Concept Café Advertising uses wits to outsmart Goliath.
February 5, 2010
When you’re a small ad agency competing against big dollars, you have to be creative. Better yet, you have to be really clever. It’s like David against Goliath.
Meet Goliath: the challenge of using Miami Art Week (including Art Basel and Design Miami) to promote the New Acura ZDX, where Audi has been the sole automotive sponsor for the past three years. Audi invested an estimated $500,000 to secure exclusivity in all media, and there seemed to be no way for Acura to associate itself with the event.
But the fight was an important one, as Concept Café knew that Design Miami would be the perfect pre-launch for the ZDX. Referred to by designers as ‘architectural sushi,’ the ZDX is the first car designed by the new Acura Design Center in Torrance, California. No other vehicle in the history of the brand has maintained the purity of the design from sketch, to clay model, to actual vehicle available for purchase.
In words of Marco Vega, Concept Café‚s Planning Director: “The integrity of the ZDX design was kept pure from inception to production. The activation had to be designed to fit the ZDX perfectly. The challenge for the creative team was to actually design a new medium. A unique activation solution and media that stayed true to the ZDX DNA of purity in its design.”
With a significant size disadvantage, Concept Café, needed to outsmart Goliath and get the Acura ZDX exposure at the Miami Art Week. Happily, cleverness and creativity prevailed.
“It was the perfect timing, for the perfect vehicle,” said Salvador Veloso, Creative Director & Founder at Concept Café. “Having a strong, innovative presence at Miami Design seemed like a no-brainer for the brand, and it just so happened that our agency‚s facilities were the perfect medium.”
The trick: turn Concept Café‚s own office into a huge billboard to promote the Acura ZDX during Miami Art Week using advanced projection technology.
CLICK on link to view: http://www.youtube.com/watch?v=NKVG-c2J0I4>
Score one for David.
