Verizon came up with a futuristic and out-of-the-box way to advertise their new Hum module: they built a car that drives over traffic. The company turned to special effects firm Thinkmodo to innovate the vehicle, and it turned out to be quite a stunner. The car looks similar to a Jeep Cherokee but weighs twice as much, and includes over 300 feet of hydraulic lines in order to literally lift it over traffic. The car’s exterior includes the Hum logo to convey what’s actually being advertised, and is also painted bright blue in case it driving over cars wasn’t enough to catch your attention. Unfortunately, the car is one-of-a-kind, so rolling over California traffic is still just a commuter’s dream. Watch the car in action below.
This incredibly creative and innovative rolling out-of-home ad points to an increasing trend of companies looking to catch attention first and fill in what they’re actually advertising afterwards. The car didn’t make it very clear what the Hum actually was. But, by drawing attention, intrigue is boosted, encouraging consumers to do their own research. Turns out, the Hum is actually a service to make your car “smarter” by monitoring vehicle health, offering roadside assistance and several other services. Consumers are constantly being bombarded with advertising messages, standing out is becoming increasingly important and difficult. Creativity is key, or else a message will be lost in the sea of information. Verizon demands attention with this tactic.
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