Brandility

Where advertising and usefulness meet When a brand demonstrates value by solving a customer problem A look at brands that have done it well

[brandility]

Boost Mobile Boosts the Vote

Voting is a fundamental right of our democracy but access to voting can be a struggle in lower income communities where voting resources, such as polling locations, machines and workers are scarce.  Last election, millions of lower income voters experienced very long wait times in inconvenient locations.  Boost mobile has set out to help resolve this issue by turning its storefronts (located in these low income communities) into polling locations this upcoming Election Day. 

The effort is supported across digital with video, a microsite and even a petition for equal voting access on Change.org (https://www.change.org/p/election-officials-let-s-provide-equal-voting-access-for-all-americans?source_location=topic_page).

The idea: Increased voting resources in lower income communities, such as polling locations, machines and workers, can enable equal access to voting and allow more voices to be heard.

The perspective:  Boost Mobile storefronts are located in low income communities and can serve as polling locations on Election Day to fill in voting resource gaps.

Utility: Increased accessibility to voting in lower income communities.

Action: Vote!

Rebecca Marshall, Analytics Manager

[brandility]

Gaming on Snapchat with Gatorade

Gatorade promotes itself as the fuel for energy and regularly sponsors top athletes to showcase that promise.  Coinciding with the U.S. Open and the brand's ongoing sponsorship with tennis pro, Serena Williams,  Gatorade launched a simple 8-bit Nintendo style tennis game within the Snapchat platform, further engaging users by enabling them to interact with the brand in a surprising and delightful way.

The idea:  A consumer's relationship with a brand should extend beyond the purchase and become a more integrated aspect of one's life. 

The perspective: A video game on a popular platform is a fun and unique way to invite consumers to engage.

Utility: Interaction and entertainment.

Action: Play and share.

Rebecca Marshall, Analytics Manager

[brandility]

Chevy uses A.I. to help Fuel Possibilities 

Chevrolet aims to help people find new roads.  With their latest campaign they are fueling possibilities by rewarding positivity. Chevy partnered with IBM’s Watson, using cognitive computing to analyze social media feeds for positivity and personality.  The brand helps people find new roads by suggesting activities that fit their personality. If the site detects an adventurous spirit it might suggest an exotic vacation. If the site determines a need for closeness it might suggest connecting with old friends or planning a date night.

www.findnewroads.com 

The idea: Using A.I. (via Watson) Chevy uncovers personality insights by assessing social feeds help you find new roads.  

The perspective: Chevy has always been a brand focused on a positive never-give-up attitude. The brand rewards people with a similar spirit.

Utility: Connecting your Twitter or Facebook feed delivers a positivity score and activity recommendations. At gas stations in three cities the positivity score was also used to reward positive people with gas.

Action: Connect a social feed at findnewroads.com and Chevy suggests new activities to pursue.

Emily Hean, Strategist 

[brandility]

Maybelline Audio Makeup: For the Visually Impaired

Maybelline NY launched this project, the first of its kind, which was created for the visually impaired. 2/3 of visually impaired people are women and creating a means for increased independence and self confidence was the goal of the project. 

The site has a series of audio recordings to teach women about various products and skin care and how to use the tools, solely through audio. It is available in Portuguese and English. It also has a high contrast UI and clearly visible buttons that increase the text size for improved legibility.

The Idea: Makeup can and should be accessible to all women.

The Perspective: Providing women with basic technology that can be utilized to improve their lives is as easy as creating a website with improved accessibility.

Utility: Take a brand and make it accessible to more people.

Actions: Listen, learn, use, and share.

Olivia Ono, Designer

[brandility]

easyJet helps travelers find their footing in new cities 

Earlier this year, budget airline easyJet made a foray into a rather unexpected territory: footwear. 

The British carrier created concept sneakers (dubbed #Sneakairs) that use haptic feedback to deliver GPS directions directly to the soles of people’s feet. Tiny Bluetooth-enabled vibration motors pair with Google Maps to translate routes into signals to turn right, left, or around-- so travelers can focus on the sights and sounds of a new place, not their mobile screens. 

