Google launched a project last year aimed at partnering with advertisers to reimagine how brands would tell stories in this connected world. That is, what would the new advertising be like. He set out to reinvent the best-known advertising campaigns using new technologies. Thus, the new project Art, Copy and Code, was born for this purpose, and the first result of all the work is Volkswagen Smileage, an application capable of measuring the "smileage" of a car trip, be it Volkswagen or any other brand.
Other well-known brands such as Adidas are also going to participate in the program, although for now, the car brand is the first to launch its app, with the help of Google developers and Volkswagen's creative teams and agencies. They have focused on bringing last year's campaign back to life, in which they relied on the slogan «It's not the miles, it's how you live them», which comes to say something like "The kilometers do not matter, it matters how you live them." Thus, they have created an application that is capable of measuring the «smileage», which determines how fun a trip can be based on variables such as time, traffic, place, social interactions, etc. And an example is given, where a long drive on a sunny Saturday afternoon can have more "smileage" than a trip on a cloudy morning in a snowy area.
In any case, what stands out is that they have included functions that turn a normal, classic campaign into something much more modern. For instance, Volkswagen Smileage allows us to share our trip with our Google+ contacts, publishing photos or videos that we have taken ourselves or any of our companions, adding these automatically to an interactive map where you can follow your own trip. The application will soon be available in its Beta version and we can now request access to be the first to test it through the website created for that purpose.
Request Beta Access by Volkswagen Smileage from Art, Copy and Code.
What is Art, Copy & Code and why it redefines creativity
Art, Copy & Code is a series of projects and experiments where creativity and technology work hand in hand. It includes collaborations with iconic brands such as Volkswagen, Burberry y adidas, and also with filmmakers, creative directors and technologists to explore how to connect brands and people through ads, mobile apps, and social experiencesThe premise is clear: the art and text duo now adds the component bar code.
From this approach, four lines of work emerge that have guided the most inspiring tests: reimagine known media such as QR codes with fresh ideas; useful marketing that creates tools and not just ads; audiences of one through real-time personalization; and collaborative narratives in which the public co-creates with the brand.
How Volkswagen Smileage works
Volkswagen Smileage is a social driving experience Available for any car, not just Volkswagen. It measures the fun factor of each journey using a metric called “smiley”, calculated from signals such as meteorology, traffic, location, time of day e Social interactionsThe result: daily commutes and long journeys become shareable stories.
With Google account login (integration that was originally based on Google+), it is possible Share photos and videos or create photo compositions with PhotoGrid taken by the driver and passengers, which are automatically added to a live interactive mapThis makes it easy for friends and family to follow the route, comment, and participate in real time.
The app also incorporates a layer of Gamification: when you meet other Smileage users they are unlocked stickers like “Punch,” or special badges like “Twinsies” if you pass by a Volkswagen just like yours. This mechanism encourages interaction between drivers and adds playful motivation to the journey.
The inspiration behind the service stems from an everyday reality: millions of people spend a significant portion of their day in their cars, often alone. Smileage seeks to turn that time into something more social and memorable, providing context, company and memories that you can touch up with the best photo editors for Android.
Implications for marketing: data, personalization, and value
Beyond the app, Art, Copy & Code demonstrates how real time data allow for relevant messages. Google and Volkswagen are exploring the use of segmentation and programmatic buying to impact the right person at the right time, ensuring that the message is as powerful as the technology that delivers it.
Launch strategies combine one-to-one activations (events, dealerships, demonstrations) with subsequent phases of paid advertisingFor brand owners, Smileage reinforces the customer; for those who drive other brands, it acts as tool of conquest keeping Volkswagen top of mind through useful experiences.
Collaborative creativity: examples that broaden the horizon
Within the framework of the program, initiatives such as Talking Shoe by adidas showed how to unite it offline and online: an everyday object enriched with technology that shares social updates and fosters a new relationship with the brand. The message is powerful: Innovation does not always require creating something new; sometimes it's enough to ingeniously join existing parts together to deliver real utility.
With this approach, Art, Copy & Code underlines that technology creates new forms of experience, but does not replace the emotional stories nor the human understanding that makes a brand truly connect. Volkswagen Smileage is a clear example of how advertising can add tangible value to daily life without giving up creativity.
