Clarion, specialist for sophisticated car infotainment, began its “Clarion Global Brand Campaign 2007” in February to tell the world about new “Clarion Human Mobile Music Media Interface” H.M.I. The focal point of the campaign is the Clarion + Jamiroquai campaign website with many attractive features at http://hmi.clarion.com.
Visitors of the new Clarion + Jamiroquai campaign website sit down on the driver’s seat: since mid-February, surfers here have been controlling a virtual premium-class automobile and enjoying the music of the British acid-jazz band Jamiroquai while doing so. On the road, an abundance of information is provided – of course about Clarion products and more, customised to the nationality of the particular visitor.
For the greeting, the blue Clarion H.M.I. Maoray concept car drives up, created by the world-famous Italian designer Giugiaro and driven by Jamiroquai’s front man Jay Kay, Clarions Face of the Year 2007.
The visitors at the website get the control of the virtual designer bolide and enter the four portals “concept, product, gallery, and special” as they wish. Using the virtual car navigation system monitor, the visitor gets to his selected destination by clicking a button. The appropriate background music is provided by a selection of three original Clarion H.M.I. slogan sounds.
The website can be accessed – or, better said, driven – in English, Japanese, German, French, Italian, or Spanish. In the “product” portal, surfers can find the Clarion website from their home country, with product presentations and other information in their own language.
It is no coincidence that Jamiroquai was selected to represent the image of Clarion: as an internationally admired icon of the music world, Jamiroquai ideally represents Clarion’s vision of integrating music, information, and mobility, which has already become reality in the Clarion H.M.I.
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