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?
In a recent interview, the Italian Environment Minister declared that FIAT doesn’t believe in the future of the electric car because it ‘does not fall in their industrial policy’. Car manufacturers such as Audi, BMW and Toyota are investing a considerable amount of money in the development of electric cars. Naturally, this business choice by FIAT has caused quite a stir.
“Fiat 500” has become one giant game card in order to be won at Casinò de la Vallée in Saint Vincent: the car has been covered with 16.000 coupons and whoever finds the ‘You Win’ under one of them, takes the car home.