for what it’s worth

stories and stimulus from a consumer insight consultant

FORGET SUPERYACHTS, HERE COME GIGAYACHTS

GIGAYACHT

Ever wanted your own floating estate? The perfect toy for those in the billionaires club, the newest design from Monaco based Wally Yachts is in a class of it’s own- the newly termed ‘gigayacht’. For roughly £100 million the lucky buyer will surpass the league of the mere megayacht to become the exclusive owner of the largest private vessel known to man. At 59ft across and 2,730 tons at half load, the aptly named WallyIsland will have everything the super-rich could ever dream of (a tennis court, pool and five accommodation decks including a main saloon, dining room, library, cinema, spa and fitness area) and even a growing garden with shrubbery and flower beds that will be fed by an irrigation system. With fuel tanks big enough to enable five years of cruising, and space for 40 crew and 24 guests, two 45ft motor yachts, two 27ft sailing yachts, two cars and water-toys including six jetskis, the design company expect it to fulfil the dream of someone who wants to “live comfortably on board fulltime, like on their own estate”.

gigayachts

According to Wally Yachts:” This is a yacht where you have a piece of land that you can use to play your favourite sport, to grow your favourite plants, to enjoy your favourite outdoor activity. This will appeal to someone who wants to be completely independent”.

Before you scoff at the idea of this ever being built, know that the company are already in negotiations with a potential buyer, and with only 946 people in the category to be able to afford such a ridiculous extreme, any guesses as to who the over-indulgent individual might be?

via Daily Mail: On board the world’s first ‘Gigayacht’

Filed under: Luxury,

FOR YOUR EYES ONLY

In the next few weeks, Mini USA will launch a series of ads in a wide range of magazines aimed just at Mini owners, and excluding everyone else.

The ads will be encrypted, decipherable only by the cognoscenti. Mini is sending owners a “covert” kit – mocked up as a wizened-looking book – that will include special glasses, a decoder, and a “magic window decryptor.” Using those, owners will be able to find Web addresses in the ads that lead them to free prizes and invitations to events. Mini are hoping that non-owners will feel slightly jealous that they’re out of the loop, and rush to their nearest car dealership! An interesting idea, lets see how it affects their sales!

  • Businessweek article
  • Filed under: clever promotion, , ,

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