Old car, new smell
Ford Spain has bottled the ‘smell of new car’ for a market that desperately craves it: buyers of second hand vehicles who miss out on a crucial part of the new car experience. Ford sprays the scent into all their used vehicles promising that their cars will feel just like new.
Why it matters
With fewer people able to afford new cars and lower enthusiasm about used ones, Ford turned to instinctual marketing (scent is one of the strongest) to give people something they already resigned themselves to not having. More importantly, they’ve taken an emotion – the thrill of new car smell – and branded it. How can we better unlock those deep, embedded memories and brand them with more subtle appeals to the human mind?
BMW is hosting a series of short documentary films about the future of mobility on its microsite, www.bmwactivtatethefuture.com. In the short movies the opinions of experts from areas such as design, mobility, engineering, computer, ecology are given.
The 50th celebration of the invention of the three point seatbelt by Volvo. Much has changed in the past 50 years, and nothing illustrates that more than fashion. Volvo has tied up with Massimo Dutti to celebrate that the seatbelt has never gone out of style using a "look back through the decades" technique common to the fashion industry. The campaign involved everything from print, microsite to window dispays in Massimo Dutti stores.