Showing and not simply telling is the foundation to forming Rich Ideas and marketing as a service. This neat little ad is a Smart Car “vending machine” giving the user a choice between coupe or cabrio information. Pushing the button on the vendor doesn’t relinquish a car, but it does dispense a branded tube containing pamphlets on the new models, dealer information, and a sheet of Smart Car stickers featuring the available colors.
experiences not messages
Holding a full-size Smart Car, the faux vending machine is a nice idea that fits right into the Japanese love for instant gratification on-the-go. In not sure there are many other automotive brands that can pull this off (saving Mini perhaps). And in true Rich Idea fashion, the user walks away smiling - having felt different about the brand because it involved them in a valuable and information-based experience.
Fantastic idea conveying the quirkiness, size and simplicity of Smart Car ownership.