While it’s unclear whether the shoes will ever make it to market, #Sneakairs as a project aligns nicely with easyJet’s core value proposition. They deliver an easier way for people to get where they want to go. And in a literal sense the trainers promise, much like the airline’s ultra low-cost business model, to change the way people travel. 

The Idea: Navigating a new place shouldn’t detract from enjoying it. 

The Perspective: Airlines should make travel easier, even on the ground. 

Utility: An intuitive navigation system that doesn’t require you to look at a screen

Actions: Test, travel, explore 

-Emily Chan, Junior Copywriter 

[brandility]

ANZ banks on “An equal future for women”    

Despite growing awareness -- income inequality still persists. Australia’s ANZ Bank launched an initiative to help women level out an uneven financial playing field.

The ANZ Women’s Advice Service offers access to free advice from a specialized financial planner, while a devoted ANZ Women website serves as a resource for issue-based forums, inspirational stories, and educational content -- all from a distinctly female perspective. And to provide a female voice to the income inequality conversation at large, ANZ also released a pair of videos featuring young girls responding to income inequality statistics.  

ANZ’s effort exemplifies a core pillar of brandility: marketing that connects with a target audience by tackling a problem that audience faces. ANZ took advantage of its expertise in the financial arena to provide women with resources to navigate an essentially financial issue. 

The Idea: Banks can play a part in social change 

The Perspective: Providing women with specialized financial guidance is key to combatting financial inequality 

Utility: Brings awareness to issues. Providing strategic resources and education. 

Actions: Connect, Share, Discuss 

-Emily Chan, Junior Copywriter

[brandility]

Sephora’s Pocket Contour

Contouring, a complex makeup application technique most commonly employed by trained makeup artists, is gaining popularity with non-professionals.  Sephora recognized an opportunity to capitalize on the trend and connect non-professionals with the education and products needed to make it easy to do at home.

Teaming up with Map My Beauty, Sephora created a mobile app in which users can upload a selfie and, in return, receive personalized, step-by-step guidance on how to contour using products recommended along the way.  The effort was supported with extensive in-store marketing, how-to videos on YouTube and encouraged sharing user “looks” on social media platforms such as Facebook and Twitter.

The Idea: Non-professionals want to be able to contour at home but it is difficult to do without advanced training in makeup application.

The Perspective: Sephora can educate consumers on how to contour which will empower them to purchase the products and recreate the look at home.

Utility: A mobile experience that analyzes a user's selfie to offer personalized, step by step guidance on how to apply the contouring makeup technique.

Actions:  Upload a selfie, technology analyzes user's face shape, user receives personalized step-by-step instruction on how to contour.

- Rebecca Marshall, Analytics Manager

[brandility]

Pizza Hut innovates inside the box

Breakfast isn't the only meal that lets you play with the box food comes in. Pizza Hut has done quite a lot with their box. They've encouraged competition with Flick Football, made music with the DJ turntable, and even turned the box into a projector so your movie night can be delivered along with the pizza. What is most impressive is how much can be created by changing the design and adding a little tech to the box. Each idea creates an experience centered around the box in your dining room and connects it to the tech you already use. The Flick Football competition asks people to submit a video, the turntable connects to your phone or computer via Bluetooth and the projector uses your smartphone as the source of the projection. They’ve found inspiration between what they bring to your home and what you already use there.  

The idea: Deliver the night's entertainment along with the pizza

The perspective: A cardboard box is a blank canvas

Utility: Play a game, music or movie when you adapt the box

Action: Order pizza and use the box

- Emily Hean, Strategist  

[brandility]

Airbnb's Disaster Response Program

As the Louisiana flood waters subside many people are left with necessary home repairs and unlivable homes. Airbnb created the disaster response program in 2012 after Hurricane Sandy devastated New York and the surrounding areas. 

As Uber already learned, peer-to-peer services that are run via algorithm often raise prices when people are in need because the interface doesn’t understand context but does see an increase in demand. The possibility of customer outrage means brands in this space need to proactively plan for unusual events and define related policies. 

Today Airbnb’s Disaster Response Program is global and has been activated in response to 47 different emergencies, including helping with the relief efforts in Nepal last year. This month it is in effect for the Louisiana area to help people recover from the storm.

