There are many realities where communication plays a decisive role, both in terms of design and expression in language.
One of the most competitive is certainly the automotive sector, where the style of the cars and their commercial presentation require substantial investments to create an advantage over competitors.
The brand experience of each brand must therefore be cultivated with effective and artistically distinctive marketing strategies.
Here are some examples of strategies that have helped enhance brands to make them unique in the automotive market.
To celebrate its 70th anniversary, Porsche has given its employees a Brand Book dedicated to the history of the brand.
The graphic style of the book recalls the design of the German brand’s cars and expresses the idea of the strong contrast between tradition and innovation that distinguishes Porsche from other brands.
BMW has decided to publish the annual report focusing heavily on e-mobility, autonomous driving and on-board digitalization to which the brand is increasingly striving. The result is a futuristic digital magazine that tells the stories of employees and how they develop cutting-edge ideas for the future of the brand.
The UX (User Experience) of the reader is thus enriched by interactive media contents to return an effect of value and quality, even if the document mainly refers to numerical figures and quantitative results.
Another key element of communication is the “commercial” (the leading exponent of the advertising campaign) which must arouse in the target audience the need to experience the emotions that the video transmits externally.
A winning case is the Mercedes Benz X class commercial, called “First of a New Kind” which, with 4K resolution technology, immerses the viewer in situations with a high content of excitement, including shooting from action, crime and sports films, to give the right amount of thrills that a potential Mercedes customer looks for in the product.