8/23/09

good use of negative space

i was in a carmax yesterday for the first time in ever. it was a great brand experience overall - excellent web usability on both computer and mobile, and the phone script seemed as natural as they come... but the brand's highlight came inside the showroom, where they've placed a perfectly fine looking car in the front and center spot. the twist is, the car's not for sale. instead, it's accompanied by a photo of that same car after being badly damaged in a wreck, with copy explaining why it's not the kind of car they would sell at carmax.

the fact they took up that much valuable real estate to make the point made the point far more believable than if it'd simply been stated. even if it'd been in italics.

2 comments:

CarMaxChris said...

Hi! My name is Chris and I am the social media PR rep at the CarMax home office in Richmond, VA. Google Alerts notified me of your blog metioning us. Thanks for taking the time to blog about our "Never Sell Car Display." We're committed to offering safe and reliable cars, which is why we guarantee that none of the cars we sell have flood or frame damage. The "Never Sell Car Display" is in all 100 of our stores and even here in the lobby of the home office, too. Thanks for visiting CarMax.

15 ideas said...

oh look at you guys, being all social media-savvy and all. you continue to impress me. nice work.