1. presents

2. Car pollution

3. If you insist on driving a car, at least make sure it’s a good car

4. The problem

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. The target Who? Why?

9. The objectives What for?

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. Insight

13. People wish to change that

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. Concept

17. Strategy

19. Tactics

20. First step: we have a problem Message: Missing colors?

21. PRINT Inserts in magazines

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. RADIO CVO: Mommy, mommy, where do colors go? SFX: ‘vacuum’ audio sounds

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. Second step: cause of the problem Message: Car pollution sucks colors.

28. PRINT Inserts in magazines

29. OUTDOOR

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. Revealing: RADIO CVO: Mommy, mommy, where do colors go? SFX: ‘vacuum’ audio sounds SFX: car engine sound

33. Third step: solution to the problem Message: Bring colors back to the city !

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. 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.

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. The end