THE CAMPAIGN WITH A (finally) NEW DIRECTION
……Check it out……
We have:
Cube Footage
Cube Diaries
Wannabe a Cube
Owners, Non-Owners, and
Future Owners (Cube Footage)
All three of these groups actually have something in common!
It is here, at the Cube Footage website, that will act as the Mecca for activity / the place for all three to interact with one another.
Cube Footage is the title of our campaign main webpage.
Live footage of the cube placed in a central location or landmark at the following cities: San Francisco, LA, Chicago, Boston or New York. All cities will be shown via live video of the events happening around the cube car. There will one countdown clock corresponding to each city.
Two times a day the “CUBE Squad” will perform a "CUBE attack." They will pop out of the car performing a random Flash mob for spectators to enjoy.
Possible interaction with a theme song TBA. The routine will rely on visual appeal through music & lights (coming from the cube), surprise factor humor and talent. The performance tone communicates features cube. When the performance is over the “CUBE squad”will literally sprint away, running off in different directions. The music will turn off and the doors will mysteriously close (by remote control.) Suspense will take over the crowd. The “CUBE squad” will also help create suspense by wheat pasting our website on the parameter surrounding the site area.
If you happen to be around the action site, but not quite close enough to see. Large video screen displaying the live footage of the CUBE attacks. This screen will be in a separate area from the placement of the car.
Select people will see the wheat pasted message: This is another method to speak to our target.
Don’t have a cube yet? (Cube Wannabe)
The Cube “Wannabe” team will help your current vehicle take on the look of the Nissan Cube.
Car stickers connecting the side and back window will be given away at suburban locations of the site cities. The Cube “Wannabe” team will take a photo of the Wannabe Cube car owner in front of their Wannabe Cube car. Each day ten Wannabe cars will be posted on the Cube Footage webpage. Viewers will vote for the best impersonator. Winners will be posted for each city with a personal interview of the Wannabe owner.
Our goal is to lead all three groups to the website. Cube Footage will capture random acts the Cube has been involved in and true forms of entertainment. The participant will fulfill the spots of fame and adventure while showing pride for their Cube on our website.
In addition to uploading their own “Cube Footage,”they will be able to dare other cube owners to submit footage videos and rewarded if their dare gets completed.
………And the wall comes down………It is a moment of shine for the energetic entertainer (or current Cube owner) and a peak into how life could be enhanced as an owner of the NISSAN Cube.
Back to the Brief
What breaks current stereotypes for the cube? The Cube’s uniqueness and unsymmetrical feel creates stereotypes that the vehicle is strange and un-cool. Potential cube owners currently have trouble seeing past the exterior. The cube is best fit for someone who considers their mobile device more important than their clothing collection. They are today’s technically inclined, eco conscious, connoisseurs of social media and the internet. How will we speak to them?
Using live streaming video, true life stories, and user generated content as a form of entertainment to promote the cube creating a sense of fun and familiarity to the car.
Specially chosen Cube owners will be contacted pre-website release and asked to participate. They will be informed about the Cube’s future competition and asked to participate in the base level of the campaign.
We are trying to find out:
How drivers are entertained utilizing the Cube’s unique features and wrap around window mark?
Go and make it work. Just make sure they stay on what the brief is saying. Keep them on track.
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