Volkswagen "Park Assist"

They wanted to promote the launch of the new Golf 6, with Park assist, in an unexpected and cost effective way. So they hired local car guards, a very common and familiar sight in South Africa, and made special bibs that were based on their generic and highly recognised parking attendant bibs. The car guards then popped up in seemingly obscure places, such as cinemas, cafes, at the beach, etc. Then leisurely took a break as the New Golf's Park Assist feature did their job for them. For the price of a movie ticket and a car guard’s daily rate, the brand got to have a presence in a cinema.

Agency: Ogilvy Cape Town, South Africa.

Dunlop Falken Tyres "Melody Road"

For the safety awareness of DUNLOP, a Japanese tire manufacturer, they tried to make a road which plays a melody when the car runs. This set place in cooperate of NAGANO Prefecture , Japan. By making a groove on a road, a melody will run out by a friction. The reason why this turns out to be safety awareness, is that the melody won’t turn out if the car is not running by 40km/h. Gold Cannes Lions Outdoor Winner.

Agency: Dentsu Razorfish Tokyo, Japan.

ACDelco "The book of YES"

ACDelco is the world’s largest car parts brand. An integrated campaign launched their new CAN DO attitude based on their promise: Yes, all cars, models & quality parts. Every employee had to fully understand this new philosophy. Everyone from manager to mechanic had to get inspired to live the new positive spirit. ACDelco handed out the book of YES to every employee – the fun version of a mission statement. The book of YES was small enough to fit into everyone’s pocket – from mechanic to manager. The book was fun and colorful and conveyed the new philosophy in an easy to grasp way for everyone. It was an easy-going manual for a new company spirit. ACDelco stated that the book of YES was a success. It fuelled an internal excitement and optimism that turned a year of recession into ACDelco’s most successful year in history with a sales increase of 28%.

Agency: Memac Ogilvy Dubai, United Arab Emirates.

Maruti Genuine Accessories "Key"

An increase in car thefts in the city had people worried about car security. And for Batra Auto Company (dealers of Murati - India's No.1 car company), it was the right time to push the genuine Maruti authorized car security systems. So the brief was to simply remind people how they could keep on driving their favourite car by securing it with genuine Maruti security systems. They had a simple solution to the problem. And the key to it was simply put, the "key"! They made some dummy keys that would fit in most Maruti cars and left them hanging from the door of cars parked in parking lots, outside apartment blocks, office buildings and so on. So that when the owners came back to the cars, it looked like someone was trying to tinker with the locks. A scary thought at that! And the tag attached to the key warned of the fact that next time they might not be as lucky! Thousands of enquiries, wich eventually led to a 130% jump in sales of genuine Maruti systems by Batra Auto Company. And that too in the first month itself. This activation also led to consumer affinity and goodwill towards Batra Auto Company. The only ones left unhappy were the carjackers!

Agency: Ogilvy & Mather Gurgaon, India.

AYGO "Car Dance Party"

Launch the special series AYGO Music with iPOD and Bluetooth connection to a target group from 16 to 25 years old. AYGO Car Dance party directly communicated the assets of the AYGO Music to the target group. All cars of Belgium became potential dance floors for a car dance party. Every participant became an advertiser for the AYGO music. The message was spread in a spontaneous, fun and never seen before way. AYGO Car Dance Party Belgium: a huge online contest with user generated content. The “superstars” Boris and Juri introduced the AYGO Car Dance Party choreography by TV, viral, emailing, online bannering, print, poster and radio. People were encouraged to do better than Boris and Juri, to film it and to post their video on GarageTV, the Belgian Youtube. That could be done at home, on a special Car Dance Party stand at the summer music festivals and on Belgian AYGO Car Dance tour all around the country. Participants with the highest rated got to the final, where a professional jury choose the best Car Dance Party during a live radio event. Far above all expectations. Car Dance Party became the summer hit in Belgium. The official Car Dance Party tune became a hit on parties and Belgian radio's. More than 2900 movies where posted in the first month only. More than 723.000 unique views in total. + 19% of the sales objectives of the AYGO Music.

Agency: Happiness Brussels, Belgium.

LoJack "Needle"

To communicate the principal benefit of the system LoJack, the easy recovery of a stolen vehicle. "It is easier to find a needle in a hay-stack". From the above mentioned phrase a direct mail developed where this one took a literal form. With the help of a powerful magnet, to find a needle it is very easy. With LoJack's help one finds a stolen car also.

Agency: Leo Burnett, Colombia.

Goodyear "RunOnFlat"

People don't have so much knowledge about "run on flat tyres" in Turkey. Drivers need to be aware that "run on flat tyres" resist the effects of deflation. It's always easier to gain the attention of current customers than the others. That's why they wanted to place special dart boards in the waiting rooms of Good Year shops where customers spend sometime. They produced a dart board with "run on flat tyre" surface. Many customers throw darts to the board, then see the logo and read their claim at the bottom of the board when they pick the darts up: "The first tyre to keep going after a puncture". The board is not damaged. It's just like "run on flat tyres". Customers were curious about it. The dart board attracted their attention. many of them played dart game and found out the USP of the product while having fun.

Agency: Grey Istanbul, Turkey.

GTA Autoglass "Envelope"

Redeem this coupon by December 31, 2008 and receive 10% off windshield replacement.

Agency: Marshall Fenn Toronto, Canada.

Adsoftheworld

Bridgestone "Tyre Swing"

Bridgestone wanted to herald the production of their 35 millionth tyre and talk about the success of the factory and its commitment to New Zealand. Rather than focusing on the massive contribution to industry and employment that this milestone signalled, They instead decided to highlight the special place that tyres have in New Zealanders' memories and lives. Pretty much everyone in New Zealand has a fond recollection of swinging on a tyre swing, strung up in a field. To announce that the Firestone factory in New Zealand had manufactured its 35 millionth tyre, they sent out a 'limited edition' tyre swing to 40 editors, radio DJs and other media types who generally have plenty of other things to talk about than the success of Firestone and their 35 million tyres.

Agency: TEQUILA\Auckland, New Zealand.

Goodyear "RunOnFlat Knife"

The brief was to support the launch of the new Run on Flat tyre, increase awareness of Goodyear and drives sales. They were briefed to develop an integrated campaign with in-store POS and ambient activity. They wanted to communicate the proposition of a tyre that keeps on going after a puncture, in an intriguing and unusual way. Most communications surrounding the launch of a new tyre are only in dealerships, however we wanted to expose a wider audience to Goodyear. They created a fake plastic knife that was placed onto the wheel arches of cars using suction pads giving the impression that the knife tip was embedded into the tyre. (This was attention-grabbingly real from 2m or more.) The ROF knife was distributed in car parks and around the vicinity of dealerships.

Agency: Claydon Heeley, United Kingdom.

Kenwood.

A completly burned car appeared in the centre of Milan. The sound was still on in a high volume. Near the car were being distributed Kenwood flyers. Stickers with the text: " Cant stop me" were all around the city of Milan.


Agency: G-Com, Italy.

TomTom "Find your way the easy way"

City maps next to the road are exclusively visited by people who don’t own a car navigation system. So that’s where we confront car owners with the advantages of TomTom. Beneath the well known phrase ‘You are here’, we simply placed stickers with the words ‘because you don’t have a TomTom’. With a reference to the TomTom website. This way TomTom claimed city maps as a new medium.

Agency: TEQUILA\Amstelveen, The Netherlands.

Dunlop “Sticks brilliantly when wet”

Drop your name card into the envelope and mail it to us today for your no-obligation communication and special discount.

Agency: Y&R, Signapore.