Practical Sales Training™ > How To Get Attention > Novelty Vehicles
What are Novelty Vehicles
Novelty Vehicles are branded or unusually designed vehicles used to attract attention and make a company or product more memorable.
They work because physical visibility creates repeated exposure. People see them unexpectedly, which increases recall.
The goal is not just decoration. The goal is attention that normal advertising would not receive.
Most marketing competes for screen space. Novelty Vehicles compete for real-world attention.
This difference is usually why they stand out.
How it works
Novelty Vehicles work by combining three effects: visibility, novelty, and repetition.
The unusual design captures attention. The branding creates association. Repeated sightings build familiarity.
Common examples include:
- Vehicles shaped like products
- Highly distinctive branded cars
- Mobile demonstration vehicles
- Tour vehicles used for promotions
- Vehicles designed for social sharing
The important factor is distinctiveness.
If the vehicle looks like normal branding, it becomes background noise.
This is usually where companies underinvest. The goal is memorability, not just logo placement.
How to use it
Novelty Vehicles work best when they are integrated into a broader visibility strategy.
Strong uses often include:
- Using them at events
- Driving them in high foot traffic areas
- Including them in social media content
- Using them for customer visits
- Building campaigns around them
It also helps when the design connects directly to the product.
For example, making the vehicle resemble what you sell increases association.
This tends to work best when people can immediately understand the connection.
When to use it
Novelty Vehicles are most useful when brand awareness is a priority.
This includes situations like:
- Local service businesses
- Consumer brands
- Event-driven marketing
- Experiential marketing campaigns
- Brands targeting broad audiences
They are especially effective when physical presence supports the sales model.
This usually works best when the business benefits from being widely recognised.
When NOT to use it
Novelty Vehicles are less effective when the audience is very narrow or hard to reach physically.
They may also be unnecessary if awareness is already strong.
Cost should also be considered.
If the novelty does not support a clear marketing goal, it becomes an expensive visual asset.
Attention alone is not enough. It must support positioning.
Research
Research in advertising shows that distinctive brand assets improve recall and recognition.
Studies in experiential marketing also suggest that physical brand interactions can increase memorability compared to passive advertising.
This reflects a simple idea.
People tend to remember what feels different from the environment around it.
Example
A well-known example is Red Bull’s Mini Coopers fitted with oversized can replicas used for product promotion.
Instead of relying only on traditional advertising, the vehicles act as moving brand signals.
People often photograph them and share them, extending reach beyond the street.
Most companies try to be seen. Strong brand assets are designed to be noticed.
Common mistake
The most common mistake is designing for novelty without designing for message.
If people remember the vehicle but not the company, the investment loses effectiveness.
Another mistake is treating the vehicle as decoration instead of a marketing tool.
A simple rule helps here.
The best Novelty Vehicles make the brand easier to remember, not just easier to spot.
That is usually what determines whether they work.
See also
