General Motors is building buzz for the Chevrolet Orlando in Europe with a rather unique guerrilla marketing campaign. The company crafted a full-scale Play-Doh model of the MPV and parked it in downtown London. The instillation weighs in at a staggering 1.5 tons and measures 15 feet long by almost six feet wide. If you're trying to work out the connection between Play-Doh and the Orlando, don't stretch your gray matter too hard. As it turns out, the connection has less to do with any correlation between the vehicle and the malleable goo than it does with some research conducted by the minds at Chevrolet.
The automaker pinged 1,000 UK adults in an attempt to discern the most popular toy of yesteryear. Play-Doh handily took that title with 19 percent of the vote. We're a little disappointed to see that the modeling compound beat out Lego blocks at 17 percent. A full-scale Play-Doh Orlando is impressive, no doubt, but we've got a special place in our hearts for huge Lego builds. Hit the jump for the full press blast.
[Source: General Motors]
Commuters – and traffic wardens – were surprised to see a life-size replica of a car made from 1.5 tonnes of Play-Doh parked up in a London street today.
The hand-crafted sculpture was created by a team of eight model makers over a two week period to mark the UK launch of the new Chevrolet Orlando family-friendly seven-seater car.
Research by the car company provided the inspiration for the world's biggest Play-Doh sculpture – 4.6 metre by 1.8metre – as the modelling compound topped a poll of the most-loved toy from yesteryear. Over 1,000 UK adults voted for their favourite nostalgic toy from their childhood with Play-Doh gaining a fifth (19 per cent) of the vote closely followed by LEGO (17 per cent) and Kinder Egg (15 per cent).
TOP TEN BEST NOSTALGIC TOYS
1. Play-Doh (19 per cent)
2. LEGO (17 per cent)
3. Kinder Egg (15 per cent)
4. Action Man (12 per cent)
5. Barbie (9 per cent)
6. Teddy bears (8 per cent)
7. Marbles (6 per cent)
8. Scalextric (5 per cent)
9. Subbuteo (2 per cent)
10. Rubik's Cube (1 per cent)
* Other (6 per cent)
Les Turton from Chevrolet UK comments:
"The new Orlando deserves another look and we believe this mould-breaking MPV is a real head-turner – especially when it's made from tonnes of the nation's most popular aqua-marine putty . Hopefully our launch will appeal to the inner-child in every parent and it will become a firm family favourite."