Along with many people in marketing, I’m a huge fan of the idea of brand utility. The concept is great, but there are woefully few implementations beyond Nike+ and Wattson.
So I’m happy to help spread the news that there’s at least one more great example to add to the list, as my colleagues here at AKQA London have just helped launch Fiat ecoDrive.
The premise of ecoDrive is that we could all save fuel by making simple changes to our driving techniques, cutting CO2 emissions and saving ourselves money. However most people aren’t aware that it’s possible or where to start.
ecoDrive shows you how, starting by collecting information on your driving that can transferred to your computer via USB.
The ecoDrive application then analyzes your driving technique and gives you an ecoIndex score, as well as pointing out specific areas for improvement and tutorials to help you improve. Challenges and community features extend the experience even further.
ecoDrive is a great example on how you can combine cause marketing and brand utility to create something that’s both useful to people and good for the planet.
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cause marketing, customer experience, differentiation, green, innovation, marketing, trend, utility, value
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