Eurobest Young Creatives Selection - Missing colors campaign
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Transcript of Eurobest Young Creatives Selection - Missing colors campaign
presents
* Wanda, Ana, Adina, Alina
Car pollution
If you insist on driving a car, at least make sure it’s a good car
The problem
When questioned about their willingness to buy environmentally-friendly products, 75% of EU citizens said they were ready to buy them even if they were more expensive, but only 17% actually did so in the month before the survey.
The target Who? Why?
Who?
Families and young people aged 25-35: • living in Romania
• average or high living standards
• consider buying a new car
• active life-style
• single or members of young families •
Why?
• On a certain level, they are informed on ecological matters, therefore they will be more open-minded, as long as we give them a good reason
• Due to their age, it is more likely they haven’t owned a car before, or they had a second-hand car
• They can be influenced to consider eco-friendliness when buying a car, alongside other criteria (economy, size, performance).
The objectives What for?
Determine people to acknowledge the importance of car
pollution
Encourage Romanian consumers to consider environmental performance
as a key factor in car selection & purchase, alongside traditional purchase factors: prize, size,
equipment, performance
Decrease CO2 emissions
Insight
Romanian cities are gray. They are missing colors.
People wish to change that
Pollution puts things and places into a …gray perspective: it affects our health and senses, it smells bad, it affects our skin and so on
Colors fade as pollution gets thicker: CO2 emissions affect both the natural and the human environment.
•
Concept
Car pollution sucks colors
Strategy
3-step strategy: Make Romanians:
2. aware they lack colors
4. acknowledge the cause
6. bring colors back to their cities
Tactics
First step: we have a problem
Message: Missing colors?
Inserts in magazines
OUTDOOR
• Huge outdoor banners in busy cross-roads, in most polluted cities • The banners will have a sticky surface on the outside (ex: Velcro material) that will attract pollution and dust particles • The result: the colors will turn to gray in 2 weeks’ time and the message will be revealed: Missing colors?
INTERNET
• Special project on websites (popular websites for both men and women of the target: menreport.ro, askmen.ro, 121.ro, kudika.ro etc.) Activate a system that enables colors to fade away for a few seconds, when entering the website • Message: Missing colors?
INTERNET – BLOGS:
The same bloggers that joined the campaign in step 1 will turn their blog colors into gray once again, this time revealing the cause on a widget: Car pollution sucks colors!
RADIO
CVO: Mommy, mommy, where do colors go? SFX: ‘vacuum’ audio sounds
DIRECT MAILING
Drawing card. On the left side, a fragmented landscape image. On the left, a palette of colors, in gray shades only. People will have to color each piece with the shades chosen
Second step: cause of the problem
Message:
Car pollution sucks colors.
Inserts in magazines
OUTDOOR
INTERNET
• On the same web pages from step 1, a car appears and drags away the colors, revealing the message:
• Car pollution sucks colors
INTERNET – BLOGS:
The same bloggers that joined the campaign in step 1 will turn their blog colors into gray once again, this time revealing the cause on a widget: Car pollution sucks colors!
Revealing: RADIO
CVO: Mommy, mommy, where do colors go? SFX: ‘vacuum’ audio sounds SFX: car engine sound
Third step: solution to the problem
Message:
Bring colors back to the city!
AMBIENT:
Message put on different columns in the city, to point the way to the showrooms that sell eco-cars:
BRINGCOLORSBACKTOTHECITY!Choose to buy a low emission car.
AMBIENT:
Button placed on the exhaust pipe of the eco-cars parked in public parking places. When the engine is heated, the buttons will exhale a
colorful smoke.
UNCONVENTIONAL:
Partnership with eco-cars producers in Romania: • Each time a person buys an eco-car, we will color up something in the city, as a reward, using graffiti, ink, fabrics, lights, colored paper, projections and so on • People will get to choose the object/building/statue to color from a list • Pictures will be uploaded on the main website of the campaign, on blogs and will be sent to magazines and newspapers along with a press release.
DIRECT MAILING
A palette of colors with the shape of a car, in a package that reveals our message: Bring colors back to the city! Choose to buy a low emission car.
The end