Saturday, October 07, 2006

New meaning to the phrase off street parking

One of the first things that come to mind when I think about a china set is the word delicate. But after seeing some of these pictures, I think that word might change. In downtown Toronto, the Canadian china maker William Ashley had a Lamborghini Gallardo parked on top of four tea cups to promote a 20 piece set of fine china. According to autoblog the car weighs 3,153 pounds putting about 788 pounds of pressure per cup. This is a great example of guerrilla marketing because it was an impressive display of the products quality and it was set up during the Toronto Film Festival so more people saw it then they would on a normal day.

What I find kind of strange about the promotion is the choice of car. I would associate William Ashley’s target market with a Mercedes or Aston Martin because both the car and china are upscale luxury products purchased by older consumers. A performance sports car like the Lamborghini is more appealing to a young, wealthy consumer and would be better at selling something more exotic than china. The Lamborghini may have been used because of the color, which one blog pointed out was very eye catching and perhaps better at getting a person’s attention. Although it is most likely the Lamborghini was chosen because it was the right balance and weight for the cups to hold.


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