The Idea: Airbnb can help connect hosts who want to help with people that need a temporary place to stay.

The Perspective:  Peer-to-Peer infrastructure can be used for more than economic gain.

Utility: People that need a place to stay are matched with hosts willing to help and both deepen the purpose of Airbnb.

Actions: Hosts offer up their homes for free on the platform and all service fees are waived while the Disaster Response Program is in effect. Guests visit the website and see a filtered list of options of free places to stay nearby.

Photo credit: ABC News

Emily Hean, Strategist

[brandility]

SAMSUNG - “Look at Me”

This campaign focuses on how a digital device/mobile app can be used in an unconventional way – to do good.

Samsung worked with Cheil to create an app that integrates with a smart camera to help autistic children improve interaction with others – through facial expression and making eye contact.

Autistic children often have difficulty making eye contact and reading facial expressions.

This app builds upon the knowledge that autistic children tend to like digital devices.

By working with experts in the creation of this app, (doctors, experts, UX designers) it builds upon knowledge to help make eye contact, read facial expressions, and express their emotions.

It is a fun and easy to use app that only requires 15 min a day. After the initial testing, there was marked improvement in the socials skills and interaction of children that were observed.

The idea: Going beyond the traditional consumer to create something priceless The perspective:  By leveraging knowledge about autism and digital devices, creating customized apps can improve the lives of those with autism and their loved ones Breaking conventions: It’s not just about fun and games – even though this app is fun and a game, it has demonstrated it can change lives   Utility:  Growth, education, creating bonds

- Olivia Ono, Designer

[brandility]

Ford adds an iOT ecosystem to their 2017 lineup  

Ford created an app that lets anyone take the Ford experience for a test drive. “FordPass,” which debuted in January, connects Ford owners and non-customers alike to a suite of tools that help behind the wheel, and beyond:

Vehicle controls

Feature: Drivers can find, unlock and start connected cars with their phones. An auto-start function also allows for pre-scheduling drives.  

Utility: easy car sharing, and no more lost key/car quandaries  

Maintenance

Feature: Think health tracker for cars. Drivers can use the app to track gas, mileage, service history, and even car payments.

Utility: one-stop, holistic view for car maintenance

Parking

Feature: GPS-enabled search allows drivers to find and reserve spots in parking garages. An in-app mobile wallet enables remote payment as well.  

Utility: easier, seamless parking experiences  

Guidance

Feature: A chat-based applet gives easy access to immediate technical support, roadside assistance, and appointment scheduling

Utility: on-demand service and direct line of communication with brand

While still early in its development, Fordpass reveals an expanding (and distinguishing) vision for Ford. Beyond wheels and engines, the legacy car brand is moving toward becoming a leading innovation and mobility brand.

For consumers, Ford’s growing ecosystem of connected products is full of interesting possibilities—for how we think about travel, and certainly, for what a car brand can be. 

-Emily Chan, Junior Copywriter

[brandility]

KLM provides exciting alternative to browsing the duty-free store  

Earlier this year, KLM offered a novel solution to a classic travel pain point. The Amsterdam-based airline launched a service that turned long layovers into mini-adventures.

The “Layover With a Local” app enabled passengers with 6+ hour layovers to match and meet-up with Amsterdamers who would show them around the city. The airline covered transport to and from the airport, as well as money for a first round of drinks.  

KLM’s clever program one-upped the standard airline lounge by effectively turning the entire city of Amsterdam into a memorable (and branded) experience.

The Idea: Travel is about connection  

The Perspective: With the right partner, every point in a journey can be inspiring

Utility: Transforms one of the most mundane moments in travel into a unique opportunity to meet people and explore a world capital

Actions: Participate, volunteer, connect, travel 

-Emily Chan, Junior Copywriter

[brandility]

The app for the connected garden: GRO

Scotts Miracle-Gro has had trouble connecting with Millennials. Since many 30 year-olds don't own a home Scotts needs to appeal to renters and urban dwellers. Scotts already developed the MyLawn app that provides a lawn maintenance plan. The new Gro app uses soil sensors from Parrot or irrigation systems by Blossom, making it a smarter but more expensive way to garden. To appeal to a younger audience Scotts features edible plants that can be grown in community gardens and window boxes.

