Eurobest Young Creatives Selection - Missing colors campaign

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Eurobest Young Creatives Selection - Missing colors Campaign
December 2009

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Eurobest Young Creatives Selection - Missing colors campaign

  1. 1. presents * Wanda, Ana, Adina, Alina
  2. 2. Car pollution
  3. 3. If you insist on driving a car, at least make sure it’s a good car
  4. 4. The problem
  5. 5. 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.
  6. 6. The target Who? Why?
  7. 7. 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 • 
 

  8. 8. 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).

  9. 9. The objectives What for?
  10. 10. 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
  11. 11. Insight
  12. 12. Romanian cities are gray. They are missing colors.
  13. 13. People wish to change that
  14. 14. 
 
 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. • 
 

  15. 15. Concept
  16. 16. Car pollution sucks colors 

  17. 17. Strategy
  18. 18. 
 
 
 3-step strategy: Make Romanians: 2. aware they lack colors 4. acknowledge the cause 6. bring colors back to their cities
  19. 19. Tactics
  20. 20. First step: we have a problem 
 
 
 Message: Missing colors?
  21. 21. PRINT Inserts in magazines
  22. 22. 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?
  23. 23. 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?
  24. 24. 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!
  25. 25. RADIO 
 
 
 CVO: Mommy, mommy, where do colors go? SFX: ‘vacuum’ audio sounds
  26. 26. 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
  27. 27. Second step: cause of the problem 
 
 
 
 Message: Car pollution sucks colors.
  28. 28. PRINT 
 
 
 Inserts in magazines
  29. 29. OUTDOOR 
 
 

  30. 30. INTERNET • On the same web pages from step 1, a car appears and drags away the colors, revealing the message: •  Car pollution sucks colors
  31. 31. 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!
  32. 32. Revealing: RADIO 
 
 
 CVO: Mommy, mommy, where do colors go? SFX: ‘vacuum’ audio sounds SFX: car engine sound
  33. 33. Third step: solution to the problem 
 
 
 
 Message: Bring colors back to the city!
  34. 34. AMBIENT: 
 
 
 Message put on different columns in the city, to point the way to the showrooms that sell eco-cars: BRING
COLORS
BACK
TO
THE
CITY!
 Choose to buy a low emission car.
  35. 35. 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.
  36. 36. 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.
  37. 37. 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.
  38. 38. The end

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