PPB January 2019

and strictly sends data about health-related information that is free of the users’ names, phone numbers and email addresses.) Thus far, the initiative has increased engagement with Clorox ads by 22 percent. For Teladoc users, Kinsa is also in partnership with the tele-medicine company, allowing for the voluntary exchange of information between both applications. Marketplace disrupter Amazon has also hopped on the cold and flu bandwagon. The company recently submitted a patent application about using its Echo device to detect coughing, sniffing and sneezing, and to offer products accordingly, like tissues, chicken soup or tea. The push into the health market by Kinsa represents forward movement for related companies, as there has been a lag in addressing cold and flu matters in the marketing sphere. In this initiative specifically, companies are exploring creative ways to market their products, focusing acutely on consumer needs and positioning their products as solutions to common problems, rather than commodities. AD-ITIVES Animation, Hollywood and Driverless Cars Audi advertises driverless car concept in 3D animation movie. Audi turned to Hollywood to promote its concept of self-driving cars. The German car manufacturer and member of the Volkswagen Group signed a deal with Twentieth Century Fox to feature a virtual version of its latest concept car–-yes, just a concept—in the 3D-animated action movie, Spies in Disguise , to be released in September 2019. The movie, whose cast includes Tom Holland, Will Smith, Rashida Jones and DJ Khaled, is based on the 2009 short film, Pigeon: Impossible , which depicts an inquisitive pigeon who finds itself stuck inside of a spy's multi-million-dollar atomic briefcase. Spies in Disguise expands on this story when Lance (played by Smith), a spy, and Walter (played by Holland), an inventor, are tasked with saving the world. The car, which is referred to as RSQ e-tron, features the usual futuristic amenities, including a hologram speedometer, self-driving option and artificial intelligence. The movie’s first trailer, released November 1, 2018, featured the fastmoving RSQ e-tron picking up Lance in a parking garage. Through this project, Audi–-which worked with animation studio Blue Sky Studios—is positioning itself on the cutting edge of self-driving technology, letting consumers know that new products are underway. Audi also made sure not to make the same mistake as General Motors, who received backlash from overplaying Cadillac’s hands-free driving technology in July 2016. The commercial was intended to highlight the Drive Pilot, an optional driver-assistant feature that could be used in certain settings but was not considered fully autonomous. To avoid any possibility of misperception, Audi chose to showcase its new concept car in an animated world. But it’s still somewhat of a tough sell, as consumers have not yet overcome their hesitations about whether self-driving cars are practical. Gallup, a research-based, international performance- management consulting company, conducted a poll of 1,503 people concerning their perspectives about autonomous cars. When asked what they would do if driverless cars became available in the next 20 years, 75 percent said they would own or lease a car to drive themselves, while 19 percent said they would own or lease a driverless car. Moreover, only nine percent said they would use this technology as soon as it is made available, while 38 percent said they would wait awhile and 52 percent said they were not interested whatsoever. But perhaps one day, this will change. 74 | JANUARY 2019 | THINK