I’ve written two previous post on “green” being cool (read them here and here), and this is another one. No particular reason why this blog post is about a car once more, but this one I just had to share…
Fisker is a relative newcomer in car-land. Henrik Fisker, a visionary and famous car-designer, decided a few years back to start his own company (Fisker cars), and to take car design and performance to the next level. His vision was to take away the preconceptions about the hybrid car by building a car that combines design, prestige/class, and environmental considerations. And guess what, he succeeded. The Fisker Karma was born. The pictures sort of speak for themselves. I mean: look at that car! The boldness of a racecar, the grace of a luxury limo, the long front, dramatic proportions, and under the hood: a massive amount of horses! Power, stability, beauty. Pfew, that sure makes me re-assess “green”!
Now. This baby is going to set you back $15o.000. But for that, you will be turning eyes, and educating your peers about what green can mean. Not a bad feat.
This is a marketing blog, not a car appreciation blog. So, what are the marketing take-aways?
CHALLENGE THE NORMS, AND ATTENTION WILL FOLLOW.
Fisker is determined to reframe the current paradigms. Succesfully so far. And with that comes a bunch of so called “earned media”… for free! Throw in a bit of Bieber, and you’ll get a boost (Justin Bieber owns a Fisker Karma. He made a splash on his 18th birthday when he received one from his manager on the “Ellen DeGeneres Show” -not bad).
DESIGN IS EVERYWHERE, IN EVERYTHING.
Fisker’s designers pride themselves in not compromising the design, the beauty of the car in favor of performance or cost. They go all the way, and that is very commendable. The Karma ia absolutely a thing of beauty, and that has value. I’m sure that a lot of people (that have the cash) will buy this car for its looks first and for its green power second. Investing in design yields good results. Amen!
A CAR IS NOT A CAR IS NOT A CAR.
In a world where hybrids are mushrooming, you have to be different, unique, and have a story. The guys as Fiskers sure got that. And while they’re at it they are building a brand. Great start…keep it going!
Thoughts? Comments? Ideas? Contact me.
And…thanks for passing by and reading this blog post,
{ 1 comment… read it below or add one }
Hi Kurt
Great idea. It’s good to expand on some brand design and creative and marketing perspectives, specially in the area of brands becoming or being developed as green and environmentally friendly. All to often advertising takes a laudable idea, something that is socially desirable like being green, and environmental) and hypes it beyond belief. It is therefore good to have someone of your experience to give insight in to Marketing perspectives.
On my recent travels I saw an TV ad that I particularly liked and want to share. A recent marketing campaign of Turkish Airlines, air travel is of course still not environmentally friendly, but that is not want I want to comment on. I want to comment on the simplicity of the advert depicting how the airline the national carrier has become one of the fastest growing airlines and now is truly global. The ad is simple, as I say we see different musicians from different countries, countries that the airline services, playing the Turkish national anthem on their national musical instruments ending in Istanbul with a man playing the Saz (Turkish string Instrument). Message a national carrier reaching many nations and cultures across the globe. I though to share this with you and your readers. I am sure the ad can be seen on You Tube for those interested in viewing it. Be good to have other peoples views on this or other ads that impress or not.
All the best with the blogg
Director of Media at Charisma Media Dubai