cloud bombing to advertise a car rental business
Sixt, A German car rental company recently launched a campaign to promote it's fleet of rental convertables.
To do so, it decided assign the bomber pilot Lieutenant Colonel Sandro Wolf of Fighter Bomber Wing 37 a highly important mission. Bombing rainclouds.
Not just any rainclouds, but the clouds that make Halle Europe's wettest city. The city that has about 266 days of rain a year. Every year.
And to do this, they employed the same technology the chinese pioneered to ensure clear skies at the Beijing Olympics, called Cloud seeding. And they made a video about it.
Once the Halle's motorists donned their shades and took to the streets in rented cabriolets.
This kind of thinking really takes creative advertising to a whole new level, an experiential one that resonates with a very specific target market.
I love the innovation behind this, and how it just approaches a problem from an unconventional yet powerful angle. The company becomes the hero, and the whole community celebrates by going out and driving convertables in the uncharacteristically sunny weather. Word of mouth spreads thanks to the interesting and unusual endevour, and the business gets itself out there in a novel and intelligent way.
The campaign was the brainchild of the German ad agency Jung von Matt/Elbe. And according to creamglobal.com website, the videos have proved highly spreadable and have been viewed 36,500 times as of January 2010.
via: creamglobal and adsoftheworld
