By Peter Saunders
Earlier in 2013, Rinaldi Communication Marketing and out-of-home (OOH) advertising firm Zoom Media helped the Quebec Subaru Dealers’ Association steal the show with a domination marketing stunt at the annual Salon de l’Auto, also known as the Montreal International Auto Show. They used Zoom’s business network of signs, all of the advertising space in the parking facility for the Palais des Congres and all of the elevators leading to the convention centre to showcase the Subaru brand to visitors as they arrived at the show, along with the slogan, “Dominez les éléments.”
This major OOH initiative, which combined wide-format printed graphics, three-dimensional (3-D) content and accompanying sound effects, required more than two months of planning. The campaign was primarily organized around Subaru’s 2013 XV Crosstrek, a newly designed crossover utility vehicle (CUV), which was staged in the underground parking garage in a simulated urban and country setting. In the convention centre, meanwhile, a wall was dedicated to a 3-D montage of the 2013 BRZ sports car, featuring a fireball effect.
In between these two elements, visitors took four elevators from the parking garage to the exhibition area. Each of these was wrapped with a distinctive graphic motif, representing winter, forests, mountains and cities, with a soundscape to match. The wide-format printed graphics were applied to the elevators’ walls, floors, ceilings, doors and access zones, creating an immersive experience.
“From year to year, Rinaldi has offered ever-more spectacular ideas to allow us to stand out at the Salon de l’Auto,” says Richard Fabien, director of the Quebec and Atlantic regions for the dealers’ association. “This year, their team has once again excelled at creativity.”
“We have enjoyed a tremendous partnership with Subaru dealers for the past 18 years,” says Maurice Rinaldi, president and CEO of Rinaldi Communication Marketing. “Our team nurtures strong ideas that demonstrate strategic vision and imagination.”