Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.
The WARC Innovation Casebook 2017 analyses the key themes and summarises the winning case studies from the recent WARC Innovation Awards, and presents the views and opinions of the 25 judges.
The Grand Prix winner – Toyota’s LandCruiser Emergency Network – was seen as an innovation that met with most judges’ definitions of what innovation is and was by far their favourite case study.
This saw the brand transforming its LandCruiser vehicles into roaming communication hotspots by installing signal-providing devices in them in order to bring emergency communications to Australia’s 5.3 million square km of no-signal areas.
“This shows people that they can have a much bigger impact because they own a specific vehicle,” noted Hugo Pinto, Innovation Services Leader EMEA. “It blurs the boundaries between personal and professional,” he added. “This will be the next stage of gig economy.”
Bron en volledig bericht: Warc