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?

PRINT

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.

PRINT

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