Big brands move the boundaries
Great brands are great because they always take us by surprise. Thinking out of the box is what characterizes all great brands. The constant search for innovation produces breathtaking results that change what we think is possible.
Use of the latest technology in combination with amazing ideas results in products that the entire world is talking about. We live at an exciting time in which new technological breakthroughs are a common thing. The fast pace at which these discoveries take place leaves a lot of room for the creatives to market them in a pioneering way.
The innovation happens when creativity and science meet, and over the last couple of years, the number of major brands that are utilize cutting-edge technology with the purpose of doing something unique is growing. There is no better way to advertise a brand than to do something truly remarkable. If you succeed your actions will be remembered forever. Here are some of the most extraordinary things major brands have done.
Audi’s racetracks in Virtual Reality
Virtual Reality has been around for a while now, but it is a developing technology that still has to find its true purpose. Undeniably, VR offers a lot of fun to its users, but until now very few companies have found a good way to incorporate it into their marketing campaigns or to associate it with any of their products.
Audi has decided to change that. They reached out to an inner child in each of us, the child that likes to play. As a part of the promotion of their upcoming Audi Q5 model, they created the ‘Sandbox 2.0’ in collaboration with the POL creative agency. It is a Virtual Reality simulation in which users can create their own racetracks and test the performance of Audi’s new car model. Tommy Jensen, the company’s marketing manager said:
‘The Sandbox 2.0 is a state-of-the-art toy for kids and adults. It provides a platform to rekindle the joys of driving and demonstrates the assets of the Q5 and the Quattro technology in a playful and accessible way. For the Audi brand, this is a new way to demonstrate our products.‘
This may be a turning point in the way the new car models are presented to the market. You can watch the video at this link.
Nike’s 2-hour marathon
Nike has been known for their innovative approach and campaigns that move the boundaries of what’s possible. In December 2016, the company announced they intend on breaking the 2-hour marathon barrier, one of the biggest challenges in the world of running.
They have assembled a team of the world’s leading experts that consists of designers, engineers, physiologists, nutritionists, physiologists, biomechanists and material developers that should help Eluid Kipchoge, Lelisa Desisa and Zersenay Tadese to overcome the greatest challenge in running. Their goal is to run 26.2 miles in 1:59:59 or less. The world record is 2:02:57, which means they need to be three minutes faster than the previous marathon world champion.
Campaigns like these are truly an excellent advertising move that shows the true spirit of one of the world’s greatest sport shoe manufacturers. You can read more about this remarkable project here.
Apple Park
Apple has changed the world with its products, but also with their unique approach to advertising. More than 30 years after the historic launch of the first Macintosh computer in 1984, the company is making Steve Jobs’ dream come true.
Based on Steve’s dream, the Apple park is a place for creativity and collaboration. Located in Santa Clara valley the park has 175-acres and it will be a home for more than 12.000 people. The main building on campus has 2.8 million square feet of working space and it will probably be one of the architectural wonders of the modern world.
The Apple park is going to open in April 2017. This is probably one of the largest marketing moves, that will become the dream of any tech nerd on the planet. You can read more about this amazing project here.
Airbnb’s and Disney’s Live There
‘Live There’ is an oldie but goldie of this list. It is one of the pioneering examples of how to use Facebook’s live stream effectively for promotional purposes. Airbnb a famous flat rental platform for travelers across the world streamed live on Facebook, dream homes from the world resembling the world of Jungle Book, during the premiere of the star-studded animation film. Jonathan Mildenhall company’s CMO said:
‘Our partnership with Disney captivates the deep connection between both brands. This flagship film marks the perfect beginning of an exciting partnership. There is no better way to live the epic adventure in The Jungle Book than a magical treehouse experience on Airbnb. This film leans directly into this creative insight.’
Projects like this, bring innovation by using the latest technology in combination with great ideas. You can watch Airbnb’s ‘Live There’ ‘The Jungle Book video at the following link.
Ikea’s ‘The Growroom’
With all the talk about climate change, ecological awareness has become more important than ever. Ikea has come up with an amazing idea that allows people to grow their own organic food in their homes with a Do-It-Yourself-Garden that can feed quite a few people. The designers of the amazing ‘The Growroom’ issued the following statement.
‘Standing tall as a spherical garden, it empowers people to grow their own food much more locally in a beautiful and sustainable way.’
The structure is approximately nine feet tall and has more than enough space inside to sit and admire the crops. This amazing piece of living furniture shows how technology and nature go hand in hand while keeping in mind that empowering local communities that want to be self-sustainable is quite important in the modern world. The whole project is open source and the instructions for assembling ‘The Growroom’ can be downloaded for free at this link.