Beast in a box

Suzuki wanted to introduce a beast to the market.

A sleek muscular beast that would slink and leap into legend.

The new Suzuki Hayabusa motorbike.

It would arrive at the airport on special delivery in a large shipping box.

We needed to create a drama that would raise interest, without revealing the secret for one two weeks.

But it couldn’t just sit there.

There would be thousands of commuters passing through the airport and our display stand during the course of one day.

Even those ( potential consumers) who were not bike inclined should have their attention grabbed.

What emotion could we elicit? How could we create suspense? Expectation? Drama? Then have a final reveal?

We promoted the new Hayabusa as a creature shipped in from afar. Think a caged Dinosaur from Jurassic park.

The idea was to cage the creature-’the Hayabusa’ and to only give pre-views till the launch.

Posters had shred marks to illustrate wild power.

The crate had peepholes but the idea was that people were too afraid to approach the crate.

As when they did a huge growl would come from the crate and it would shake.

Being denied a view raised expectation and excitement.