Mercedes-Benz propels environmental efforts via mobile app

By Erin Shea Published on June 6, 2013
http://www.luxurydaily.com/mercedes-benz-fetes-energy-saving-technology-via-mobile-app/

Mercedes BlueEFFICIENCY app

German automaker Mercedes-Benz is propelling environmental efforts through a new mobile application that shows off the energy-saving technology used in its vehicles.

The “BlueEFFICIENCY battery saver” mobile app helps Android users expand their smartphone’s battery life by mimicking the technology that Mercedes uses in its vehicles to save fuel. The automaker is likely aiming to create positive consumer experiences with the app that would translate to a positive experience with Mercedes.

“For the app to increase interest in Mercedes vehicles, it is critical that the app works well and provides a good customer experience, otherwise sponsoring this app and putting the brand’s name on it could backfire,” said Simon Buckingham, CEO of Appitalism, New York.

“Mercedes is associating a free app with a very expensive automobile,” he said. “I like the app’s tagline of ‘Mercedes-Benz technology in your pocket.’

“The reviews for this app are very positive, so this seems like the quality of the app enhances or matches Mercedes’ overall brand values.”

Mr. Buckingham is not affiliated with Mercedes, but agreed to comment as an industry expert.

Mercedes was unable to comment before press deadline.

The BlueEFFICIENCY battery saver app is available for free in Google Play.

Mobile efficiency
Mercedes is comparing the technology in the BlueEFFICIENCY mobile app to the BlueEFFICIENCY technology in its vehicles.

The app saves batter power in Android devices without impact on functionality.

The main screen of the app gives consumers different options of battery saving technology. Users can choose between “mild” for basic battery savings, “heavy” for advanced savings and “emergency” for calls and texts only.

Also, the app shows users how many hours of energy they have saved today and in total since using the app.

Main screen

In each setting, consumers can customize specific options to get the most out of the battery-saving technology while still using the most important tools on their phone.

Settings

Additionally, the app gives consumers the chance to learn about the BlueEFFICIENCY technology in Mercedes vehicles.

A click-through on the “How it works” button on the main screen takes consumers to a page where they can watch a video or visit the Mercedes Web site to learn more.

How it works

The app currently has a rating of 4.6 stars out of 5 in Google Play.

In your pocket
Mercedes has recently been upping its reach on mobile platforms. This is likely to help Mercedes reach a younger and more technology-savvy consumer group.

For instance, this spring the automaker created a mobile-optimized Web site to provide on-the-go consumers with branded content and media.

After overhauling its Web strategy in 2012 to offer a magazine-style site, Mercedes is optimizing the platform for smartphone users (see story).

Also, Mercedes flaunted its new 2014 E-Class vehicles through two banner advertisements on the CBS News mobile apps.

A click-through on the ads took consumers to a page where they can view details on the new E-Class vehicle (see story).

The energy-saver app takes the automaker’s mobile promotions to the next level by giving app users a positive experience associated with the brand.

Since many smartphones owners have issues with battery life, this app acts as a solution to a common problem.

“Managing battery life is a constant challenge for many smartphone users, so a useful app that extends battery life will likely generate positive goodwill and feelings from consumers using the app, which will benefit the Mercedes brand,” Mr. Buckingham said.