Julie Grinberg writes:
For me this year’s show was a true feast for the senses…sight, sound, and touch… and I’m not just talking about the cars.
The environment created by each automaker was superb, if not a little surreal. Navigating the room, hopping from one display to the next, each car’s carefully crafted image came alive in front of my eyes.
Scion stole the show with thumping music and colorful cars stacked up like toy models on floor-to-ceiling shelves.
Infinity’s sleek, modern and futuristic display area mirrored the feel of their cars. Lexus was sheer luxury, inviting visitors to step through arches decked with flowing sheets of white curtains and onto ultra plush carpeting.
A bit further down the room, Honda smoothly whisked visitors away with oversized psychedelic displays that recreated the mood of happy Honda ads. And on, and on, and on…
And what’s more interesting, consumers who typically are said to distrust and actively seek an escape from advertising – young males, roughly in their late teens, twenties, or thirties – were completely enthralled, by the cars, of course...
...but also very happy and willing to engage with each car maker’s branded message.
Could any advertiser ever ask for a more attentive audience?