The presentation looks closely at contemporary branding, how brands need to become fluent in the language of the five senses and how multi-sensory branding is becoming a new frontier for major brands with emotional leadership. It also includes a number of examples taken from the automotive sector.

1. Branding
& The Senses
in the automotive
industry
Brand Experience in The Conversation Age
Madrid, March 8, 2012
Pascal Beucler
SVP & Chief Strategy Officer
MSLGROUP
Part of Publicis Groupe

2. TODAY’s SCENARIO
> TOO MUCH OF A CHOICE
> EVERYTHING LOOKS ALIKE
> QUALITY IS COMPARABLE
> OPTIONS APPEAR THE SAME
> “VIRTUAL BUYING” IS HIGH

3. BRANDING PLAYS A KEY-ROLE WHEN IT
COMES TO CHOOSING

4. and BRANDING REALLY MAKES A
DIFFERENCE, WHEN PRODUCTS TEND TO
LOOK ALIKE!

5. > BRANDING is GLOBAL
> BRANDING BREAKS THE RULES
> BRANDING bridges FORM&FUNCTION
> BRANDING is about IDEAS
> BRANDING creates CONNECTIONS
BRANDING NEEDS TO BE FLUENT in the
LANGUAGE
of the 5 SENSES

6. BRANDING is GLOBAL

7. > Branding is global, globalization SHAPE
needs branding. GRAPHICS
TEXTURE
> Fiat, BMW, Mercedes, Audi, COLOUR
Citroën and other worldclass
SPACE
brands make their strategy
visible through global design. MOVEMENT
SIMPLICITY
> In an expanding worldwide CONSISTENCY
market, brands need to CLARITY
express themselves at all HARMONY
sensorial touchpoints with
UNITY
consumers

8. BRANDING CAN HELP BREAK THE RULES

9. YOU DRIVE a
YOU BUY a CAR,
BRAND

10. BRANDING bridges FORM & FUNCTION

11. «The function, what a nice form!»
Achille Castiglioni

12. BRANDING is about IDEAS

13. «It all must start with an inspired idea»
Raymond Loewy

14. BRANDING creates CONNECTIONS

15. «If you see something that you feel is familiar, it gives you
an important kind of emotional connection»
Marc Newson

16. «Design is the mirror of our lifestyle»
Philippe Starck

17. WHY BRANDING &THE SENSES?

18. Because what we call brand experience
is, first of all, an emotional experience
IT’S NOT JUST WHAT THE BRAND SAYS THAT
COUNTS, IT’S HOW I FEEL ABOUT IT
We want to feel again!

19. Creative BRANDING & DESIGN
helps brands develop
EMOTIONAL CONNECTIONS
See
Smell
Making SENSE
through the SENSES
Hear FEEL
Touch
Taste

20. Multi-sensory perception in all places
on the web
in store (look&feel,
in the identity (ambiance, words, virtual sensations)
(logo, sound) sound, architecture)
Multi-sensory branding
in the street in society
(stimulation, (partnership,
CSR, ethics)
creating events)

21. THE 5 SENSES

22. 1 BRAND, 5 SENSES
Renault and the «Hypersensoriel» experience
Activities for consumers inside L’Atelier + new marketing initiatives including the 5 senses
in the strategic development of the brand.

23. SEE!

24. COLOURS

25. COLOURS
FERRARI
ABARTH MERCEDES

26. COLOURS
FERRARI
MERCEDES
ABARTH

27. SHAPES
ALFA ROMEO’s peculiar shield
DODGE’s radiator grill

28. BRAND IDENTITY

29. COMMUNICATION FORMAT

30. ASTONISHING IDEAS

31. SMELL!

32. FEELING FINE
Lexus ScentAir
Hendrick Lexus’ showroom (USA) uses the ScentAir Technology to diffuse seducing fragrances:
Vanilla Grapefruit at the main entrance, Green Tea and Lemongrass in the rest of the space,
to create a stimulating environment and enhance the car buying experience

33. Citroën offers a scent-diffuser in the ventilation system of C4, with a range of nine different scents
Citroën launches the C3 Buddha Bar, including a special “AROMA RELAX kit” with 5 different fragrances

34. Technology which allows promo-cars to spread around aromas and perfumes
Rolls Royce Peony: a Rolls with its own peculiar scent.

35. GOOD OLD DEALER’S TRICKS…
Real “new car scent” used by the dealers: an idea which enhance the buying experience
by spreading a good smell inside used vehicles.

36. HEAR!

37. SOUND IDENTIFIES BRANDS
Got it?

38. Yes!

39. SO… WHY NOT CARS?
WHAT SHOULD THEY SOUND LIKE?

40. TOUCH!

41. The hand is the major tactile perceptive organ
The tactile sensitivity is maximum on the palm face area
Working on shapes, materials, texture is the key for creating
a seducing CONTACT EXPERIENCE with the object

42. Lancia and Poltrona Frau
Together for a better and more comfortable driving experience

43. Concept car by Citroen: C-Airplay
«An atmosphere that serves the senses»

44. Sensotact ® - the first tactile reference frame
> Sensotact® is the first tactile reference frame on the market
> Created by Renault and marketed by Quinte&sens, a French sensory marketing
agency, this innovation has been welcomed by industrials
> Sensotact® is suitable to analyse tactile perceptions and to classify them
> Sensotact® is a suitcase composed of 10 descriptors and 50 references that
interact throughout the conception process of the product
> Sensotact® is available for cosmetics, avionics, sports, toys, packaging

45. PROMO MATERIALS
Opel GT brochure with a cover which simulates the seat material/stitching

46. TASTE!

47. Mercedes A Class «Chocolate Edition»
Special partnership with the chocolate atelier «Venchi» (Turin): colours and settings
speak the language of tasting to seduce the driver/consumer/experiencer

48. BMW & Starbucks
Sirena, an Espresso machine designed by BMW Design Works for Starbucks stores.
«At least, caffeine will make you drive faster»

49. When taste simply comes out from the name!

50. Mirafiori Motorvillage
Not only a showroom, but an innovative place where customers can take a look at their
favourite cars while drinking, eating and chatting at the bar

51. FIND the 6th SENSE ON THE WEB

52. PLAY
Interactivity between real world and the web:
the tool to INVOLVE and make consumers FEEL

53. CONCLUSION

54. Through multi-sensory branding,
from the brand as object to the BRAND as SUBJECT
brand as
brand as object subject
= =
brand as product brand as
lifestyle
The brand is an exterior object The brand is an ambient
that imposes itself subject which envelops us

55. MULTI-SENSORY BRANDING
a new frontier for major brands
Product Brand Multi-sensory
Innovation Communications
design
Technological Intellectual Emotional
Leadership Leadership Leadership
= = =
Brand as a Brand as a Brand as an
Reassurance Belief Experience

56. MULTI-SENSORY BRANDING
the opportunity of new techniques
Olfactory Marketing Sound Marketing
(new fragrances to discover) (ambiance, familiarity and downloading)
Visual effects equipment Tactile materials
(luminescent, translucent, lens-based, (soft touch, unwoven, sleeve, laminated, surlyn…)
dichroic, thermo-chromatic…)
From disembodied senses to the embodiment of sense

57. Thank you!