The Idea: Make gardening relevant to a generation that delays homeownership

The Perspective: People who don't have their own green spaces can still enjoy gardening. Edible plants can lead the way to nurturing your green thumb

Utility: Precision intelligence for all types of growing environments from cocktail gardens to lawns

Actions: Download, plant, optimize

- Emily Hean, Strategist 

[brandility]

Samsung’S LANdry – Getting teens to do laundry

Samsung created a laundromat that trades dirty laundry for game time. To encourage teens to help with housework, Samsung gave teens something they wanted. More game time. At the laundromat in Sweden, teens can track their wash with a Galaxy S7 phone connected to the AddWash machine while they play online games. This gives them a connected experience that makes chores a lot more fun. The only catch, game time ends if you run out of dirty laundry.

The Idea: Teens don't help with housework, they should.

The Perspective: Connected tech can motivate even the toughest audience. You can motivate teens to help if you make chores power the things they want to do.

Utility: Connected devices that create gaming credit for dirty laundry.

Actions: Experience connected products and get the laundry done.

- Emily Hean, Strategist

[brandility]

Reebok - Be More Human

http://fitness.reebok.com/be-more-human

In January 2015, Reebok launched its biggest brand campaign in a decade.  “Be More Human” brings the 3 sides of the brand’s evolved logo to life - building beyond the physical to include the mental and social benefits of the an aggressive pursuit of fitness.   More than an anthemic campaign, “Be More Human” is a platform for content, information, tools and activities.  

Most recently, the brand even came to the rescue of stranded Delta travelers, sending trainers to the airport to deliver stress-relieving workouts, water bottles and more. 

Reebok revisited the theme with an online video & TV spot “#PerfectNever” that featured Ronda Rousey.  The video was extended with a magazine-style article delivered by Reebok’s newsroom that drove even further into related content around expectations of perfection female athletes face online. 

Reebok’s formula to Be More Human includes:

The idea: Fitness is more than getting stronger or faster

The perspective:  Pushing yourself and you don’t just transform your body, you transform your life

Breaking conventions: Reebok may be remixing existing conventions, but the combination may help them stand out from Nike & Adidas after years of playing follow the leader.

Utility:  Inspiration, education, community

Actions: Watch, read, work out, buy

- David Lewis, VP Strategic Services

[brandility]

L'Oréal's “Beaumoji” - Building an “Authentic Beauty” Visual Conversation

Read more on AdWeek

L'Oréal launched an emoji app called Beaumoji that kicks off with 130 emojis that are up with the current beauty trends.  In addition to contributing to the way people talk about beauty and interact through visual chat (emojis and the like), the brand is launching a contest to solicit additions to the collection.

Down the road, the company is considering other uses for the evolving collection, from shopping to tutorials.  

As the popularity of emoji, bitmoji and gif sites and mobile keyboards attests, this goes beyond simply leveraging a popular platform for branding to truly deliver something people want and use regularly.  Not only does it fit existing behavior, but adds variety, expression and updated trends to the somewhat generic emoji collection.

The idea: Beauty conversations are visual

The perspective: The current visual language hasn’t kept up with trends

Utility: Emoji that fits how people want to talk about beauty

Actions: Daily use of a branded visual language

- David Lewis, VP Strategic Services

[brandility]

MERCEDES BENZ – BUILD YOUR OWN GLA WITH INSTAGRAM

https://youtu.be/B3UW5AXwWUQ

Sometimes utility is simply providing an expected tool in an unexpected place. Build Your Own is a staple of automotive sites, but shoppers usually have to visit the manufacturer’s site to use these tools.  Mercedes went to where their millennial buyer was spending their time, letting them customize a 2015 GLA without leaving Instagram.  

This approach:

Reaches the audience where they are

Spins the idea of a familiar Build Your Own web tool making it fresh, innovative, and social

Tells a visual story in a visual medium that users can share and be their own brand ambassadors.

- Olivia Ono, Designer