As people become less inclined to accept advertising claims at face
value, marketers and agencies must find new ways of giving target
audiences tangible experience of product performance - especially when
entering competitive and cluttered markets.
But there are two major obstacles that have to be overcome: the extent
to which the product can be stripped down for sampling purposes and
delivery of the experience in a way that stands out from the
New fragrances can find new ways of using scent strips, and detergents
new ways of doing door-drops. But new cars? Is there a more imaginative
alternative to displays on railway station concourses? Of course there
Banks Hoggins O’Shea’s launch advertising for Daihatsu’s Move celebrated
the car’s unconventional appearance with the line ’Weird on the outside,
clever on the inside’. So far, this has appeared on posters and TV, but
for people to appreciate what makes the Move so different, they needed
to see the car for themselves.
Although its appeal ranges from students to young mums and second/third
car buyers, the Move, which launched in April, is first and foremost a
small, city car. Therefore, exposure to London’s commuters was a
The agency’s weird yet clever solution was to take the car away from the
overground station concourse and place it on Underground station
platforms - specifically at Angel and King’s Cross - complete with tyre
tracks coming from the tunnels.
In case you were wondering, the cars were carried there on a flat-bed
carriage and not down the escalators - a fine example of a lateral
solution to a seemingly insurmountable problem.
Additional support was provided by Tube tickets bearing the line ’Mind
the Gawp’ and posters across the network.
Credit all round for a bit of smart thinking which more than made up for
a limited advertising budget, and to BHOS and transport advertising
specialist TDI for getting the idea off - or under - the ground.