Last week we began to dive into the characteristics found within the environments at the Chicago Auto Show, with focus on a multi-generational approach. We touched on the experience value that drives engagement with Gen-Xer’s. Here is another example of how that was accommodated for on a sensory level.
Exuding Sensory Adventure
To the younger generations of consumers, decisions are heavily influenced by the experience and not necessarily the object. Experience comes in many forms but is highly influenced by sensory engagement. The auto show affords auto makers an opportunity to engage with all five senses of the attendees’, which is something that cannot be accomplished through non face-to-face advertising, such as a website or commercial.
This sensory engagement is twofold. On one hand, there is the experience of the cars themselves- the feel of the knobs, the sound of the doors as they close and the luxury of the new car smell. That is the product. On the other hand, there is the experience of the environment as a whole. To be effective, sensory engagement has to be planned and implemented in a very systematic approach that speaks to the attendees while emanating the brand.
Within their environment, Jeep presented this ideology through the rugged escape which was created. The rocky terrain screams “adventure brand”, offering an immersive experience to attendees, complete with rough boulders, fresh water and vibrant scenery. While the environment pulled in the senses, it also offered an additional form of engagement via an adrenalin rush for those in the mood for driving the steep landscape. The execution of this environment made me want to put on my hiking boots and roam through the mountains, not only because it engaged on a sensory level, but also because it offered a brief escape to the outdoors.