missing colors waaa11
TRANSCRIPT
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presents
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Car pollution
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If you insist on driving a car, at least make sure it’s a good car
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The problem
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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.
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The targetWho? Why?
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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
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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).
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The objectivesWhat for?
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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
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Insight
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Romanian cities are gray. They are missing colors.
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People wish to change that
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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.
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Concept
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Car pollution sucks colors
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Strategy
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3-step strategy:
Make Romanians:
1. aware they lack colors
2. acknowledge the cause
3. bring colors back to their cities
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Tactics
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First step: we have a problem
Message: Missing colors?
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Inserts in magazines
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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?
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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?
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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!
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RADIO
CVO: Mommy, mommy, where do colors go?SFX: ‘vacuum’ audio sounds
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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
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Second step: cause of the problem
Message:
Car pollution sucks colors.
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Inserts in magazines
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OUTDOOR
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INTERNET
•On the same web pages from step 1, a car appears and drags away the colors, revealing the message:
Car pollution sucks colors
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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!
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Revealing:RADIO
CVO: Mommy, mommy, where do colors go?SFX: ‘vacuum’ audio soundsSFX: car engine sound
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Third step: solution to the problem
Message:
Bring colors back to the city!
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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.
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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.
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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.
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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.
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The end
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