Audi, a brand exuding an attitude of self confidence and progressive thinking, and associated with the latest technology and innovative design, is a perfect brand to pioneer this entirely original concept, a new breed of “billboard” created by Access Agency.
It is a display of four life-size Audi cars, suspended inside the silver rings of a massive Audi symbol attached to an iconic bridge structure or in front of landmark spaces — the Sydney Harbour Bridge, Brooklyn Bridge, Tower Bridge, Venice. The rings rotate around, light-up at night, and move up and down the bridge. Against the backdrop of spectacular urban architecture, the Audi installation reflects Audi’s continuous challenging of the status quo, its capacity to innovate, and its ability to avoid the bland and the ordinary.
But what will create valuable media attention and social media buzz is not just the actual final display, but the entire anticipation, the process of creation, the engineering feat of the installation and the spectacular launch event.
The manufacturing and transportation of the gigantic rings, the installation of the rings, the hoisting of the vehicles, the first test of the lights, the rehearsals of the launch…By the time the installation is complete, and the unveiling event is about to start, the news about it will have reached those in the know.
PR — locally and globally — plus participation and rallies by dealers, and other in-town and on-site activities and happenings leading up to the unveiling, will add to the echo effect of this one-of-a-kind promotion.
The anticipation, excitement and buzz will culminate in an epic night-time launch event that we envision including a live symphony orchestra playing on a barge right under the suspended rings or on the bridge itself, a fireworks presentation or a LED light show above the bridge, and the ultimate unveiling of the rings. Bill Tikos
Creating compelling and unique brand experiences is what our new marketing agency ACCESS does best. The incredible interest that media, brands and readers have shown in our postings of just some of our ideas -- McFancy McDonald’s, Puma Spinstar, Mini Car wraps and Transformers Skate Park -- shows clearly why brands are so keen on creating these kinds of experiences.
These are experiences that are talked about, blogged about and written about. Just Google McFancy McDonald’s and you will get over 10 pages and over 6 million views. Not one of these concepts even exists yet, (with the exception of Mini) but the media interest, online buzz and brands approaching us to experience our way of thinking offers rock-solid proof that they are an effective way to create brand awareness.
Our agency ACCESS taps into our global creative community to offer brands exceptional ideas and execution. If a brand is unable to register an image, product or service in the public’s mind with impact, it has little hope of being relevant. Traditional methods of creating visual impact and effective recall are no longer enough. Today’s consumers demand much more. It takes much more to register under their radar. Imaginative and impactful marketing is now more than ever a core function of a successful consumer-facing business. And to be successful in today’s increasingly competitive environment, companies must learn to stage experiences that engage and speak directly and personally to each of their customer segments. Exciting, unusual, cool brand experiences -- both on and offline -- are capturing the imagination of today's consumer. If it is not memorable, then it is just wallpaper.
Our latest project is for Moët - a champagne & chandeliers event showcasing over 100 chandeliers, made from crystal, glass, neon, plastic, paper in a space that can be adapted to suit any environment, from a digital-style marquee at the races to a smaller venue.
Here’s a glimpse at what we are working on.
Transformers 3 Media launch - pop up skate ramp
The annual Leipzig Book Fair (Leipziger Buchmesse) has just ended. Attracting some 150,000 visitors each March, the four-day Fair is one of Europe’s largest bookish events.
At this year’s Fair, the trade show exhibit that received some serious media attention was made of 15,000 pencils — the writing instrument hardly anybody uses for writing. Interior Architect and product designer, 29-year-old Johannes Albert and Book Designer Helmut Stabe designed and realized the pencil concept for Mitteldeutscher Verlag Publishers.
The pencils function as giveaways, as decorative objects and as parts of the construction of the booth. The idea is that the visitors can decide to take a pen, alter the display, or leave it all as is. 315 of the pencils actually held the perforated boards in position while others functioned as wall stands for the books. - Tuija Seipell.
see also Matt Bilfields - Peggy
Our new creative ideas agency ACCESS is helping brands and businesses see the world differently. We add substantial value by creating customized experiences that change the consumers’ thinking in some way. A simple idea for our McFancy project for McDonald's has already been viewed by over 3 million readers through this site. Millions more have interacted with it via hundreds of blogs that have featured it (google "Mcfancy Mcdonald's or McFancy by Access Agency"). And dozens of magazines internationally are featuring the concept in forthcoming issues. That's several million eyeballs before a single $ has been spent.
Enter our latest concept for Puma that we call SPINSTAR, which aligns perfectly with the brand image. It is a touring program that finds participants who can last the longest in a spin class, with Puma as the backdrop. Participants are offered a free pair of Puma sneakers and workout gear once they pass 2 hours (most spin classes run for 45 minutes). The winners of each session (which can last up to 8 hours) will receive the Puma bike and would then be invited to the final competition where the winner of the longest spin-class is crowned Puma SPINSTAR, receiving $25,000 cash along with $10,000 worth of Puma gear.
