PARIS — Karim Maachi, CEO of Cardel Global in Paris, strives to be as creative as he does business-savvy. To kick off 2013, he has enlisted the use of Daimler’s smart cars wrapped in Cardel Global logo graphics to spread awareness of his brand.
Cardel Global deploys 10 smart cars in five different districts from 12 a.m. to 6 p.m. to attract attention of international VIP travelers and corporate travelers.
The idea came from Cardel Global’s new marketing manager, whose background is in the fashion industry, during which time she worked at Chanel for seven years as communication and marketing manager.
“Nobody did this kind of campaign before in our industry, but we realized that [smart cars are] used quite frequently in Paris by different types of companies in different sectors,” Maachi said.
Maachi chose the smart cars because “this kind of car attracts the eye, when you walk or drive, you just look at two things — stores and cars.” And 65% of Parisians walk or drive to a minimum of three districts every day, which is why Cardel Global deploys 10 cars in five different districts from 12 a.m. to 6 p.m.
The company targets two types of clients: 5-star hotels where international travelers stay between 1-3 nights, and financial places, since the 60% of the company’s business is corporate. Thus, the smart cars park in front of 5-star hotels from noon to 2 p.m., prime time to expose the cars to executives having lunch at the hotels.
The campaign will last for two weeks, which is the minimum time needed to make an impact, says Cardel’s marketing manager.
—Michael Campos, LCT associate editor