Love Diesel’s opening event series for their new store on Fifth Avenue, NYC. Instead of throwing the expected celeb-ridden party, Diesel cleverly crafted a guerrilla marketing campaign that really caught and engaged the attention of their consumers.

“Five on Fifth” showcased real NYC dinner parties which were held in the store window. With a different theme each night, shoppers were able to watch these intimate gatherings from the street.

Not only is this a great example of a stylish yet economical campaign (vital in these tough financial times) but Diesel’s marketing team astutely tapped into our voyeuristic tendencies.  In a time when so many people are trying to get our attention, maybe the best way to stand out is too blend in. Familiar scenes such as a dinner party are instantaneously relatable and with the proliferation of reality TV we have become accustomed to being entertained by the mundane.

Okay, so a dinner party in a store-front with Richie Rich spinning on the decks may not quite be mundane, but it is just the right combination of unexpected and ordinary to capture and sustain our attention.

See what others had to say about Diesel’s stunt:
The Cool Hunter
Visual Culture