To launch the new Volkswagen Up in France, JC Decaux and the V agency created a display event. They installed a real car on a wall, next to a 10-meter high ruler. The aim was obviously to highlight the small size of the vehicle.
Why it matters
The idea is to surprise people thanks to an unexpected point of contact. Can you think of an original idea to present a product you’re trying to launch in a new segment?
Renault has entered into partnership with the cosmetic brand Biotherm to create a “spa car” called Zoe Z.E. This electric vehicle respects the environment and the body: it doesn’t emit carbon, its air conditioning helps to moisturise skin and it diffuses a de-stressing fragrance into the inside of the car. The car might be offered for sale in 2012.
With the launch of the new Honda CR-V, Honda decided to take a new approach to explaining the model’s fuel efficiency by placing a scale model on a continuously running grocery conveyor belt. Each car was mounted on the side of a grocery belt so that its wheels turned as the conveyor belt moved forward. On the divider bars, people would read the pay-off message, “With exceptional fuel economy, the CR-V keeps going.”