Posted: Mar 30, 2011
Chevrolet completes Orlando and Orlan-Doh launch tours
Chevrolet has launched the new family seven-seater car the Orlando across the UK with a shopping centre tour staffed by Aesthetics.
The Orlando tour also featured the Spark for which Aesthetics also ran a set of shopping centre events last year, providing a team of stand hosts who were briefed to collect data from people who expressed a desire to purchase within a year.
The March tour featured the same practical approach as last year’s tour for Chevrolet’s hatchback Spark. But Chevrolet was not short of a head turning stunt to add a bit of extra-PR to underline the family appeal of the Orlando, using Mischief PR.
Commuters – and traffic wardens – were surprised to see a life-size replica of the car made from 1.5 tonnes of Play-Doh parked up in a London street. The hand-crafted sculpture was created by a team of eight model makers over a two week period to mark the UK launch.
Research by the car company provided the inspiration for the world’s biggest Play-Doh sculpture – 4.6metre by 1.8metre – as the modelling compound topped a poll of the most-loved toy from yesteryear. Over 1,000 UK adults voted for their favourite nostalgic toy from their childhood with Play-Doh gaining a fifth (19 per cent) of the vote closely followed by LEGO (17 per cent) and Kinder Egg (15 per cent).
The Play-Doh car was not long parked up in Clerkenwell. It was soon driven off (on a transporter!) to add a bit of extra buzz to the shopping centre exposure, appearing for a week at Lakeside, Thurrock.
Les Turton from Chevrolet UK, said: ‘The new Orlando deserves another look and we believe this mould-breaking multi-purpose vehicle is a real head-turner - especially when it’s made from ton of the nation’s most popular aqua-marine putty.
‘Hopefully our launch will appeal to the inner-child in every parent and it will become a firm family favourite.”
Chevrolet embraced brand experience marketing thoroughly in 2010 with the ‘Spark Unscheduled Tour’ of pop-up events played by The Mystery Jets, at fan-chosen venues. The tour culminated with a performance on Brighton Pier.
In 2009 Les Turton combined forces with Mischief PR to deliver ‘Car Park Campsite’ an urban campsite on the top floor of a car park that allowed families to camp in the heart of London for just a penny.