DraftFcb

Archive - Nov 2011

November 11th

A Citroen inspired by you

A Citroen inspired by you

Citroën and architecture studio A-cero have created a special series of the DS3 model. The architect Joaquín Torres, known for designing homes of celebrities such as Cristiano Ronaldo, Fernando Torres and Penelope Cruz, will design a custom roof on the car after finding out more about the buyer. Citroën DS Series by Joaquin Torres is limited to 50 units and differ from each other thanks to unique designs inspired by the buyer.

Why it matters

Cars are often considered an extension of the owner’s personality. Can this kind of initiative that supports the customization of the car be a sales success?

Automotive
Create
Significance
Spain

French qualite vs German qualitat

French qualite vs German qualitat

The new TV commercial of the French carmaker Renault parodies the last advertising campaign of the German brand Opel. A man, speaking a funny mix of German and French, presents a Renault car. The Opel campaign starred German engineers presenting Opel cars in German and was subtitled in French.

Why it matters

The country of origin of a car is a determinant factor in the perception of the quality in the automotive market. By making fun of its competitors by only talking about the country of origin, Renault differentiates its products by also showing their practical side. Is regional identity enough to differentiate your brand on a highly competitive market?

Automotive
France
Authenticity

Laser headlights

Laser headlights

BMW is currently developing car headlights based on laser technology. They are supposed to be a thousand times brighter than LEDs. They can also be used to scan possible dangers on the road ahead, adjust speed levels and regulate light diffusion.

Why it matters

Vehicles using this technology could be exploited as portable hard-drives collecting large amounts of data. The information it gathers could eventually be used for safety purposes on the streets. How will car makers and maybe even advertisers capitalize further on this innovation?

Automotive
Connectivity
Fear
Germany
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed