the blog so I will just post what I tried to discuss with them.
I am still working on copy, but I sort of had an idea (not promising it's good).
I was thinking one of our 5 ideas could be "Fitting In". If you think about children's
building blocks and how a square will only fit into a square type thing, then maybe
we could show situations where only the Nissan cube could go through. I know that
Taiyo's idea "Be Square" on the blog was a guerrilla campaign that made circular things square, but
I'm thinking that this is somehow different? Instead of making square seem cool, we'd be showing WHY it's cool
and how it works as a shape. It might be to close to what they came up with....so let me know
what you think.
If it's not too close, then one way to execute this could be guerrilla as well, however we would
put giant blocks in public places, but it would be a square hole block with a cylindrical block
showing that it clearly wouldn't work.
I think this Idea can work. I can just picture other, weird formed cars, trying to fit into places that are squared. And then here comes the hero and simply fits perfect. The Nissan CUBE.
ReplyDeleteI would steer away from using blocks, legos, or cubes as an underlying idea of the campaign. It relies too heavily on the shape and name of the vehicle.... Unless there are very clear strategic guidelines (if we found out that this car was a Gamers Paradice, and then connected it with an old school game like tetris, which then we connected to the Hottest video game on the market... and we rented out Union Square for a promotional event, the same night that same "Hottest video game" was having it's release party.... .. then we might have more of a concept...
ReplyDeleteIf any of these elements are brought up in the ending phases of the campaign idea. It should work more as a branding element, seen more as a clever idea that only works by chance.
Fitting in: these sound good together, yet under explained.. This could be a good thing or a bad thing. We'll have to wait for execution though...
Fitting in - would work for Nissan Cube if it were literally about fitting in whatever it is you love into your car, or fitting into that small parking space....
As it is now, fitting in seems the opposite of what the car is doing visually.
Also, why have you chosen guerilla advertising?
Feel free to send me thoughts, questions or concerns,
-michele
Don't get stuck on just the CUBE fitting in perfectly. There are smaller cars than the CUBE like Smart Cars. Keep hammering on the idea.
ReplyDelete