Opportunity 4: Pushing the Urban Envelope (Toni)

So, with URBANE audiences embracing products, services and experiences that are more daring, more mature, or just more relevant to urban culture, here are a couple of examples that PUSH THE URBAN ENVELOPE that bit further:

  • In July 2010, Calvin Klein posted a large QR code across two billboard locations in New York City. Passersby who used their mobile smart phones to capture the QR code were then shown a 40-second ad featuring model Lara Stone.
  • Also in July 2010, Mini Cooper launched an interactive billboard campaign in the red light district of Hamburg, featuring the back of a Mini with an automated S&M whip hanging over the back that could be triggered to ‘spank’ the vehicle.
  • In January 2011, the CW network released a series of teaser billboards for their Vampire Diaries show. The billboards originally said “Catch VD” with no other explanation. Later, the billboards were updated with Vampire Diaries content. When asked for comment, CW’s spokesperson released this statement: “VD simply stands for Vampire Diaries, and anyone who thinks otherwise should probably get themselves checked out” 😉

  • Axel Hotels, the Spanish based ‘hetero-friendly’ boutique hotel chain, has partnered with New York based Parkview Developers to launch a resort in New York targeted at the gay community. The resort, called Out NYC Urban Resort, will have an Axel Hotel, a spa, several restaurants and bars, stores and a dance club that opens seven nights a week. Currently, Axel has hotels in Barcelona, Berlin and Buenos Aires.

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Filed under Secondary Research, Toni, Trends Research

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