PlusOne – Marketing Musings » Middle East’s first hands-on interactive bus unveiled

A new interactive bus has been unveiled in the United Arab Emirates will tour the region in another example of selling a product by not promoting the product per se.

So what has car racing, sound systems and soccer got to do with marketing?

Gillette is selling a new razor, but doing so using an innovative marketing technique that sells the experience, and by default product association.

The customized bus is fully equipped with an audio system allowing visitors on-board to compete in car-racing and soccer games. To further highlight the Nitro experience, the interior of the bus has been stripped and replaced with a lounge area and a shaving booth.

Ahmed El Mahdy, brand manager for Gillette, Arabian Peninsula, said: “We are introducing an innovative marketing channel to the region. The use of this bus will allow us to bring the Nitro experience to the doorsteps of our consumer base in the Arab world.

The road show has been designed to allow people to fully appreciate the powerful array of in-built functions in the M3Power Nitro razor and to demonstrate how it could improve the personal lives of our consumer base,” continued El Mahdy.

Source: arabianbusiness.com

One can image that if the men attracted to the bus have a great time, then memories of this great time will be relived through purchase of the product, which no doubt will be amply demonstrated on-board