Waitakere City Council: Car For Sale
December 14 2010, 3:40 pm | | 7 Comments
CASE STUDY: Boy racers don’t listen to road safety advertising. So Ogilvy Auckland created this unique campaign to directly target them in Waitakere City.
7 Comments
Really effective way to target and make them racers think twice.
If only it was true.
Will they put their foot down further, once they find out they’ve been had?
Props.
Good strategic and creative thinking. And well executed. I like this, a lot. I suppose its true measure though isn’t free media, but a reduction in death toll and speeding infringements. I wonder if there was? It’s really my only (very minor) gripe with these sorts of case studies. They always quote stuff like free media, but never the metrics that truly matter.
Take nothing away from the the campaign though, great work.
I think this is very powerful.
It works as long as you don’t tell anyone that it’s all a fake.
Problem is that adland loves and thrives on claiming their efforts.
I’d be interested in hearing what those few that left messages thought after they found out they’ve been had.
I think it’s heart is in the right place but it’s strategically flawed.
Mainly because the lure (price of the car) is too good.
Nearly all of voicemails left were along the lines of “sorry to hear about your accident… ummm… so… im still keen on the car.”
Put yourself in their shoes. If this sale was legit and one of those callers bought the car at that price, do you honestly think they’d think for more than a minute – as their going to show their hot new wheels to their mates – about the poor bastard who had to sell it so cheap? I doubt it…
Media spend vs reach is one thing.
Real impact on the consumer is another.
VO sounds like the tripped dude on double rainbow
http://www.youtube.com/watch?v=OQSNhk5ICTI
Terrible. Heard of the boy who cried wolf.
Beautifully targeted.
Gorgeous insight.
Brilliantly executed.
Utterly moving.
Great thinking.