Puma renderings created by Dobson White
Here at the industry arm of TCH, our agency Access collaborates with some of the world's best companies to help them stand out from their competitors. We specialize in developing ideas to help brands move into the new, niche Cool Age.
We also develop ideas to take TCH into the offline space, starting with TreeLife and now our Pop-Up skate park.
This innovative concept sees art, design and extreme sports collide creatively in an awe-inspiring, customized skate park entirely unique in the skating world. Using pop-culture icons and the latest trends, the Pop-Up Skate Park by TCH creates ultra-cool skating environments, designed to garner the ultimate media exposure through their incredible appeal and popularity.
Currently, we are creating two Pop-Up Skate Park themes – Transformers and Space Invaders — both ideal promotional media for high-energy brands that want to attract serious attention.
For Transformers Skate Park, we commissioned Christiann Klaassen and his amazing team from Rockhunter in London to visualize the recreational and promotional space where design, technology and skate culture meet with a cool Skate Park.
This is a fully customizable skating environment, designed for each specific location’s surroundings, and incorporating a range of innovative ramps, bowls, half-pipes and landings.
Two oversized Autobot Transformer robots, impressively positioned at either end of the skate park, signify guardianship of the ramp and those who use it, echoing seamlessly the Transformers film concept of robots protecting humans.
En all-encompassing landscape of illumination and light-projected designs enhance the skating environment. There is also the option of showcasing a range of rotating art works to further emphasize this hyper- real environment.
Space Invaders, in turn, are arguably the biggest pop-cultural icons of the 80s! The original characters that introduced the world to the realm of video gaming through their pixilated aesthetics, enjoy the unique advantage of multi-generational appeal. Globally, from children of the 80s through to Generation Y, the public has recognized and appreciated these characters for their cool simplicity.
The Cool Hunter is taking these alien invaders and super-sizing them for their unique skate park. A pair of larger-than-life Space Invader characters frame the two ends of the skating environment. Made from translucent Perspex, these illuminated figures create the visual masthead for the Skate Invaders Park.
The skating surface itself reflects the playing environment of the original 80s game. This design comprises of illuminated alien ships, fighter units and laser beams as seen in the games architecture.
The entire Skate Invaders environment will be visually enticing and provide innovative user functionality for Skate Invaders. Skate Invaders has been rendered by Per Krogsgaard and Jason Idris Alami from What!
If your brand is ready to launch a Pop-Up Skate Park by THC in your city, get in touch.
Mini Cooper by TCH is also another project we'll soon announce online.
How can TCH work with your brand on innovation and creating new brand experiences worth talking about? - get in contact with Access Agency.
From August 5 to September 30, the cutely nostalgic Fiat 500 C, unveiled in February, appears on Milan’s world-famous fashion street, Montenapoleone, in an unexpected role. Exactly 20 fiberglass replicas, precisely the same size and shape as the little Fiat, have become planters for real trees of various shapes. The happening, called “Per fare un albero” (Create a tree), is a cooperative effort between the City of Milan, Fiat, and artist-designer Fabio Novembre. In Novembre’s words, his solution to merge into one object trees and cars, two elements always vying for urban space, is a “symbol of a new way of living.” According to Fiat’s spokespeople, Fiat 500 C’s cheerful, friendly, innovative and eco-friendly character is a perfect fit for such an undertaking. - Tuija Seipell
Our world is full of noise, coming from every angle. Consumers have seen it all before, creating an unprecdented challenge to marketers.
It’s not enough just to be noticed. To rise above the clutter brands need to be extraordinary in every way. Extraordinary is the new ordinary; a mandatory requirement in a globaiised world where consumers are savvier, better educated and more connected than ever before.
Over the last five years The Cool Hunter has sought out the extraordinary and these finds have been a source of inspiration for hundreds of thousands of readers. But what you see on the site is only the tip of the proverbial iceberg as we don't always give away content for free. For hundreds of examples of innovative brand communications - from guerilla marketing through to environmental and outdoor - visit our consulting arm The Cool Hunter Platinum.
A new permanent exhibition, LEVEL GREEN, dealing with the complex topics of car manufacturing, sustainability and the use of global resources, opened last month at the Autostadt (Car city in German), near the Volkswagen factory in Wolfsburgh, Germany.
The architectural firm of J. Mayer H. of Berlin and interactive an digital media specialists, Art+Com Berlin, developed the concept for the 1,000 m2 interactive exhibition. The themes of the exhibition — Personal use, Sustainability at Volkswagen, The three aspects of sustainability, Mobility of the future, Sustainability and the economy, Effects of climate change — wind their way among an organically-shaped, sustainably built web of green structures.
Established in 1994, the vast is a seven-pavilion Autostadt visitor attraction area has ultra-modern pavilions for Volkswagen, Bentley, Škoda, Lamborghini, Audi and SEAT, and draws about 2 million visitors annually. - Tuija Seipell