put some smarts in your car.
We decided early on that if this product makes your car "smarter" then the way we treated our advertising should be "smarter". We planned out messaging strategies to make each touchpoint extremely relevant. We used certain digital channels in ways that aligned with the core value propositions of the product (connectivity, intelligence, safety).
We created a responsive site that told a linear story. We kept the visual style simple, but added in features that acted in a smarter way:
A dynamic marquee that nodded to your entry point, whether it be search, a banner, social, or anything else; and if you were a return visitor or a current customer.
A smarter search that didn't provide links but definitions of the queries in it's pushdown area.
A chat feature mimicking the functionality of the visor where you could talk to a real person for help or if you had any questions.
A live interactive demo of the app with hum in an actual car.
We worked with our media company to create our own messaging, targeting and remarketing strategy. Every ad would be relevant to the person and contextual to the site. We told a story through remarketing with sequential messaging and visuals so a person got the full story.
Every custom unit was designed to fit the page and context it was living in so it would be relevant to the viewer. We treated every custom unit as an awareness tactic with remarketing handling the education.
hum is a product defined by its features. We sought to showcase each feature in out of home, with each execution reflecting a smarter approach.
The below demonstrates our vehicle location feature. Our OOH ad featured die-cast model cars on the actual ad, each tagged with GPS tracking. The majority of the cars were easily detachable for anyone looking to steal one.
The URL on the ad would lead to a mobile site where you can flip through the different features leading with vehicle location. And to demonstrate that feature, we would show where the stolen cars currently were.
For our vehicle location feature, we used a billboard and a giant pin over a car in an actual parking lot. Then added the aerial view of the parking lot to the billboard to mimic the feature.
To highlight the roadside assistance feature, we put a crashed car on the side of the road with the hum pin on top, right next to our billboard touting the feature.