'Driving Brand Advocacy with Technology' at Mumbrella Automotive Marketing Summit 2022

1. Driving Brand
Advocacy with
Technology
September 21, 2022

2. . .
80% of car shoppers are now
open to an online vehicle
purchase.
50% increase from pre-COVID numbers.
https://www.businesswire.com/news/home/20210311005113/en/New-Independent-Study-Finds-Majority-of-Car-Shoppers-Open-to-P
urchasing-Online

3. . .
Brand loyalty ranges from 60%
to 10% across brands.
‘If a vehicle owner is loyal to a specific brand, it’s
becoming more difficult for another brand to woo them
away when it’s time to buy a new vehicle.”
https://www.jdpower.com/business/press-releases/2020-us-automotive-brand-loyalty-study

4. Our own
purchasing
behavior
Loyalty Advocacy
What we say
to others when
asked
Evangelism
What we say
to others
proactively
Consistently deliver beyond baseline expectations over time

5. . .
“All emotional interactions
were temporary and mostly
lasted no more than three
days.”
The analysis of dynamic emotional contagion in online brand community.
Sep 2022
https://www.frontiersin.org/articles/10.3389/fpsyg.2022.946666/full

6. Give them the
best seat in the
house
Media Consumers
Immerse them
at every
opportunity
Dealers
Give them the
tools to close the
loop
Empower through information on demand

7. MEDIA
INFINITI have partnered with Curiious on a
multi-event journey, virtually delivering
their most awaited automotive reveals.
Starting in September 2020, a progressive
new approach to unveiling the motor
company's latest models has resulted in
unprecedented improvement in OaO
among media and consumer audiences,
as well as a cutting-edge, immersive
launch experience for every audience.
. .
Play INFINITI Virtual Events Video
CASE STUDY

8. CONSUMER
Curiious developed an immersive
brand experience designed to drive
brand engagement and
demonstrate product features
among visitors to the INFINITI stand.
Additionally, we published the work
on Steam VR where it has been
downloaded and viewed by nearly
19,000 discrete users. With an
average of over 10 views per user,
each person has spent more than 1
hour uninterrupted time with the
brand. That’s 190,000 minutes of
uninterrupted brand engagement!
Play VR case study
. .
CASE STUDY

9. DEALER/SALES TEAM
In January 2021, Curiious delivered
the Johnson and Johnson
MedTech Annual Sales Team
Meeting for more than 750
delegates. Utilising Curiious’
platform to merge live broadcast,
pre-recorded video content and a
vast resource centre, users were
provided with a true mixed-reality
experience. The audience of 750
users completed over 15,000
explorations of self guided learning
in addition to attending a selection
of more than 130 scheduled
sessions.
>10k
>15k
>10min
89.17%
72.33%
79.87%
. .
Click here to view J&J Case Study Video
CASE STUDY
Sessions exploring the digital
world, over 4 days, in addition
to the scheduled sessions
Self guided learning sessions
over 4 days, in addition to the
scheduled sessions
Average session time,
growing to 20m in the weeks
following the event
Responded positively to
the ease of navigation
Users felt the virtual format
met or exceeded their
expectations
Responded positively to the
interaction with colleagues
during and between sessions

10. Bespoke Virtual Event Environment Design

11. Session Post
BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

12. Active Media Gallery
BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

13. Launch Video/CEO Message
BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

14. 3D Product Turntable
Image Gallery
Active Media Gallery
BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

15. BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

16. BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

17. Overview
Active Media Galleries
Launch Video/CEO Message
Session Post 3D Car Turntable
BESPOKE
VIRTUAL
EVENT
ENVIRONMENT
DESIGN

18. . .
The chasm between brands who
embrace new technology and
those who don't, is going to widen
rapidly.

19. . .
https://www.accenture.com/_acnmedia/PDF-153/Accenture-Make-The-Leap-Take-The-Lead-Report.pdf

20. . .
Technology Leaders—the top 10% of the sample—
are now growing at 5x the rate of Laggards—the
bottom 25% of the sample—on average in the past
three years.
Among the Others—the remaining 65% of
companies—there is a group of organisations that
has been able to break previous performance
barriers. These “Leapfroggers” are growing 4x
faster than Laggards.
https://www.accenture.com/_acnmedia/PDF-153/Accenture-Make-The-Leap-Take-The-Lead-Report.pdf

21. . .
1. “They replatform -move to and innovate in the
cloud.”
2. “They reframe - an innovation-led strategy.
Prioritising progress and collaborating with
ecosystem partners and startups.”
3. “They extend their reach -expand access to
technology across functions, and widening
business priorities.”
https://www.accenture.com/_acnmedia/PDF-153/Accenture-Make-The-Leap-Take-The-Lead-Report.pdf

22. Thank you.
. .
Michelle Schuberg l CEO
P +61 2 9439 0122
M +61 (0) 408 408 376
E. michelle.s@curiious.com
curious.com