Australian insurer, National Roads and Motorists’ Association (NRMA), is refunding customers that spend money to protect their homes from disaster by using claims data to identify homes at risk of flooding, storm damage and other disasters.
It invited people to download Safety Hub, a custom-built app, and rewarded them for carrying out home maintenance tasks that reduced the risk of catastrophic damage.
The app combined geographical data with risk profiles to tell people about personalized tasks that they could complete to lower the risk of damage to their homes.
Each time a task was completed, money was paid straight into the customer’s bank account. If the task required the services of a professional, NRMA would pay for that, too.
By giving customers authority over the safety of their home and rewarding them for completing checks, NRMA can not only reduce how much it must pay, it creates transparency. And giving people partial control over their safety can work to empower those in high-risk communities where they are more likely to suffer disasters.
NRMA has the chance to create a new standard in insurance with this new initiative. While it saves the company money, it also demonstrates its commitment to its customers, to help them avoid disasters.
This is a good example of how a company leveraged its first-party data with geographical data to create a predictive model and help incentivize customers to avoid costly disasters.
In the Philippines, where almost one third of children under five are malnourished, the Cadbury has created a chocolate bar without milk, the Generosity Bar, and is donating the glass and a half to children in need.
The Generosity Bar launched at a pop-up store in a popular Manila mall and for every candy bar purchased, Cadbury redirects the forgone milk to malnourished children through its partnership with NGO Reach Out Feed Philippines.
So far 200,000 glasses of milk have been donated to Filipino children.
Other chocolate brands might struggle to form a meaningful partnership with a malnutrition charity, but Cadbury found a way to make this initiative feel natural and relevant. Rather than use its packaging and platform to just draw attention to the Philippines’ child malnutrition problem or encouraging consumers to make donations, Cadbury enabled its customers to donate simply by buying the product: a win-win for Cadbury, the children and the consumers.
Why it’s hot:
CSR has become a hot topic in the advertising world, but doing it right isn’t always easy as many times brands sometimes lack the ability to put others first. This is a great example of a brand wholly dedicating itself to a cause and providing an easy way for its customers to participate and give back by doing something they already do, eat chocolate.
Last year, the Kellogg cereal brand teamed up with the National Federation of the Blind to create specialized “Love Notes” with phrases like “You’ve Got This” to “Love You Lots” written in braille for parents to share with children who are blind. Now Rice Krispies is continuing its mission with a new kind of love note, one designed with children living with autism or on the autism spectrum.
Since not every child communicates love through words, the cereal company partnered with Autism Speaks to create touch-and-feel sensory “Love Notes” so children can actually feel love and support as they transition back to school. The four “lightly reusable” stickers come in a range of supposedly calming colors and different textures, including fleece, faux fur, satin, and velour for sensory-focused kids to feel the love through a tactile experience.
Why it’s hot: Kellogg’s expansion of its “Love Notes” write-able wrappers demonstrates the brand’s commitment to all parents – providing an otherwise under served audience (parents with children with autism and children who are blind) – helping them provide their children with love and support anywhere they are. They found a simple way to make love notes meaningful to any child.
Uber Wants to Sell You Train Tickets. And Be Your Bus Service, Too.
The ride-hailing company, craving growth, is looking to public transit for riders and revenue. Cities aren’t sure whether to welcome it.
In an April NYTimes article, Uber wanted people to view its ride-sharing business as the foundation for a larger “platform” spanning multiple transportation industries.
And now, Uber is no longer just talking the talk. The company is partnering with municipalities around the world to tap its network of drivers to provide rides in areas that do not have reliable bus routes, provide access to mass transit tickets within the app and transport people with disabilities. Cities will often subsidize the rides so that passengers pay what amounts to a bus fare rather than a typical Uber fee.
Why it’s hot: Uber has said it wants to be the Amazon of its vertical and that cars are to Uber as books were to the retail giant. With this new initiative, it continues its evolution from a ride platform to a partner for cities in dire need of ramping up their public transportation systems, while at the same time continuing its Amazonian goal that initially started with UberEats.
72% of Germans travel abroad for their holidays. With that knowledge, German Rail set out to encourage Germans to vacation in their home country by focusing on price and picturesque German locations that mirror famous foreign tourist destinations.
German Rail targeted travel enthusiasts interested in specific destinations on Instagram and Facebook. Then, through geo-tagging technology and Google Search, the audience was served video ads updated with real-time prices, comparing two gorgeous locations (one in Germany and one abroad), detailing the cost of travel from their closest airport to the foreign country and carbon emissions created by travel.
Why it’s hot:
Brands talk about using data all the time but we don’t always see it done in a smart, multi-dimensional way. German Rail successfully tapped into the insight that the record of the holiday (on Instagram & Facebook) is just important as the holiday itself and leveraged real-time user data to influence behavior of the German traveler.
Pampers has announced a new product called , a “connected care system” to monitor your baby. The package includes a special “smart” diaper, which tracks your baby’s pee and sleep patterns, a mobile app, and Logitech video monitor. The one thing it doesn’t track? Poop.
Pricing has yet to be announced, but as a disposable product, they’re likely to become expensive. The bigger question is why, especially since this tracker tracks everything except your child’s poop patterns. This is a bigger trend in the diaper and baby industry overall. Getting “smart” keeps companies and products relevant and as people are starting families later and having fewer babies, Pampers, and other big diaper brands (Huggies) are trying to maintain their bottom lines.
Why it’s hot:
In addition to the “smart” revolution in which we’re currently in the midst, these types of innovations and new utilities don’t always come naturally to every brand. It’s interesting to see how the diaper industry is trying to find its way. We’re also seeing this challenge on Enfamil, which is trying to partner with companies to show their commitment to both babies and moms — while not every baby needs this type of monitoring, it could be an interesting partnership opportunity for the brand.
A new project from Google’s in-house incubator, Area 120, aims to help people find things to do and others who share your same interests. Through a new app called Shoelace, users can browse through a set of hand-picked activities, or add their own to a map. For example, someone who wanted to connect with fellow dog owners could start an activity for a doggie playdate at the park, then start a group chat to coordinate the details and make new friends.
The end result feels a bit like a mashup of Facebook Events with a WhatsApp group chat, perhaps. But it’s wrapped in a clean, modern design that appeals more to the millennial or Gen Z user.
Why it’s hot:
If Shoelace is successful at bringing like-minded and like-interested people together, the functionality could be used by clients, like Enfamil, that are trying to inspire real-world and real-life connections between moms, in an authentic and less brand-centric way.
Amazon is rolling out StyleSnap, its AI-enabled shopping feature that helps you shop from a photograph or snapshot. Consumers upload images to the Amazon app and it considers factors like brand, price and reviews to recommend similar items.
Amazon has been able to leverage data from brands sold on its site to develop products that are good enough or close enough to the originals, usually at lower price points, and thereby gain an edge, but its still only a destination for basics like T-shirts and socks. With StyleSnap, Amazon is hoping to further crack the online retailing sector with this new offering.
Why It’s Hot
Snapping and sharing is already part of retail culture, and now Amazon is creating a simple and seamless way of adding the shop and purchase to this ubiquitous habit. The combination of AI and user reviews in its algorithm could change the way we shop when recommendations aren’t only based on the look of an item, but also on how customers experience it.