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What drives Corvette Stingray Biometric Test Drive: the need to beat the clutter

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The description over at Chevrolet’s YouTube channel says: What will happen when we put five unique drivers behind the wheel of an all-new 2014 Corvette Stingray with biometric sensors to track each of their vital activity in a groundbreaking experiment? Welcome to the world’s first ever Reverse Test Drive where the driver’s don’t test the car – the car tests them. This biometric test drive is getting a mention in ad blogs.

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The angle being pursued in the experiment is that driving a Stingray is a ‘transformative‘ experience as it is a ‘completely reengineered vehicle’.

Agency: Commonwealth

As is wont nowadays, there is also an interactive online film, which tests viewers’ spatical recognition, recall and reaction times.

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Kudos to @CommonwealthWW for creating a differentiated idea in the cluttered automotive advertising space. Such ‘stunts’ also highlight the enormous challenges brands & agencies face in today’s world to be ‘heard’. Very rarely does a 30-second ad suffice to get consumers to notice a brand and get talking about it. What I liked about the this stunt was (a) it was rooted in the product experience; in this case a test drive or a virtual drive (b) it was unique and clutter breaking in the category and (c) had a pithy, memorable, ownable and share-worthy idea in ‘biometric test drive’.

 

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

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