DraftFcb

Archive - Oct 2009

October 14th

Auctioning new cars

Auctioning new cars

General Motors are planning to sell new cars on the auction site eBay, initially limited to California.

Why it matters

The eBay project would allow users to search multiple dealerships at once, and enable them to more easily compare products and make offers on their own terms. Could this marketing effort mean a major shift in the car buying process? Is this another example of how car manufacturers are having to take  the initiative and actively approach potential customers? 

Automotive
Instant Gratification
Sweden

Is the street the new catwalk?

Is the street the new catwalk?

Just nine traditional fashion shows took place during this season’s Stockholm Fashion Week, a fifth of the number that took place during the previous year. Instead, brands seem to be trying to find more innovative and cost-effective ways of promoting themselves – such as sending models out onto the streets or into cafés and exhibitions.
 

Why it matters

As brands face increasingly tight budgets and consumers who are becoming less and less receptive to traditional communications, will placing products out into the public domain become commonplace?
 

Experience
Sweden
Stores & Spaces

Rent-a-drivable advert

Rent-a-drivable advert

Advertising on private vehicles is becoming a widespread phenomenon, with an increasing number of companies in this area appearing all over the country. The Smart Fortwo model is a favourite with them, but also other marques are gaining ground. Some of them, such as Smart Advertising are even offering a low cost car-rental service, featuring a Smart Fortwo with advertising for just 1 euro a day.

Why it matters

In an economic downturn, many car owners are looking for cost-cutting ways to travel, either opting for public transports during the week, choosing alternative routes (without toll payments), sharing vehicles or even offsetting the cost of car usage by advertising on their vehicle. Will this trend change the relationship consumers have with their cars indefinitely, turning it into an increasingly functional and less emotional connection? Will other car brands actively pursue this?

Automotive
Conscious
Portugal
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