Let’s get the true confessions out of the way: on Mondays, I’m an appalling driver. On Tuesdays, I’m world class.
That’s the harsh truth presented to me by my smartphone, in collaboration with a sensor in a car and an app on my smartphone. But here’s the kicker: thanks to the reward I’ve been offered for my behaviour on Tuesday, chances are that I’m going to make Wednesday great, too. And come next Monday, I will probably be a little less appalling. However, there is only so far one can go on a Monday, regardless of coffee and other awards.
Thanks to interactive technology, though, it is likely I will become less of a menace on the roads over time, regardless of the day of the week.
But first, answer this question: Which would you prefer from an insurance company: threats of punishment, or promises of rewards? The answer is obvious, yet most insurance companies are still firmly in 20th century mode: promise the world, but make it exceptionally difficult to claim when things go wrong.
Of course, there is a better way. And thanks to technology, many better ways. In recent years, short-term insurance companies have latched on to the secret long known in medical insurance: rewards incentivise behaviour.
The concept was pioneered give years ago by South Africa’s Discovery, which extended its Vitality health rewards programme to car insurance. The medical aid giant entered a strategic partnership deal with US-based Cambridge Mobile Telematics, which had developed technology that allows users to combine massive amounts of sensor data from smartphones, other mobile devices, and cars. The technology category is called telematics, which nowadays tends to be seen as a sub-category of the Internet of Things (IoT) – the ability for any device to be connected to the Internet for sending and receiving data automatically.
In South Africa, the result was the Discovery Insure smartphone app on phones and the Vitality Drive Sensor, placed in a vehicle. Both Discovery and its clients are able to keep close tabs on driving behaviour. By roping in Vitality-style rewards, Discovery also incentivises improved driving behaviour. Almost as significantly, it allows the company to gather data from a large group of drivers to learn more about the impact of both good and bad driving behaviour.
The concept has taken off around the world. US-based Root Insurance has pioneered “usage-based insurance” in the USA, obtaining a valuation close to $1-billion through enthusiastic early investors. Root has also latched onto discounts, offering reduced premiums for keeping the app running. In the United Kingdom, at least half a dozen companies are offering “black box insurance” using telematics.
South African companies are far ahead of the game. Two years ago, Avis launched the SafeDrive app, using Discovery’s sensor system, and with a Vitality-style rewards concept built in. That is its key differentiator from almost any other car rental company in this country: it rewards its customers for driving well.
By connecting to the sensor, the app collects data on the movement of the car, and scores the driver on smoothness of acceleration, driving and braking. The app on the phone links it to mapping data, including speed limits, so that the driver is also rated on speeding. Finally, the smartphone itself detects when the driver is using it, meaning that one loses points for bad driving as well as for using the phone while driving. The app also cannot link to mapping and other data when the phone is not in range of mobile data connectivity.
The upside is that, when one scores 80% or more, one is able to activate rewards on an upward sliding scale. From 80 to 84, the app unlocks free coffee from Vida E Caffe or a hot drink from Kauai. The next tier, from 85-89, delivers the likes of a chicken sandwich from Nando’s. Superb driving above 90% takes you all the way to full breakfast at Mugg & Bean, or the equivalents at the other partners.
Avis saw immediate benefits: early stats showed that Avis customers redeeming the rewards improved their driving by 5%, while there was an 8- 12% improvement in driving within seven days of a trip. In other words, drivers took steps to improve their driving over time.
The app also uses the phone to alert Avis of severe impacts, or severe weather alerts, as well as providing a panic button function for emergencies – with 24-hour access to an emergency centre.
Ironically, it was city driving that earned me the most rewards, with several 100% trips despite stop-start traffic and numerous speed limit changes. A trip to Limpopo on a Monday destroyed my credibility, however: on one long, straight stretch of road in the open countryside, with almost no traffic in either direction for an hour, I found it impossible to keep to the 60km speed limit. SafeDrive had no sympathy, and scored me a dismal 70%.
I was determined to make up for it the next day, and saw the rewards flowing in. Sadly, I didn’t have time to cash in, and that raises a suggestion for both Vitality and Avis: when customers don’t take up their rewards, they should automatically be allocated to charities. It is an option on the Vitality app, but has to be specifically selected. Automate that, and drivers will also be doing good by driving better.
Click here to read how the SafeDrive app works.
Projection tech transforms retail
By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa
Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.
In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.
Transforming the way brands engage with audiences
Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.
Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.
When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.
It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.
Projection is driving growth in experiential marketing
Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.
Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.
In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.
The future of projection technology
Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.
Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.
With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays.
Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century.
GoFundMe hits R9bn in donations for people and causes
The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations
GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.
In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.
“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”
The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.
GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.
The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.
Highlights from GoFundMe’s 2019 Year in Giving report include:
- Global giving trends and data
- Top 10 most generous countries
- Top 10 most generous U.S. states and cities
- Biggest moments in 2019
To view the entire report, visit: www.gofundme.com/2019