital OOH for Film Release appeared first on Grand Visual.

Dead Man’s Fingers spiced rum creates an experiential barbershop that celebrates people’s craniums

To launch their new Cornish spiced rum in London, Dead Man’s Fingers worked with Sense to create ‘SkullCuts’, a unisex barbershop specialising only in ‘close to the bone’ styles and scalp treatments. Contrary to traditional barbers, who focus solely on hair, SkullCuts has been designed to give both men and women the confidence to show off more of their craniums.

The concept aims to implant the brand’s skull iconography into culturally relevant spaces where the target consumers might be.

According to Sense Creative Director Adam Curry: “Barbershops have enjoyed something of a mini renaissance lately for both sexes, now being known as much for their relaxed atmospheres and slick hospitality as they are for their cuts, so we felt that this would be the perfect environment to amplify the different sides of the Dead Man’s Fingers brand.”

Commenting on the campaign, Lucy Cottrell, Brand Manager for Dead Man’s Fingers, said: “Dead Man’s Fingers has grown a cult following in the South West since its launch in 2015, receiving lots of acclaim in a relatively short space of time, so it’s exciting to finally share its exceptional qualities with the rest of the country. The aim of the unique SkullCuts campaign is to spread the brand through the cultural consciousness of London and beyond, buoyed by the growing popularity of the spirit, with the skull imagery acting as the foundation for a new iconic UK liquor brand. Consumers will experience an original, exciting spiced rum brand that finally breaks away from some of the pirate and palm tree category stereotypes.”

The SkullCuts barbershop pop-up hit the streets of Shoreditch from 21 to 23 August 2018. All treatments were free of charge and came with a complimentary Dead Man’s Fingers spiced rum cocktail, and any guests who embraced the full SkullCut were rewarded with a free bottle of the brand’s spiced rum and a limited edition ‘cut-to the cranium’ t-shirt.

The post Dead Man’s Fingers spiced rum creates an experiential barbershop that celebrates people’s craniums appeared first on Sense London.

Consumers Look for Savings While Back-to-School Shopping

For many back-to-school shoppers, finding quality items is important, as is spending as little time as possible in the store. But nothing beats a good deal.
eMarketer takes a look at Integer’s The Checkout: Back-to-School and Back-to-College findings.
A survey of 1,254 US back-to-school shoppers by The Integer Group found that a plurality of respondents said as much. More than 70% of older millennials—those ages 25 to 34—as well as those ages 35 to 44 felt this way. Young adults in the 18- to 24-year-old age bracket were less likely to agree. 
Read more HERE.