I came across this yesterday on a tweet from @viscom_paris as I was preparing for the event that opens today. I think it’s probably a good example of what can go wrong when the creative department gets carried away:
Apparently the Honda Civic Type R uses an old-fashioned ‘Start’ button. JCDecaux Ireland wanted to make this look like a ‘modern’ feature, so they came up with this clever idea of an interactive billboard.
A passer-by just has to send ‘START’ by SMS to wake up the beast – the car unlocks immediately and the motor starts up. After the little show, the prospect receives a link to a mobile-enabled site with photos of the range, prices and a list of nearby showrooms.
Nice one Seamus! I can just imagine what fun they had at the creative meeting about this one. Several Guinness’s later <sic> some bright spark came up with this. Not that there’s anything wrong with creativity, mind you, but I’m not sure that I want a new car with a chronic smoking exhaust problem (my 23 year old BMW doesn’t have one!) or where the warning lights start blinking as soon as you start the engine, and that’s not to mention the CO² emissions – if the poster is coughing them out already, what does the car do?
At least its tucked up there somewhere away from the road where it could potentially harm people…
(Nice sound effect on the video though)