2009 Citroen GTbyCitroen Becomes Working Media via Real-Life Art Installation in Venice



GTbyCitroen1 GIF

One of my favorite pieces of marketing jargon from my past career in advertising is Working Media. This contrasts, of course, with Non-Working Media.

The difference is cut/dry – Working media is something that consumers will see and may influence a purchase. Non-working Media is a line item for creative brainstorming, ideation, story-boards — everything that goes into making the ads.

As a media guy, we worked hard deciding how to get the target market to see the creative. Technically, all of our exhaustive media modelling and planning was Non-Working Media as well, so not just a jab at creative agencies in those line items.

The Working Media tab of a total marketing budget would be the ad placements: the TV time, the magazine pages, the banner ads. Experiential or Outdoor types of items would be wayyyyyy down in a teeny tiny corner of a spreadsheet – costing perhaps 0.5-percent of the total program fee to the client.

But those marquee events can sometimes have an outsized impact a few years later.

Take the 2009 GTbyCitroen — the Gran Turismo concept car that was playable in the game and then made into a real-life model for exhibitions at auto shows, Goodwood, etc.

After all the fanfare subsided, the Citreon Italia team decided to hit the market. This machine could be a sales promo tool! A real-life Buzz-maker.

We will drape a barge in white Citroen banners, and motor around the canals of Venice for a few hours.

Impact.

This is Working Media, long after the total budget sheets in Excel have been PDF’d and everyone is on to the next project.

But somewhere, the ideas that created this vision GTbyCitroen — should never be red-flagged as Non-Working Media.

 

 

2009 Citroen GTbyCitroen

2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 4 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 3 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 2 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 12009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 7 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 21 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 13 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 12 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 11 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 10 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 9 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 82009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 44 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 43 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 42 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 41 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 40 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 39 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 38 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 37 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 36 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 35 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 34 Gran Turismo 52009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 32 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 31 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 30 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 29 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 28 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 26 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 25 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 24 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 23 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 22 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 21 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 20 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 19 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 18 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 17 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 162009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 15 2009 Citroen GTbyCitroen Becomes Working Media and Live Art Installation in Venice 14 Concept Flashback - 2009 Citroen GTbyCitroen 9 Concept Flashback - 2009 Citroen GTbyCitroen 10 Concept Flashback - 2009 Citroen GTbyCitroen 11 Concept Flashback - 2009 Citroen GTbyCitroen 12 Concept Flashback - 2009 Citroen GTbyCitroen 13 Concept Flashback - 2009 Citroen GTbyCitroen 14 Concept Flashback - 2009 Citroen GTbyCitroen 15 Concept Flashback - 2009 Citroen GTbyCitroen 16 Concept Flashback - 2009 Citroen GTbyCitroen 17 Concept Flashback - 2009 Citroen GTbyCitroen 18 Concept Flashback - 2009 Citroen GTbyCitroen 19 Concept Flashback - 2009 Citroen GTbyCitroen 20 Concept Flashback - 2009 Citroen GTbyCitroen 1 Concept Flashback - 2009 Citroen GTbyCitroen 2Concept Flashback - 2009 Citroen GTbyCitroen 8 Concept Flashback - 2009 Citroen GTbyCitroen 3 Concept Flashback - 2009 Citroen GTbyCitroen 4 Concept Flashback - 2009 Citroen GTbyCitroen 5 Concept Flashback - 2009 Citroen GTbyCitroen 6 Concept Flashback - 2009 Citroen GTbyCitroen 7GTbyCitroen1 GIF